New techniques and framework for sentiment analysis and tuning of CRM structure in the context of Arabic language

A thesis submitted to the University of Bedfordshire in partial fulfilment of the requirements for the degree of Doctor of PhilosophyKnowing customers’ opinions regarding services received has always been important for businesses. It has been acknowledged that both Customer Experience Management (CEM) and Customer Relationship Management (CRM) can help companies take informed decisions to improve their performance in the decision-making process. However, real-word applications are not so straightforward. A company may face hard decisions over the differences between the opinions predicted by CRM and actual opinions collected in CEM via social media platforms. Until recently, how to integrate the unstructured feedback from CEM directly into CRM, especially for the Arabic language, was still an open question. Furthermore, an accurate labelling of unstructured feedback is essential for the quality of CEM. Finally, CRM needs to be tuned and revised based on the feedback from social media to realise its full potential. However, the tuning mechanism for CEM of different levels has not yet been clarified. Facing these challenges, in this thesis, key techniques and a framework are presented to integrate Arabic sentiment analysis into CRM. First, as text pre-processing and classification are considered crucial to sentiment classification, an investigation is carried out to find the optimal techniques for the pre-processing and classification of Arabic sentiment analysis. Recommendations for using sentiment analysis classification in MSA as well as Saudi dialects are proposed. Second, to deal with the complexities of the Arabic language and to help operators identify possible conflicts in their original labelling, this study proposes techniques to improve the labelling process of Arabic sentiment analysis with the introduction of neural classes and relabelling. Finally, a framework for adjusting CRM via CEM for both the structure of the CRM system (on the sentence level) and the inaccuracy of the criteria or weights employed in the CRM system (on the aspect level) are proposed. To ensure the robustness and the repeatability of the proposed techniques and framework, the results of the study are further validated with real-word applications from different domains

Visualising Arabic sentiments and association rules in financial text

Text mining methods involve various techniques, such as text categorization, summarisation, information retrieval, document clustering, topic detection, and concept extraction. In addition, because of the difficulties involved in text mining, visualisation techniques can play a paramount role in the analysis and pre-processing of textual data. This paper will present two novel frameworks for the classification and extraction of the association rules and the visualisation of financial Arabic text in order to realize both the general structure and the sentiment within an accumulated corpus. However, mining unstructured data with natural language processing (NLP) and machine learning techniques can be arduous, especially where the Arabic language is concerned, because of limited research in this area. The results show that our frameworks can readily classify Arabic tweets. Furthermore, they can handle many antecedent text association rules for the positive class and the negative class

Sentiment analysis of Arabic tweets in e-learning

In this study, we present the design and implementation of Arabic text classification in regard to university students' opinions through different algorithms such as Support Vector Machine (SVM) and Naive Bayes (NB). The aim of the study is to develop a framework to analyse Twitter "tweets" as having negative, positive or neutral sentiments in education or, in other words, to illustrate the relationship between the sentiments conveyed in Arabic tweets and the students' learning experiences at universities. Two experiments were carried out, one using negative and positive classes only and the other one with a neutral class. The results show that in Arabic, a sentiments SVM with an n-gram feature achieved higher accuracy than NB both with using negative and positive classes only and with the neutral class

Tuning of Customer Relationship Management (CRM) via Customer Experience Management (CEM) using sentiment analysis on aspects level

This study proposes a framework that combines a supervised machine learning and a semantic orientation approach to tune Customer Relationship Management (CRM) via Customer Experience Management (CEM). The framework extracts data from social media first and then integrates CRM and CEM by tuning and optimising CRM to reflect the needs and expectations of users on social media. In other words, in order to reduce the gap between the users' predicted opinions in CRM and their opinions on social media, the existing data from CEM will be applied to determine the similar behavioural patterns of customers towards similar outcomes within CRM. CRM data and extracted data from social media will be consolidated by the unsupervised data mining method (association). The framework will lead to a quantitative approach to uncover relationships between the extracted data from social media and the CRM data. The results show that changing some aspects of the e-learning criteria that were required by students in their social media posts can help to enhance the classification accuracy in the learning management system (LMS) data and to understand more students' studying statuses. Furthermore, the results show matching between students' opinions in CRM and CEM, especially in the negative and neutral classes

Techniques for improving the labelling process of sentiment analysis in the Saudi stock market

Sentiment analysis is utilised to assess users' feedback and comments. Recently, researchers have shown an increased interest in this topic due to the spread and expansion of social networks. Users' feedback and comments are written in unstructured formats, usually with informal language, which presents challenges for sentiment analysis. For the Arabic language, further challenges exist due to the complexity of the language and no sentiment lexicon is available. Therefore, labelling carried out by hand can lead to mislabelling and misclassification. Consequently, inaccurate classification creates the need to construct a relabelling process for Arabic documents to remove noise in labelling. The aim of this study is to improve the labelling process of the sentiment analysis. Two approaches were utilised. First, a neutral class was added to create a framework of reliable Twitter tweets with positive, negative, or neutral sentiments. The second approach was improving the labelling process by relabelling. In this study, the relabelling process applied to only seven random features (positive or negative): "earnings" (Arabic source), "losses" (Arabic source), "green colour" (Arabic source:Arabic source), "growing" (Arabic source), "distribution" (Arabic source), "decrease" (Arabic source), "financial penalty" (Arabic source), and "delay" (Arabic source). Of the 48 tweets documented and examined, 20 tweets were relabelled and the classification error was reduced by 1.34%

Identifying Mubasher software products through sentiment analysis of Arabic tweets

Social media has recently become a rich resource in mining user sentiments. In this paper, Twitter has been chosen as a platform for opinion mining in trading strategy with Mubasher products, which is a leading stock analysis software provider in the Gulf region. This experiment proposes a model for sentiment analysis of Saudi Arabic (standard and Arabian Gulf dialect) tweets to extract feedback from Mubasher products. A hybrid of natural language processing and machine learning approaches on building models are used to classify tweets according to their sentiment polarity into one of the classes positive, negative and neutral. Firstly, document's Pre-processing are explored on the dataset. Secondly, Naive Bayes and Support Vector Machines (SVMs) are applied with different feature selection schemes like TF-IDF (Term Frequency-Inverse Document Frequency) and BTO (Binary-Term Occurrence). Thirdly, the proposed model for sentiment analysis is expanded to obtain the results for N-Grams term of tokens. Finally, human has labelled the data and this may involve some mistakes in the labelling process. At this moment, neutral class with generalisation of our classification will take results to different classification accuracy

Analysis of the relationship between Saudi twitter posts and the Saudi stock market

Sentiment analysis has become the heart of social media research and many studies have been applied to obtain users' opinion in fields such as electronic commerce and trade, management and also regarding political figures. Social media has recently become a rich resource in mining user sentiments. Social opinion has been analysed using sentiment analysis and some studies show that sentiment analysis of news, documents, quarterly reports, and blogs can be used as part of trading strategies. In this paper, Twitter has been chosen as a platform for opinion mining in trading strategy with the Saudi stock market in order to carry out and illustrate the relationship between Saudi tweets (that is standard and Arabian Gulf dialects) and the Saudi market index. To the best of our knowledge, this is the first study performed on Saudi tweets and the Saudi stock market