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Short tutorial presentation by Seth Grimes, presented as part of the Practical Sentiment Analysis tutorial on May 7, 2013, prior to the Sentiment Analysis Symposium, http://sentimentsymposium.com/
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Sentiment Analysis: The Marketplace and
Providers
Seth GrimesAlta Plana Corporation
301-270-0795 -- http://altaplana.com -- @sethgrimes
Sentiment Analysis SymposiumNew York
May 7, 2013
Sentiment Market and Providers
3
Questions for business (& government):
What are people saying? What’s hot/trending?What are they saying about {topic|person|
product} X?... about X versus {topic|person|product} Y?How has opinion about X and Y evolved?How has opinion correlated with {our|
competitors’|general} {news|marketing|sales|events}?
Who (and What, When & How) are opinion leaders?
How does sentiment propagate across multiple channels?
What’s behind opinion, the root causes?
(How) Can we link opinions, profiles, behaviors & transactions to discern intent and predict actions?
Sentiment Market and Providers
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How do these factors affect my business?How can answers to these questions
help me improve business processes?
We have a decision support need. We=
Consumers.
Marketers.
Competitors.
Managers.
Sentiment Market and Providers
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We have a decision support need. We=
Consumers.
Marketers.
Competitors.
Managers.
Work backwards –What are your business goals?
What insights will help your reach them?
What data, transformation, and presentations will generate those insights?
For each option, what will it cost and what is it worth: What is the expected/projected ROI?
Sentiment Market and Providers
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But we don’t always work this way. Sometimes we want to explore.
What data do you have, or can you get?
What business value does it contain, alone or when linked to other data?
How will might you get at that value?
What will you do with your discoveries?
How will they improve business processes and outcomes?
Sentiment Market and Providers
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Primary considerations include –Adaptation or specialization: To a business or
cultural domain, language, information type (e.g., text, speech, images) & source (e.g., Twitter, e-mail, online news).
By-user customization possibilities: For instance, via custom taxonomies, rules, lexicons.
Sentiment resolution: Aggregate, message, or feature level. (What features? Topics, coreferenced entities?)
What sentiment? Valence & what else? Emotion? Intent?
Outputs: E.g., annotated text, models, indicators, dashboards, exploratory data interfaces.
Usage mode: As-a-service (API), installed, or hosted/cloud.
Capacity: Volume, performance, throughput.
Cost.
Sentiment Market and Providers
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Sentiment sources (broadly):News/online.Social.Enterprise.
(To me, it’s all social, involving interactions.)
Consumption modes – tools, answers, or applications?1. General search engine.2. Siloed/vertical search interfaces, a.k.a.
monitoring tools.3. Exploratory-analysis interfaces.4. Application embedded.5. Widgets/gadgets.
Sentiment Market and Providers
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Sentiment Market and Providers
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Sentiment Market and Providers
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Sentiment Market and Providers
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Providers 1 (non-exhaustive) –
Sentiment Market and Providers
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Aiaioo AlchemyAPIApiculturBitextChatterboxClarabridgeCoginov APIConveyAPIDaedalus Stilus
LymbixNetBaseOpenAmplifyOpen DoverSaploSemantriaTheySayTrustYouViralheat
Providers 2 (non-exhaustive) –As a Web service, via an API:
Sentiment Market and Providers
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Providers 3 (non-exhaustive) –Software libraries:
GATELingPipe.Python NLTK.R.RapidMiner.WEKA.
Sentiment Market and Providers
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Providers 4 (non-exhaustive) –Widgets:
Appinions.MySmark.Swipp.
Sentiment Market and Providers
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Providers 5 (non-exhaustive) –Financial markets applications.
Bloomberg.Digital Trowel.Dow Jones.RavenPack.Thomson Reuters NewsScope.
Sentiment Market and Providers
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Providers 6 (non-exhaustive) –Other-domain applications.
Attensity ClarabridgeCrimson Hexagon DaedalusDiscoverText Expert SystemFido Intelligence IBMKana (Overtone)KPMG (Wise Window)Lexalytics LuminosoMarketwired Sysomos MedalliaNetBase NeurolingoOpenText SAPSAS Semantic Force
Sentiment Analysis: The Marketplace and
Providers
Seth GrimesAlta Plana Corporation
301-270-0795 -- http://altaplana.com -- @sethgrimes
Sentiment Analysis SymposiumNew York
May 7, 2013
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