ARF Insights: Four Questions for Seth Grimes, Sentiment Analysis Symposium Founder - Steve Rappaport

Seth Grimes wellknown authority on text analysis and sentiment spoke with me about sentiment analysis and the upcoming Sentiment Analysis Symposium on April 11 and 12 2011 in New York City click link to register Iamp8217ve read Seth for years and included some of his ideas in the research chapters of Listen First Seth founded this event last year and readied a compelling second edition If youamp8217re responsible for text analytic solutions analyzing or acting on sentiment the conference will give you software to consider ideas to apply and people and companies to meet Iamp8217m honored to be moderating the Visionaries panel on April 12Sentiment started with amp8220positive negative or neutralamp8221 but advances in science and software keep it evolving and making it more valuable I posed 4 questions to Seth about sentiment the conferenceamp8217s value and the near future Here goesSteve Rappaport SR Letamp8217s start with the fundamental question What is sentiment analysisSeth Grimes Grimes Iamp8217ll offer a dictionarystyle definition Sentiment analysis is an effort to systematically detect and evaluate opinions attitudes and emotions in a spectrum of personal online social and enterprise information sources Iamp8217ll also tell you that sentiment analysis is often misunderstood Human coding isnamp8217t the only path to accuracy and systems can be useful even when not fully automated Typically a hybrid humanmachine approach will produce the best results but there are many approaches that will work and your choice will depend on your business goals and on the type and volume of material you plan to analyze The need for market education amp8212 to help users understand choices and help vendors understand needs amp8212 is what led me in 2010 to create the first Sentiment Analysis Symposium and now we have amp8220round 2amp8243 set for April 12SR What key concerns drove program development this year compared to other yearsGrimes My only preconceived notion was that users and vendors need a place to meet and share knowledge about interesting and useful sentiment solutions So the program features major applications amp8212 social monitoring ampamp measurement customer service ampamp support review mining sentimentdriven trading strategies amp8212 and also allows podium time for new and innovative research and applications I actually did very little speaker recruiting just the eBay Research Labs folks to develop the Practical Sentiment Analysis tutorial Katie Paine as a speaker and the Visionaries Panel members and moderator who is of course yourself Thanks We ran an open Call for Speakers and got 39 proposals for 8 presentation slots The result is a program that meets a key concern Speakers are experts with the ability to communicate their experience in a range of realworld problems Just like last year weamp8217re addressing a second key concern Weamp8217ve built in lots of networking time for attendees to learn from one another and if theyamp8217re soinclined do a bit of dealmaking And new this year weamp8217re offering an optional Practical Sentiment Analysis Tutorial taught by eBay staff Monday afternoon preceding the symposium The tutorial is specifically designed for folks who are new to sentiment analysis addressing the need for market educationSR Sentiment analysis has become a checklist feature when brands consider text analytic applications yet the quality varies from one offer to another and that ultimately affects decisions What do buyers need to learn about judging sentiment capabilities and how will the Symposium helpGrimes Yup quality certainly does vary especially accuracy and usefulness issues Iamp8217ve addressed in a number of articles most recently in What I Look For In A Social Analysis Tool which appeared a few weeks ago in InformationWeek Buyers can learn from others about experiences with particular tools amp8212 the good the bad and the ugly amp8212 and from vendors about solution capabilities and plans and from experts whether users developers or analysts about evaluation criteria and implementation best practices Iamp8217ll just hint that tools that score sentiment based solely on keywords and only at the message or document level are serious laggards The leading providers now offer beyondpolarity analysis capabilities ability to discern emotion for instance angryhappysad and intent signals eg purchase or servicecancellation plans If you want to learn more drop me a line or attend the symposiumSR What will attendees be able to do differently or better as a result of attending the Symposium Grimes The short answer is that attendees will gain a better understanding of sentiment technology and its role in larger solutions for targeted advertising customer relationship management marketing and market research social engagement etc and theyamp8217ll get a chance to meet leading providers Really the symposium is designed to put solutions in perspective to educate users and providers and to foster dealmakingSR Thanks Seth See you at the SymposiumStephen D Steve Rappaport ARF Knowledge Solutions Director creates the knowledge resources tools and services which help members build brands Listen First draws upon his decades of experience in listening for market research and for creating listeningbased business strategy services and companiesRead all Steve39s39s MediaBizBloggers commentaries at ARF InsightsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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ARF Insights: Four Questions for Seth Grimes, Sentiment Analysis Symposium Founder - Steve Rappaport

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