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Sentiment Analysis: Natural Language Processing (NLP) Customer Feedback

Sentiment analysis is a natural language processing technique used to determine whether textual data is positive, negative, or neutral. It is often used by businesses to analyze customer feedback and understand needs. There are different types of sentiment analysis including polarity analysis of positive vs negative sentiment, emotion detection to identify feelings, aspect-based analysis to determine sentiment towards specific topics, and multilingual analysis to process texts in different languages. Sentiment analysis is important for businesses to sort large amounts of customer data, identify issues in real-time, and apply consistent criteria to understand trends over time.

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54 views12 pages

Sentiment Analysis: Natural Language Processing (NLP) Customer Feedback

Sentiment analysis is a natural language processing technique used to determine whether textual data is positive, negative, or neutral. It is often used by businesses to analyze customer feedback and understand needs. There are different types of sentiment analysis including polarity analysis of positive vs negative sentiment, emotion detection to identify feelings, aspect-based analysis to determine sentiment towards specific topics, and multilingual analysis to process texts in different languages. Sentiment analysis is important for businesses to sort large amounts of customer data, identify issues in real-time, and apply consistent criteria to understand trends over time.

Uploaded by

sana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Sentiment analysis

Sentiment analysis (or opinion mining) is a natural language processing (NLP)


 technique used to determine whether data is positive, negative or neutral.
Sentiment analysis is often performed on textual data to help businesses
monitor brand and product sentiment in customer feedback, and understand
customer needs.
What Is Sentiment Analysis?

• Sentiment analysis is the process of detecting positive or negative


sentiment in text. It’s often used by businesses to detect sentiment in
social data, gauge brand reputation, and understand customers.
Types of Sentiment Analysis

• Sentiment analysis focuses on the polarity of a text (positive,


negative, neutral) but it also goes beyond polarity to detect specific
feelings and emotions (angry, happy, sad, etc), urgency (urgent, not
urgent) and even intentions (interested v. not interested).
• Depending on how you want to interpret customer feedback and
queries, you can define and tailor your categories to meet your
sentiment analysis needs. In the meantime, here are some of the
most popular types of sentiment analysis:
Graded Sentiment Analysis
• If polarity precision is important to your business, you might consider expanding your
polarity categories to include different levels of positive and negative:
• Very positive
• Positive
• Neutral
• Negative
• Very negative
This is usually referred to as graded or fine-grained sentiment analysis, and could be
used to interpret 5-star ratings in a review, for example:
• Very Positive = 5 stars
• Very Negative = 1 star
Emotion detection

• Emotion detection sentiment analysis allows you to go beyond


polarity to detect emotions, like happiness, frustration, anger, and
sadness.
• Many emotion detection systems use lexicons (i.e. lists of words and
the emotions they convey) or complex machine learning algorithms.
• One of the downsides of using lexicons is that people express
emotions in different ways. Some words that typically express anger,
like bad or kill (e.g. your product is so bad or your customer support is
killing me) might also express happiness (e.g. this is bad man or you
are killing it).
Aspect-based Sentiment Analysis

• Usually, when analyzing sentiments of texts you’ll want to know


which particular aspects or features people are mentioning in a
positive, neutral, or negative way.
• That's where aspect-based sentiment analysis can help, for example in
this product review: "The battery life of this camera is too short", an
aspect-based classifier would be able to determine that the sentence
expresses a negative opinion about the battery life of the product in
question.
Multilingual sentiment analysis

• Multilingual sentiment analysis can be difficult. It involves a lot of


preprocessing and resources. Most of these resources are available
online (e.g. sentiment lexicons), while others need to be created (e.g.
translated corpora or noise detection algorithms), but you’ll need to
know how to code to use them.
• Alternatively, you could detect language in texts automatically with a
language classifier, then train a custom sentiment analysis model to
classify texts in the language of your choice.
Why Is Sentiment Analysis Important?

• Since humans express their thoughts and feelings more openly than ever before,
sentiment analysis is fast becoming an essential tool to monitor and understand
sentiment in all types of data.
• Automatically analyzing customer feedback, such as opinions in survey responses and
social media conversations, allows brands to learn what makes customers happy or
frustrated, so that they can tailor products and services to meet their customers’ needs.
• For example, using sentiment analysis to automatically analyze 4,000+ 
open-ended responses in your customer satisfaction surveys could help you discover why
customers are happy or unhappy at each stage of the customer journey.
• Maybe you want to track brand sentiment so you can detect disgruntled customers
immediately and respond as soon as possible. Maybe you want to compare sentiment
from one quarter to the next to see if you need to take action. Then you could dig
deeper into your qualitative data to see why sentiment is falling or rising.
The overall benefits of sentiment analysis
include:
• Sorting Data at Scale
Can you imagine manually sorting through thousands of tweets,
customer support conversations, or surveys? There’s just too much
business data to process manually. Sentiment analysis helps
businesses process huge amounts of unstructured data in an efficient
and cost-effective way.
Real-Time Analysis

• Sentiment analysis can identify critical issues in real-time, for example


is a PR crisis on social media escalating? Is an angry customer about
to churn? Sentiment analysis models can help you immediately
identify these kinds of situations, so you can take action right away.
Consistent criteria

• It’s estimated that people only agree around 60-65% of the time when
determining the sentiment of a particular text. Tagging text by sentiment is highly
subjective, influenced by personal experiences, thoughts, and beliefs.
• By using a centralized sentiment analysis system, companies can apply the same
criteria to all of their data, helping them improve accuracy and gain better insights.
• The applications of sentiment analysis are endless. So, to help you understand how
sentiment analysis could benefit your business, let’s take a look at some examples
of texts that you could analyze using sentiment analysis.
• Then, we’ll jump into a real-world example of how Chewy, a pet supplies company,
was able to gain a much more nuanced (and useful!) understanding of their
reviews through the application of sentiment analysis.
Sentiment Analysis Examples

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