๋ณธ ํฌ์ŠคํŒ…์—์„œ๋Š” WEX Content Analytics๋ฅผ ํ™œ์šฉํ•œ ๊ฐ์ •๋ถ„์„ ๋ฐฉ๋ฒ•์„ ์‚ดํŽด๋ณด๋„๋ก ํ•˜๊ฒ ์Šต๋‹ˆ๋‹ค.

๋ถ„์„ ์˜ˆ์ œ 9 – ์ง€์—ญ๋ณ„๋กœ Net Sentiment Score๋Š” ์–ด๋Š ์ •๋„์ธ๊ฐ€?

๋จผ์ € ๊ฐ์ • ๋ทฐ ํ™”๋ฉด์— ๋‚˜ํƒ€๋‚˜๋Š” ์ˆ˜์น˜์˜ ์˜๋ฏธ์— ๊ด€ํ•ด ์„ค๋ช…ํ•˜๊ฒ ์Šต๋‹ˆ๋‹ค.
์œ„์˜ ํ™”๋ฉด์—์„œ LA๋ฅผ ์˜ˆ๋กœ ๋“ค์–ด๋ณด๋ฉด, LA ์ง€์—ญ์˜ Airbnb ์ˆ™์†Œ์— ๋Œ€ํ•œ ๊ฒŒ์ŠคํŠธ๋“ค์˜ ์ด์šฉ ํ›„๊ธฐ๋Š” ์ด 58,848 ๊ฑด์ž…๋‹ˆ๋‹ค. ๊ทธ์ค‘์—์„œ ํ•ด๋‹น ์ˆ™์†Œ์— ๋Œ€ํ•˜์—ฌ ๊ธ์ •์ ์ธ ์ด์šฉ ํ›„๊ธฐ๋Š” 49,215 ๊ฑด์œผ๋กœ 84% ์ด๊ณ , ๋ถ€์ •์ ์ธ ์ด์šฉ ํ›„๊ธฐ๋Š” 2% ์ž…๋‹ˆ๋‹ค. ๋ถˆ๋ช…ํ™•์€ ๊ธ์ •์  ํ‘œํ˜„ ๋ฐ ๋ถ€์ •์  ํ‘œํ˜„์ด ๊ฑฐ์˜ ๊ฐ™์€ ์ˆ˜์น˜๋กœ ๋‚˜ํƒ€๋‚œ ๊ฒฝ์šฐ๋ฅผ ์˜๋ฏธํ•ฉ๋‹ˆ๋‹ค. ๊ทธ๋ž˜ํ”„์ƒ์— ํฐ์ƒ‰์— ํ•ด๋‹นํ•˜๋Š” ๋น„์œจ์€ ๊ธ์ •์  ๋˜๋Š” ๋ถ€์ •์  ํ‘œํ˜„์ด ์—†์—ˆ๋˜ ์ด์šฉ ํ›„๊ธฐ๋ฅผ ์˜๋ฏธํ•ฉ๋‹ˆ๋‹ค.

5๊ฐœ ์ง€์—ญ์„ ๋น„๊ตํ•ด ๋ณด๋ฉด, ์ „๋ฐ˜์ ์œผ๋กœ ํฐ ์ฐจ์ด๊ฐ€ ๋ณด์ด์ง€๋Š” ์•Š์Šต๋‹ˆ๋‹ค๋งŒ Seattle ์ง€์—ญ์ด Net Sentiment Score(๊ธ์ •์  ๋น„์œจ – ๋ถ€์ •์  ๋น„์œจ)์ด 87๋กœ ๊ฐ€์žฅ ๋†’๊ณ  San Diego 84, Vancouver 83 ์ˆœ์„œ๋กœ ๋‚˜ํƒ€๋‚ฉ๋‹ˆ๋‹ค.

์ด๋ฒˆ์—๋Š” Seattle ์ง€์—ญ์— ์žˆ๋Š” Airbnb ์ˆ™์†Œ๋ณ„๋กœ ์‚ดํŽด๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.

๊ฐ์ • ๋ทฐ ํ™”๋ฉด์—์„œ Seattle์„ ์„ ํƒํ•˜์—ฌ Query ์กฐ๊ฑด์œผ๋กœ ์ถ”๊ฐ€ํ•˜๊ณ  ๊ฐœ๋ณ„ ์ˆ™์†Œ๋ฅผ ๋‚˜ํƒ€๋‚ด๋Š” listing_id ํŒจ์‹ฏ์„ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.

๊ธ์ •์  ์–ธ๊ธ‰์ด ๋งŽ์€ ์ˆœ์„œ๋กœ ์ •๋ ฌํ•˜๋ฉด, Seattle ์ง€์—ญ์— ์†ํ•˜๋Š” ์ˆ™์†Œ ์ค‘์—์„œ ์ƒ๋Œ€์ ์œผ๋กœ Net Sentiment Score๊ฐ€ ๋†’์€ ์ˆ™์†Œ๋ฅผ ์ฐพ์„ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค. 100% ๊ธ์ •์  ํ›„๊ธฐ๋งŒ ์žˆ๋Š” ์ˆ™์†Œ๋„ ์ฐพ์„ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

๋ถ„์„ ์˜ˆ์ œ 10 – ํ‰์ ์ด ๋‚ฎ์€ ๊ฒฝ์šฐ ์ฃผ์š” ๋ถˆ๋งŒ ์š”์ธ์€ ๋ฌด์—‡์ธ๊ฐ€?

์ด๋ฒˆ์—๋Š” ๊ฒŒ์ŠคํŠธ๋“ค์ด ์–ธ๊ธ‰ํ•˜๋Š” ๋ถ€์ •์ ์ธ ํ‘œํ˜„๋“ค์ด ๋ฌด์—‡์ธ์ง€ ์‚ดํŽด๋ณด๋„๋ก ํ•˜๊ฒ ์Šต๋‹ˆ๋‹ค.

ํ‰์ ์ด ๋‚ฎ์€ ๊ฒฝ์šฐ ๊ฒŒ์ŠคํŠธ๋“ค์ด ์ฃผ๋กœ ์–ด๋–ค ์š”์ธ๋“ค์— ์˜ํ•ด ๋‚ฎ์€ ์ ์ˆ˜๋ฅผ ์ฃผ์—ˆ๋Š”์ง€๋ฅผ ์•Œ์•„๋ณด๊ธฐ ์œ„ํ•ด ํŒจ์‹ฏ ๋ทฐ์—์„œ ๋‚ฎ์€ ํ‰์ ์— ํ•ด๋‹นํ•˜๋Š” review_score_rating “0 ~ 80”, “80 ~ 90″์— ์†ํ•˜๋Š” ์ด์šฉ ํ›„๊ธฐ๋“ค์„ ์„ ํƒํ•˜๊ณ  ๊ฐ์ • ๋ทฐ์—์„œ Feature๋ฅผ ์„ ํƒํ•ฉ๋‹ˆ๋‹ค.

“reservation”, “host”, “bedroom”, “bathroom”์˜ ์†์„ฑ์— ๋Œ€ํ•ด์„œ ๋ถ€์ •์ ์œผ๋กœ ์–ธ๊ธ‰ํ•œ ๋น„์œจ์ด ์ƒ๋Œ€์ ์œผ๋กœ ๋งŽ์ด ๋‚˜ํƒ€๋‚˜๋Š” ๊ฒƒ์„ ๋ณผ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
๊ทธ์ค‘์—์„œ๋„ “reservation” ๊ฐ€์žฅ ๋ถ€์ •์ ์ธ ํ•ญ๋ชฉ์œผ๋กœ ๋ณด์ž…๋‹ˆ๋‹ค. ๋ถ€์ •์  ๋น„์œจ์ด ๊ธ์ •์  ๋น„์œจ๋ณด๋‹ค ๋†’์€ ์œ ์ผํ•œ ํ•ญ๋ชฉ์ž…๋‹ˆ๋‹ค. ๋ถ€์ •์  ์ด์šฉ ํ›„๊ธฐ์˜ ๋นˆ๋„ ๋ฐ ๋น„์œจ ๋ชจ๋‘ ๊ฐ€์žฅ ๋†’๊ฒŒ ๋‚˜ํƒ€๋‚ฌ์Šต๋‹ˆ๋‹ค.

๊ทธ๋ ‡๋‹ค๋ฉด reservation์— ๋Œ€ํ•œ ๊ตฌ์ฒด์ ์ธ ๋ถˆ๋งŒ์€ ๊ณผ์—ฐ ๋ฌด์—‡์ผ์ง€ ๊ถ๊ธˆํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
๊ฐ์ • ๋ทฐ ํ™”๋ฉด์—์„œ “reservation” ํ•ญ๋ชฉ์„ ์„ ํƒํ•˜๋ฉด ํ™”๋ฉด ํ•˜๋‹จ์— ๊ธ์ •์ /๋ถ€์ •์  ํ‘œํ˜„ ๋ฐ ํ•ด๋‹น ํ‘œํ˜„์ด ์žˆ๋Š” ๋ฌธ์„œ๋ฅผ ๋ณผ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

์œ„ ํ™”๋ฉด์„ ๋ณด๋ฉด “host cancelled this reservation”, “reservation was cancelled”, “host cancelled my reservation” ๋“ฑ reservation ํ•ญ๋ชฉ์— ๋Œ€ํ•œ ๋ถ€์ •์  ํ‘œํ˜„์ด ๋ฌด์—‡์ธ์ง€๋ฅผ ํ™•์ธํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
๊ทธ๋ฆฌ๊ณ  ํŠน์ • ํ‘œํ˜„์„ ํด๋ฆญํ•˜์—ฌ ์šฐ์ธก ๋ฌธ์„œ ๋ฏธ๋ฆฌ ๋ณด๊ธฐ ์—์„œ ์‹ค์ œ ํ•ด๋‹น ํ‘œํ˜„์ด ์žˆ๋Š” ์ด์šฉ ํ›„๊ธฐ๋ฅผ ๋ณผ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
์œ„ ํ™”๋ฉด์€ “host cancelled my reservation”์„ ์„ ํƒํ•œ ๊ฒฐ๊ณผ์ž…๋‹ˆ๋‹ค.

reservation์— ๋Œ€ํ•ด ๊ธ์ •์ ์œผ๋กœ ์–ธ๊ธ‰ํ•œ ๊ฒฝ์šฐ๋„ ํ•œ ๋ฒˆ ์‚ดํŽด๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.

“check-in was easy”, “Easy check in process”, “process was very smooth” ๋“ฑ reservation ๊ด€๋ จ ๊ธ์ •์ ์ธ ํ‘œํ˜„๋“ค์„ ์ฐพ์•„๋ณผ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

์ „๋ฐ˜์ ์œผ๋กœ ๋ณด๋ฉด check-in/check-out process๊ฐ€ ์‰ฝ๊ณ  ํŽธ๋ฆฌํ•œ ๊ฒƒ์— ๋Œ€ํ•ด์„œ๋Š” ๊ธ์ •์ ์ด์ง€๋งŒ, ์ผ๋ถ€ host ๋“ค์ด reservation์„ ์ผ๋ฐฉ์ ์œผ๋กœ cancel ํ•˜๋Š” ๊ฒƒ์— ๋Œ€ํ•ด ๋ถˆ๋งŒ์ธ ๊ฒƒ์œผ๋กœ ๋ณด์ž…๋‹ˆ๋‹ค.

์—ฌ๊ธฐ์—์„œ ํ•œ ๊ฐ€์ง€ ์–ธ๊ธ‰ํ•˜๊ณ  ์‹ถ์€ ๊ฒƒ์€, ์œ„ ํ™”๋ฉด์˜ ๊ธ์ •์  ํ‘œํ˜„ ๋ฐ ๋ถ€์ •์  ํ‘œํ˜„์— ๋‚˜ํƒ€๋‚˜๋Š” ํ‘œํ˜„๋“ค์ด ๋ชจ๋‘ reservation์— ๋Œ€ํ•œ ๊ฒƒ์€ ์•„๋‹™๋‹ˆ๋‹ค. reservation์— ๋Œ€ํ•ด ๊ธ์ •์ /๋ถ€์ •์  ํ‘œํ˜„์ด ์žˆ๋Š” ๋ฌธ์„œ๋“ค์— ๋‚˜ํƒ€๋‚˜๋Š” ๋ชจ๋“  ๊ธ์ •/๋ถ€์ • ํ‘œํ˜„๋“ค์ด ํฌํ•จ๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค.

๋งŒ์•ฝ ํŠน์ • ํ•ญ๋ชฉ์— ๋Œ€ํ•˜์—ฌ ์–ธ๊ธ‰๋œ ๊ธ์ •/๋ถ€์ • ํ‘œํ˜„๋งŒ์„ ๋ณด๊ธฐ๋ฅผ ์›ํ•˜๋Š” ๊ฒฝ์šฐ๋Š” ๊ฐ์ • ๋ทฐ์—์„œ ๋Œ€์ƒ-ํ‘œํ˜„์‹ ๋ชจ๋“œ๋ฅผ ์„ ํƒํ•˜๋ฉด ๋ฉ๋‹ˆ๋‹ค.

์œ„ ๋นจ๋ž€ ๋„ค๋ชจ ํ‘œ์‹œ์˜ ์•„์ด์ฝ˜์„ ํด๋ฆญํ•˜์—ฌ ๋Œ€์ƒ-ํ‘œํ˜„์‹ ๋ชจ๋“œ๋กœ ๋“ค์–ด๊ฐˆ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

์—ฌ๊ธฐ์„œ ํŠน์ • ๋Œ€์ƒ์„ ์„ ํƒํ•˜๋ฉด ํ•ด๋‹น ๋Œ€์ƒ์— ๋Œ€ํ•œ ๊ธ์ •์  ํ‘œํ˜„ ๋ฐ ๋ถ€์ •์  ํ‘œํ˜„๋งŒ ๋‚˜ํƒ€๋‚˜๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
“place” ํ•ญ๋ชฉ์„ ์„ ํƒํ•œ ๊ฒฝ์šฐ, “great”, “clean”, “comfortable”, “cozy” ๋“ฑ์˜ ๊ธ์ •์  ํ‘œํ˜„๊ณผ “not clean”, “dirty”, “filthy” ๋“ฑ์˜ ๋ถ€์ •์  ํ‘œํ˜„์„ ๋ฐ”๋กœ ํ™•์ธํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค. ๋ฌผ๋ก  ์—ฌ๊ธฐ์„œ๋„ ํŠน์ • ํ‘œํ˜„์„ ์„ ํƒํ•˜๋ฉด ํ‘œํ˜„์ด ๋“ค์–ด์žˆ๋Š” ๋ฌธ์„œ๋ฅผ ๋ฐ”๋กœ ํ™•์ธํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.

์ง€๊ธˆ๊นŒ์ง€ ๋ถ„์„ ์˜ˆ์ œ๋ฅผ ํ†ตํ•ด ๋นˆ๋„ ๋ฐ ์ƒ๊ด€, ์‹œ๊ณ„์—ด, ๊ฐ์ •๋ถ„์„ ๊ฐ๊ฐ์˜ ๋ถ„์„ ๊ธฐ๋ฒ•๋“ค์„ ์‚ดํŽด๋ณด์•˜์Šต๋‹ˆ๋‹ค.

๋‹ค์Œ ํฌ์ŠคํŒ…์—์„œ๋Š” ๋งˆ์ง€๋ง‰์œผ๋กœ ํŠน์ • ์‹œ๋‚˜๋ฆฌ์˜ค๋ฅผ ์„ค์ •ํ•˜์—ฌ ์—ฌ๋Ÿฌ ๋ถ„์„ ๊ธฐ๋ฒ•๋“ค์„ ํ•จ๊ป˜ ํ™œ์šฉํ•˜๋Š” ๋ฐฉ๋ฒ•์„ ์†Œ๊ฐœํ•˜๋„๋ก ํ•˜๊ฒ ์Šต๋‹ˆ๋‹ค.

์ด์ „ ํฌ์ŠคํŒ… : Watson Explorer๋ฅผ ํ™œ์šฉํ•œ Text Mining โ€“ 5.๋ถ„์„ ์˜ˆ์ œ(์‹œ๊ณ„์—ด ๋ถ„์„ ์ค‘์‹ฌ)
์ดํ›„ ํฌ์ŠคํŒ… : Watson Explorer๋ฅผ ํ™œ์šฉํ•œ Text Mining โ€“ 7.๋ถ„์„ ์˜ˆ์ œ(ํ†ตํ•ฉ ์‹œ๋‚˜๋ฆฌ์˜ค)