Tag Archives: text classification

Text Classification in Excel: build your own model

In the previous tutorial we published about Text Classification and MeaningCloud’s Excel add-in, we showed you step by step how to carry out an automatic text classification using an example spreadsheet.

In this tutorial, we are going a bit further: instead of just using one of the predefined classification models we provide, we are going to create our own model using the model customization console in order to classify according to whichever categories we want.

We are going to work with the same example as before: London restaurants reviews extracted from Yelp. We will use some data from the previous tutorial, but for this one we need more texts, so we’ve added some. You can download the spreadsheet here if you want to follow the tutorial along.

If you followed the previous tutorial, you might remember that we tried to use the IAB model (a predefined model for contextual advertisement) to classify the different restaurant reviews and find out what type of restaurants they were. We had limited success: we did obtain a restaurant type for some of them, but for the rest we just got a general category, “Food & Drink“, which didn’t tell us anything new.

This is where our customization tools come in. Our classification models customization console allows you to create a model with the categories you want and lets you define exactly the criteria to use in the classification.

So how do we create this user model?
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Text Classification in Excel: getting started

As you probably already know, Excel spreadsheets are one of the most extended ways of working with big collections of data. They are powerful and easy to combine and integrate with a myriad of other tools. Through our Excel Add-in, we enable you to add MeaningCloud’s analysis capabilities to your work pipeline. The process is very simple as you do not need to write any code.

In this tutorial, we are going to show you how to use our Excel Add-in to perform text classification. We are going to do so by analyzing restaurant reviews we’ve extracted from Yelp. If you have already read some of our previous tutorials, this first part may sound familiar.

To get started, you need to register in MeaningCloud (if you haven’t already), and download and install the Excel add-in on your computer. Here you can read a detailed step by step guide to the process.

Once you’ve installed it, a new tab called MeaningCloud will appear when you open Excel. If you click on it, you will see the following buttons:

excel add-in ribbon

To start using the add-in, you need to copy your license key and paste it into the corresponding field in the Settings menu. You are required to do this only the first time you use the add-in, so if you have already used it, you can skip this step.

Once the license key is saved, you are ready to start analyzing!
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Automatic IAB tagging enables semantic ad targeting

Our Text Classification API supports IAB’s standard contextual taxonomy, enabling content tagging in compliance with this model in large volumes and with great speed, and easing the participation in the new online advertising ecosystem. The result is the impression of ads in the most appropriate context, with higher performance and brand protection for advertisers.

What is IAB’s contextual classification and what is it good for

The IAB QAG contextual taxonomy was initially developed by the Interactive Advertising Bureau (IAB) as the center of its Quality Assurance Guidelines program, whose aim was to promote the advertised brands’ safety, assuring advertisers that their ads would not appear in a context of inappropriate content. The QAG program provided certification opportunities for all kinds of agents in the digital advertising value chain, from ad networks and exchanges to publishers, supply-side platforms (SSPs), demand-side platforms (DSPs), and agency trading desks (ATDs).

The Quality Assurance Guidelines serve as a self-regulation framework to guarantee advertisers that their brands are safe, enhance the advertisers’ control over the placement and context of their ads, and offers transparency to the marketplace by standardizing the information flowing among agents. All this, by providing a clear, common language that describes the characteristics of the advertising inventory and the transactions across the advertising value chain.

Essentially, the contextual taxonomy serves to tag content and is made of standard Tiers, 1 and 2 – specifying, respectively, the general category of the content and a set of subcategories nested under this main category – and a third Tier (or more) that can be defined by each organization. The following pictures represent those standard tiers.
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#ILovePolitics: Political discourse analysis in social media

We continue with the #ILovePolitics series of tutorials! We will show how to use MeaningCloud for extracting interesting insights to build your own Political Intel Reports and, at the same price, turning you into a Data Scientist giant in the field of Social Media Analytics.

political issues

Political issues

Politics and Social Media Analytics

Our research objective is to study and compare the discourse of different politicians during the electoral campaign, using their messages in Twitter. We are going to compare tweets by the four most popular (mentioned) politicians in our previous tutorial: Barack Obama (@barackobama), Hillary Clinton (@HillaryClinton), Donald Trump (@realDonaldTrump) and Jeb Bush (@JebBush).

  • What are their key messages?
  • What do they focus on?
  • Are really there different ways of doing politics?

Before we start, three remarks: 1) we will focus on U.S. Politics, in English language, but the same analysis can be adapted for your own country or language as long as it is supported in MeaningCloud, 2) this is a technical tutorial: we will develop some coding, but in general, everyone can understand the purpose of this tutorial, and 3) although this tutorial will use PHP, any non-rookie programmer can translate the programs to any language.

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