Catherine van Zuylen, Vice President of Global Product Management at Attensity talks about the future of text analytics at The Text Alalytics Summit West 2012

1. THE FUTURE OF TEXT ANALYTICS
CATHERINE H VAN ZUYLEN

2. My interest in text analytics
Organizing the
World’s
Information to
make it
universally
accessible
and useful

4. THE FIRST REVOLUTION

5. Text Analytics in Action?

7. SEARCH AS THE FUTURE OF TEXT
ANALYTICS?

8. THE SECOND REVOLUTION

9. NOT YET

10. SO WHAT IS THE FUTURE?

11. IN THE NEAR FUTURE TRUE VALUE WILL COME LESS FROM
INCREMENTAL ADVANCES IN NLP, AND MORE FROM USE CASE
EXPERTISE PROVIDED BY PROFESSIONALS FROM DOMAIN
EXPERTS…THERE WILL BE MANY MORE SOFTWARE OPTIONS
LEVERAGING TEXT ANALYTICS IN VARIOUS FIELDS LIKE
PHARMACEUTICAL, FINANCE, SECURITY ETC., ALL PROVIDING VALUE
TO THE FIELD BY INCORPORATING THEIR UNIQUE KNOWLEDGE INTO
METHODS AND SOFTWARE APPLICATIONS.
– TOM ANDERSON, ANDERSON ANALYTICS
IT’S EASY TO PREDICT SOCIAL MEDIA ANALYTICS WILL DRIVE TEXT
ANALYTICS INTO THE MAINSTREAM. THIS WILL OPEN UP DOZENS OF
OTHER TEXT ANALYTIC USES SUCH AS FRAUD DETECTION, RISK
ANALYSIS, HEALTHCARE RESEARCH, GOVERNMENT TREND ANALYSIS,
SECURITY APPLICATIONS, ETC.
- DANIEL GRAHAM, TERADATA

12. THE FUTURE OF TEXT ANALYTICS IS
THAT THE KINDS OF APPLICATIONS
THAT ARE NEWSWORTHY NOW WILL
BECOME MAINSTREAM IN THE FUTURE.
– MIKE MORAN, IBM (2008)

13. LISTENING TO THE CUSTOMER

14. MULTI-CHANNEL ANALYTICS

15. REAL-TIME COMMAND CENTERS

16. IDENTIFYING EMERGING ISSUES

17. FORECASTING MARKETS
Amalgamood

18. ROUTING AND RESPONSE

19. USING EFFECTIVE DETECTION METHODS TO OVERCOME
SPAM, UNWELCOMED POSTINGS, AND COMMERCIAL
ABUSES IN SOCIAL NETWORKS
USING TEXT ANALYTICS TO DRIVE AUDIENCE
ENGAGEMENT FOR EFFECTIVE SELLING
USING ADVANCED CONTENT ANALYTICS TO BRING
MEASURABLE VALUE TO THE FIELD OF HEALTHCARE

21. EARTHQUAKE WARNINGS

22. Jeff Jonas –

23. CHALLENGES
TO THE
FUTURE

24. COST
250 MILLION: TWEETS PER DAY
247 BILLION: EMAILS PER DAY
800 MILLION: FACEBOOK USERS
5 TRILLION: SMS MESSAGES ANNUALLY
100S MILLIONS OF SURVEY VERBATIMS
10S MILLIONS OF CRM RECORDS

25. PURE PLAY VS APPLICATIONS?

26. VARIATION: RECALL/PRECISION
@AmericanAir Any update on flight 2293 to
Austin. Looks like the incoming flight hasn't
arrived yet.
American airlines. I hate you. I have places to be
Hearing lots of travel complaints tonight.
I flew American this week & the experience left
me wanting.
I won, AA flight booked on US Scareways
dime. Took 4 escations & hr+ of yelling, but sis
will be home by 6:30 tmrw

27. SOCIAL SPEAK: ORAL, CULTURAL
This girl came at me to the café askin me if I’m aite
cause im always sitn by myself wtf lol yea I’m aite wtf I
just socialize wit like dat
I’ll let u knw wen am in schl 2mrw!
Rolling through Enfield while knocking a slag outside
mcds ;-)
Ima go all CSI Miami if I dont find my keys
I feel Kardashianed about Klout

28. Shinikizo kuchambua Nakala ime
andikwa katika lugha ambayo
mchambuzi hawawezi kusoma.

29. The pressure is on to analyze text
written in languages that the
analyst cannot read.
- Meta Brown

30. SENTIMENT EVOLUTION
I LOVE MY IPHONE.
I HATE BRUSSELS SPROUTS.

31. SENTIMENT EVOLUTION
MY CAR DIED.
I BOUGHT AN IPHONE.

32. I REALLY LIKE THAT (+2)
I LIKE THAT (+1)
I LOVE THAT (+3)
I KINDA LOVE THAT (??)

34. IS 90% OK?

36. SMALL CHANGE IN VOICE=
BIG CHANGE IN MEANING
Do you think I should close my account? (Question)
If someone doesn't call me back, I'm closing my account. (conditional)
I plan to close my account tomorrow. (Intent)
I closed my account yesterday. (Past)
I’m not going to close my account. (Negation)
I might close my account, I’m not sure yet. (Indefinite)
I’m closing my account ASAP! (Urgent)
Please close my account. (Request)
I really really need to close my account. (Augment)
CLOSE MY ACCOUNT! (Command)
I had to close my account again because they kept billing me. (Recur)
I think you should close your account. (Suggestion)
My account performed less well than I expected. (Diminish)

37. To sum up…
Practical applications are driving text
analytics innovation
A wide variety of challenges await us
along the way
Massive Volume
Multi-Lingual Requirements
Social Speak
Customer Education
Accuracy and Nuance

38. DISCUSSION
CATHERINE VAN ZUYLEN
CVANZUYLEN@ATTENSITY.COM