Implement a Totally Tailored Sentiment Analysis. MeaningCloud webinar, May 4th, 2016. Webinar video: https://vimeo.com/166109627 More info about the webinar: https://www.meaningcloud.com/blog/tailored-sentiment-analysis-recorded-webinar (Esta presentación está también disponible en español: http://www.slideshare.net/MeaningCloud/analisis-de-sentimiento-a-tu-medida-meaningcloud-webinar) MeningCloud website: http://www.meaningcloud.com

1. Implement a Totally Tailored
Sentiment Analysis with
MeaningCloud
May 4th, 2016
Webinar

2. Tailored Sentiment Analysis with MeaningCloud
Before we get started…
Presenter
How to participate
• Send questions with the chat feature, or
• Click the “Raise your hand” button to speak
and we’ll enable your mic
• Afterwards, you’ll be able to access a recording of the
webinar and its contents as tutorials on our blog
Antonio Matarranz
CMO

3. Tailored Sentiment Analysis with MeaningCloud
The purpose of this webinar…
To learn how to implement
the highest-quality
sentiment analysis
for your application

4. Tailored Sentiment Analysis with MeaningCloud
Contents
 What MeaningCloud is and what it is used for
 Sentiment analysis: features and limitations
 Optimizing your sentiment analysis
• MeaningCloud’s customization tools
 Conclusions and Q&A

5. Tailored Sentiment Analysis with MeaningCloud
MeaningCloud: “Meaning as a Service”
Sign up, and use it for FREE at
http://www.meaningcloud.com

6. Tailored Sentiment Analysis with MeaningCloud
Text analytics, in the cloud (and on-premises)
Extract meaning and actionable insights from unstructured content
Automation of costly manual activities
MeaningCloud provides this service as a convenient, web-based offering
Opinions
Facts
Concepts
Organizations
People
Semantic
Analysis
Relationships
Themes

7. Tailored Sentiment Analysis with MeaningCloud
MeaningCloud’s APIs
Identifies occurrences of
names of people,
organizations, abstract
concepts, quantities, etc.
Theme classification
according to
predefined taxonomies
Identifies general and
attribute-level polarity
Distinguishes between 60
languages
Detailed morphosyntactic analysis
Evaluates the impact of
opinions on several
reputational axes
Discover meaningful topics and
similarities among texts without
relying on predefined
taxonomies

8. Tailored Sentiment Analysis with MeaningCloud
Add-in for Excel
 An experience fully integrated into Excel
 Easy to use - No programming!
 The most convenient way to evaluate, prototype, and use MeaningCloud
8

9. Tailored Sentiment Analysis with MeaningCloud
Customization tools

10. Tailored Sentiment Analysis with MeaningCloud
Sentiment analysis in MeaningCloud
 Identify sentiment (positive/negative/neutral or no polarity)
• Document-level (overall)
• Sentence-level
• Associated to mentioned entities/concepts/attributes
The Samsung is more reliable and the iPhone is too expensive
The hotel’s rooms are comfortable, but the restaurant is horrible

11. Tailored Sentiment Analysis with MeaningCloud
Sentiment Analysis API
Assign multilevel polarity to entities and other aspects,
distinguish facts from opinions, and detect irony.
IBM stock fell another 1.51%, while
their cloud business revenue rose 60
percent in 2014.
Aspect Sentiment
IBM - stock N
IBM - revenue P+
Global
NEU, DISAGREEMENT,
OBJECTIVE, NON IRONIC
Aspect Sentiment
Excelsior Hotel -
landscapes
P+
Excelsior Hotel - rooms N-
Global NEU, DISAGREEMENT,
SUBJECTIVE, NON IRONIC
 5-level polarity (and no polarity) scoring
 Aspect-based analysis
 Objective (fact) / subjective (opinion)
distinction
 Irony detection (beta)
 Customizable sentiment models
Excelsior Hotel has the most
amazing landscapes I've ever seen,
but the rooms are disgusting.

12. Tailored Sentiment Analysis with MeaningCloud
Let’s focus on a practical example
Yelp Reviews of Japanese restaurants in London

13. Tailored Sentiment Analysis with MeaningCloud
Limitations of sentiment analysis
 Attributes relevant for the domain are not detected, e.g.:
• For Japanese restaurants we need to know opinions about
• Dishes: sushi, sashimi, ramen, etc.
• Quality characteristics: price, atmosphere, etc.
 An expression’s polarity depends on domain and context, e.g.:
• “Cheap” is positive… unless you’re talking about luxury products.
• The sentence “The highest interest rate in the industry!” is
positive in the domain of savings but negative in the domain of
mortgages.

14. Tailored Sentiment Analysis with MeaningCloud
How we can optimize sentiment analysis
 By including attributes that are relevant to the domain and
focusing the analysis around them
 Personal dictionary of entities and concepts
 By specifying the polarity of expressions in the domain
depending on the context
 Personal sentiment model

15. Tailored Sentiment Analysis with MeaningCloud
Personal dictionary of entities and concepts
Restaurant
Dish
Ramen Sushi Sashimi etc.
Quality
Price Staff Atmosphere etc.

16. Tailored Sentiment Analysis with MeaningCloud
Personal sentiment model
 Polarity of expressions
to share POLARITY = NONE
 Polarity depending on context
portion|slice
TOGETHER IN THE SAME SENTENCE WITH small|tiny|meager
POLARITY = N
 Polarity depending on context and function
service
TOGETHER IN THE SAME SENTENCE WITH slow
AND ACTING AS <noun> POLARITY = N

17. Tailored Sentiment Analysis with MeaningCloud
Conclusion
The highest-quality sentiment analysis,
at your fingertips
 Attribute-level analysis
 Personal dictionaries, to focus the analysis on
aspects of interest
 Personal sentiment models to adjust polarity
depending on the domain

18. Tailored Sentiment Analysis with MeaningCloud
Democratizing the extraction of meaning
High quality semantic analysis
 Optimized technology mix
 Continuously updates semantic
resources
 High-level APIs, e.g., User
Profiling
 Customizable to customer
domain: models, dictionaries,
sentiment
Affordable, no risks
 Mature, tested technology
 Test and use for FREE (40,000
requests per month)
 Pay per use
 No commitment or
permanence
 Commercial plans beginning at
$99 /mo
For developers and non
technical users
 Add-in for Excel
 Standard web services APIs
 Plug-ins and SDKs for
diverse environments and
languages
 Plug-and-play approach
OpinionesTemas
Hechos
Conceptos
Organizaciones
Personas
Relaciones

19. Tailored Sentiment Analysis with MeaningCloud
Q & A

20. Tailored Sentiment Analysis with MeaningCloud
Stay tuned to our emails and blog
We’ll be posting a recording of the webinar and
its contents (data and models) as tutorials soon!

21. Tailored Sentiment Analysis with MeaningCloud
Thank you for your attention!
Questions, suggestions...
Antonio Matarranz
CMO
amatarranz@meaningcloud.com
http://www.meaningcloud.com