Ontology in Social Media Analysis
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Serendio's presentation in Sentiment Analysis symposium on April 2010, NY
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Ontology in Social Media Analysis
- 1. Dynamic Ontologies The Future of Sentiment Analytics Sentiment Symposium New York Apr 13, 2010
- 2. Definition Two kinds of sentiment mining: 1) Quick (monitoring/superficial) • “Starbuck’s buzz is 85% positive” 2) Immersive (deep mining/insight) • “23% of Starbuck’s complaints are about high coffee prices” Sentiment Symposium 2/12
- 3. The Current State The novelty of quick sentiment monitoring is wearing off Actionability is the key to future growth Actionability means “who”,”what”, “why” insights Sentiment Symposium 3/12
- 4. Ontologies Are Dynamic Ontology Is the key to actionability Starbuck’s Peet’s Seattle’s Best Tagging … Extraction Brand Catalog Targeted Harvesting Classification Coffee Price Serendio Ontology Flavor CxA Service Feature Hierarchy Neg Pos “Rich” “Low” Actionable Insights “Poor” “Rich” “Poor” “Best” 23% of Starbuck’s complaints are about high coffee prices Domain specific phrases Sentiment Symposium 4/12
- 5. Ontologies Are Dynamic Digital Cameras Banking Notebooks Retail Athletic Apparel DVD Players Athletic Footwear Gaming Media Ontologies We Support Fast Food Entertainment MP3 players CPG Smart Phones Flat-screen TV Laptops PC’s Pharma Food Beverage Automobiles BluRay Players Sentiment Symposium 5/12
- 6. Wrap-Up Actionability from sentiment requires deep mining Deep mining means ontologies Ontology management drives actionability Sentiment Symposium 6/12
- 7. Announcement •Opening our 50+ business ontologies to public domain •Will enable all researchers to share/leverage that investment •Will enable more end-users to benefit from richer sentiment analytics Sentiment Symposium 7/12
- 8. Contact To learn more about our ontologies: ontology@serendio.com For product/service information: info@serendio.com 571-436-5419 Sentiment Symposium 8/12
- 9. Thank You! Sentiment Symposium 9/12
- 10. Appendix Sentiment Symposium 10/12
- 11. Ontology-Driven Sentiment Examples Netbooks: After some research through Consumer Reports I decided to purchase the ASUS Eee PC. So far this netbook has been great! I love the small size yet the keyboard is still big enough to comfortably type my papers on it. The battery life is outstanding and I can quickly browse on the internet. The web cam is pretty good but if you take a still shot you have to be very still otherwise the picture will be blurry. Overall this product is well worth the money and I would recommend it highly. Banking: “… does have terrible customer service . You are always getting the short end of the stick and banking with them will cost YOU money. Banking with … is costly and you're better off trusting your money with another institution. I agree with the post above in that you cannot trust them.” Retail Fashion: “My wife bought wedding shoes from J Crew via the internet. She told me that they were comfortable all night and that I should include this in the review for other brides. Lol.” Sentiment Symposium 11/12
- 12. Serendio Insight Portal Ontology Driven Traditional Sentiment Brand-Level Sentiment Sentiment Symposium 12/12