The document discusses how sentiment analysis is moving from quick superficial monitoring of sentiment to more in-depth analysis that provides insights and enables action. It states that actionability is key to future growth in sentiment analysis. Actionability means providing insights about who is saying what and why. The document explains that ontologies are important for enabling this deeper level of analysis and actionability because they allow for targeted harvesting, extraction, classification and generation of actionable insights based on domain-specific language. It announces that the company discussed in the document will be making its business ontologies publicly available to enable more advanced sentiment analysis and benefits for more end users.

1. Dynamic Ontologies
The Future of Sentiment Analytics
Sentiment
Symposium
New York
Apr 13, 2010

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. 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. 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. 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. Wrap-Up
Actionability from sentiment requires deep mining
Deep mining means ontologies
Ontology management drives actionability
Sentiment Symposium
6/12

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. 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. Thank You!
Sentiment Symposium
9/12

10. Appendix
Sentiment Symposium
10/12

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. Serendio Insight Portal
Ontology
Driven
Traditional
Sentiment
Brand-Level
Sentiment
Sentiment Symposium
12/12