Investigating brand perception is fundamental to marketing strategies. In this regard, brand image, defined by a set of attributes (Aaker, 1997), is recognized as a key element in indicating how a brand is perceived by various stakeholders such as consumers and competitors. Traditional approaches (e.g., surveys) to monitor brand perceptions are time-consuming and inefficient. In the era of digital marketing, both brand managers and consumers engage with a vast amount of digital marketing content. The exponential growth of digital content has propelled the emergence of pre-trained language models such as BERT and GPT as essential tools in solving myriads of challenges with textual data. This paper seeks to investigate the extent of brand perceptions (i.e., brand and image attribute associations) these language models encode. We believe that any kind of bias for a brand and attribute pair may influence customer-centric downstream tasks such as recommender systems, sentiment analysis, and question-answering, e.g., suggesting a specific brand consistently when queried for innovative products. We use synthetic data and real-life data and report comparison results for five contextual LMs, viz. BERT, RoBERTa, DistilBERT, ALBERT and BART.

Domain-specific Neural Machine Translation (NMT) model can provide improved performance, however, it is difficult to always access a domain-specific parallel corpus. Iterative Back-Translation can be used for fine-tuning an NMT model for a domain even if only a monolingual domain corpus is available. The quality of synthetic parallel corpora in terms of closeness to in-domain sentences can play an important role in the performance of the translation model. Recent works have shown that filtering at different stages of the back translation and weighting the sentences can provide state-of-the-art performance. In comparison, in this work, we observe that a simpler filtering approach based on a domain classifier, applied only to the pseudo-training data can consistently perform better, providing performance gains of 1.40, 1.82 and 0.76 in terms of BLEU score for Medical, Law and IT in one direction, and 1.28, 1.60 and 1.60 in the other direction in low resource scenario over competitive baselines. In the high resource scenario, our approach is at par with competitive baselines.

We explore the ability of pre-trained language models BART, an encoder-decoder model, GPT2 and GPT-Neo, both decoder-only models for generating sentences from structured MR tags as input. We observe best results on several metrics for the YelpNLG and E2E datasets. Style based implicit tags such as emotion, sentiment, length etc., allows for controlled generation but it is typically not present in MR. We present an analysis on YelpNLG showing BART can express the content with stylistic variations in the structure of the sentence. Motivated with the results, we define a new task of emotional situation generation from various POS tags and emotion label values as MR using EmpatheticDialogues dataset and report a baseline. Encoder-Decoder attention analysis shows that BART learns different aspects in MR at various layers and heads.

We consider the task of automatically classifying the persuasion strategy employed by an utterance in a dialog. We base our work on the PERSUASION-FOR-GOOD dataset, which is composed of conversations between crowdworkers trying to convince each other to make donations to a charity. Currently, the best known performance on this dataset, for classification of persuader’s strategy, is not derived by employing pretrained language models like BERT. We observe that a straightforward fine-tuning of BERT does not provide significant performance gain. Nevertheless, nonuniformly sampling to account for the class imbalance and a cost function enforcing a hierarchical probabilistic structure on the classes provides an absolute improvement of 10.79% F1 over the previously reported results. On the same dataset, we replicate the framework for classifying the persuadee’s response.

Document-Level Machine Translation (MT) has become an active research area among the NLP community in recent years. Unlike sentence-level MT, which translates the sentences independently, document-level MT aims to utilize contextual information while translating a given source sentence. This paper demonstrates our submission (Team ID - DEEPNLP) to the Document-Level Translation task organized by WAT 2020. This task focuses on translating texts from a business dialog corpus while optionally utilizing the context present in the dialog. In our proposed approach, we utilize publicly available parallel corpus from different domains to train an open domain base NMT model. We then use monolingual target data to create filtered pseudo parallel data and employ Back-Translation to fine-tune the base model. This is further followed by fine-tuning on the domain-specific corpus. We also ensemble various models to improvise the translation performance. Our best models achieve a BLEU score of 26.59 and 22.83 in an unconstrained setting and 15.10 and 10.91 in the constrained settings for En->Ja & Ja->En direction, respectively.

We consider a task based on CVPR 2018 challenge dataset on advertisement (Ad) understanding. The task involves detecting the viewer’s interpretation of an Ad image captured as text. Recent results have shown that the embedded scene-text in the image holds a vital cue for this task. Motivated by this, we fine-tune the base BERT model for a sentence-pair classification task. Despite utilizing the scene-text as the only source of visual information, we could achieve a hit-or-miss accuracy of 84.95% on the challenge test data. To enable BERT to process other visual information, we append image captions to the scene-text. This achieves an accuracy of 89.69%, which is an improvement of 4.7%. This is the best reported result for this task.

Recent research on cross-lingual transfer show state-of-the-art results on benchmark datasets using pre-trained language representation models (PLRM) like BERT. These results are achieved with the traditional training approaches, such as Zero-shot with no data, Translate-train or Translate-test with machine translated data. In this work, we propose an approach of “Multilingual Co-training” (MCT) where we augment the expert annotated dataset in the source language (English) with the corresponding machine translations in the target languages (e.g. Arabic, Spanish) and fine-tune the PLRM jointly. We observe that the proposed approach provides consistent gains in the performance of BERT for multiple benchmark datasets (e.g. 1.0% gain on MLDocs, and 1.2% gain on XNLI over translate-train with BERT), while requiring a single model for multiple languages. We further consider a FAQ dataset where the available English test dataset is translated by experts into Arabic and Spanish. On such a dataset, we observe an average gain of 4.9% over all other cross-lingual transfer protocols with BERT. We further observe that domain-specific joint pre-training of the PLRM using HR policy documents in English along with the machine translations in the target languages, followed by the joint finetuning, provides a further improvement of 2.8% in average accuracy.