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Spam Analysis
      Ian Lurie
      @portentint
      ian@portent.com
MACHINE LEARNING
How hard can it be?



   Ian Lurie
   Portent, Inc
   @portentint
http://portent.co/machine-spam
      yes, this is right, no ‘m’
NERDOSITY




TIME
1: There’s gotta be a better way
2: How hard can it be?
3: Lessons learned
ONE: THESE ARE GOOD LINKS!!!!
try to relax...
Some of these are real
BUILD A   REALLY BIG SPREADSHEET.
GET ALL LINKS FROM
GOOGLE WEBMASTER TOOLS
OPENSITE EXPLORER
MAJESTIC SEO
URL
TITLE
ANCHOR TEXT
MAJESTIC TRUSTFLOW
MOZ DA AND PA
EVALUATE URLS

FREELINKSHERE.COM
ARTICLEFUNHOSTING.COM
GETYERGREATARTICLESHERE.COM
NEWJERSEYPRESSRELEASES.COM


           NO
EVALUATE TITLES

  BAD GRAMMAR
  JUST STUPID
  MAKES YOU ITCH

      NO
CONTACT
DISAVOW
So cute. so
harmless.
AFILTRATIONPROBLEM
500 LINKS: THE LOSERS ARE OBVIOUS
500,000 LINKS: YOU GET A MIGRAINE
A   KNOWLEDGEPROBLEM
Anchor	
  Text	
  Distribu1on	
  
Col	
  Von	
  Miseryburgen	
  

               Alp	
  d'	
  Huez	
  

            Sufferlandria	
  

   Grunter	
  von	
  Agony	
  

              Mithril	
  Shirt	
  

         The	
  Devil's	
  Den	
  

                John	
  Snow	
  

    Broad	
  Street	
  Pump	
  

                  GalacDca	
  

            Bagshot	
  Row	
  

       Li<le	
  Round	
  Top	
  

                    Pegasus	
  

 The	
  Lonely	
  Mountain	
  

                                       0	
     10000	
     20000	
        30000	
     40000	
     50000	
     60000	
     70000	
     80000	
     90000	
     100000	
  
BUT THESE ARE
GOOD LINKS!!!!
WE CAN’T READ GOOGLE’S MIND
MACHINE LEARNING
TWO: HOW HARD CAN IT BE?
MACHINE LEARNING
   IN 60 SECONDS
START WITH A
   QUESTION
START WITH A IS THIS PAGE
   QUESTION SPAM?
THE ANSWER IS A
CLASSIFICATION
+ TRAINING SET
    ALGORITHM
CLASSIFICATION
+ TRAINING SET
    ALGORITHM
CLASSIFICATION
+   TRAINING SET
      ALGORITHM
     PREDICTION
+ TRAINING SET   TEXT-BASED?
    ALGORITHM    SUPERVISED?
                 UNSUPERVISED?
CLASSIFICATION
+ TRAINING SET
    ALGORITHM    CORRECT?
CLASSIFICATION   OR MORONIC?
CLASSIFICATION
    = QUESTION
CLASSIFICATION
= SPAM? TRUE OR FALSE
TRAINING SET 1
 JUST WORDS
A home cooking blog featuring healthy low-glycemic recipes with
step-by-step photos, as well as cooking tips, vegetable gardening,
and products Kalyn loves. Mouse Trap (originally titled Mouse
Trap Game) is a board game first published by Ideal in 1963 for
two or more players. Over the course of the game, players at first.
A delicious and refreshing cherry pie and a story about making
friends of enemies :). Brady Bunch Punch drink recipe made with
Amaretto,Cranberry juice,Orange juice,Triple Sec,Vodka,. How to
make a Brady Bunch Punch with all the instructions and. A blog
about a foreigner's life in Japan, on a mountainside above Lake
Biwa. SEE the world's greatest collection of tattoo designs!
Sample FREE Downloads! Cutting Edge Art by Famous Tattoo
Artists! YOUR TATTOO DESIGN IS HERE!.
+   TRAINING SET
       BAYESIAN
            FAIL
+
TRAINING SET 2
WORDS INTO NUMBERS
who da
          nerd?!!! WHO DA
             NERD?!!!!!




+           TRAINING SET
    LOGISTIC REGRESSION
                    WIN
logistic regression
python
         nltk
scikit-learn
  mongodb
Flesch-Kincaid (FK)
      FK grade level
    FK reading ease
         word count
     sentence count
      syllable count
links/word
    MajesticSEO
  Page TrustFlow
Domain TrustFlow
 Unique c-blocks
THE TRAINING SET
             python
                 nltk
        scikit-learn
          mongodb
seogadget.co.uk
Is seogadget.co.uk spam?
       true = 1.93%
      false = 98.07%
THREE:
LESSONS LEARNED
ABOUT GOOGLE
IT’S ABOUT LINKS. NOT PAGES.

HREF=“HTTP://
GETYERLINKS
HEREFREE.COM
TRUST FLOW 71
        DA 97
        PA 47
LESSON 1: THERE IS NO SPAM
HOW LIKELY IS IT THAT THIS LINK,
FROM THIS PAGE, IN THE CONTEXT
OF ALL OTHER LINKS TO THIS SITE,
MIGHT SEEM SPAM-LIKE?
USEFUL
  INTERFLORA            CNN.COM


MANIPULATIVE              TRUSTWORTHY

   GODX.NET           DAILY SQUEE
               NOPE
LINKS FROM EDU SITES 45
LINKS FROM EDU SITES 45
2: DECLINING SPAM TOLERANCE
Percent	
  spam	
  links	
  
90%	
  
80%	
  
70%	
  
60%	
  
50%	
  
40%	
  
30%	
  
20%	
  
10%	
  
 0%	
  
THIS WAS
SPAM IN APRIL
THIS MAY BE
   SPAM NOW
http://www.cs.hiram.edu/
~oliphantlt/cpsc171/links.html
GOOGLE’S GETTING
GRUMPIER
CLEAN UP.
    NOW.
ABOUT MACHINE LEARNING
NEED A BIGGER TRAINING SET


TOO BIG.
USE WORDS, TOO
SPECIALIZE BY VERTICAL
ian wtf!!!!
MACHINE LEARNING
      IS GROWING
MACHINE LEARNING
IS BECOMING EASIER
GOOGLE PREDICTION API
               BIGML
    EXCEL DATASCOPE
                  ….?
How hard can it be?

       EASY TO UNDERSTAND
How hard can it be?

          SO UNDERSTAND IT
http://portent.co/machine-spam
      yes, this is right, no ‘m’
THE END.


  Ian Lurie
  Portent, Inc
  @portentint

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