Building a Sentiment Analytics Solution Powered by Machine Learning

May 11th, 2012 10:00 am PT/ 1:00 pm ET

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Outline

Sentiment Analysis Why? Solution landscape Addressing challenges with Machine Learning Building a sentiment analytics solution

Leveraging Machine learning and n-gram

Case Studies

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Sentiment Analysis

Determines the attitude of a speaker or a writer with respect to a particular subject, event or campaign Computational study of opinions, sentiments, and emotions expressed in text

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Measuring Sentiments

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Current Solutions Landscape

Natural Language Processing Deals with the actual text element Transforms text into a format usable by machine Artificial intelligence Uses information by NLP and Mathematical calculations Determines negative, positive or neutral sentiments Used for clustering

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Sentiment Analysis: Challenges

Demystifying accuracy

Inability of machines to gauge and measure sentiments accurately

Isolating content types

Neutral nature of social media mentions

Sentiment override

User needs override control due to inaccuracy of automated sentiment measurement

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Machine Learning

Intelligent structure that acquires and integrates knowledge automatically Learns from experience, training, analytical observation

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Subjectivity vs Sentiment
Sentiment analysis - text classification problem

Segregate

Opinionated documents as per positive/ negative Sentence or a clause of the sentence as subjective or objective Subjective sentence or clause on the basis of positive, negative or neutral

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Determining Polarity
Leveraging Machine Learning

Algorithm identifies positive/ negative/neutral sentiments

Refers knowledge bank to determine polarity of a new sentence or word

A knowledge bank is the database of pre-trained words and sentences classified as negative, neutral, positive

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Predicting Sentiment Intensity

Benchmark neutral - say 40-50% of positive is neutral Intensity below the benchmark is negative and above is positive. Referring Knowledge Bank Continuously trained by a Machine Learning Algorithm Intensity predictions becomes accurate

Occurrence of a word or sequence of words in a particular polarity decides the intensity of the overall sentiment

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How it works?

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Text classification - n-gram

Add Pattern to Dictionary

Ex: RUBBISH Negative RUBBISHING Negative RUBBISHED - Negative

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Building Knowledge Base

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Leveraging Machine Learning

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Impetus Solution
Intuitively retrieves input text for analysis

Processes various Low level APIs, REST APIs, enriched XML DOC, Text, or RSS
Architecture enables exporting services in form of REST APIs

Intuitive solution, capable of processing near real-time data using Big Data stack
Concurrent processing system enables fast results with higher accuracy

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Whats new?

Higher accuracy

Identifies influencers
Reputation as per demographics Measuring sentiment intensity

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Case Studies

Nokia Lumia (On Twitter) Apples iPad3 (On Facebook)

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Case study: Nokia

Search keyword - Nokia Lumia Total tweets analyzed - 9650 Accuracy - 99% Neutral Tweets - 42%
Sentiments: Nokia Lumia

42%

1%

Positive Tweets Negative Tweets Neutral Tweets False Positive

Mexico 3% Germany 3%

Turkey Canada 1% 2%

3%
United States 35%

54%

India 5%
France 5% Italy 8%

United States 11% 7% United Kingdom 8% 9% Indonesia Italy France 11% 10% 11%

Indonesia 15% United Kingdom 23%

11%

India
Germany Mexico Turkey Canada

Demographics by ve sentiment
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11% 11%

Demographics by +ve sentiment

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Case study: Nokia

Successful online campaign for Nokia Lumia Pureview Nokia CRM @nokia (Official Channel) had positive mentions tweets Reputation very high for all Hashtags of #nokia, #lumia, #pureview
Reputation Management CRM Brand Management

Brand management measured via custom keywords search for nokia with no hash tags - mentions with mostly positive sentiment
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Case study: iPad 3

Search keyword ipad3 Total FB status analyzed : 3200 Accuracy: 97% Neutral FB Status: 53%
3% 53%

Sentiments: Apples iPad3

Positive Negative Neutral FP

31% 13%

Demographics: -ve Sentiment +ve Sentiment

36% 48% United States Mexico Germany Canada France China

23% 2% 8%

6%

52% 17%

3% 4% 1%

United States

Germany

France

Mexico

Canada

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Case study: iPad 3

Overall Apples performance on online campaign was effective Product: iPad3 Sentiment: Positive General brand perspective is positive CRM Existing customers feel positive

Reputation Management CRM Brand Management

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What It Looks Like?

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Summing Up

Traditional Approach NLP and Artificial Intelligence We recommend - A Sentiment Analytics solution based on Machine Learning, n-gram and Bayes filter classification

Addresses neutral social media mentions, sentiment override, target overlook actual verbatim

Ability to cross-reference intensity, influence trajectory, velocity and sentiment of each social media mention

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About Us

Strategic partners for software product engineering and R&D Thought leaders in cutting-edge technologies Mature processes and practices that are methodical, yet flexible Diverse domain expertise

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Questions

Please send in your questions using the chat panel

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Thank you
For more information, write to us at inquiry@impetus.com

@ impetustech

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