Sentimental Market Segmentation

Sentimental Market Segmentation Shlomo Argamon, Ph.D. CEO & Cofounder, Subtext3 Based on a presentation given at Sentiment Analysis Symposium April 13, 2010, New York, NY

Lots of sentiment analysis… http://www.subtext3.com

[object Object],Lots of sentiment analysis… http://www.subtext3.com

Why sentiment analysis… http://www.subtext3.com What are they thinking? What do they want? What will they buy?

Where ’s the ROI? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

More Generally… http://www.subtext3.com ? ? ? The Market (potential) Customers

Customer Model http://www.subtext3.com Perceptions Choices Products & Features Advertising Potential Customer Opinions Texts Needs & Wants

Customer Model http://www.subtext3.com Perceptions Products & Features Advertising Potential Customer Opinions Texts Needs & Wants Choices

Customer Model http://www.subtext3.com Products & Features Advertising Potential Customer Opinions Texts Needs & Wants Perceptions Perceptions Perceptions Choices

Customer Model http://www.subtext3.com Products & Features Advertising Opinions Texts Needs & Wants Perceptions Perceptions Perceptions Potential Customer Potential Customer Potential Customer Potential Customer Choices

Customer Model http://www.subtext3.com Products & Features Advertising Opinions Texts Needs & Wants Perceptions Perceptions Perceptions Potential Customer Potential Customer Potential Customer Potential Customer Choices ?

Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Perceptual Maps http://www.subtext3.com

Community Maps http://www.subtext3.com

Understand The Community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Varieties of Sentiment Analysis http://www.subtext3.com

http://www.subtext3.com Document Filter ( topic, source ) Sentiment Classifier Trend Snapshot Multidimensional

http://www.subtext3.com Topic Classifier Topic/Sentiment Correlation Trend Snapshot Multidimensional Sentiment Finder

http://www.subtext3.com Target Finder Target/Sentiment Correlation Trend Snapshot Multidimensional Sentiment Finder

But… ,[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

http://www.subtext3.com Detailed Sentiment Finder Target Finder Sentiment Complexes Demographic Profiling Demographic Trends Perceptual Map Customer Map Demographic Profiles

Detailed Sentiment Finding ,[object Object],[object Object],http://www.subtext3.com

Different kinds of sentiment http://www.subtext3.com

Different kinds of sentiment http://www.subtext3.com This unique dog or chicken house was made with green practices in mind. ,[object Object],[object Object],[object Object],Oh, and on principle I hate extremists / zealots of any ilk. ,[object Object],[object Object],[object Object],...if your site looks a complete mess then you will loose [sic] that visitor for good. ,[object Object],[object Object],[object Object],Oh and Spooks, … with this really tough and sexy old lady in it, kicking ass. ,[object Object],[object Object],[object Object]

Syntactic connections http://www.subtext3.com

More sentiment expressions ,[object Object],[object Object],[object Object],http://www.subtext3.com

Detailed sentiment finding http://www.subtext3.com Complex Sentiment Expressions Find Chunks ( attitudes, targets, hinges,… ) Chunks Expression Linkage Disambiguation Texts Lexicon Linkage Rules Dependency Parsing Syntactic Relations

Demographic Profiling http://www.subtext3.com

Authorship Profiling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Capturing language style ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Male/Female Classification ,[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com Male Features Female Features the, this, that, those, as, one, of, to, prepositions, adjectives, numbers she, for, with, not, and, in, I, you, pronouns, present-tense-verbs

Age Classification ,[object Object],http://www.subtext3.com Word 10s 20s 30s maths 105 3 2 homework 137 18 15 bored 384 111 47 sis 74 26 10 boring 369 102 63 awesome 292 128 57 mum 125 41 23 crappy 46 28 11 mad 216 80 53 dumb 89 45 22 Word 10s 20s 30s semester 22 44 18 apartment 18 123 55 drunk 77 88 41 beer 32 115 70 student 65 98 61 album 64 84 56 college 151 192 131 someday 35 40 28 dating 31 52 37 bar 45 153 111 Word 10s 20s 30s marriage 27 83 141 development 16 50 82 campaign 14 38 70 tax 14 38 72 local 38 118 185 democratic 13 29 59 son 51 92 237 systems 12 36 55 provide 15 54 69 workers 10 35 46

Other dimensions ,[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Prototype Results http://www.subtext3.com

Simple Prototype ,[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Authorship Profiling ,[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Trend Analysis http://www.subtext3.com

Apartment sentiment by gender http://www.subtext3.com

Apartments - gender difference http://www.subtext3.com

McCain & Palin - gender difference http://www.subtext3.com

Market Mapping http://www.subtext3.com

Perceptual Map - Relationships

Community Map - Relationships ?

Sentimental Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Thank you ,[object Object],[object Object],[object Object],[object Object],[object Object],http://www.subtext3.com

Sentimental Market Segmentation

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