A method may include receiving a search phrase including a first word. In response to receiving the search phrase, a database may be queried to retrieve an item description matching the search phrase. The first item description may match the search phrase by including a second word that matches the first word in the search phrase. A semantic role for the first word included in the search phrase may be determined based on a semantic role of the second word included in the item description. An analytics result associated with the search phrase may be generated based on the semantic role of first word included in the search phrase. Related systems and articles of manufacture, including computer program products, are also provided.