We are developing a state-of-the-art data strategy to help us analyse online conversations in a more systematic way, so we can provide the highest quality tailored content and moderation. Text mining and analysing textual data through machine learning algorithms offer a way to do that. Specifically, we use Natural Language Processing methods to analyse discussions on our platforms in depth. This provides insights into how the online dialogue is developing over time. Based on this information, we can also measure the impact of our efforts and continuously improve our platforms.