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BeyondSen)mentHype:

Conversa)onContextforAccurate

Discovery

HadleyReynoldsNextEraResearch

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Agenda

Wherewearenowmarketdrivers&technologydynamics

TheSen)mentBubbleconsideredDifferen)a)nglevelsofanalysisPrac)caldimensionsofanalysisandexamplesDiscussion

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MarketDriversforSen)mentAnalysis

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MarketDriversforSen)mentAnalysis

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MarketDriversforSen)mentAnalysis

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MarketDriversforSen)mentAnalysis

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MarketDriversforSen)mentAnalysis

Addi$onalWeb2.0Content:

BlogsDiscussionForums

Amazon(Yelp,TripAdvisoretc.)Reviews

UserGeneratedRangsData

LikeGoogle+Andmore,muchmore

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Sen)mentTechnologyProviders

0

5

10

15

20

25

30

35

40

45

2003 2004 2005 2006 2007 2008 2009 2010 2011

Corpora Software

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WhereDoesSen)mentBelong?

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EarlySocialMonitoring

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NaveSen)ment

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Credibility:comesfromaccuracy&insight

Ambiguity:istheenemyofaccuracy

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ChallengesforSen)mentAnalysis

Levelofanalysis TimeframesforanalysisRela)vesophis)ca)onofanalysis

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LevelofAnalysis

Corpus(Dothebloggerslikeus?Document(Doesthisauthorlikeus?

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DocumentSen)mentMath

good

o.k.

great

disappointed

Term Value Score

good 2 2

great 3 3

o.k. 1 1

disappointed -4 -4

Total: +2

Posi)vedocument=4pointsoraboveNega)vedocument=-2pointsorbelow

Neutraldocument=-2through+3

NeutralDocument

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DocumentSen)mentMath

ok

o.k.

great

disappointed

Term Value Score

ProductAgood 2 2

ProductAgreat 3 3

ProductAo.k. 1 1

ProductA

disappointed

-4 -4

ProductBgood 1 1

ProductBok 1 2

ProductB

disappointed

-4 -8

Total: -3

Posi)vedocument=4pointsorabove

Nega)vedocument=-2pointsorbelow

Neutraldocument=-2through+3

good

ok

ProductBProductA

disappointed

disappointed

Nega)veDocument

good

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LevelofAnalysis

Corpus(Dothebloggerslikeus?Document(Doesthisauthorlikeus?Sentence(Whatisthispersonscomment?

En)ty/A`ribute(Whatisitaboutusthatshelikesordoesntlike?

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En)ty-levelAnalysis

Opinion TargetEn)tyPerson

Opinion TargetEn)tyPerson (Emo)on (Feature(Profile

(SocialNetwork

(Feature

(Feature

Sources

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TimeframesofAnalysis

Retrospec)veanaly)cs/businessintelligencePredic)veanaly)csqualityissues,futureperformance

TrendemergenceReal-)mecustomerinterac)ons,socialinterac)ons/engagements

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Sophis)ca)onofAnalysis

Keyword-basedsen)menttechniquesSen)mentterms:elusive,ambiguous,influxSen)mentlexicons:incomplete,non-specific,inflexible

Unabletounderstandcontextsurroundinganexpressionorthepeoplecontribu)ng

Unabletounderstandconnec)onsamongrelateden))esanda`ributesandpeople

Unabletogaugequalityofsourcematerials

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Sophis)ca)onofAnalysis

Seman)c-basedsen)menttechniquesSen)mentterms>>incorporaterelatedexpressions,fuzzylogic-NLP

Sen)mentlexicons>>domainontologies(availableorbuildableprovideanaly)calcontext

Abletounderstandcontextsurroundinganexpressionorthepeoplecontribu)ng-machinelearning&othertechniques

Abletounderstandconnec)onsamongrelateden))esanda`ributesandpeople-triples,eventextrac)on

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DimensionsofAnalysis

Ontologiesaroundopinionobjects Iden)fica)onandqualifica)onofen))es&a`ributes&rela)onships

Emo)onalcontentofexpression(s Qualitygaugeofsources Profilesofindividualcommenters Roles/interac)ons/sociologyofcommentersandtheiraffilia)ons Timeframeforexpressionsandresponses

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Beyond+/-:

Ontology-basedanaly)cs

Source:BuzzStory

SameOntologybreakdown

SameScale:ExpressedOpinions

Highervaluesforcardiovascular

diseaseswithAvas)n

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Opinion::Emo)on

Source:BuzzStory

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QualityofContentSources

"Iknowofonemethodthat

wouldbereallyscaryandgraphicthatwouldworktowardsgengpeopletostoppollu)ngmyseabreezeenvironment.

WhatIwonnaknowistheykeeppungdownsmokersandblamingusforevrything.

"Asshownabove,atotalof362pa)entswhohadn'tprogressedaerfirstlinechemo/Avas)nwererandomizedtoeitherofthetwomaintenancetherapy

arms,andthecombina)onarmshowedasignificantlylongerprogression-freesurvival(PFScoun)ngfromthebeginningofalltreatment,at10.

Quality:4.48 Quality:16.78topix.com cancergrace.org

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Affilia)onNetworkMapof

Affilia)onsofPeople&Topics

Co-Morbidi)es

TobaccoAddic)on

Biomarkers

TargetedTherapies

Supplements

ProstateCancer

BreastCancer

H&NCancer

ThyroidDisease

LungCancer

Chemotherapy

Source:BuzzStory

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SociologyofAffilia)ons&Topic

Groupings

TobaccoAddic)onCo-Morbidi)es

Misc.Side-Effects

Biomarkers

Supplements

OtherTypesof

Cancer

Misc.Side-Effects

Source:BuzzStory

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WhereDoesSen)mentBelong?

Keyword

technology

Contextual

Analy)cs

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ChallengesRemain

TheserviceatReynardsis,ingeneral,friendlyandloose.Thoughtheycouldntfindareserva)onforfouroneFridaynight,theycompensatedwithso

muchwarmthandcompedwinethatallwasforgiven.Insomeways,ReynardsofferswhatonewishesadiningexperienceinManha`anwouldbe:kindnessinsteadofatude,inoffensiveprices,gloriousfood,andaesthe)cvarietytheclienteleissplitroughlyinhalfbetweenthestylishandtheschlumpy.

TheNewYorker,September24,2012

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Resources

BingLiu,Sen$mentAnalysisandOpinionMining,Morgan&Claypool,2012

BoPangandLillianLee,OpinionMiningandSen$mentAnalysis,(Founda$onsandTrends

inInforma$onRetrieval),NowPublishers,

2008

Sen)mentAnalysisSymposium,SanFrancisco,CA,October30,2012

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Ques)ons?

hadleyr@nexteraresearch.com