1. Dynamic Ontologies
The Future of Sentiment Analytics
Sentiment
Symposium
New York
Apr 13, 2010

2. 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”
Sentiment Symposium
2/12

3. 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
Sentiment Symposium
3/12

4. Ontologies Are Dynamic
Ontology Is the key to actionability
Starbuck’s
Peet’s
Seattle’s Best
Tagging …
Extraction Brand Catalog
Targeted Harvesting Classification
Coffee
Price
Serendio
Ontology Flavor
CxA Service
Feature Hierarchy
Neg Pos
“Rich” “Low”
Actionable Insights “Poor” “Rich”
“Poor” “Best”
23% of Starbuck’s complaints are about high coffee prices Domain specific phrases
Sentiment Symposium
4/12

5. Ontologies Are Dynamic
Digital Cameras
Banking Notebooks
Retail
Athletic Apparel DVD Players
Athletic Footwear Gaming
Media
Ontologies We Support Fast Food
Entertainment MP3 players
CPG Smart Phones Flat-screen TV
Laptops PC’s Pharma
Food Beverage Automobiles BluRay Players
Sentiment Symposium
5/12

6. Wrap-Up
Actionability from sentiment requires deep mining
Deep mining means ontologies
Ontology management drives actionability
Sentiment Symposium
6/12

7. 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
Sentiment Symposium
7/12

8. Contact
To learn more about our ontologies:
ontology@serendio.com
For product/service information:
info@serendio.com
571-436-5419
Sentiment Symposium
8/12

9. Thank You!
Sentiment Symposium
9/12

10. Appendix
Sentiment Symposium
10/12

11. 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.”
Sentiment Symposium
11/12

12. Serendio Insight Portal
Ontology
Driven
Traditional
Sentiment
Brand-Level
Sentiment
Sentiment Symposium
12/12