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Machine Learning for 

Social Media Analytics
Who I am
Yevhen Terpil
Data Scientist
The company
YouScan is a social media analytics company. Offices in Kiev and Moscow.
Our social media monitoring platform ...
The product: YouScan.io for social media listening
SaaS platform which provides real-time monitoring and analytics of bran...
Key product features
Real-time social media monitoring
YouScan monitors major social networks, as well as blogs,
forums, p...
Key product features
In-depth Analytics with AI and NLP
• Slice and dice all reports across ANY dimensions (specific
sourc...
Machine learning in YouScan
Sentiment analysis
Autocategories
Text classification
Anomaly detection
Smart Alerts
Trends*
#SE2017
All Sources, collected by YouScan
Sentiment analysis
Sentiment analysis
Sentiment analysis #SE2017
Big data problem
#SE2017, All Sources, collected by YouScan
anomaly?
My posts
Irrelevant posts
Word of mouth
News
all mentions
Subsets of mentions
Mention classification
Irrelevant posts
Autotags
Smart tags
Word of mouth
News
My posts
machine learning
custom rules
Commercial mentions
Smart tags
Commercial mentions #SE2017
Top authors
top authors by influence
top authors by mentions
#SE2017, WOM, collected by YouScan
Under the hood
SUPERVISED LEARNING UNSUPERVISED LEARNING
labeled data raw data
Machine Learning types
Text classification
TF-IDF + SVM
Recurrent Neural Nerworks
1. Rule based
2. Lexicon based
3. Classic Machine Learning
TF-I...
iPhone looks and feels great
apple and samsung start new
I love mac and cheese
0 1.2 0 … 0 0.3 1.4
10000
TF-IDF + Logistic...
Text clustering
Word2Vec / FastText / Glove
Doc2Vec
TF-IDF + SVD
FastSent
SDAE
3. Text embeddings
2. Word embeddings
1. Cl...
Word2Vec
ужин
обед
перекус
полдник
омлет
супчик
бутерброд
овсяноблин
завтраки
десерт
смузи
завтрака
званый
мюсли
завтрак
Word2Vec Y...
News
Active discussion
Map of mentions
#SE2017 mentions
#SE2017, Word2Vec, collected by YouScan
#SE2017 mentions
#SE2017, Word2Vec, collected by YouScan
Active discussions
Ukr language
SE2017 mentions
#SE2017, Word2Vec, collected by YouScan
LeadScanner
LeadScanner
Intent Intelligence Technology
Intent Intelligence Technology (IIT) identify social media posts containing explicit
(and i...
Intent Intelligence Technology
Full stream

of posts
Neural Network
post-processing

to improve
precision
Stream of posts
...
Next steps
Ukrainian Facebook , Top users by engagement
Russian users
Pro Russian
Lviv
Army and Volunteers
Politicians and journalist...
Brand logo detection
Brand logo detection
трава
природа
Image recognition
Image recognition
Image recognition
Thank you for your

attention!
Machine learning for  social media analytics
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Machine learning for social media analytics

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Machine learning for social media analytics, SE2017

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Machine learning for social media analytics

  1. 1. Machine Learning for Social Media Analytics
  2. 2. Who I am Yevhen Terpil Data Scientist
  3. 3. The company YouScan is a social media analytics company. Offices in Kiev and Moscow. Our social media monitoring platform is used by 300+ major brands and agencies, 
 including: Rated #1 social media monitoring platform in CIS in AdIndex Technology Index 2016.
  4. 4. The product: YouScan.io for social media listening SaaS platform which provides real-time monitoring and analytics of brand mentions 
 on social networks, blogs, forums, review sites and online news. Used by PR, Marketing, Client Service departments to:
 - manage brand’s online reputation; - discover consumer insights and social media audiences involved in discussions, 
 find brand influencers and detractors; - provide customer support on social media.

  5. 5. Key product features Real-time social media monitoring YouScan monitors major social networks, as well as blogs, forums, product reviews and online news, collecting and analyzing 50M+ posts daily. Results are available in a slick interface in real-time along with beautiful automatic reports. Unlimited Results Unexpected surge of discussions due to major event? No problems - we know how to handle Big Data, so you don't need to pay extra. All mentions are stored permanently in your account, and there's no limit to the amount of mentions you can monitor with our transparent pricing.
  6. 6. Key product features In-depth Analytics with AI and NLP • Slice and dice all reports across ANY dimensions (specific sources and their types, authors' gender, location, sentiment, keywords etc) on-the-fly • AI discovery of trending topics helps you stay on top 
 of emerging discussions • Use audience insights report to find brand advocates and detractors, analyze their profiles and better connect to your audience • Many other reports available (sources, sentiment, tags etc)
  7. 7. Machine learning in YouScan Sentiment analysis Autocategories Text classification Anomaly detection Smart Alerts Trends*
  8. 8. #SE2017 All Sources, collected by YouScan
  9. 9. Sentiment analysis Sentiment analysis
  10. 10. Sentiment analysis #SE2017
  11. 11. Big data problem #SE2017, All Sources, collected by YouScan anomaly?
  12. 12. My posts Irrelevant posts Word of mouth News all mentions Subsets of mentions
  13. 13. Mention classification Irrelevant posts Autotags Smart tags Word of mouth News My posts machine learning custom rules
  14. 14. Commercial mentions Smart tags
  15. 15. Commercial mentions #SE2017
  16. 16. Top authors top authors by influence top authors by mentions #SE2017, WOM, collected by YouScan
  17. 17. Under the hood
  18. 18. SUPERVISED LEARNING UNSUPERVISED LEARNING labeled data raw data Machine Learning types
  19. 19. Text classification TF-IDF + SVM Recurrent Neural Nerworks 1. Rule based 2. Lexicon based 3. Classic Machine Learning TF-IDF + Logistic Regression 4. Deep Learning labeled data SUPERVISED LEARNING
  20. 20. iPhone looks and feels great apple and samsung start new I love mac and cheese 0 1.2 0 … 0 0.3 1.4 10000 TF-IDF + Logistic Regression great iPhone
  21. 21. Text clustering Word2Vec / FastText / Glove Doc2Vec TF-IDF + SVD FastSent SDAE 3. Text embeddings 2. Word embeddings 1. Classic approach UNSUPERVISED LEARNING raw data
  22. 22. Word2Vec
  23. 23. ужин обед перекус полдник омлет супчик бутерброд овсяноблин завтраки десерт смузи завтрака званый мюсли завтрак Word2Vec YouScan
  24. 24. News Active discussion Map of mentions
  25. 25. #SE2017 mentions #SE2017, Word2Vec, collected by YouScan
  26. 26. #SE2017 mentions #SE2017, Word2Vec, collected by YouScan Active discussions Ukr language
  27. 27. SE2017 mentions #SE2017, Word2Vec, collected by YouScan
  28. 28. LeadScanner
  29. 29. LeadScanner
  30. 30. Intent Intelligence Technology Intent Intelligence Technology (IIT) identify social media posts containing explicit (and implicit) consumer intent, wish or request towards specific goods and services. 1. rule based 2. classic ml 3. deep learning iterations
  31. 31. Intent Intelligence Technology Full stream
 of posts Neural Network post-processing
 to improve precision Stream of posts containing intent enriched with intent objects ML-based discovery of new intent patterns Intent patterns 
 and markers set (common & case- specific) Intent 
 matching Linguists Object 
 detection Spam filtering
  32. 32. Next steps
  33. 33. Ukrainian Facebook , Top users by engagement Russian users Pro Russian Lviv Army and Volunteers Politicians and journalists Showbiz Dog lovers Audience insights
  34. 34. Brand logo detection
  35. 35. Brand logo detection
  36. 36. трава природа Image recognition
  37. 37. Image recognition
  38. 38. Image recognition
  39. 39. Thank you for your attention!

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