Data science & NLP

1. Data science & Natural language
processing (NLP) for content
recommendation & personalized
experience
Kim Ming
Media Prima Digital

2. WHO ARE YOUR USERS?
WHAT DO THEY REALLY LOOK
FOR?
#ioxkl18 #io18extended

3. #ioxkl18 #io18extended
Overview
1. Business goal 2. Data & technology 3. Data science & NLP 4. Impact

4. Understand the business:
#ioxkl18 #io18extended

5. The Problems:
● Understand 10+ millions user behavior & better serve them

6. #ioxkl18 #io18extended
User behavior shift

7. #ioxkl18 #io18extended
Customer journey & decision

8. #ioxkl18 #io18extended
Personalized user experience

9. Data & Technology
● capture, store, process & create data-driven application

10. #ioxkl18 #io18extended
Data pipelines
Enteprise
Datawarehouse
Modeling |
Analytic Layer
Main Source
Platform | API
Source Systems
Data Prep &
ETL Layer
Presentation
| Serving Layer

11. #ioxkl18 #io18extended
User & content metadata

12. Data Science & NLP
● Understand user behavior, serve them relevant content

13. #ioxkl18 #io18extended

14. #ioxkl18 #io18extended
Same sentence, people say it differently :
● “I want a fresh apple”
● “Where can I find a fresh apple in this city to eat”
● “Ooi, give me apple la ….”

15. #ioxkl18 #io18extended
Languages are ambiguous
● “I love Blackberry”.

16. #ioxkl18 #io18extended
Existing cloud not support Malay language

17. #ioxkl18 #io18extended

18. #ioxkl18 #io18extended
Build Malay text processing
stemming stopwords Word segment Part-of-speech
Name entity
recognition
Abbrevation Ambigious term Word similarity Translation

19. #ioxkl18 #io18extended
Automate Document classification & Brand-Safe score
Demo

20. #ioxkl18 #io18extended
Build local data dictionary
600+ content categories
1.1 millions
entities/document
English & Malay terms

21. #ioxkl18 #io18extended
Build local knowledge graph
Demo

22. #ioxkl18 #io18extended
Local word embedding & word similarity
Demo

23. Impact & Benefit
● Higher user engagement, better campaign performance
● Automate manual work such as document classification & label
● Dynamic semantic publishing

24. #ioxkl18 #io18extended
+20% users +30% Page-views +25% user time spent
User profile & content recommendation

25. #ioxkl18 #io18extended
1000+ documents/contents auto-tagged
50+ man-hours saved per week
Improved content categorization
Improved campaign performance
Automate content classification

26. #ioxkl18 #io18extended
Dynamic Semantic publishing

27. Questions?
#ioxkl18 #io18extended

28. Thank You!
#ioxkl18 #io18extended
We’re hiring!
Kim.meng@mediaprima.com.my
Lutherteh.github.io