citizen sensing: opportunities and challenges in mining social signals and perceptions
DESCRIPTION
Invited talk at Session on Semantic Knowledge for Commodity Computing, at Microsoft Research Faculty Summit 2011, July 19-20, 2011, Redmond, WA. http://research.microsoft.com/en-us/events/fs2011/default.aspxTRANSCRIPT
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Citizen Sensing
Amit P. Sheth [email protected]
LexisNexis Ohio Eminent ScholarOhio Center of Excellence in Knowledge enabled Computing (Kno.e.sis)Wright State University, Dayton, OH http://knoesis.org
Opportunities and Challenges in Mining Social Signals and Perceptions
Thanks: Kno.e.sis team, esp. Wenbo Wang, Chen Lu, Cory, Hemant, Pavan
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Semantics as core enabler, enhancer @ Kno.e.sis
Ohio Center of Excellence in Knowledge-enabled
Computing
one of the two largest academic
groups in Semantic Web;
multidisciplinary
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BLENDED BROWSING & QUERYING
ATTRIBUTE & KEYWORDQUERYING
uniform view of worldwide distributed assets of similar type
SEMANTIC BROWSING
Targeted e-shopping/e-commerce
assets access
Taalee Semantic/Faceted Search & Browsing (1999-2001)
Taalee Semantic Search ….
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Search for company
‘Commerce One’
Links to news on companies that compete against
Commerce One
Links to news on companies Commerce One competes
against(To view news on Ariba, click
on the link for Ariba)
Crucial news on Commerce One’s
competitors (Ariba) can be accessed easily and
automatically
Semantic Search/Browsing/Directory (2001-….)
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System recognizes ENTITY & CATEGORYRelevant portionof the Directory is automatically presented.
Semantic Search/Browsing/Directory (2001-….)
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Users can exploreSemantically related
Information.
Semantic Search/Browsing/Directory (2001-….)
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Semagix Freedom for building ontology-driven information system
Extracting Semantic Metadata from Semistructured and Structured Sources (1999 – 2002)
Managing Semantic Content on the Web
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Fast forward to 2010-2011
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Text(formal/Informal)
Multimedia Content and Web data
Metadata Extraction
Patterns / Inference / Reasoning
Domain Models
Meta data / Semantic Annotations
Relationship Web
SearchIntegrationAnalysisDiscoveryQuestion AnsweringSituational Awareness
Sensor Data
RDB
Structured and Semi-structured data
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Let Us Start with Social Data
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Jan. 2011Egypt Protest
Image:http://bit.ly/qmDocA
Image:http://bit.ly/qHI7wI Image:http://bit.ly/g4yPXS
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Mar. 2011
Japan Earthquake and Tsunami
http://cnet.co/jdQgME
http://bit.ly/gWboib
Image:http://bit.ly/fl4gEJhttp://bit.ly/nP1E4q
Recently funded NSF proposal: Social Media Enhanced Organizational Sensemaking in Emergency Response
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Jul. 2011I-75 Traffic Jam in
US
Image:http://bit.ly/nqq6Wj
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Citizen SensingWho?
An interconnected network of peopleWhat?
Observe, report, collect, analyze, and disseminate information
How?Via text, audio, video and built in device sensor (and smart devices)
Image: http://bit.ly/nvm2iP
"Citizen Sensing, Social Signals, and Enriching Human Experience”, Internet Computing, July-Aug. 2009
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Enablers: Mobile Devices & Ubiquitous Connectivity
Mobile Platforms Hit Critical Mass, Over 5 billions users 1+B with internet connected mobile devices (2010)Smartphones > PCs + Notebooks > Notebooks + Netbooks (2010E)500K+ mobile phone applications74% of mobile phone users (2.4B) worldwide used SMS (2007)
Mobile is Global; Ubiquitous; 24x7Built in sensors
environmental, biometric/biomedical,...Image: http://bit.ly/mYqcPF
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Enablers: Web 2.0 & Social MediaA huge number of users
750M+ active Facebook Users1+B tweets/wk; 175M+ Twitter usersInternet Users: 2 Bln
Image: http://bit.ly/euLETT
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Role of Semantics in Citizen SensingKey of citizen sensing: extract metadata/annotate
different types of metadata (depend on application need)Spatial, temporal, thematic: key phrase, named entity, relationship, topic/category, event descriptors, sentiment …People, network, content
Semantics: provide the meaning of datavarious forms of semantic models: core vocabularies/nomenclatures, community created dictionaries/folksonomies/reference databases, automatically extracted domain models, manually created taxonomies, formal ontologiesdeal with complexities of user generated data; supplement well-known statistical and natural language processing (NLP) techniques
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Research Application: Twitris
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Twitris - Motivation
Image: http://bit.ly/etFezl
What were people in U.S.A. saying about Bin Laden’s death?How about people in Egypt?How about people in India?
TOO MANY tweets to be read each day!!!
TwitrisNow: WHEN, WHERE, People are talking WHATFuture: socio, cultural, behavioral studies
‘Spatio-Temporal-Thematic Analysis of Citizen-Sensor Data – Challenges and Experiences’, 2009
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Twitris: Semantic Social Web Mash-upSelect topicSelect
dateTopic tree
Spatial Marker
N-gram summaries
Wikipedia articles
Reference newsRelated tweets
Images & Videos
Tweet traffic Sentiment Analysis
More: TWITRIS
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Analyzing Events from Temporal PerspectiveHow did tweets in United States on the death of
Bin Laden evolve over time?
May 2nd
May 4th
RT @ReallyVirtual: Here's a picture of OBL's hideout in Abbottabad, as shared by a friend @Rahat http://yfrog.com/h7w4izmj
“RT @TWlTTERWHALE: Please do not click on any links saying Osama Bin Laden EXECUTION Video! This is a virus that hacks accounts. ”Img:http://www.twitpic.com/4t1mt0
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Analyzing Events from Spatial PerspectiveTweets (Death of Bin Laden) in Egypt VS tweets
in India
May 2nd
Egypt
May 2nd
India
“RT @mvatlarge: U.S. has given Pakistani military nearly $20 billion since 9/11 for the privilege of housing bin Laden: http://is.gd/xegnFm”
“#Egypt foreign minister: Egy gov't has no official comment but we condemn all forms of violence in international relations. #osama #obl”
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A sample of current research @ Kno.e.sis demonstrating role of semantics in Citizen Sensing & Social Media Analysis
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User-communityEngagement Analysis
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Image: http://itcilo.wordpress.com
User-community EngagementHow do we understand the phenomenon of user participation (engagement) in topic discussions?
How communities form during the product launch?What factors can attract users to engage in these communities, therefore further spreading the message?How quickly we can disseminate information between resource providers and people in need of resources in case of emergency?
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Analysis Framework:People-Content-network Analysis (PCNA)
28Understanding User-Community Engagement by Multi-faceted Features: A Case Study on Twitter. SoME @ WWW2011.
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Three Sets of FeaturesContent features [Characteristics of tweets posted by active friends of U]:
keywords: number of event-relevant keywords hashtags: number of event-relevant hashtagsretweet: number of retweetsmention: number of mentionsurl: number of relevancy-adjust hyperlinks
Irrelevant hyperlink is given number -1subjectivity: Subjectivity scores for words and emoticonsLinguistic Cues (LIWC1 analysis): Features for the language usage. Top-3 transformed features using Principle Component Analysis (PCA) extracted
Community features: [Characteristics of the active community/network under consideration]wccSize: size of the weakly-connected component (WCC) which U’s friends belongs to in the active network.wccPercent: ratio of wccSize to the size of the active network.connectivity: number of active friends (i.e. followees) in the community.communitySize: size of the active community.
Author features [Characteristics of friends that U is following]:Only friends in the active community are considered.logFollower: logarithm of follower countlogFollowee: logarithm of followee countKlout[1]: a integrated measure of user influence and popularityOther profile information and activity history[2].
Which set is more important?
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Experiments: Results
30Summary of Prediction Accuracy (%)Statistical significant results are in bold
Event-Type
Content is the key to understand user
community engagement
Performance
High LowContent People NetworkAll
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External Knowledge
basesDynam
ic Domai
n Model for the event
Event oriented
Community
Social Network
Mined User Interests and User
Types
User Profiles
SEMANTIC ASSOCIATION TO UNDERSTAND ENGAGEMENT LEVEL &IMPROVE IE
Background Knowledge to improve Social Data Analysis
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Analysing the Content can be Hard…
Using a domain model (E.g., MusicBrainz)Using context cues from the content
• e.g. new Merry Christmas tuneReduce potential entity spot size (with restrictions)
• e.g. new albums/songs
Is Merry Christmas a song? If it is, which ‘Merry Christmas’ since there are 60 songs of the same name.
‘So Good’ is also a song!
‘Multimodal Social Intelligence in a Real-Time Dashboard System’ VLDB Journal 2010
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Real Time Social Media Data Analysis
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MotivationPeople can’t wait for Information
Disaster ManagementUshahidi (www.ushahidi.org)
Real-Time MarketsRealTimeMarkets (http://www.realtimemarkets.com/)
Brand TrackingTwarql (http://wiki.knoesis.org/index.php/Twarql)
Movie reviewsFlicktweets (www.flicktweets.com)
Journalism
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ScenariosBrand Tracking
Give me a stream of locations where Kinect is being mentioned right nowGive me all people that have said negative things about Kinect
How can we do this?
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Twarql (Twitter Feeds through SPARQL)Semantically annotate tweets with entities, hashtags, URLs, sentiments, etc.Encode content in a structured format (RDF) using shared vocabularies (FOAT, SIOC, MOAT, etc.)Structured querying of tweetsSubscribe to a stream of tweets that match a given queryReal-time delivery of streaming data.
More: TWARQL
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Twarql Architecture
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Back to the ScenarioGive me a stream of locations where Kinect is being mentioned now
Give me all people that have said negative things about Kinect
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Dynamic Domain Models for Semantic Analysis of Real-Time Data
akaContinuous Semantics
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MotivationSemantic processing using a model of the domain
But it is difficult to model dynamic domains on social webspontaneous (arising suddenly)real-time data requiring continuous searching and analysisdistributed participants with fragmented and opinionated informationdiverse viewpoints involving topical or contentious subjectsfeature context colored by local knowledge as well as perceptions based on different observations and their socio-cultural background.
More: Continuous Semantics
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Dynamic Model CreationHeliopolis is a
suburb of Cairo.
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Events
Dynamic Evolving Models to underpin Semantics“Both Ahmadinejad &
Mousavi declare victory in Iranian Elections.”
“situation in tehran University is so worrisome. police have attacked to girls dormitory #tehran #iranelection”
“Reports from Azadi Square - 4 people killed by police, people killed police who shot. More shots being fired #iranelections”June 12 2009 June 13 2009 June 15 2009
Key phrasesM
odels
Ahmadinejad & Mousavi are politicians in
Iran
Tehran University is a University in
Iran
Azadi Square is a city square in
Tehran
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Sentiment/Opinion Extraction
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ChallengesDomain/Topic-dependency: spotting the target of the sentiment is as important as finding sentiment itself
E.g., “long river” (no sentiment), “long battery life” (positive), or “long time for downloading” (negative).
Context-awareness : encoding the context information into the extracted sentiment
E.g., “must watch a movie today” (no sentiment) and “this movie is a must see” (positive).
Informal language (abbreviations, misspelling, slang...): using Urban Dictionary
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The Usage of Background Knowledge
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Real Time Feature Stream
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Static Document and
files
Real-Time Sensor, Social,
Multi-media data
Dynamic User Generated
Content
1990’s
2000’s
2010’s
Web DATA evolved over time
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So what?
Semantic AbstractionOverwhelming amount of raw sensor data doesn’t make much sense to decision makers
Time 6pm 7pm 8pm 9pmTemperature 1(C) -1 -2 -4 -4Rainfall (mm/h) 0.5 1 1 0
Does -1,-2,-4,-4 make any sense to
you?
Freezing temperatureRain
What if the data is from sensors on a highway?Freezing temperature + rain => icy roadClose the highway? OR Spread salt on the road to melt ice?
Semantic Sensor Web Demo
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Ohio Center of Excellence on Knowledge-Enabled Computing (Kno.e.sis)
49
A cross-country flight from New York to Los Angeles on a Boeing 737 plane generates a massive 240 terabytes of data
- GigaOmni Media
Higginbotham, S. (2010, September). Sensor Networks Top Social Networks for Big Data. Gigaom.com. http://gigaom.com/cloud/sensor-networks-top-social-networks-for-big-data-2/.
But a pilot or a ground engineer at the destination is interested in very smallnumber of events and associated observational data that are relevant to their work.
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Huge amount of
Raw Sensor Data
Background Knowledge
Features representing Real-
World events
ABSTRACTION
Blizzard
Rain Storm
Abstraction
More: Semantic Sensor Web
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Weather Alert ApplicationDetection of events, such as blizzards, from weather station observations
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Evaluation• Data Used: Nevada Blizzard (April 1st – April 6th) 70% Data
clear
30% Feature Observed
Show me which places had blizzard in past 24
hrs
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Evaluation (cont.)• Data Used: Nevada Blizzard (April 1st – April 6th) Amount of Raw
Sensor Data
Amount of Abstraction
Data
Abstraction can:1. Make sense out of raw data2. Greatly reduce the size of data
Semantic Scalability
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Traffic Application
Sensor data: 10 passing cars per minute
What might be the reason?
Reasons can be found via other types data: tweets, news papers,
etc.
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Integration and Abstraction of Traffic Data
Stratified explanation
Knowledge Models
Knowledge Model
Empowered
Abstraction
Different types of
Data
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Take Home Message
Amount of citizen sensing (and machine sensing) data is huge, varied, and growing rapidly. Search and Sift won’t work.
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Take Home Message (Cont.)
Semantics play a key role in refering "meaning" behind the data. Requires progress from keywords -> entities -> relationships -> events, from raw data to human-centric abstractions.
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Take Home Message (Cont.)
Wide variety of semantic models and KBs (vocabularies, social dictionaries, community created semi-structured knowledge, domain-specific datasets, ontologies) empower semantic solutions. This can lead to Semantic Scalability – scalability that is meaningful to human activities and decision making.
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Interested in more?Kno.e.sis Wiki for the following and more:
Computing for Human ExperienceContinuous Semantics to Analyze Real-Time DataSemantic Modeling for Cloud ComputingCitizen Sensing, Social Signals, and Enriching Human ExperienceSemantics-Empowered Social ComputingSemantic Sensor Web Traveling the Semantic Web through Space, Theme and Time Relationship Web: Blazing Semantic Trails between Web Resources SA-REST: Semantically Interoperable and Easier-to-Use Services and MashupsSemantically Annotating a Web Service
Tutorial: Citizen Sensor Data Mining, Social Media Analytics and Development Centric Web Applications (WWW2011)
Partial Funding: NSF (Semantic Discovery: IIS: 071441, Spatio Temporal Thematic: IIS-0842129), AFRL and DAGSI (Semantic Sensor Web), Microsoft Research (Semantic Search) and IBM Research (Analysis of Social Media Content),and HP Researh (Knowledge Extraction from Community-Generated Content).