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Deriving an Interest
Graph for Social Data
Anna Smith
anna@bit.ly / @OMGannaks

Strata 2013
28 February
what is a bitly?
research problems
creating a product
50 million shortened URLs
300 million clicks per day
75 new pages per second
https://bitly.com/ZuWQD1+
Egypt




Tunisia
http://bitlyscience.github.com/
what is a bitly?
research problems
creating a product
“coclick”
 nodes : domain
 edges : number of clicks
17
"brick by brick"
"brick lane coffee"
"bride-to-be hit by reversing car suffered skull fracture but is bent on getting wed"
"bridge field"
"bridge over troubled water"
"bridge techs needed"
"bridge work will bring disruption for reading rail passengers"
"bridges has a tough job"
"bridgewater bridge"
"brie fondue"
"briedi"
"briefing and consultations"
"briefing consultant"
"briefingroom"
"briere will play for flyers"
"brieva"
"brigadier general"
"bright crimson-university red-strata greyu2019"
"bright modern kitchen reno"
"bright striper"
"brightening finishing powder"
"brighton pier"
"brighton v"                                                             20

"brighton youth hostel weather"
jaccard similarity
          |A  B|
J(A, B) =
          |A [ B|
4.5M keywords, 9M edges

                    sorting
                   limiting
dbscan : how many in a cluster, distance < #_blah

           200k keywords, 1M edges

        what makes a cluster interesting?
[18-200mm, 20mm, e-mount lens, pancake, power zoom]

         [all lady, lady superhero, relaunched, x-men comic]

    [armed robbery suspects, attack on, chaisson, in lawrence, in
       methuen, lantigua, lawrence dpw, on his family, school
          committeeman, suspects are, the valley patriot]

       [glossary, leap day, lizzing, mind grapes, the marketer]

[a rails application, a websockets, bounce rate for, in new relic, james
                       morris, pubsub, redis, silex]

  [cancer incidence, folic acid supplementation, meta-analyses, on
         overall, site-specific cancer, the randomised trials]

 [azure blue, blue silk crepe de chine, from the t by alexander wang,
                              shirt dress]
what is a bitly?
research problems
creating a product
audience insights
28
30
KEYWORDS

                   TOPICS                                    WNYC        NPR
                                                       0.9% - romney     romney - 1.3%
            WNYC        NPR                             0.9% - obama     obama - 1.3%
                            politics - 18.0%             0.8% - sandy    debate - 0.6%
    15.7% - weather
                            business - 11.9%   0.7% - hurricane sandy    news - 0.5%
     13.5% - politics
                            weather - 9.1%                 0.6% - new    new - 0.5%
   13.3% - business
5.9% - entertainment        science - 7.4%              0.5% - debate    video - 0.4%
     3.9% - celebrity       sports - 5.8%                 0.4% - video   sandy -0.4%
                                                          0.4% - news    thought - 0.3%
                                                     0.3% - techcrunch   mitt romney - 0.3%
                                                         0.3% - photos   hurricane sandy - 0.3%




                                                                               31
32
TOPICS




KEYWORDS
TOPICS




ew

     KEYWORDS
http://rt.ly
39
40
41
42
   The Web is Fragmented




   Social > Search




   Content is King




                            42
43

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2013 february strata

  • 1. Deriving an Interest Graph for Social Data Anna Smith anna@bit.ly / @OMGannaks Strata 2013 28 February
  • 2. what is a bitly? research problems creating a product
  • 3.
  • 4. 50 million shortened URLs 300 million clicks per day 75 new pages per second
  • 5.
  • 7.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 15. what is a bitly? research problems creating a product
  • 16. “coclick” nodes : domain edges : number of clicks
  • 17. 17
  • 18.
  • 19.
  • 20. "brick by brick" "brick lane coffee" "bride-to-be hit by reversing car suffered skull fracture but is bent on getting wed" "bridge field" "bridge over troubled water" "bridge techs needed" "bridge work will bring disruption for reading rail passengers" "bridges has a tough job" "bridgewater bridge" "brie fondue" "briedi" "briefing and consultations" "briefing consultant" "briefingroom" "briere will play for flyers" "brieva" "brigadier general" "bright crimson-university red-strata greyu2019" "bright modern kitchen reno" "bright striper" "brightening finishing powder" "brighton pier" "brighton v" 20 "brighton youth hostel weather"
  • 21.
  • 22. jaccard similarity |A B| J(A, B) = |A [ B|
  • 23.
  • 24. 4.5M keywords, 9M edges sorting limiting dbscan : how many in a cluster, distance < #_blah 200k keywords, 1M edges what makes a cluster interesting?
  • 25. [18-200mm, 20mm, e-mount lens, pancake, power zoom] [all lady, lady superhero, relaunched, x-men comic] [armed robbery suspects, attack on, chaisson, in lawrence, in methuen, lantigua, lawrence dpw, on his family, school committeeman, suspects are, the valley patriot] [glossary, leap day, lizzing, mind grapes, the marketer] [a rails application, a websockets, bounce rate for, in new relic, james morris, pubsub, redis, silex] [cancer incidence, folic acid supplementation, meta-analyses, on overall, site-specific cancer, the randomised trials] [azure blue, blue silk crepe de chine, from the t by alexander wang, shirt dress]
  • 26. what is a bitly? research problems creating a product
  • 28. 28
  • 29.
  • 30. 30
  • 31. KEYWORDS TOPICS WNYC NPR 0.9% - romney romney - 1.3% WNYC NPR 0.9% - obama obama - 1.3% politics - 18.0% 0.8% - sandy debate - 0.6% 15.7% - weather business - 11.9% 0.7% - hurricane sandy news - 0.5% 13.5% - politics weather - 9.1% 0.6% - new new - 0.5% 13.3% - business 5.9% - entertainment science - 7.4% 0.5% - debate video - 0.4% 3.9% - celebrity sports - 5.8% 0.4% - video sandy -0.4% 0.4% - news thought - 0.3% 0.3% - techcrunch mitt romney - 0.3% 0.3% - photos hurricane sandy - 0.3% 31
  • 32. 32
  • 34. TOPICS ew KEYWORDS
  • 35.
  • 37.
  • 38.
  • 39. 39
  • 40. 40
  • 41. 41
  • 42. 42
  • 43. The Web is Fragmented  Social > Search  Content is King 42
  • 44. 43