Python & Web Mining. Lecture Old Dominion University. Department of Computer Science CS 495 Fall 2012

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1 Python & Web Mining Lecture Old Dominion University Department of Computer Science CS 495 Fall 2012 Hany SalahEldeen Khalil hany@cs.odu.edu

2 Scenario So what did Professor X do when he wanted to find other mutants to join his evil-fighting team?

3 Solution He used Cerebro

4 Scenario 2 Now think of a similar scenario You want to search for a document on the web

5 Solution A search engine is equivalent to Cerebro

6 Searching Either Cerebro or Search Engine it is the same concept, you are searching a big thing for some things that have certain characterizing things!

7 Chapter 4: Searching and Ranking

8 Full Text Search Engines It allows people to search a large set of documents for a set of words. It ranks the results according to how relevant those documents are to those words.

9 The Contract By the end of this chapter you will be able to: Build a search engine that will index a set of documents. It should withstand about 100,000 documents smoothly. Crawl Web pages Index them And Search them.

10 Document Gathering The set of documents we are going to search and rank could be from one of those two sources: Fixed collection (ex. Company intranet) The web. Then we will need to crawl it!

11 What is a Search Engine? You collect the documents You index them in a big table and the locations of the different words. Return a ranked list of documents corresponding to a query. Neural network that learns to associate results to queries based on what people clicked from the list of results.

12 Metrics in ranking Metrics used in ranking in regards to: Contents of the page (word frequency) Information external to the page (pagerank)

13 Building our Search Engine Phase 1: Crawling Phase 2: Indexing Phase 3: Querying

14 Phase 1: Crawling When you don t have a fixed controlled set of documents. Algorithm: 1. Get seed URLs in the queue. 2. For each URL in the queue download page and extract all URLs in the page. 3. Add those URLs to the queue 4. Go to step 2

15 Breadth-First-Search Phase 1: Crawling When you don t have a fixed controlled set of documents. Algorithm: 1. Get seed URLs in the queue. 2. For each URL in the queue download page and extract all URLs in the page. 3. Add those URLs to the queue 4. Go to step 2

16 URLLib2 Essential library which downloads HTML in a string after providing a URL contents has now the entire HTML page

17 Beautiful Soup Python library for parsing HTML Very tolerant of webpages with broken HTML.

18

19 Crawling Why breadth-first search? Easier modification to the code later. Go in depth layer by layer. Avoids risk of overflowing the stack We are going to crawl:

20 Crawling

21 So we have a lot of web pages now that are linked.so, what s next?

22 Phase 2: Indexing What is indexing here? It s a full text index. List of all different words and the documents they appeared in along with their locations in the document.

23 What will we index? Words that appear in the webpage: Ignoring the non-textual elements (tags, ids etc) Ignoring punctuation Ignoring case. Breaking words alphanumerically.

24 We will use SQLite SQLite: Easy to use and setup. Embedded relational database. Stores the entire dataset in one file ( databasename.db) Uses SQL for queries. We wil use python implementation Pysqlite

25 Schema: Database Preparation

26 Schema Python Code

27 Schema Python Code

28 Finding Words on a Page For the downloaded pages by URLib2 we need to: Extract the textual components Remove the other things like tags and properties. Preserve the order of the sections

29 We use Beautiful Soup

30 Then break and clean the words Break on alpha-numeric Remove case.

31 We add each word and its location to the index Maintaining its order according to appearance in the document

32 We also need to store linkage between pages

33 and avoid re-indexing URLs

34 Re-running the Crawler It will take a long time, so download the ready database file from:

35 Congratulations! You ve built your first fulltext search and crawler!

36 To get all the documents having a certain word But it only works for one word at a time

37 Phase 3: Querying We need to design a function that is going to take a query string then: Parse it to separate words. Construct SQL queries that returns the documents that have all the different words.

38 Querying So query for the two words with ID: 10, 17 becomes:

39 Querying Now we have multiple-word search! Time to rank those results

40 Ranking Content Based Ranking: Based on the contents of the documents, and the query itself. Inbound-Link Ranking: Uses Link Structure of sites to decide what s important

41 Content Based Ranking So far documents resulting have been presented in the order they were crawled. With large number of files you will end up with a lot of irrelevant content.

42 Within those documents resulted, which is the one I want? To answer this we need to give each document some sort of score based only on: The query provided The content of the page

43 Content Based Scoring Metrics Word Frequency Number of times the query words appeared in the document Document Location Did the query words appeared early in the document. Word Distance Words in query should appear closer than each other

44 Scoring

45 Scoring Now for the query submitted we get a list of scores.

46 Scoring So far there are no scores

47 Problem: The need to Normalize Some scores are large but bad, some are small but good..we need to normalize: Get all scores within the same range and same direction Done by getting the max and then assigning 1 to it s element. Other numbers should be divided by this maximum.

48 The need to Normalize

49 Recap: Content Based Scoring Metrics Word Frequency Number of times the query words appeared in the document Document Location Did the query words appeared early in the document. Word Distance Words in query should appear closer than each other

50 Word Frequency Documents talking about python all over Vs. saying one sentence that pythons are cooler than snakes. Add weight to our code to tune the effect of using Word Frequency metric.

51 Word Frequency

52 Applying Word Frequency

53 Word Location in Document Usually if the page is relevant to the query submitted those terms appear in the beginning of the document or title. We already stored the location of the words so we will just utilize it.

54 Word Location in Document

55 Word Location in Document Each ID can appear multiple of times, the method sums the locations of all the words. The sum is compared to the best result for that URI then we apply the normalizing function.

56 Word Distance Often more useful when the words in the query are closer to each other in the document itself. We will take the difference in location between each two. We try to find the smallest total distance.

57 Word Distance

58 Inbound Link Ranking After all, It s all about reputation If a page has been linked to by many other pages then probably it is a good page. The more awesome the page linking to my page the better I get Just like job interviews & recommendations

59 Simple Counting Same as citations for publications the more citation the higher the paper Problem: The more generalized win rather than the best

60 Solution: Mix it up! Mix inbound count metric with other previously discussed metrics Remember: All inbound links are equal, but some are more equal than others like inbound from cnn.com ~ Hany Orwell

61 Page Rank In a nutshell: The algorithm assigns a score that indicates how important a page is according to how important the pages linking to it. Same as in real life, pretty girls always hang with pretty girls

62 Page Rank Calculating the probability P that someone randomly clicking on links will arrive at a certain page. Page Rank = Minimal Rank + Damping Factor x Z Page Rank of Page Y Number of Outbound Links from Y For every page Y linked to Z

63 Page Rank

64 Page Rank Start with initial values = 1 Iterate till no change no more or 20 iterations (enough) You only have to compute it offline once and it stays. Update only after adding new pages.

65 Page Rank Proof: No wonder! Since every page link to it!

66 Now get the PageRank score And the bigger the collection the wonder of PageRank appears, as it nearly eliminates useless pages

67 Finally, Using Link Text In pages normally the anchor text of the link contains a short precise description. Scenario: If a link to my slides in cnn.com saying awesome source to learn python will get me awesome score and my page will be first if you query python language CNN.com has high PR Anchor text in cnn has python which is in the query.

68 Finally, Using Link Text Page rank of source is added to final score of destination if destination has anchor that is present in query words

69 So Now what? We milked the page for properties either in its content or reputation how can we make it smarter? adaptable?

70 User Input They say User Input is Evil Well, not always Online applications give continuous feedback in form of user input, behavior or preference

71 User Feedback Let s say you made a query on Google and clicked on the third result:

72 User Feedback We need an algorithm that learn from the user s feedback and choices Thus we will utilize Artificial Neural Networks.

73 Artificial Neural Networks So how to train your dragon?

74 Artificial Neural Networks Err I mean how to train your neural network? We will build a click-tracking neural network which has neurons (nodes) and connections between them

75 Click-Tracking Neural Networks This is called Multi-Layer Perceptron

76 Multi-Layer Perceptron Yes Perceptron.and no not a form of a Decepticon?

77 Inputs turning on their Outputs Strong enough inputs will drive their outputs If someone queries world Bank and click on world bank URI it strengthens it

78 Question: Why bother? Why not just collect all the click logs and count choices, store em all? Answer: The power of Neural Networks is that it can make reasonable guess for queries it has never seen before based on similarity to other queries Remember: Queries are unlimited

79 Presenting and Storing a N.N

80 Connection Strengths weights

81 Connection Strengths weights

82 Neural Network Setup Neural Network Setup usually happens in full in advance. In this case since we don t know all queries we will create it on-demand faster & simpler

83 What happens when we come across a combination of words query we never encountered before? We create a new hidden node for it. We set the default strengths and activations to it and its connections

84 Hidden Node Creation

85 Example wworld 1/2 0.1 uworldbank wworld 0.1 uriver wbank 1/2 0.1 uearth Query Words Corresponding URLs

86 Example

87 Feeding Forward We need to set how much each node should respond to change in its input. If the total input is approaching 0 the response should be faster, but if it goes more towards the +ve or ve it should respond slower till it stabilizes Thus most N.N use Sigmoid Functions

88 Hyperbolic Tangent Function It s a form of Sigmoid Function and we will utilize it in our N.N

89 Ok let s start pre Feed Forwarding We have query words and corresponding URIs We need all the hidden nodes

90 Next step setting up the network All inputs are active, thus activation is 1 Get strengths stored in the database

91 Feed Forward It means take inputs and push them through the network minding the strengths Calculate New Activation: Activation = tanh activation x strength Node All Nodes leading to this node

92 Feed Forward Need Output Activations

93 Results We provide the Query and URIs and obtain the activations (how much each URI is active)

94 But these results are dumb! Since it hasn t trained yet the results are practically useless The Network needs to LEARN!

95 Teaching the N.N Click on a certain URL giving feedback that it is the most appropriate in your opinion How the feedback is given is totally up to the application

96 Backward Learning URLs you clicked are given a 1 while the others are given a 0 Teaching the network now goes from the URIs back to the Queries So how much we need to change the inputs to the output nodes to get the desired output activations?

97 Backward Propagation The output activations need to be the new target [1,0,0 ] First we calculate the errors that need to be fixed or deltas between past activation and expected targets. Delta = dtanh ( past activation) x error

98 Backward Propagation

99 Backward Propagation After calculating the deltas we update the strengths throughout the network Change = Delta x Activation New Strength = Old Strength + N x Change Constant

100 Backward Propagation

101 Full Training Function

102 Trained Neural Network

103 The Power of a trained Neural Network Never queried before but awesome result!

104 Now add it to our search engine

105 Assignment 5 Pick one question from the end of the chapter. Implement the function and state briefly the differences. Utilize the python files associated with the class if needed. Deadline: Next week

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