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(Technological) Problems and Applications of Opinion Analysis
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Transcript of (Technological) Problems and Applications of Opinion Analysis
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(Technological)Problems and Applications
of Opinion Analysis
Hugo ZaragozaDirector de Websays
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Before…
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After…
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Our Vision
By 2020 every company, brand, institution and personality,
will need tools and services to understand and take control
of online public opinion about them.
They will require services to monitor, understand & act.
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Example: Reputation Management
From a relaxed yearly Public Relations affair…
to a 24h. data-crunching speed-of-light business.
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The Opportunities
• Analysis– Reputation Management / Crisis– Competitive Analysis– Topical Analysis– Political Analysis
• Prediction Action– Audience selection– Retargetting
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The problem
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Filtering: selecting “relevant” content
• It’s not search / ranking: we need to select the right content to count!
• Precision Problem (hard):– 1 in 4 “Mango” items are about – 1 in 10 “Camper” items are about
• Recall (really hard):– “Barcelona OR BCN” : 3-5M items per month.– What about “Ramblas, Barceloneta, RazMatazz”…
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Query FormulationTargeted Crawling
Boiler Plate DetectionScraping / Structuing
FilteringTopic Modeling
IndexingCaching
Graph RankingStreaming Algorithms
HCI
Machine LearningNLP
Machine LearningNLP
Machine Learning
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• (demo)
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Center for Global DevelopmentSwiss Re
Hugo Zaragoza
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Boiler-Plate, Scraping, Parsing…
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Data needs to be “correct”.
Model Adaptation is crucial Every client is a pico-domain.
Model Adaption is crucial.
Start with almost not training data(but have human anlalysts)
Active Learning Heavy Priors
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Example: Active Learning @ Websays
Lower Bound In yourQuality / Confidence
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Priors and Confirmations: Filtering
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Priors and Confirmations: Sentiment Rule Learning
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Entity Analysis
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Sentimnet Analysis
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Topic Share
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Crisis example
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“Location” Semantic Word Cloud detects “Switzerland” as an outlier
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SwitzerlandMadrid
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Relative importance of topics
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Some crisis go away, some come back!
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Engagement: how much of the conversation has been motivated by the corporation?
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Public Opinion Polling
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Public Opinion Polling
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Berlusconi sig-saws,Grillo never stopped growing!
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Data is also content / entertainment.
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Data is also content / entertainment.
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Almost every aspect of this needs more science & engineering…
• Crawling, Parsing• Filtering• Clustering, Classification• Named Entities, Sentiment• Ranking (Graph Measures)
• IR + ML + NLP …+ ADAPTATION
Room for dramatic improvements!
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Exploiting opinion dynamics to reach near-perfect sentiment classification
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Correction Dynamics