Big data analytics:Computational intelligence techniques and application areas

Big Data has significant impact in developing functional smart cities and supporting modern societies. In this paper, we investigate the importance of Big Data in modern life and economy, and discuss challenges arising from Big Data utilization. Different computational intelligence techniques have been considered as tools for Big Data analytics. We also explore the powerful combination of Big Data and Computational Intelligence (CI) and identify a number of areas, where novel applications in real world smart city problems can be developed by utilizing these powerful tools and techniques. We present a case study for intelligent transportation in the context of a smart city, and a novel data modelling methodology based on a biologically inspired universal generative modelling approach called Hierarchical Spatial-Temporal State Machine (HSTSM). We further discuss various implications of policy, protection, valuation and commercialization related to Big Data, its applications and deployment

What attracts vehicle consumers’ buying:A Saaty scale-based VIKOR (SSC-VIKOR) approach from after-sales textual perspective?

Purpose: The increasingly booming e-commerce development has stimulated vehicle consumers to express individual reviews through online forum. The purpose of this paper is to probe into the vehicle consumer consumption behavior and make recommendations for potential consumers from textual comments viewpoint. Design/methodology/approach: A big data analytic-based approach is designed to discover vehicle consumer consumption behavior from online perspective. To reduce subjectivity of expert-based approaches, a parallel Naïve Bayes approach is designed to analyze the sentiment analysis, and the Saaty scale-based (SSC) scoring rule is employed to obtain specific sentimental value of attribute class, contributing to the multi-grade sentiment classification. To achieve the intelligent recommendation for potential vehicle customers, a novel SSC-VIKOR approach is developed to prioritize vehicle brand candidates from a big data analytical viewpoint. Findings: The big data analytics argue that “cost-effectiveness” characteristic is the most important factor that vehicle consumers care, and the data mining results enable automakers to better understand consumer consumption behavior. Research limitations/implications: The case study illustrates the effectiveness of the integrated method, contributing to much more precise operations management on marketing strategy, quality improvement and intelligent recommendation. Originality/value: Researches of consumer consumption behavior are usually based on survey-based methods, and mostly previous studies about comments analysis focus on binary analysis. The hybrid SSC-VIKOR approach is developed to fill the gap from the big data perspective

Scholarly insight Spring 2018: a Data wrangler perspective

In the movie classic Back to the Future a young Michael J. Fox is able to explore the past by a time machine developed by the slightly bizarre but exquisite Dr Brown. Unexpectedly by some small intervention the course of history was changed a bit along Fox’s adventures. In this fourth Scholarly Insight Report we have explored two innovative approaches to learn from OU data of the past, which hopefully in the future will make a large difference in how we support our students and design and implement our teaching and learning practices. In Chapter 1, we provide an in-depth analysis of 50 thousands comments expressed by students through the Student Experience on a Module (SEAM) questionnaire. By analysing over 2.5 million words using big data approaches, our Scholarly insights indicate that not all student voices are heard. Furthermore, our big data analysis indicate useful potential insights to explore how student voices change over time, and for which particular modules emergent themes might arise. In Chapter 2 we provide our second innovative approach of a proof-of-concept of qualification path way using graph approaches. By exploring existing data of one qualification (i.e., Psychology), we show that students make a range of pathway choices during their qualification, some of which are more successful than others. As highlighted in our previous Scholarly Insight Reports, getting data from a qualification perspective within the OU is a difficult and challenging process, and the proof-of-concept provided in Chapter 2 might provide a way forward to better understand and support the complex choices our students make. In Chapter 3, we provide a slightly more practically-oriented and perhaps down to earth approach focussing on the lessons-learned with Analytics4Action. Over the last four years nearly a hundred modules have worked with more active use of data and insights into module presentation to support their students. In Chapter 3 several good-practices are described by the LTI/TEL learning design team, as well as three innovative case-studies which we hope will inspire you to try something new as well. Working organically in various Faculty sub-group meetings and LTI Units and in a google doc with various key stakeholders in the Faculties, we hope that our Scholarly insights can help to inform our staff, but also spark some ideas how to further improve our module designs and qualification pathways. Of course we are keen to hear what other topics require Scholarly insight. We hope that you see some potential in the two innovative approaches, and perhaps you might want to try some new ideas in your module. While a time machine has not really been invented yet, with the increasing rich and fine-grained data about our students and our learning practices we are getting closer to understand what really drives our students

Econometrics meets sentiment : an overview of methodology and applications

The advent of massive amounts of textual, audio, and visual data has spurred the development of econometric methodology to transform qualitative sentiment data into quantitative sentiment variables, and to use those variables in an econometric analysis of the relationships between sentiment and other variables. We survey this emerging research field and refer to it as sentometrics, which is a portmanteau of sentiment and econometrics. We provide a synthesis of the relevant methodological approaches, illustrate with empirical results, and discuss useful software

Measuring Social Well Being in The Big Data Era: Asking or Listening?

The literature on well being measurement seems to suggest that "asking" for a self-evaluation is the only way to estimate a complete and reliable measure of well being. At the same time "not asking" is the only way to avoid biased evaluations due to self-reporting. Here we propose a method for estimating the welfare perception of a community simply "listening" to the conversations on Social Network Sites. The Social Well Being Index (SWBI) and its components are proposed through to an innovative technique of supervised sentiment analysis called iSA which scales to any language and big data. As main methodological advantages, this approach can estimate several aspects of social well being directly from self-declared perceptions, instead of approximating it through objective (but partial) quantitative variables like GDP; moreover self-perceptions of welfare are spontaneous and not obtained as answers to explicit questions that are proved to bias the result. As an application we evaluate the SWBI in Italy through the period 2012-2015 through the analysis of more than 143 millions of tweets.Comment: 40 pages, 2 figures. arXiv admin note: text overlap with arXiv:1512.0156

The applications of social media in sports marketing

n the era of big data, sports consumer's activities in social media become valuable assets to sports marketers. In this paper, the authors review extant literature regarding how to effectively use social media to promote sports as well as how to effectively analyze social media data to support business decisions. Methods: The literature review method. Results: Our findings suggest that sports marketers can use social media to achieve the following goals, such as facilitating marketing communication campaigns, adding values to sports products and services, creating a two-way communication between sports brands and consumers, supporting sports sponsorship program, and forging brand communities. As to how to effectively analyze social media data to support business decisions, extent literature suggests that sports marketers to undertake traffic and engagement analysis on their social media sites as well as to conduct sentiment analysis to probe customer's opinions. These insights can support various aspects of business decisions, such as marketing communication management, consumer's voice probing, and sales predictions. Conclusion: Social media are ubiquitous in the sports marketing and consumption practices. In the era of big data, these ＂footprints＂ can now be effectively analyzed to generate insights to support business decisions. Recommendations to both the sports marketing practices and research are also addressed

On Identifying Disaster-Related Tweets: Matching-based or Learning-based?

Social media such as tweets are emerging as platforms contributing to situational awareness during disasters. Information shared on Twitter by both affected population (e.g., requesting assistance, warning) and those outside the impact zone (e.g., providing assistance) would help first responders, decision makers, and the public to understand the situation first-hand. Effective use of such information requires timely selection and analysis of tweets that are relevant to a particular disaster. Even though abundant tweets are promising as a data source, it is challenging to automatically identify relevant messages since tweet are short and unstructured, resulting to unsatisfactory classification performance of conventional learning-based approaches. Thus, we propose a simple yet effective algorithm to identify relevant messages based on matching keywords and hashtags, and provide a comparison between matching-based and learning-based approaches. To evaluate the two approaches, we put them into a framework specifically proposed for analyzing disaster-related tweets. Analysis results on eleven datasets with various disaster types show that our technique provides relevant tweets of higher quality and more interpretable results of sentiment analysis tasks when compared to learning approach