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Social Network Analytics Notes

Chapter 19 of GBUS515 discusses Social Network Analytics, focusing on the evolution of businesses leveraging social network data from early platforms like Friendster to modern ones like Facebook and Twitter. It covers key concepts such as undirected and directed networks, edge weights, node metrics, and network metrics, which help in understanding the structure and dynamics of social networks. Additionally, the chapter introduces link prediction and entity resolution methods to enhance business intelligence through social network analysis.

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78 views14 pages

Social Network Analytics Notes

Chapter 19 of GBUS515 discusses Social Network Analytics, focusing on the evolution of businesses leveraging social network data from early platforms like Friendster to modern ones like Facebook and Twitter. It covers key concepts such as undirected and directed networks, edge weights, node metrics, and network metrics, which help in understanding the structure and dynamics of social networks. Additionally, the chapter introduces link prediction and entity resolution methods to enhance business intelligence through social network analysis.

Uploaded by

drmitola
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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GBUS515 –Business Intelligence and Information Systems

Chapter 19 – Social Network Analytics

Instructor – Dr. Sunita Goel


Adapted from Shmueli, Bruce & Patel, Data Mining for Business Analytics, 3e

© Galit Shmueli and Peter Bruce 2010


2000’s: The advent of businesses
based on social network data

• Early movers: Friendster, Myspace


• Later: Facebook, LinkedIn, Twitter, Tumblr,
Instagram, Yelp, TripAdvisor, …
• Common element: Data on their network of
users is the main business asset
An undirected network (e.g. who is friends with whom on
Facebook)

Edge (link, connection)

Node (vertex)
A directed network (e.g. who follows whom on Twitter)
Edge weight (thickness) reflects strength of relationship (number of
communications, value or number of transactions, etc.)
x-y coordinates are not meaningful – these two graphs convey the
same information:

=
Principles of graph layout:

•Every node should be visible


•For every node, you should be able to
count its degree
•For every link, you should be able to
follow it from source to destination
•Clusters and outliers should be
identifiable
Adjacency list and matrix

Adjacency list, first few


rows, Twitter graph Adjacency matrix, Twitter graph
Origin
Destination

Dave Peter
Dave Jenny
Dave John
Peter Jenny
Peter Sam
Terms

Edge weight: strength of relationship


Path (and path length): route from one node to another
Connected network: each node has a path to all others
Clique: each node directly connected by single edge to
each other
Singleton: unconnected node
Degree: number of connections to a node
Node Metrics: How important is a
node?

Centrality: average path length to


other nodes
Betweenness: extent to which a
node is on the shortest path between
other nodes
Eigenvector centrality: links to Egocentric
network: The
other highly connected nodes are
network around a
weighted more single node
Network metrics: Describing the
network as a whole

Degree distribution: Distribution of # of connections per node


Density: Ratio of # of edges to maximum possible # of edges

Dense network Sparse network


Link Prediction: Predicting the next link to
form in a network
1. For each node, score similarity to all other nodes
2. Traditional predictive model variables could be used (e.g.
demographic info) to calculate similarity [see nearest-
neighbor methods]
3. Network metrics (shortest path, etc.) can also be used
4. The unlinked pair with highest similarity score is predicted
next link
Similar methods can be used in entity
resolution (is “x” the same person as “y”)?

A new customer orders online: is the person already in the customer


database?
A cell phone number is linked to known terrorists: is its owner the
same person as a suspect known to a partner intelligence service?
Chapter Exercises
(Updated in Canvas)

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