Obstacles to integrating text analytics into your business

by Matt Gullett | published on February, 2021

Unstructured data comes from consumer comments in surveys, social media posts, email exchanges, and conversations with digital assistants. This seemingly-endless amount of information represents a wealth of potential consumer insight that enterprises need to capture, analyze, and incorporate into their business processes. However, the task of sifting through unstructured data can be daunting.

The intimidating nature of text analytics tools

Hurdles lined up on a track to represent barriers to integrating text analytics into your business.Teams of data scientists can leverage modern, powerful tools to mine consumer input, including machine learning, artificial intelligence, and natural language processing (NLP). These tools are changing rapidly, and wrangling, organizing, and sifting through the data becomes overwhelming quickly. As a result, many organizations have avoided text analytics for as long as possible or merely dabbled with manual efforts towards text categorization and classification.


In most cases, the best they can do is search for answers to specific problems based on pre-existing knowledge, while hidden gems and past learnings are lost due to the task's labor-intensive nature.


Businesses need robust text analytics tools that can power transformation throughout their organizations and break down barriers to activating the insights hidden within the unstructured data. Many organizations offer such tools today, but adopting them tends to be expensive and requires extensive training or up-front support.


Many tools are also brittle to change and new data sources, and very few of them tackle the integration of text insights with operational data. The initiation of integrating text analytics tools into your business may be intimidating, but the ongoing effort of its upkeep is an even larger commitment.

Bellomy's The cover of Bellomy's whitepaper titled "Five text analytics myths you should stop believing." Unstructured data is complex and so are the tools used to analyze it. Make sure you’re not falling for one of these five common text analytics misconceptions — but here's what to do about it if you are.

A more attainable approach to text analytics

Such approaches could not stem the tide of incoming consumer comments and were never considered sustainable — until now.

Making meaningful discoveries from unstructured data is not out-of-reach. Bellomy’s text analytics platform offers insights teams access to advanced NLP and AI tools. With minimal to no training, employees can uncover insights hidden in unstructured data. There is no need for a detailed understanding of natural language processing techniques or awareness of the complex and often bewildering vocabulary used by data scientists.

Our toolkit is designed to integrate operational data and other enrichment information to quickly discover the main drivers of consumer sentiment, emotion, behavior, operational activities, and more.

Beyond the text analytics focus, the Bellomy toolkit is integrated with our Research Cloud technology which brings compelling business action tools including employee coaching, closed-loop case management, easy-to-use cross-tabulation software, and more. It’s a powerful engine of business change and improvement.
Screenshot of creating a case in Bellomy's text analytics tool

Empower employees to make discoveries and take action

As part of Bellomy’s Research Cloud system, users can immediately take action when they uncover actionable insights. NLP techniques have been gracefully integrated and tailored to work within a discovery toolkit that empowers meaningful insights to be mined and impactful business action to be taken.

  • Find a consumer situation that needs immediate attention? Prioritize it. You can easily add the comment to your closed-loop case management system.
  • Discover an insight that you need to include in a presentation? Save it. With a couple of clicks, you can add it to a showreel that can then be exported to PowerPoint for easy integration with your upcoming presentation.
  • Uncover a situation where the system misclassifies something? Fix it. Use the assignments mechanism to adjust the classifications. Your changes will immediately take effect, and our expert team will review your changes to adjust the system's future processing.

Bellomy’s system is packed with pre-built models and tailored mechanisms to empower your team to make a difference. Rapid action is part of the DNA of our toolset.

See what text analytics can do for you

Our team of marketing insight professionals is equipped to help your business identify and then leverage the expressions found in consumers' shared voices. If you’d like to learn more about Bellomy’s text analytics tool and how it can be customized to meet your business needs, reach out today for a demonstration.