Text analytics is the field that deals with the analysis of text data in a data science context. Many of its methods are relatively simple since it's been around for a while now. However, more modern models are quite sophisticated and involve a deeper understanding of the texts involved. A widespread and relatively popular application of text analytics is sentiment analysis, which has grown significantly over the past few years. Also, its evolution, which involves the understanding of a text's tone and other stylistic aspects, has made it possible to assess text in different ways, not just as a positive-negative sentiment only.
The sophistication of text analytics is mainly due to artificial intelligence in it, especially deep learning (DL) and natural language processing (NLP). The latter ensures that the text is appropriately evaluated, taking into account syntax and grammar and parts-of-speech and other relevant domain knowledge of linguistics. It also employs heuristics like the TF-IDF metric and frequency analysis of n-grams (combining n different terms forming common phrases). All these yields a relatively large feature set that needs to be analyzed for patterns before a predictive model is build using it. That's where DL comes in. This form of A.I. has evolved so much in this area that there exist DL networks nowadays that can analyzed text without any prior knowledge of the language. This growth of DL makes text analysis much more accessible and usable, though it's most useful when you combine DL with NLP.
The usefulness of text analytics, mainly when A.I. is involved, is undeniable. This usefulness has driven change in this field and advanced it more than most data science use cases. From comparing different texts (e.g., plagiarism detection) to correcting mistakes, and even creating new pieces of text, text analytics has a powerful niche. Of course, it's always language-specific, which is why there are data scientists all over the world involved in it, often each team working with a particular language. Naturally, English-related text analytics has been more developed, partly because it's more widespread as a language.
Because of all that, text analytics seems to remain a promising field with strong trends towards a future-proof presence. The development of advanced A.I. systems that can process and, to some extent, understand a large corpus attest to that. Nowadays, such A.I. systems can create original text that is truly indistinguishable from the text written by a human being, passing the Turing test with flying colors.
A great application of text analytics that is somewhat futuristic yet available right now is Grammarly. This slick online application utilizes DL and NLP to assess any given text and provide useful suggestions on improving it. Whether the text is for personal or professional use, Grammarly enables it to deliver the message you intend it to, without any excessive words. Such a program is particularly useful for people who work with text in one way or another and are not super comfortable with English. Even the free version of it is useful enough to make it an indispensable tool for you. Check it out when you have the chance by installing the corresponding plug-in on your web browser!
Zacharias Voulgaris, PhD
Passionate data scientist with a foxy approach to technology, particularly related to A.I.