Mobile and Social Media Marketing Analytics

Social Media Data Analysis Process

Sandip Mukhopadhyay
August, 2018
Topic Modelling…
• Topic models are algorithms for discovering the main themes that pervade
a large and otherwise unstructured collection of documents.

• Topic models can organize the collection according to the discovered

themes.
Topic Modelling…
• Topic modelling offers a solution to manage large document archives

• It doesn’t require any prior annotations or labelling of the documents.

• The goal is to automatically discover the topics form a collection of

documents.

• The documents are observed, while the topics are hidden.

Topic Modelling…
• Unsupervised learning.

• Uses probabilistic model, not semantic model.

• We don’t need to conduct Bag of Words analysis prior to topic modelling.

Topic Modelling with 17000 articles from Journal ‘Science’
Topic Modelling…
Data Table

• We can observe the output in a Data Table.

• Tokens are in rows and retrieved topics in columns.

• Values represent how much a word is represented in a

topic.
LSI Model
• LSI provides both positive and negative weights per topic.
• A positive weight means the word is highly representative of
a topic,
• while a negative weight means the word is highly
unrepresentative of a topic (the less it occurs in a text, the
more likely the topic).
• Positive words are colored green and negative words are
colored red.
Difference between Topic Modelling
and Clustering…
Thank You