Download The Apriori Algorithm

Welcome
Objectives
Data Mining
Data Mining in
Social Media
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
By:
Anthony Smith & Joey Fazzani
Objectives
Welcome
Objectives
Data Mining
Things to learn;
Social Media
Scale
• Sentiment analysis
• Use of algorithms
• Uses and benefits of mining social
media
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
What is Data Mining?
Welcome
Objectives
Data Mining
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
http://findicons.com/search/data-mining
K-Means Algorithm
Uses and benefits
“Generally, data mining (sometimes called data or knowledge
discovery) is the process of analysing data from different perspectives
and summarizing it into useful information - information that can be Summary
used to increase revenue, cuts costs, or both.”
http://www.anderson.ucla.edu/faculty/jason.frand/teacher/technologies/p
alace/datamining.htm
What is Social Media?
Welcome
Objectives
Data Mining
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
http://www.417marketing.com/wp-content/uploads/2013/08/SocialMedia.jpg
Social media is digital content and interaction that is created by and
between people.
http://heidicohen.com/social-media-definition/
Summary
Scale
Welcome
Objectives
Data Mining
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
http://www.reachsolutions.co.nz/services/social-media-marketing
Interaction:
• Users
• Users
Users
Content
Summary
Mining Social Media
Welcome
Objectives
What data to extract?
Data Mining
Social Media
• Enough to be meaningful Scale
• Needs to be scoped
Mining Social Media
• Within system capability
http://www.dundas.com/blog-post/the-perils-of-big-data/
Data Collection
Apriori Algorithm
K-Means Algorithm
• Continuously Changing
• As data changes, ACT
http://www.hardcorehockey.co.uk/article/on-the-pitch/warm-up/warm-uparm-swings
Uses and benefits
Summary
Data Collection
• Twitter
Welcome
Objectives
Data Mining
Social Media
• Unstructured Data
Scale
Mining Social Media
• Tweets: long string of text
• Author
• text of tweet
• Hashtag
• Etc.
• Break down into columns.
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
Data Collection(2)
Welcome
Objectives
Data Mining
Social Media
• Enter Key words to search for
• Enter Duration
Scale
Mining
GrowthSocial Media
Data
Collection
Representation
• IPhone, IOS
• Android
• Blackberry
Apriori
Mining Algorithm
Social Media
K-Means
Algorithm
Data Collection
Uses
and
benefits
Apriori
Algorithm
Summary
K-Means Algorithm
Uses and benefits
Summary
Data Collection(3)
Welcome
Objectives
Data Mining
Sentiment analysis
• Look in text field for
Social Media
Scale
Mining
GrowthSocial Media
• Good
• Love, great, etc.
• Bad
• Hate, doubt, etc.
“Love my new iPhone #happy”
Data
Collection
Representation
Apriori
Mining Algorithm
Social Media
K-Means Algorithm
Uses
and
benefits
Apriori
Algorithm
Summary
K-Means Algorithm
Uses and benefits
Summary
“Hate my new iPhone #broken”
Data Collection(4)
Welcome
Objectives
Data Mining
Social Media
• Wealth of information
Scale
Mining
GrowthSocial Media
• In 3 min = 398 tweets
• 398 * 20 = 7, 960 = 1 HOUR
• 7, 960 * 24 = 191, 040 DAY
Could be GB, TB or PB of information
http://www.youtube.com/watch?v=Jqq66INlQ0U
Data
Collection
Representation
Apriori
Mining Algorithm
Social Media
K-Means Algorithm
Uses
and
benefits
Apriori
Algorithm
Summary
K-Means Algorithm
Uses and benefits
The Apriori Algorithm
Welcome
Objectives
Data Mining
• Used to find Association Rules
Social Media
Scale
• Especially significant in customer
transactions
Customer
Items Bought
1
A, D. F G
2
B, C D, G
3
D, H
4
A, B, H
D, F, G
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
The Apriori Algorithm
Welcome
Objectives
Data Mining
• With the data from the database
• Association rules
• Identifies which OS systems are
mentioned with positive or
negative comments most
frequently.
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
The Apriori Algorithm
Welcome
Objectives
Data Mining
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
http://en.wikipedia.org/wiki/Apriori_algorithm
The Apriori Algorithm
Welcome
Objectives
Database
Data Mining
Tweet
Key Words in the tweet
1
IOS, Iphone, Apple
2
Android, IceCream, JellyBean
3
IOS, IceCream, Android, Iphone, JellyBean
4
Amdroid, JellyBean
Social Media
Scale
Data Collection
Scan Database
Apriori Algorithm
C1
Keyword
Frequency
IOS
2
IceCream
3
Iphone
3
Apple
1
JellyBean
3
Mining Social Media
L1
Drop anything Keyword
Under 0.5
IOS
K-Means Algorithm
Frequency
Uses and benefits
2
Summary
IceCream
3
Iphone
3
JellyBean
3
The Apriori Algorithm
Welcome
Objectives
L1
Data Mining
Keyword
Frequency
IOS
2
Instances
Frequency
IceCream
3
[IOS, IceCream]
1
Scale
Iphone
3
[IOS, Iphone]
2
JellyBean
3
Mining Social Media
[IOS JellyBean]
1
[IceCream, Iphone]
2
[IceCream, JellyBean]
3
Apriori Algorithm
[Iphone, JellyBean]
2
K-Means Algorithm
C2
Social Media
Data Collection
Uses and benefits
C3
Instances
Frequency
IOS, Iphone
2
IceCream, Iphone
2
IceCream, JellyBean
3
Iphone, JellyBean
2
Summary
The Apriori Algorithm
Welcome
Objectives
Introduction
Data Mining
“IPhone is good”
X
Social Media
Y
Scale
Mining Social Media
Relationship
Data Collection
Apriori Algorithm
X
K-Means Algorithm
Y
Uses and benefits
IPhone is good
consequent
antecedent
Android is bad
Summary
The K-means Algorithm
Welcome
Objectives
Data Mining
K-means consumer clustering we can decipher
• The most popular OS within clusters
• What users are more likely to continue
using given OS and which are likely to
change.
• Collect data that can infer marketing
decisions
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
The K-means Algorithm
Article
Nergis Yılmaz and Gülfem Işıklar Alptekin
http://www.iaeng.org/publication/WCE2013/WCE2013_pp1611-1616.pdf
Welcome
Objectives
Data Mining
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
http://www.imore.com/sites/imore.com/files/styles/large/public/field/im
age/2013/09/pink_iphone5c.png?itok=WuLq66WY
Uses and benefits
within Social Media
Welcome
Objectives
Data Mining
Social Media
• Useful for finding customer groups
that share interests.
Scale
Mining Social Media
Data Collection
• Marketing campaigns can be
altered to
• target specific areas to generate
revenue
• to meet consumer needs.
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary
What we’ve learnt
today
• Sentiment analysis
• Apriori algorithm
• Uses and benefits of mining social
media
Welcome
Objectives
Data Mining
Social Media
Scale
Mining Social Media
Data Collection
Apriori Algorithm
K-Means Algorithm
Uses and benefits
Summary