What they think about my brand/product ?!?!? An Introduction to Sentiment Analysis

1. What they think about my
brand/product ?!?!?
An Introduction to Sentiment Analysis
Jaganadh G
Project Lead NLP R&D
365Media Pvt. Ltd.
jaganadhg@gmail.com
National Seminar
on
Semantic Information Retrieval
National Institute of Technology
Tiruchirapally
30th Jan 2012
Jaganadh G What they think about my brand/product ?!?!?

2. About me !!
Software Engineer Specializing in Text Analytics Research
& Development
When free, teaches Python, Speaks about FOSS and
blogs at
http://jaganadhg.in
Working as Project Lead (NLP) 365Media Pvt. Ltd.
Coimbatore
I am a computational linguist / Linguist and Indologist,
Book reviewer
Maters Degree Holder in Sanskrit from University of
Kerala
Jaganadh G What they think about my brand/product ?!?!?

3. Introduction
Web Today
Jaganadh G What they think about my brand/product ?!?!?

4. Introduction
Sentiment
Picture Courtesy: http://webanalysis.blogspot.com/2011/09/sentiment-indicator-social-media-kpi.html
Jaganadh G What they think about my brand/product ?!?!?

5. Introduction
What other people think!!!
Jaganadh G What they think about my brand/product ?!?!?

6. Introduction
Friends and Family
Picture Courtesy: http://ianvaleza.com/mlm-secrets-warm-market-approach-strategies/
Jaganadh G What they think about my brand/product ?!?!?

7. Introduction
Survey
Picture Courtesy: http://www.oksociety.in/the-guest-for-legitmate-sites-for-paid-surveys/
Jaganadh G What they think about my brand/product ?!?!?

8. Introduction
Blogs, Forums, Social Network ....
Picture Courtesy: http://imfoundation.blogspot.com/p/im-forumsblogs.html
Picture Courtesy:http://www.my-social-network.org/
Jaganadh G What they think about my brand/product ?!?!?

9. Introduction
Issues with blogs and forums
Picture Courtesy: http://www.asunseenontv.com/4-fake-reviews/
Jaganadh G What they think about my brand/product ?!?!?

10. Introduction
Now : Sentiment Analysis
Jaganadh G What they think about my brand/product ?!?!?

11. What is Sentiment Analysis
Sentiment Analysis
Automated extraction of subjective content from digital text
and predicting the subjectivity such as positive or negative.
Jaganadh G What they think about my brand/product ?!?!?

12. Subjectivity
Subjectivity
Linguistic expression of somebody’s emotions, opinions,
sentiment .......
Picture Courtesy: http://www.asunseenontv.com/4-fake-reviews/
Jaganadh G What they think about my brand/product ?!?!?

13. Subjective Text Sources
Social Media
Picture Courtesy: http://www.alchemyuk.com/online marketing/social media marketing.php
Jaganadh G What they think about my brand/product ?!?!?

14. Example Review
Nokia Lumia 800
Review Courtesy:
http://www.techradar.com/reviews/phones/mobile-phones/nokia-lumia-800-1039101/user-review
Jaganadh G What they think about my brand/product ?!?!?

15. The Big Picture
Sentiment Analysis
Jaganadh G What they think about my brand/product ?!?!?

16. Basics of Sentiment Analysis
Components of Opinion
Jaganadh G What they think about my brand/product ?!?!?

17. Basics of Sentiment Analysis
Opinion Definition
Jaganadh G What they think about my brand/product ?!?!?

18. Components of Sentiment Analysis
Components
Jaganadh G What they think about my brand/product ?!?!?

19. Approaches
Approaches
Lexicon based
Supervised Learning
Unsupervised Learning
Keyword
Jaganadh G What they think about my brand/product ?!?!?

20. Issues and Challenges
Challenges
Picture Courtesy: http://inventionmachine.com/the-Sustainable-Innovation-Blog/bid/51703/Three-Key-
Challenges-to-Entering-New-Markets
Jaganadh G What they think about my brand/product ?!?!?

21. Issues and Challenges
Challenges
Language
Domain
Spam
Named Entity Identification
Reliable content
Jaganadh G What they think about my brand/product ?!?!?

22. Questions ??
Jaganadh G What they think about my brand/product ?!?!?

23. References
B. Pang, Lillian Lee Opinion Mining and Sentiment
Analysis, Now Publishers Inc, July 2008.
B. Pang, Lillian Lee, S Vaithyanathan Thumbs up?
sentiment classification using machine learning techniques,
2002.
Jaganadh G What they think about my brand/product ?!?!?

24. Finally
Jaganadh G What they think about my brand/product ?!?!?