This book focuses on data and how modern business firms use social data, specifically Online Social Networks (OSNs) incorporated as part of the infrastructure for a number of emerging applications such as personalized recommendation systems, opinion analysis, expertise retrieval, and computational advertising. This book identifies how in such applications, social data offers a plethora of benefits to enhance the decision making process.
This book highlights that business intelligence applications are more focused on structured data; however, in order to understand and analyse the social big data, there is a need to aggregate data from various sources and to present it in a plausible format. Big Social Data (BSD) exhibit all the typical properties of big data: wide physical distribution, diversity of formats, non-standard data models, independently-managed and heterogeneous semantics but even further valuable with marketing opportunities.
The book provides a review of the current state-of-the-art approaches for big social data analytics as well as to present dissimilar methods to infer value from social data. The book further examines several areas of research that benefits from the propagation of the social data. In particular, the book presents various technical approaches that produce data analytics capable of handling big data features and effective in filtering out unsolicited data and inferring a value. These approaches comprise advanced technical solutions able to capture huge amounts of generated data, scrutinise the collected data to eliminate unwanted data, measure the quality of the inferred data, and transform the amended data for further data analysis. Furthermore, the book presents solutions to derive knowledge and sentiments from BSD and to provide social data classification and prediction. The approaches in this book also incorporate several technologies such as semantic discovery, sentiment analysis, affective computing and machine learning.
This book has additional special feature enriched with numerous illustrations such as tables, graphs and charts incorporating advanced visualisation tools in accessible an attractive display.
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Big data is no more “all just hype” but widely applied in nearly all aspects of our business, governments, and organizations with the technology stack of AI. Its influences are far beyond a simple technique innovation but involves all rears in the world. This chapter will first have historical review of big data; followed by discussion of characteristics of big data, i.e. the 3V’s to up 10V’s of big data. The chapter then introduces technology stacks for an organization to build a big data application, from infrastructure/platform/ecosystem to constructional units/components; following by several successful examples. Finally, we provide some big data online resources for reference.
Chapter 2: Credibility and influence in social big data
Online Social Networks (OSNs) are a fertile medium through which users can express their sentiments and share their opinions, experiences and knowledge of several topics. There is a deficiency of assessment mechanisms that incorporate domain-based trustworthiness. In OSNs, determining users’ influence in a particular domain has been driven by its significance in a broad range of applications such as personalized recommendation systems, opinion analysis, expertise retrieval, to name a few. This chapter presents a comprehensive framework that aims to infer value from BSD by measuring the domain-based trustworthiness of OSN users, addressing the main features of big data, and incorporating semantic analysis and the temporal factor.
Chapter 3: Semantic data discovery from social big data
The challenge of managing and extracting useful knowledge from social media data sources has attracted much attention from academia and industry. Social big data is an important big data island; thus, social data analytics are intended to make sense of data and to obtain value from data. Social big data provides a wealth of information that businesses, political governments, organisations, etc. can mine and analyse to exploit value in a variety of areas. This chapter discusses the development of an approach that aims to semantically analyse social content, thus enriching social data with semantic conceptual representation for domain-based discovery.
Chapter 4: Predictive analytics using social big data and machine learning
Previous works in the area of topic distillation and discovery lack an appropriate and applicable technical solution that can handle the complex task of obtaining an accurate interpretation of the contextual social content. This is evident through the inadequacy of these endeavours in addressing the topics of microblogging short messages like tweets, and their inability to classify and predict the messages’ actual and precise domains of interest at the user level. Hence, this chapter intends to address this problem by presenting solutions to domain-based classification and prediction of social big data at the user and tweet levels incorporating comprehensive knowledge discovery tools and well-known machine learning algorithms.
Chapter 5: Affective design in the era of big social data
In today’s competitive market, product designers not only need to optimize functional qualities when developing a new product, but also they need to optimize the affective qualities of the product. The reason is that products with high affective qualities is more likely to attract more potential consumers to buy. In the past, affective design is generally conducted based on the limited amount of customer survey data which is collected from marketing questionnaires and consumer interviews. Since the data amount is limited, the affective design cannot fully reflect the current or even the recent situation of the marketplaces. Thanks to the advanced computing and web technologies, big data from social media or product reviews in web can be used to conduct affective design. Computational technologies involved with big data analysis are recently more popular to be implemented on affective design. This chapter reviews computational techniques for affective design. The reviews are based on two main streams of data namely small data which is collected from customer survey and big data collected from social media or product reviews in web. The limitations and advantages are discussed when these two main streams of data are implemented. The challenges of implementing big data for affective design are also discussed.
Chapter 6: Social sentimental analysis
Sentiment Analysis (a.k.s Opinion mining) intends to discover public opinions, sentiments towards other entities. This chapter introduces how to apply big data technology to keep the track of sentiments/opinions of public news media on give topics such as real-estate market in Australia. We first describe the big data framework, a Hadoop cluster, employed in our project. Followed by a detailed description of approaches and models utilized in our research; experimental design, and experiment data set statistics. We presented our experimental results with a list of tables and figures to demonstrate how big data techniques can successfully illustrate news media’s sentiments towards the Australia real-estate market from different angles based on our big data set collected from the Web.
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