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Sentiment Analysis: The
Marketplace and Providers
Seth Grimes
Alta Plana Corporation
301-270-0795 -- http://altaplana.com -- @sethgrimes
Sentiment Analysis Symposium
New York
May 7, 2013
Sentiment Analysis: The Marketplace and Providers
Sentiment Market and Providers 3
Questions for business (& government):
What are people saying? What’s 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}?
Who (and What, When & How) are opinion leaders?
How does sentiment propagate across multiple channels?
What’s behind opinion, the root causes?
(How) Can we link opinions, profiles, behaviors &
transactions to discern intent and predict actions?
Sentiment Market and Providers 4
How do these factors affect my business?
How can answers to these questions help me
improve business processes?
We have a decision support need. We=
Consumers.
Marketers.
Competitors.
Managers.
Sentiment Market and Providers 5
We have a decision support need. We=
Consumers.
Marketers.
Competitors.
Managers.
Work backwards –
What are your business goals?
What insights will help your reach them?
What data, transformation, and presentations will
generate those insights?
For each option, what will it cost and what is it worth:
What is the expected/projected ROI?
Sentiment Market and Providers 6
But we don’t always work this way.
Sometimes we want to explore.
What data do you have, or can you get?
What business value does it contain, alone or when linked
to other data?
How will might you get at that value?
What will you do with your discoveries?
How will they improve business processes and outcomes?
Sentiment Market and Providers 7
Primary considerations include –
Adaptation or specialization: To a business or cultural
domain, language, information type (e.g., text, speech,
images) & source (e.g., Twitter, e-mail, online news).
By-user customization possibilities: For instance, via
custom taxonomies, rules, lexicons.
Sentiment resolution: Aggregate, message, or feature
level. (What features? Topics, coreferenced entities?)
What sentiment? Valence & what else? Emotion? Intent?
Outputs: E.g., annotated text, models, indicators,
dashboards, exploratory data interfaces.
Usage mode: As-a-service (API), installed, or hosted/cloud.
Capacity: Volume, performance, throughput.
Cost.
Sentiment Market and Providers 8
Sentiment sources (broadly):
News/online.
Social.
Enterprise.
(To me, it’s all social, involving interactions.)
Consumption modes – tools, answers, or
applications?
1. General search engine.
2. Siloed/vertical search interfaces, a.k.a.
monitoring tools.
3. Exploratory-analysis interfaces.
4. Application embedded.
5. Widgets/gadgets.
Sentiment Market and Providers 9
Sentiment Market and Providers 10
Sentiment Analysis: The Marketplace and Providers
Sentiment Analysis: The Marketplace and Providers
Sentiment Market and Providers 13
Sentiment Market and Providers 14
Providers 1 (non-exhaustive) –
Sentiment Market and Providers 15
Aiaioo
AlchemyAPI
Apicultur
Bitext
Chatterbox
Clarabridge
Coginov API
ConveyAPI
Daedalus Stilus
Lymbix
NetBase
OpenAmplify
Open Dover
Saplo
Semantria
TheySay
TrustYou
Viralheat
Providers 2 (non-exhaustive) –
As a Web service, via an API:
Sentiment Market and Providers 16
Providers 3 (non-exhaustive) –
Software libraries:
GATE
LingPipe.
Python NLTK.
R.
RapidMiner.
WEKA.
Sentiment Market and Providers 17
Providers 4 (non-exhaustive) –
Widgets:
Appinions.
MySmark.
Swipp.
Sentiment Market and Providers 18
Providers 5 (non-exhaustive) –
Financial markets applications.
Bloomberg.
Digital Trowel.
Dow Jones.
RavenPack.
Thomson Reuters NewsScope.
Sentiment Market and Providers 19
Providers 6 (non-exhaustive) –
Other-domain applications.
Attensity Clarabridge
Crimson Hexagon Daedalus
DiscoverText Expert System
Fido Intelligence IBM
Kana (Overtone) KPMG (Wise Window)
Lexalytics Luminoso
Marketwired Sysomos Medallia
NetBase Neurolingo
OpenText SAP
SAS Semantic Force
Sentiment Analysis: The
Marketplace and Providers
Seth Grimes
Alta Plana Corporation
301-270-0795 -- http://altaplana.com -- @sethgrimes
Sentiment Analysis Symposium
New York
May 7, 2013

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Sentiment Analysis: The Marketplace and Providers

  • 1. Sentiment Analysis: The Marketplace and Providers Seth Grimes Alta Plana Corporation 301-270-0795 -- http://altaplana.com -- @sethgrimes Sentiment Analysis Symposium New York May 7, 2013
  • 3. Sentiment Market and Providers 3 Questions for business (& government): What are people saying? What’s 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}? Who (and What, When & How) are opinion leaders? How does sentiment propagate across multiple channels? What’s behind opinion, the root causes? (How) Can we link opinions, profiles, behaviors & transactions to discern intent and predict actions?
  • 4. Sentiment Market and Providers 4 How do these factors affect my business? How can answers to these questions help me improve business processes? We have a decision support need. We= Consumers. Marketers. Competitors. Managers.
  • 5. Sentiment Market and Providers 5 We have a decision support need. We= Consumers. Marketers. Competitors. Managers. Work backwards – What are your business goals? What insights will help your reach them? What data, transformation, and presentations will generate those insights? For each option, what will it cost and what is it worth: What is the expected/projected ROI?
  • 6. Sentiment Market and Providers 6 But we don’t always work this way. Sometimes we want to explore. What data do you have, or can you get? What business value does it contain, alone or when linked to other data? How will might you get at that value? What will you do with your discoveries? How will they improve business processes and outcomes?
  • 7. Sentiment Market and Providers 7 Primary considerations include – Adaptation or specialization: To a business or cultural domain, language, information type (e.g., text, speech, images) & source (e.g., Twitter, e-mail, online news). By-user customization possibilities: For instance, via custom taxonomies, rules, lexicons. Sentiment resolution: Aggregate, message, or feature level. (What features? Topics, coreferenced entities?) What sentiment? Valence & what else? Emotion? Intent? Outputs: E.g., annotated text, models, indicators, dashboards, exploratory data interfaces. Usage mode: As-a-service (API), installed, or hosted/cloud. Capacity: Volume, performance, throughput. Cost.
  • 8. Sentiment Market and Providers 8 Sentiment sources (broadly): News/online. Social. Enterprise. (To me, it’s all social, involving interactions.) Consumption modes – tools, answers, or applications? 1. General search engine. 2. Siloed/vertical search interfaces, a.k.a. monitoring tools. 3. Exploratory-analysis interfaces. 4. Application embedded. 5. Widgets/gadgets.
  • 9. Sentiment Market and Providers 9
  • 10. Sentiment Market and Providers 10
  • 13. Sentiment Market and Providers 13
  • 14. Sentiment Market and Providers 14 Providers 1 (non-exhaustive) –
  • 15. Sentiment Market and Providers 15 Aiaioo AlchemyAPI Apicultur Bitext Chatterbox Clarabridge Coginov API ConveyAPI Daedalus Stilus Lymbix NetBase OpenAmplify Open Dover Saplo Semantria TheySay TrustYou Viralheat Providers 2 (non-exhaustive) – As a Web service, via an API:
  • 16. Sentiment Market and Providers 16 Providers 3 (non-exhaustive) – Software libraries: GATE LingPipe. Python NLTK. R. RapidMiner. WEKA.
  • 17. Sentiment Market and Providers 17 Providers 4 (non-exhaustive) – Widgets: Appinions. MySmark. Swipp.
  • 18. Sentiment Market and Providers 18 Providers 5 (non-exhaustive) – Financial markets applications. Bloomberg. Digital Trowel. Dow Jones. RavenPack. Thomson Reuters NewsScope.
  • 19. Sentiment Market and Providers 19 Providers 6 (non-exhaustive) – Other-domain applications. Attensity Clarabridge Crimson Hexagon Daedalus DiscoverText Expert System Fido Intelligence IBM Kana (Overtone) KPMG (Wise Window) Lexalytics Luminoso Marketwired Sysomos Medallia NetBase Neurolingo OpenText SAP SAS Semantic Force
  • 20. Sentiment Analysis: The Marketplace and Providers Seth Grimes Alta Plana Corporation 301-270-0795 -- http://altaplana.com -- @sethgrimes Sentiment Analysis Symposium New York May 7, 2013