SlideShare a Scribd company logo
Applying Data Science to
Move Beyond Keywords
for Social Analysis
Richard Caudle
Director
Developer Relations
Claudio Weeraratne
Director
Product Management
DATASIFT
FORUM
RUN ON THE
BANKS?
RUN ON THE
BANKS?
AMBIGUITY OF NATURAL LANGUAGE
RUN ON THE
BANKS?
MOVING BEYOND
KEYWORDS
ba
nk
similarity x
wit
h-
dr
aw
similarity y
AND
interaction.content any "rbs,lloyds,hsbc,barclays"
AND interaction.content any "withdraw,close,cashpoint,atm"
CONCEPT MODELING
KEYWORD
RELATIONSHIP
S
CONCEPT
MODEL
r
b
s
VECTORSPACE
#rbs
runningbacks
#hsbc
OUR APPROACH
• Produce a vector space where words are grouped by their
context
• Context of a word is given by surrounding words
• Perform unsupervised machine learning to learn topics
• word2vec is a well known implementation
• gensim is a Python library that simplifies word2vec usage
• Resulting model is queryable for similarity (of word vectors)
• Language-agnostic solution
LEARNING
SIMILARITY
Learn to predict a word from surrounding words
"I'm heading to #rbs to close my
account"
rbs
account
close
rbs
account
close
hsbc
barclays
withdraw
balance
cash money
(1000's posts)
CONCEPT 'BANK'
NEURALNETWORK
LEARNING
SIMILARITY
DEMO
IMPROVED FILTERING &
CLASSIFICATION
interaction.content similar "bank,hsbc:0.7"
AND interaction.content similar "withdraw:0.8"
interaction.content any "rbs,lloyds,hsbc,barclays"
AND interaction.content any "withdraw,close,cashpoint,atm"
CONCISE
INTUITIVE
MAINTAINABLE
UP-TO-DATE
HIGHER COVERAGE
ACCURACY
IMPROVING OUR
PLATFORM
• Further validation of approach
• Operationalization of model production
• Creation new models for different audiences
• Automated updating of models
• Implementation of 'similarity' in CSDL
Q&A
LEARN MORE
datasift.com/forum
THANK YOU

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Applying Data Science to Move Beyond Keywords for Social Analysis