How NLP can help to Extract the sentiment, Summarize the Text and classify

the content

- Building app in python with Bert Model in Python 3

Abstract (TO BE DONE AT THE END)
TABLE OF CONTENT (TO BE UPDATED with headings and sub headings)

1 Chapter 1: Introduction.....................................................................................................4

1.1 Background/Context.............................................................................................4

1.2 Research Direction and Project Overview.............................................................5

1.3 Description on scope of Research and Project work.............................................6

1.3.1 Research Aim............................................................................................6

1.3.2 Research Objectives..................................................................................7

1.3.3 Scope of the Proposed Project (Literature study).....................................7

1.3.4 Scope of the Proposed Project (Practical Implementation).......................7

1.3.5 Project Objectives (Implementation Specific)...........................................8

1.4 Personal reflection on Project Topic Importance..................................................8

1.5 Structure of the Report.........................................................................................8

2 Chapter 2: Problem Statement.......................................................................................12

2.1 Problem Background...........................................................................................12

2.2 How the Project Intends to create Value............................................................12

3 Chapter 3: Research........................................................................................................14

4 Chapter 4: Product Development Process......................................................................31

5 Chapter 5: PLESI..............................................................................................................33

6 Chapter 6: Evaluation......................................................................................................37

7 Chapter 7: Conclusion.....................................................................................................37

8 References......................................................................................................................38
1 CHAPTER 1: INTRODUCTION

1.1 BACKGROUND/CONTEXT
Irrespective of the nature of business, industry and the organization, the customers are
the central driving force. It is crucial for the organizational leaders to effective control
the customer service quality and experience in order to ensure a reliable market
positioning, enabling higher customer satisfaction standards and ensuring
development of a competitive advantage. With globalization, the overall
competitiveness in the target market has increased tremendously. The presence of
plethora or substitutes and alternatives service providers all competing for the same
market share, it has become more critical for the brands and organizations to set
themselves apart on grounds of customer satisfaction and experience management.
Different academic literature sources and studies have argued that product or price
based differentiation itself are no longer a defining points thus requiring immediate
attention from brands. Customers have a lot of alternatives and options present to
address their day to day needs and thus their purchase decisions now considers a
number of other factors going beyond the simple product or price based
differentiation (Discussed in detail in problem statement section/chapter).

The focus in recent decade or so has shifted largely to the idea of customer experience
management. The idea here is to understand what the customer values most with
respect to their whole life-cycle experience with the brands including the pre-sales
marketing, product, quality, price, after sale services, brand’ social image etc. This
includes all their priorities, expectations, pain points etc. All these factors collectively
form the very core of a customer’ experience with the brand. The ability of an
organization to drive good customer experience by positively influencing these factors
can thus play a significant role towards strengthening their brand’ positioning, the
customer preferences and creating a reliable market position by offering a
differentiated and improved experience. This can directly transform into increased
revenue and sales for the organization, (from the existing customer pool) and act as an
major attraction for potential new customers through word of mouth. Improved
loyalty, trust and engagement with the customers are some other evident advantages
associated with the idea of customer experience management. In simpler terms, the
current environment requires the organizations to become more customer centric and
involved with the customer base to develop a strong relationship and foundation for
their market position.

1.2 RESEARCH DIRECTION AND PROJECT OVERVIEW

The need and importance for customer experience management is evidently clear
from above arguments. The first step towards customer experience management is to
understand their key expectations and concerns areas, their opinion and viewpoints as
well as different sentiments attached with the brands and it products in detail. The
emphasis on understanding what the customer feels about the brand in order to
restructure the strategic approach towards serving the customers. The current project
is inspired by the same direction. Technological processes like Sentimental Analysis
conducted through big data and other machine learning methodologies have
significant potential to serve this requirement.

Simply defined, Sentimental analysis focus on the idea of opinion mining, using
Natural language processing technique on textual data to determine the positive,
negative and neutral context (emotional and opinions) in the same. From business
context, sentimental analysis enables the users/organizations to identify and
categorize different emotions and sentiments associated with a target domain or
market. User reviews and feedback on public sources are unarguably the biggest
source or customer expectations which if evaluated efficiently through the lens of
Sentimental analysis can help identify the areas of concerns, key positive and negative
takeaway, customers opinions etc.
The current project has two major components. The primary focus will be on
conducting the research work focused on the themes of customer experience
management, importance of understanding customer opinions, feedback, expectations
etc, different factors that impact customer experience, and understanding the scope
and benefits of sentimental analysis from business context. Secondly, the project will
focus on developing a Python based application (desktop application) capable of
conducting large scale sentimental analysis on the target data from social media
or/and other sources as required.

There already exists different literary evidences suggesting that the information
processed through sentimental analysis over the social media and other public
platform based customer responses has the potential to improve the strategic direction
of the organization. This information if processed intelligently can help the
organization take more structured and informed decisions. As a part of the research
process the focus will be on studying these literature evidence and then using the
practical implementation of the project to validate and support the claims through the
insights generated.

1.3 DESCRIPTION ON SCOPE OF RESEARCH AND PROJECT WORK

1.3.1 Research Aim

The aim of this project is to understand the importance of Sentimental Analysis and
the value it can offer toward market edge development.

For this purpose, a universal application for Sentimental analysis is to be developed as

a part of the current project in addition to the literature research to be conducted
across the defined themes.

1.3.2 Research Objectives

 Understanding the importance of Customer experience management for
business competitive growth and edge development.
  Identify the potential value contribution from the Sentimental analysis
approach toward a business.
 Identifying the application domain of Sentimental Analysis
 Identifying different processes and sub-processes associated with the
Sentimental analysis process and its eventual contribution to end results or
insights generation.
 Studying different types of Sentimental analysis process.

1.3.3 Scope of the Proposed Project (Literature study)

The research work in the current project will primarily focus on three dimensions. (1)
Academic research with a focus on studying the existing literature sources related to
customer experience management, customer satisfaction, Sentimental analysis and its
technical scope (challenges, types and other methodologies to be used) etc. (2)
Contextual research to understand the business application viewpoint related to
Sentimental Analysis and how it can create value for the business. Secondary
resources (Journal, websites, corporate release etc.) will be studied as a part of the
same. (3) Investigative work specific to technical implementation, the technology to
be used, its restrictions and use case benefits etc.

All these research dimensions will be critical to develop the required foundation
(conceptual framework) as well as the required knowledge base for the project
implementation.

1.3.4 Scope of the Proposed Project (Practical Implementation)

Development of the ML or Machine learning based Sentimental Analysis using will
be targeted as a part of the current project. The BERT model of Sentimental analysis
will be used for the process. In the initial level, the scope of Application will be
limited to Python programming web application. Once the efficiency of the program
is tested and evaluated a more user friendly mobile application can be considered for
implementation (not a part of the current project scope).

1.3.5 Project Objectives (Implementation Specific)

The targeted objectives for the project thus include:
  Developing a Machine Learning (ML) model capable of conducting
Sentimental Analysis.
 Testing and Validating the ML model based application.
 Creating a brief Action plan for the future scaling of the model (to mobile
application)

Targeted Deliverable

The targeted deliverable for the current project is a Python application that can
conduct Sentimental analysis using the BERT model of study.

1.4 PERSONAL REFLECTION ON PROJECT TOPIC IMPORTANCE

From personal standpoint, the research area is of high interest and a potential value
addition to my skill set as a corporate professional. Irrespective of the nature of
industry i work in or the role I will play, each organizational activity is governed by
the sole focus of serving the customer in the most optimized manner. Learning and
experience from this project are expected to help me further increase the skill set
related to customer centric behavior, the idea of customer expectations study and how
emerging technologies can be used in the pursuit.

1.5 STRUCTURE OF THE REPORT

As identified previously, the current project requires both practical and theoretical
components. The current report will focus on presenting a detailed view on the whole
research work and product (application) development process with the help of
following chapters in the defined structure.

Chapter 1: Introduction

The initial chapter will primarily sets the context for the research and discuss the
background related to key areas that created the need for this project. The concept of
customer experience and how Sentimental analysis can be useful in the same will be
prioritized. Additionally, the chapter will define the project scope (both research and
practical implementation) and discuss the Project Aim, objectives and research
direction along with a personal reflection on the topic area’ importance.

Chapter 2: Problem Statement Study

The chapter 2 is closely related to the first chapter and will focus on a more detailed
description of the research’ problem statement thus clarifying the need for the project
with respect to different users or stakeholders associated. The emphasis will be on
outlining how each of these stakeholder groups are expected to be benefited from the
project thus providing a relevant justification for the same.

Chapter 3: Literature Research

The third chapter will focus on conducting study of the existing literature across
journal, corporate sources and other similar sources of information. The chapter will
primarily involve three types of research including Academic research on peer
reviewed articles and journals, contextual research from corporate and other
informative sources and investigative research to support the practical implementation
related to database/framework and models to be used as applicable. The emphasis will
be on understanding the opinions of existing researchers and professionals and then
using the same to conduct a comprehensive study across the theme of sentimental
analysis and its business related advantages.

Chapter 4: Product Development process

The chapter will focus on detailing the actual practical implementation and
development process for the ML model and Sentimental analysis. The chapter will
include description of the techniques used during the process, the frameworks and
model followed, the developed ML model description and its working procedure. The
technical scope, challenges faced and the results obtained will also be discussed as a
part of this chapter.

Chapter 5: PLESI
The chapter will focus on outlining the Professional, Legal, Ethical, and Social issues
(if any) associated with the project and the strategies deployed or planned for
mitigating the issues. The emphasis will be on ensuring that the project doesn’t cause
any harm or threat to the involved stakeholders or end users of any kind.

Chapter 6: Evaluation

The focus of this chapter will be on conducting a critical evaluation of the results
obtained from the developed model i.e. its efficiency and accuracy. Along with this,
the results from the literature study will also be summarized as and discussed from a
critical lens thus creating the foundation for potential managerial insights to be
developed or understanding the potential use case of the model. A personal reflection
on the whole project implementation and literature study will also be presented to
understand key learning areas, challenges and improvements.

Chapter 6: Conclusion

The last chapter of the report will focus on presenting a summarized view of the
results and a discussion over the same followed by discussion on its industry use case,
application areas and research and project limitations. Lastly, the future works
(mobile application and other relevant areas as observed within the implementation
process) will be discussed with an intent to create a plan for scaling the project for
future use.
2 CHAPTER 2: PROBLEM STATEMENT

2.1 PROBLEM BACKGROUND

The increase in competition in global marketplace has resulted in the organizations
searching for different ways to develop the required competitive advantage and gain
market share. Traditionally, focus was always extended to factors like the product
features, price based differentiation or quality based differences at best. But over the
years, the customer expectations have change tremendously with different range of
factors such as service quality, experience, engagement, brand reputation, brand’
social contribution etc. all collectively influencing the customer opinions and
decisions. Thus the focus now is on identifying the what the customers desires, how
does they perceive a brand or a product etc. Such studies require engaging with the
customers on personal level and understanding their emotions and opinions. The
traditional marketing practices such as surveys etc. has the potential to collect the
required information (additionally, similar information can be collected through social
media sources like twitter etc.). But the processing prowess required to analyze such
studies on large scale is not feasible with traditional marketing tactics or manual
processing.

2.2 HOW THE PROJECT INTENDS TO CREATE VALUE

The current project intends to resolve this problem through the use of Sentimental
Analysis approach (application development) where such data elements/records or
sources can be processed in an automated environment thus creating insights related
to:

 Customer opinions

 Customer concerns

 Customer’ positive or negative response and other similar sentiments.

The insights can then be used to govern the operations of the organization based on
changes in their operational strategies.

Following is a description of how the tool/application to be developed in this project

has the business value

Users and Clients

The current project deliverable (sentimental analysis application) has a universal

application base thus the primary users and clients for the current project will include
any organization or professional group who intends to study their target market. The
application will enable these end users to mine the opinions of the customer base from
natural texts gained through a variety of sources thus creating significant managerial
value for their respective organization in terms of improved strategic insights, basis of
operational changes and efficiency and eventual success in managing the
organizational’ strategic direction.

Customers

The end customers for any brand or organization will be significantly benefited from
the project. The ability to mine and understand their opinions will allow the
organizational leaders to better structure the product and related offerings thus
improving the value of services and its quality that the customers receives. Thus the
proposed value for customers will include:

 Increased alignment between their expectations and product/services offered

across the industries.

 Improved ability of the brands to understand their pain points and concerns thus
creating an improved service delivery channel where these issues are actively
resolved.
3 CHAPTER 3: RESEARCH
Expected Word Count for this chapter (4500)

Literature Research

Key themes to be studied:

Customer Experience management

Emerging Importance of Customer Experience management within

modern day business context

In the retailing, marketing, and service delivery, customer experience is

considered as major factor. The firms are performing experimental marketing
by understanding customers’ requirements and how they sense, feel, think,
act and then make choice on certain product on service. To understand
customer experience, a standard definition of customer experience
management would be, “a management process through which customer
interactions on physical and digital touchpoint is explored so that experiences
achieve brand loyalty and revenue generation” (Puccinelli et al., 2009).
Customer Experience Management (CEM) is a process that looks into
interactions of customers with the businesses. The customer experiences will
provide organizations to plan their engagement with customer journeys in
different points. Customer Experience management have a role in shaping a
business by making it more customized as per needs.

Previous literature focuses on providing importance of CEM within business

processes prominently. Considering the research accomplished provides that
in marketing and retail domain customer experience strategies should be
applied (Verhoef et al., 2009). Customer experience management is also
important in business to consumer market and business to business market to
analyze basic need of an organization through power of emotion concept
(Lemke, Clark and Wilson, 2010). Emotional component through CEM helps
in product and service evaluation by identifying emotional decision making
rather than rational thinking (Balakrishnan, 2011). The customer experience
management could affect the business operations within supercenters
through customer loyalty. Authors Wijaithammarit and Taechamaneestit,
(2012) explores those components of customer experience management
influence customer loyalty such as increase in purchase, up-buying, re-
buying, word of mouth, and wallet share. Another study discusses that
customer experience management is an essential component for increasing
business performance and improve overall business productivity (Grønholdt at
al., 2015).

The importance of customer experience management is also valuable in the

field of the retailing. The study by Grewal et al. (2017) proposes five important
areas of retailing which includes technology and tools for better decision
making, visual display and decisions offered by merchandise, consumption
and engagement, use of big data collection as well as analytics and
profitability. In the modern business context, customer experience
management is perceived as important to achieving technological innovations
with real time data. Keiningham et al. (2020) provides that now customer
experience and it’s management process have gone through transition of
technology tools for capturing unstructured data. Furthermore, business
organizations have adopted analytical tools with introduction of social media
tools in which emotional understanding of users is understood (Hodgkinson et
al., 2021). The new study states that customer experience management have
emerged into a digital innovation who adopts user generated content (UGC)
and behavior (UGB) for identifying customer insights (Sykora et al., 2022).
Authors studies that customer experiences should be captured in real time
platform by analysis of extensive emotions and able to collect positive or
negative sentiments specifically.
Factors likely to influence customer experience and satisfaction with a
brand

Customer experiences is required within a firm for gaining competitive

advantage, customer loyalty, and revenue generation. There are several
factors which influence customer experience and it’s management to be
implemented within retailing, marketing, and service delivery operations within
business sectors. Authors Wenwei and Tongtong (2010) conduct primary
research for exploring different factors of customer experience in retail
industry in China. They observed as customer experiences are influenced
through different directions and decomposed it into seven domains such as
past service, pricing, convenience, product, atmosphere of store, brand and
relationships.

The past experience of a customer who shapes the future actions of the
customers which is a contextual factor influencing customer experience in
new service purchase (Chahal and Dutta, 2014). There are past experiences
which includes what customer have gained when they attempt a service
focusing on activities in business engagement and overall service (Kang et
al., 2017). Further, study reported that customers who have good experience
and have full satisfaction revisited again. The previous experiences will
influence decision makers to change their current experience fulfilling and
customized towards their needs (Fawcett et al., 2014). Additionally, a
customer could also increase word of mouth and build relationships as they
often visit a product or service with family members which also influence
other’s customer experiences. Chen et al., (2021) explored that AI chatbots
will have primary contribution in making customer experience and customer
satisfaction impressive in retail websites. The authors with help of this study
were able to identify that employees productivity were also improved in
technology-oriented learning increase service delivery successfully.
The authors Mishra and Kumari, (2018) found into research that point of sales
also influence customer experience within organization. As well as Khan and
Rahman (2015), provided that social atmosphere through crowding and staff
appearance of the retail space determines customer’s cognition, approach
and emotion towards service delivery and customer satisfaction. The store
atmosphere is also equally important and shapes the consumer experience
for new product and services as per Verhoef et al., (2009) who explores
including physical ambience, interior of store, the design, the lighting, the
temperature. Martin et al. (2015) determined that assortment is also
determinant which creates customer satisfaction of brand by offering choice of
different brands, touch and product feel, quality, uniqueness, quality and
variety. Khare (2014), describes that convenience is another factor which
influence customer satisfaction in which retail shops should be no prime
location and have working hours as per suitability of consumers.

As per Zhang et al., (2010), customer experience management model is

influenced within a organization due to it’s environment, subjective
perceptions of a customers as well as strategic factor which provides a to
make choice in business processes for changes in operational management
systems. Similarly, study Cetin and Dincer, (2013) states that physical
environment is responsible for successful customer loyalty and
recommendations. Findings provides indication that in hospitality customer
service experience is influenced by making positive changes in consumer
behavior. For example, some influences included safety and security,
personal care, facility location, material quality, and staff knowledge were
helpful increasing customer experiences for their next visit. This study
perceives macroeconomic factor, enterprise moderator factor, and situation
moderator factors which influence customer delivery management process
(du Plessis and de Vries, 2016). The macro-economic factor influences
customer’s brand, regulatory activities and competitor processes. Lastly,
customer experience is also influenced by situations such as better company
culture and employee satisfaction which improves the performance towards
end delivery.

Importance of understanding customer expectations and opinions

Customer expectations and their opinions are important for the business
because they provide an understanding on what customer requires from their
product or service launch. According to Elwalda, et al., (2016), online
customer reviews were helpful as they help in changing purchase decisions of
customers based on product information provided on portal. Sethna (2017),
provided analysis by using user generated content to detect purchasing
behavior, trust, and buying intension of customers on specific service.
Furthermore, the online comments and opinions of previous experience
helped them in making new changes into existing product development
process. Aggarwal and Mittal (2022) determined that social media and user
interactions through such platforms were helpful to analyze customer’s
requirements. The different opinions were important for making new upgrades
in brand of company and influence purchasing decisions by introducing new
changes. Author expands those social media opinions matters for generating
value to the business through consumer interaction. Sridevi, and Mathivanan
(2020) implied that online shopping website will generate review from target-
based customers who will provide what they like and dislike about service.

Sentimental Analysis and its role in understanding customers

Sentimental Analysis definitions

First the concept of “sentiment” should be understood which is described as

opinions and subjectivity. Opinion is described as conclusion thought which is
assertive through a independent view. Hence, sentiment offers a settle
opinion emerged from ones’ feelings and emotions (Liu, 2012). Sentiment
Analysis have been given difference reference into the previous literature
which is subjectivity analysis, opinion mining, and appraisal extraction, as well
as computing through computer recognition and expression of emotion
(Steinberger et al., 2011). The concept is described as linguistic expression
who is combined through single words, phrases, or sentences; as well as
whole documents which are called as sentiment unit.

Several researchers have conducted their studies on levels of sentiment

analysis. At phrase level, sentimental analysis is conducted through opinion
words which are mined and classification occurs are usually adopted for
product reviews in multiple lines (Thet et al. 2010). Sentence level analysis
occurs when polarity is found in document have require to tackle mix of
opinions (Yang and Cardie 2014). Document level sentimental analysis
occurs on a complete document and not adopted very frequently and is useful
for understanding position, negative or neutral opinion for chapters as per
(Bhatia et al. 2015). Aspect level analysis is accomplished by determining all
important aspects on each sentence of text as well as allocating aggregate for
same (Schouten and Frasincar 2015).

According to Piryani et al. (2017), the concept of sentiment analysis is

evaluated from 15 years by framework describing computational processing
through unstructured data for detecting distinct moods. Whereas, another
study has provided usage of sentiment analysis by incorporating machine
learning algorithms and social media to analyze different opinions of
customers (Hangya and Farkas 2017). Sentiment Analysis and it’s
implementation in opinion mining was established by (Ligthart et al. 2021).
The problem of sentiment analysis, classification, and detection of opinion
spam and fraudulent reviews were analyzed into study (Yadav and
Vishwakarma 2020). Sentimental analysis was also described as an effective
way to include online reviews through machine learning algorithms such as
sentiment categorization, predictive decision making, and false reviews
detection (Balaji et al. 2021).
Sentimental analysis process description

The sentimental analysis process involves four important steps which include
gathering of data, cleaning of text, opinion mining, and analyzing results.
Authors in previous study implies that process of sentimental analysis is step
by step approach and requires a proper structured method to implement
different algorithms (Godsay, 2015). Data gathering takes place in which all
important information related to customer experience and their previous
usage of data through social media, scraping tools, data feeds, and APIs from
platform is undertaken. The purpose of this step was to gather all the
information from previous experience of customers and reviews for a service
brand in specific interval (El Alaoui et al., 2018). In the second step, cleaning
for collected text takes place by data processing and removal of stop words
from the information, punctuation, and stemming (Pahwa et al., 2018). This
step is valuable because it offers to remove text which is not mandatory and
create major issue.

In the previous literature step 3 is conducted and termed as opinion mining

frequently. There are various types of sentiment analysis algorithms applied
by the authors for data analysis through broad division into positive and
negative category. Furthermore, algorithms were capable to determine
different types of opinions through complex generating sentiments such as
happy, anger, or sadness. The last step is result formulation into different text
categories. Here data grouping was major accomplishment and will produce
different reactions such as positive, neutral, or negative. The sentiment
connected with date, timeline as well as showcasing peaks and valleys helps
to make changes on positive and negative opinions (Chen et al., 2020).
Therefore, the last step was helpful in building relations among opinions on
specific brand on a given date and time.

Sentimental analysis techniques and technologies

Sentimental analysis techniques and technologies in the previous literature is
divided into three ways including machine learning, rule based, and lexicon
based respectively. Research accomplished that machine learning strategies
are conducted by training of algorithm through datasets. Kaur (2018),
explained that machine learning technique will initially run the algorithm by
inserting some input and output for unknown datasets. The Sentimental
analysis for machine learning applies two more approaches including Support
Vector Machine and Naïve Bayesian classification. Support Vector machine is
a model which will perform data analysis by identification of different data
patterns useful in classification and regression analysis (Bhuvaneswari, and
Kalaiselvi, 2012). Naïve Bayesian Classification works on applying
NaïveBayes theorem which implements maximum likelihood and Bayesian
probability (Suthaharan, 2016). Rule based approach is widely discussed in
the literature by offering different rules to determine an opinion by developing
sentence tokens in each document; in addition, each token is tasted for
opinion generation (Poria et al., 2014). The authors after conducting study
found that words are rated +1, neutral, and zero if sentiment is positive and
null if negative.

Lexicon based techniques are most frequently used and conduct sentimental
analysis by assuming words in the texts with labels positive, negative, and
valence dictionary. In several studies this approach has been adopted for
analyzing opinions for text. Ahmad et al. (2017) have adopted this approach
which was on emotional research used in dictionaries to determine opinion
lexicon for text analysis. Colbaugh, and Glass (2011) implemented lexicon
based sentimental analysis algorithm for identifying regional public opinion
related to events such as the 2009 Jakarta hotel bombing and the 2011
Egyptian revolution. Whereas, in another study investigation was done to
analyze relationship in between regional online sentiment on Palestinian
suicide bombing attacks operated over Israel as well as impact of epidemic
risk in H1N1 vaccination (Colbaugh, and Glass, 2013). Lexicon approaches
are applied into two methods. Dictionary based approach is conducted by
determining opinion seed words and then make search on dictionary to select
synonyms and antonyms (Fei et al., 2012). Whereas, corpus-based approach
was undertaken by creating seed lists of opinion words and later on determine
opinion words in corpus the opinion words and their context specific
orientations (Zhang et al., 2014).

Application domain for the process

Sentimental analysis has several applications areas which are explored by the
different researchers previously. Authors Medhat et al., (2014), explored
different domains which includes Emotion Detection (ED), Building Resources
(BR) and Transfer Learning (TL). Some of the other applications domains of
sentimental analysis were blogger centric contextual adverting and
dissatisfaction oriented online advertising explored by the authors into their
study (Alessia et al., 2015). In this study the purpose was to create personal
advertisement on blog page by defining the major interests of an organization,
customers opinions on restaurants, travels, and stores. The concept was
applied for analyzing cancer patients mood by using sentimental analysis tool
such as (Rodrigues et al., 2016). Furthermore, authors identified to detect
emotional state of patients as well as discussing was made for online
community at Brazil and language was Portuguese language.
Nguyen et al., (2015), adopted the model in stock prediction model through
inclusion of specific finance topics and preparation of datasets such as
historical price dataset and mood information dataset. Further to determine
public opinions on US immigration and border security was presented for
social media platform iMood by (Chung and Zeng, 2016). Schumaker et al
(2016), adopted the crowdsourced sentimental analysis application for
predicting English premiere league matches to conduct decision making.
Liang et al. (2015), conducted sentimental analysis to make predictions for
mobile application sales through online word-of-mouth textual comments. In
this research by Barbosa et al (2015), sentimental analysis application was
developed to make hotel ranking predictions through usage of numerical
ratings in 7 cities and TripAdvsior web portal by dividing it into positives and
negatives.

ML, AI and NLP and their emerging role in business

Machine Learning (ML)

The evaluation of Machine Learning or ML in making business more focused

offers predictability for decision making and quality control, business
governance, risk management models, scalability, as well as customer
relationships. For example, authors in this research defines that IBM uses
supervised learning methods like decision trees and rule induction to prepare
predictive model (Apte, 2010). This model is helpful in management of quality
control problems in manufacturing and performance concerns in computer
systems which are large scale and complex workloads.

Authors Rana et al. (2014) argued that machine learning algorithms are
usually helpful to conduct predictive accuracy and for making decisions based
on it and fix operations as per requirement. On this theory, they provide a
framework to implement ML into IT companies for gather software defects in
early phases. Stern et al. (2017) research explored through the works that
selection of useful directors on business firm’s board could be done with such
algorithms. Furthermore, study proposed algorithm by taking specific
information like profitability parameters, and shareholders support. This
research presented that machine learning is ideal to select organization’s
governing structure, select leaderships, and improve overall strategic
performance. In addition to this, machine learning was helpful in creating
business intelligence through text mining, Li et al. (2017), describes the
emerging role in business by delivery of Machine Learning as a Service or
MLaaS who works as a platform who will determine real time questions. The
role of machine learning by was also implied as predication-based mechanism
to increase strategic decision making in healthcare industry.

The authors Nithya and Ilango, (2017) applied the machine learning tools to
create alert and risk management decision support tool which will increase
quality and safety in healthcare domain. The study also stated that it is helpful
to remove concerns related to health business growth in areas such as
electronic record management, data integration, and computer aided
diagnoses and disease predictions. Another emerging role in business by ML
was explained in the study which stated that it is helpful in earn scalability and
remove data-oriented problems and operational performance excellence
(Shrivastava, 2018). The customer relationships could have improvement with
help of machine learning as authors in this study found customers who
promotions and rewards valuable (Aluri et al., 2018).

Artificial Intelligence (AI)

AI will have emerging role in predictive maintenance by implementation of

sensors and sensors and anomaly detection to check machine failures in
manufacturing and supply chain management for reducing downtime (Bughin
et al. 2017). In the industrial sector role of AI is to provide optimization
processes in real time for engineering effectiveness with short development
cycle and lower rates of errors (Østergaard et al. 2019). The marketing aspect
of any business is important to sell their product and service. AI have been
adopted in marketing operations for reducing cost and revenue generation
with marketing decisions (Davenport et al., 2020). Additionally, customer
awareness and information could help in making decisions related to product
recommendations, pricing, promotions, and customer engagement. Fraud
detection in banking for credit fault and financial statements will be predicted
through AI to check behavior changes (Königstorfer and Thalmann, 2020).
Another role in emerging business operations will be demand forecasting in
supply chain management to make forecast on time changes through
Shortened product life cycles and fluctuating customer behavior (Toorajipour
et al., 2021). Therefore, Artificial Intelligence will offer manufacturing
operations predications, customer engagement, real time optimizations, and
credit fraud inspections.

Natural Language Processing (NLP)

Natural Language Processing is a sentiment analysis technique which is

mostly adopted in the finance market and trading operations. This technique
determines opinion of specific topic after checking written or spoken language
and is adopted in stock markets. One of the major roles is to offer monitoring
and analysis of stock price with their updates in real time by making analysis
for trade fluctuations (Kass, and Shah, 2008). Furthermore, NLP could also
help businesses for analyzing text in filtering emails and spam identification.
Also observed as by (Halder et al., 2021) NLP technique was able to increase
security of the company’s operations by offering voice recognition by taking
information from datasets and use it. The customer service management is
emerging process in the companies to understand selling of product as per
need. Also, (Mnasri, 2019), implied that online chatbots offers customer
suggestion in questioning and answer format. Further, the study presented
that virtual assistant improved customer services through automatic queries in
different formats such as text, speech, and audio (Bahja, 2020). The natural
language processing was adopted in e-commerce application to check
consumer behavior such as feedbacks, reviews, ratings, post, and comments
as per (Kalyanathaya et al., 2019).

Contextual Research

Understanding the emerging importance of customer opinion mining and its

impact on business strategies.
Customer Opinion mining is a broad concept in which three important
changes in the business strategies could be seen including improvement of
product, competitive advantage, and policy change. Ramnani, and Sengupta,
(2021) in their study state that opinion mining is important because provides
product improvement. They define that customer opinion mining provides a
way for product manufacturer to understand how consumer perceive for
product works or not. This information is valuable resource because it
increases product benchmarking and marketing processes within a firm.
Bakshi et al (2016), detailed that customer opinions on product attribute are
helpful in checking reasons of lower profit for every individual and not
collectively. Some major business trends such as deal administration, status
management, and advisement changes could be made successfully. The
cost leadership strategy within a business organization could improve through
application of customer opinion mining. Customers within a business
organization buys items as per their requirement and understanding. Pricing is
biggest concern in earning competitive edge from other companies for which
customer opinion mining is helpful as per research done explore use in
improving cost leadership initiatives (Tripathi, and Naganna, 2014). As per
haralabidis et al. (2015), opinion mining of customers will increase policy
change in an organization through public opinion survey analysis. This study
describes those public opinions are helpful in improving regulatory and quality
measures within the public and private corporations in a successful manner

Understanding the emerging use of Sentimental Analysis in modern day business

environment

In modern day business environment, Sentimental analysis could be useful in

different ways such as competitive analysis, useful insights, trend analysis,
business process intelligence, reputation management, and new innovative
adoptions. One of the major emerging uses could be seen in identifying
competitive analysis for the business operability. As per research undertaken
by (Ribarsky et al., 2014), sentiment analysis is helpful for a business to
determine competitor’s strategy with track keeping on their brands, new
product and services. Also, businesses will use this information to determine
business environments where product could become successful and where it
could not from competitors (Jayasanka et al., 2014).

Secondly emerging use of the technique is to measure and improve marketing

strategies in a business operation. Considering a previous research,
consumer opinions, experiences over a specific product or service will offer a
framework to redesign marketing campaigns, and messages (Kleindienst et
al., 2015). Businesses could see role of sentiment analysis in extracting
insights into values and behaviors of customers while they made purchases
previously. For example, (Holsapple et al., 2014), proposed that new business
opportunities could be identified from insights to define areas where product
and services are sold more frequently. The authors in this propose that
information related to customer’s experience, their satisfaction levels such as
dissatisfaction or appreciation elements like product quality, delivery mode
and communication methods (Drus and Khalid, 2019). The marketing analysis
process is designed as per customer needs and satisfaction level so that
more selling and revenue generation is gathered successfully.

Reputation management is another application of sentiment analysis which is

highly adopted by retail businesses presently. The sentiment analysis will
provide business organization a monitoring, analysis, and aggregation
opportunity from information extracted through various sources (Seebach et
al., 2012). Furthermore, study state that brand reputation management could
be identified through such data and how such threats could be managed
successfully.

Also, trend analysis is another use through which businesses perform trends
to check if customer’s taste over product is changing, and any improvement in
purchases are affected or not as per (Fan and Gordon, 2014). The study also
explored that trend analysis will contribute in identifying new innovations as
well as adjustment to product features respectively. In addition, sentiment
analysis is also adopted by businesses to check different posts on social
media platforms related to their current strategies and gather quality offered to
customers from their product media pages (Ciocodeică et al., 2022).

Difference sources to target for opinion mining and respective rationale for each
source

There are different sources which are targeted for conducting opinion mining
so that sentiment analysis could be accomplished successfully. As per (Kang
et al., 2013), one of the data sources used in this research was based
quotations extracted from newspaper articles and reported speech identified
from reports present online. Furthermore, study described that breaking news
alerts are categorized in pre-defined categories and are useful to extract meta
data including location references, persons, and organizations. The role of
news source will be offering sentiment analysis on popularity of persons,
organizations, products, programs, and new business initiatives undertaken.
Another data source which is considered valuable for targeting opinion mining
will be business website and third-party websites. Considering application in
this research where authors have taken data source into consideration as
company’s website, third party websites including Flixster (Singh et al., 2017).
Also, the authors have adopted this source because data from website is
correct and is considered as the most authenticated source to perform
analysis. Overall, opinions related to movie ratings was identified with correct
and accurate manner because source was from reliable space.

The professional reviews are considered as important source to target for

opinion mining from product companies such as amazon, www.dpreview.com,
www.imdb.com, and www.cent.com (Saberi, and Saad, 2017). This study
proposed that the reason to select this data sources are tracking exact mood
of public over certain services which are based on emotions. Also, focuses on
implementation of data sources identified through social websites, microblogs,
news articles and forums to express people’s feelings and feedback on
specific service was found by (Balaji et al., 2018). This study offered that
sources if applied for mining procedure will identify the accurate results on
intension of data extracted here. Lastly, the most important data source is
considered as social media platforms especially Facebook, Instagram and
twitter as per this study useful to determine a public opinion through shorter
texts, Facebook comments, and tweets specifically targeted for political views
(Tsapatsoulis, and Djouvas, 2019). Henceforth, data sources which were
found important for opinion mining are categorized under news reports,
product reviews, business organization’s websites, and social media
platforms.

Investigative work

Technologies involved in Sentimental Analysis process

Sentimental analysis precisely uses two important technologies to perform

text analysis such as natural language processing or NLP and machine
learning for assignment of weighted sentiment scores to topics, themes, and
categories from a word chosen through phrases or sentences. NLP is mainly
useful technology included in process due to changes seen in text
representation methods such as word and sentence encoders who transit the
words and sentences into vector representation useful in neural networks as
input to keep the semantic information coded into words and sentences
(Mishev et al., 2020). To detect feelings polarity having message such as
negative and positive affect is composed on the emoticons who determine
sad or happy feelings from different range of non-facial variations
(Hogenboom et al., 2013). Linguistic Inquiry and Word Count adopted to
determine text-based polarity through dictionary words between positive and
negative as well as other components such as emotional, cognitive, and
structural respectively (Aytug, 2018). Also, happiness index is a sentiment
scale which is used in process by providing scores in a given text between 1
and 9, indicating the amount of happiness through Affective Norms for English
Words (Araujo et al., 2014). The authors (Pérez et al., 2021) have developed
new approach through which programming language is applied in sentiment
analysis by combination of machine learning algorithms and NLP To receive
correct coverage and competitive agreement.

Python programming advantage and disadvantage for Sentimental Analysis

Python programming have several advantages and disadvantages whenever

it is proposed model in sentimental analysis. First of all, python is easiest
language for operating and understanding for which it’s recommendation
sentiment analysis could be done. As per Folks (2014), python language is
interpreted automatically by direct execution of code through any line and it
gets stopped further execution and reporting the error respectively. The
adoption of sentiment analysis requires large number of libraries which are
offered by Python for functions internally (Bogdanchikov et al., 2013). On the
contrary, previous literature identifies major concern in Python language
which is slower speed. The authors Kruglyk and Lvov (2014) have stated that
python is considered as dynamic typed language and interpreted through line-
by-line code execution. Also, dynamic nature takes more time for which they
are only used in slower projects and hence specific for machine learning
platforms. According to Gujjar, and Kumar (2021), TextBlob a python library is
used in sentimental analysis by having simpler API so that methods could be
accessed for NLP tasks however lack in certain areas by covering the polarity
and subjectivity. The authors also explore that Emojios are used in the
framework whose analysis is not provided by TextBlob accurately. Therefore,
not all python libraires are suitable for conducting the analysis successfully
with precisions.

Alternative technologies that can be used for Sentimental analysis

As machine learning and natural language processing are taken into
consideration as primary technology which is observed in the previous works
accomplished. Deep Learning could be identified as alternative technology
which is useful for sentimental analysis. When compared to earlier
techniques, this study provides a more effective and efficient automated
feature extraction strategy through deep learning (Dang et al., 2020). Also,
study explored that the complicated manual feature method in the traditional
methodology surface approach could run with deep learning successfully.
Deep learning was also seen effectively applied to gain improvements over
existing works. The strategies determine feature predictability and serve as
the ideal basis for implementing deep learning techniques (Tang et al., 2015).

Furthermore, another study defined that deep learning approaches works as

important computational tool and are providing faster execution which
provides discovery on extracting text from intricate semantic representations
automatically from data without feature engineering (Pandian, 2021). Also,
study have provided a new feature to existing studies which suggest that
semantic representation takes place on sentence level identified in both
natural language processing and machine learning platforms. Another
suggested study has established a deep learning approach that can be used
with three phases of feature extraction (Yadav, and Vishwakarma, 2020).
Authors in initial stage create sentiment classifiers using deep learning, which
will serve as a baseline for comparing performance. The second step is to
apply ensemble methods and information fusion to arrive at the final collection
of sources. Finally, structures are combined to classify multiple models and
conduct experimental analysis for the optimal learning experience.

4 CHAPTER 4: PRODUCT DEVELOPMENT PROCESS

5 CHAPTER 5: PLESI
Natural Language Processing is useful for identification of opinion mining and
extract data from sentiment analysis. However, information drawn should not
go through any PLESI issues and risks while conducting the research
(Hartwig et al., 2022). PLESI here denotes as professional, legal, ethical, and
social issues which often appears whenever NLP models are adopted in
sentiment analysis. Also, it determines a professional attitude for computer
technology applications, offering toward the law relates with computing,
ethical problems resolution and bring awareness in strong relationship for
computer technology and society (Yasar, 2022). Henceforth, the motive to
gather this concerns is to make sure this research addresses them with
proper consideration.

Professional Issues

The lack of professional measures in adoption of natural language processing

and machine learning algorithms will make the study less credible,
confidential, and anonymous (Green et al., 2019). For example, the language
or piece of text used for the research was very much credible and undertaken
with consent. Also, data is confidential and anonymous which is kept saved in
file records who is not accessible by anyone else except researcher. Also, all
the studies taken from previous literature are peer reviewed, well referenced,
and credible to gather how natural language processing is useful in sentiment
extraction. Furthermore, a professional step by step approach is applied in
product development process which demonstrate adoption of NLP and Python
Bert model to create application for sentiment analysis respectively (Birjali et
al., 2021).

However, some professional concerns are identified in such model

implementation related to Codes of conduct, codes of practice and standards.
The code of conduct, codes of practice and standards will state that research
should be done based on the requirements to the people whom it will useful
for (Yallop, 2012). NLP systems often face risks in using language format and
syntax. For this reason, the study has adopted text which is clearly focusing
on sentiment and opinion mining and does not have any human errors as well
as a universal model update NLP system for each additional language.
through a certified language translation service (Javadi, and Khezrab, 2020).

Artificial Intelligence and it’s branch such as natural language processing

system could possess great risk and threats related to privacy, security as
well as safety of system designed. Considering here research application
model defines opinion mining and text analysis from customer opinions on
service will be used as computer crime by cybercriminals. The lack of privacy
and security on the data adopted for study will risk model’s quality (Saria,
2022). Also, the system is critically safe and does not affect any organization,
professional group, or marketing team of a product or service selling feature.
Thus, professional risks could be overcome with help of a structured approach
and application of NLP systems wisely.
Legal Issues

For any research, legal measures should be reviewed so that information is

authentic. The data source and collected information for sentiment analysis
should not be copied from other works and should present original results
here. The usefulness of NLP and AI should be safe and efficient by offering
successful application model after analysing that dataset is reliable and valid
(Gerke et al., 2020). In addition to this, to ensure safety of the model, some
important laws are considered for this research.

Intellectual property law was considered to avoid legal issues in this research
by offering paternity and recognition of informed adopted from other resources
(Pearlman, 2017). Also, right to integrity is measured as the application
presented here is not tampered with anything else and other works
represented are only for understanding of researcher’s sights gain on
customer opinions. In other words, original works of customer opinions and
product reviews are selected have taken permission to avoid copyright issues.

The dataset selected for sentiment analysis follows data protection law as no
harm is done for customer’s personal information. The product reviews from
any retailing website will have data that is accessible to every customer. To
determine opinions other aspects of customer’s like or dislikes is used in
sentiment analysis through NLP application. The subject of personal data
taken from customers is correct, accurate and adequate and specific to
purpose of running this model which deletes immediately once research is
approved (Zhuhadar, and Ciampa, 2019). All important technical measures
will be taken so that identified customer opinions from text extraction is not
received by any unauthorised and unlawful processing due to against
accidental loss and personal data damage.

As this information will be stored in computer data, backups will be adopted

and tentative measures for security of information done (Greenleaf et al.,
2018). The information identified is kept stored on online platform and for
cloud as well so that online accessibility is done if system corrupts abruptly.
Lastly, legal parameters for the NLP application using Python are designed
through computer application which refrains from computer misuse. The
computer misuse law is a measure undertaken for this study if unauthorised
access and modification appears in systems, programs, and data as well as
unacceptable editing and deleting (Fafinski, 2013). The researcher has
provided security so that final results are not accessible to anyone else and
belong to the work published. Overall, the legal considerations will protect the
final results acquired through this model helpful in research accomplishment
misused by taking a company’s customer data.

Ethical Issues

Natural Language processing will have a significant impact on how to improve

product marketing framework by obtaining consumer feedback from previous
product evaluations. However, NLP systems could rase the ethical dilemma
due to delayed development identified on by robust data access regulations
the ethical concerns are not entirely unacknowledged (Suster et al., 2017).
This research has understood privacy concerns and sensitivity of data
collected data metrics by applying ethical principles respectively. In addition to
this, to references of biases that may damage the reliability of empirical
research and result in applications that are damaging to society is also taken
to consideration.

The sensitivity of data and privacy is major ethical consideration for

conducting AI and NLP research. For example, legal and institutional
concerns are raised through sensitivity of customer data from a retail firm
which makes difficult to gain access of requested data (Barzilay, 2016). As
University’s research is connected to a product selling organization, the
corpora are only limited transparent access framework through which reach of
NLP researchers exist. Also, ethically using personal data of any individual in
the research without prior inform is also measured wrong. For example, any
customer’s detail, their credit card use, product purchases, and other data
collected from website is confidential for the particular company which as per
company policies is not shared with third party. As per general data protection
rule, processing of personal data should be under a lawful by means of
consent with fair and transparent approach (Khurana et al., 2022).

Considering that all opinion mining is done for legitimate purpose data will be
for limited usage till its requirement. Furthermore, obtaining consent is
complicated and create ethical problems in receiving explicit informed consent
from each customer. The research could have been compromised because
consent retrieval was time consuming and will have financial and bureaucratic
burdens (Leidner, and Plachouras, 2017). Other practical reasons such as
lack of availability of customer to agree could also stop research. For this
reason, research adopts text from an online corpus and not taking any
consent from a company where product reviews and shared (Johannben et
al., 2020). To remove ethical issues, the data used in this NLP system will not
be accessed by third party to ensure confidentiality (Larson, 2017). Therefore,
this study keeps secure access and storage of sensitive market and product
related data, and manage degree of privacy loss and usability properly.

Social Issues

The social issues could appear while adopting the natural language
processing framework for sentiment analysis. The information collected in this
study is selected while taking societal impact of research by avoiding
exclusion, over-generalization, and over-exposure (Kumke, 2019). In this
research, customer opinions are taken for a product and service but no over
exclusion of demographic bias is done. The assumption to make human
nature universal by adopting on one group and another group as well is
excluded. For example, the companies who are searching for customer’s
thoughts and perceptions will consider only product reviews and what he or
she does and likes or dislikes are avoided to keep it away from demographics.

The customer data is not over generalized by adding wrong assumptions so

that results shown are confusing (Hovy, and Spruit, 2016). No assumptions
are made and any over generalization on customer data is seen in this
application design. Also, customer opinions for a particular product and
service does not over expose by taking positive and negative responses. The
social issue will appear if research goes into other directions over exposing
main motive (Kumke, 2019). Here, the application is universal and specifically
the primary users and client will only include organization and professional
group who study their target market. In this manner, researcher have kept
social implications in consideration while designing this proposed model
useful to professionals and retail marketing organizations effectively.

6 CHAPTER 6: EVALUATION

7 CHAPTER 7: CONCLUSION
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