Characterising semantically coherent classes of text through feature discovery

There is a growing need to provide support for social scientists and humanities scholars to gather and “engage” with very large datasets of free text, to perform very bespoke analyses. method52 is a text analysis platform built for this purpose (Wibberley et al., 2014), and forms a foundation that this thesis builds upon. A central part of method52 and its methodologies is a classifier training component based on dualist (Settles, 2011), and the general process of data engagement with method52 is determined to constitute a continuous cycle of characterising semantically coherent sub-collections, classes, of the text. Two broad methodologies exist for supporting this type of engagement process: (1) a top-down approach wherein concepts and their relationships are explicitly modelled for reasoning, and (2) a more surface-level, bottom-up approach, which entails the use of key terms (surface features) to characterise data. Following the second of these approaches, this thesis examines ways of better supporting this type of data engagement to more effectively support the needs of social scientists and humanities scholars in engaging with text data. The classifier component provides an active learning training environment emphasising the labelling of individual features. However, it can be difficult to interpret and incorporate prior knowledge of features. The process of feature discovery based on the current classifier model does not always produce useful results. And understanding the data well enough to produce successful classifiers is timeconsuming. A new method for discovering features in a corpus is introduced, and feature discovery methods are explored to resolve these issues. When collecting social media data, documents are often obtained by querying an API with a set of key phrases. Therefore, the set of possible classes characterising the data is defined by these basic surface features. It is difficult to know exactly which terms must searched for, and the usefulness of terms can change over time as new discussions and vocabulary emerge. Building on the feature discovery techniques, a framework is presented in this thesis for streaming data with an automatically adapting query to deal with these issues

A conceptual framework for the direct marketing process using business intelligence

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.Direct marketing is becoming a key strategy for organisations to develop and maintain strong customer relationships. This method targets specific customers with personalised advertising and promotional campaigns in order to help organisations increase campaign responses and to get a higher return on their investments. There are, however, many issues related to direct marketing, ranging from the highly technical to the more organisational and managerial aspects. This research focuses on the organisational and managerial issues of the direct marketing process and investigates the stages, activities and technologies required to effectively execute direct marketing. The direct marketing process integrates a complex collection of marketing concepts and business analytics principles, which form an entirely ‘self-contained’ choice for organisations. This makes direct marketing a significantly difficult process to perform. As a result, many scholars have attempted to tackle the complexity of executing the direct marketing process. However, most of their research efforts did not consider an integrated information system platform capable of effectively supporting the direct marketing process. This research attempts to address the above issues by developing a conceptual framework for the Direct Marketing Process with Business Intelligence (DMP-BI). The conceptual framework is developed using the identified marketing concepts and business analytics principles for the direct marketing process. It also proposes Business Intelligence (BI) as an integrated information system platform to effectively execute the direct marketing process. In order to evaluate and illustrate the practicality and impact of the DMP-BI framework, this thesis adopts a case study approach. Three case studies have been carried out in different industries including retailing, telecommunication and higher education. The aim of the case studies is also to demonstrate the usage of the DMP-BI framework within an organisational context. Based on the case studies’ findings, this thesis compares the DMP-BI framework with existing rival methodologies. The comparisons provide clear indications of the DMP-BI framework’s benefits over existing rival methodologies

Productivity Measurement of Call Centre Agents using a Multimodal Classification Approach

Call centre channels play a cornerstone role in business communications and transactions, especially in challenging business situations. Operations’ efficiency, service quality, and resource productivity are core aspects of call centres’ competitive advantage in rapid market competition. Performance evaluation in call centres is challenging due to human subjective evaluation, manual assortment to massive calls, and inequality in evaluations because of different raters. These challenges impact these operations' efficiency and lead to frustrated customers. This study aims to automate performance evaluation in call centres using various deep learning approaches. Calls recorded in a call centre are modelled and classified into high- or low-performance evaluations categorised as productive or nonproductive calls. The proposed conceptual model considers a deep learning network approach to model the recorded calls as text and speech. It is based on the following: 1) focus on the technical part of agent performance, 2) objective evaluation of the corpus, 3) extension of features for both text and speech, and 4) combination of the best accuracy from text and speech data using a multimodal structure. Accordingly, the diarisation algorithm extracts that part of the call where the agent is talking from which the customer is doing so. Manual annotation is also necessary to divide the modelling corpus into productive and nonproductive (supervised training). Krippendorff’s alpha was applied to avoid subjectivity in the manual annotation. Arabic speech recognition is then developed to transcribe the speech into text. The text features are the words embedded using the embedding layer. The speech features make several attempts to use the Mel Frequency Cepstral Coefficient (MFCC) upgraded with Low-Level Descriptors (LLD) to improve classification accuracy. The data modelling architectures for speech and text are based on CNNs, BiLSTMs, and the attention layer. The multimodal approach follows the generated models to improve performance accuracy by concatenating the text and speech models using the joint representation methodology. The main contributions of this thesis are: • Developing an Arabic Speech recognition method for automatic transcription of speech into text. • Drawing several DNN architectures to improve performance evaluation using speech features based on MFCC and LLD. • Developing a Max Weight Similarity (MWS) function to outperform the SoftMax function used in the attention layer. • Proposing a multimodal approach for combining the text and speech models for best performance evaluation