Dynamic Ontologies
    The Future of Sentiment Analytics



                                          Sentiment
          ...
Definition



     Two kinds of sentiment mining:


            1) Quick (monitoring/superficial)
                  •     ...
The Current State




        The novelty of quick sentiment monitoring is wearing off


        Actionability is the key ...
Ontologies Are Dynamic


                                Ontology Is the key to actionability
                            ...
Ontologies Are Dynamic


                                                           Digital Cameras
                  Bank...
Wrap-Up




             Actionability from sentiment requires deep mining

             Deep mining means ontologies

   ...
Announcement




        •Opening our 50+ business ontologies to public domain

        •Will enable all researchers to sh...
Contact




                        To learn more about our ontologies:
                                     ontology@sere...
Thank You!




Sentiment Symposium          
                           9/12
Appendix




Sentiment Symposium          
                          10/12
Ontology-Driven Sentiment Examples


             Netbooks:

             After some research through Consumer Reports I d...
Serendio Insight Portal




                                   Ontology
                                   Driven
       T...
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Ontology in Social Media Analysis

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Serendio's presentation in Sentiment Analysis symposium on April 2010, NY

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Ontology in Social Media Analysis

  1. 1. Dynamic Ontologies The Future of Sentiment Analytics Sentiment Symposium New York Apr 13, 2010
  2. 2. Definition Two kinds of sentiment mining: 1) Quick (monitoring/superficial) • “Starbuck’s buzz is 85% positive” 2) Immersive (deep mining/insight) • “23% of Starbuck’s complaints are about high coffee prices” Sentiment Symposium 2/12
  3. 3. The Current State The novelty of quick sentiment monitoring is wearing off Actionability is the key to future growth Actionability means “who”,”what”, “why” insights Sentiment Symposium 3/12
  4. 4. Ontologies Are Dynamic Ontology Is the key to actionability Starbuck’s Peet’s Seattle’s Best Tagging … Extraction Brand Catalog Targeted Harvesting Classification Coffee Price Serendio Ontology Flavor CxA Service Feature Hierarchy Neg Pos “Rich” “Low” Actionable Insights “Poor” “Rich” “Poor” “Best” 23% of Starbuck’s complaints are about high coffee prices Domain specific phrases Sentiment Symposium 4/12
  5. 5. Ontologies Are Dynamic Digital Cameras Banking Notebooks Retail Athletic Apparel DVD Players Athletic Footwear Gaming Media Ontologies We Support Fast Food Entertainment MP3 players CPG Smart Phones Flat-screen TV Laptops PC’s Pharma Food Beverage Automobiles BluRay Players Sentiment Symposium 5/12
  6. 6. Wrap-Up Actionability from sentiment requires deep mining Deep mining means ontologies Ontology management drives actionability Sentiment Symposium 6/12
  7. 7. Announcement •Opening our 50+ business ontologies to public domain •Will enable all researchers to share/leverage that investment •Will enable more end-users to benefit from richer sentiment analytics Sentiment Symposium 7/12
  8. 8. Contact To learn more about our ontologies: ontology@serendio.com For product/service information: info@serendio.com 571-436-5419 Sentiment Symposium 8/12
  9. 9. Thank You! Sentiment Symposium 9/12
  10. 10. Appendix Sentiment Symposium 10/12
  11. 11. Ontology-Driven Sentiment Examples Netbooks: After some research through Consumer Reports I decided to purchase the ASUS Eee PC. So far this netbook has been great! I love the small size yet the keyboard is still big enough to comfortably type my papers on it. The battery life is outstanding and I can quickly browse on the internet. The web cam is pretty good but if you take a still shot you have to be very still otherwise the picture will be blurry. Overall this product is well worth the money and I would recommend it highly. Banking: “… does have terrible customer service . You are always getting the short end of the stick and banking with them will cost YOU money. Banking with … is costly and you're better off trusting your money with another institution. I agree with the post above in that you cannot trust them.” Retail Fashion: “My wife bought wedding shoes from J Crew via the internet. She told me that they were comfortable all night and that I should include this in the review for other brides. Lol.” Sentiment Symposium 11/12
  12. 12. Serendio Insight Portal Ontology Driven Traditional Sentiment Brand-Level Sentiment Sentiment Symposium 12/12
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