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What is Sentiment Analysis in NLP?

  • Yashoda Gandhi
  • Dec 23, 2021
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Natural language processing has been researched for over 50 years and sprang from the field of linguistics as computers became more common.


In NLP, computational linguistics—rule-based human language modeling—is integrated with statistical, machine learning, and deep learning models. When these technologies are combined, computers can analyze human language in the form of text or audio data and 'understand' the complete content of the message, including the speaker's or writer's intent and mood.


Sentiment analysis is one of the most used applications of NLP. It identifies and extracts views using spoken or written language. Opinion mining is another name for it. 


This analysis aids in identifying the emotional tone, polarity of the remark, and the subject. Natural language processing, like machine learning, is a branch of AI that enables computers to understand, interpret, and alter human language.



Sentiment Analysis


Sentiment analysis is a type of text mining that discovers and extracts subjective information from the source material, allowing a business to better understand the social sentiment surrounding its brand, product, or service while monitoring online conversations.


Typically, social media stream analysis is limited to simple sentiment analysis and count-based indicators. As a result of recent advances in deep learning algorithms' capacity to analyze text has substantially improved. When employed imaginatively, advanced artificial intelligence algorithms may be a useful tool for doing in-depth research.


The method of identifying positive or negative sentiment in the text is known as sentiment analysis. Businesses frequently utilize it to identify sentiment in social data, assess brand reputation, and gain a better understanding of their consumers.


A sentiment analysis system for text analysis uses natural language processing (NLP) and machine learning techniques to offer weighted sentiment evaluations to entities, topics, themes, and categories inside a sentence or phrase.



Applications of sentiment analysis


  • Brand monitoring


The thing that a brand offers does not define it. It depends on how you use internet marketing, social media campaigns, content marketing, and customer service to establish a brand. 


One of the most essential purposes of sentiment analysis is to get a complete 360-degree perspective of how your consumers perceive your product, organization, or brand. 


Not only that, but you can rely on machine learning to see trends and predict results, allowing you to remain ahead of the game and shift from reactive to proactive mode.



  • Customer feedback


Sentiment analysis may also be utilized to derive insights from the vast amounts of consumer input accessible (online reviews, social media, and surveys) while saving hundreds of hours of staff work.


Sentiment analysis may identify sarcasm, interpret popular chat acronyms (LOL, ROFL, etc.), and correct for frequent errors like misused and misspelled words, among other things.



  • Business intelligence build-up


In today's corporate world, digital marketing is extremely important. The comments and reviews of the goods are frequently displayed on social media. It is much easier to evaluate your client retention rate when you have access to sentiment data about your firm and new items.


Sentiment analysis may help you figure out how well your product is doing and what else you need to do to boost sales. You may also look at the replies your rivals have given. You can improve your game based on the responses you've received.



  • Product  Analysis


Discover what the public is saying about a new product just after its sale, or examine years of comments you may not have seen before. You may train sentiment analysis models to obtain exactly the information you need by searching terms for a certain product attribute (interface, UX, functionality).


Find out how your target audience perceives a product. Which aspects of your product require improvement? Sentiment analysis outperforms humans because AI does not modify its results and is not subjective.



  • Customer feedback


The client wants their interactions with businesses to be intuitive, personal, and immediate. As a result, service providers prioritize urgent calls in order to handle consumers' complaints and retain their brand value.


Customer service firms frequently employ sentiment analysis to automatically categorize their users' incoming calls as "urgent" or "not urgent." 


Understanding consumers' feelings have become more important than ever before as the customer service industry has grown increasingly automated through the use of machine learning. As a result, businesses are turning to NLP-based chatbots.



Use of Sentiment Analysis in NLP


People frequently see mood (positive or negative) as the most important value of the comments expressed on social media. In actuality, emotions give a more comprehensive collection of data that influences customer decisions and, in some situations, even dictates them.


As a result, Natural Language Processing for emotion-based sentiment analysis is incredibly beneficial. Organizations may analyze consumer emotions and respond appropriately using NLP for speech analysis paired with a sophisticated social media monitoring strategy to enhance customer experience, swiftly handle customer complaints, and shift their market position.


Different sorts of businesses are using Natural Language Processing for sentiment analysis to extract information from social data and recognize the influence of social media on brands and goods.


Sentiment Analysis is a branch of natural language processing that attempts to recognize and extract opinions from a given text in a variety of formats, including blogs, reviews, social media, forums, and news. 


Using NLP and open source technologies, Sentiment Analysis can help turn all of this unstructured text into structured data. Twitter, for example, is a rich trove of feelings, with individuals expressing their responses and opinions on virtually every issue imaginable.


ML/AI is gaining traction as people become more reliant on computers to communicate and do activities. NLP will become more advanced as AI and augmented analytics get more sophisticated.


Here are some NLP examples for sentiment analytics:


  • Search results


Search engines employ natural language processing (NLP) to surface relevant results based on similar search patterns or user intent, allowing anybody to find what they're searching for without needing to be a search-term wizard.


Someone may enter in a flight number to receive flight status, a ticker symbol to get stock information, or a math problem to get a calculator from Google. 


You may notice some variations after you conclude a search since NLP in search matches the confusing inquiry with a related item and provides useful results.


  • Language translations


Many languages do not allow for direct translation and have differing sentence structure ordering, which translation systems previously ignored. They've come a long way, though. Online translators can use NLP to better precisely translate languages and offer grammatically correct results.


This is extremely useful when communicating with someone who speaks a different language. Furthermore, while translating from another language to your own, tools now identify and translate the language depending on the supplied text. (source)


  • Email filters


Email filtering is one of the most basic and early uses of NLP online. It all started with spam filters, which looked for certain terms or phrases that indicated a spam message. Filtering, like early NLP adaptations, has improved.  


One of the most frequent, newer uses of NLP is Gmail's email classification. The system evaluates whether emails fall into one of three groups based on their content (main, social, or promotional). This keeps your inbox manageable for all Gmail users, with just the most important, relevant emails that you need to read and respond to right away.  


(Must read: Major uses of NLP)

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