LECTURE 5

TEXT MINING, SENTIMENT ANALYSIS, AND SOCIAL ANALYTICS

 LEARNING OBJECTIVES

i. Describe text mining and understand the need for text mining
ii. Differentiate among text analytics, text mining and data mining
iii. Understand the different application areas for text mining
iv. Know the process of carrying out a text mining project
v. Appreciate the different methods to introduce structure to text-based data
vi. Describe sentiment analysis
vii. Develop familiarity with popular applications of sentiment analysis
viii. Learn the common methods for sentiment analysis
ix. Become familiar with speech analytics as it relates to sentiment analysis
x. Learn three facets of Web analytics—content, structure, and usage mining
xi. Know social analytics including social media and social network analyses
TEXT ANALYTICS AND TEXT MINING
• Text Analytics versus Text Mining
• Text Analytics =
• Information Retrieval +
• Information Extraction +
• Data Mining +
• Web Mining

or simply
• Text Analytics = Information Retrieval + Text Mining
 TEXT ANALYTICS AND TEXT MINING (
Figure1: Text Analytics, Related Application Areas, and Enabling Disciplines.
 TEXT MINING CONCEPTS

• 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
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.
 TEXT MINING CONCEPTS
• 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., Email)
• Spam filtering
• Email prioritization and categorization
• Automatic response generation
 TEXT MINING APPLICATION AREA
• Information extraction
• Topic tracking
• Summarization
• Categorization
• Clustering
• Concept linking
• Question answering
TEXT MINING TERMINOLOGY

• Unstructured or semistructured data

• Corpus (and corpora)
• Terms
• Concepts
• Stemming
• Stop words (and include words)
• Synonyms (and polysemes)
• Tokenizing
TEXT MINING TERMINOLOGY
• Term dictionary
• Word frequency
• Part-of-speech tagging
• Morphology
• Term-by-document matrix
• Occurrence matrix
• Singular value decomposition
• Latent semantic indexing
NATURAL LANGUAGE PROCESSING (NLP)
• Structuring a collection of text
• Old approach: bag-of-words
• New approach: natural language processing
• NLP 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
• 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?
NATURAL LANGUAGE PROCESSING (NLP)
• 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
 NATURAL LANGUAGE PROCESSING (NLP)
• 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
 N LP 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
TEXT MINING APPLICATIONS
• Marketing applications
• Enables better CRM
• Security applications
• ECHELON, OASIS
• Deception detection (…example coming up)
• Medicine and biology
• Literature-based gene identification (…)
• Academic applications
• Research stream analysis
TEXT MINING PROCESS
• A Context Diagram for Text Mining Process
TEXT MINING PROCESS (2 OF 7)
Figure2: The Three-Step/Task Text Mining Process.
TEXT MINING PROCESS
• Step 1: Establish the corpus
• Collect all relevant unstructured data
(e.g., textual documents, XML files, emails, 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)
TEXT MINING PROCESS
• Step 2: Create the Term–by–Document Matrix
 TEXT MINING PROCESS

• Step 2: Create the Term–by–Document Matrix (TDM) (Cont.)

• 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
 TEXT MINING PROCESS
• Step 2: Create the Term–by–Document Matrix (TDM) (Cont.)
• 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
TEXT MINING PROCESS
• 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 (…)
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 it application in CRM are especially
noteworthy (which related to customers/consumers’ opinions)
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
• … others
SENTIMENT ANALYSIS PROCESS
SENTIMENT ANALYSIS PROCESS
• Step 1 – Sentiment Detection
• Comes right after the he 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]
 SENTIMENT ANALYSIS PROCESS
• 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, and 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
P-N POLARITY AND S-O POLARITY
 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!
 WEB MINING
Web mining (or Web data mining) is the process of discovering intrinsic
relationships from Web data (textual, linkage, or usage)
WEB CONTENT/STRUCTURE MINING
• Mining the textual content on the Web
• Data collection via Web crawlers
• Web pages include hyperlinks
• Authoritative pages
• Hubs
• hyperlink-induced topic search (HITS) algorithm
 WEB USAGE MINING

• 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
 WEB USAGE MINING
• 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
• …
 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
STRUCTURE OF A TYPICAL INTERNET SEARCH
ENGINE
ANATOMY OF A SEARCH ENGINE
1. Development Cycle
• Web Crawler
• Document Indexer
2. Response Cycle
• Query Analyzer
• Document Matcher/Ranker
 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
TOP 10 MOST POPULAR SEARCH ENGINES
Rank Name Market share

1 Google 93.18
2 Bing 2.87% .
3 Yahoo! Search 1.12%.
4 Baidu 1.02
5 Yandex 0.52
6 DuckDuckGo 0.52%
7 Ask.com 0.31%
8 Naver 0.23

9 Aol.com 0.1%
10 Ecosia 0.05%
WEB USAGE MINING
(CLICKSTREAM ANALYSIS)
 WEB ANALYTICS METRICS

• 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?
WEB ANALYTICS METRICS

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
WEB ANALYTICS METRICS

Visitor Profiles Conversion Statistics

• Keywords • New visitors
• Content groupings • Returning visitors
• Geography • Leads
• Time of day • Sales/conversions
• Landing page profiles • Abandonment/exit rate
A SAMPLE WEB ANALYTICS DASHBOARD
SOCIAL ANALYTICS SOCIAL NETWORK ANALYSIS
• Social Network - social structure composed of individuals link
to each other
• Analysis of social dynamics
• Interdisciplinary field
• Social psychology
• Sociology
• Statistics
• Graph theory
SOCIAL ANALYTICS SOCIAL NETWORK ANALYSIS

• 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, …
SOCIAL ANALYTICS SOCIAL NETWORK ANALYSIS
METRICS
• Connections • Distribution
• Homophily • Bridge
• Multiplexity • Centrality

• Mutuality/reciprocity • Density
• Distance
• Network closure
• Structural holes
• Propinquity
• Segmentation
• Cliques and social circles
• Clustering coefficient
• Cohesion
 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
 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
HOW DO PEOPLE USE SOCIAL MEDIA?
• Different engagement levels
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
 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
END OF LECTURE 5
• Questions / Comments
• Reading Assignment: Technology Insight 7.1 Text Mining
Terminologies ( Pages 392-394)