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A presentation on Sentiment Analysis....
- 1. What is sentiment Analysis Sentiment analysis is a subfield of natural language processing (NLP) that involves identifying and categorizing opinions expressed in a piece of text to determine whether the sentiment expressed is positive, negative, or neutral. It aims to understand the overall attitude or emotional tone conveyed by the text.
- 2. Why is sentiment analysis important? Sentiment analysis, also known as opinion mining, is an important business intelligence tool that helps companies improve their products and services. We give some benefits of sentiment analysis below. Provide objective insights Businesses can avoid personal bias associated with human reviewers by using artificial intelligence (AI)âbased sentiment analysis tools. As a result, companies get consistent and objective results when analyzing customersâ opinions. For example, consider the following sentence: I'm amazed by the speed of the processor but disappointed that it heats up quickly. Marketers might dismiss the discouraging part of the review and be positively biased towards the processor's performance. However, accurate sentiment analysis tools sort and classify text to pick up emotions objectively.
- 3. How does sentiment analysis work? Sentiment analysis is an application of natural language processing (NLP) technologies that train computer software to understand text in ways similar to humans. The analysis typically goes through several stages before providing the final result. Preprocessing During the preprocessing stage, sentiment analysis identifies key words to highlight the core message of the text. ⢠Tokenization breaks a sentence into several elements or tokens. ⢠Lemmatization converts words into their root form. For example, the root form of am is be. ⢠Stop-word removal filters out words that don't add meaningful value to the sentence. For example, with, for, at, and of are stop words.
- 4. Approaches of sentiment analysis 1.Rule based approach 2.Machine learning approach 3.Hybrid approach 4.Aspect based approach 5.Deep learning approach
- 5. Rule based approach The rule-based approach identifies, classifies, and scores specific keywords based on predetermined lexicons. Lexicons are compilations of words representing the writer's intent, emotion, and mood. Marketers assign sentiment scores to positive and negative lexicons to reflect the emotional weight of different expressions. To determine if a sentence is positive, negative, or neutral, the software scans for words listed in the lexicon and sums up the sentiment score. The final score is compared against the sentiment boundaries to determine the overall emotional bearing.
- 6. Rule-based analysis example Consider a system with words like happy, affordable, and fast in the positive lexicon and words like poor, expensive, and difficult in a negative lexicon. Marketers determine positive word scores from 5 to 10 and negative word scores from -1 to -10. Special rules are set to identify double negatives, such as not bad, as a positive sentiment. Marketers decide that an overall sentiment score that falls above 3 is positive, while - 3 to 3 is labeled as mixed sentiment.
- 7. Machine learning approach: Machine learning techniques involve training models on labeled datasets to predict sentiment. Supervised learning algorithms such as Support Vector Machines (SVM), Naive Bayes, Decision Trees, Random Forests, and Neural Networks (including deep learning architectures like LSTM, CNN) are commonly used. Models are trained on labeled data, where each data point is associated with a sentiment label (e.g., positive, negative, neutral). This approach can capture complex relationships in the data and may perform well with large datasets but requires substantial labeled data for training.
- 8. Hybrid approach: Hybrid approaches combine both lexicon-based and machine learning techniques to leverage their respective strengths. Lexicon-based methods can be used for feature extraction or as input to machine learning models, enhancing performance by incorporating domain-specific knowledge. Machine learning models can learn from data and adapt to various contexts, improving accuracy and robustness. Hybrid approaches aim to achieve better performance than either method alone
- 9. Aspect-based sentiment analysis: Aspect-based sentiment analysis goes beyond classifying the overall sentiment of a text and aims to identify sentiment towards specific aspects or entities mentioned in the text. This approach involves extracting aspects or entities from the text and then determining sentiment polarity for each aspect. It is particularly useful for analyzing product reviews, where users express opinions about different aspects/features of a product.
- 10. Deep learning approach: Deep learning models, such as Recurrent Neural Networks (RNNs), Long Short-Term Memory (LSTM) networks, Convolutional Neural Networks (CNNs), and Transformer-based models like BERT, have shown promising results in sentiment analysis tasks. These models can learn intricate patterns in textual data and capture long-range dependencies, leading to improved performance. However, deep learning models often require large amounts of labeled data and computational resources for training.
- 11. What are the different types of sentiment analysis? 1.Fined based scoring 2.Aspect based 3.Intent based 4.Emotional detentions
- 12. Fine-grained analysis Fine-grained sentiment analysis refers to categorizing the text intent into multiple levels of emotion. Typically, the method involves rating user sentiment on a scale of 0 to 100, with each equal segment representing very positive, positive, neutral, negative, and very negative. Ecommerce stores use a 5-star rating system as a fine-grained scoring method to gauge purchase experience.
- 13. Aspect based analysis Aspect-based analysis focuses on particular aspects of a product or service. For example, laptop manufacturers survey customers on their experience with sound, graphics, keyboard, and touchpad. They use sentiment analysis tools to connect customer intent with hardware- related keywords.
- 14. Intent based analysis Intent-based analysis helps understand customer sentiment when conducting market research. Marketers use opinion mining to understand the position of a specific group of customers in the purchase cycle. They run targeted campaigns on customers interested in buying after picking up words like discounts, deals, and reviews in monitored conversations.
- 15. Emotional detection Emotional detection involves analyzing the psychological state of a person when they are writing the text. Emotional detection is a more complex discipline of sentiment analysis, as it goes deeper than merely sorting into categories. In this approach, sentiment analysis models attempt to interpret various emotions, such as joy, anger, sadness, and regret, through the person's choice of words.
- 16. What are the challenges in sentiment analysis? Sarcasm It is extremely difficult for a computer to analyze sentiment in sentences that comprise sarcasm. Consider the following sentence, Yeah, great. It took three weeks for my order to arrive. Unless the computer analyzes the sentence with a complete understanding of the scenario, it will label the experience as positive based on the word great. Negation Negation is the use of negative words to convey a reversal of meaning in the sentence. For example, I wouldn't say the subscription was expensive. Sentiment analysis algorithms might have difficulty interpreting such sentences correctly, particularly if the negation happens across two sentences, such as, I thought the subscription was cheap. It wasn't.