what members really feel about your credit card · what members really feel about your credit card...
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2017
SAS Analytics Day
What Members Really Feel About Your Credit Card
Anirban Chakraborty & Surya Bhaskar, Oklahoma State University
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Introduction
• Positive and negative experiences of current customers posted online generateimpressions among prospective cardholders in the form of verbal evidence.
• Which aspects of a credit card garnered the most favor/negative impressionsamong the consumers.
• Financial Services companies can use this technique to know how their product isfairing in the market and based on public opinion can make business decisions toimprove the flaws.
• Sentiment analysis can simulate word of mouth of millions of existing users abouta credit card and know about the salient features.
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Sample User Review
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Data Description• The reviews data has 21 different credit cards with around 5,000 user reviews.
• Generated two separate datasets as negative and positive reviews.
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Methodology
• The website www.creditkarma.com was used as the data source. 72 distinctcredit cards having around 10,500 user reviews were identified.
• Using Python code, the web-scrapping was done in order to collect these userreviews.
• The scraped user comments were collected in the CSV format.
• Finally, the cleaned data (user reviews) was imported to SAS where different textmining techniques like text parsing, text filtering etc. were performed forsentiment analysis.
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Text Analysis
We performed the project as 3 steps:
• Analysis of all the reviews to understand what users are talking about.
• Separating the reviews as positive (User ratings 4 & 5) and negative (User ratings 1 & 2) and then analyzing the reviews to get a better picture of the pros and cons of the credit cards.
• Sentiment Analysis of individual major credit card companies.
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Text Analysis – Process Flow
Source: Text Mining & Analysis “ https://www.sas.com/store/prodBK_65646_en.html?storeCode=SAS_US “
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Text Filter – Concept Link
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Rule Based Model
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Major Credit Cards• Customer Service: Capital One, Chase and
Discover have very nice Customer Service• Application Process: The Application
process for a Discover card seems not soeasy.
• Balance Transfer: Chase and Citibankoffers Balance Transfer.
• Approval: Discover applicants have a veryhigh and instant approval rate on the otherhand Citibank seems to have a lowapproval rate.
• Interest Rate: Capital One credit card has ahigh APR and Citibank card has low APRrate.
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Conclusion
• Customer reviews play an important role in determining the true perception of any product among the audience.
• This information can be leveraged by the credit card companies, banks and financial institutions to make better quality products.
• Concept links can be used to understand the association of one term with others
• The raw data needs to be parsed and filtered before being analyzed.
• Credit card user reviews will be made available immediately after a user posts about the product.
• Similar kind of analysis can be done for other products across different industries.
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2017
SAS Analytics Day
PresentersAnirban ChakrabortyEmail: [email protected]: +1(918)813-4998LinkedIn:https://www.linkedin.com/in/anirban-chakraborty/
Surya BhaskarEmail: [email protected]: +1(918)853-8472LinkedIn:https://www.linkedin.com/in/suryaayyalasomayajula/