Text data is the best answer in understanding customer feedback. It is best for answering the why and what questions. Text Analytics is becoming mainstream as interest is pouring in. Sources include call center notes, email messages, social media etc. Following Fern Halper's TDWI article, 5 fundamentals include: 1. Text analytics involves analyzing unstructured data to extract relevant information.
2. Extracting various information in the form of keywords, entities, concepts and sentiments
3. Considering taxonomy, while dealing with specific vocabularies.
4. Integrating text data with traditional data, depends on the kind of data
5. Text data is not as accurate as statistical techniques
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