Welcome!

@BigDataExpo Authors: Yeshim Deniz, Kevin Benedict, Jason Bloomberg, Elizabeth White, Pat Romanski

Related Topics: @BigDataExpo, Microsoft Cloud, Cognitive Computing , @CloudExpo, Apache, SDN Journal

@BigDataExpo: Article

Sentiment Analytics in SQL Server

Semantic search builds upon the existing full-text search feature in SQL Server,

Sentiment analytics is an emerging technology enabler for enterprises to extract the sentiments, opinions and emotions from their Big Data sources, so that enterprises can predict the potential acceptance of their products and offerings. This goes a long way in defining the success of the enterprise. As mentioned in my earlier posts it's always better to explore the extensions from the existing investments so that the enterprises get the best out of their existing investments. In this context the following notes throw some light on how sentiment analytics can be performed with SQL Server databases.

Semantic Search in SQL Server
Semantic search builds upon the existing full-text search feature in SQL Server, but enables new scenarios that extend beyond keyword searches. While full-text search lets you query the words in a document, semantic search lets you query the meaning of the document. Solutions that are now possible include automatic tag extraction, related content discovery, and hierarchical navigation across similar content.

There are two major functionalities that are part of Semantic Search Features, which can help when doing Sentiment Analytics.

  • Finding the key phrases in a document, ‘semantickeyphrasetable' TSQL procedure works on a table that consists of Text columns analyses them and returns the key phrases found in the specific text column. This function also returns a score, which specifics the statistical significance of the key phrase within the document.
  • Finding the key phrases that makes two documents similar or related to one another, ‘semanticsimilaritydetailstable' TSQL procedure works on a source text column and a matched text column on a table and returns all the key phrases that are common between the two documents mentioned.

With the above functions we can extract the key phrases within the documents as well as find the matching documents for a document of interest.

Mapping Semantic Search with Sentiment Analytics
The following table explains the typical attributes of sentiment analytics tool and how SQL Server with Semantic Search feature can be fit to that purpose.

Sentiment Analytics Requirement

SQL Server Feature Mapping

Natural Language Processing

The full text indexing options that enables semantic search accepts the language as a parameter. As per the documentation most of the languages like German, English, French, Italian, and Russian  are supported.

Text Analytics

The above mentioned options like the extraction of key phrases together with the Full Text Search features provides a solid building block for Text Analytics.

Storage & Indexing

Both the Full Text and Semantic Search indexes are supported with the storage optimization and flexibilities provided by SQL Server in the form of file group and data file placement.

Transformation

The sentiment analytics is not a one-stop process. With the building blocks provided by Semantic Search, multiple iterations of the key phrases and their relevance ranking needs to be transformed to get the results. SQL server options like SSIS and / or TSQL transformation procedures can play a vital role here.

Analytical Models

The process of classifying sentiments require complex algorithms like ‘Naïve Bayes' which have been already supported by SSAS (SQL Server Analysis Services). With the tight integration between SSAS and SQL Server utilizing these pre built algorithms in to sentiment analytics is quite possible.

Performance / Scalability / Big Data

While Sentiment Analytics can be done without Big Data, generally social media, click stream feeds and other unstructured data been the source for sentiment analytics. Technologies like Polybase which provides seamless integration between Hadoop HDFS stored data with SQL server tables will be an easier choice for sentiment analytics.

Also time consuming process like text extraction, indexing have been optimized using scale up capabilities of SQL Server core engine.

Summary
Utilizing sentiment analytics to promote their marketing campaigns and to improve the product offering will be a key project in most of organizations. With the growth of unconventional data sources the integration of text analytics is also an important aspect. While there are other choices, SQL Server with the integration of other supporting products mentioned above can be an effective choice for performing sentiment analytics.

More Stories By Srinivasan Sundara Rajan

Highly passionate about utilizing Digital Technologies to enable next generation enterprise. Believes in enterprise transformation through the Natives (Cloud Native & Mobile Native).

@BigDataExpo Stories
SYS-CON Events announced today that Dasher Technologies will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Dasher Technologies, Inc. ® is a premier IT solution provider that delivers expert technical resources along with trusted account executives to architect and deliver complete IT solutions and services to help our clients execute their goals, plans and objectives. Since 1999, we'v...
SYS-CON Events announced today that IBM has been named “Diamond Sponsor” of SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California.
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across business networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost as well as advance trade. Are you curious about how Blockchain is built for business? In her session at 21st Cloud Expo, René Bostic, Technical VP of the IBM Cloud Unit in North America, will discuss th...
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
SYS-CON Events announced today that Akvelon will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Akvelon is a business and technology consulting firm that specializes in applying cutting-edge technology to problems in fields as diverse as mobile technology, sports technology, finance, and healthcare.
SYS-CON Events announced today that Datera will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera offers a radically new approach to data management, where innovative software makes data infrastructure invisible, elastic and able to perform at the highest level. It eliminates hardware lock-in and gives IT organizations the choice to source x86 server nodes, with business model option...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, Cloud Expo and @ThingsExpo are two of the most important technology events of the year. Since its launch over eight years ago, Cloud Expo and @ThingsExpo have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, I provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading the...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
SYS-CON Events announced today that Elastifile will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Elastifile Cloud File System (ECFS) is software-defined data infrastructure designed for seamless and efficient management of dynamic workloads across heterogeneous environments. Elastifile provides the architecture needed to optimize your hybrid cloud environment, by facilitating efficient...
"We provide IoT solutions. We provide the most compatible solutions for many applications. Our solutions are industry agnostic and also protocol agnostic," explained Richard Han, Head of Sales and Marketing and Engineering at Systena America, in this SYS-CON.tv interview at @ThingsExpo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"Cloud computing is certainly changing how people consume storage, how they use it, and what they use it for. It's also making people rethink how they architect their environment," stated Brad Winett, Senior Technologist for DDN Storage, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
SYS-CON Events announced today that Golden Gate University will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Since 1901, non-profit Golden Gate University (GGU) has been helping adults achieve their professional goals by providing high quality, practice-based undergraduate and graduate educational programs in law, taxation, business and related professions. Many of its courses are taug...
Recently, IoT seems emerging as a solution vehicle for data analytics on real-world scenarios from setting a room temperature setting to predicting a component failure of an aircraft. Compared with developing an application or deploying a cloud service, is an IoT solution unique? If so, how? How does a typical IoT solution architecture consist? And what are the essential components and how are they relevant to each other? How does the security play out? What are the best practices in formulating...
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
Cloud adoption is often driven by a desire to increase efficiency, boost agility and save money. All too often, however, the reality involves unpredictable cost spikes and lack of oversight due to resource limitations. In his session at 20th Cloud Expo, Joe Kinsella, CTO and Founder of CloudHealth Technologies, tackled the question: “How do you build a fully optimized cloud?” He will examine: Why TCO is critical to achieving cloud success – and why attendees should be thinking holistically ab...
In his session at @ThingsExpo, Arvind Radhakrishnen discussed how IoT offers new business models in banking and financial services organizations with the capability to revolutionize products, payments, channels, business processes and asset management built on strong architectural foundation. The following topics were covered: How IoT stands to impact various business parameters including customer experience, cost and risk management within BFS organizations.
SYS-CON Events announced today that Cloud Academy named "Bronze Sponsor" of 21st International Cloud Expo which will take place October 31 - November 2, 2017 at the Santa Clara Convention Center in Santa Clara, CA. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud com...