e-book Frameworks for Policy Analysis: Merging Text and Context

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How Does Sentiment Analysis Work?

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Raymond Charles Rauscher. Virtue and Responsibility in Policy Research and Advice. Berry Tholen. Strategic Environmental Assessment. Barry Sadler. A Phenomenology of Institutions. Raul Lejano. How to write a great review. The review must be at least 50 characters long. The title should be at least 4 characters long. Your display name should be at least 2 characters long. At Kobo, we try to ensure that published reviews do not contain rude or profane language, spoilers, or any of our reviewer's personal information. You submitted the following rating and review.

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Sentiment Analysis

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The title will be removed from your cart because it is not available in this region. Not only do brands have a wealth of information available on social media, but they also can look more broadly across the internet to see how people are talking about them online. Instead of focusing on specific social media platforms such as Facebook and Twitter, we can target mentions in places like news, blogs, and forums —again, looking at not just the volume of mentions, but also the quality of those mentions.

In our United Airlines example, for instance, the flare-up started on the social media platforms of a few passengers. Within hours, it was picked up by news sites and spread like wildfire across the US. News then spread to China and Vietnam, as the passenger was reported to be an American of Chinese-Vietnamese descent and people accused the perpetrators of racial profiling. In China, the incident became the number one trending topic on Weibo, a microblogging site with almost million users.

Example: Expedia Canada. All was well, except for their choice of screeching violin as background music. Understandably, people took to social media, blogs, and forums. Expedia noticed that and removed the ad. Then, they created a series of follow-up spin-off videos: one showed the original actor smashing the violin, and in another one, they invited a real follower who had complained on Twitter to come in and rip the violin away. Though their original product was far from flawless, they were able to redeem themselves by incorporating real customer feedback into continued iterations.

Using sentiment analysis and machine learning , you can automatically monitor all chatter around your brand and detect this type of potentially-explosive scenario while you still have time to defuse it. Social media and brand monitoring offer us immediate, unfiltered, invaluable information on customer sentiment. In a parallel vein run two other troves of insight —surveys and customer support interactions. Teams often look at their Net Promoter Score NPS , but we can also apply this analyses to any type of survey or communication channel that yields textual customer feedback.

Sentiment analysis takes it that step further. Sentiment analysis is useful in understanding Voice of Customer VoC because it helps you do all of the following:. Example: McKinsey City Voices project. Unhappy with this counterproductive progress, the Urban-planning Department recruited McKinsey to help them work on a series of new projects that would focus first on user experience, or citizen journeys, when delivering services. This citizen-centric style of governance has led to the rise of what we call Smart Cities.

McKinsey developed a tool called City Voices, which conducts citizen customer surveys across more than different metrics, and then runs sentiment analysis to help leaders understand how constituents live and what they need, in order to better inform public policy. By using this tool, the Brazilian government was able to surface urgent needs —a safer bus system, for instance— and improve them first. If even whole cities and countries, famous for their red tape and slow pace, are incorporating customer journeys and sentiment analysis into their decision making processes, then innovative companies better be far ahead.

Frameworks for Policy Analysis: Merging Text and Context

Leading companies have begun to realize that oftentimes how they deliver is just as if not more important as what they deliver. Nowadays, more than ever, customers expect their experience with companies to be immediate, intuitive, personal, and hassle-free. Example: Analyzing customer support interactions on Twitter. We downloaded tens of thousands of tweets mentioning the companies by name or by handle , and ran them through a MonkeyLearn sentiment model to categorize each tweet as positive , neutral , or negative. We then used our new Insight Extractor , which reads all text as one unit, extracts the most relevant keywords , and returns the most relevant sentences including each keyword.

To sum up, this could imply that a more personal, engaging take on social media elicits more positive responses and higher customer satisfaction. In the same way we measure VoC via customer surveys, we can solicit and act on feedback from our own employees. Chances are they are wildly more invested in giving actionable ideas on how to improve the workplace. And chances are that you, as the employer, are wildly more interested in keeping them engaged and empowered to do their best. Sentiment analysis is useful in workplace analytics and VoE because it helps you do the following:.

On a scale of 1 to 10, a top-performing employee may say she rates her engagement at work as a 5 —not ideal. But for many product teams, soliciting frequent feedback can be the trickiest part. How do you narrow down which customer segment to ask? How do you sort through and weigh all their feedback? This is exactly where sentiment analysis can change the game. Whether by analyzing surveys, customer support interactions, or social media, machine learning enables you to assess huge amounts of product feedback at once. Our team runs sentiment analysis on customer support interactions and uses those insights to empower everyone in our company —not just our support agents.

We had real feedback from real customers, directly reaching the ears of the people to whom it mattered most. As any great product team does, we listen to the customers and meet their needs. All too often, all it takes is simply equipping your team with the right insight.

And as a final use case, sentiment analysis empowers all kinds of market research and competitive analysis. Examples: Hotel reviews on TripAdvisor.

Our team was curious about how people feel about hotels in several major cities around the world, so we scraped and analyzed more than one million reviews from TripAdvisor. You feel inspired thinking about the different applications of this technology. Now, you want to know more about sentiment analysis, go deeper and explore the different ideas that you may have.

Sentiment analysis is a really vast topic and sometimes beginners can feel overwhelmed on how to get started. There is a very large number of resources out there, from super useful tutorials to all kinds of courses, articles, and papers specialized on this topic. In this section, our goal is to give a brief overview on different materials and resources to get you started with sentiment analysis. Before diving into the sentiment analysis literature and tutorials, make sure you understand the very basics of sentiment analysis:. Later on, if you feel courageous, you can explore more advanced sentiment analysis literature.

A good next step in your journey to learn more about sentiment analysis is to play and experiment with an online demo , a place where you can simply type a message and test the results of the analysis for different expressions. This is useful for having a first-hand experience on the good, the bad, and the ugly of sentiment analysis.

By playing with practical examples, you can quickly understand on what type of expressions sentiment analysis shines and works like a charm. You will also rapidly grasp what the challenges and caveats of this technology are. Once you have the basics in place, it's time to get your hands dirty and experiment on the domain you are interested in. To do so, we recommend that you browse through the myriad of tutorials available and pick one within your domain and interests.

In this section, you can try out different models that were trained using MonkeyLearn for a diverse set of sentiment analysis tasks. Feel free to experiment with different expressions and see how different models behave and make their predictions.

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Try entering more words to see how this affects the results. Additionally, you can use MonkeyLearn to create a custom model for sentiment analysis to get specific results that are tailored to your domain and interest. This is a generic sentiment analysis classifier for texts in English. It works well on any kind of texts. If you are not sure about which sentiment analysis model to use, you can use this one. This model can be used for classifying tweets in English according to their sentiment i. This model classifies product reviews and opinions in English as positive or negative according to their sentiment.

This sentiment analysis classifier was trained with data from different hotel review sites to distinguish between good and bad reviews. This sentiment analysis classifier was trained with data from different restaurant review sites to distinguish between good and bad reviews. This sentiment analysis model was trained with data from different movie review sites to distinguish between good and bad reviews. This model was trained with tweets about airlines to identify between positive, neutral, and negative tweets.

There is a sentiment analysis tutorial for almost everyone: coders, non-coders, marketers, data analysts, support agents, salespeople, you name it. For those that feel comfortable around code and APIs, you can quickly find all kinds of step-by-step guides and resources. Python is the most common programming language for tutorials about data analysis, machine learning, and NLP including sentiment analysis but R is quickly catching up, especially with tutorials that aim at data scientists and statisticians.

This video tutorial provides a step-by-step guide on how to use Python to analyze the top subreddits by the sentiment of their comments. It starts by explaining how to use Beautiful Soup , one of the most popular Python libraries for web scraping, in order to pull data out of web pages. Once he gets the names of the subreddits, he uses the Praw library to interact with the Reddit API and extract the comments from these subreddits.

Finally, the author explains how to use TextBlob to perform sentiment analysis on the extracted comments. We can turn to online reviews in order to answer some top-of-mind questions. But, when there are thousands of reviews out there, it can be tough to sort through all this feedback and get the insights we're looking for.

There is simply too much feedback to process manually. With this in mind, this step-by-step guide provides an example of how you might use the MonkeyLearn to conduct a seamless sentiment analysis using R of product reviews. It analyzes a few thousand reviews of Slack on the product review site Capterra and get some great insights from the data. Kaggle is a great resource for all kinds of tutorials related to data science. On this useful tutorial by Rachael Tatman, you can learn how to use R for doing sentiment analysis.

The goal is to analyze the State of the Union, the annual message by the President of the United States to the Congress. This message is an opportunity for the president to inform the US citizens and the world on how the government is doing regarding issues that are important to the US. The weapons of choice on this tutorial are the Tidytext package for using a sentiment lexicon and ggplot2 package for creating the different visualizations of our analysis. As a first step, the author proceeds to tokenize the data, which basically means taking the text from the speeches and breaking it up into its individual words.

Then, he compares these tokens against a list of words with associated positive or negative sentiments a sentiment lexicon and creates some visualizations using the ggplot package. At the end of the tutorial, the author provides some exercises that are useful to get some additional practice and a deeper understanding of sentiment analysis. If you are a Python coder and you want to learn how to train your first text classifier for sentiment analysis, this is a great step-by-step guide.

To get started, the author explains how to extract a list of features from a predefined set of positive and negative tweets. These features are a set of distinctive words that can be used to represent each tweet and are a key part of training a classifier. Finally, he proceeds to train a Naive Bayes classifier, a simple but powerful algorithm that works particularly well with natural language processing problems.

Once it has trained a classifier, the author proceeds to explain how to use this model to classify a new incoming tweet. If you are looking for a more advanced tutorial on sentiment analysis using R, then this tutorial is for you. The author starts by analyzing basic information such as the lexical diversity of Prince lyrics.

Once it has the sentiment, it explores the lyrics sentiment over the years and provides a practical explanation on how bigrams affect sentiment. This tutorial requires some basic understanding of tidy data since it uses dplyr for data transformation and ggplot2 for visualizations.

Scikit-learn is a simple and efficient tool for data analysis most often used for data classification, regression, and clustering. If you are serious about learning about data analysis and machine learning, this tutorial will help you get started with scikit-learn. It explain how to train a logistic regression model for sentiment analysis. It starts by showing how to properly set up our environment, including jupyter notebook, an application that allows rapid prototyping and sharing of data-related projects.

Afterwards, the author proceeds to explain how to prepare and vectorize our data with scikit-learn. Finally, it trains a linear classifier and shows how to evaluate the model and calculate the accuracy of the model. Although open-source frameworks are great because of their flexibility, sometimes it can be a hassle to use them if you don't have experience in machine learning or NLP.

Most open-source frameworks don't have pre-trained models that you can use right away; you'll have to train one from scratch. Also, you will need to build the proper infrastructure for training and deploying the machine learning models model. You'll start using sentiment analysis right away with a pre-built model with six lines of code. Then, you'll get to train your own custom model for sentiment analysis using MonkeyLearn easy-to-use UI.

Until recently, sentiment analysis was a niche technology only accessible to technical people with coding skills and background in machine learning. This is no longer the case thanks to the rise of a variety of tools that can be leveraged to get the data and run sentiment analysis models. The following are some tutorials that can help you get started with sentiment analysis without a single line of code. While we all know how to crunch numbers with Excel functions, analyzing text in spreadsheets is still a hard and manual process. It takes a lot of time to make sense of the text data to create reports and analyze trends.

But luckily, there's a better way. Instead of spending hours going through each row, analyzing each text manually, you can use sentiment analysis with Excel to save time and get more done. In just 2 simple steps you can incorporate sentiment analysis right into your Excel spreadsheets. First, you need to select a sentiment analysis model. You can either use a pre-trained model for sentiment analysis or create your own model with your own data and criteria.

Frameworks for Policy Analysis: Merging Text and Context - Raul Lejano - Google Livros

Then, you just need to upload your Excel file to run the sentiment analysis with the selected model. MonkeyLearn will return a new Excel file with the original data plus two new columns: one with the sentiment analysis result and another one with the confidence of the result.

Are you interested in doing sentiment analysis of tweets? Getting the sentiment of your emails?