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Ignite Sf Toby

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Ignite Sf Toby Ignite Sf Toby Presentation Transcript

  • Social Data Mining How the internet, machine-learning and statistics can help us better understand our culture Toby Segaran http://kiwitobes.com
  • Data-mining traditional uses
  • Explosion of social data
  • Personal Ads
  • The Analysis Five Cities W4M Personal Ads Which keywords best distinguish the cities?
  • Results New York Boston Chicago Mets Pink Cubs Lounges Sox Burbs Offense Poetry Bears Desires Intellectually Girlie Musical Punk Insecure Submissive Appreciation Cheat Create Exercise Importance Song Winter Blunt Oral Education Mouth
  • Results Los Angeles San Francisco Excellent Tee Vegas Employment Meaningful Picnic Star STD Lame Tasting Industry Hikes Heat French Fitness .com Entertainment Kayaking Latino Cycling
  • Blogs…
  • Multidimensional Scaling
  • Scaled blogspace
  • Decision Trees
  • Hot or Not?
  • Variance dividers 9 8 7 6 5 4 3 2 1 0 Northeast South Male Female Low Variance Split High Variance Split
  • Hotness tree
  • Houses in Cambridge, MA Bathrooms > 3 Zip: 02139? After 1903? Zip: 02140? Bedrooms > 4? Duplex? Triplex?
  • Newsgroup Discussion
  • Overlapping themes
  • Themes in a document
  • “Diet and body” themes Calories Weight Atkins Fats Induction Protein South Chocolate Cholesterol Beach Black Carbs Coffee Olive Gym Broccoli Weights Exercise Running Cook Injured Recipe Fried Home Money Organic Want Best
  • Social Data-mining Data keeps getting more interesting   Old tools, new insights  “Supervised” Decision Trees   Bayesian “Unsupervised”  Multidimensial Scaling   Theme Extraction