Social Media & Web Mining for Public Services of Smart Cities - SSA...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

SOCIAL MEDIA & WEB MINING
FOR PUBLIC SERVICES OF SMART CITIES
@hemant_pt
Hemant Purohit, Ph.D.
Humanitarian, Semantics & I...

Outline
¨ Social Media & Web Data
n Opportunity to Mine Relevant Human Behaviors
n Behavior Modeling: Challenges, Types, M...

21st Century Information Exchange
3
Connecting Humans at Scale!

Source: http://www.go-gulf.com/blog/online-time/
We cannot Ignore Web Data Anymore!
4

5
Source: http://www.go-gulf.com/blog/online-time/

Types of Social Media
¨ Publishing
¤ Blogging
¤ Wiki
¨ Micro blogging
¨ Social News
¨ Social Bookmarking
¨ Media Sharing
¤...

Social Data: Big Human Interaction Data
7
Uni-directional communication
(TO people)
Bi-directional
(BY people, TO people)
...

Mining Social & Web Data: Innovation
Opportunity for Public Services
8
But ..
WHAT & HOW
to leverage?

Variety of Behaviors to Model
¨ User-User (link generation)
¤ befriending, sending a message,
playing games, following, or...

Goals of Behavior Modeling
10
Source: https://www.slideshare.net/darintocommIT/how-to-use-social-media-to-fine-tune-your-c...

Goals of Behavior Modeling
11
Source: https://www.slideshare.net/darintocommIT/how-to-use-social-media-to-fine-tune-your-c...

Goals of Behavior Modeling
12
Source: https://www.slideshare.net/darintocommIT/how-to-use-social-media-to-fine-tune-your-c...

Dimensions of Behavior Modeling:
People (User), Content, Network
13
[Sheth et al. (ESNAM 2017). http://wiki.knoesis.org/in...

Behavior Modeling: Social Data Challenges
1. Big Data Paradox
1. Social media data is big, yet not evenly distributed.
2. ...

Behavior Modeling: Social Data Challenges
15
Source: http://www.aolteanu.com/img/interests.jpg

Behavior Modeling: Basic ‘1-size-fits-all’ a.k.a.
‘general’ Solutions May Not Be Sufficient!
16
Source: http://www.gdprtoo...

Behavior Modeling: Efficient Solutions with
Domain-specific Modeling
17
Application
Behavioral
Needs
Relevant
Data
Access
...

Behavior Modeling: Illustration for Deeper Analysis:
Sentiment in Social Media User Activities
18
Multi-
faceted
Analysis
...

Help Offering
Emotionally
Supporting
Expertise
Sharing
Joking
Marketing
Manipulating
Harassing
Bullying
Propagandizing
Dec...

Behavior Modeling: Methodology
¨ Analyze or predict behaviors
¤ user, content, network or hybrid dimensions
¤ Users exhibi...

Behavior Modeling: Methodology Focus
21
[Sivarajah et al. (JBR 2017). https://www.sciencedirect.com/science/article/pii/S0...

Behavior Modeling: Methodology Types
¨ Predictive Tasks
¤ Use some variables to predict unknown or future values of other ...

Behavior Modeling: Methodological Steps
Set an
observable
behavior
The behavior
needs to be
observable, e.g.,
accurately
o...

Outline
¨ Social Media & Web Data
n Opportunity to Mine Relevant Human Behaviors
n Behavior Modeling: Challenges, Types, M...

Case Study: Disaster & Humanitarian Events
25

Case Study: Relevancy Challenge
¨ Relevance
challenge
¤ High-noise
¤ Low-signal
26

Case Study: Response Needs of Emergency Services
Source: http://www.kolotv.com/content/news/Learning-from-Hurricane-Harvey...

DISASTER
Event
Relevant Behavior to Services: Intent for Help
28
CITIZEN
Sensors
RESPONSE
Organizations
x
INTENTIONAL DA...

Relevant Behavior to Services: Intent for Help
29
¨ Outcome: Proactivity mitigating resource demand-supply mismatch
Hurric...

Intentionality
30
¨ Intent: Purpose or aim for an action
¨ Latent in the textual or verbal utterance

Short-text & Intent: Examples
31
¤ Social media text: unstructured, informal language, short
EXEMPLAR DOCUMENT INTENT
@NYG...

Short-text & Intent: Problem
32
¨ Intent: Aim of action
SHORT-TEXT INTENT
@NYGo corrections officers @ riker working / tra...

Text Classification: Problem Variants
33
TEXT CLASSIFICATION
TYPE
FOCUS EXAMPLE
Topic predominant
subject matter
sports or...

Illustration for Topic Classification
34
Caution &
Advice
Information
Sources
Damage &
Casualties
Donations
Health
Shelter...

Intent Classification: Supervised Learning Method
35
Source: http://datasciencecheetah.com/?page_id=426

Intent Classification: Supervised Learning Method
36
Tweets with Class Labels
Learning Goal:
Prediction Goal:

Intent Classification: Challenges that motivate the
need for rich feature representation
37
¨ Ambiguity in interpretation
...

Learning
Improves
Meaning
Expressivity
Increases
BOTTOM-UP PROCESSING FEATURES
{Bag of Word Tokens}
Independent Token Vect...

Intent Classification Hybrid: Bag-of-Tokens
Features
39
¨ (T) Bag-of-Words model is the simplest alternative for structure...

Intent Classification Hybrid: Rule-based Pattern
Features
40
(DK) Declarative Knowledge Patterns
● Domain expert rules and...

Intent Classification Hybrid: Extracted Pattern
Features
41
(CTK) Contrast Knowledge Patterns
INPUT: corpus {mi} of messag...

CORPUS
Set of
short text
documents,
S
FEATURES
Bag-of-Tokens & Set-
of-Patterns features
XT
, y
M_1
M_2
M_K
.
.
.
Subset X...

Intent Classification Hybrid: Combining Bag-of-
Tokens & Rule-based Pattern Features perform well!
Avg. F-1 Score (10-fold...

Intent Classification: Limits of Supervised Learning
Methods
44
¨ Acquiring a large label set for quickly training a
Super...

Intent Classification: Transfer Learning Method
Source: http://knowledgeofficer.com/knowledge/46-transfer-learning-machine...

Intent Classification: Transfer Learning Method
46
Source: https://www.datasciencecentral.com/profiles/blogs/transfer-lear...

Intent Classification: Transfer Learning Method
¨ Challenges
¤ Context for intent changes
n e.g., location, resource type,...

Intent Classification: Transfer Learning using
Sparse Coding
48
Ø Likewise images, the expression of our intent sense comp...

Intent Classification: Transfer Learning using
Sparse Coding
49
¨ Sparse coding is a method for discovering good basis vec...

Intent Classification: Transfer Learning using
Sparse Coding
50
Source: https://www.cs.ubc.ca/~schmidtm/MLRG/sparseCoding....

Intent Classification: Transfer Learning using
Sparse Coding - Results
¨ Result column shows performance for a setting: So...

Intent Classification: Application for Bipartite Intent
Matching in Context for Help Seekers & Suppliers
52
[Purohit et al...

Intent Classification: Application for Prioritization
of Streaming Messages
53
¨ Intent
¤ e.g. urgent help,
volunteering
¨...

Outline
¨ Social Media & Web Data
n Opportunity to Mine Relevant Human Behaviors
n Behavior Modeling: Challenges, Types, M...

CitizenHelper System: Visual Analytics of Social,
Web & Offline Data Sources
55
¨ Supports a variety of application domain...

CitizenHelper System: Addresses the Challenges
of NGO and Gov. Agency Data Analysis
¨ Surveys:
¤ Static by design
¤ Time &...

CitizenHelper System: Architecture
57
¨ Ingests heterogenous streaming sources
¨ Supports in-memory or web service-driven ...

CitizenHelper System: Social Media Visual
Analytics for Attitude Trends
• Provides contrasting analyses by information att...

CitizenHelper System: Contrasting Analyses across
Offline and Online Data Sources
Premise: Contrasting analyses by informa...

Conclusion
¨ Social data has valuable information of user behaviors
(although needles in the haystack!) for Public Service...

TWITTER: @hemant_pt
MAIL: hpurohit@gmu.edu
Acknowledgement: image sources, sponsors, collaborators (especially Profs. Amit...

Share Slideshare

LinkedIn
Facebook
Twitter

Embed

Size (px)

Show related Slideshows at end

WordPress Shortcode

Link

Share
Email

2024 Trend Updates: What Really Wor... by Search Engine Jou... 1030405 views
Storytelling For The Web: Integrate... by Chiara Aliotta 941265 views
Artificial Intelligence, Data and C... by OECD Directorate ... 859475 views
How to Leverage AI to Boost Employe... by SocialHRCamp 360179 views
2024 State of Marketing Report – by... by Marius Sescu 204862 views
Everything You Need To Know About C... by Expeed Software 225716 views

View on Slideshare

1 of 61 Ad

View on Slideshare

1 of 61 Ad