Negative Sentiment (or "Sentiment Analysis is Sh*te")

Mat Morrison @mediaczarTuesday, 5 July 2011

Tuesday, 5 July 2011

Elephant in the roomTuesday, 5 July 2011

or Emperor’s ClothesTuesday, 5 July 2011

VolumeTuesday, 5 July 2011

qualified byVolume Relevance AUTHORITY SentimentTuesday, 5 July 2011

quick Question: How Accurate is Sentiment analysis?Tuesday, 5 July 2011

The stinksTuesday, 5 July 2011

supervised Learning Machine Robot HumanTuesday, 5 July 2011

Robots first...Tuesday, 5 July 2011

I’m unqualified to make judgements about the science...Tuesday, 5 July 2011

I’m unqualified to make judgements about the science... ...and So are you.Tuesday, 5 July 2011

Because the Science Is hidden in a boxTuesday, 5 July 2011

Because the Science Is hidden in a box But scientific Results are Reproducable!!!Tuesday, 5 July 2011

What’s the buzz around “Green Lantern”?Tuesday, 5 July 2011

Positive Negative Sysomos (Blogs) 40 17 TweetSentiment 29 11 WDTIT? 56.8 42 SocialMention 18 5 SM2 20 16 Sysomos (Tweets) 6.4 7.6 Rotten Tomatoes 27 73 A quick poll of a few sentiment engines’ analysis of the buzz surrounding the film “Green Lantern” demonstrates no correspondence.Tuesday, 5 July 2011

Turk THis! RT @BangsandaBun: According to some, I wasnt deserving/grateful/ cool enough to be there, but I blogged about my Glastonbury experience http://t.co/eEInrnuTuesday, 5 July 2011

Turk THis! RT @BangsandaBun: According to some, I wasnt deserving/grateful/ cool enough to be there, but I blogged about my Glastonbury experience http://t.co/eEInrnu Robot says NegativeTuesday, 5 July 2011

Turk THis! I know the bands for Glastonbury were great this year, but I still dont think you could have paid me to be part of that mental crowd! You?Tuesday, 5 July 2011

Turk THis! I know the bands for Glastonbury were great this year, but I still dont think you could have paid me to be part of that mental crowd! You? Robot says positiveTuesday, 5 July 2011

SENTIMENT scoring using Amazon Mechanical Turk disagreed with 16/40 (40%) robot judgments. Only 13/40 (32.5%) of robotic judgments were passed by all three human Judges. Raw Data available at http://mczar.me/mkue1pTuesday, 5 July 2011

But Are Humans Reliable? ??? Emotional State/Mood Priming Cultural bias Cognitive Bias Famously not.Tuesday, 5 July 2011

It Gets Worse... The Same Human Scorer, when presented with the same statement on multiple occasions, may score it differently each time. cf. A Guerilla Experiment in Sentiment Analysis http://mczar.me/lrp7YiTuesday, 5 July 2011

Academic studies generally focus on Movies & the STOCK Market Why is this?Tuesday, 5 July 2011

Social Media data are full of irrelevant...Tuesday, 5 July 2011

Volume Relevance Authority SentimentTuesday, 5 July 2011

All four are needed to make sense of dataVolume Relevance Authority Sentiment But I’m only talking sentimentTuesday, 5 July 2011

Why might marketers want to perform Sentiment analysis? To guide customer service interactions As a Performance indicator To qualify social media buzz To identify fansTuesday, 5 July 2011

Is sentiment actionable? Product Query Is it a... Product Complaint ??? Product endorsement Product review Product COmparison ...I need to know moreTuesday, 5 July 2011

THE KPI Problem !"#"$%&# ##$ &"#$ &##$ %"#$ =)*;>$?)@2<$ A2.-4.@)3>$?)@2<$ %##$ B;3C>,;<<$?)@2<$ "#$ #$ ()*+,-+.$ /+0+,-+.$ 12342.5$ 6+-.42.5$ 72.08$ 9:.;<$ 725$ !"#$ Massive (and unrepresentative) spike in Net Positive Sentiment caused by specific campaign activity Should we be allowed to mark our own homework?Tuesday, 5 July 2011

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Negative Sentiment (or "Sentiment Analysis is Sh*te")

by Mat Morrison

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