1. Data to impress those who sign the checks Azure logic apps, social media, and sentiment analysis
Matt Gordon

2. Speaker info Matt Gordon Data Platform Solution Architect

3. About ME 15+ years of SQL Server experience Managed 24x7 datacenters
Worked on development teams
MCSE: Data Management and Analytics
PASS Summit 2017 speaker
IDERA SQL Superstar
Friend of Redgate
Home cook and car geek

4. How I picked my twitter handle and domain name

5. agenda What is sentiment analysis?
Why is sentiment analysis important?
How did I get involved in this?
What did I build (i.e. what the heck is a Premier League Mood Table?)
How did I build it?
Wrap-up and takeaways
Q&A

6. What is sentiment analysis?
“The process of computationally identifying and categorizing opinions expressed in a piece of text, especially in order to determine whether the writer’s attitude towards a particular topic, product, etc., is positive, negative, or neutral.”
Google’s definition
“Using computer magic to figure out how people are feeling when they tweet about something.”
My definition

7. What is sentiment analysis?
Also known as opinion mining
Concept has been around for a while but rise of social media brought it to the forefront
Typically done with specialized tools whose algorithms are unknown
Azure Cognitive Services API democratizes this to an extent

8. What is sentiment analysis?
What are the Cognitive Services APIs?
Sets of machine learning algorithms to solve problems in the field of AI
These algorithms can be consumed through standard REST calls over the Internet

9. What is sentiment analysis?
List of Cognitive Services APIs
Vision (analyze images and videos)
Speech (speech recognition and speaker identification)
Language (understand sentences and intent)
Knowledge (enhanced search for research)
Search (applies ML to web searches)
Mood table (and similar sentiment analysis) uses the Language Cognitive Services API

10. Why is sentiment analysis important?
News cycles used to last days – now they last hours
Users/customers live on social media these days
Political divisions can affect and “enhance” people’s outrage
Being on the wrong end of an unfortunate tweet or post can have lasting consequences
Companies should baseline their social media sentiment

11. Why is sentiment analysis important?
Dove Body Wash Facebook campaign in October 2017
Took the brand nearly two days to offer a thorough response
Proper sentiment analysis would have alerted them to the issue much earlier
Response “by feel” is not fast enough

12. Why is sentiment analysis important?
Entenmann’s #NotGuilty tweet in July 2011
Tweeted on a hashtag dedicated to Casey Anthony verdict
Didn’t respond to negative attention for hours
Account was actually deleted for a period of time

13. How did I get involved in this?

14. How did I get involved in this?

15. How did I get involved in this?

16. How did I get involved in this?
Men In Blazers (Roger Bennett and Michael Davies)
Popular soccer podcast
TV show on NBC Sports Network
Podcast in mid-October musing about a “mood table”
Contacted them with a POC and it’s now become a regular feature on the podcast

17. How did I get involved in this?
Brad Ball’s sentiment analysis blog got my train of thought started
Premier League Mood Table expands on single-event sentiment
Ranks clubs by supporter sentiments within 10 minutes of the final whistle of a match

18. What did I build? Premier League Mood Table Azure SQL DB
Logic app for all 20 clubs
Cognitive Services API (language)
Azure Scheduler Job Collection

19. What did I build?

20. What did I build?

21. How did I build it? Azure SQL DB Database to store Twitter information
Sentiment score, account, location, tweet text, etc.
Queries to rank the clubs by sentiment from best to worst
1 is most positive, 0 is most negative

22. How did I build it? Logic Apps One per club
“When a new tweet is posted” trigger
Feeds tweet text to Detect Sentiment action from Cognitive Services API
Final step is Insert Row action into Azure SQL DB
Original version also streamed to Power BI

23. How did I build it? Azure Scheduler Job Collection
Uses Azure AD to authenticate the logic apps
Direct scheduling interface for enable and disable actions
Provides run history
Provides execution count and error count

24. DEMO TIME
Mood Table In-depth

25. What’s next? (soccer customer things)
Using Python and/or rtweet to scrape past tweets (and ML to score those tweets) in order to form more cohesive and customizable sentiment pictures
Working with soccer clubs to map this against fan response, souvenir sales, and game action
Working with Raspberry Pi and microphone arrays to do in-stadium “sentiment”

26. What’s next? (non-soccer customer things)
Azure function to send an or initiate a workflow alerting about Tweets below a certain sentiment score
Power BI live sentiment dashboard
Geography-based reports

27. Wrap-up and takeaways
Social media presence requires sentiment analysis
Any data professional or data-curious pro can have a role in this, especially in smaller organizations
Underscores how important machine learning is to understand
I am a big dork that built something to rank soccer teams based on feelings

28. Questions?

29. Speaker info Matt Gordon Data Platform Solution Architect