Impetus webcast ‘Building a Sentiment Analytics Solution Powered by Machine Learning’ available at http://lf1.me/I7/sentiment

1. Impetus Technologies Inc.
Building a Sentiment Analytics
Solution Powered by Machine
© 2014 1 Impetus Technologies
Learning
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

2. Outline
• Sentiment Analysis – Why?
• Solution landscape
• Addressing challenges with Machine Learning
• Building a sentiment analytics solution
– Leveraging Machine learning and n-gram
• Case Studies
© 2014 2 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

3. Sentiment Analysis
• Determines the attitude of a speaker or a writer with
respect to a particular subject, event or campaign
• Computational study of opinions, sentiments, and
emotions expressed in text
© 2014 3 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

4. Measuring Sentiments
© 2014 4 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

5. Current Solutions Landscape
• Natural Language Processing
– Deals with the actual text element
– Transforms text into a format usable by machine
• Artificial intelligence
– Uses information by NLP and Mathematical calculations
– Determines negative, positive or neutral sentiments
– Used for clustering
© 2014 5 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

6. Sentiment Analysis: Challenges
• Demystifying accuracy
• Inability of machines to gauge and measure sentiments accurately
• Isolating content types
• Neutral nature of social media mentions
• Sentiment override
• User needs override control due to inaccuracy of automated sentiment
measurement
© 2014 6 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

7. Machine Learning
Intelligent structure that acquires and integrates
Learns from experience, training, analytical observation
© 2014 7 Impetus Technologies
knowledge automatically
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

8. Subjectivity Vs Sentiment
Sentiment analysis - text classification problem
• Segregate
• Opinionated documents as per positive/ negative
• Sentence or a clause of the sentence as subjective or
objective
• Subjective sentence or clause on the basis of positive,
negative or neutral
© 2014 8 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

9. Determining Polarity
Leveraging Machine Learning
Algorithm identifies positive/ negative/neutral sentiments
Refers knowledge bank to determine polarity of a new sentence or word
A knowledge bank is the database of pre-trained words and sentences classified
© 2014 9 Impetus Technologies
as negative, neutral, positive
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

10. Predicting Sentiment Intensity
• Benchmark neutral - say 40-50% of positive is neutral
– Intensity below the benchmark is negative and above is
positive.
• Referring Knowledge Bank
– Continuously trained by a Machine Learning Algorithm
– Intensity predictions becomes accurate
Occurrence of a word or sequence of words in a particular polarity decides the
© 2014 10 Impetus Technologies
intensity of the overall sentiment
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

11. How it works?
© 2014 11 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

12. Text classification –n- gram
© 2014 12 Impetus Technologies
Result Report
Ex:
RUBBISH – Negative
RUBBISHING – Negative
RUBBISHED - Negative
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

13. Building Knowledge Base
© 2014 13 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

14. Leveraging Machine Learning
© 2014 14 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

15. Impetus Solution
• Intuitively retrieves input text for analysis
• Processes various Low level APIs, REST APIs, enriched XML DOC, Text,
© 2014 15 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58
or RSS
• Architecture enables exporting services in form of REST APIs
• Intuitive solution, capable of processing near real-time data using Big
Data stack
• Concurrent processing system enables fast results with higher
accuracy

16. What’s new?
Higher accuracy
Identifies influencers
Reputation as per demographics
Measuring sentiment intensity
© 2014 16 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

17. Case Studies
Nokia Lumia (On Twitter)
Apple’s iPad3 (On Facebook)
© 2014 17 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

18. Case study : Nokia
• Search keyword - “Nokia Lumia”
• Total tweets analyzed - 9650
• Accuracy - 99%
• Neutral Tweets - 42%
United
Kingdom
23%
Germany
3%
India
5%
France
5%
© 2014 18 Impetus Technologies
Sentiments: Nokia Lumia
42%
11%
11%
Recorded version available at
United
States
35%
http://www.impetus.com/webinar_registration?event=archived&eid=58
Indonesia
15%
Italy
8%
Mexico
3%
Turkey
2%
Canada
1%
Demographics by –ve sentiment
3% 54%
1%
Positive
Tweets
Negative
Tweets
7%
8%
9%
11% 11% 10%
11%
11%
United
States
United
Kingdom
Indonesia
Italy
France
India
Demographics by +ve sentiment

19. Case study : Nokia
• Successful online campaign for Nokia
© 2014 19 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58
• Lumia
• Pureview
• Nokia CRM @nokia (Official Channel) had
positive mentions tweets
• Reputation very high for all Hashtags of
#nokia, #lumia, #pureview
• Brand management measured via custom
keywords search for nokia with no hash tags
- mentions with mostly positive sentiment
Reputation
Management
Brand
Management
CRM

20. Case study : iPad 3
• Search keyword “ipad3”
• Total FB status analyzed : 3200
• Accuracy: 97%
• Neutral FB Status: 53%
Demographics: -ve Sentiment
© 2014 20 Impetus Technologies
Sentiments: Apple’s iPad3
Positive Negative Neutral FP
Recorded version available at
48%
53%
+ve Sentiment
United States Germany
France Mexico
http://www.impetus.com/webinar_registration?event=archived&eid=58
6%
8%
2%
36%
United States Germany France Mexico Canada
31%
13%
3%
23%
3%
4%
1%
17%
52%

21. Case Study : iPad 3
Overall Apple’s performance on online
campaign was effective
© 2014 21 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58
• Product: iPad3
Sentiment: Positive
• General brand perspective is positive
• CRM – Existing customers feel positive
Reputation
Management
Brand
Management
CRM

22. What It Looks Like?
© 2014 22 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

23. Summing Up
• Traditional Approach – NLP and Artificial Intelligence
• We recommend - A Sentiment Analytics solution based on Machine
Learning, n-gram and Bayes filter classification
• Addresses neutral social media mentions, sentiment override, target
overlook actual verbatim
• Ability to cross-reference intensity, influence trajectory, velocity and
sentiment of each social media mention
© 2014 23 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

24. © 2014 24 Impetus Technologies
About Impetus

25. • Strategic partners for software product engineering and
R&D
• Thought leaders in cutting-edge technologies
• Mature processes and practices that are methodical, yet
flexible
• Diverse domain expertise
© 2014 25 Impetus Technologies
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58

26. © 2014 26 Impetus Technologies
Q & A

27. © 2014 27 Impetus Technologies
Thank You
Write to us at inquiry@impetus.com
Follow us on Twitter @impetustech
Recorded version available at
http://www.impetus.com/webinar_registration?event=archived&eid=58