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Building a Sentiment Analytics Solution powered by Machine Learning-  Impetus Webinar
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Building a Sentiment Analytics Solution powered by Machine Learning- Impetus Webinar

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

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

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  • 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

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