Text Analytics ROI Case: Intuit
June 23, 2008
Case studies with teeth are useful. Jeff Kelly, news editor for SearchDataManagement.com provides information about Intuit’s use of text analytics. His essay “Calculating Text Analytics ROI: Start Small and Focus on Customer Data” is here. The most interesting point for me was this statement:
Companies seeking to establish the ROI of a text analytics project should start their deployment with a specific, targeted set of unstructured data to prove the business case.
Those involved in search and text processing often try to swing for the fences with a procurement. The requirements include every feature and function the team can identify. The result is a mess. The common sense approach is to define a problem, figure out the content needed to give users what’s needed to make a decision, and deploy a system that boils an egg, not boils the ocean.
Mr. Kelly’s essay makes this obvious point clearly. Return on investment is easier to figure out when the project is bounded and narrowed intentionally.
Stephen Arnold, June 23, 2008
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