About Emeka Data Scientist / Machine Learning Enthusiast Previous: Support Software Engr @Afro Current: Data Scientist @Leadcops.com Visualizer, @viz.ng Community defender @datascience.ng

Harnessing Data for Active Business Insights Emeka Onu

A set of techniques, skills or tools used for the acquisition, transformation & interpretation of raw data into meaningful insights for profitable or competitive business purposes. BUSINESS INTELLIGENCE

Business Intelligence: A Case Study of hotels.ng Hotel Customers complain about paying too much for ‘not so great’ services. As a data consultant, you need to deliver a performance measure to rank hotels and deliver recommendations to customers. Likes are great but a binary representation. Customer Ratings are great but an abstract representation on a scale of 1-10.

Classifying & Ranking Hotels By Customer Reviews Using NLP & K-Means Clustering 1. Scrape Lagos hotel reviews from hotels.ng. 2. Use Natural Language Processing to extract review polarity & subjectivity. 3. Create a matrix of review words across all reviews. (Converting Text into a quantitative measurement) 4. Use K-Means to cluster reviews. 5. Aggregate Polarity, Subjectivity & Cluster scores for scoring hotel performance.

Analytical Process 1: Collecting & Processing Data:

Example: hotel_mapper.py A mapper prepares performs the initial preparation of data for analysis. E.g filtering, sorting, downloading & passes its output to a reducer. Here it grabs web content from each page of hotel listings.

Example: hotel_reducer.py A reducer takes mapper outputs as inputs & performs actual analysis. Reducer takes page content and extracts the information needed.

GET DATA Scrape data from hotels.ng and write out to a file polarity.csv ./hotels/mapper.py | ./hotels/reducer.py | ./reviews/mapper.py | ./reviews/reducer.py | ./reviews/analyse.py > polarity.csv 2998 reviews for 148 hotels

Analytical Process 2: NLP & K-Means Clustering. Unsupervised Learning

CHOOSING K GOAL: Minimize the amount of difference within each cluster, but not so much that they become singular. K is the number of groups to classify hotels into. How do we know? Visualize within group differences for at least 30 - 50 clusters. Here, K is fine anywhere between 10 and 23 clusters. We can assign new hotels to a cluster by feeding their reviews into the this matrix. The matrix can learn new words from new reviews and re-classify hotels based on updates.

Given a group of documents, create an N X M matrix with the number of times each word in all documents occur in each document. SO: N = Number of text files (in this case reviews) and M = Number of individual words across all documents. Normalize Matrix: [x-mean(x)] / Standard Deviation (x) Cluster document based on word frequency occurrence DOCUMENT-TERM MATRIX

TOP 10 HOTELS BY HOTEL PERFORMANCE 1. Beni Gold Hotel & Apartments 2. Travel House Lekki 3. The Belaggio Corporate Suites 4. Piccadilly Suites 5. Ikoyi Fairview Apartments 6. Precinct Comfort 7. Victoria Continental Hotel 8. Lakeem Suites 9. Hotel Ibis Royale 10. Signature Suits TOP 10 HOTELS BY USER LIKES 1. Glonik Hotels 2. Beni Gold Hotel & Apartments 3. Unilag Guest House 4. Regent Luxury Suites 5. Wazobia Plaza 6. Intercontinental Lagos Hotel 7. Hotel Ibis Royale 8. Sheraton Hotel Lagos 9. Eko Hotels 10. Victoria Continental Hotel

Over-rated W atch-Out Worth-It Under-Rated BONUS: PERFORMANCE RANKS + COST

This method can help in service improvements, better professional recommendations. Deeper analysis e.g adding a time and location variable can identify what and when customers have good and bad reviews. This can be integrated with employee data to identify ‘bad luck’ employees and best performing employees.

Thank You