5. Emotions are core to purchase decisions
vs.
http://www.today.mccombs.utexas.edu/2010/04/do-you-make-buying-decisions-based-on-logic-
or-emotion-a-tale-of-two-chickens
21. Example 6: Intent to Buy
fact brand subject
intent
brand brand
question
22. The elusive hunt for binary
• For vs. Against
• Like vs. Dislike
• Good vs. Bad
• Ecstatic vs. Happy
• Excited vs. Amused
• ROFL vs. LOL
• Depressed vs. Unhappy
• Sad vs. Destitute
• Frustrated vs. Angry
23. Challenges of Automated Sentiment Analysis
§ People express opinions in
complex ways
§ Cultural ideosyncracies
(e.g. differences in sarcasm,
irony etc)
§ The wider you throw your net
and the more complex the
language, the less accurate
the system will be.
25. Use Case 1: Get to the heart of the News
In real time listen for spikes in mention
volumes to identify the latest news stories
26. Use Case 2: Faster Content Crowdsourcing
Once there is a breaking story, quickly
identify all the images, videos and public
created content on a topic
30. Use Case 6: Competitive Intelligence
Get real-time
insights on your
competitors
- Sun Tzu
“Know your enemy and know
yourself and you can fight a
hundred battles without disaster”