1. Sentra fact sheet
Introduction
Sentra is Zorallab’s advanced, highly granular sentiment & entity relation extraction and transaction
system. It is based on the emerging Sentic computing conceptual framework. Sentra is fully automated
comprising a large array of integrated, highly scalable techniques including; Artificial intelligence (AI),
Machine Learning (ML), Natural Language Processing (NLP) and Logic Programming techniques.
Sentra is able to generate highly structured, time-series transactions, in real-time, containing sentiment
analysis as applied to any set of entities and their relationships. It can do this using an unlimited num-
ber of unstructured data sources, (e.g. web sites, documents, blogs, on-line news, emails etc.)
What are sentiment transactions?
There are many systems that will analyse sentiment within text. However, whilst this can be useful, it
has limited value when using data for commercial or analytical applications. Just to know that an article
or blog entry is negative about its subject is not always sufficient to be really useful. This is best illus-
trated by an example.
Let’s take the statement:
“Microsoft’s share performance has been disappointing this quarter, but the company’s
flagship operating system, Windows 7.0, has been generally well received and is a big
improvement”
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2. Sentra fact sheet
Is this positive or negative? Well, understandably, it is both. In order to analyse this properly we need
to understand the entities being discussed, their relationship and then the sentiment between them. In
other words, we need transactions that clearly structure WHO is saying WHAT about WHOM. This is
what Sentra does. This is what makes it different and uniquely powerful. So, to continue our example, in
analysing the above statement Sentra will generate the following transactions:
Article TargetCom-
Date/Time Author Source Source URL Event Product Sentiment
Ref pany
02/12/11 John Taylor ABC News www.abc.com/ 11290 Microsoft Share Negative
09:35 a11223.htm price
02/12/11 John Taylor ABC News www.abc.com/ 11290 Microsoft Windiws 7.0 Positive
09:35 a11223.htm
Notice that Sentra understood that the word “company’s” refers to Microsoft and was able to understand
that Windows 7.0 is a product of a company called Microsoft.
Now let’s take the example:
“Samsung states that its new B5029 model is far more flexible than Nokia’s S23”
This is more complex. Sentra would generate the following,
Article TargetCom-
Date/Time Author Source Source URL Event Product Sentiment
Ref pany
04/12/11 Mark Smith FT www.ft.com/ 20993 Samsung “> ” B5029 Positive
10:23 a5886.htm
04/12/11 Mark Smith FT www.ft.com/ 20993 Nokia “<” S23 Negative
10:23 a5886.htm
Further, the relationship between products B5029 and S23 is understood and extracted as that of com-
petitive products.
Sentra even generates transactions when there is no news
In conjunction with aiHit technology, Sentra monitors millions of company websites and can see when
events/items change, e.g. product releases, changes of executives, customer announcements, partner
changes etc. As Sentra’s AI/ML engines understand the nature of each item, wherever they are located
on the web site, its is able automatically to generate “change event” transactions. For example,
© Zorallabs 2012 all rights reserved

3. Sentra fact sheet
Previous
Date/Time Entity Type Company Source URL Event Desc New Value
Value
07/12/11 Person New Wave Newavw.com Executive CEO Andrew John Norton
11:15 Technology change Mavey
07/12/11 Product Genera Genera.com Product An- V 4.0 …
11:16 nouncement
How many sources can Sentra monitor?
Unlimited – Sentra already monitors and maintains a map of the entire WWW. So the number of
sources depends entirely on your monitoring requirements.
How frequently can Sentra update its data?
As often as required. Sentra can monitor sources in near real-time.
Does Sentra monitor only company data?
No. Sentra can monitor and extract transactions from any type of unstructured data. Sentra “under-
stands” many topics and industries including: Economics, Finance, Banking, Engineering, Computer
Science, Health Care, Pharmaceutical Industry, Telecommunication Industry, Politics, etc. Please con-
tact us for more details.
How is Sentra data supplied?
You can acquire Sentra time-series transactions and reference data via an API, (XML, JSON or other
format as required), via FTP or alternatively your Sentra system can be entirely hosted (SaaS) and acces-
sible via a number of query and analytical tools.
Sentiment Analysis has a reputation for not being very accurate, how does
Sentra perform?
To date, typical sentiment analysis engines are based primarily on statistical techniques. Most are not
granular, (i.e. they are article, not sentence level based), and do not understand “context” or “relation-
ships”. Typically they achieve accuracy rates below 70%. However, Sentra’s scalable Sentic Computing
based system is routinely delivering accuracy rates in excess of 85%-90%. This is equivalent to, (even
slightly in excess of), human performance.
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4. Sentra fact sheet
How much does Sentra cost?
There are no capital outlays. You pay only for initial setup and the number of sites and items/compa-
nies you monitor. Costs depend on the number of sites and frequency of update required. Please do not
hesitate to contact our sales office for a free quotation.
How quickly can I start?
Often, in as little as one week, depending on the sources and entities or fields you require. Typically you
would give us details of the sources you require and the fields/event/relationship types to be monitored.
We then provide a small, sample output for you to evaluate and then switch on your Sentra system. If
you require analysis of entities/relationships/events that we do not currently cover, then just provide us
with samples and we can evaluate and incorporate them into Sentra.
What next?
Simply contact our sales team and we would be deligheted to talk about your requirements.
sales@zorallabs.com
© Zorallabs 2012 all rights reserved