Using JMP® Pro for Enhanced Marketing Analytics and Consumer Research

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See how to:

• Process, visualize, prepare to analysis and interpret results for free-form text
• Launch Text Explorer
• Identify Terms as the smallest pieces of text, similar to words in a sentence; Phrases as short collections of terms; and Documents as collections of words in a table cell
• Use Stemming to combine words that have common roots
• Use Regular Expressions to find patterns in words
• Evaluate and visualize prevalence or Terms and Tokens (number of words)
• Interactively examine and use Word Cloud to visualize text and interactively see full text (Documents) related to specific Terms 
• Add new variables that summarize responses, for example, opinions collected in a survey 
• Use JMP Pro Latent Class Analysis to group top Terms into clusters and Discriminant Analysis to show the relationship of Terms to a response 
• Understand how JMP uses Latent Semantic Analysis and a partial Singular Value Decomposition (SVD) to reduce Terms into a manageable number of dimensions for analysis 
• Examine the Document Term Matrix (DTM) 
  
  • See how DTM changes Terms to numeric values that can be used in analysis
  • Clean up DTM to remove empty cells
• Cluster and weight similar Terms and Phrases
• Group related Terms into latent groups (Topics) and examine the Terms most and least likely to be associated with each Topic
  • Use Topic information to build predictive models 
• Understand and run Association Analysis (Affinity Analysis, Market Basket Analysis, Pattern Recognition)
  • Understand and specify Support, Confidence and Lift values to identify Association Rules (relationships of Terms)
  • Examine and interpret Confidence and Consequence for each identified association 

Note: Q&A included at times 29:36, 31:07 and 31:23.

Resources

• Market Data Analysis Using JMP by Walter Paczkowski
• The New Look of Text Explorer in JMP 13.2
• Text Importer PC Add-In for Text, PDF, Word Documents, and Powerpoint