Reynolds TAW 10-4-12
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Transcript of Reynolds TAW 10-4-12
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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?