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Dynamic OntologiesThe Future of Sentiment Analytics
SentimentSymposium
New YorkApr 13, 2010
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”
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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
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Ontologies Are Dynamic
Ontology Is the key to actionability
Tagging
Extraction
Classification
Actionable Insights
OntologySerendioCxA
Neg Pos
“Rich” “Low”
“Poor” “Rich”
“Poor” “Best”
Domain specific phrases
Brand Catalog
Starbuck’s
Peet’s
Seattle’s Best
…
Feature Hierarchy
Coffee
Price
Flavor
Service
Targeted Harvesting
23% of Starbuck’s complaints are about high coffee prices
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Ontologies Are Dynamic
Athletic Apparel
Media
Athletic Footwear
Entertainment
Smart Phones
Notebooks
Flat-screen TV
MP3 players
Gaming
Fast Food
CPG
Retail
Pharma
Ontologies We Support
Digital Cameras
BluRay PlayersAutomobilesFood & Beverage
DVD Players
Banking
Laptops & PC’s
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Wrap-Up
Actionability from sentiment requires deep mining
Deep mining means ontologies
Ontology management drives actionability
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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
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Contact
To learn more about our ontologies:
For product/service information:
571-436-5419
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Thank You!
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Appendix
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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.”
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Serendio Insight Portal
Ontology
Driven
SentimentTraditional
Brand-Level
Sentiment
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