Intelligent Database Systems Lab N.Y.U.S.T. I. M. Discovering Leaders from Community Actions Presenter : Wu, Jia-Hao Authors : Amit Goyal, Francesco Bonchi, Laks V. S. Lakshmanan CIKM (2009) 國立雲林科技大學 National Yunlin University of Science and Technology

Intelligent Database Systems Lab N.Y.U.S.T. I. M. 2 Outline Motivation Objective Methodology Experiments Conclusion Personal Comments

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Motivation We have some interactions with you and me in the internet actives that can be a social networks.  like rating songs as in Yahoo! Music or Yahoo! Movies or users burying gadgets such as cameras, handhelds… Buy Write I want to buy.

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Objective The authors want to find the leaders and tribe leaders from the social networks and action log. Buy Write Leader Actions log Tribe Leader Buy Actions log

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Objective (Cont.) The authors want to find the leaders and tribe leaders from the social networks and action log. Social networks Action log Propagation of action a Propagation of action b

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Objective (Cont.) If we know that there are a small number of leaders who set the trend for various actions.  Targeting them for adoption of new products could be profitable to the companies (Targeted advertising). Write

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Methodology Parameters  ： maximum propagation time threshold  ： number of the node in action α  ： a number of actions by the user u Leader Tribe Leader Propagation of action a Propagation of action b

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Methodology (Cont.) Leadership confidence Genuineness score of v Constraint 1. Constraint 2.

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Methodology (Cont.) – Computing Influence Matrix Lock Bit Vector S T VWR NodeInfVec STVWR R S T W V R ST W V RWVTS R11111 W01100 V00100 T01110 S01101

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Methodology (Cont.) – Propagate Lock Bit Vector S T VWR R ST W V P S T P VWR P R OR R

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Methodology (Cont.) – Update R ST W V P Q NodeInfVec STVWR R S T W V Lock Bit Vector S T VWR SQT P VWR P NodeInfVec STPVWR R S W OR

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Methodology (Cont.) - Computing Leaders Genuineness Leaders Tribe Leader

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Experiments

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Experiments (Cont.)

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Experiments (Cont.)

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Conclusion The authors purpose notions of leaders and tribe leaders together with possible additional properties such as confidence and genuineness. Use the two key operations – update and propagate to search the changes of social network graph. The result is the first proposal of a framework based on frequent pattern mining for discovering leaders in social networks.

Intelligent Database Systems Lab N.Y.U.S.T. I. M. Comments Advantage  An interest research about the community actions. Drawback  There have some parameters in algorithms and paper. Application  Viral Marketing.