sem10 searchforsentiment 3322grimes 100423144852 phpapp01

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Search for Sentiment

Seth GrimesAlta Plana Corporation

301-270-0795 -- http://altaplana.com

Search Engine MeetingApril 27, 2010


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Search for Sentiment 2

Seth Grimes

Principal Consultant with Alta Plana Corporation.

Contributing Editor, TechWebs

IntelligentEnterprise.com.

Channel Expert (text analytics), B-Eye-Network.com.Founding Chair, Sentiment Analysis Symposium,

sentimentsymposium.com, and Text Analytics

Summit, textanalyticsnews.com.


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Two

assertions:

Human

communications

are inherentlysubjective.

Opinion often

masquerades asFact.


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Facts and Feelings

The unemployment rate is 9.7%.Unemployment is WAY TOO HIGH!!

The unemployment rate is higher than it was two

years ago (5.1%).

Former U.S. Federal Reserve Chairman Alan Greenspansaid on Tuesday that the global recession will "surely

be the longest and deepest" since the 1930s, adding

that the Obama administration's Troubled Asset

Relief Program will be insufficient to plug the

yawning financial gap. [Reuters, Feb 18, 2009]

Bernanke is doing a better job than Greenspan.

www.google.com/publicdata


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Questions for business & government:

What are people saying? Whats hot/trending?What are they saying about {topic|person|product} X?

... about X versus {topic|person|product} Y?

How has opinion about X and Y evolved?

How has opinion correlated with{our|competitors|general}

{news|marketing|sales|events}?

Whats behind opinion, the root causes?

Who are opinion leaders?

How does sentiment propagate across multiple

channels?


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Is sentiment a search problem?


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Information access w/structure, sentiment:

Sentiment+

Sentiment

User intent?


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In this example, you can quickly see that the Drooling

Dog Bar B Q has gotten lots of positive reviews, and if

you want to see what other people have said about the

restaurant, clicking this result is a good choice.-- http://googleblog.blogspot.com/2009/05/more-search-options-and-other-

updates.html

In the recap of [Searchology] from Googles Matt Cutts,

he tells us that: If you sort by reviews, Google will

perform sentiment analysis and highlight interesting

comments.-- Bill Slawski, Google's New Review Search Option and Sentiment Analysis,

http://www.seobythesea.com/?p=1488


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For better information access, understand

user intent.

User intent?


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We have a decision support need. We=Consumers

Marketers

Competitors

Managers

Decision support requires tools beyond

general-purpose search/information

access


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Counting term hits, in one source, at the

doc level, doesnt take you far...

Good or bad? Whats behind the posts?


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Counting --

clicks, noteven

keywords --

leaves you

wonderingWhy?and

So What?


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Sentiment analysis is the task of identifying

positive and negative opinions, emotions, and

evaluations.-- Wilson, Wiebe & Hoffman, 2005, Recognizing Contextual

Polarity in Phrase-Level Sentiment Analysis

Sentiment analysis or opinion mining is thecomputational study of opinions, sentiments

and emotions expressed in text An opinion on

a featurefis a positive or negative view,

attitude, emotion or appraisal onffrom anopinion holder.

-- Bing Liu, 2010, Sentiment Analysis and Subjectivity, in

Handbook of Natural Language Processing


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Sentiment analysis turns attitudes into

data.

Ingredients:Structured and unstructured sources.

Subjectivity WW&H used over 8,000 clues.Polarity: positive, negative, (both,) or neutral.

Intensity.


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There are many complications. Simplified:Sentiment may be of interest at multiple

levels.Corpus / data space, i.e., across multiple sources.

Document.

Statement / sentence.

Entity / topic / concept.

Human language is noisy and chaotic!Jargon, slang, irony, ambiguity, anaphora,

polysemy, synonymy, etc.

Context is key. Discourse analysis comes into play.Must distinguish the sentiment holder from the

object: Greenspan said the recession will


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Sentiment sources (broadly):News

Social media

Enterprise feedback

Consumption models:

PushPull (a.k.a. search)

1. General search engine

2. Siloed/vertical search interface

3. Application embedded4. Widgets/gadgets


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Rated

negative?


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???

Manual focus


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An accuracy aside: [WWH 2005] describes

an inter-annotator agreement test.10 documents w/ 447 subjective expressions.The two annotators agree on 82% of cases.

Excluding of uncertain subjective expressions(18%) boosts agreement to 90%.

(Wilson, Wiebe & Hoffman, 2005, Recognizing Contextual Polarity in Phrase-

Level Sentiment Analysis)


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Claim: You fall far short with (only) --Doc-level analysis.

Keyword-based analysis.

For text, you need strong natural language

processing (NLP) for information

extraction:A direct opinion is a quintuple (oj, fjk, ooijkl, hi, tl),

where oj is an object,fjk is a feature of the object oj,

ooijkl is the orientation or polarity of the opinion on

featurefjk of object oj, hi is the opinion holder and tl isthe time when the opinion is expressed by hi. [Liu

2010]

index at will!


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Boost accuracy via ratings & classification:


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Next slides have a few more examples.

A Jodange embeddable gadget.Newssift.com, a now defunct media portal

from the Financial Times Group.


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Beyond polarity: We present a system that

adds an emotional dimension to an

activity that Internet users engage in

frequently, search..-- Sood & Vasserman & Hoffman, 2009, ESSE:

Exploring Mood on the Web


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Happy Sad Angry

Energetic Confused AggravatedBouncy Crappy Angry

Happy Crushed Bitchy

Hyper Depressed Enraged

Cheerful Distressed Infuriated

Ecstatic Envious Irate

Excited Gloomy Pissed off

Jubilant Guilty

Giddy Intimidated

Giggly Jealous

Lonely

Rejected

Sad

Scared-----------------------

The three prominent mood groupsthat emerged from K-Means

Clustering on the set ofLiveJournal mood labels.


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Questions?

Comments?

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