The Future of Text Analytics

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Catherine van Zuylen, Vice President of Global Product Management at Attensity talks about the future of text analytics at The Text Alalytics Summit West 2012

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The Future of Text Analytics

  1. 1. THE FUTURE OF TEXT ANALYTICSCATHERINE H VAN ZUYLEN
  2. 2. My interest in text analyticsOrganizing the World’sInformation to make it universally accessible and useful
  3. 3. THE FIRST REVOLUTION
  4. 4. Text Analytics in Action?
  5. 5. SEARCH AS THE FUTURE OF TEXT ANALYTICS?
  6. 6. THE SECOND REVOLUTION
  7. 7. NOT YET
  8. 8. SO WHAT IS THE FUTURE?
  9. 9. IN THE NEAR FUTURE TRUE VALUE WILL COME LESS FROMINCREMENTAL ADVANCES IN NLP, AND MORE FROM USE CASEEXPERTISE PROVIDED BY PROFESSIONALS FROM DOMAINEXPERTS…THERE WILL BE MANY MORE SOFTWARE OPTIONSLEVERAGING TEXT ANALYTICS IN VARIOUS FIELDS LIKEPHARMACEUTICAL, FINANCE, SECURITY ETC., ALL PROVIDING VALUETO THE FIELD BY INCORPORATING THEIR UNIQUE KNOWLEDGE INTOMETHODS AND SOFTWARE APPLICATIONS. – TOM ANDERSON, ANDERSON ANALYTICSIT’S EASY TO PREDICT SOCIAL MEDIA ANALYTICS WILL DRIVE TEXTANALYTICS INTO THE MAINSTREAM. THIS WILL OPEN UP DOZENS OFOTHER TEXT ANALYTIC USES SUCH AS FRAUD DETECTION, RISKANALYSIS, HEALTHCARE RESEARCH, GOVERNMENT TREND ANALYSIS,SECURITY APPLICATIONS, ETC. - DANIEL GRAHAM, TERADATA
  10. 10. THE FUTURE OF TEXT ANALYTICS ISTHAT THE KINDS OF APPLICATIONSTHAT ARE NEWSWORTHY NOW WILLBECOME MAINSTREAM IN THE FUTURE. – MIKE MORAN, IBM (2008)
  11. 11. LISTENING TO THE CUSTOMER
  12. 12. MULTI-CHANNEL ANALYTICS
  13. 13. REAL-TIME COMMAND CENTERS
  14. 14. IDENTIFYING EMERGING ISSUES
  15. 15. FORECASTING MARKETS Amalgamood
  16. 16. ROUTING AND RESPONSE
  17. 17. USING EFFECTIVE DETECTION METHODS TO OVERCOMESPAM, UNWELCOMED POSTINGS, AND COMMERCIALABUSES IN SOCIAL NETWORKSUSING TEXT ANALYTICS TO DRIVE AUDIENCEENGAGEMENT FOR EFFECTIVE SELLINGUSING ADVANCED CONTENT ANALYTICS TO BRINGMEASURABLE VALUE TO THE FIELD OF HEALTHCARE
  18. 18. EARTHQUAKE WARNINGS
  19. 19. Jeff Jonas –
  20. 20. CHALLENGES TO THE FUTURE
  21. 21. COST250 MILLION: TWEETS PER DAY247 BILLION: EMAILS PER DAY800 MILLION: FACEBOOK USERS5 TRILLION: SMS MESSAGES ANNUALLY100S MILLIONS OF SURVEY VERBATIMS10S MILLIONS OF CRM RECORDS
  22. 22. PURE PLAY VS APPLICATIONS?
  23. 23. VARIATION: RECALL/PRECISION@AmericanAir Any update on flight 2293 toAustin. Looks like the incoming flight hasntarrived yet.American airlines. I hate you. I have places to beHearing lots of travel complaints tonight.I flew American this week & the experience leftme wanting.I won, AA flight booked on US Scarewaysdime. Took 4 escations & hr+ of yelling, but siswill be home by 6:30 tmrw
  24. 24. SOCIAL SPEAK: ORAL, CULTURALThis girl came at me to the café askin me if I’m aitecause im always sitn by myself wtf lol yea I’m aite wtf Ijust socialize wit like datI’ll let u knw wen am in schl 2mrw!Rolling through Enfield while knocking a slag outsidemcds ;-)Ima go all CSI Miami if I dont find my keysI feel Kardashianed about Klout
  25. 25. Shinikizo kuchambua Nakala imeandikwa katika lugha ambayomchambuzi hawawezi kusoma.
  26. 26. The pressure is on to analyze textwritten in languages that theanalyst cannot read. - Meta Brown
  27. 27. SENTIMENT EVOLUTION I LOVE MY IPHONE.I HATE BRUSSELS SPROUTS.
  28. 28. SENTIMENT EVOLUTION MY CAR DIED. I BOUGHT AN IPHONE.
  29. 29. I REALLY LIKE THAT (+2) I LIKE THAT (+1) I LOVE THAT (+3)I KINDA LOVE THAT (??)
  30. 30. IS 90% OK?
  31. 31. SMALL CHANGE IN VOICE= BIG CHANGE IN MEANINGDo you think I should close my account? (Question)If someone doesnt call me back, Im closing my account. (conditional)I plan to close my account tomorrow. (Intent)I closed my account yesterday. (Past)I’m not going to close my account. (Negation)I might close my account, I’m not sure yet. (Indefinite)I’m closing my account ASAP! (Urgent)Please close my account. (Request)I really really need to close my account. (Augment)CLOSE MY ACCOUNT! (Command)I had to close my account again because they kept billing me. (Recur)I think you should close your account. (Suggestion)My account performed less well than I expected. (Diminish)
  32. 32. To sum up…Practical applications are driving text analytics innovationA wide variety of challenges await us along the way Massive Volume Multi-Lingual Requirements Social Speak Customer Education Accuracy and Nuance
  33. 33. DISCUSSION CATHERINE VAN ZUYLEN CVANZUYLEN@ATTENSITY.COM

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