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Baby Names, Diapers and Spam: The Evolution of Data Science at BabyCenter
BabyCenter has evolved its use of data science over time: - It started with basic analyses like updating baby name popularity daily from its own data in 2008. - In 2012 it conducted early machine learning experiments like sentiment analysis of community posts. - By 2013 it was using machine learning to detect and block over 800,000 pieces of spam. - Its current recommendation engine, introduced in 2014, uses item similarity models to suggest relevant content to users.
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Baby Names, Diapers and Spam: The Evolution of Data Science at BabyCenter
- 1. Baby Names, Diapersand Spam: The Evolution of Data Science at BabyCenter Shelley Klop CHIEF DATA ARCHITECT
- 2. Every month, BabyCenterreaches 44MM new and expectant Moms across the globe We reach 7 out of 10 online new & expectant moms in key markets. Of all moms online globally, we reach 1 in 5. Source: BabyCentre internal data
- 3. © BabyCenter, LLC.Confidential. All rights reserved. Social & Community Access to thousands of women experiencing the same thing–at the same time Mobile Optimized site, apps for iPhone & Android Video Original content, on pregnancy, birth & parenting Email Timed to her exact stage & mind-set Expert Advice Written by award- winning editors; reviewed by medical experts Right moment, right mindset, and in her channel of choice – at scale Jul 13 2015 Amelia (20 months)
- 4. © BabyCenter, LLC.Confidential. All rights reserved. First BabyCenter Hack Day 20082008
- 5. © BabyCenter, LLC.Confidential. All rights reserved. Baby Names 2008
- 6. © BabyCenter, LLC.Confidential. All rights reserved. Name popularity taken from our own data We can now update daily instead of yearly We tripled the size of our names database Baby Names 2008 Use metaphone to find similar sounding names Create a baby name list feature so users can save their favorite names
- 7. © BabyCenter, LLC.Confidential. All rights reserved. Baby Names 2009
- 8. © BabyCenter, LLC.Confidential. All rights reserved. Baby Names 2010
- 9. © BabyCenter, LLC.Confidential. All rights reserved. Hack Day is rebranded as Innovation Days expands to three days Innovation Days 2010 +1 day
- 10. © BabyCenter, LLC.Confidential. All rights reserved. BabyCenter Community 2012
- 11. © BabyCenter, LLC.Confidential. All rights reserved. 0 20 40 60 80 100 120 140 160 180 INDEX Diapers Which diaper works best? Potty training begins BabyCenter Social Listening 2012
- 12. © BabyCenter, LLC.Confidential. All rights reserved. Sentiment analysis of community posts First Machine Learning Experiment 2012
- 13. © BabyCenter, LLC.Confidential. All rights reserved. Sentiment Analysis 2012
- 14. © BabyCenter, LLC.Confidential. All rights reserved. 0 50 100 150 200 250 300 350 400 450 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Negative Index Positive Index Breastfeeding Birth Starting solid foods Talk Tracker with Sentiment 2012
- 15. © BabyCenter, LLC.Confidential. All rights reserved. Machine Learning is Fun 2013
- 16. © BabyCenter, LLC.Confidential. All rights reserved. Is it just me, or has everyone noticed a change in their little one since they've turned 9 months? My little one was THE BEST baby but since turning 9 months his stressyness is becoming a lot more frequent and as for sleeping ... It takes me over half hour just to get him to take a nap.. He's never slept through the night however bedtime routine has been perfect since 4 months bed at 7pm on dot without fail which has now gone completely out the window! My problem for a while now is falling sleep early than waking up around 2:30/3:30 and not being able to fall back asleep. And if I happen to fall back asleep I have to be up by 5:30. Makes me feel exhausted in the morning. Really frustrating. <a href="http://watch--all- action.blogspot.com/"><span><span style="color:#ff0000;font-size:small;"><span style="font- family:Georgia;"><span style="font-size:x- large;"><strong><span style="color:#ff0000;">CLICK HERE WATCH LIVE LINK</span></strong></span></span></span></span> </a></p> ~!~Call Girls In Delhi 09999858187 Delhi Escort Service?~!~Call Girls In Delhi 09999858187 Delhi Escort Service?~!~Call Girls In Delhi 09999858187 Delhi Escort Service?~!~Call Girls In Delhi 09999858187 Delhi Escort Service?~!~Call Girls In Delhi 09999858187 Delhi Escort Service? i have been married for 2 years without a child and i had a miscarriage within this time, i saw a post that says contact Dr zogo for Infertility help, so i did, after he cast a pregnancy spell on me i get pregnant few weeks later after having sex with my partner as instructed by Dr Zogo, and i am 7 months pregnant now without any complications and i will share another post here after my delivering and i will also give out my personal info, watch out for my next post, so i decide to drop this here for any body going through infertility problem to contact Dr zogo on zogospellcasters@gmail.com and you will be happy you did, contact him for any problem you are having i believed he will help out</p> Spam 2013
- 17. © BabyCenter, LLC.Confidential. All rights reserved. Over 800,000 pieces of spam kept off our sites since implementation Spam 2013
- 18. © BabyCenter, LLC.Confidential. All rights reserved. Innovation Days now lasts 1 week Innovation Days 2014 +2 days
- 19. © BabyCenter, LLC.Confidential. All rights reserved. gl.recommender.create Recommendation Engine 2014
- 20. © BabyCenter, LLC.Confidential. All rights reserved. • Iterate on the model figuring out which model - started with matrix factorization, switched to item similarity remove items with few observations add more days of data • Iterate on the display add an image and description refresh links by sending the last 5 links as new observations try different placements on the page GraphLab 1.0 with Predictive Services 2015
- 21. © BabyCenter, LLC.Confidential. All rights reserved. Innovation Days back to three days – but with voting Innovation Days 2015 - 2 days
- 22. © BabyCenter, LLC.Confidential. All rights reserved. GraphLab Item Similarity Recommender with Nearest Neighbors Model • Meaning • Syllables • Metaphone • Origin • End Sound • Social Security Administration List Popularity • BabyCenter List Popularity • Siblings • List Mates Baby Names 2015
- 23. © BabyCenter, LLC.Confidential. All rights reserved. Baby Names 2015
- 24. © BabyCenter, LLC.Confidential. All rights reserved. Thank You 2015
Editor's Notes
- #3 BabyCenter is the #1 pregnancy and parenting digital resource worldwide, reaching more than 44 million moms monthly in 10 languages across 13 properties. Since its launch in 1997, BabyCenter has served over 300 million parents. In the United States, more than 7 in 10 babies born each year are BabyCenter babies.
- #4 A woman will come to BabyCenter when she is pregnant, register on the site with her due date, and start receiving a weekly email with information about her pregnancy. From there she can read expert advice reviewed by medical experts, watch video about pregnancy, birth and parenting, and join our community where she can get support from others who are at her same stage. In this talk I’ll be sharing some highlights of how I have used data in interesting ways at BabyCenter.
- #5 2008 we have our first hack day. Hack days are a great way to try out new things and all of the projects I will discuss I started as hack day projects.
- #6 One of the most important decisions you need to make during the pregnancy journey is naming your baby. In 2008 we had a small database of names. You can search for a name and you could view lists of popular names. The data for these list came from the SSA and from surveys we did of our members and we could only update them once per year.
- #7 At this point we had more than 10 years of user data on what they had named their babies. I took the data from our user’s baby names and created a BabyCenter popularity list. - Now we can update name popularity daily rather than yearly. - And we more than tripled the size of our baby names database Additionally, I added metaphones to each name so that you can find similar sounding names. And we created a baby name list feature so that users can save their favorite names. All the data manipulation was done in perl scripts – because it was 2008.
- #8 From BabyCenter users that have multiple children, we can gather common siblings for a name Putting together data form lists, siblings – make recommendations based on popularity – just using perl and sql to count most frequent. Visualization for this recommendations:
- #9 Visual tool for finding a baby name: This was implemented in flash (it’s 2010).
- #10 In 2010, Innovation days is upgraded again
- #11 BabyCenter Community birth clubs – people with due dates in the same month talk about their experiences. By looking at what people are talking about at different stages, we can gain some interesting insights.
- #12 In order to do that I created a tool called the Talk Tracker This tool allows you to search for a term or phrase and see the frequency of conversations graphed with a stage of pregnancy/child age Search for diapers spike at birth – which diaper works best increase again around the time of potty training – when will we be done with diapers, what kind of pull up diapers are best
- #13 My first machine learning project is to do sentiment analysis of community posts. I read (just enough) of this book to create a classifier using Python and nltk. I had to classify all the data myself. When I got tired I got some help from my kids – here are my future data scientists working hard in the BabyCenter office. They learned a lot about the aches and pains of pregnancy.
- #14 Classifying is kind of a pain so I crowdsourced from BabyCenter employees. Built an internal tool – BC Turk (a play on Amazon’s mechanical turk) – and asked the whole company to classify the data Included stats and a leaderboard to inspire some competition.
- #15 Now we can add sentiment to the Talk Tracker Conversations about breastfeeding spike after birth – slightly more positive At around the time of solid foods, the conversations become more negative than positive – and that is the point that many women stop breastfeeding
- #16 Here is my certificate of completion for the Coursera Machine Learning class
- #17 Spam on our community is increasing Instead of support and advice from other moms, we see posts about sports events, Call girls in Delhi, and fertility spellcasters – outpacing our administrators ability to flag it As a classification problem, not that different than sentiment We have a body of classified data already so I don’t need to enlist my kids’ help Also, we had begun negotiations with an external vendor so it was a challenge to see what I could do in 3 days
- #18 Built a classifier using scikit learn and create a rest api for it in flask. We are using an external vendor for our non-english speaking sites, but this internal solution is used on our english speaking sites
- #19 We can’t get enough of innovation days – now it lasts a whole week
- #20 Read about Graphlab in an O’Reilly newsletter. Take user browsing history – feed into graphlab recommender to recommended more pages. Great! In order to get this to production as a service, all I have to do is: generate recommendations for all users save them to a database (luckily I’m also the DBA so that’s no problem), Save the metadata too so I can show a title and create a web service I have a flask app that’s serving the spam filter so I can put it there, but doing all that is kind of a pain
- #21 It’s now 2015 Graphlab 1.0 with Predictive Services is available - Now I can focus on actually testing the recommender. It’s easy to make changes and to test. Figuring out the right implementation has turned out to be the more challenging part and that is something that is still in progress.
- #22 In 2015, Innovation days is scaled back down to 3 days. But for the first time, we make it a competition where we all get to vote on the best project.
- #23 Now we return to baby names. We have a lot of information about baby names. What we really want to do is help people find the right baby name. Create a nearest neighbors model with all our baby name data, build a recommender with that model and deploy that to predictive services. iPhone App
- #24 Select boy or girl Choose some names to get started Make an api call to get 10 names, send in ratings as new observations and keep getting new names Innovation day winner.
- #25 Those are the highlights of data science with baby names, diapers and spam at BabyCenter.