Opinion Mining of Customer Feedback Data on the Web Presented By Dongjoo Lee, Intelligent Databases Systems Lab. 1 Dongjoo Lee School of Computer Science and Engineering, Seoul National University Seoul , Republic of Korea Ok-Ran Jeong Department of Computer Science, University of Illinois at Urbana- Champaign Urbana, IL, 61801, USA Sang-goo Lee School of Computer Science and Engineering, Seoul National University Seoul , Republic of Korea

Copyright  2008 by CEBT Customer Feedback Data 2 This camera is my first digital one and was super easy to learn to use. The picture looks great and it’s simple to get the correct exposure. The memory card that comes with the camera has a very small capacity though, (it holds about 4 photos) so a separate memory card is a necessity. I’m not very happy with the memory card.” Marketing planner Potential customer

Copyright  2008 by CEBT Goal of OM 3 From reliable amounts of feedback data Automatic or semi-automatic Effective presentation Serves the chosen objectives posneg lens exposure …… … memory ……… Ratio of pos and neg opinions Opinion summary … …

Copyright  2008 by CEBT Tasks for Opinion Mining 4

Copyright  2008 by CEBT Development of Linguistic Resource (1)  Linguistic resources Used to extract opinion and to classify the sentiment of text  Appraisal theory A framework of linguistic resources which describes how writers and speakers express inter-subjective and ideological position  Sentiment related properties Subjectivity, Orientation, Strength 5 verticalyellowliquid good excellent bad terrible positivenegative subjective objective more intensive

Copyright  2008 by CEBT Development of Linguistic Resource (2)  Conjunction method Hatzivassiloglou and McKeown (1997) –adjectives in ‘and’ conjunctions usually have similar orientation, while ‘but’ is used with opposite orientation.  PMI (Pointwise Mutual Information) method Turney and Littman (2003), Baroni and Vegnaduzzo (2004) –terms with similar orientation tend to co-occur in documents –subjective adjectives tend to occur in the near of other subjective adjectives  WordNet Exploring method Hu et al. (2004) –adjectives usually share the same orientation as their synonyms and opposite orientation as their antonyms  Gloss Classification method Esuli et al. (2005, 2006) –terms with similar orientation have similar glosses –terms without orientation have non-oriented glosses SentiWordNet 6 and but positive negativecorpus seed terms

Copyright  2008 by CEBT Sentiment Classification  The process of identifying the sentiment – or polarity – of a piece of text or a document.  PMI method Turney et al. (2002) –SO(phrase) = PMI(phrase, “excellent”) – PMI(phrase, “poor”)  Machine Learning method A special case of text categorization with sentiment- rather than topic-based categories Pang and Lee (2002) – Default Classifier - Naïve Bayes, MaxEnt, SVM, PrTFIDF Pang and Lee (2004) – Use only subjective parts  NLP Combined method Whitelaw et al. (2005) – Applied the appraisal theory Wilson et al. (2005) – Employ machine learning and 28 linguistic features 7

Copyright  2008 by CEBT Systems for Opinion Summarization 8 System Sentiment Resource Syntactic Analysis Extracting Opinion Expression Presentation Feature Extraction Sentiment Assignment Review Seer(2003) Thumbs up/down No Probabilistic model Naïve Bayes Classifier List sentences contain the feature term Red Opal (2007) Star rating Frequent noun and noun phraseAverage star rating Order products by score of each feature CBA miner Infrequent feature selection WordNet exploring Dominant polarity of each phrase Bar graph Opinion Observer (2004) Linguistic Resource Kanayama’s System (2004) Yes Sentiment unit Modifying the machine translation framework N/A bBNP heuristic Sentiment lexicon Sentiment pattern database List sentences which bear sentiment of a product WebFountain (2005) OPINE (2005) Web PMIRelaxation labelingN/A higher precision and lower recall

Copyright  2008 by CEBT Discussion  Provide an overall picture of the tasks and techniques for opinion mining system.  Focused on surveying and analyzing the methods for development of linguistic resources, sentiment classification, and opinion summarization.  Opinion mining has become important for all types of organizations, including for- profit corporations, government agencies, educational institutions, non-profit organizations, and the military in gauging the opinions, likes and dislikes, and the intensity of the likes and dislikes, of the products, services, and policies they offer and plan to offer.  An understanding of the overall picture of the tasks and techniques involved in opinion mining is of significant importance. 9

Thank You. Thank You.