“ OpenDover” sentiment analysis What is it? How does it work? How can customers benefit? Presentation by Ing. Herman Vissia M.Sc., CEO Byelex Multimedia Producs BV

Outline Introduction What is sentiment analysis or opinion mining? What problems can we solve with opinion mining? What is needed for opinion mining? The Appraisal theory What makes OpenDover unique? OpenDover: Firsts results Opinion Miner: Drupal module for text mining and analysis Conclusion

Introduction

What is sentiment analysis or opinion mining?

What problems can we solve with opinion mining?

What is needed for opinion mining?

The Appraisal theory

What makes OpenDover unique?

OpenDover: Firsts results

Opinion Miner: Drupal module for text mining and analysis

Conclusion

What is Opinion Mining? Opinion mining or sentiment analysis is a recent discipline at the crossroads of information retrieval and computational linguistics which is concerned not with the topic a document is about, but with the opinion it expresses. What is an opinion? Private state – a state that is not open to objective observation or verification [Quirk et al., 1985] Sentiment Analysis, Sentiment Classification, Opinion Extraction are other names used in literature to identify this discipline. Where can we find opinions? News feeds (Reuters, Google news, FT, etc) Blog feeds (Technorati, Delicio.us) Social networks (Twitter) Customer rating and review systems

News feeds (Reuters, Google news, FT, etc)

Blog feeds (Technorati, Delicio.us)

Social networks (Twitter)

Customer rating and review systems

Possible questions to be solved via Opinion Mining What is the general opinion on the proposed tax reform? How is popular opinion on governmental issues evolving? Which of our customers are unsatisfied? Why? Should we invest in a new type of environmental friendly product? Is our region popular with foreign visitors?

What is the general opinion on the proposed tax reform?

How is popular opinion on governmental issues evolving?

Which of our customers are unsatisfied? Why?

Should we invest in a new type of environmental friendly product?

Is our region popular with foreign visitors?

What is needed for opinion mining? Development of linguistic resources, e.g. build a lexicons of subjective terms. Classification of text (entire documents, sentences) by their opinion content, e.g. classify a news article either as Positive or Negative in relation to the subject. Extraction of opinion expression from text, eventually including relations with the rest of content, e.g. recognize an opinion, who is expressing it, who/what is the target of the opinion. Mining tools to scavenge the Internet for relevant articles on the chosen subject Visualization tools to extract meaningful information from the mined articles, based on the sentiment TAGS and possible other TAGS. (Knowledge finding)

Development of linguistic resources, e.g. build a lexicons of subjective terms.

Classification of text (entire documents, sentences) by their opinion content, e.g. classify a news article either as Positive or Negative in relation to the subject.

Extraction of opinion expression from text, eventually including relations with the rest of content, e.g. recognize an opinion, who is expressing it, who/what is the target of the opinion.

Mining tools to scavenge the Internet for relevant articles on the chosen subject

Visualization tools to extract meaningful information from the mined articles, based on the sentiment TAGS and possible other TAGS. (Knowledge finding)

The Appraisal theory Appraisal theory is a framework of linguistic resources which describe how writers and speakers express inter-subjective and ideological positions. Via the OpenDover project, Byelex will offer an online service based on this theory, in combination with an open source Drupal module to “EmoTAG” various documents.

Appraisal theory is a framework of linguistic resources which describe

how writers and speakers express inter-subjective and ideological

positions.

Via the OpenDover project, Byelex will offer an online service based on this theory, in combination with an open source Drupal module to “EmoTAG” various documents.

What makes OpenDover unique? OpenDover uses an Ontology-based approach to solve the problem of word sense disambiguation. (The same words can have different meanings depending on the context, i.e. New York, Content Management System). Ontologies represents the concepts which are held in common by the participants in a certain domain. OpenDover can extract 3 types of opinion words: personal emotional state (e.g. happy, delighted, proud, sad, angry, horrified); appreciation (e.g. flexible, efficient, stable, reduced, ideal, backward, poor, highest); judgment (e.g. active, decisive, caring, dedicated, intelligent, negligent, evil) OpenDover will support the following main domains: Economics Entertainment Event Law Medicine Politics Product Travel Product

OpenDover uses an Ontology-based approach to solve the problem of word sense disambiguation. (The same words can have different meanings depending on the context, i.e. New York, Content Management System). Ontologies represents the concepts which are held in common by the participants in a certain domain.

OpenDover can extract 3 types of opinion words:

personal emotional state (e.g. happy, delighted, proud, sad, angry, horrified);

appreciation (e.g. flexible, efficient, stable, reduced, ideal, backward, poor, highest);

judgment (e.g. active, decisive, caring, dedicated, intelligent, negligent, evil)

OpenDover will support the following main domains:

Economics

Entertainment

Event

Law

Medicine

Politics

Product

Travel

Product

OpenDover: Firsts results

Opinion Miner: Drupal module for text mining and analysis

Conclusion : Opinion Mining and Sentiment analysis can be of great value for Marketers, and Market research Companies The technology is mature enough to be deployed very soon Internet technology is perfect to tap into the opinions of millions, and via Search Feeds, the data can be mined quite easily There are still challenges to implement multiple languages The combination between Open Source CMS Drupal and OpenDover will prove to be very powerful

Opinion Mining and Sentiment analysis can be of great value for Marketers, and Market research Companies

The technology is mature enough to be deployed very soon

Internet technology is perfect to tap into the opinions of millions, and via Search Feeds, the data can be mined quite easily

There are still challenges to implement multiple languages

The combination between Open Source CMS Drupal and OpenDover will prove to be very powerful