Machine learning for social media analytics

Machine Learning for Social Media Analytics

Who I am

Yevhen TerpilData Scientist

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.

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.

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.

Key product featuresIn-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)

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 mouthNews

all mentionsSubsets of mentions

Mention classification

Irrelevant posts

Autotags

Smart tagsWord 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-IDF + Logistic Regression

4. Deep Learning

labeled data

SUPERVISED LEARNING

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

Text clustering

Word2Vec / FastText / Glove

Doc2Vec

TF-IDF + SVD

FastSent

SDAE

3. Text embeddings

2. Word embeddings

1. Classic approach UNSUPERVISED LEARNING

raw data

Word2Vec

ужин обед

перекус полдник омлет супчик

бутерброд овсяноблин завтраки десерт смузи

завтрака званый мюсли

завтрак

Word2Vec YouScan

News

Active discussion

Map of mentions

#SE2017 mentions

#SE2017, Word2Vec, collected by YouScan

#SE2017 mentions

#SE2017, Word2Vec, collected by YouScan

Active discussionsUkr language

SE2017 mentions

#SE2017, Word2Vec, collected by YouScan

LeadScanner

LeadScanner

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

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

Next steps

Ukrainian Facebook , Top users by engagement

Russian users

Pro Russian

Lviv

Army and Volunteers

Politicians and journalists

Showbiz

Dog lovers

Audience insights

Brand logo detection

Brand logo detection

трава

природа

Image recognition

Image recognition

Image recognition

Thank you for yourattention!