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TUM BMP Using Analytical Tools Sentiment Analysis & Opinion Mining Discussion

TUM BMP Using Analytical Tools Sentiment Analysis & Opinion Mining Discussion

Question Description

BRAND24, along with other analysis tools incorporated in the tool, can perform Sentiment Analysis using extracted data from about your product/brand.

Sentiment analysis or opinion mining refers to the application of natural language processing, computational linguistics, and text analytics to identify and extract subjective information in source materials.

Generally speaking, sentiment analysis aims to determine the attitude of a speaker or a writer with respect to some topic or the overall contextual polarity of a document. The attitude may be his or her judgment or evaluation (see appraisal theory), affective state (that is to say, the emotional state of the author when writing), or the intended emotional communication (that is to say, the emotional effect the author wishes to have on the reader).

A basic task in sentiment analysis is classifying the polarity of a given text at the document, sentence, or feature/aspect level — whether the expressed opinion in a document, a sentence or an entity feature/aspect is positive, negative, or neutral. Advanced, “beyond polarity” sentiment classification looks, for instance, at emotional states such as “angry,” “sad,” and “happy.”

(See http://en.wikipedia.org/wiki/Sentiment_analysis)

TASK:

Use BRAND24 to semantically analyze text words –important words you discovered from your data collected over the course of the semester from reviews and blogs for consumer insight. You will be able to complete this basic assignment by using the free access on the BRAND24 home page.

https://brand24.com/features/

Bhttps://www.google.com/search?biw=1280&bih=681&tbm=vid&ei=ZeYBW9TCD8eYjwONp7_oDg&q=brand24+tutorials&oq=brand24+tutorials&gs_l=psy-ab.3…2233.4936.0.5298.10.3.0.7.7.0.216.524.0j2j1.3.0….0…1c.1.64.psy-ab..0.9.449…0j0i20i263k1.0.kEs7e8ZiXgYRAND24 Tutorial

Demo Video [19:36]: go here for fine tuning your Brand24 project AND for helping you interpret your output

https://www.youtube.com/watch?v=fqajo95IBes

  1. Create an account on BRAND24 [login and password]
  2. Use keywords specific to your brand to cull the internet for social mentions. You are limited to 10. For Vera Wang: (Example shows Muddy Bake Shop but this assignment will be for Vera Wang)
  3. Click NEXT,
  4. Select Language: English.
  5. Perform the analysis. Output will look like this:
  6. Filter data for positive or negative sentiment (slide the dot on the bar) and examine text of Social Media items to look for elements of positive or negative that might inspire changes to your strategy.
  7. Click on Show interactions and Show sentiment and see if the date range helps you to tie together the “what” is happening with the “why” it’s happening.
  8. Take and save screen shots to embed into your analysis.
  9. Write up your evaluation.
  10. DELIVERABLE 2.5

    Your evaluation!!!

    1. What is your brand evaluation, including what needs to be augmented or corrected? Include any screen shots/key charts from the analysis that justify your conclusions.

    2 What understanding did you gain about your company, brand/product and its competitors? Include any screen shots/key charts from the analysis that justify your conclusions.

    3. What would you do to improve the company’s social media efforts based on these reports? Include any screen shots/key charts from the analysis that justify your conclusions.

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