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1Chenhao Tan, 1Jie Tang, 2Jimeng Sun, 3Quan Lin, 4Fengjiao Wang

1Department of Computer Science and Technology, Tsinghua University, China2IBM TJ Watson Research Center, USA

3Huazhong University of Science and Technology, China4Beijing University of Aeronautics and Astronautics, China

Social Action Tracking via Noise Tolerant Time-varying Factor Graphs

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Motivation

• 500 million users• the 3rd largest “Country” in the world• More visitors than Google• Action: Update statues, create event

• More than 4 billion images•Action: Add tags, Add favorites

• 2009, 2 billion tweets per quarter• 2010, 4 billion tweets per quarter•Action: Post tweets, Retweet

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User Action in Social Networks

Add photo to her favorites

Post tweets on “Haiti

Earthquake”

Publish in KDD

Conference

Twitter Flickr Arnetminer

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User Action in Social Networks

Questions:-What factors influence you to add a photo into your favorite list?- If you post a tweet on “Haiti Earthquake”, will your friends retweet it or reply?

Challenge: - How to track and model users’ actions? - How to predict users’ actions over time?

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John

Time t

John

Time t+1

Action Prediction：Will John post a tweet on “Haiti Earthquake”?

Attributes:1. Always watch news2. Enjoy sports3. ….

Influence1

Personal attributes4 Dependence2

Complex Factors

Correlation3

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Problem formulation

Gt =(Vt, Et, Xt, Yt)Nodes at time t

Edges at time t

Attribute matrix at time t

Actions at time t

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NTT-FGM Model

Continuous latent action statePersonal attributes

Correlation

Dependence

Influence

Action Personal attributes

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How to estimate the parameters?

Model Instantiation

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Model Learning

Extremely time costing!!

Our solution: distributed learning (MPI)

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• Data Set

• Baseline– SVM– wvRN (Macskassy, 2003)

• Evaluation Measure:Precision, Recall, F1-Measure

Action Nodes #Edges Action Stats

Twitter Post tweets on “Haiti Earthquake”

7,521 304,275 730,568

Flickr Add photos into favorite list

8,721 485,253 485,253

Arnetminer Issue publications on KDD

2,062 34,986 2,960

Experiment

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Performance Analysis

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Factor Contribution Analysis

• NTT-FGM: Our model• NTT-FGM-I: Our model ignoring influence• NTT-FGM-CI: Our model ignoring influence and correlation

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Efficiency Performance

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Conclusion• Formally formulate the problem of social

action tracking

• Propose a unified model: NTT-FGM to simultaneously model various factors

• Present an efficient learning algorithm and develop a distributed implementation

• Validate the proposed approach on three different data sets, and our model achieves a better performance

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Thank you！

QA?Data & Code: http://arnetminer.org/stnt

Welcome to our poster!