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Data Mining in Social Media By: Anthony Smith & Joey Fazzani Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection.

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Presentation on theme: "Data Mining in Social Media By: Anthony Smith & Joey Fazzani Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection."— Presentation transcript:

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2 Data Mining in Social Media By: Anthony Smith & Joey Fazzani Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

3 Objectives Things to learn; Sentiment analysis Use of algorithms Uses and benefits of mining social media Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

4 http://findicons.com/search/data-mining “Generally, data mining (sometimes called data or knowledge discovery) is the process of analysing data from different perspectives and summarizing it into useful information - information that can be used to increase revenue, cuts costs, or both.” What is Data Mining? http://www.anderson.ucla.edu/faculty/jason.frand/teacher/technologies/p alace/datamining.htm Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

5 http://www.417marketing.com/wp-content/uploads/2013/08/Social- Media.jpg Social media is digital content and interaction that is created by and between people. http://heidicohen.com/social-media-definition/ Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits What is Social Media?

6 Scale Interaction: Users Users Users Content http://www.reachsolutions.co.nz/services/social-media-marketing Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

7 Mining Social Media What data to extract? Enough to be meaningful Needs to be scoped Within system capability http://www.dundas.com/blog-post/the-perils-of-big-data/ http://www.hardcorehockey.co.uk/article/on-the-pitch/warm-up/warm-up- arm-swings Continuously Changing As data changes, ACT Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

8 Data Collection Twitter Unstructured Data Tweets: long string of text Author text of tweet Hashtag Etc. Break down into columns. Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

9 Data Collection(2) Enter Key words to search for Enter Duration IPhone, IOS Android Blackberry Welcome Objectives Data Mining Social Media Scale Growth Representation Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

10 Data Collection(3) Sentiment analysis Look in text field for Good Love, great, etc. Bad Hate, doubt, etc. “Love my new iPhone #happy” “Hate my new iPhone #broken” Welcome Objectives Data Mining Social Media Scale Growth Representation Summary Mining Social Media Apriori Algorithm K-Means Algorithm Uses and benefits Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Apriori Algorithm Uses and benefits Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

11 Data Collection(4) Wealth of information In 3 min = 398 tweets 398 * 20 = 7, 960 = 1 HOUR 7, 960 * 24 = 191, 040 DAY Could be GB, TB or PB of information Welcome Objectives Data Mining Social Media Scale Growth Representation Mining Social Media Apriori Algorithm K-Means Algorithm Uses and benefits http://www.youtube.com/watch?v=Jqq66INlQ0U Welcome Objectives Data Mining Social Media Scale Mining Social Media Apriori Algorithm Uses and benefits Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

12 The Apriori Algorithm Used to find Association Rules Especially significant in customer transactions Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits CustomerItems Bought 1A, D. F G 2B, C D, G 3D, H 4A, B, H D, F, G

13 The Apriori Algorithm With the data from the database Association rules Identifies which OS systems are mentioned with positive or negative comments most frequently. Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

14 The Apriori Algorithm http://en.wikipedia.org/wiki/Apriori_algorithm Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

15 Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits The Apriori Algorithm Database TweetKey Words in the tweet 1IOS, Iphone, Apple 2Android, IceCream, JellyBean 3IOS, IceCream, Android, Iphone, JellyBean 4Amdroid, JellyBean C1 KeywordFrequency IOS2 IceCream3 Iphone3 Apple1 JellyBean3 L1 KeywordFrequency IOS2 IceCream3 Iphone3 JellyBean3 Scan Database Drop anything Under 0.5

16 Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits The Apriori Algorithm L1 KeywordFrequency IOS2 IceCream3 Iphone3 JellyBean3 C2 InstancesFrequency [IOS, IceCream]1 [IOS, Iphone]2 [IOS JellyBean]1 [IceCream, Iphone]2 [IceCream, JellyBean]3 [Iphone, JellyBean]2 C3 InstancesFrequency IOS, Iphone2 IceCream, Iphone2 IceCream, JellyBean3 Iphone, JellyBean2

17 The Apriori Algorithm IPhone is good Android is bad antecedent consequent “IPhone is good” XY Relationship XY Introduction Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

18 The K-means Algorithm K-means consumer clustering we can decipher The most popular OS within clusters What users are more likely to continue using given OS and which are likely to change. Collect data that can infer marketing decisions Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

19 The K-means Algorithm http://www.imore.com/sites/imore.com/files/styles/large/public/field/im age/2013/09/pink_iphone5c.png?itok=WuLq66WY Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits Nergis Yılmaz and Gülfem Işıklar Alptekin http://www.iaeng.org/publication/WCE2013/WCE2013_pp1611-1616.pdf Article

20 Uses and benefits within Social Media Useful for finding customer groups that share interests. Marketing campaigns can be altered to target specific areas to generate revenue to meet consumer needs. Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits

21 What we’ve learnt today Sentiment analysis Apriori algorithm Uses and benefits of mining social media Welcome Objectives Data Mining Social Media Scale Summary Mining Social Media Data Collection Apriori Algorithm K-Means Algorithm Uses and benefits


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