1. Textalytics: Meaning-as-a-Service
Real Time Semantic
Search for Social TV
streams
César de Pablo Sánchez
Daedalus
8/11 2013
Big Data Spain (Madrid)

4. The plot
1. What's Social TV?
2. Monitoring Social TV conversations. A
preliminary architecture
3. Understanding the buzz. Textalytics
4. Organizing the mess. SenseiDB
5. Lessons learned

5. Social TV
Second
Screen
Transmedia

6. Not just TV
Sports
Elections
Alerts

7. Big Data?
Volume
Velocity
Variety

8. Users?
Viewers
Channels
Brands

9. Viewers?
Keep
updated
Participate
Confirm
beliefs
Belong to
group
Influence
Vote

10. Viewers?
Keep
updated
Participate
Confirm
beliefs
Influence

11. Channels?
Understand
React
Measure

12. Channels?
Understand
React

13. Brands?
Select
programs
Reputation
Find
public

14. Brands?
Reputation
Find
public
Example from Bluefin Labs

15. Monitoring Social TV
conversations.
The architecture

16. Pull
gateway
pipeline
tracker
HTTP Stream
EPG

17. Understanding the buzz
Textalytics API

18. Text Classification
Sentiment
Analysis
Topics Extraction
Language
identification
User Demographics
Core API
Lemmatization,
POS and Parsing
Spell, Grammar and
Style
Semantic Linked
Data Viewer
Speeech
Recognition and
Speaker Diarization

19. Language identification
●
Given a text identify a language list - or just one
●
62 languages
●
Using language ngrams signatures
●
Social TV
●
●
Filter – TV hashtags often implies language
Sometimes hashtags are multilingual – but not
relevant for users

21. Text Classification
●
Theme labels – IPTC
●
Relevance
●
Multiple labels
●
Tailored for short text (tweets)
●
Define your own models and categories
●
Social TV – filter on topic content

22. Sentiment analysis
●
Document level classification
●
Positive/Negative/Neutral
●
Subjective/Objective
●
Tailored for short texts
●
●
Handles twitter jargon – RT, @, hashtags, emoticons,
spelling errors, disfluence
Other features
●
Entity level sentiment
●
Segment level sentiment

23. Topics Extraction
●
12 main types
●
Ontology with > 200 types
●
●
●
Instances – BBVA
➔
Ben Bernanke, Mariano Rajoy…
➔
➔
➔
●
populate custom dictionaries –
programs, celebrities, fictional
characters
relationship
Ubicaciones:
Londres, EE.UU., París…
Conceptos:
prima de riesgo, presidente del
Gobierno, intervención parlamentaria,
índice bursátil, situación económica…
SocialTV:
●
Entidades económicas:
Ibex35, Dax Xetra…
➔
●
Empresas, Organizaciones:
BBVA, Bankia, Goldman Sachs, Coca-Cola,
Reserva Federal…
Classes – bank
fictional/historic
Personas:
➔
Referencias de tiempo:
hoy, ayer, sobre las 11 de la mañana…
➔
Cantidades económicas:
104 dólares, 1 euro…

24. Entity Linking
●
Linking entities to their 'real' representation
●
Linking to several LOD sources

26. API
●
NLP and Semantics API
●
Multilingual: EN, ES (FR,IT,PT,CA)
●
REST Service : JSON and XML
●
Combine best of all worlds
●
Deep language analysis
●
Comprehensive resources: linguistics and Dbs
●
Ontology
●
Rule Based Method
●
Statistics and Machine Learning Methods

27. API
●
High level semantic API – close to bussines scenarios
API Análisis
Medios
…
Configuración y
Recursos
Lingüísticos
●
API Publicación
Semántica
Configuración y
Recursos
Lingüísticos
Configuración y
Recursos
Lingüísticos
Core API – building blocks
Topics
Classif.
Sentiment
POS
Linked Data

28. Organizing the mess.
SenseiDB

29. SenseiDB
●
●
Open source, distributed, realtime, semistructured database
From LinkedIn sna: powering Linkedin home and
LinkedIn signals
●
Integrates other open source technologies:
–
–
Bobo - faceted search
–
●
Zoie – lucene based search engine
Apache Kafka – pub-sub system
http://www.senseidb.com/

30. SenseiDB features
●
'Hybrid' Information Retrieval – Database
●
Full text search
●
Structured and faceted search
●
Fast real time updates with low latency and high troughput
– pull model
●
Single table/collection
●
BQL – a SQL like language
●
Eventual consistency
●
Distributed – sharding and partitioning
●
Hadoop integration

31. Faceted search
●
●
●
Amazon.com?
Identify relevant
attributes to use as
filters
Predefined facets
●
●
●
Define a table schema
Define fields as facets
– facet schema
Efficient - in memory

32. Faceted search in depth
●
Field types
●
●
●
Basic: string, int, short, long, float, double, char
Complex: date and text (analyzed, termvectors)
Facet types
●
Simple : 1 row – 1 value
●
Hierarchical – Path c>b>a
●
Range – define ranges
●
Multi : 1 row – n values
●
Histogram – define bins and their size
●
TimeRange – for real time data
●
Custom

33. Real time indexing
●
Data events – add and delete
●
Data streams – succession of data events
●
Gateways
●
Read data events from data streams
●
File
●
JDBC
●
JMS
●
Kafka
●
Custom: Twitter

34. BQL – search, filter and facets
●
●
●
●
Search – common boolean and phrase
operators
Filters – where contitions
Facets support basic analytics task defined on
facets
Relevance
●
Default – recency
●
Ad-hoc - may be defined in query

35. BQL Query Example on Tweets
SELECT *
WHERE hashtags in (“TopChef”)
BROWSE BY
hashtags, user_screen_name, urls

36. Tweet Query example

37. Query examples
SELECT *
WHERE QUERY IS "relaxing cup of coffee”

38. Query examples
SELECT *
WHERE QUERY IS "relaxing cup of coffee”
BROWSE by entities, sentiment

39. Query examples
SELECT *
WHERE QUERY IS "relaxing cup of coffee”
AND time IN LAST 2 hours
BROWSE by entities, sentiment

40. Using facets for semantic search
●
Define a facet for:
●
●
●
●
entities/concept → tweets about Chicote – include
all variants + user + hashtags
for each entity types → Navigate by type – Popular
people
classification/sentiment/emotions → Positive
tweets about Chicote
users or hashtags → popular users / popular
mentions / correlated hashtags

41. Architecture

42. Scalability
●
Zookeper to keep replicas
●
Low indexing latency (no batch commit)
●
Low search latency – even with indexing bursts
●
Horizontally scalable – shards
●
Shards may be replicated N times
●
Elastic – nodes can be added to accomodate
growth

43. Other features
●
Batch indexing via Hadoop – ETL
●
Simple analytics by batch indexing
●
Customized relevance models
●
MapReduce functions over facets
●
●
●
Sum, avg, min, max
DistinctCount
Activity values – volatile values – likes

44. Lessons learned

45. Conclusions
●
●
SenseiDB is fast at searching/indexing – no
variance
A couple nodes enough to handle Spanish
SocialTV volume
●
Love query language and time operators - BQL
●
Support real time exploration

46. Limitations
●
SenseiDB
●
●
Single table model – flat users and reputation
●
Tricks to store complex facets
●
●
Documentation is still scarce
Manageability
Social TV Tracker
●
●
Group and disambiguate entity mentions across
tweets
Relevance is tricky – ad hoc

47. Comparison
●
Solr
●
NearRT updates
–
●
●
●
●
ElasticSearch
●
Soft commits
Simple facets
●
Popular – great
tools
●
Storm, S4 ?
●
Batch/realtime
commits
On line facets
Aggregation after
facets
Much better plugin
system

48. Thanks and QA
@zdepablo
#bigdata #socialtv #2ndscreen
#nlp @textalytics