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Posted April 8, 2012 by RhoBeta in Analytics
 
 

Sentiment Analysis: Touching the emotions

Sentiments Analysis
Sentiments Analysis

Introduction

Internet has been growing rapidly along with billions of  databases around the world. Social web environments are nowadays very common but are not always easy to understand. Web platforms such as Facebook, Twitter and other sites dedicated to the reviews of commercial products have been increasing influence in everyday life.  Material such as e-mails, blogs, wikis, chat rooms, forums and other such informal documents contain a large amount of data, often reflecting opinions and experiences that would be of value for many. The fast-growing mountain of data which is ever changing makes it very complicated but necessary evil for computer-scientists to analyze. Much of this material is in the form of unstructured documents using natural language. In order to make use of this potential resource, it will be necessary to develop methods of extracting useful data from the mass of unstructured material. The amount of documents involved makes manual analysis impractical. Sentiment Analysis is one such area of study within Natural Language Processing that is concerned with identifying the mood or opinion of subjective elements within a document. Sentiment analysis basically aims at determining the attitude of a speaker or a writer with respect to some topic or the overall feeling in a document. Perhaps the most obvious area of research in Sentiment analysis is the attempt to establish the direction of the sentiment, i.e. whether it is positive or negative.  This is known as the polarity, or semantic orientation of the text.  There has been attempt to determine the opinion (negative, positive or neither being portrayed in a body of – usually written – text using computer technology

Applications

Sentiment Analysis is still being used in a number of areas and its use returns a relatively high level of success in some of these areas.  A large potential commercial application for Sentiment Analysis is in the extraction of marketing information from the Internet.  There is a wide range of commentary about consumer products.  This presents an opportunity to understand and respond to the consumer by analyzing this unsolicited feedback. Sentiment Analysis is capable of retrieving the required information from blogs and reviews, information that could be useful to an organization when trying to improve customer experience. As major companies are increasingly coming to realize, these consumer voices can wield enormous influence in shaping the opinions of other consumers—and, ultimately, their brand loyalties, their purchase decisions, and their own brand advocacy. Companies can respond to the consumer insights they generate through social media monitoring and analysis by modifying their marketing messages, brand positioning, product development, and other activities accordingly.  A curious case of Online marketing campaign has been found in Political arena too. Recently many political campaigns organizations are found to deal with sentiment analysis over the web related to their potential candidate. Thus we can conclude that sentiment analysis is a very crucial tool while dealing the vast natural language of the Cyberspace.


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