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1 BigData&Culturomics Peter Danielson Univ. of British Columbia COGS Mar

2 WeekPlan BigDatabackground UnderstandingNaturalLanguage Newdata<setsformachinelearning Non<humandistributedcogni?on NewToolsforSocialScience Cogni?veArcheology Next:NewEthicsChallenges Privacy(Mario) Consent De<Iden?fica?on Needforanewsocialcontract

3 BigData Bigdataisanall<encompassingtermforany collec?onofdatasetssolargeandcomplex thatitbecomesdifficulttoprocessusing tradi?onaldataprocessingapplica?ons.

4

5 BigGovernment USCensusoriginaldriver(decennial) 1890censuspredictedtotake13yearstofinish! Mayer-Schonberger p. 52 Hollerith IBM punchcards&sorter hzp://ed<thelen.org/comp<hist/knuth<sort.html#hollerith US: NSA UK:VideoSurveillanceleader

6

7 Business Wal<Mart&UPS Supplychain&logis?cs Amazon&Ne`lix Recommenda?ons(preferencepredic?on) Target Targetedcouponing:pregnancyasbreakpoint Duhigg HowCompaniesLearnYourSecrets hzp://www.ny?mes.com/2012/02/19/magazine/shopping< habits.html Google&Facebook Targetedadver?sing

8 BigScience Astronomy: WhentheSloanDigitalSkySurvey(SDSS)begancollec?ngastronomicaldata in2000,itamassedmoreinitsfirstfewweeksthanalldatacollectedinthe historyofastronomy.con?nuingatarateofabout200gbpernight,sdsshas amassedmorethan140terabytesofinforma?on.whenthelargesynop?c SurveyTelescope,successortoSDSS,comesonlinein2016itisan?cipatedto acquirethatamountofdataeveryfivedays.[1] Genomics: Decodingthehumangenomeoriginallytook10years[ ]to process,nowitcanbeachievedinlessthanaday:thednasequencershave dividedthesequencingcostby10,000inthelasttenyears,whichis100?mes cheaperthanthereduc?onincostpredictedbymoore'slaw.[28] ClimateScience: TheNASACenterforClimateSimula?on(NCCS)stores32petabytesofclimate observa?onsandsimula?onsonthediscoversupercompu?ngcluster.[29]

9 E.g.Language: Sciencevs.Engineering Anderson TheEndof Theory:TheDataDeluge MakestheScien?fic MethodObsolete (Wired 2008) hzp:// technology/archive/ 2012/11/noam<chomsky< on<where<ar?ficial< intelligence<went<wrong/ / Norvig: OnChomskyand thetwoculturesof Sta?s?calLearning hzp://norvig.com/ chomsky.html

10 E.g.SceneComple?on(Hayes&Efros)

11 Q1 Accordingto'TheUnreasonableEffec?venessofData',whichofthefollowingcould bemosteasilysolvedbyasta?s?calmachinelearningapproach? A)Thedevelopmentofaprogramthattakesasentenceasitsinput,andprintsonthe screenthenumberofnounsfoundinthatsentence B)Aprogramthatloopsthroughalibrary scollec?onofe<books,automa?cally taggingeachbookundercategoriessuchas autobiography, history, horror C)DevelopingApple svirtualassistantfortheiphone,'siri',tounderstanditsowner s voicecommands D)Twooftheabove E)A,B,andC MichaelW.

12 RateQuizQues?on1 A. Excellent B. VeryGood C. Good D. Acceptable E. Poor

13 Q2 AccordingtoHalevy,Norvig,andPereira,whichofthe followingisachallengeinengineeringaccurateseman?cweb services? A.Formalizingandwri?ngontologicalrules B.Compe??onanddisagreementoverontologies C.Recognizinginaccuracies D.Implementa?ondifficul?es,especiallyforsmallersites E.AlloftheabovearechallengesinbuildingSeman?cWeb services Wesley

14 RateQuizQues?on2 A. Excellent B. VeryGood C. Good D. Acceptable E. Poor

15 Q3 "Manypeoplenowbelievethereareonlytwoapproachestonaturallanguageprocessing: Adeepapproachthatreliesonhandcodedgrammarsandontologies,representedascomplexnetworks ofrela?ons;and asta?s?calapproachthatreliesonlearningn<gramsta?s?csfromlargecorpora. Inreality,threeorthogonalproblemsarise:" WhichofthefollowingisNOToneofthethreeproblems. A.choosearepresenta?onlanguage. B.encodeamodelinthatlanguage C.performinginferenceonthatmodel. D.comparerepresenta?onlanguageandnaturallanguage. RichardW

16 RateQuizQues?on3 A. Excellent B. VeryGood C. Good D. Acceptable E. Poor

17 Culturomics ~ Genomics Experimentsforeveryone! FromGoogleFightstoScience&& In2weeks! SuperHumanCulturalHistory Thecorpuscannotbereadbyahuman.

18 Q4 Whichofthefollowingisa"1<gram"? a)a b)chocolate c)cogni?vesystems d)aandb e)a,b,andc Jason

19 RateQuizQues?on4 A. Excellent B. VeryGood C. Good D. Acceptable E. Poor

20 N<Grams Whyreducethescannedtextston<gram counts? Shouldcopyrightcovern<grams? Howlongshouldcopyrightrun?

21 Q5 Inthenearfuturehumanswilltrytocolonizemars.Thiseventiscoined"The giant<leap."imagineintheextendedfutureanothercoloniza?onoccurs whichiscoined"mars2."peoplebegintocall"thegiantleap""mars1"soon axer.whatwouldexpectfromthewordfrequencydata? A)"Thegiant<leap"frequencydecreasesand"Mars1"frequencyincreases andplateaus. B)"Thegiant<leap"frequencystaysthesameand"Mars1"frequency increases. C)"Thegiant<leap"frequencyincreasesfurtherand"Mars1"frequency decreases. D)"Thegiant<leap"frequencydecreasesand"Mars1"frequencydecreases. Imran

22 RateQuizQues?on5 A. Excellent B. VeryGood C. Good D. Acceptable E. Poor

23 LevelsofChange Othermeaningshixs Usingwildcard Replacements Misspelledwords Spellingshixs Scanningerrors Especiallybefore1800

24 Q6 AccordingtoJean<Bap?steMichel,greatsuccessin whichofthefollowingprofessionswillleadtothe most"fame"? A.Poli?cian B.Writer C.Actor D.Biologist Paige

25 RateQuizQues?on6 A. Excellent B. VeryGood C. Good D. Acceptable E. Poor

26 Famousvs.Notorious Adolf inwolframalfavsg<books Curatedvs.WildData:

27 Q7 Accordingtothedefini?onof"culturomics"givenintheMicheletalar?cle, whichofthefollowingisavalidapplica?onofculturomics? a)analyzingthealgorithmiccomplexityinherentinthewayaflockofbirdsmove throughtheair. b)atargeted,in<depthstudyofoneveryimportanthistoricfigure,throughthespecific perspec?veofhiswife'spersonaldiary. c)usingalargeartimagedatabasetotrackthetrendsofhowspecificconceptsare representedinpain?ngsover?me. d)usingame?culouslyhand<coded,manuallyannotated,butverysmallcorpusto generateelegant"laws"ofsocialscience. Leo

28 RateQuizQues?on7 A. Excellent B. VeryGood C. Good D. Acceptable E. Poor

29 DiscussionQues?on ThestudybyMichel,etal.hingesmanyofitscultural conclusionsonlanguageuseinbooks.isthisaneffec?ve methodforstudyingculture?istherea'publishingbias' thatmightskewsuchconclusions? Moreover,whatmighttheresultslooklikeifweranthis studyagainfixyyearsfromnow?wouldwearriveat differentculturonomicconclusionsifin2065weanalyzed languageuseindigitalcommunica?ons(ratherthan books)? Wesley

30 RateDiscussionQues?on1 A. Excellent B. VeryGood C. Good D. Acceptable E. Poor

31 Books.SearchTerms Googletrends:www.google.ca/trends N<turkey porn

32 HardScience&SoxData AtmosphericCO2,globaltemperature Quan?fied Buts?ll CO2 & globaltemperature notco2 andglobaltemperature

33 SocialProblemsSolved PublishingData Genera?ngdata Organizingdata Accesstodata Bookngrams(andcopyright) Searchterms Genomes(human) HealthCareRecords

34 References Reynolds, D. (2014) The Long Shadow: The Great War and the Twentieth Century. Simon & Schuster Ltd, Michel, Jean-Baptiste, Yuan Kui Shen, Aviva Presser Aiden, Adrian Veres, Matthew K. Gray, Google Books Team The, Joseph P. Pickett, Dale Hoiberg, Dan Clancy, Peter Norvig, Jon Orwant, Steven Pinker, Martin A. Nowak, and Erez Lieberman Aiden Quantitative Analysis of Culture Using Millions of Digitized Books. Science 331, no. 6014: Ayres, Ian Super Crunchers. Bantam Dell. Lazer,D.,Pentland,A.,Adamic,L.,Aral,S.,Barabsi,A.,Brewer,D.etal.(2009). Computa?onalSocialScience.Science,323(5915),721<723. Halevy,A.,Norvig,P.,&Pereira,F.(2009).Theunreasonableeffec?venessofdata. IEEE&Intelligent&Systems,24(2),8 12 Mayer-Schonberger, V. & Cukier, K. (2013) Big data: A revolution that will transform how we live, work, and think. NY:Houghton Mifflin Harcourt. Rudder,Chris?an.Dataclysm:&Who&We&Are&(when&we&think&no&one's&looking). Crown,2014.

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