4620 (CAOLab) Classification and Algorithmic Operations Lab(1)(1) (1)-4 PDF

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Digital Analytics for Marketing 4620 (CAOLab) - Classification and Algorithmic Operations Lab © Marshall Sponder 2020 Student Name: Nuzhat Zaman Class: MKT 4620 The following is prepared text that the student will analyze for various text analytics operations as covered in the Text Analytics and Algorithms chapter in the course pack or the DAFM book (Chapter 10). Eventually, readers will gain an understanding for what these platforms and programming structures.

NOTE: This lab will take a while to do so don’t try to rush it! 0. Review videos on the Machine Learning Crash Course in Section 5 in their entirety – the Urls for each video are as follows: •

https://youtu.be/GvYYFloV0aA

•

https://youtu.be/a0_lo_GDcFw

•

https://youtu.be/4qVRBYAdLAo

1. Read the article on Southend Pier, a long news clipping, and analyze it for the following: [http:// www.telegraph.co.uk/travel/destinations/europe/united-kingdom/england/articles/southend-pier-in-numbers/] Do the letter steps one at a time. A. Polarity Analysis: (+/-) [tone of the text]. them for polarity.

Look for a few snippets of text in the article and analyze

Question: Since this is a long article and potentially have more than one person who worked on it, might the report reflect many tones? Text

Positive

Negative

Observation

Example:” The pier attracted as many as 5.75m visitors a year in the late Forties and early Fifties – with new attractions including the Dolphin Cafe, the Sun Deck Theatre, the Solarium Cafe and a Hall of Mirrors. The heyday wouldn’t last – the rise of overseas package holiday in the Sixties would signal the start of a steady decline for both the town and the pier.

Positive

The length of the structure is 7,080 feet or 2,158 meters or 1.34 miles. Which makes it the world’s longest pleasure pier. The world’s longest pier period is the disembarkation pier for cruise passengers at the Mexican city of progresso. It stretches 6,500 meters (4 miles) into the gulf of Mexico. Also, the pier now welcomes around 320,000 visitors a year. People often gather on the pier to mourn loved ones.

Positive

The passage has both polarities. Polarity with context (what the polarity applies to) is probably not very useful.

The pier was sold in 1846 for this sum after its owners ran into financial bother During the second world war, the pier and its surroundings were taken over by the royal navy to serve as a mustering point for convoys. A total of 3,367 convoys comprising 84,297 vessels departed from the HMS west cliff , as it was known during the conflict

Negative

Negative

Positive

Negative

The pier closed in 1980, but protests persuaded the council to spend 1.3m making necessary repairs. A further setback came in 1986, however, when the MV sailed off and cut through the pier, leaving a 70 foot gap. A man was reportedly using the pier loos at that time and managed to escape just before being toppled into the sea.

Positive

Negative

B. Entity Identification. Let’s try to figure out the entities with the text verbatim. Text

Person

Place

Noun

Observation

Example:” The pier attracted as many as 5.75m visitors a year in the late Forties and early Fifties – with new attractions including the Dolphin Cafe, the Sun Deck Theatre, the Solarium Cafe and a Hall of Mirrors. The heyday wouldn’t last – the rise of overseas package holiday in the Sixties would signal the start of a steady decline for both the town and the pier.

5.75 m Visitors

New attractions, Dolphin Care, Sun Deck Theatre, Solarium Café, Hall of Mirrors, pier

Overseas package holiday, The Sixties, The Forties, Early Fifties, Pier, heyday

Very inexact, the classifier (me) is applying own rules, each classifier may classify subjectively, or in their own way.

The total length of the structure is 7,080 feet which makes it the world’s longest pleasure pier.

Cruise Disemb Pier, passeng ark Mexica ers ation n pier, Mexica n

The world’s longest pier period is the disembarkation pier for cruise passengers at the Mexican city of progresso. It stretches 6,500 meters into the gulf of Mexico.

City, City, gulf of Gulf of Mexico Mexico

The pier was sold in 1846 for this sum after in owners ran into financial bother

Owners The pier

During the second world war, the pier Royal and its surroundings were taken over Navy by the royal navy to serve as a mustering point for convoys. A total of 3,367 convoys comprising 84,297 vessels departed from the HMS west cliff , as it was known during the conflict

Second world war, the pier, HMS west cliff

Pier

The pier, royal navy, HMS west cliff

The pier closed in 1980, but protests persuaded the council to spend 1.3m making necessary repairs. A further setback came in 1986, however, when the MV sailed off and cut through the pier, leaving a 70 foot gap. A man was reportedly using the pier loos at that time and managed to escape just before being toppled into the sea.

A man

The Pier

MV kings abbey pier

C. Emotion Identification: Let’s try to determine the emotions in a text verbatim based on the chart below.

Source: https://www.psychologytoday.com/us/blog/hide-and-seek/201601/what-are-basic-emotions Text

Emotion

Observation

Example:” The pier attracted as many as 5.75m Regret? visitors a year in the late Forties and early Fifties – with new attractions including the Dolphin Cafe, the Sun Deck Theatre, the Solarium Cafe and a Hall of Mirrors. The heyday wouldn’t last – the rise of overseas package holiday in the Sixties would signal the start of a steady decline for both the town and the pier.

Most of the article is factual and written in a neutral tone. Emotion needs to point to a subject/noun otherwise it is unclear what action to take on it (author’s opinion). Also, how many emotions are we classifying by and what are they? (6, 8, 16, etc.).

The total length of the structure is 7,080 feet which makes it the world’s longest pleasure pier.

Amazement

The world’s longest pier period is the disembarkation pier for cruise passengers at the Mexican city of progresso. It stretches 6,500 meters into the gulf of Mexico.

Amazement

The pier was sold in 1846 for this sum after in owners ran into financial bother

Sadness

During the second world war, the pier and its surroundings were taken over by the royal navy to serve as a mustering point for convoys. A total of 3,367 convoys comprising 84,297 vessels departed from the HMS west cliff , as it was known during the conflict

Terror

The pier closed in 1980, but protests persuaded the council to spend 1.3m making necessary repairs. A further setback came in 1986, however, when the MV sailed off and cut through the pier, leaving a 70 foot gap. A man was reportedly using the pier loos at that time and managed to escape just before being toppled into the sea.

Anger

D. Context Analysis: Determine the context of the communication / text. Text

Actor

Acting/Verb

Example:” The pier attracted as many as 5.75m visitors a year in the late Forties and early Fifties – with new attractions including the Dolphin Cafe, the Sun Deck Theatre, the Solarium Cafe and a Hall of Mirrors. The heyday wouldn’t last – the rise of overseas package holiday in the Sixties would signal the start of a steady decline for both the town and the pier.

The New Pier? Attractions? Visitors? Tourists

Place

Action/Event Observation

Southend Pier

Overseas package holiday, The Sixties, The Forties, Early Fifties, Pier, heyday

Hard to write a good classifier. Maybe we should start by figuring out what we need to break know from the text before we choose a classifier.

E. Topics and Trends Analysis – What operations would help on this article if they were performed? (pick 6 or 7 operations and define them. Example: NER would help structure the information. Named entity recognition: NER looks at recognizing nouns and could be used to extract persons, organizations, geographic locations, dates, monetary amounts, or the like from text, this works by looking at the words surrounding them.

F. How could Text Analytics be useful in your place of Business or University – fill out the table below as best you can. Area

Your Examples

Business Marketing Analytics Education

Example: The co-author works at two universities and it would be useful to use Text Analytics to University Syllabi parse Syllabi for compliance to learning goals, etc.

G. Fill in the Blanks based on Chapter 10 (course pack reading at bottom of Section 5): 1. What type of Model better predicts the real world? ____________________ 2. What are the most significant variables of this Model called? ____________ 3. Select type of Ontology should be applied to verbatim about Southend Pier (our example from A-E) – there probably is no one right answer as it depends on what the researcher / analyst is trying to achieve. a. General Ontology b. Coins of the world Ontology c. Travel Ontology d. English Slang Ontology e. Multiple Ontologies, perhaps General + Travel, applied successively.

H. Learning using Classifiers – Fill in the Blanks

INPUT: Image Classifier (see image)

We are going to train a visual classifier – after we do this enough, the classifier can operation on its own. This is called Machine learning. ITEM

Number (count SIZE function)

SHAPE

COLOR

BRAND (Logo recognition/ OCR via lookup database)

Example: Bottle

2

Cylindrical

Green

Pellegrino

1 foot

Example: Bottle

1

8 inches

Square

While

Unknown

Example: Bottle

1

1 foot

Cylindrical

Yellow

Unknown

Carrots

5

5-6 inches

Cone Shaped

Orange

N/A

Tomatoes

2

N/A

Circle

Red

N/A

Eggs

4

N/A

Oval Shaped

Light Brown

N/A

Box

1

5 inches

Square

Brown

Unknown

Limes/Lemon

5

N/A

Circle

Yellow Green

N/A

Eggplants

2

6 inches

Cone Shaped

Purple

N/A

Capsicum

1

N/A

Circle

Orange

N/A

Asparagus

12-13

3 inches

Spear Shape

Green

N/A

Yogurt

7

3 inches

Bowl Shaped

Vary

Chobani

Ketchup

1

8 inches

Cylindrical

Red

Heinz/Tobasco

We filled out the first 3 rows, fill out the rest of the table as far as you can go. When you’re done, the classifier may be considered trained for refrigerators.

I. Question: Provided that we had a image recognition program in place what would happen if we applied this classifier to this photos? (below):

Source: Marshall Sponder, Kennedy Space Center, December 2019 The accuracy results of the classifier would be (great/good/fair/poor) Great

What are the implications of classification (classifiers) for text analytics (free form answer) Classification is the process of predicting the class of given data points. Classes are sometimes called as targets/ labels or categories. Classification predictive modeling is the task of approximating a mapping function from input variables to discrete output variables. Classification belongs to the category of supervised learning where the targets also provided with the input data.

J. Unsupervised Learning: What type of algorithm learns on its own? (Select the best answer) a. K-Means b. Linear Regression c. Logarithmic Regression d. Vector Analysis

K. Fill in the Blanks on the diagram below. Which type is Supervised Learning, which type is Unsupervised?...