Business Intelligence, Analytics, Data

Science, and AI
Fifth Edition

Chapter 6

Predictive Analytics II: Text, Roman numeral two:

Web, and Social Media

Analytics

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Learning Objectives (1 of 2)
6.1 Describe text mining and understand the need for text
mining
6.2 Differentiate among text analytics, text mining, and data
mining
6.3 Understand the different application areas for text mining
6.4 Know the process of carrying out a text mining project
6.5 Appreciate the different methods to introduce structure to
text-based data

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Learning Objectives (2 of 2)
6.6 Describe sentiment analysis
6.7 Develop familiarity with popular applications of
sentiment analysis
6.8 Learn the common methods for sentiment analysis
6.9 Understand the foundations of topic modeling and its
analytics techniques
6.10 Become familiar with social media analytics

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Opening Vignette (1 of 2)
• IBM Watson – How does it do it?

Figure 6.1 A High-Level Depiction of DeepQA Architecture

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Opening Vignette (2 of 2)
Discussion Questions for the Opening Vignette
1. What is Watson? What is special about it?
2. What technologies were used in building Watson (both
hardware and software)?
3. What are the innovative characteristics of Deep Q A
architecture that made Watson superior?
4. Why did IBM spend all that time and money to build Watson?
Where is the return on investment (ROI)?

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Text Analytics and Text Mining (1 of 2)
• Text Analytics versus Text Mining
• Text Analytics =
– Information Retrieval +
– Information Extraction +
– Data Mining +
– Web Mining
or simply
Text Analytics = Information Retrieval + Text Mining

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Text Analytics and Text Mining (2 of 2)
Figure 6.2 Text Analytics, Related Application Areas, and
Enabling Disciplines

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Text Mining Concepts (1 of 2)
• 85-90 percent of all corporate data is in some kind of
unstructured form (e.g., text)
• Unstructured corporate data is doubling in size every 18 months
• Tapping into these information sources is not an option, but a
need to stay competitive
• Answer: text mining
– A semi-automated process of extracting knowledge from
unstructured data sources
– a.k.a. text data mining or knowledge discovery in textual
databases

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Data Mining Versus Text Mining
• Both seek for novel and useful patterns
• Both are semi-automated processes
• Difference is the nature of the data:
– Structured versus unstructured data
– Structured data: in databases
– Unstructured data: Word documents, PDF files, text
excerpts, XML files, and so on
• To perform text mining – first, impose structure to the data,
then mine the structured data

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Text Mining Concepts (2 of 2)
• Benefits of text mining are obvious especially in text-rich data
environments
– e.g., law (court orders), academic research (research
articles), finance (quarterly reports), medicine (discharge
summaries), biology (molecular interactions), technology
(patent files), marketing (customer comments), etc.
• Electronic communization records (e.g., e-mail)
– Spam filtering
– E-mail prioritization and categorization
– Automatic response generation

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Text Mining Application Area
• Information extraction
• Topic tracking
• Summarization
• Categorization
• Clustering
• Concept linking
• Question answering

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Text Mining Terminology (1 of 2)
• Unstructured or semistructured data
• Corpus (and corpora)
• Terms
• Concepts
• Stemming
• Stop words (and include words)
• Synonyms (and polysemes)
• Tokenizing

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Text Mining Terminology (2 of 2)
• Term dictionary
• Word frequency
• Part-of-speech tagging
• Morphology
• Term-by-document matrix
– Occurrence matrix
• Singular value decomposition
– Latent semantic indexing

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Analytics In Action 6.1
Deliver Innovation by Understanding Customer
Sentiments

Discussion Questions:
• Describe the motivation behind this application case. Why
is it worthy of investigation and discussion?
• What were the potential solution options?
• What was the obtained results?
• Where else do you think sentiment analysis focused social
analytics can be applied? Justify the motivation behind
your choice?

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Natural Language Processing (NLP) (1 of 4)
• Structuring a collection of text
– Old approach: bag-of-words
– New approach: natural language processing
• NL P is …
– a very important concept in text mining
– a subfield of artificial intelligence and computational
linguistics
– the studies of "understanding" the natural human
language
• Syntax versus semantics-based text mining

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Natural Language Processing (NLP) (2 of 4)
• What is “Understanding”?
– Human understands, what about computers?
– Natural language is vague, context driven
– True understanding requires extensive knowledge of a
topic
– Can/will computers ever understand natural
language the same/accurate way we do?

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Natural Language Processing (NLP) (3 of 4)
• Challenges in NLP
– Part-of-speech tagging
– Text segmentation
– Word sense disambiguation
– Syntax ambiguity
– Imperfect or irregular input
– Speech acts
• Dream of AI community
– to have algorithms that are capable of automatically
reading and obtaining knowledge from text

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Natural Language Processing (NLP) (4 of 4)
• WordNet
– A laboriously hand-coded database of English words,
their definitions, sets of synonyms, and various
semantic relations between synonym sets
– A major resource for NLP
– Need automation to be completed
• Sentiment Analysis
– A technique used to detect favorable and unfavorable
opinions toward specific products and services
– SentiWordNet

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NLP Task Categories
• Question answering
• Automatic summarization
• Natural language generation & understanding
• Machine translation
• Foreign language reading & writing
• Speech recognition
• Text proofing, optical character recognition
• Optical character recognition

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Text Mining Applications
• Marketing applications
– Enables better CRM
• Security applications
– ECHELON, OASIS
– Deception detection (...)
• Medicine and biology
– Literature-based gene identification (...)
• Academic applications
– Research stream analysis

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Analytics In Action 6.2 (1 of 4)
Mining for Lies
• Deception detection
– A difficult problem
– If detection is limited to only text, then the problem is
even more difficult
• The study
– analyzed text-based testimonies of person of interests
at military bases
– used only text-based features (cues)

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Analytics In Action 6.2 (2 of 4)
Figure 6.3 Text-Based Deception-Detection Process

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Analytics In Action 6.2 (3 of 4)
Table 6.1 Categories and Examples of Linguistic Features
Used in Deception Detection

Category Example Cues

Quantity Verb count, noun-phrase count, etc.
Complexity Average number of clauses, average sentence length, etc.
Uncertainty Modifiers, modal verbs, etc.
Nonimmediacy Passive voice, objectification, etc.
Expressivity Emotiveness
Diversity Lexical diversity, redundancy, etc.
Informality Typographical error ratio
Specificity Spatiotemporal information, perceptual information, etc.
Affect Positive affect, negative affect, etc.

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Analytics In Action 6.2 (4 of 4)
• 371 usable statements are generated
• 31 features are used
• Different feature selection methods used
• 10-fold cross validation is used
• Results (overall % accuracy)

Logistic regression 67.28

71 point 6 0

Decision trees 71.60

Neural networks 73.46

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Text Mining Applications (Gene/Protein
Interaction Identification)

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Text Mining Process (1 of 7)
• A Context Diagram for Text Mining Process

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Text Mining Process (2 of 7)
Figure 5.6 The Three-Step/Task Text Mining Process

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Text Mining Process (3 of 7)
• Step 1: Establish the corpus
– Collect all relevant unstructured data (e.g., textual
documents, XML files, e-mails, Web pages, short
notes, voice recordings ...)
– Digitize, standardize the collection (e.g., all in ASCII
text files)
– Place the collection in a common place (e.g., in a flat
file, or in a directory as separate files)

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Text Mining Process (4 of 7)
• Step 2: Create the Term–by–Document Matrix

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Text Mining Process (5 of 7)
– Should all terms be included?
▪ Stop words, include words
▪ Synonyms, homonyms
▪ Stemming
– What is the best representation of the indices (values
in cells)?
▪ Row counts; binary frequencies; log frequencies;
▪ Inverse document frequency

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Text Mining Process (6 of 7)
– TDM is a sparse matrix. How can we reduce the
dimensionality of the TDM?
▪ Manual - a domain expert goes through it
▪ Eliminate terms with very few occurrences in very
few documents (?)
▪ Transform the matrix using singular value
decomposition (SVD)
▪ SVD is similar to principle component analysis

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Text Mining Process (7 of 7)
• Step 3: Extract patterns/knowledge
– Classification (text categorization)
– Clustering (natural groupings of text)
▪ Improve search recall
▪ Improve search precision
▪ Scatter/gather
▪ Query-specific clustering
– Association
– Trend Analysis (...)

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Analytics In Action 6.3 (1 of 4)
Research Literature Survey with Text Mining
• Mining the published IS literature
– MIS Quarterly (MISQ)
– Journal of MIS (JMIS)
– Information Systems Research (ISR)
• Covers 12-year period (1994-2005)
• 901 papers are included in the study
• Only the paper abstracts are used
• A final of 9 clusters are generated for further analysis

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Analytics In Action 6.3 (2 of 4)

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Analytics In Action 6.3 (3 of 4)

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Analytics In Action 6.3 (4 of 4)

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Sentiment Analysis
• Sentiment  belief, view, opinion, and conviction
• Sentiment analysis is trying to answer the question “What
do people feel about a certain topic?”
• By analyzing data related to opinions of many using a
variety of automated tools
• Used in variety of domains, but its applications in CRM are
especially noteworthy (which related to
customers/consumers’ opinions)

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Analytics In Action 6.4
Creating a Unique Digital Experience to Capture the
Moments That Matter at Wimbledon

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Sentiment Analysis Applications
• Voice of the customer (VOC)
• Voice of the Market (VOM)
• Voice of the Employee (VOE)
• Brand Management
• Financial Markets
• Politics
• Government Intelligence
• Many more …

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Sentiment Analysis Process (1 of 3)
• Supervised learning
– Manually labeling some
of the documents,
followed by classifying
the whole corpus using
the trained model
• Unsupervised learning
– Use of a sentiment
lexicon   
– See the steps in the
next few slides

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Sentiment Analysis Process (2 of 3)
• Step 1 – Sentiment Detection
– Comes right after the retrieval and preparation of the
text documents
– It is also called detection of objectivity
▪ Fact [= objectivity] versus Opinion [=
subjectivity]
• Step 2 – N-P Polarity Classification
– Given an opinionated piece of text, the goal is to
classify the opinion as falling under one of two
opposing sentiment polarities
▪ N [= negative] versus P [= positive]

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Sentiment Analysis Process (3 of 3)
• Step 3 – Target Identification
– The goal of this step is to accurately identify the target
of the expressed sentiment (e.g., a person, a product,
an event, etc.)
▪ Level of difficulty  the application domain
• Step 4 – Collection and Aggregation
– Once the sentiments of all text data points in the
document are identified and calculated, they are to be
aggregated
▪ Word  Statement  Paragraph 
Document

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P-N Polarity and S-O Polarity
Only subjective terms can have sentiment!
Sentiment can be
• Binary (true/false), or
• A numerical scale (e.g., −1 to +1

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Topic Modeling (1 of 3)
• Also known as “topic detection”
• Discover the topics (i.e., themes) in a give corpus
• Employes and unsupervised discovery process
• Often uses probabilistic ML algorithms
• General assumptions:
1. each document consists of a mix of topics, and
2. each topic consists of a collection of words/terms; the
topics are “hidden” or “latent” constructs in between
documents and words

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Topic Modeling (2 of 3)
• Several methods used in topic modeling
1. Simple clustering based on frequency of words in
documents using term-document matrix
2. Latent Semantic Indexing/Analysis (LSI/LSA) using
TF-IDF and Singular Value Decomposition (SVD)

3. Latent Dirichlet Allocation (LDA)

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Topic Modeling (3 of 3)
• LDA is among the most popular topic modeling techniques

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Web Mining Overview
• Web is the largest repository of data
• Data is in HTML, XML, text format
• Challenges (of processing Web data)
– The Web is too big for effective data mining
– The Web is too complex
– The Web is too dynamic
– The Web is not specific to a domain
– The Web has everything
• Opportunities and challenges are great!

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Web Mining
Web mining (or Web data mining) is the process of
discovering intrinsic relationships from Web data (textual,
linkage, or usage)

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Web Content/Structure Mining
• Web content and structure mining are the key ingredients
for modern search engines
• Web Content Mining
– Mining the textual content on the Web
– Data collection via Web crawlers or spiders
• Web Structure Mining
– Web pages include hyperlinks
– These links can be sued to identify:
▪ Authoritative pages and Hubs
▪ Hyperlink-induced topic search (HITS) algorithm

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Web Usage Mining (1 of 2)
• Extraction of information from data generated through
Web page visits and transactions
– data stored in server access logs, referrer logs, agent
logs, and client-side cookies
– user characteristics and usage profiles
– metadata, such as page attributes, content attributes,
and usage data
• Clickstream data
• Clickstream analysis

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Web Usage Mining (2 of 2)
• Web usage mining applications
– Determine the lifetime value of clients
– Design cross-marketing strategies across products.
– Evaluate promotional campaigns
– Target electronic ads and coupons at user groups
based on user access patterns
– Predict user behavior based on previously learned
rules and users' profiles
– Present dynamic information to users based on their
interests and profiles
–

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Search Engines
• Google, Bing, Yahoo, …
• For what reason do you use search engines?
• Search engine is a software program that searches for
documents (Internet sites or files) based on the keywords
(individual words, multi-word terms, or a complete
sentence) that users have provided that have to do with
the subject of their inquiry
• They are the workhorses of the Internet

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Structure of a Typical Internet Search
Engine
Figure 6.13 Structure of a Typical Internet Search Engine.
• Development Cycle - Web Crawler, Document Indexer
• Response Cycle - Query Analyzer, Document
Matcher/Ranker

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Search Engine Optimization
• It is the intentional activity of affecting the visibility of an e-
commerce site or a Web site in a search engine’s natural
(unpaid or organic) search results
• Part of an Internet marketing strategy
• Based on knowing how a Search Engine works
– Content, HTML, keywords, external links, …
• Indexing based on …
– Webmaster submission of URL
– Proactively and continuously crawling the Web

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Top 15 Most Popular Search Engines
(by eBizMBA, 2016 & 2022)
2016 2022
Estimated Unique
Rank Name Monthly Visitors 1. Google
1 Google 1,600,000,000

2 Bing 400,000,000
2. Microsoft Bing
3 Yahoo! Search 300,000,000 3. Yahoo
4 Ask 245,000,000

5 AOL Search 125,000,000

4. Baidu (only in China)
6 Wow 100,000,000
5. Yandex
7 WebCrawler 65,000,000

8 MyWebSearch 60,000,000 6. DuckDuckGo

9 Infospace 24,000,000

10 Info 13,500,000
7. Ask.com
11 DuckDuckGo 11,000,000 8. Ecosia
12 Contenko 10,500,000

13 Dogpile 7,500,000
9. Aol.com
14 Alhea 4,000,000 10. Internet Archive
15 ixQuick 1,000,000

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Web Usage Mining (Clickstream
Analysis)

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Web Analytics Metrics (1 of 3)
• Web site usability
– How were the visitors using my Web site?
• Traffic sources
– Where did they come from?
• Visitor profiles
– What do my visitors look like?
• Conversion statistics
– What does it all mean for the business?

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Web Analytics Metrics (2 of 3)
Web Site Usability Traffic Source
• Page views • Referral Web sites
• Time on site • Search engines
• Downloads • Direct
• Click map • Offline campaigns
• Click paths • Online campaigns

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Web Analytics Metrics (3 of 3)
Visitor Profiles Conversion Statistics
• Keywords • New visitors
• Content groupings • Returning visitors
• Geography • Leads
• Time of day • Sales/conversions
• Landing page profiles • Abandonment/exit rate

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A Sample Web Analytics Dashboard

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Social Analytics Social Network
Analysis (1 of 2)
• Social Network - social
structure composed of
individuals linking to each
other
• Analysis of social dynamics
• Interdisciplinary field
– Social psychology
– Sociology
– Statistics
– Graph theory

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Social Analytics Social Network
Analysis (2 of 2)
• Social Networks help study relationships between
individuals, groups, organizations, societies
– Self organizing
– Emergent
– Complex
• Typical social network types
– Communication networks, community networks,
criminal networks, innovation networks, …

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Analytics In Action 6.5
Increasing the Efficiency of Social Media Campaigns
Discussion Questions:
• What was the problem?
• What was the solution approach and alternatives?
• What were the results?
• Come up with your own use case for a social media
analytics, justify your selection, comment on expected
results and benefits?

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Social Analytics Social Network
Analysis Metrics
• Connections • Distribution
– Homophily – Bridge
– Multiplexity – Centrality
– Mutuality/reciprocity – Density
– Network closure – Distance
– Propinquity – Structural holes
• Segmentation
– Cliques and social
circles
– Clustering coefficient
– Cohesion
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Social Media Definitions and
Concepts
• Enabling technologies of social interactions among people
• Relies on enabling technologies of Web 2.0
• Takes on many different forms
– Internet forums, Web logs, social blogs, microblogging,
wikis, social networks, podcasts, pictures, video, and
product reviews
• Different types of social media
– Based on media research and social process

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Social Versus Industrial Media
• Web-based social media are different from
traditional/industrial media, such as newspapers,
television, and film
• Differentiating characteristics
– Quality
– Reach
– Frequency
– Accessibility
– Usability
– Immediacy
– Updatability

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How Do People Use Social Media?
• Different engagement levels

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Social Media Analytics
• It is the systematic and scientific ways to consume the
vast amount of content created by Web-based social
media outlets, tools, and techniques for the betterment of
an organization’s competitiveness
• Tools to measure social media impact:
– Descriptive analytics
– Social network analysis
– Advanced analytics

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Best Practices in Social Media
Analytics
• Think of measurement as a guidance system, not a rating
system
• Track the elusive sentiment
• Continuously improve the accuracy of text analysis
• Look at the ripple effect
• Look beyond the brand
• Identify your most powerful influencers
• Look closely at the accuracy of your analytic tool
• Incorporate social media intelligence into planning

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End of Chapter 6
• Questions/Comments

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