Sentiment Analysis

Presented by
Rahil Arshad
2002422
M.Tech. CS 1 Yr

Guided by
Prof. Gur Saran
Dept of Mathematics
Dayalbagh Educational Institute
Introduction to Sentiment
Analysis
 Sentiment Analysis
 What is Sentiment Analysis?
 Three Pillars of Sentiment Analysis
 Why to do Sentiment Analysis
 Applications of Sentiment Analysis
 Challenges
 Sentiment Analysis Algorithms
 Rule Based Approach
 Automatic Sentiment Analysis
 Rule Based Approach
 Automatic Sentiment Analysis
 Classification Algorithms
 Conclusion
 Sentiment Analysis
 Sentiment analysis is one of the Natural Language
Processing fields, dedicated to the exploration of
subjective opinions or feelings collected from
various sources about a particular subject.
 In more strict business terms, it can be summarized
as: 
Sentiment Analysis is a set of tools to identify and
extract opinions and use them for the benefit of the
business operation 
 What is SA ?
 Identify the orientation of opinion in a piece of
text

The movie The movie The movie

was fabulous! stars Mr. X was horrible!

 Can be generalized to a wider set of emotions

Three pillars of Sentiment
Analysis Cognitive
Science

Sentiment
Analysis

Machine Natural
Learning Language
Processing
 Motivation
 Knowing sentiment is a very natural ability of a
human being.
Can a machine be trained to do it?

 SA aims at getting sentiment-related knowledge

especially from the huge amount of information
on the internet

 Can be generally used to understand opinion in a

set of documents
 Applications of SA
 expanded product analytics
 market research
 reputation management
 precision targeting
 marketing analysis
 public relations (PR)
 product reviews
 net promoter scoring
 product feedback
 customer service
 Challenges
 Contrasts with standard text-based categorization
 Domain dependent
 Sarcasm
 Thwarted expressions
 Types of Sentiment Analysis
 To understand how to apply sentiment analysis in the context of
your business operation - you need to understand its different
types.

In this section, we will look at the main types of sentiment

analysis:

 1st type: Fine-grained Sentiment Analysis involves determining

the polarity of the opinion. It can be a simple binary
positive/negative sentiment differentiation. This type can also go
into the more higher specification (for example, very positive,
positive, neutral, negative, very negative), depending on the use
case (for example, as in five-star Amazon reviews).
 2nd type : Emotion detection is used to identify signs of specific
emotional states presented in the text. Usually, there is a
combination of lexicons and machine learning algorithms that
determine what is what and why.

 3rd type: Aspect-based sentiment analysis goes deeper. Its purpose

is to identify an opinion regarding a specific element of the product.
For example, the brightness of the flashlight in the smartphone. The
aspect-based analysis is commonly used in product analytics to
keep an eye on how the product is perceived and what are the
strong and weak points from the customer point of view.

 4th type: Intent Analysis is all about the action. Its purpose is to

determine what kind of intention is expressed in the message. It is
commonly used in customer support systems to streamline the
workflow.
Sentiment Analysis Algorithms
There are two major Sentiment Analysis
methods:
 Rule Based Approach
 Automatic Sentiment Analysis
 Rule Based Approach
 Rule-based sentiment analysis is based on an algorithm with a
clearly defined description of an opinion to identify. Includes
identify subjectivity, polarity, or the subject of opinion.

 The rule-based approach involves basic Natural Language

Processing routine. It involves the following operations with the
text corpus:
 Stemming
 Tokenization
 Part of speech tagging
 Parsing
 Lexicon analysis (depending on the relevant context)
 Rule Based Approach
Here’s how it works:

 There are two lists of words. One of them includes

only the positive ones, the other includes negatives.
 The algorithm goes through the text, finds the
words that match the criteria.
 After that, the algorithm calculates which type of
words is more prevalent in the text. If there are
more positive words, then the text is deemed to
have a positive polarity.
 Automatic Sentiment Analysis
 While the rule-based approach is more of a toy
than a real tool, automated sentiment analysis is
the real deal. It is the one approach that truly digs
into the text and delivers the goods.
 Instead of clearly defined rules - this type of
sentiment analysis uses machine learning to
figure out the gist of the message.
 Automatic Sentiment Analysis
 Because of that, the precision and accuracy of the
operation drastically increase and you can process
information on numerous criteria without getting too
complicated.
 In essence, the automatic approach involves supervised
machine learning classification algorithms. In fact,
sentiment analysis is one of the more sophisticated
examples of how to use classification to maximum
effect. In addition to that, unsupervised machine
learning algorithms are used to explore data.
 Classification Algorithms

Overall, Sentiment analysis may involve the

following types of classification algorithms:
 Linear Regression
 Naive Bayes
 Support Vector Machines
 RNN derivatives LSTM and GRU.
 In Conclusion

Sentiment analysis is an incredibly valuable

technology for businesses because it allows
getting realistic feedback from your customers in
an unbiased (or less biased) way. Done right, it
can be a great value-added to your systems, apps,
or web projects. 
 References
 Tetsuya Nasukawa, Jeonghee Yi. ‘Sentiment Analysis: Capturing Favorability
Using Natural Language Processing’. In K-CAP ’03, Florida, pages 1-8. 2003.
 ‘Machine Learning’, Han and Kamber, 2nd edition, 310-330.
 http://wordnet.princeton.edu
THANKS !!!