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Mathangi Sri
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1. Types of Data
Mathangi Sri1
(1) Bangalore, Karnataka, India
Search
Search is one of the most widely used data sources from a customer
angle. All search engine searches, whether a universal search engine or
a search inside a website or an app, use at the core indexing, retrieval,
and relevance-ranking algorithms. Search, also referred to as a query, is
typically made up of short sentences of two or three words. Search
engine results are approximate and they don’t necessarily need to be
bang on with their results. For a query, multiple options are always
presented as results. This user interface transfers the onus of finding
the answer back to the user. Recount the number of times you have
modified your query because you were not satisfied with the result. It’s
unlikely that you blamed the performance of the engine. You focused
your attention on modifying your query.
Reviews
Reviews are possibly the most widely analyzed data. Since this data is
available openly or is easy to extract with web crawling, many
organizations use this data. Reviews are very free flowing in nature and
are very unstructured. Review mining is core to e-commerce companies
like Amazon, Flipkart, eBay, and so on. Review sites like IMDB and
Tripadvisor also have reviews data at their core. There are other
organizations/vendors that provide insights on reviews collected by
these companies. Figure 1-1 shows sample review data from
www.amazon.in/dp/B0792KTHKK/ref=gw-hero-PC-dot-
news-sketch?pf_rd_p=865a7afb-79a5-499b-82de-
731a580ea265&pf_rd_r=TGGMS83TD4VZW7KQQBF3.
Figure 1-1 Sample Amazon review
Note that the above review highlights the features that are
important to the user: the scope of the product (music), the search
efficiency, the speaker, and its sentiment. But we also get to know
something about the user, such as the apps they care about. We could
also profile the user on how objective or subjective they are.
As a quick, fun exercise, look at the long review from Amazon in
Figure 1-2 and list the information you can extract from the review in
the following categories: product features, sentiment, about the user,
user sentiment, and whether the user is a purchaser.
Figure 1-2 Extract some data from this review.
Camera: pixel 3
Chat Data
Personal Chats
Personal chats are the classic everyday corpus of WhatsApp chat or
Facebook or any other messenger service. They are definitely one of the
richest sources of information to understand user behavior, more in the
friends-and-family circle. They are filled with a lot of noise that needs
to be weeded out, like you saw with the Twitter data. Only a small
portion of the corpus is relevant for extracting useful commercial
information. The incidence rate of this commercially useful information
is not very high. That is to say, it has a low signal-to-noise ratio. The
paper at
www.aaai.org/ocs/index.php/ICWSM/ICWSM18/paper/vie
w/17865/17043 studied openly submitted data from various
WhatsApp chats. Figure 1-3 shows a word cloud of the WhatsApp
groups analyzed by the paper.
Also the data privacy guidelines of messenger apps may not permit
mining personal chats for commercial purposes. Some of the personal
chats have functionality where a business can interact with the user,
and I will cover that as part of the next section
system Thank you for choosing Best Telco. A representative will be with
you shortly.
system You are now chatting with ‘Max’
customer hi max
agent Thank you for contacting Best Telco. My name is Max.
agent Hello, I see that I’m chatting with Mrs. Sara and you’ve provided
XXXXXXX as the number associated with your account. Is that
correct?
customer yes. that is correct. I just received email saying my service price
was going up to $70/month but on your web site, it’s only $30.
What’s the deal with that?
agent Thank you for the information Mrs. Sara.
agent I’m sorry to hear about the increase, our billing department can
verify on the changes of the prices.
customer who do I need to talk to?
agent I will provide you the billing department number. Sorry
customer thank you
Agent The number for Billing is: XXXXXXXX, they are open Monday -
Friday: 8:00 a.m. - 6:00 p.m. ET. Saturday/Sunday/Holidays:
Closed
Customer ok thanks. good bye
A lot of information can be cleanly taken from the above corpus. The
user name, their problem, the fact that the user is responsive to emails,
the user is also sensitive to price, the user’s sentiment, the courtesy of
the agent, the outcome of the chat, the resolution provided by the
agent, and the different departments of Best Telco.
Also, note how the data is laid out: it’s free flow text from the
customer. But the chat agent plays a critical role in directing the chat.
The initial lines talk about the issue, then the agent presents a
resolution, and then towards the end of the chat a final answer is
received along with the customer expressing their sentiment (in this
case, positive).
The same interaction can happen over a voice call where a customer
service representative and a user interact to solve the issue faced by the
customer. Almost all characteristics are the same between voice calls
and chat data, except in a voice call the original data is an audio file,
which is transcribed to text first and then mined using text mining. At
the end of the customer call, the customer service representative jots
down the summary of the call. Referred to as “agent call notes,” these
notes are also mined to analyze voice calls.
SMS Data
SMS is the best way to reach 35% of the world. SMS as a channel has
one of the highest open rates (number of people who open the SMS
message to number of people who received the SMS message): 5X over
email open rates (https://blog.rebrandly.com/12-sms-
text-message-marketing-statistics). On average, a person in
the US receives 33 messages a day
(www.textrequest.com/blog/how-many-texts-people-
send-per-day/). Many app companies access customers’ SMS
messages and mine the data to improve user experiences. For instance,
apps like ReadItToMe read any SMS messages received by users while
they are driving. Truecaller reads the SMS messages and classifies them
into spam and non-spam. Walnut provides a view of users’ spending
based on the SMS messages they have received. Just by looking at only
transactional SMS data, much user information can be extracted: user’s
income, their spending, type of spending, preference for online
shopping, etc. The data source is more structured if we are only
analyzing business messages. See Figure 1-4.
Figure 1-4 A screenshot from the Walnut
(https://capitalfloat.com/walnut/) app
Businesses follow a template and are more structured. Take the
following SMS as an example. The noise in this dataset is much less.
Clear information is presented in a clear style. Although different credit
card companies can present different styles of information, it is still
easier to extract information as compared to free-flow customer text.
Mini Statement for Card ******1884.Total due Rs.
4813.70. Minimum due Rs.240.69. Payment due on 07-
SEP-19. Refer to your statement for more details.
Content Data
There is a proliferation of digital content in our lives. Online news
articles, blogs, videos, social media, and online books are key types of
content that we consume every day. On average, a consumer spends 8.8
hours consuming content digitally, per
https://cmo.adobe.com/articles/2019/2/5-consumer-
trends-that-are-shaping-digital-content-
consumption.html. The following are the key problems data
scientists need to solve to use text mining:
Content clustering (grouping similar)
Content classification
Entity recognition
Analyzing user reviews on content
Content recommendation
The other key data, like a user’s feedback on the content itself, is
more structured: number of likes, shares, clicks, time spent, and so on.
By combining the user preference data with the content data, we can
understand a lot of information about the preference of the user,
including lifestyle, life stage, hobbies, interests, and income level.
Customer service is a multi-billion dollar industry. The cost of bad customer experience is estimated to be a
trillion dollars globally (https://blog.hubspot.com/service/customer-service-stats).
Customer service has its early origins in the form of call centers in the 1960s. The need for customer service
grew, and today customer support has become a sizeable portion of any consumer organization. Customers
can contact organizations in a multi-modal way, through the Web, apps, voice, IVR, or calls. In this chapter,
we will look at the core problems that NLP solves in human-assisted customer service via chats and calls.
Let’s look at the data structures in the customer service industry by each of the service channels from
which text data is collected.
Voice Calls
Customers call into contact centers and a customer support agent from the company answers the customers’
queries. At the end of the call, the agent notes down the nature of the call, any tickets the agent had raised,
and the resolution. The agent may also fill out some forms that pertain to the call. Table 2-1 shows sample
data.
Call id Call start Call end Agent call notes Call Agent Customer Customer survey
transferred name survey comments
rating
424798 11/12/2019 11/12/2019 customer asked No Sam
1:09:38 1:18:38 about high bills.
explained. customer
fine
450237 11/26/2019 11/26/2019 waiver fee. escalated No Kiran
8:58:58 9:13:58
794029 4/26/2019 4/26/2019 payment link sent No Karthik 3 call
8:23:52 8:34:52 disconnects..agent
helpful
249311 12/8/2019 12/8/2019 xferred to surperv Yes Megha
10:50:14 11:02:14
We analyze the agent call notes and customer survey comments. This gets then pivoted with other
structured data to derive insights about the calls.
Chats
Customers can chat with customer support on the e-commerce web page or on mobile apps. You saw an
example of a chat transcript in the last chapter. As with calls, the agents are made to fill an “agent disposition
form” at the end of an interaction. The agent disposition forms in chats are slightly longer as compared to
voice calls. The agents can multitask and hence are expected to fill in details about the chats so we get line-
level text data along with time stamps. A small example of this data is shown in Table 2-2.
Table 2-2 Example of Chat Data
Tickets Data
Tickets generally get created when the customer calls or chats with an agent. In few cases, one may be
created on the Web or the app directly by the customer themselves. Table 2-3 shows a quick look at ticket
data. Ticket data may be more structured than the above two channels you just examined. The unstructured
text here could be of agent notes and in some cases it will be a pretty concise form of what action was taken,
making it less useful.
Ticket Category Subcategory Agent notes Department Status Date of ticket Date of ticket
ID opened closed
461970 Repairs Replacement sent to vendor a Merchandise Closed 10/1/2019 11:51:16 10/3/2019 11:51:16
271234 Bills Waiver closed on first CS Re- 9/28/2019 1:21:11 9/30/2019 1:21:11
call open
356827 Payment Failure called and closed Collections Closed 12/23/2019 8:06:24 12/24/2019 8:06:24
22498 Network Intermittent bad network Tech Support Open 8/10/2019 11:22:03
Email data
Email is the most cost-effective channel of customer support and is widely used. Table 2-4 shows a sample of
an Enron dataset (www.cs.cmu.edu/~./enron/) extracted from Enron CSV files.
FOOTNOTES:
[13] It makes hot, literally.
[14] Blankets.
[15] A little over a yard.
CHAPTER VII
ON THE RANCH
They reached the western corral about ten o'clock, and found the
branding already under way. Several dozen peon gauchos had
assembled and they had driven the horses to be branded into an
enclosure.
"See, Niño, these are all young animals; they have never had the
iron on them."
"Why do you brand them, Uncle Juan? Your estancia is so large
surely they could not stray on to a neighbour's ranch; and then the
gauchos watch them carefully?"
"Yes, but there are so many thousands that, despite the best of
care, our horses stray away occasionally. Before every yearly round-
up, we send peons to all the neighbouring ranches to gather in the
strayed ones; and if our brand is on them there is never any
question as to their owner. I am gradually having the outskirts of the
estancia enclosed in barbed wire fencing, but it is so many leagues
around that it is no easy matter. But look, see how they catch them!"
They were using the bolas, and although Francisco had often
seen them in the shop windows, he had never seen them in use.
They are an aboriginal device for lassoing cattle and horses. They
consist each of three stone balls covered with leather and all
attached to long thongs, two of which are longer than the third. The
ends of these thongs are attached together and when the gaucho
uses them he raises his hand holding these ends above his head and
whirls them around and around to gather momentum, then opening
his hand the weapon flies away to coil itself about the feet of the
animal that he wishes to lasso. These gauchos are so skilful in the
use of the bolas that their aim is unerring, and although it
sometimes bruises the captive's legs, it is a most convenient method
for catching a fleet-footed horse or cow.
When the gaucho in the
enclosure had caught a
horse by this means, he
immediately pulled it to the
ground. A peon sat on its
neck while another held it
by a rope around its fore-
legs, and a third blazed the
lines of the Tres Arroyas
brand on its hip. The mark
was in the shape of a
horseshoe, inside of which
was a cross; and at least
ten of these groups were
busy all of the time, burning
it on the young animals.
"What do you raise these
wild horses for, Uncle
Juan?" inquired Francisco,
who had not missed one
single detail of the
"BLAZED THE LINES OF THE TRES performance. "They are not
ARROYAS ON ITS HIP" fine horses like Barboza
here," and he patted his
steed's neck affectionately.
"No, they are not, by any means. These wild horses are raised for
their hides mainly, although very little of them goes to waste when
they are skinned. Look over yonder, near that cluster of mud huts,
where the hides are drying in the air and sun."
Francisco's eyes followed the end of the silver riding whip that his
uncle used to point with, and saw tier after tier of poles, from which
were stretched horsehides to stakes in the ground below.
Turning to Don Carlos, the mayor domo, who was near-by, the
Colonel inquired the worth of the horses being branded.
"Not less than ten or twelve dollars each," answered the
superintendent. "These are very good ones. Does the Señor care to
have his breakfast now?"
For some time, Francisco had been feeling pangs of hunger. His
hurried café had not been sufficient nourishment for the long hot
ride, and now his hunger was aroused by odours that came to his
nostrils like pleasant messengers; yet, he could not see anything
cooking.
"Uncle, shall we eat out here with the gauchos?" he asked, wild-
eyed.
"Very near them anyhow, but not exactly with them. Manuel came
ahead of us to prepare our almuerzo, which is in process of cooking
over yonder behind that clump of willows. Before we eat you shall
see the gauchos eat, but I warn you it is not a prepossessing sight.
"Here, Don Carlos, have the men go to their breakfast now, the
lad wants to see their table manners."
Don Carlos rode into the corral, spoke a few words and the
branding ceased. Each man mounted his own pony, for an Argentine
cowboy never walks, be his journey ever so short. With cheers and
shouts they galloped toward the mud huts near-by.
Francisco and the Colonel followed at a more dignified pace. They
found the men gathered about in groups, squatting on the ground or
sitting on ox skulls.
The beef had been quartered and roasted on a spit over a
charcoal fire, outside one of the huts. Each man, without ceremony,
had "fallen to" and helped himself, by cutting great chunks of the
meat from the large piece on the fire.
Holding one end with his teeth and the other with his hand, each
man would sever the bite about two inches from his mouth with one
of his silver-handled belt knives.
"You see how superfluous are knives, forks and plates," said the
Colonel in an undertone to Francisco as they watched this primitive
process.
"And now for our own breakfast. I am as hollow as is the wild
pumpkin at the end of summer," and he gave a sharp blow to his
horse, another to Barboza, and they were off towards their own
waiting meal in the shadow of the willows.
Manuel had killed a small kid soon after reaching the corral, and
had roasted it on a spit in its skin over a fire of dry thistles and
charcoal. He was basting it with salt water, which he had brought in
a bottle. In the coals below were sweet potatoes roasting in their
jackets. So tempting were the combined odours of lamb and sweet
potatoes that Francisco ran to the little stream to wash himself, in
order that he might begin to appease his appetite at once.
"I never was so hungry," said he, as he took the tin plate offered
him by Manuel. "I think I could eat with my hands like the cowboys!
Do they ever eat anything but meat?"
"Seldom. They care but little for vegetables; not enough to take
the trouble of raising a few. Meat and galletas, the hard biscuit of
the Pampas, often three or four months old, is all they have besides
their máte, that they must have always.
"Que esperanza! lad, this lamb is good! It takes me back to other
days. Many times on our expeditions into the provinces have I eaten
thus."
"Tell me, do tell me of one while we eat and rest," coaxed
Francisco.
"There were many, lad," said the Colonel, as he passed his plate
back to Manuel for another piece of the smoking, savoury lamb. "I've
never told you of the expedition of General Roca into Patagonia. I
was commanding a regiment at that time, one of the regiments that
became famous because of that remarkable undertaking.
"Patagonia is all of the southern-most part of this continent lying
between the Rio[20] Negro and the Straits of Magellan, excepting the
narrow strip between the Andes and the Pacific Ocean, which
belongs to Chile. This country is not the barren, unproductive
country now that it was before our expedition carried civilization to
its wild wastes and reclaimed those vast prairies from the Indians."
"But, Uncle Juan, what right had Argentina to take the land from
the Indians of Patagonia? They had lived there for centuries and it
was theirs."
"It is a long story, Niño, and I shall give you only the bare outline.
You see, Patagonia is a series of vast terraces from the Atlantic
Ocean to the foot of the Andes. On these well watered steppes,
Patagonian Indians, mainly the Chennas, raised their cattle, allowing
them to rove at will. But the winters there are most severe,
especially when a pampero blows; so, during the winter months,
they drove their immense droves of cattle to the northward into the
foothills of the Andes, where it was warmer. During these winter
sojourns close to the frontier of our Republic, they lived by
murdering and stealing from our settlements, and the development
of our lands was being retarded because these pioneers were
obliged to flee to the cities and leave their fields of grain and maize,
their vineyards and their cattle to the mercy of the marauders.
"Gradually the outposts of our civilization were creeping closer to
Buenos Aires, instead of extending and growing as they should. Do
you now see why we were justified in fighting them?"
"Yes, but I didn't know they had made any trouble. I supposed
they were peaceful."
"Far from it. At last when Don Nicolas Avellaneda became
President, he sent General Roca, who was my general, and the
Minister of War, into Patagonia to exterminate these Chennas.
"It was not an easy task, for these Indians are a fierce race,
giants in size and strength. Do you know how they came by their
name, Patagonians?"
"I have never heard, it must have something to do with their feet
as 'patagon' means 'large foot.'"
"That's it exactly. Magellan, the discoverer, saw their footprints in
the sand and because of their magnitude, he believed them to be
giants, and called them that before he had ever seen them.
"Well, General Roca never knew discouragement, and he set
about their defeat by digging great trenches, twenty feet deep and
twenty feet wide, while the Indians were up in the mountains with
their herds of cattle.
"These trenches he covered with boughs, over which earth was
scattered, and when all was ready he sent us back to drive the
Chennas toward the ditches.
"It was a terrible price to pay for their cruelty, and I shudder now
as I recall that awful day; but nearly all civilization is bought with
blood, and it certainly ran in torrents then. The Indians,
unsuspecting, fell headlong, thousands of them, into the trenches,
and the few that were unhurt by the fall or by being crushed in the
trenches were made prisoners and distributed among the victorious
regiments as servants or soldiers. The women and children were
captured and sent to the cities to work.
"Ah! But those ditches! The birds, foxes, and armadillos must
have grown fat on the thousands of bodies we left on that plain."
Francisco begged for more, his eyes were ablaze and his cheeks
flushed, but the Colonel said:
"No more of fighting, anyhow; but come here by the stream, now
that we have finished our meal, and I will tell you of some of the
animals I saw in Patagonia."
"Did you ever chase ostriches?" eagerly inquired the boy.
"Yes, yes, several times and it is great sport; and once, for three
days, I had only ostrich eggs to eat. You see, we were digging those
same trenches and could not spare many of the men for hunting. I
was ill and could not eat the army rations, so José brought me
ostrich eggs and cooked them as the Indians do—in the red-hot
coals."
"And was José with you on that expedition?" exclaimed Francisco.
"Yes, through all my campaigns he has been my body servant. It
was José who told us how the Indians catch ostriches; he had heard
it when a boy among his tribe of Araucanians."
Francisco clapped his hands in anticipation.
"A circle of fire around a great area was built and the huntsmen
remained within this circle. The ostriches and guanacos that were
thus imprisoned in the circle of fire were easy prey for they fear fire
and ran almost into our arms. Why, what's the matter, Niño?"
The interest had died out of Francisco's eyes and he sat with his
hands clasped over his knees.
"Well, Uncle Juan, I'll tell you. I'm disappointed!"
"Disappointed! How?"
"Uncle Juan, I don't think that's fair play or good sport."
"Que esperanza!" exclaimed his uncle, secretly proud of the boy's
loyalty to his conviction, but determined to draw him out on the
subject.
"And who are you that you may sit in judgment on generals and
captains?"
"Oh! I don't think one's rank has anything to do with one's
opinions. Uncle, if a peon thinks a thing is not right he must not do
that even though the President, himself, commands him; and I don't
think hunting animals in that fashion is fair. The little English boy I
play with at school is always saying that we Spaniards are not—well,
he calls it 'sporty.' That's their English word for it. He says that the
Englishmen are the truest sports on earth and that they would never
hunt as we do."
"To a certain extent he is right, Francisco. We don't care for the
excitement of the chase merely for the excitement as they do; we
are less active in our temperament, and prefer to gain our ends with
the least expenditure of energy. I want you, above all things, my lad,
to be broad-minded, and able to see your own shortcomings, so
think this matter out and if you are convinced that we are not right
as a people, in our attitude towards sports, or anything else for that
matter, formulate your own opinions and then stick to them.
"It is through such men that all nations grow; and the men that
are able to see their national deficiencies are the great men, the
reformers, and the leaders.
"But in regard to the ostriches. How would you catch them if you
had the opportunity?"
"I should do it as the English lad tells me he saw them do it in
Chubut Territory; that's part of Patagonia, isn't it, Uncle?"
The Colonel nodded, smoking industriously.
"Well, he says the real way to catch ostriches is with the bolas.
He saw his father chase them there and he says they hunt them in
an open plain, not in a circle of fire. They give the birds an equal
chance with them for their lives, and if the ostrich can't outrun them,
then, when they are within throwing distance, they whirl the bolas
around their legs and trip them. He says it is fun to see an ostrich
run; it stretches out its long neck and with its awkward long legs
kicks up a great cloud of dust behind it. He also told me about
seeing guanacos and pumas. Did you ever hunt them, Uncle?"
"Yes, but guanacos are hard to shoot because of their keen sense
of smell, they can scent a human being over a mile away; but their
flesh is delicious, tasting much like venison.
"Have you ever seen the puma skin in the library of my city
house?"
"Yes, I have often seen it and one day I measured it; it was over
two metros in length. Are those guanaco skins in the dining-room at
the estancia—the tawny yellow ones with white spots and such deep
soft fur?"
"Yes, and the ostrich robe that your aunt uses in her carriage is
made of the breasts of young ostriches; it is as soft as down and
marked brown and white. The Patagonian Indian women often wear
them for capes, although they are very expensive.
"You know, the ostriches we have here are not the kind that
produce the long plumes worn in ladies' hats; these are called the
'rhea' and are an allied species. Speaking of skins, Francisco, I will
tell you of one that will interest you. It is a vicuña, and one of the
finest I have ever seen. It was presented to your great-grandfather,
General Lacevera, by a chief of the Incas, as a vicuña robe is worn
only by one of royal blood among the Indians. It saw service as your
great-grandfather's poncho during his remarkable career, and is now
over one hundred years old, yet it is as soft as velvet. Being one of
our family heirlooms, it shall be yours, as I have no son."
"That pleases me and I shall be very proud of it."
"As you well may be. Whatever fortunes come to you in life, Niño,
remember you are a Lacevera."
Sleep was sweet that night, and Francisco's head was scarcely on
his pillow when guanacos, vicuñas and even gauchos were forgotten
in dreamless slumber.
FOOTNOTE:
[20] River.
CHAPTER IX
A SUCCESSFUL SEARCH
There was not a dull moment for Francisco during the weeks that
followed. Don Carlos, the superintendent, lived in the great house
the year through. He was a bachelor and a man of education, so
that when the Colonel came each summer he insisted that he keep
his usual quarters; for the house was very extensive and the Colonel
enjoyed his company at meals and during the long evenings.
Francisco had accompanied Don Carlos on several excursions and
once, with a tropilla of horses (eight or ten riding horses driven
loose by a peon for fresh mounts on a long journey), they had gone
on a journey of five days to a neighbouring estancia to purchase
algarroba posts for the extensive fencing that was taking place on
the Tres Arroyas ranch. This algarroba wood is like iron and under
water is almost imperishable.
They had passed by one small estancia devoted almost
exclusively to peanut culture; there were leagues and leagues of
them being raised to be shipped to the Mediterranean ports to be
made into olive oil. They had their dinner at this estancia and
Francisco ate bread made from powdered peanuts mixed with wheat
flour and he found it very delicious.
José had taken him on several fishing excursions, and once they
had hunted armadillos with small dogs. Francisco had laughed
heartily at the antics of one dog, who had almost caught the horny-
plated little animal when it suddenly rolled up into a ball, its back of
movable, bony bands enveloping it like an armour, and rolled off a
bluff over the river bank, falling fully fifty feet; while the puzzled dog
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