the future of text analytics

THE FUTURE OF TEXT ANALYTICS

CATHERINE H VAN ZUYLEN

My interest in text analytics

Organizing the

World’s

Information to

make it

universally

accessible

and useful

THE FIRST REVOLUTION

Text Analytics in Action?

SEARCH AS THE FUTURE OF TEXT

ANALYTICS?

THE SECOND REVOLUTION

NOT YET

SO WHAT IS THE FUTURE?

IN THE NEAR FUTURE TRUE VALUE WILL COME LESS FROM

INCREMENTAL ADVANCES IN NLP, AND MORE FROM USE CASE

EXPERTISE PROVIDED BY PROFESSIONALS FROM DOMAIN

EXPERTS…THERE WILL BE MANY MORE SOFTWARE OPTIONS

LEVERAGING TEXT ANALYTICS IN VARIOUS FIELDS LIKE

PHARMACEUTICAL, FINANCE, SECURITY ETC., ALL PROVIDING VALUE

TO THE FIELD BY INCORPORATING THEIR UNIQUE KNOWLEDGE INTO

METHODS AND SOFTWARE APPLICATIONS.

– TOM ANDERSON, ANDERSON ANALYTICS

IT’S EASY TO PREDICT SOCIAL MEDIA ANALYTICS WILL DRIVE TEXT

ANALYTICS INTO THE MAINSTREAM. THIS WILL OPEN UP DOZENS OF

OTHER TEXT ANALYTIC USES SUCH AS FRAUD DETECTION, RISK

ANALYSIS, HEALTHCARE RESEARCH, GOVERNMENT TREND ANALYSIS,

SECURITY APPLICATIONS, ETC.

- DANIEL GRAHAM, TERADATA

THE FUTURE OF TEXT ANALYTICS IS THAT THE KINDS OF APPLICATIONS THAT ARE NEWSWORTHY NOW WILL BECOME MAINSTREAM IN THE FUTURE.

– MIKE MORAN, IBM (2008)

LISTENING TO THE CUSTOMER

MULTI-CHANNEL ANALYTICS

REAL-TIME COMMAND CENTERS

IDENTIFYING EMERGING ISSUES

FORECASTING MARKETS

Amalgamood

ROUTING AND RESPONSE

USING EFFECTIVE DETECTION METHODS TO OVERCOME

SPAM, UNWELCOMED POSTINGS, AND COMMERCIAL

ABUSES IN SOCIAL NETWORKS

USING TEXT ANALYTICS TO DRIVE AUDIENCE

ENGAGEMENT FOR EFFECTIVE SELLING

USING ADVANCED CONTENT ANALYTICS TO BRING

MEASURABLE VALUE TO THE FIELD OF HEALTHCARE

EARTHQUAKE WARNINGS

Jeff Jonas –

CHALLENGES

TO THE

FUTURE

COST

250 MILLION: TWEETS PER DAY

247 BILLION: EMAILS PER DAY

800 MILLION: FACEBOOK USERS

5 TRILLION: SMS MESSAGES ANNUALLY

100S MILLIONS OF SURVEY VERBATIMS

10S MILLIONS OF CRM RECORDS

PURE PLAY VS APPLICATIONS?

VARIATION: RECALL/PRECISION

@AmericanAir Any update on flight 2293 to Austin. Looks like the incoming flight hasn't arrived yet.

American airlines. I hate you. I have places to be

Hearing lots of travel complaints tonight. I flew American this week & the experience left me wanting.

I won, AA flight booked on US Scareways dime. Took 4 escations & hr+ of yelling, but sis will be home by 6:30 tmrw

SOCIAL SPEAK: ORAL, CULTURAL

This girl came at me to the café askin me if I’m aite

cause im always sitn by myself wtf lol yea I’m aite wtf I

just socialize wit like dat

I’ll let u knw wen am in schl 2mrw!

Rolling through Enfield while knocking a slag outside

mcds ;-)

Ima go all CSI Miami if I dont find my keys

I feel Kardashianed about Klout

Shinikizo kuchambua Nakala ime

andikwa katika lugha ambayo

mchambuzi hawawezi kusoma.

The pressure is on to analyze text

written in languages that the

analyst cannot read.

- Meta Brown

SENTIMENT EVOLUTION

I LOVE MY IPHONE.

I HATE BRUSSELS SPROUTS.

SENTIMENT EVOLUTION

MY CAR DIED.

I BOUGHT AN IPHONE.

I REALLY LIKE THAT (+2)

I LIKE THAT (+1)

I LOVE THAT (+3)

I KINDA LOVE THAT (??)

IS 90% OK?

SMALL CHANGE IN VOICE=

BIG CHANGE IN MEANING

Do you think I should close my account? (Question)

If someone doesn't call me back, I'm closing my account. (conditional)

I plan to close my account tomorrow. (Intent)

I closed my account yesterday. (Past)

I’m not going to close my account. (Negation)

I might close my account, I’m not sure yet. (Indefinite)

I’m closing my account ASAP! (Urgent)

Please close my account. (Request)

I really really need to close my account. (Augment)

CLOSE MY ACCOUNT! (Command)

I had to close my account again because they kept billing me. (Recur)

I think you should close your account. (Suggestion)

My account performed less well than I expected. (Diminish)

To sum up…

Practical applications are driving text analytics innovation

A wide variety of challenges await us along the way

Massive Volume

Multi-Lingual Requirements

Social Speak

Customer Education

Accuracy and Nuance

DISCUSSION

CATHERINE VAN ZUYLEN

CVANZUYLEN@ATTENSITY.COM