Page 66 - Flytxt

A MATTER OF OPINION - SENTIMENT

ANALYSIS FOR BUSINESSES

Social media has emerged as a popular sounding board for
customers to express their experiences with a brand. Keeping

a track of all customer’s emotions will help brands to better
understand their feedbacks and opinions. Businesses can leverage

NLP-powered sentiment analysis to gain actionable insights from
the unstructured data available from social media channels and

third party websites. And these insights in turn can drive effective
business decisions and strategies.

- Dr. Utpal Sikdar, Manager Data science R&D, Flytxt

ith the rise of the era of social for each aspect term is called aspect-
media, customers are based sentiment analysis (ABSA). ABSA

Walways connected and gives us customer opinions/sentiments
are empowered like never before. on different aspect of a product or a

They commend. They condemn. They service. Nowadays, researchers are giving
share feedbacks and opinions through more attention for each aspect terms’

social media channels in form of sentiment rather than focusing on overall
tweets, reviews, chats and comments. polarity (e.g. positive or negative). This

Enterprises realize value of capturing and type of analysis gives a relatively more
acting on this ‘voice of the customer’. nuanced overview of sentiments.

Sentiment analysis is a text analysis
process that uses Natural language

processing (NLP) to identify and analyze Digital savvy customers are
making use of social media
a given text in the document, sentence, channels and websites quite

or entity/phrase level collected from frequently to share their
various channels, according to the reviews and opinions on their

underlying tone of the expression. In experiences with brands.
simpler terms, using sentiment analysis, Brands are realizing the value

we can decide whether a document, a of capturing this ‘voice of the
sentence or an entity/phrase is having a customer’ to act on time for

tone that is positive, negative or neutral. better customer engagement
The entities/phrases are called aspect and experience.

terms and identifying the sentiment

66 INSIGHTZ - VOLUME 03, 2018