domain identification for commercial intention-holding ... · domain identification for commercial...
TRANSCRIPT
Domain Identification for CommercialIntention-holding Posts on Twitter
Yuanyuan ZhuUniversity of Southampton
Mee Chi SoUniversity of Southampton
Paul HarriganUniversity of Western Australia
“I want to buy a secondhand car for my mom ASAP.”
“My sister has to sell the ticket for Taylor’s concert because her friend could not go.”
• Link corresponding users needs precisely
• Maximize the use of resources on user’s hands.
• This kind of buying intentions appears earlier than actual consumption behavior.
• The detection of these user intention would be quite valuable to the related stakeholders
Related Works
• Intention mining has been explored adequately in web search filed.
Celikyilmaz, A., Hakkani-Tür, D., & Tur, G. (2011). Jiang et al. (2017). Li et al.(2010)
• Recently, there is some task about intention identification using online
textual posts collected from discussion forums or Q&A websites.
Hollerit.B, Krll.M & Strohmaier.M. (2013). Luong et al. (2016). Gupta et al. (2014)
User commercial inten.on filtering
Intention domain identification
Specific intention words extraction
Whole Intention Mining Process :
Step1: User intention filtering
• 1. Keywords-based automatic filter
Want-buy, want-sell, want-borrow, intend-buy, intend-rent, intend-find, need-
purchase, look for…cheap, … …
• 2. Manual screeningQualified post:
Recently, I want to buy a second-hand car for my mom.Unqualified post:I just want to buy a free roof for my dog rather than paying ridiculous pet deposit.
Step 2: Domain Annotation
“I want to buy a brand-new car for
my mom.”—— “Transporta>on” Class
Step 1: Commercial intention filtering
5500 Qualified posts ✓20th July — 5th August 2018
Unqualified posts ✗(jokes, irony, unrealistic wishes )
Step2: Domain Annotation
Intention Domain Descriptions/ Examples # (%)
Transportation 1. I want to sell my van and go completely car-less.
2. I'm looking at cheap flights for Las Vegas.426
(7.75%)
Entertainment 1. Are you looking for high quality artwork for cheap??? DM for inquiries!
2. could you please help me i badly need the tickets for the concert.
3. I'm so broke but i wanted to buy a switch!! waaah i need to save up for the game.
1061
(19.3%)
Real Estate 1. Anyone want to take over a lease at Stadium Village? flat rent is $699 a month
2. We are looking online for places to live in the new city638
(11.6%)
Electronic Device 1. I want a new phone I'm about to go buy the X not a 8plus
2. PC or Mac: which laptop should I buy for university?509
(9.25%)
Fashion &
Accessory
1. Selling nice handcraft bracelets, rings and other jewelry. Message me for prices.
2. Looking for cheap but good quality children clothing and shoes? Here is the link.759
(13.8%)
Step3: Domain Classification Model Building
Naïve Bayes, Logistic Regression, SVM CNN, LSTM
Step2: Domain AnnotaCon
“I want to buy a brand-new car for my mom.”—— “Transportation”
Class
Step1: Commercial intention filtering
Qualified posts✔Unqualified posts
(jokes, irony, unrealistic wishes )
ModelsTraining
Accuracy (%)
Testing
Accuracy (%)
Gaussian Naive Bayes (NB) 66 67
Logistic Regression (LR) 96 82
Support Vector Machine (SVM) 99 89
Convolutional neural network (CNN) 99 94
Long short-term memory (LSTM) 99 96
Classification Performance Comparison
Domain performance comparison
Intention domainNB LR SVM
P R F P R F P R FTransportation 69 65 67 100 65 79 100 81 90Entertainment 63 69 66 73 95 82 84 95 89Real Estate 58 49 53 94 86 90 97 92 94Electronic Device 72 57 64 100 62 77 100 78 88Food Service 74 76 75 92 89 90 92 97 95Fashion& Accessory 69 84 76 83 95 89 90 95 92Job & Education 59 79 67 58 100 73 72 100 84Travel & Hotel 82 61 70 96 61 74 94 76 84Avg / Total 68 67 67 87 82 82 91 89 89
P = Precision (%) , R = Recall (%) , F = F1 score (%)
Future direction & Business insight
• Build the link between user and certain product providers
• Build the link between users (potential buyers and sellers)
o Build timely connection with the assistance of geographical information
o Act as an exchanging and trading platform
Thank you for listening