What i

SENTIMENT
ANALYSIS
IN
BUSINESS
INTELLIGENCE

What is Sentiment Analysis??

Application of :
Natural language processing
Computational linguistics and
Text analytics
to identify and extract subjective information in
source materials
Looks at subjective impressions and not Facts

Sentiment Analysis
Is the task of automatically detecting sentiment in text
Active research area since 2002
Standard part of online market research toolkits
Commonly used for automatic processing of large number of
texts to identify opinions about products or brands
Opinions are personal judgments about something
It is good. It is expensive
Subjective text contains opinions; Objective text states only
facts
Sentiments are expressions of emotion or attitude or opinion
I like it. I am happy. I am depressed.
Sentiment analysis is thought of as the prediction of peoples
private/ internal states from text.

Application Areas of Sentiment

Analysis
Purchasing Product or Service
Quality Improvement in Product or Service
Marketing Research
Recommendation Systems
Detection of flame
Opinion Spam Detection
Policy Making
Decision Making

Commercial Sentiment Analysis

Overall opinion Determine

about a product opinions about
parts of a
M90 phone is
excellent
product
M90 is expensive
but excellent

The screen of the

M90 is too small
but weiight is very
light
I love the steering
wheel on the new
Picasso

Determine
changes in
overall brand
opinion

Identify
individual
unhappy
customers

In response to
advertising
As routine
monitoring

Identify tweets that

mention the brand
and are negative

Social science sentiment analysis

Track trends in sentiment over time
Identify changes in sentiment
Discover patterns in sentiment use in a communication medium
E.g., gender, age, nationality differences

Types of sentiment analysis

Opinion Reason Mining: Discovers different features/
topics evaluated in an opinionated text, containing the
users judgment on such features.
Opinion Summarization: Generates summaries of opinionated
text by compressing the main opinions expressed in it
Product Comparison: Compares users opinions of different
competitive products
Emotional Intensity Classification: Goes a step further &
identifies different degrees of positivity/negativity, e.g.stronglynegative,weakly negative,fair,weakly-positiveand stronglypositive
Polarity Recognition: Attempts to classify texts into positive or
negative
Subjectivity Detection: Aims to discover subjective or neutral
terms, phrases or sentences; frequently used as a previous step in
polarity & intensity classification with the aim of separating
subjective information from opinionated one.

Sentiment and subjectivity

classification
Sentiment classification classifies whether an opinionated
document or sentence expresses a positive or negative opinion.
Subjectivity classification determines whether a sentence is
subjective or objective
Many real life applications, however, require more detailed
analysis because the user often wants to know what opinions
have been expressed on

Eg: (1) I bought an iPhone 2

days ago. (2) It was such a nice
phone. (3) The touch screen
was really cool. (4) The voice
quality was clear too. (5)
However, my mother was mad
with me as I did not tell her
before I bought it. (6) She also
thought the hone was too

What we want to extract

from this review???
Positive Opinion-> 2,
3, 4
Negative Opinion->
5,6
(2) is on iPhone as a
whole
(3), (4) on touch
screen and voice
quality features of

How it works?
Tokenisation
:
Breaks the
streams of text
into words,
phrases,
symbols, etc.
Extraction,
Compilation and
Report
Generation.

Identificati
on of
Sentence
Structure.

Disambiguation:
Through machine
learning the
sentence is
dismbiguated, e.g.,
different uses of
word kind

Establishment
of Relationship
between words

Sentiment Lexicon and its Issues

A positive or negative sentiment word may have
opposite orientations in different application
domains.
For e.g., suck-> This camera sucks & This
vacuum cleaner really sucks
A sentence containing sentiment words may not
express any sentiment.
For e.g., Can you tell me which Sony camera is
good? & If I can find a good camera in market, I
will buy it.
Sarcastic sentences with or without sentiment words
are hard to deal with
For e.g., What a great car! It stopped working in
two days.
Many sentences without sentiment words can also
imply opinions.

Case 1: Social Media Data Analytics by Bank of

America
Objective: To demonstrate the power of text analysis for gaining
customer experience insights
Consultants: Beyond
the Arc
Areas of concern for Bank:
Mint.com
Service breaks about 20
actionable breaks identified:
o Failure to send new debit
cards to customers whose
cards had expired
o Payments that hadnt
posted on time
o Tax forms that hadnt
arrived
o Duplicate charges
$50 limit on debit card

Task: To analyze publicly available data on

social media websites to identify key trends
in what people were saying about Bank of
America

Data
Mining
Tools

Case 2: Social Media Monitoring by Barclays for

PingIt
Objective: To identify the changes to be made to the app after monitoring
customer response
Consultants: Sentiment
Metrics

Task: To drill the data available on social media to

identify reasons for negative comments

Area of concern: Teenagers and

their parents, who couldnt transfer
money

CASE #
3

THE UNDERGROUND CAMPAIGN THAT

SCORED BIG
Campaign Goal: To increase awareness about ESPN
FC & help build the brand profile during the 2014
World cup
Target demographic: Commuters using the TFL tube
services ; since majority of games were played at
inconvenient times for working masses
Evaluating Campaign Success: Tricky; since no
internet access in the underground tube; only residual
engagement was measurable

Observations:
Brandwatch Analytics tracked 3,483 online mentions of
campaign in 7 days
Of the mentions, 60% were positive; much higher than similar
marketing campaigns
Result:
Helped an innovative , well managed Campaign that increased Unique
visitors to the ESPN FCs website by over 25%

Case# 4: SAP PA & Twitter- Sentiment

Analysis
How it Works

Objective: To determine public sentiment of people for car manufacturers

on Twitter
Sample Size: 500
Tweets

Number of Brands:
9

Steps taken to do SA:

Load the necessary packages and the credential file
Establish handshake with Twitter
Retrieve the tweets for each of the brand in data- set
Save the information in a data-frame for each brand
Analyze the tweets for positive and negative words using Lexicon
of Hu and Liu available at Opinion Mining, Sentiment Analysis,
Opinion Extraction
Compare the array from lexicon with the tweets and assign scores
Sum of overall scores using Sentiment Scoring Function, gives us
net sentiment for the brand
Sum the score and assign it to an array
Generate heat maps

Output

Heat Maps

Sentiment Analysis to Predict

Stock Trends

Business news carries varied information of

different companies
But in this rapidly moving world the number of
news sources present is uncountable
Humanly impossible to read & find all relevant
information in the form of news to draw a
conclusion timely to make an investment plan
that returns maximum profit.

Traders and investors now have constant access

to updated news which constantly moulds their
sentiments about the market
The sentiment not only becomes a deciding factor
but also aids in the decision of risk controls

Methodology
A predictive model has been proposed to predict sentiment
around stock price.
First, relevant real time news headlines/ press-releases filtered
from the large set of business news sources & analyzed topredict
the sentiment around companies.
In order to find correlation between sentiment predicted from
news and original stock price and to test efficient market
hypothesis, plot the sentiments of 15 odd companies over a
period of 4 weeks.

List of
Wipro (WIPRO), Infosys (INFY), Unilever NV (UN), Tata Consultancy
Services (TCS), Companies
International Business Machines (IBM), Tech
Mahindra (TECHM), Reliance Industries Limited (RIL), Nestle India
(NESTLEIND), General Motors (GM), Bharat Heavy Electricals
Limited (BHEL), Google Inc (GOOG),Hindustan Motors
(HINDMOTORS), Apple Inc (AAPL), Amazon (AMZN), IDBI Bank
(IDBI)

Methodology Component Flowchart

Results show an average accuracy score for

identifying correct sentiment of around
70.1%.
The comparison between positive sentiment
curve and stock price trends reveals 67% corelation between them
RMSE and MAE of 30.3% and 30.04%
respectively

SAS Sentiment Analysis

Features:
Statistics and linguistics combined to provide more accurate analysis
results
Context of features examined for curate interpretations
Dynamic sentiment analysis
Easy-to-use interface for model development
Updates on web postings, reviews and opinions

SAS Sentiment Analysis

Sentiment Analysis Techniques

Simple Text Categorization
Techniques
1. N gram Approach
2. Keyword identification
approach

Artificial Neural Networks

Multilayer perceptron

Statistical techniques
Simple logistic
Regression
Decision Tables
Nave Bayes
Rule Based Classifier

Machine Learning
Classification Techniques
1. Support Vector
Machines
2. Semantic Orientation:
Real number measure
of the positive/negative
sentiment expressed by
a word/phrase

Popular Vendors

Analytics Tools Used

Tweet
Archivist

is a Twitter analytics tool to search, archive,

analyze, visualize, save and export tweets
based on a search term or hash tag

How does it work?

Functionalities

An Example- Tweet Archivist

Retrieving

Result Displayed- 1

Result Displayed-

Major Customers

Example-2

Example-3

Challenges in Sentiment Analysis

Language Issues: Difficult to analyze
consolidated data across languages
Large Amount of Data: Very important to
separate relevant information from irrelevant to
fine tune ones analysis.
Subtleties in the Language: Many users use
sarcastic comments and other subtleties in their
language
Bellwethers: Bellwethers are those elements
whose yes or no determine the opinions of other
reviewers.
Barometers: Barometers are those reviewers who
follow the bellwethers in spite of having a different

Conclusion
Sentimental analysis has still a long way
to go as data volume and velocity is on an
increase
Extremely important for businesses to
survive in the competition
Proper preparation of data imperative for
an efficient result of any analysis
Selection of analysis package based on
suitability, usability and scalability of
business
Increased focus on Artificial Neural
Network Techniques to replicate natural

Recommendations for Sentiment

Analysis