Automated curation of brand-related social media images with deep learning

This paper presents a work consisting in using deep convolutional neural networks (CNNs) to facilitate the curation of brand-related social media images. The final goal is to facilitate searching and discovering user-generated content (UGC) with potential value for digital marketing tasks. The images are captured in real time and automatically annotated with multiple CNNs. Some of the CNNs perform generic object recognition tasks while others perform what we call visual brand identity recognition. When appropriate, we also apply object detection, usually to discover images containing logos. We report experiments with 5 real brands in which more than 1 million real images were analyzed. In order to speed-up the training of custom CNNs we applied a transfer learning strategy. We examine the impact of different configurations and derive conclusions aiming to pave the way towards systematic and optimized methodologies for automatic UGC curation.Peer ReviewedPostprint (author's final draft

Harnessing the power of the general public for crowdsourced business intelligence: a survey

International audienceCrowdsourced business intelligence (CrowdBI), which leverages the crowdsourced user-generated data to extract useful knowledge about business and create marketing intelligence to excel in the business environment, has become a surging research topic in recent years. Compared with the traditional business intelligence that is based on the firm-owned data and survey data, CrowdBI faces numerous unique issues, such as customer behavior analysis, brand tracking, and product improvement, demand forecasting and trend analysis, competitive intelligence, business popularity analysis and site recommendation, and urban commercial analysis. This paper first characterizes the concept model and unique features and presents a generic framework for CrowdBI. It also investigates novel application areas as well as the key challenges and techniques of CrowdBI. Furthermore, we make discussions about the future research directions of CrowdBI

ANALYZING IMAGE TWEETS IN MICROBLOGS

Ph.DDOCTOR OF PHILOSOPH

Affecting public opinions via social media--opinion leaders use of Weibo

This thesis analyzed opinion leaders' use of Weibo to investigate their online behaviors, and to see if gender and fields of expertise will affect opinion leaders' use of Weibo. The study will help people to better understand how opinion leaders in China use Weibo for their daily information consumption and communication, and will give us suggestive answers to the question of how to use Weibo to spread information effectively. Through online observation and content analysis, this study categorized the general online behavior patterns of opinion leaders' use of Weibo, and found that gender is positively correlated to the externality of the tweets and the aggressiveness of the tweets, while fields of expertise is negatively correlated to tweets' popularity. The study contributes to the current literatures by bringing new understanding to agenda setting theory, the concept of gatekeeping and agenda melding in the digital age, and the findings may help us better understand how opinion leaders in China consume and communicate information on Weibo, from both qualitative and quantitative perspectives, and shed light on the influence of opinion leaders' gender and fields of expertise on their communication behavior on Weibo

Hyperlink-extended pseudo relevance feedback for improved microblog retrieval

Microblog retrieval has received much attention in recent years due to the wide spread of social microblogging platforms such as Twitter. The main motive behind microblog retrieval is to serve users searching a big collection of microblogs a list of relevant documents (microblogs) matching their search needs. What makes microblog retrieval different from normal web retrieval is the short length of the user queries and the documents that you search in, which leads to a big vocabulary mismatch problem. Many research studies investigated different approaches for microblog retrieval. Query expansion is one of the approaches that showed stable performance for improving microblog retrieval effectiveness. Query expansion is used mainly to overcome the vocabulary mismatch problem between user queries and short relevant documents. In our work, we investigate existing query expansion method (Pseudo Relevance Feedback - PRF) comprehensively, and propose an extension using the information from hyperlinks attached to the top relevant documents. Our experimental results on TREC microblog data showed that Pseudo Relevance Feedback (PRF) alone could outperform many retrieval approaches if configured properly. We showed that combining the expansion terms with the original query by a weight, not to dilute the effect of the original query, could lead to superior results. The weighted combine of the expansion terms is different than what is commonly used in the literature by appending the expansion terms to the original query without weighting. We experimented using different weighting schemes, and empirically found that assigning a small weight for the expansion terms 0.2, and 0.8 for the original query performs the best for the three evaluation sets 2011, 2012, and 2013. We applied the previous weighting scheme to the most reported PRF configuration used in the literature and measured the retrieval performance. The P@30 performance achieved using our weighting scheme was 0.485, 0.4136, and 0.4811 compared to 0.4585, 0.3548, and 0.3861 without applying weighting for the three evaluation sets 2011, 2012 and 2013 respectively. The MAP performance achieved using our weighting scheme was 0.4386, 0.2845, and 0.3262 compared to 0.3592, 0.2074, and 0.2256 without applying weighting for the three evaluation sets 2011, 2012 and 2013 respectively. Results also showed that utilizing hyperlinked documents attached to the top relevant tweets in query expansion improves the results over traditional PRF. By utilizing hyperlinked documents in the query expansion our best runs achieved 0.5000, 0.4339, and 0.5546 P@30 compared to 0.4864, 0.4203, and 0.5322 when applying traditional PRF, and 0.4587, 0.3044, and 0.3584 MAP when applying traditional PRF compared to 0.4405, 0.2850, and 0.3492 when utilizing the hyperlinked document contents (using web page titles, and meta-descriptions) for the three evaluation sets 2011, 2012 and 2013 respectively. We explored different types of information extracted from the hyperlinked documents; we show that using the document titles and meta-descriptions helps in improving the retrieval performance the most. On the other hand, using the meta- keywords degraded the retrieval performance. For the test set released in 2013, using our hyperlinked-extended approach achieved the best improvement over the PRF baseline, 0.5546 P@30 compared to 0.5322 and 0.3584 MAP compared to 0.3492. For the test sets released in 2011 and 2012 we got less improvements over PRF, 0.5000, 0.4339 P@30 compared to 0.4864, 0.4203, and 0.4587, 0.3044 MAP compared to 0.4405, 0.2850. We showed that this behavior was due to the age of the collection, where a lot of hyperlinked documents were taken down or moved and we couldn\u27t get their information. Our best results achieved using hyperlink-extended PRF achieved statistically significant improvements over the traditional PRF for the test sets released in 2011, and 2013 using paired t-test with p-value \u3c 0.05. Moreover, our proposed approach outperformed the best results reported at TREC microblog track for the years 2011, and 2013, which applied more sophisticated algorithms. Our proposed approach achieved 0.5000, 0.5546 P@30 compared to 0.4551, 0.5528 achieved by the best runs in TREC, and 0.4587, 0.3584 MAP compared to 0.3350, 0.3524 for the evaluation sets of 2011 and 2013 respectively. The main contributions of our work can be listed as follows: 1. Providing a comprehensive study for the usage of traditional PRF with microblog retrieval using various configurations. 2. Introducing a hyperlink-based PRF approach for microblog retrieval by utilizing hyperlinks embedded in initially retrieved tweets, which showed a significant improvement to retrieval effectiveness