Mining the Social Web for Fun & Profit Within Your Organization

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In this talk, Matthew Russell explores why it is imperative for organizations and companies to leverage social media and how they can do it. In today's world of massive, rapidly evolving data streams, it is very challenging to sift through the data and extract the hidden nuggets of critical business intelligence. With advances in machine learning and natural language processing, decision makers can now look at all of their data and see what's really important. Matthew presents examples of how companies like Digital Reasoning are using social media to answer questions like:
Who know whom, and what friends do they have in common?
How frequently are certain people communicating with one another?
Who are the quietest/chattiest people in a network?
Who are the most influential/popular people in a network?
What are people chatting about (and is it interesting)?

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Mining the Social Web for Fun & Profit Within Your Organization

  1. 1. 1! Mining the Social Web for Fun & Profit Within Your Organization " Prepared for Nashville Technology Breakfast (Lipscomb University Spark Center)! April 8, 2014! Matthew A. Russell (Chief Technology Officer @ Digital Reasoning)! Twitter: @ptwobrussell & @dreasoning! !
  2. 2. 2! Get these slides @! Slideshare.net/dreasoning!
  3. 3. Overview! •  Intro •  Mining the Social Web •  “Know thy data…” •  “…and know thyself.” •  Q&A 3!
  4. 4. INTRO! 4!
  5. 5. Hello, My Name Is ... Matthew! •  Background in Computer Science •  Data mining, AI, machine learning, etc. •  CTO @ Digital Reasoning Systems •  Moving toward cognitive computing •  Author •  5 published books on technology (just for fun) •  CrossFit, triathlon, Bikram hot yoga •  Stress management 5!
  6. 6. 6   Engineered to reveal critically important information, regardless of the data set size or type, while delivering true analytics based on machine learning: designed to adapt to changing data, behaviors, relationships and risks Making Human Communication " Viable for Data Science! 6!
  7. 7. The only easy day was yesterday. -- Motto of the U.S. Navy SEALs 7!
  8. 8. It pays to be a winner. -- Motto of the U.S. Navy SEALs 8!
  9. 9. Mining the Social Web! 9!
  10. 10. Data Exhaust => Digital Fingerprints! •  World population: ~7B people •  Facebook: 1.15B users •  Twitter: 500M users •  Google+ 343M users •  LinkedIn: 238M users •  ~200M+ blogs (conservative estimate) 10!
  11. 11. •  An interactive learning platform •  An open source project •  A (rewritten) book •  http://MiningTheSocialWeb.com Transforming Curiosity Into Insight! 11!
  12. 12. "Know thy data..."! 12!
  13. 13. If we have data, let’s look at data. If we have opinions, let’s go with mine. --Jim Barksdale 13!
  14. 14. In God we trust. All others must bring data. --W. Edwards Deming 14!
  15. 15. Communication => Data! •  Communication •  Senders •  humans & machines •  Messages •  natural language, images, videos, etc. •  Recipients •  humans & machines 15!
  16. 16. Data Alchemy! •  Data: Documents & document fragments (text messages, etc.) •  Information: "Assertions", summaries, tags, etc. •  Knowledge: Aggregated, query-able information •  Wisdom: “Compressed” knowledge •  Gold: Money 16!
  17. 17. Social Media Strategy v1! •  Spread marketing messages •  Find new customers •  Implement proactive customer service •  Keep existing customers •  Follow Best Practices •  Keep messages relevant and regular •  Know the best times of day to tweet, post, etc. •  Include photos as often as possible 17!
  18. 18. Social Media Strategy v2! •  Data Mining Processes •  Really understand your team, customers, and competitors •  Proactively recruit (and retain) employees •  Reward your “most valuable customers” •  Intelligent recommendations with targeted ads (offline ó online) •  “Big Understanding” 18!
  19. 19. Data Mining = Curiosity + Stats! •  Curiosity •  Interests, desires, and intuitions •  Statistics •  Counting, comparing, filtering, and ranking •  How to do it •  Blindly interrogate your data •  How to do it well •  Thoughtfully interrogate the right data 19!
  20. 20. Machine Learning! •  A program that learns (improves) from experience (data) according to some objective •  Supervised learning •  Unsupervised learning •  Reinforcement learning •  How to do it •  Program mathematical models that leverage data and hope for the best... •  How to do it well •  Program state-of-the-art mathematical models with sufficient representative data 20!
  21. 21. co-ref co-reference co-reference Co-reference co-reference address business Phone number *2012-08-23 *40.002498,-75.118033 Introducing Synthesys " (Think: Structuring Unstructured Data)! Person 1: Mathew Russell Person 2: Robert Metcalf Type: Meeting Location: 730 Cool Springs Blvd, Suite 100 Franklin, TN 37207 Date: Aug. 23, 2012* Time: Unknown Event Details   Associated Entities Temporal Reasoning Geospatial Reasoning Complex Event Detection Entities Related to Concept Colleagues 21!
  22. 22. Any sufficiently advanced technology is indistinguishable from magic. --Arthur C. Clarke 22!
  23. 23. Knowledge is a process of piling up facts; wisdom lies in their simplification. --Martin Fischer 23!
  24. 24. "...and know thyself"! 24!
  25. 25. Is Privacy Already an Illusion?! •  Digital happenings circa 2014 •  The Cloud •  Social Media •  Deep Learning •  The Internet of Things •  Internet.org 25!
  26. 26. If you have something that you don’t want anyone to know, maybe you shouldn’t be doing it in the first place. -- Eric Schmidt, (former) CEO of Google 26!
  27. 27. Civilization is the progress toward a society of privacy. --Ayn Rand 27!
  28. 28. Influences on Ethics! •  Capitalism, economics, & marketing •  Fiduciary duty: Maximize the common stock’s value •  How to do it? By transacting commerce •  How do it well? Good advertisements •  How to do it really well? Highly personalized ads •  Terms of Service (ToS) - The legal extent of ethical obligations? 28!
  29. 29. If you're not paying for the product, you are the product. -- Savvy consumers everywhere one day (?) 29!
  30. 30. For the wisdom of this world is foolishness... -- Saint Paul 30!
  31. 31. The Future of the Web...! •  The Blue Pill: Consumer data stored/controlled by a few of the world's most powerful international corporations •  The Red Pill: Consumer data returns to the edge of the network in a distributed/decentralized cloud •  The Purple Pill: Find a set of common values and gravitate toward the middle •  Legislative reforms for consumer protection •  Consumer education & advocacy •  “Don’t Be Evil” “Do the right thing” 31!
  32. 32. The real danger is the gradual erosion of individual liberties through automation, integration, and interconnection of many small, separate record-keeping systems, each of which alone may seem innocuous, even benevolent, and wholly justifiable. -- Anonymous (U. S. Privacy Study Commission, 1977) 32!
  33. 33. .   There are two primary choices in life: to accept conditions as they exist, or accept the responsibility for changing them. -- Dennis Waitley 33!
  34. 34. Q&A! 34!

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