Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Discovering Leaders from Community Actions

Presenter : Wu, Jia-Hao

Authors : Amit Goyal , Francesco Bonchi ,

Laks V. S. Lakshmanan

CIKM (2009)

國立雲林科技大學National Yunlin University of Science and Technology

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

2

Outline

Motivation

Objective

Methodology

Experiments

Conclusion

Personal Comments

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Motivation

We have some interactions with you and me in the internet actives that can be a social networks. like rating songs as in Yahoo! Music or Yahoo! Movies or users

burying gadgets such as cameras , handhelds…

Buy Write

I want to buy.

I want to buy.

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Objective

The authors want to find the leaders and tribe leaders from the social networks and action log.

Buy Write

Leader

Actions log

Tribe Leader

Buy Actions log

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Objective (Cont.)

The authors want to find the leaders and tribe leaders from the social networks and action log.

Social networks

Action log

Propagation of action a

Propagation of action b

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Objective (Cont.)

If we know that there are a small number of leaders who set the trend for various actions. Targeting them for adoption of new products could be profitable to the

companies (Targeted advertising).

Write

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Methodology

Parameters ： maximum propagation time threshold

： number of the node in action α

： a number of actions by the user u

Leader

Tribe Leader

Propagation of action a

Propagation of action b

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Methodology (Cont.)

Leadership confidence

Genuineness score of v

Constraint 1.

Constraint 2.

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Methodology (Cont.) – Computing Influence Matrix

Lock Bit Vector

　 S 　 T 　 V W R

7 6 5 4 3 2 1 0

0 1 0 1 0 1 1 1

Node

InfVec

S T V W R

R 0 1 0 1 0 1 1 1

S 0 1 0 0 0 1 1 0

T 0 0 0 1 0 1 1 0

W 0 0 0 0 0 1 1 0

V 0 0 0 0 0 1 0 0

R

S T

W

V

R W V T S

R 1 1 1 1 1

W 0 1 1 0 0

V 0 0 1 0 0

T 0 1 1 1 0

S 0 1 1 0 1

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Methodology (Cont.) – Propagate

Lock Bit Vector

　 S 　 T 　 V W R

7 6 5 4 3 2 1 0

0 1 0 1 0 1 1 1

R

S T

W

V

PLock Bit Vector

　 S 　 TP　V W R

7 6 5 4 3 2 1 0

0 1 0 1 1 1 1 1

P

0 0 0 0 1 0 0 0

R

0 1 0 1 0 1 1 1

OR

R

0 1 0 1 1 1 1 1

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Methodology (Cont.) – Update

R

S T

W

V

P Q

Node InfVec

S T V W R

R 0 1 0 1 0 0 1 1

S 0 1 0 0 0 0 1 0

T 0 0 0 1 0 0 1 0

W 0 0 0 0 0 0 1 0

V 0 0 0 0 0 1 0 0

Lock Bit Vector

　 S 　 T 　 V W R

7 6 5 4 3 2 1 0

0 1 0 1 0 1 1 1

Lock Bit Vector

　 S Q TP　V W R

7 6 5 4 3 2 1 0

0 1 1 1 1 1 1 1

P

0 0 0 0 1 0 0 0

Node InfVec

S T P V W R

R 0 1 0 1 1 0 1 1

S 0 1 0 0 1 0 1 0

W 0 0 0 0 1 0 1 0

OR

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Methodology (Cont.) - Computing

Leaders

Genuineness Leaders

Tribe Leader

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Experiments

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Experiments (Cont.)

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Experiments (Cont.)

75293206280 198671

68241

130514

170467

22380130514

20045

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Conclusion

The authors purpose notions of leaders and tribe leaders together with possible additional properties such as confidence and genuineness.

Use the two key operations – update and propagate to search the changes of social network graph.

The result is the first proposal of a framework based on frequent pattern mining for discovering leaders in social networks.

Intelligent Database Systems Lab

N.Y.U.S.T.I. M.

Comments

Advantage An interest research about the community actions.

Drawback There have some parameters in algorithms and paper.

Application Viral Marketing.