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P I A N O . I O
Text mining online médií
BiankaParmová
2Čo je topic modeling?
• Odhaľovanie skrytých tém vo
veľkom množstve textu
• Najpoužívanejšia metóda –
LDA (Latent Dirichlet
Allocation)
• Pravdepodobnostný model
• Založený na princípe „bag of
words”
• Jeden dokument môže
obsahovať viacero tém
3Topic modeling článkov sme.sk
• Vstupné dáta – 4043 článkov, 7048 kľúčových slov
• Určenie tém na základe kľúčových slov
• Cieľom je vyjadriť charakter článkov pomocou tém
ARTICLE_URL KEYWORDS
http://sport.sme.sk/c/7936725/barcelona-opat-neuspela-
nestacila-na-dalsi-anglicky-tim.html
Futbal, Chelsea, výhra, Barcelona, sumár
http://www.sme.sk/c/7912421/new-york-zaplati-rodine-
usmrteneho-afroamericana-59-miliona-dolarov.html?ref=trz
USA, New York, černoch, policajt,
uškrtenie, dohoda
http://www.sme.sk/c/7920071/meteorologovia-varuju-
pred-privalovymi-povodnami.html?ref=trz
SR, SHMÚ, výstrahy, búrky, povodne,
prívalové
4Topic modeling článkov sme.sk
• Čistenie dát – odstránenie vysoko a nízko frekventovaných
kľúčových slov
• Vstup do modelu LDA
• Zoznam všetkých kľúčových slov
• Matice s poradiami výskytu kľúčových slov v rámci všetkých článkov
• Počet hľadaných tém
• Parametre Dirichletovho rozdelenia – apriórne pravdepodobnosti α
(články vs. témy) a η (slová vs. témy)
Kľúčové
slovo Počet
sr 1416
eko 466
futbal 387
usa 282
grécko 270
hokej 185
... ...
zviera 1
zvislé 1
zvolenská 1
zvrat 1
zvršok 1
zvukový 1
5Topic modeling článkov sme.sk
grécko 0.1437
eko 0.1158
eú 0.0591
nemecko 0.0256
eurozóna 0.0233
referendum 0.0193
financie 0.0187
ekonomika 0.0176
banky 0.0176
reformy 0.0148
Slovo Váha
futbal 0.2585
el 0.0249
prestup 0.0235
usa 0.0207
anglicko 0.0207
hlas 0.0185
španielsko 0.0171
poľsko 0.0135
slovan 0.0128
sumár 0.0128
is 0.0591
sýria 0.0515
útok 0.0473
obete 0.0430
turecko 0.0380
usa 0.0211
mŕtvi 0.0203
útoky 0.0194
vojaci 0.0169
tunisko 0.0169
Slovo Váha Slovo Váha
6Topic modeling článkov sme.sk
7Topic modeling článkov sme.sk
8Segmentácia čitateľov sme.sk
Profily čitateľov
Téma Čitateľ 1 Čitateľ 2 Čitateľ 3
Ekonomika 0.0558 0.0878 0.0296
Migranti 0.0683 0.2504 0.0144
Zahraničné správy 0.0548 0.0878 0.0144
Policajné správy 0.0509 0.0084 0.1136
Hokej 0.0573 0.0084 0.2108
Blízky východ 0.0358 0.0878 0.0307
Futbal 0.0770 0.0084 0.1659
Politika SR 0.0360 0.0084 0.0307
Dopravné správy 0.0138 0.0084 0.0296
Cyklistika 0.1573 0.0888 0.1975
Školstvo 0.0393 0.0084 0.0612
Tenis 0.0645 0.0084 0.0270
Rusko, Ukrajina 0.0633 0.1697 0.0459
Krimi zahraničie 0.0599 0.0878 0.0144
EÚ 0.1659 0.0809 0.0144
• Údaje o návštevnosti sme.sk
• Zoznam článkov pre každého
lojálneho čitateľa
• Profily čitateľov pomocou
získaných tém
• Zhlukovanie – metóda
k-means
9Segmentácia čitateľov sme.sk
• Výsledok segmentácie
Otázky? :)
P I A N O . I O

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Topic Modeling

  • 1. P I A N O . I O Text mining online médií BiankaParmová
  • 2. 2Čo je topic modeling? • Odhaľovanie skrytých tém vo veľkom množstve textu • Najpoužívanejšia metóda – LDA (Latent Dirichlet Allocation) • Pravdepodobnostný model • Založený na princípe „bag of words” • Jeden dokument môže obsahovať viacero tém
  • 3. 3Topic modeling článkov sme.sk • Vstupné dáta – 4043 článkov, 7048 kľúčových slov • Určenie tém na základe kľúčových slov • Cieľom je vyjadriť charakter článkov pomocou tém ARTICLE_URL KEYWORDS http://sport.sme.sk/c/7936725/barcelona-opat-neuspela- nestacila-na-dalsi-anglicky-tim.html Futbal, Chelsea, výhra, Barcelona, sumár http://www.sme.sk/c/7912421/new-york-zaplati-rodine- usmrteneho-afroamericana-59-miliona-dolarov.html?ref=trz USA, New York, černoch, policajt, uškrtenie, dohoda http://www.sme.sk/c/7920071/meteorologovia-varuju- pred-privalovymi-povodnami.html?ref=trz SR, SHMÚ, výstrahy, búrky, povodne, prívalové
  • 4. 4Topic modeling článkov sme.sk • Čistenie dát – odstránenie vysoko a nízko frekventovaných kľúčových slov • Vstup do modelu LDA • Zoznam všetkých kľúčových slov • Matice s poradiami výskytu kľúčových slov v rámci všetkých článkov • Počet hľadaných tém • Parametre Dirichletovho rozdelenia – apriórne pravdepodobnosti α (články vs. témy) a η (slová vs. témy) Kľúčové slovo Počet sr 1416 eko 466 futbal 387 usa 282 grécko 270 hokej 185 ... ... zviera 1 zvislé 1 zvolenská 1 zvrat 1 zvršok 1 zvukový 1
  • 5. 5Topic modeling článkov sme.sk grécko 0.1437 eko 0.1158 eú 0.0591 nemecko 0.0256 eurozóna 0.0233 referendum 0.0193 financie 0.0187 ekonomika 0.0176 banky 0.0176 reformy 0.0148 Slovo Váha futbal 0.2585 el 0.0249 prestup 0.0235 usa 0.0207 anglicko 0.0207 hlas 0.0185 španielsko 0.0171 poľsko 0.0135 slovan 0.0128 sumár 0.0128 is 0.0591 sýria 0.0515 útok 0.0473 obete 0.0430 turecko 0.0380 usa 0.0211 mŕtvi 0.0203 útoky 0.0194 vojaci 0.0169 tunisko 0.0169 Slovo Váha Slovo Váha
  • 8. 8Segmentácia čitateľov sme.sk Profily čitateľov Téma Čitateľ 1 Čitateľ 2 Čitateľ 3 Ekonomika 0.0558 0.0878 0.0296 Migranti 0.0683 0.2504 0.0144 Zahraničné správy 0.0548 0.0878 0.0144 Policajné správy 0.0509 0.0084 0.1136 Hokej 0.0573 0.0084 0.2108 Blízky východ 0.0358 0.0878 0.0307 Futbal 0.0770 0.0084 0.1659 Politika SR 0.0360 0.0084 0.0307 Dopravné správy 0.0138 0.0084 0.0296 Cyklistika 0.1573 0.0888 0.1975 Školstvo 0.0393 0.0084 0.0612 Tenis 0.0645 0.0084 0.0270 Rusko, Ukrajina 0.0633 0.1697 0.0459 Krimi zahraničie 0.0599 0.0878 0.0144 EÚ 0.1659 0.0809 0.0144 • Údaje o návštevnosti sme.sk • Zoznam článkov pre každého lojálneho čitateľa • Profily čitateľov pomocou získaných tém • Zhlukovanie – metóda k-means
  • 9. 9Segmentácia čitateľov sme.sk • Výsledok segmentácie
  • 10. Otázky? :) P I A N O . I O