“Sharing Emotions in Social Networks: Data Mining Tools for Sentiment Analysis of Audiences” Per maggiori informazioni: http://www.blogmeter.it/blog/eventi/2014/03/07/sentiment-analysis-speech-di-blogmeter-e-celi-al-simposio-di-new-york/

1. Sharing Emotions in Social
Networks
Data Mining Tools for Audience Sentiment Analysis
Sentiment Symposium 2014
5/3/2014 – New York City
Vittorio Di Tomaso
@CELI_NLP
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2. Blogmeter collects 1M+ Italian tweets
every day
About 10% are related to TV programs
Second screen is a reality
All data collected using BlogMeter’s SocialTVMeter
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3. The Experiment
Is it possible to give broadcasters
and advertisers true insights on
how programs are perceived by
their audiences?
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4. What we want
A methodology to discover
meaningful similarities and
differences in a collection of items
described by several variables
(sentiment & emotions)
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5. Semantic Analysis
Sentiment analysis:
positive and negative tweets
Emotion detection:
anger, disgust, fear, joy, sadness, surprise,
love, like, dislike
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6. The result of semantic analysis
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7. Data Analysis: can we do better?
To gain a deeper understanding of data, we
derived a geometric representation of
people AND emotions in the same space
We employed Multiple Correspondence
Analysis, a PCA variant for discrete data
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8. COMPARING PROGRAMS’
EMOTIONAL SPECTRA
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9. Simple CA: TV Shows and
Classification
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Emotions & Programs
Multiple Correspondence Analysis
©Copyright Celi/Blogmeter 2014

10. 10
COMPARING X-FACTOR AND
MASTERCHEF’S EMOTIONAL
SPECTRA

11. 11
X Factor 7
Correspondences between Episodes and Emotions
©Copyright Celi/Blogmeter 2014

12. MasterChef
Correspondences between Episodes and Emotions
©Copyright Celi/Blogmeter 2014

13. 13
X Factor vs Masterchef
©Copyright Celi/Blogmeter 2014

14. Conclusions
Multivariate techniques were succefully
applied on high quality semantic data
Highlighting relevant features of audiences
provides crucial pieces of information to
broadcasters and potential advertisers
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15. Thanks!
Vittorio Di Tomaso
ditomaso@celi.it
Francesco Tarasconi
tarasconi@celi.it
www.celi.it
www.blogmeter.it
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