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Mining comparative opinions from customer reviews for Competitive Intelligence

Presenter: Tsai Tzung Ruei　Authors: Kaiquan Xu, Stephen Shaoyi Liao, Jiexun Li, Yuxia Song

DSS 2010

國立雲林科技大學National Yunlin University of Science and Technology

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I. M.Outline

Motivation Objective Methodology Experiments Conclusion Comments

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I. M.Motivation

In the past, studies mainly focussed on identifying customers' sentiment polarities toward products. The most important problem in CI—i.e., collecting and analyzing the competitors' information to identify potential risks as early as possible and plan appropriate strategies—has not been well studied.

Users usually prefer to compare several competitive products with similar functions.

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I. M.Objective

To propose a novel approach to extracting product comparative relations from customer reviews, and display the results as comparative relation maps for decision support in enterprise risk management.

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V.S.iPhone beats the curve in both function and looks.

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I. M.Methodology

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The iPhone has better looks, but a much higher price than the BB Curve

“BlackBerry 8320” is written as “BB 8320” and “8320”.

Product Sentiment ProductAttribute Sentiment Attribute

R (P1; P2; A; S)

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I. M.Experiments(1/4)

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I. M.Experiments(2/4)

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I. M.Experiments(3/4)

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I. M.Experiments(4/4)

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I. M.Conclusion(1/2)

MAJOR CONTRIBUTION The proposed graphical model can achieve better performance for

relation extraction by modeling the unfixed interdependencies among relations, which is not covered by the existing methods.

To the best of our knowledge, this is the first work on using comparison opinion as information sources in CI for enterprise risk management.

The empirical evaluation shows that the performance of the comparative relation extraction is quite promising, and it implies the feasibility of mining the comparison opinions for CI.

FUTURE WORK To conduct an empirical evaluation of the proposed model on a larger

scale with other product types.

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I. M.Conclusion(1/2)

FUTURE WORK To extend the model to jointly recognize the comparative relations and

entities so as to reduce the errors accumulated in the pipeline process.

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I. M.Comments

Advantage This paper describes very clearly.

Application CRM

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