Short tutorial presentation by Seth Grimes, presented as part of the Practical Sentiment Analysis tutorial on May 7, 2013, prior to the Sentiment Analysis Symposium, http://sentimentsymposium.com/

1. Sentiment Analysis: The
Marketplace and Providers
Seth Grimes
Alta Plana Corporation
301-270-0795 -- http://altaplana.com -- @sethgrimes
Sentiment Analysis Symposium
New York
May 7, 2013

3. Sentiment Market and Providers 3
Questions for business (& government):
What are people saying? What’s hot/trending?
What are they saying about {topic|person|product} X?
... about X versus {topic|person|product} Y?
How has opinion about X and Y evolved?
How has opinion correlated with
{our|competitors’|general}
{news|marketing|sales|events}?
Who (and What, When & How) are opinion leaders?
How does sentiment propagate across multiple channels?
What’s behind opinion, the root causes?
(How) Can we link opinions, profiles, behaviors &
transactions to discern intent and predict actions?

4. Sentiment Market and Providers 4
How do these factors affect my business?
How can answers to these questions help me
improve business processes?
We have a decision support need. We=
Consumers.
Marketers.
Competitors.
Managers.

5. Sentiment Market and Providers 5
We have a decision support need. We=
Consumers.
Marketers.
Competitors.
Managers.
Work backwards –
What are your business goals?
What insights will help your reach them?
What data, transformation, and presentations will
generate those insights?
For each option, what will it cost and what is it worth:
What is the expected/projected ROI?

6. Sentiment Market and Providers 6
But we don’t always work this way.
Sometimes we want to explore.
What data do you have, or can you get?
What business value does it contain, alone or when linked
to other data?
How will might you get at that value?
What will you do with your discoveries?
How will they improve business processes and outcomes?

7. Sentiment Market and Providers 7
Primary considerations include –
Adaptation or specialization: To a business or cultural
domain, language, information type (e.g., text, speech,
images) & source (e.g., Twitter, e-mail, online news).
By-user customization possibilities: For instance, via
custom taxonomies, rules, lexicons.
Sentiment resolution: Aggregate, message, or feature
level. (What features? Topics, coreferenced entities?)
What sentiment? Valence & what else? Emotion? Intent?
Outputs: E.g., annotated text, models, indicators,
dashboards, exploratory data interfaces.
Usage mode: As-a-service (API), installed, or hosted/cloud.
Capacity: Volume, performance, throughput.
Cost.

8. Sentiment Market and Providers 8
Sentiment sources (broadly):
News/online.
Social.
Enterprise.
(To me, it’s all social, involving interactions.)
Consumption modes – tools, answers, or
applications?
1. General search engine.
2. Siloed/vertical search interfaces, a.k.a.
monitoring tools.
3. Exploratory-analysis interfaces.
4. Application embedded.
5. Widgets/gadgets.

9. Sentiment Market and Providers 9

10. Sentiment Market and Providers 10

13. Sentiment Market and Providers 13

14. Sentiment Market and Providers 14
Providers 1 (non-exhaustive) –

15. Sentiment Market and Providers 15
Aiaioo
AlchemyAPI
Apicultur
Bitext
Chatterbox
Clarabridge
Coginov API
ConveyAPI
Daedalus Stilus
Lymbix
NetBase
OpenAmplify
Open Dover
Saplo
Semantria
TheySay
TrustYou
Viralheat
Providers 2 (non-exhaustive) –
As a Web service, via an API:

16. Sentiment Market and Providers 16
Providers 3 (non-exhaustive) –
Software libraries:
GATE
LingPipe.
Python NLTK.
R.
RapidMiner.
WEKA.

17. Sentiment Market and Providers 17
Providers 4 (non-exhaustive) –
Widgets:
Appinions.
MySmark.
Swipp.

18. Sentiment Market and Providers 18
Providers 5 (non-exhaustive) –
Financial markets applications.
Bloomberg.
Digital Trowel.
Dow Jones.
RavenPack.
Thomson Reuters NewsScope.

19. Sentiment Market and Providers 19
Providers 6 (non-exhaustive) –
Other-domain applications.
Attensity Clarabridge
Crimson Hexagon Daedalus
DiscoverText Expert System
Fido Intelligence IBM
Kana (Overtone) KPMG (Wise Window)
Lexalytics Luminoso
Marketwired Sysomos Medallia
NetBase Neurolingo
OpenText SAP
SAS Semantic Force

20. Sentiment Analysis: The
Marketplace and Providers
Seth Grimes
Alta Plana Corporation
301-270-0795 -- http://altaplana.com -- @sethgrimes
Sentiment Analysis Symposium
New York
May 7, 2013