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SAS® VISUAL ANALYTICS – HANDS-ON

USING TEXT ANALYTICS

SAS FORUM 2015

JEPPE DEIGAARD

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About SAS® Visual Analytics Whether you are a business user with limited technical skills, a statistician or a data scientist, faster insights are at your fingertips. Get all the benefits of data visualization tools with absolutely no coding required. Sophisticated analytics, including decision trees, network diagrams, on-the-fly forecasting and scenario analysis have been seamlessly integrated with ease-of-use features such as auto charting, ‘what does it mean’ pop-ups, and drag-and-drop capabilities. After completing this workshop, you will have:

Created a Visual Analytics exploration containing a visualization using o Text Analytics

Examples of visualization with forecasting, decision trees and text analytics.

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1. Text Analytics SAS Visual Analytics can do two types of word clouds:

Simple word clouds using a category value; or

More sophisticated word clouds that leverage SAS Text Analytics. Word clouds that use text analytics analyze each value in a data item as a text document that can contain multiple words. Words that often appear together in the document collection are identified as topics. SAS Text Analytics also allows you to perform Sentiment Analysis on the text.

1. Click Google Chrome in the task bar at the bottom of the screen.

2. Select SAS Visual Analytics Hub from the menu.

3. Log on as the user sdkstudent\sasdemo with the password Orion123. If you see this userid and dots for password already predefined, then click Sign In.

4. To open the Data Explorer, double-click the application shortcut for the Data Explorer on the SAS Home page.

5. Select SAS Forum 2015 Data Analyse and click Open. An empty data exploration appears with the data source Insighttoy5_transformed selected.

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Text Analytics – simple Word Clouds

6. Start with a blank workspace, select Word Cloud from the toolbar.

7. From the Roles tab, select Using Category Values.

8. Filter the data for the visualization to show only data for Bead in the Product Line

a. Drag and drop Product Line to the Filters tab. Note: Use the Visualization filter to filter only on this visualization

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b. Select only Bead

9. Drag and drop a category item on to the workspace. Here we selected Product Style.

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The result shows the relative size of each Product Style, representing the frequency of our transactions. For example, we see we sell much more Orange Mixed than we do Gold 8mm.

10. Select and drag and drop Gross Margin and Order Total on the workspace.

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The visualization is now very different: the size of the font represents the Gross Margin contribution of each product make, while the color represents the Revenues generated.

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Text Analytics – Leveraging advanced SAS Text Analytics

11. Minimize the previous visualization to start with a blank workspace, and again select Word Cloud from the toolbar.

12. From the Roles tab, select Using Text Analytics.

To leverage text analytics, we have pre-defined two settings in the data: c. A data item (Order) has been identified as the ‘unique row identifier’; and d. A category (Order Note) has been identified as a ‘document collection’. This is the data

item that will be analyzed.

13. Back in the Roles tab, click on the little down arrow for Document Collection, and pick the only

choice available: Order Note.

Visual Analytics will analyze the content of that data, identify topics (words that often appear together), and represent the most relevant terms for each topic by varying the size of the terms. Many sets of topics have been identified in this data. You can explore the analysis by selecting various topics.

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Terms that we identify as ‘red flags’ (e.g. ‘unhappy’) can be focused on by simply clicking on them, which will display at the bottom, all the documents that have these terms.

In the Properties tab, you can select ‘Analyze document sentiment’. SAS Visual Analytics will evaluate the sentiment of the content for each topic as well as each individual entry.

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