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文字探勘與網路探勘 (Text and Web Mining). Business Intelligence Trends 商業智慧趨勢. 1012BIT06 MIS MBA Mon 6, 7 (13:10-15:00) Q407. Min-Yuh Day 戴敏育 Assistant Professor 專任助理教授 Dept. of Information Management , Tamkang University 淡江大學 資訊管理學系 http://mail. tku.edu.tw/myday/ 2013-05-13. - PowerPoint PPT Presentation

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  • Business Intelligence Trends*1012BIT06MIS MBA Mon 6, 7 (13:10-15:00) Q407 (Text and Web Mining)Min-Yuh DayAssistant Professor Dept. of Information Management, Tamkang University

    http://mail. tku.edu.tw/myday/2013-05-13

  • Subject/Topics1 102/02/18 (Course Orientation for Business Intelligence Trends)2 102/02/25 (Management Decision Support System and Business Intelligence)3 102/03/04 (Business Performance Management)4 102/03/11 (Data Warehousing)5 102/03/18 (Data Mining for Business Intelligence)6 102/03/25 (Data Mining for Business Intelligence)7 102/04/01 (Off-campus study)8 102/04/08 (SAS EM ) Banking Segmentation (Cluster Analysis KMeans using SAS EM)9 102/04/15 (SAS EM ) Web Site Usage Associations ( Association Analysis using SAS EM)

    (Syllabus)*

  • Subject/Topics10 102/04/22 (Midterm Presentation)11 102/04/29 (SAS EM ) Enrollment Management Case Study (Decision Tree, Model Evaluation using SAS EM)12 102/05/06 (SAS EM ) Credit Risk Case Study (Regression Analysis, Artificial Neural Network using SAS EM)13 102/05/13 (Text and Web Mining)14 102/05/20 (Opinion Mining and Sentiment Analysis)15 102/05/27 (Business Intelligence Implementation and Trends)16 102/06/03 (Business Intelligence Implementation and Trends)17 102/06/10 1 (Term Project Presentation 1)18 102/06/17 2 (Term Project Presentation 2) (Syllabus)*

  • Learning ObjectivesDescribe text mining and understand the need for text miningDifferentiate between text mining, Web mining and data miningUnderstand the different application areas for text miningKnow the process of carrying out a text mining projectUnderstand the different methods to introduce structure to text-based dataSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Learning ObjectivesDescribe Web mining, its objectives, and its benefits Understand the three different branches of Web miningWeb content miningWeb structure miningWeb usage miningUnderstand the applications of these three mining paradigms

    Source: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text and Web MiningText Mining: Applications and TheoryWeb Mining and Social NetworkingMining the Social Web: Analyzing Data from Facebook, Twitter, LinkedIn, and Other Social Media SitesWeb Data Mining: Exploring Hyperlinks, Contents, and Usage DataSearch Engines Information Retrieval in Practice*

  • Text Mining*http://www.amazon.com/Text-Mining-Applications-Michael-Berry/dp/0470749822/

  • Web Mining and Social Networking*http://www.amazon.com/Web-Mining-Social-Networking-Applications/dp/1441977341

  • Mining the Social Web: Analyzing Data from Facebook, Twitter, LinkedIn, and Other Social Media Sites*http://www.amazon.com/Mining-Social-Web-Analyzing-Facebook/dp/1449388345

  • Web Data Mining: Exploring Hyperlinks, Contents, and Usage Data*http://www.amazon.com/Web-Data-Mining-Data-Centric-Applications/dp/3540378812

  • Search Engines: Information Retrieval in Practice*http://www.amazon.com/Search-Engines-Information-Retrieval-Practice/dp/0136072240

  • Text MiningText mining (text data mining)the process of deriving high-quality information from textTypical text mining taskstext categorizationtext clusteringconcept/entity extractionproduction of granular taxonomiessentiment analysisdocument summarizationentity relation modelingi.e., learning relations between named entities.*http://en.wikipedia.org/wiki/Text_mining

  • Web MiningWeb mining discover useful information or knowledge from the Web hyperlink structure, page content, and usage data.Three types of web mining tasksWeb structure miningWeb content miningWeb usage mining*Source: Bing Liu (2009) Web Data Mining: Exploring Hyperlinks, Contents, and Usage Data

  • Mining Text For SecuritySource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining Concepts85-90 percent of all corporate data is in some kind of unstructured form (e.g., text) Unstructured corporate data is doubling in size every 18 monthsTapping into these information sources is not an option, but a need to stay competitiveAnswer: text miningA semi-automated process of extracting knowledge from unstructured data sourcesa.k.a. text data mining or knowledge discovery in textual databasesSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Data Mining versus Text MiningBoth seek for novel and useful patternsBoth are semi-automated processesDifference is the nature of the data: Structured versus unstructured dataStructured data: in databasesUnstructured data: Word documents, PDF files, text excerpts, XML files, and so onText mining first, impose structure to the data, then mine the structured data Source: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining ConceptsBenefits of text mining are obvious especially in text-rich data environmentse.g., law (court orders), academic research (research articles), finance (quarterly reports), medicine (discharge summaries), biology (molecular interactions), technology (patent files), marketing (customer comments), etc. Electronic communization records (e.g., Email)Spam filteringEmail prioritization and categorizationAutomatic response generationSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining Application AreaInformation extractionTopic trackingSummarizationCategorizationClusteringConcept linkingQuestion answeringSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining TerminologyUnstructured or semistructured dataCorpus (and corpora)TermsConceptsStemmingStop words (and include words)Synonyms (and polysemes)TokenizingSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining TerminologyTerm dictionaryWord frequencyPart-of-speech tagging (POS)MorphologyTerm-by-document matrix (TDM)Occurrence matrixSingular Value Decomposition (SVD)Latent Semantic Indexing (LSI)Source: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining for Patent AnalysisWhat is a patent?exclusive rights granted by a country to an inventor for a limited period of time in exchange for a disclosure of an inventionHow do we do patent analysis (PA)?Why do we need to do PA?What are the benefits?What are the challenges?How does text mining help in PA?Source: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Natural Language Processing (NLP)Structuring a collection of textOld approach: bag-of-wordsNew approach: natural language processingNLP is a very important concept in text mininga subfield of artificial intelligence and computational linguisticsthe studies of "understanding" the natural human languageSyntax versus semantics based text miningSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Natural Language Processing (NLP)What is Understanding ?Human understands, what about computers?Natural language is vague, context drivenTrue understanding requires extensive knowledge of a topic

    Can/will computers ever understand natural language the same/accurate way we do?

    Source: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Natural Language Processing (NLP)Challenges in NLPPart-of-speech taggingText segmentationWord sense disambiguationSyntax ambiguityImperfect or irregular inputSpeech acts

    Dream of AI community to have algorithms that are capable of automatically reading and obtaining knowledge from textSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Natural Language Processing (NLP)WordNetA laboriously hand-coded database of English words, their definitions, sets of synonyms, and various semantic relations between synonym setsA major resource for NLPNeed automation to be completedSentiment AnalysisA technique used to detect favorable and unfavorable opinions toward specific products and services CRM applicationSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • NLP Task CategoriesInformation retrieval (IR)Information extraction (IE)Named-entity recognition (NER)Question answering (QA)Automatic summarizationNatural language generation and understanding (NLU)Machine translation (ML)Foreign language reading and writingSpeech recognitionText proofingOptical character recognition (OCR)Source: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining ApplicationsMarketing applicationsEnables better CRMSecurity applicationsECHELON, OASISDeception detection ()Medicine and biologyLiterature-based gene identification ()Academic applicationsResearch stream analysisSource: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining ApplicationsApplication Case: Mining for LiesDeception detectionA difficult problemIf detection is limited to only text, then the problem is even more difficultThe study analyzed text based testimonies of person of interests at military basesused only text-based features (cues)Source: Turban et al. (2011), Decision Support and Business Intelligence Systems*

  • Text Mining Applica