GRAPHICAL INFORMATION 1

GRAPHICAL INFORMATION

Hal Hagood

u09a1
GRAPHICAL INFORMATION 2

Creates graphics for a chosen data set using statistical software that provides meaningful insight

Movie_Dataset was used for this particular exploration. The addition of the Link Analysis node

was used for further exploration and analysis as well as Text Parsing, Filter and Text Cluster analysis.

Text Parsing
GRAPHICAL INFORMATION 3

Text Filter

Terms
GRAPHICAL INFORMATION 4

Text Cluster

Link Analysis

The addition of the Link Analysis node allows for a much further exploration. This includes

Confidence All and Expected Confidence. Also included below are Category, MovieID_1, Text Cluster,

Item-cluster Size Pie Chart, Item-cluster Size Pie Chart and Item-cluster Constellation Plot.

ABSTRACT

“The newly added Link Analysis node in SAS Enterprise Miner visualizes a network of items or

effects by detecting the linkages among items in transactional data or the linkages among levels of

different variables in training data or raw data. This node also provides multiple centrality measures and

cluster information among items so that you can better understand the linkage structure. In addition to

the typical linkage analysis, the node also provides segmentation that is induced by the item clusters,

and uses weighted confidence statistics to provide next-best-offer lists for customers. Examples that

include real data sets show how to use the SAS Enterprise Miner Link Analysis node.
GRAPHICAL INFORMATION 5

INTRODUCTION

Link analysis is a popular network analysis technique that is used to identify and visualize

relationships (links) between different objects. The following questions could be nontrivial:  Which

websites link to which other ones?

 What linkage of items can be observed from consumers’ market baskets?

 How is one movie related to another based on user ratings?

 How are different petal lengths, width, and color linked by different, but related, species of flowers?

 How are specific variable levels related to each other?

These relationships are all visible in data, and they all contain a wealth of information that most

data mining techniques cannot take direct advantage of. In today’s ever-more-connected world,

understanding relationships and connections is critical. Link analysis is the data mining technique that

addresses this need.

In SAS Enterprise Miner, the new Link Analysis node can take two kinds of input data:

transactional data and non-transactional data (training data or raw data). The node can explore the

relationships among transactional items and determine item clusters similar to how social network

analysis determines communities. The node can also discover connections among levels of different

variables in training data or raw data and produce data segmentations.

You can use the Link Analysis node for both transactional data and non-transactional data. (Non-

transactional data are first converted to transactional data.) The basic steps of link analysis are as

follows: First the Link Analysis node analyzes the (transformed) transactional data to define association

rules or sequence rules” (SAS, 2017).

GRAPHICAL INFORMATION 6

Confidence All
GRAPHICAL INFORMATION 7

Expected Confidence All

Category
GRAPHICAL INFORMATION 8

MovieID_1

Text Cluster
GRAPHICAL INFORMATION 9

Item-cluster Size Pie Chart

Item-cluster Constellation Plot

GRAPHICAL INFORMATION 10

Interactive Filter Viewer

Concept Linking Expanded (Life)

GRAPHICAL INFORMATION 11
GRAPHICAL INFORMATION 12

And then there’s SAS Visual Analytics … just for fun

GRAPHICAL INFORMATION 13
GRAPHICAL INFORMATION 14

Identifies best practices for the use of data visualization in text mining that accurately provide
meaningful insight

Text mining

“Text mining essentially transforms unstructured information into structured data that can be

further explored and analyzed to support a number of downstream business applications. For the typical

high volume repositories that businesses rely on, one of the most challenging aspects is knowing what

type of information that repository contains, what it’s “about.” Text mining solutions address this through

entity extraction, which extracts the entities from any type of text content and identifies the connections

that exist between entities. This includes entities such as people, cities, countries, businesses,

government organizations and more. Combining text mining and visualization tools takes this idea even

further to represent information with even greater clarity” (expert system, 2017).

Explains how visualization of text data can help inform the solution to a business question or
problem statement and provides supporting examples.

Visualization Tools

“Reading through a long list of elements or browsing a large amount of documents requires a

long time to value for the intelligence contained within. Instead, intuitive and interactive data visualization

allows decision makers to immediately grasp what the analysis reveals, and then drill down into areas of

greatest interest. Text mining and visualization tools convert documents, spreadsheets, reports, etc. into

clear charts or graphs, allowing analysts to easily explore and work with data and content.

Visualization tools help companies:

 Make sense of data

 Analyze information in a simple and interactive way

 Discover trends, insights and hidden relationships between concepts

 Display and share information and quickly create reports

The following screenshots demonstrate how a combined approach of text mining and visualization

tools can transform the analysis process. Deep semantic analysis ensures a complete understanding of

the text to exploit the data, revealing hidden relationships and capturing even the weakest signals present

in information” (expert system, 2017).

GRAPHICAL INFORMATION 15

(Expert system, 2017)

GRAPHICAL INFORMATION 16

Reference

Expert system, (2017). Text mining and visualization tools: why it’s worth combining them. Retrieved

August 29, 2017 from http://www.expertsystem.com/text-mining-visualization-tools/

SAS, (2017). Link Analysis Using SAS Enterprise Miner. Retrieved August 29, 2017 from

https://support.sas.com/rnd/app/data-mining/enterprise-miner/papers/2014/linkAnalysis2014.pdf