Mark logic text analytics

Copyright © 2012 MarkLogic® Corporation. All rights reserved.Slide 1
Evolving MyBuzzMetrics with Text Analytics
September 2012
Eric Austvold – Insights Executive
Fernando Mesa – WW Director of Enterprise Solution
Pete Aven – Systems Engineer

Agenda
§ Introductions
§ NM Incite goals for text analytics
§ MarkLogic evolving MyBuzzMetrics with Text Analytics
§ Entity Extraction
§ Topic Discovery / Theme extraction
§ Data Faceting
§ Trend spotting
§ Visualization
§ Use Cases and Demos
§ Next Steps

Goals for Text Analytics
§ What’s your goal?
§ What are your clients asking you for?
§ How do you want to service your internal clients? Analysts,
researchers, account managers?
§ How do you want to service your external clients? Self service
reporting? Ad-hoc analysis? Integration with their data?
§ How do you envision your new solution to complement other
Nielsen services?

Text Analytics - Evolution
§ Reliant on relational data
structures that are challenging
to manage, silos of data
§ Not indexed immediately, not
possible to query in real time
§ New Parses = Re-ingestion
§ Re-ingestion = new schema
design – creates delays
§ Not real time – difficult to
determine buzz
§ Impossible at 30+ billion docs
§ Pre-processing required to
handle batches of data
§ Extraction methods lose
context and full perspective
§ Flexible – Built on an
infrastructure that can integrate
text mining output
§ Context Aware – Without schema
redesigns, context of original
document persists as text miners
enrich that content, preserving
relationships to the original data
§ Scales – Can accommodate real
time ad-hoc queries and reports
across a corpus of 30+ billion
documents
§ Enrichment – a better method of
leveraging text mining work
Traditional
Methods
MarkLogic Enabled
Methods

The Parse
§ The Parse
§ Actor, Action, Object
§ Fact
§ Entity
§ Qualifier
§ Etc.
§ Basis Entity Enrichment
§ Open Enrichment Framework
§ Calais
§ Temis
§ Data Harmony
§ NetOwl
What it means…
We can integrate with
all enrichment engines.

The Platform
§ The Platform
§ Flexibility
§ Speed
§ Scale
§ Delivery of Insight
What it means…
Clients can rapidly
deliver insight in real
time to help users
discover new insights.

Copyright © 2009 Mark Logic Corporation. All rights reserved.
MarkLogic and Text Analytics
Web Services
ETL
Connector (*)
Social Media
Connector (*)
RDBMS
connector
Search
Unified Index
For all data structuresTransactional
Database
Data
Retrieval
Repository
Classification
Concept Extraction
Entity Enrichment
Web
Applications
Decision
Support
APIs/Services
Taxonomies
App Server
Third-party Partners
Analytics
Leverage value generated from text mining Generate Opinions
(in the form of data)

Traditional Enrichment = Extraction
First
Name
Last
Name
Other Comments
Chris Smith Data Chris bought an upgrade package for his black, 2011, Honda
Pilot on 9/16. Car returned for service on 9/21. The bolt on
the undercarriage cracked due to heat. He doesn’t think it’s the
transmission however as …..
Actor Action Object
Chris buy package
Fact
package-buy
car-return
bolt-cracked
Entity Type
Chris person
Honda organization
9/16 date
Qualifiers
upgrade
black
More Parsing = More Tables/Rows = More Joins = Does Not Scale!
And What About Context?

Enrichment with MarkLogic
<actor><person>Chris </person></actor><action>bought
</action>an <qualifier>upgrade
</qualifier><object>package</object> for his
<qualifier>black </qualifier>, <qualifier>2011 </qualifier>,
<organization>Honda </organization> Pilot on
<date>9/16</date>. Car returned for service on <date>
9/21 </date>. The bolt on the undercarriage cracked due to
heat. <person @name=“Chris”>He </person> doesn’t think
it’s the transmission however as …..
Pepsi<name> </name><brand> </brand><drink> </drink>
Markup Inline!
Every Tag Becomes a Candidate For an Index!
What it
means…
Enrichment
persists
context and
scales without
a schema
redesign, saves
time and
resources as
client needs
evolve.

Text Mining is part of the big picture
Words and phrases
... Semantic Web is a collaborative
movement led by the World Wide Web
Consortium (W3C) ...
Structure Label
Author Ing
Comp
ID Para
Org
Data/Metadata
name:sorbitol
date:2012-06-04
company:Roche
Entities in Context
... diabetes, since the risk of
blindness is very high in such
patients...
Geospatial
<location>
<lat>46.946584</lat>
<lng>93.076172</lng>
</location>
Universal Index

Demo

Agenda
§ Introductions
§ Nielsen’s goals and challenges related to unstructured data
§ MarkLogic Beyond Big Data Search
§ Entity Extraction
§ Topic Discovery / Theme extraction
§ Data Faceting
§ Trend spotting
§ Visualization
§ Use Cases and Demos
§ Next Steps

MarkLogic Analytics
§ Why Use MarkLogic Analytics?
§ Term list analytics
§ Range index analytics
§ Combining term lists and range indexes
§ Range index best practices & references

MarkLogic Analytics – why use it?
Applications increasingly combine structured and unstructured
information (e.g., electronic healthcare records)
Show me male patients that are under the age of 45 with an
ADMITTING DIAGNOSIS that included Chest Pain, or with a
HISTORY OF PRESENT ILLNESS including symptoms for Chest
Pain, Shortness of Breath, or Dizziness. Additionally, identify patients
within this population with regular alcohol consumption in the SOCIAL
HISTORY, alcoholism in the FAMILY HISTORY, and one of the
following 17 synonyms for stress diagnoses in the ASSESSMENT
AND TREATMENT PLAN.
Structured Unstructured/Contextual

Agenda
§ Text Enrichment

Text Enrichment – with Entities
§ Load, manipulate, query content as-is
§ … then enrich the content over time
§ Entity extraction
§ Specialized technology
§ Identifies people, places, things in free text
§ Entity extraction -> Entity enrichment
§ Entities are marked-up in-line
§ Gives you
§ More focused search (includes proximity, structure)
§ Analytics
§ Alerting

Enrich Your Content … With
Entities: Example
<Article xmlns:e="http://marklogic.com/entity">
<title><e:person>John Louis</e:person></title>
<acknowledgement><e:gpe>Wikipedia</e:gpe>, the free encyclopedia</acknowledgement>
<section>
<para>"Tiger" <e:person>John Louis</e:person> (born <e:date>14 June
1941</e:date>)[<refto ID="1">1</refto>] was an <e:gpe>England</e:gpe> international speedway
rider who rode for <e:organization>Ipswich Witches</e:organization>. He is the father of
<e:gpe>Great Britain</e:gpe> international <e:person>Chris Louis</e:person>.
<e:person>John</e:person> rode a weslake for most of his career.</para>
</section>
<section>
<title>Career history</title>
<para><e:person>John</e:person> finished third in the 1975 Speedway World
Championship and was part of the <e:organization>England Speedway World
Cup</e:organization> winning teams of 1972, 1974 and 1975. He was also World Pairs Champion
in 1976 with <e:person>Malcolm Simmons</e:person>. He also captained
<e:gpe>Ipswich</e:gpe> when they were <e:nationality>British</e:nationality> Champions in
1976. <e:person>John</e:person> won the <e:nationality>British</e:nationality> Speedway
Championship in 1975. He was also <e:organization>National League Riders</e:organization>
champion in 1971 and <e:organization>British League Riders</e:organization> champion in
1979.</para>
<para>He retired in 1984 and is now the promoter of <e:organization>Ipswich
Witches</e:organization>.</para>
</section>

Entity Enrichment With
MarkLogic Server
1. Rule Based using Built-in function
§ Can leverage a taxonomy for drive entity definition
§ Uses Content Processing Framework to Automate process
2. Statistical Analysis using built-in Entity Enricher
§ Licensed BASIS for enrichment
§ For automated entity enrichment
3. External Using Partner Network
§ Seamless integration using Open Enrichment Framework
§ Can use a combination of tools (Best of Bread)
§ Can leverage both internal and external Solution
Three Approaches to Entity Enrichment

Entity Enrichment: Built-in
§ Take an XML node, and markup entities in that node
§ Substitute $expr for each entity in $node
§ Use any style of markup using $expr plus these variables:
§ $cts:node
§ $cts:text
§ $cts:entity-type
§ Advantage: the most flexible
§ Choose your style of markup
§ Choose which parts you want to markup
§ Choose which entities you want to use/ignore
cts:entity-highlight(
$node as node(),
$expr as item()*
) as node()

Entity Enrichment: Built-in:
Example(2)
cts:entity-highlight(
<a>John went to England</a>,
<entity>{
element {$cts:entity-type} {$cts:text}
}
</entity>
)
<a>
<entity><PERSON>John</PERSON></entity>
went to
<entity><GPE>England</GPE></entity>
</a>

BASIS Enrichment: What Gets
Tagged?
With the built-in entity enrichment, you can tag:
person
organization
location
GPE (geopolitical entity)
facility
religion
nationality
credit card number
email
latitude/longitude
money
percent
ID (personal ID number)
phone number
URL
UTM
date
time

Entity Enrichment Framework
§ You have a choice …
§ There are several Entity Extraction engines available
§ No engine is best-of-breed for all knowledge domains, all
languages
§ The Open Enrichment Framework lets you choose an engine that
suits your needs to extract more domain-specific entities and/or
support additional languages
§ Pipelines available
§ Temis Luxid
§ Open Calais
§ Data Harmony
§ NetOWL
§ Add other pipelines yourself

Agenda
§ Classification

Classification With MarkLogic
Server
1. Rule Based using Reverse Queries
§ Match documents against a pre-defined rule and automatically tag
content
§ Can use both Forward and Reverse queries for sophisticated
scenarios. We call it Match-making
2. Statistical Classification using built-in SVM Classifier
3. External Using Partner Network
§ Seamless integration using Open Enrichment Framework
§ Can use a combination of tools (Best of Bread)
§ Can leverage both internal and external Solution
Three Approaches to Classification

Agenda
§ Trend Spotting

Trend Spotting With MarkLogic
Server
1. Co-Occurrences with Frequency Rules
§ Spot trends in Business Entities and their relationship to other
concepts as they bubble up and surface above the noise
§ Use Co-Occurrence Analytical Indexes paired with Alerting to signal
trends and anomalies in real-time
Analytics + Alerting

Agenda
§ Other Text Analytics

Additional Text Analytics
1. Linking of unstructured Information
§ CTS:Similar to find related pieces of information in unstructured
documents
§ External Tools for finger-printing (find loose associations)
2. Query Expansion using Synonyms and Taxonomies
§ Narrow / Broaden Analytics
§ Parent / Child
§ Associative & Equivalent
3. Type-Ahead using Lexicons
§ Support for high-speed distinct values in entire database or in a
segment

Math and Statistical analytical
functions
1. math:variance-p
2. cts:variance-p
3. math:variance
4. cts:variance
5. math:stddev-p
6. cts:stddev-p
7. math:stddev
8. cts:stddev
9. math:covariance-p
10. cts:covariance-p
11. math:covariance
12. cts:covariance
13. math:correlation
14. cts:correlation
15. math:linear-model
16. cts:linear-model
17. math:median
18. cts:median
19. math:percentile
20. cts:percentile
21. math:mode
22. math:rank
23. cts:rank
24. math:percent-rank
25. cts:percent-rank

Next Steps

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Mark logic text analytics

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