Having access to data is one thing, being able to get behind the numbers and deeply understand it is another. ReviewPro’s Semantic Analysis engine enables hoteliers to efficiently manage large volumes of open text feedback to immediately identify areas for impactful change. We spoke to Rafael Patiño, VP of Operations at ReviewPro, to find out how Semantic Analysis can support hoteliers to make crucial operational decisions.
What’s new with Semantic Analysis?
The new semantic analysis helps you to quickly identify where you have the problems and why saving time and increasing efficiency. The project has been key, and we have improved various areas: engine, data analysis, and user experience.
Engine improvements: we have improved the way we manage languages and apply machine learning, made enhancements to the dictionary, and added a new way to group the concepts and categories. These actions have had a direct impact increasing the volume of mentions detected by 20-30% and improving the sentiment precision.
Data analysis: we have implemented Impact Analysis as the definitive solution to help our clients to identify and react on the factors that most affect the guest experience. You can now see data from both online reviews and survey results, giving you a 360° understanding of guest feedback. Advanced filters have been developed to allow you to focus on the information that you need to get the job done.
User experience improvements: the whole of the ReviewPro tool is now leaner and more precise – it is focused on getting the most important results quickly and easily. To do this, we have added:
• Impact Analysis to the dashboard, so users can immediately see what is affecting their bottom line and by how much.
• The CSQI™ (Competitive Sentiment Quality Index), which represents the percentage of positive mentions compared to competitors. You can now easily visualize how you perform against your competitive set.
• More segmentation, and a new navigation flow which will help to dive deep into more details and easily move between categories and concepts.
• Increased flexibility to build and manage your own custom categories and view tailored results depending on the user.
• New data points to be analyzed: sources, languages, countries, and trip type.
What is Impact Analysis?
Although we knew the relationship between online reputation – as measured by the Global Review Index™ (GRI) – and semantic analysis, until recently there wasn’t a way of quantifying the impact that certain categories, concepts, or keywords were having on a hotel’s score. We have implemented a methodology called Impact Analysis which visually indicates categories directly affecting a hotel’s GRI™ score positively or negatively and by how many points. Hoteliers can now see the direct transactional impact that specific concepts and categories have on their business.
It’s like the 80/20 principle for big data – hotels can go in and immediately see the issues affecting their bottom line, put all their energy to fix those few problems and see their GRI™ improve accordingly. Impact Analysis is the final, big connection between GRI™ and Semantic Analysis.
What are the key advantages of this version of Semantic Analysis?
This version of semantics really is the best of both worlds – more big-picture insights and more detail so different people in the organization can understand For example, the CEO may want an overview, while department heads will want to concentrate on their specific departments. Different users can create their own views and reports. The beauty is that they have the flexibility to see as much or as little information as they need.
What makes it stand out from other similar systems?
• Combines advanced analytics with an intuitive and user-friendly navigation journey.
• Explains the ‘why’ behind ratings by revealing what guests are saying about certain categories or concepts.
• Displays the categories significantly affecting your online reputation and by how much.
• Allows the flexibility to customize categories according to departmental or business needs.
• Supports internal strategies by letting you schedule alerts and reports.
• Gain visibility into what guests say about your direct competitors on hotel and brand level to identify revenue opportunities.
To find out more about how semantic analysis works, or to better understand your guest feedback, contact us.