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THE FUTURE OF TEXT ANALYTICS
CATHERINE H VAN ZUYLEN
My interest in text analytics
Organizing the
    World’s
Information to
    make it
  universally
  accessible
  and useful
The Future of Text Analytics
THE FIRST REVOLUTION
Text Analytics in Action?
The Future of Text Analytics
SEARCH AS THE FUTURE OF TEXT
        ANALYTICS?
THE SECOND REVOLUTION
NOT YET
SO WHAT IS THE FUTURE?
IN THE NEAR FUTURE TRUE VALUE WILL COME LESS FROM
INCREMENTAL ADVANCES IN NLP, AND MORE FROM USE CASE
EXPERTISE PROVIDED BY PROFESSIONALS FROM DOMAIN
EXPERTS…THERE WILL BE MANY MORE SOFTWARE OPTIONS
LEVERAGING TEXT ANALYTICS IN VARIOUS FIELDS LIKE
PHARMACEUTICAL, FINANCE, SECURITY ETC., ALL PROVIDING VALUE
TO THE FIELD BY INCORPORATING THEIR UNIQUE KNOWLEDGE INTO
METHODS AND SOFTWARE APPLICATIONS.
                        – TOM ANDERSON, ANDERSON ANALYTICS




IT’S EASY TO PREDICT SOCIAL MEDIA ANALYTICS WILL DRIVE TEXT
ANALYTICS INTO THE MAINSTREAM. THIS WILL OPEN UP DOZENS OF
OTHER TEXT ANALYTIC USES SUCH AS FRAUD DETECTION, RISK
ANALYSIS, HEALTHCARE RESEARCH, GOVERNMENT TREND ANALYSIS,
SECURITY APPLICATIONS, ETC.
                                   - DANIEL GRAHAM, TERADATA
THE FUTURE OF TEXT ANALYTICS IS
THAT THE KINDS OF APPLICATIONS
THAT ARE NEWSWORTHY NOW WILL
BECOME MAINSTREAM IN THE FUTURE.

           – MIKE MORAN, IBM (2008)
LISTENING TO THE CUSTOMER
MULTI-CHANNEL ANALYTICS
REAL-TIME COMMAND CENTERS
IDENTIFYING EMERGING ISSUES
FORECASTING MARKETS




    Amalgamood
ROUTING AND RESPONSE
USING EFFECTIVE DETECTION METHODS TO OVERCOME
SPAM, UNWELCOMED POSTINGS, AND COMMERCIAL
ABUSES IN SOCIAL NETWORKS


USING TEXT ANALYTICS TO DRIVE AUDIENCE
ENGAGEMENT FOR EFFECTIVE SELLING


USING ADVANCED CONTENT ANALYTICS TO BRING
MEASURABLE VALUE TO THE FIELD OF HEALTHCARE
The Future of Text Analytics
EARTHQUAKE WARNINGS
Jeff Jonas –
CHALLENGES
  TO THE
  FUTURE
COST


250 MILLION: TWEETS PER DAY
247 BILLION: EMAILS PER DAY
800 MILLION: FACEBOOK USERS
5 TRILLION: SMS MESSAGES ANNUALLY
100S MILLIONS OF SURVEY VERBATIMS
10S MILLIONS OF CRM RECORDS
PURE PLAY VS APPLICATIONS?
VARIATION: RECALL/PRECISION
@AmericanAir Any update on flight 2293 to
Austin. Looks like the incoming flight hasn't
arrived yet.

American airlines. I hate you. I have places to be

Hearing lots of travel complaints tonight.
I flew American this week & the experience left
me wanting.

I won, AA flight booked on US Scareways
dime. Took 4 escations & hr+ of yelling, but sis
will be home by 6:30 tmrw
SOCIAL SPEAK: ORAL, CULTURAL

This girl came at me to the café askin me if I’m aite
cause im always sitn by myself wtf lol yea I’m aite wtf I
just socialize wit like dat

I’ll let u knw wen am in schl 2mrw!

Rolling through Enfield while knocking a slag outside
mcds ;-)

Ima go all CSI Miami if I dont find my keys

I feel Kardashianed about Klout
Shinikizo kuchambua Nakala ime
andikwa katika lugha ambayo
mchambuzi hawawezi kusoma.
The pressure is on to analyze text
written in languages that the
analyst cannot read.

                      - Meta Brown
SENTIMENT EVOLUTION

    I LOVE MY IPHONE.

I HATE BRUSSELS SPROUTS.
SENTIMENT EVOLUTION


     MY CAR DIED.

  I BOUGHT AN IPHONE.
I REALLY LIKE THAT (+2)
    I LIKE THAT (+1)
   I LOVE THAT (+3)
I KINDA LOVE THAT (??)
The Future of Text Analytics
IS 90% OK?
The Future of Text Analytics
SMALL CHANGE IN VOICE=
               BIG CHANGE IN MEANING
Do you think I should close my account? (Question)
If someone doesn't call me back, I'm closing my account. (conditional)
I plan to close my account tomorrow. (Intent)
I closed my account yesterday. (Past)
I’m not going to close my account. (Negation)
I might close my account, I’m not sure yet. (Indefinite)
I’m closing my account ASAP! (Urgent)
Please close my account. (Request)
I really really need to close my account. (Augment)
CLOSE MY ACCOUNT! (Command)
I had to close my account again because they kept billing me. (Recur)
I think you should close your account. (Suggestion)
My account performed less well than I expected. (Diminish)
To sum up…
Practical applications are driving text
  analytics innovation
A wide variety of challenges await us
  along the way
  Massive Volume
  Multi-Lingual Requirements
  Social Speak
  Customer Education
  Accuracy and Nuance
DISCUSSION



                  CATHERINE VAN ZUYLEN
             CVANZUYLEN@ATTENSITY.COM

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The Future of Text Analytics

  • 1. THE FUTURE OF TEXT ANALYTICS CATHERINE H VAN ZUYLEN
  • 2. My interest in text analytics Organizing the World’s Information to make it universally accessible and useful
  • 7. SEARCH AS THE FUTURE OF TEXT ANALYTICS?
  • 10. SO WHAT IS THE FUTURE?
  • 11. IN THE NEAR FUTURE TRUE VALUE WILL COME LESS FROM INCREMENTAL ADVANCES IN NLP, AND MORE FROM USE CASE EXPERTISE PROVIDED BY PROFESSIONALS FROM DOMAIN EXPERTS…THERE WILL BE MANY MORE SOFTWARE OPTIONS LEVERAGING TEXT ANALYTICS IN VARIOUS FIELDS LIKE PHARMACEUTICAL, FINANCE, SECURITY ETC., ALL PROVIDING VALUE TO THE FIELD BY INCORPORATING THEIR UNIQUE KNOWLEDGE INTO METHODS AND SOFTWARE APPLICATIONS. – TOM ANDERSON, ANDERSON ANALYTICS IT’S EASY TO PREDICT SOCIAL MEDIA ANALYTICS WILL DRIVE TEXT ANALYTICS INTO THE MAINSTREAM. THIS WILL OPEN UP DOZENS OF OTHER TEXT ANALYTIC USES SUCH AS FRAUD DETECTION, RISK ANALYSIS, HEALTHCARE RESEARCH, GOVERNMENT TREND ANALYSIS, SECURITY APPLICATIONS, ETC. - DANIEL GRAHAM, TERADATA
  • 12. THE FUTURE OF TEXT ANALYTICS IS THAT THE KINDS OF APPLICATIONS THAT ARE NEWSWORTHY NOW WILL BECOME MAINSTREAM IN THE FUTURE. – MIKE MORAN, IBM (2008)
  • 13. LISTENING TO THE CUSTOMER
  • 17. FORECASTING MARKETS Amalgamood
  • 19. USING EFFECTIVE DETECTION METHODS TO OVERCOME SPAM, UNWELCOMED POSTINGS, AND COMMERCIAL ABUSES IN SOCIAL NETWORKS USING TEXT ANALYTICS TO DRIVE AUDIENCE ENGAGEMENT FOR EFFECTIVE SELLING USING ADVANCED CONTENT ANALYTICS TO BRING MEASURABLE VALUE TO THE FIELD OF HEALTHCARE
  • 23. CHALLENGES TO THE FUTURE
  • 24. COST 250 MILLION: TWEETS PER DAY 247 BILLION: EMAILS PER DAY 800 MILLION: FACEBOOK USERS 5 TRILLION: SMS MESSAGES ANNUALLY 100S MILLIONS OF SURVEY VERBATIMS 10S MILLIONS OF CRM RECORDS
  • 25. PURE PLAY VS APPLICATIONS?
  • 26. VARIATION: RECALL/PRECISION @AmericanAir Any update on flight 2293 to Austin. Looks like the incoming flight hasn't arrived yet. American airlines. I hate you. I have places to be Hearing lots of travel complaints tonight. I flew American this week & the experience left me wanting. I won, AA flight booked on US Scareways dime. Took 4 escations & hr+ of yelling, but sis will be home by 6:30 tmrw
  • 27. SOCIAL SPEAK: ORAL, CULTURAL This girl came at me to the café askin me if I’m aite cause im always sitn by myself wtf lol yea I’m aite wtf I just socialize wit like dat I’ll let u knw wen am in schl 2mrw! Rolling through Enfield while knocking a slag outside mcds ;-) Ima go all CSI Miami if I dont find my keys I feel Kardashianed about Klout
  • 28. Shinikizo kuchambua Nakala ime andikwa katika lugha ambayo mchambuzi hawawezi kusoma.
  • 29. The pressure is on to analyze text written in languages that the analyst cannot read. - Meta Brown
  • 30. SENTIMENT EVOLUTION I LOVE MY IPHONE. I HATE BRUSSELS SPROUTS.
  • 31. SENTIMENT EVOLUTION MY CAR DIED. I BOUGHT AN IPHONE.
  • 32. I REALLY LIKE THAT (+2) I LIKE THAT (+1) I LOVE THAT (+3) I KINDA LOVE THAT (??)
  • 36. SMALL CHANGE IN VOICE= BIG CHANGE IN MEANING Do you think I should close my account? (Question) If someone doesn't call me back, I'm closing my account. (conditional) I plan to close my account tomorrow. (Intent) I closed my account yesterday. (Past) I’m not going to close my account. (Negation) I might close my account, I’m not sure yet. (Indefinite) I’m closing my account ASAP! (Urgent) Please close my account. (Request) I really really need to close my account. (Augment) CLOSE MY ACCOUNT! (Command) I had to close my account again because they kept billing me. (Recur) I think you should close your account. (Suggestion) My account performed less well than I expected. (Diminish)
  • 37. To sum up… Practical applications are driving text analytics innovation A wide variety of challenges await us along the way Massive Volume Multi-Lingual Requirements Social Speak Customer Education Accuracy and Nuance
  • 38. DISCUSSION CATHERINE VAN ZUYLEN CVANZUYLEN@ATTENSITY.COM