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TRANSCRIPT
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Introduction to Text Analytics
October 2, 2013
Dr. Stuart ShulmanPhone No.: +1-413-345-8939
E-mail: [email protected]
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The Value Proposition
Our solution helps users easily discover information to:• streamline business processes
• increase ROI & create new business opportunities
• identify positive and negative trends
• discover unique, rare or unexpected information
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How Do These Tools Help Analysts?
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What This Means for Analysis
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The Core MethodsCoding and Classifying Text Data
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Iteration and Re-Use Are Critical Techniques
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Measure Everything Starting With Human Agreement
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The Core DiscoverText Approach
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An Indispensable Role for Humans
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Innovation Happens in Groups
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“CoderRank” – A Lifetime Accuracy Measurement
Vision Critical Patent Pending – “Enhanced Machine Learning”
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Five Essential Tools for Text Analytics
1. Search
2. Filtering on Metadata
3. Human Coding
4. Automated Clustering
5. Machine Classification
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A Social Media Use CaseSifting and Sorting Relevant Data
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Great Researchers Demand Transparent Tools
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The HMC is a Leading Edge Gnip Customer
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Gnip Data Streams and Search Filters
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Fair Warning
This part of the presentation contains strong and potentially quite offensive, inappropriate, disturbing, or just completely stupid language.
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Studying Media Campaign Effects
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Create Custom Machine Classifiers
Yes
No
No
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Search is Fundamental for Purposive Sampling
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Defined Search Speeds Up Discovery
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Tumblr. – “The Wild West of the Internet”
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Stupid Stuff People Do & Tweet
redacted
redacted
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Are These Tweets Just Social Garbage?
redacted
redacted
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Signs of Health Fear Engagement
redacted
redacted
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An IdeaScreen Use CaseConcept Testing Data
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Raw VoC Data: A Fortune 500 Tech Company
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Near Duplicate Clusters Can Be Interesting
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Two Naturally Occurring Clusters of Free Text
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Wherever Humans Go in Numbers, There Are Clusters
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1st Wave of Human Coding Blazes a Trail
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A „Simple‟ Coding Scheme with No Coder Training
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Filtering Based on Classifier Scores
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Testing Coder Agreement on a Small Sample
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Measuring Inter-Coder Agreement
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Validation of Coders & Codes
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Text Analytics is a Series Buckets & Datasets
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Breaking Down Concerns by Subtype
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Breaking Down Advocacy by Pro and Con
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A New Vision Critical Front EndThe First Preview of the New Release
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The New VC Front End for DiscoverText
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Coding Items to Train a Classifier
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Leverage Item Metadata While Coding or Filtering
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Code Items in a List View