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CHAPTER
5 Text and Web Analytics
Learning Objectives for Chapter 5
▪ Describe text analytics and understand the need for text mining
▪ Differentiate among text analytics, text mining, and data mining
▪ Understand the different application areas for text mining
▪ Know the process of carrying out a text mining project
▪ Appreciate the different methods to introduce structure to text-based data
▪ Describe sentiment analysis
▪ Develop familiarity with popular applications of sentiment analysis
▪ Learn the common methods for sentiment analysis
▪ Become familiar with speech analytics as it relates to sentiment analysis
CHAPTER OVERVIEW
This chapter provides a comprehensive overview of text analytics/mining and Web

analytics/mining along with their popular application areas such as search engines,
sentiment analysis, and social network/media analytics. As we have been witnessing in
the recent years, the unstructured data generated over the Internet of things (Web, sensor
networks, RFID-enabled supply chain systems, surveillance networks, etc.) is increasing
at an exponential pace, and there is no indication of its slowing down. This changing
nature of data is forcing organizations to make text and Web analytics a critical part of
their business intelligence/analytics infrastructure.
CHAPTER OUTLINE
5.1 OPENING VIGNETTE: MACHINE VERSUS MEN ON JEOPARDY!: THE

STORY OF WATSON
1
Copyright © 2014 Pearson Education, Inc.
 Questions for the Opening Vignette
A. WHAT WE CAN LEARN FROM THIS VIGNETTE
5.2 TEXT ANALYTICS AND TEXT MINING OVERVIEW

⧫ Technology Insights 5.1: Text Mining Lingo
⧫ Application Case 5.1: Text Mining for Patent Analysis
 Section 5.2 Review Questions
5.3 NATURAL LANGUAGE PROCESSING

⧫ Application Case 5.2: Text Mining Improves Hong Kong
Government’s Ability to Anticipate and Address Public
Complaints
5.4 TEXT MINING APPLICATIONS

A. MARKETING APPLICATIONS
B. SECURITY APPLICATIONS
⧫ Application Case 5.3: Mining for Lies
C. BIOMEDICAL APPLICATIONS
D. ACADEMIC APPLICATIONS
⧫ Application Case 5.4: Text Mining and Sentiment Analysis
Helps Improve Customer Service Performance
5.5 TEXT MINING PROCESS

A. TASK 1: ESTABLISH THE CORPUS
B. TASK 2: CREATE THE TERM–DOCUMENT MATRIX
1. Representing the Indices
2. Reducing the Dimensionality of the Matrix
C. TASK 3: EXTRACT THE KNOWLEDGE
1. Classification
2. Clustering
3. Association
4. Trend Analysis
⧫ Application Case 5.5: Research Literature Survey with Text
Mining
5.6 SENTIMENT ANALYSIS

⧫ Application Case 5.6: Whirlpool Achieves Customer
Loyalty and Product Success with Text Analytics
A. SENTIMENT ANALYSIS APPLICATIONS
1. Voice of the Customer (VOC)
2. Voice of the Market (VOM)
3. Voice of the Employee (VOE)
4. Brand Management
2
5. Financial Markets
6. Politics
7. Government Intelligence
8. Other Interesting Areas
B. SENTIMENT ANALYSIS PROCESS
1. Step 1: Sentiment Detection
2. Step 2: N-P Polarity Classification
3. Step 3: Target Identification
4. Step 4: Collection and Aggregation
C. METHODS FOR POLARITY IDENTIFICATION
D. USING A LEXICON
E. USING A COLLECTION OF TRAINING DOCUMENTS
⧫ Technology Insights 5.2: Large Textual Data Sets for
Predictive Text Mining and Sentiment Analysis
F. IDENTIFYING SEMANTIC ORIENTATION OF SENTENCES AND
PHRASES
G. IDENTIFYING SEMANTIC ORIENTATION OF DOCUMENT
5.7 WEB MINING OVERVIEW

A. WEB CONTENT AND WEB STRUCTURE MINING
5.8 SEARCH ENGINES

A. ANATOMY OF A SEARCH ENGINE
B. 1. DEVELOPMENT CYCLE
C. WEB CRAWLER
D. DOCUMENT INDEXER
1. Step 1: Preprocessing the Documents
2. Step 2: Parsing the Documents
3. Step 3: Creating the Term-by-Term Document Matrix
E. 2. RESPONSE CYCLE
F. QUERY ANALYZER
G. DOCUMENT MATCHER/RANKER
H. SEARCH ENGINE OPTIMIZATION
⧫ Technology Insights 5.3: Top 15 Most Popular Search
Engines (March 2013)
I. METHODS FOR SEARCH ENGINE OPTIMIZATION
⧫ Application Case 5.7: Understanding Why Customers
Abandon Shopping Carts Results in a $10 Million Sales
Increase
5.9 WEB USAGE MINING (WEB ANALYTICS)

A. WEB ANALYTICS TECHNOLOGIES
3
⧫ Application Case 5.8: Allegro Boosts Online Click-Thru
Rates by 500 Percent with Web Analysis
B. WEB ANALYTICS METRICS
C. WEBSITE USABILITY
D. TRAFFIC SOURCES
E. VISITOR PROFILES
F. CONVERSION STATISTICS
5.10 SOCIAL ANALYTICS

A. SOCIAL NETWORK ANALYSIS
1. Communication Networks
2. Community Networks
3. Criminal Networks
4. Innovation Networks
B. SOCIAL NETWORK ANALYSIS METRICS
⧫ Application Case 5.9: Social Network Analysis Helps
Telecommunication Firms
C. CONNECTIONS
D. DISTRIBUTIONS
E. SEGMENTATION
F. SOCIAL MEDIA ANALYTICS
G. HOW DO PEOPLE USE SOCIAL MEDIA?
⧫ Application Case 5.10: Measuring the Impact of Social
Media at Lollapalooza
H. MEASURING THE SOCIAL MEDIA IMPACT
I. BEST PRACTICES IN SOCIAL MEDIA ANALYTICS
1. Think of Measurement as a Guidance System, Not a Rating
System
2. Track the Elusive Sentiment
3. Continuously Improve the Accuracy of Text Analysis
4. Look at the Ripple Effect
5. Look Beyond the Brand
6. Identify Your Most Powerful Influencers
7. Look Closely at the Accuracy of Your Analytic Tool
8. Incorporate Social Media Intelligence into Planning
⧫ Application Case 5.11: eHarmony Uses Social Media to
Help Take the Mystery out of Online Dating
Chapter Highlights
Key Terms
QUESTIONS FOR DISCUSSION
Exercises
Teradata Student Network (TSN) and Other Hands-on Exercises
Team Assignments and Role-Playing Projects
Internet Exercises
4
⧫ End of Chapter Application Case: Keeping Students on
Track with Web and Predictive Analytics
 Questions for the Case
References
TEACHING TIPS/ADDITIONAL INFORMATION        

Text analytics, text mining, and sentiment analysis are topics that students find especially
interesting and (relatively) easier than data mining. They are able to relate to text mining
applications. Students are familiar with social media outlets such as Facebook and
Twitter, and often contribute sentiments of their own. The opening vignette discusses
IBM’s Watson, which utilized text analytics (along with many other AI-related
technologies) to win at Jeopardy!. Students can come up with examples of value-added
text mining and sentiment analysis applications. It will be useful to distinguish between
text mining and the broader topic of text analytics. This will be a good chapter to engage
students in class discussions, and especially to relate the concepts of the technologies to
the various application cases in the chapter. Students should also be able to discuss other
possible applications, perhaps even within the university or college that they are
attending. For example, how can text analytics be used to improve the student
experience?
The chapter also gives a comprehensive overview of how search engines work and the
methods used for ranking pages in response to user queries as well as the methods for
search engine optimization. Students will enjoy learning about social analytics and social
network analysis, and can relate it to other classes they may have taken in social sciences.
ANSWERS TO END OF SECTION REVIEW QUESTIONS      

Section 5.1 Review Questions
1. What is Watson? What is special about it?
Watson is a question answering (QA) computer system developed by an IBM

Research team and named after IBM’s first president as part of a project called
DeepQA. What makes it special is that it is able to compete at the human
champion level in real time on the TV quiz show, Jeopardy!; in fact, in 2011, it
was able to defeat Ken Jennings, who held the record for the longest winning
streak in the game. Like Deep Blue has done with chess, Watson is showing that
computer systems are getting quite good at demonstrating human-like
intelligence.
5
2. What technologies were used in building Watson (both hardware and software)?
Watson is built on the DeepQA framework. The hardware for this system
involves a massively parallel processing architecture. In terms of software,
Watson uses a variety of AI-related QA technologies, including text mining,
natural language processing, question classification and decomposition, automatic
source acquisition and evaluation, entity and relation detection, logical form
generation, and knowledge representation and reasoning.
3. What are the innovative characteristics of DeepQA architecture that made Watson
superior?
The DeepQA architecture involves massive parallelism, many experts, pervasive

confidence estimation, and integration of the-latest-and-greatest in text analytics,
involving both shallow and deep semantic knowledge. As implemented in
Watson, DeepQA brings more than 100 different techniques for analyzing natural
language, identifying sources, finding and generating hypotheses, finding and
scoring evidence, and merging and ranking hypotheses. More important than any
particular technique is the combination of overlapping approaches that can bring
their strengths to bear and contribute to improvements in accuracy, confidence,
and speed.
4. Why did IBM spend all that time and money to build Watson? Where is the ROI?
IBM’s goal was to advance computer science by exploring new ways for
computer technology to affect science, business, and society. The techniques IBM
developed with DeepQA and Watson are relevant in a wide variety of domains
central to IBM’s mission. For example, IBM is currently working on a version of
Watson to take on surmountable problems in healthcare and medicine. If
successful, this could give IBM a distinct competitive advantage in this important
technological application area.
1. What is text analytics? How does it differ from text mining?
Text analytics is a concept that includes information retrieval (e.g., searching and
identifying relevant documents for a given set of key terms) as well as
information extraction, data mining, and Web mining. By contrast, text mining is
primarily focused on discovering new and useful knowledge from textual data
sources. The overarching goal for both text analytics and text mining is to turn
unstructured textual data into actionable information through the application of
natural language processing (NLP) and analytics. However, text analytics is a
broader term because of its inclusion of information retrieval. You can think of
text analytics as a combination of information retrieval plus text mining.
6
2. What is text mining? How does it differ from data mining?
Text mining is the application of data mining to unstructured, or less structured,

text files. As the names indicate, text mining analyzes words; and data mining
analyzes numeric data.
3. Why is the popularity of text mining as a BI tool increasing?
Text mining as a BI is increasing because of the rapid growth in text data and
availability of sophisticated BI tools. The benefits of text mining are obvious in
the areas where very large amounts of textual data are being generated, such as
law (court orders), academic research (research articles), finance (quarterly
reports), medicine (discharge summaries), biology (molecular interactions),
technology (patent files), and marketing (customer comments).
4. What are some popular application areas of text mining?
• Information extraction. Identification of key phrases and relationships

within text by looking for predefined sequences in text via pattern
matching.
• Topic tracking. Based on a user profile and documents that a user views,
text mining can predict other documents of interest to the user.
• Summarization. Summarizing a document to save time on the part of the

reader.
• Categorization. Identifying the main themes of a document and then

placing the document into a predefined set of categories based on those
themes.
• Clustering. Grouping similar documents without having a predefined set

of categories.
• Concept linking. Connects related documents by identifying their shared

concepts and, by doing so, helps users find information that they perhaps
would not have found using traditional search methods.
• Question answering. Finding the best answer to a given question through

knowledge-driven pattern matching.
7
1. What is natural language processing?
Natural language processing (NLP) is an important component of text mining and

is a subfield of artificial intelligence and computational linguistics. It studies the
problem of “understanding” the natural human language, with the view of
converting depictions of human language (such as textual documents) into more
formal representations (in the form of numeric and symbolic data) that are easier
for computer programs to manipulate.
2. How does NLP relate to text mining?
Text mining uses natural language processing to induce structure into the text
collection and then uses data mining algorithms such as classification, clustering,
association, and sequence discovery to extract knowledge from it.
3. What are some of the benefits and challenges of NLP?
NLP moves beyond syntax-driven text manipulation (which is often called “word
counting”) to a true understanding and processing of natural language that
considers grammatical and semantic constraints as well as the context. The
challenges include:
• Part-of-speech tagging. It is difficult to mark up terms in a text as

corresponding to a particular part of speech because the part of speech
depends not only on the definition of the term but also on the context
within which it is used.
• Text segmentation. Some written languages, such as Chinese, Japanese,

and Thai, do not have single-word boundaries.
• Word sense disambiguation. Many words have more than one meaning.
Selecting the meaning that makes the most sense can only be
accomplished by taking into account the context within which the word is
used.
• Syntactic ambiguity. The grammar for natural languages is ambiguous;

that is, multiple possible sentence structures often need to be considered.
Choosing the most appropriate structure usually requires a fusion of
semantic and contextual information.
• Imperfect or irregular input. Foreign or regional accents and vocal

impediments in speech and typographical or grammatical errors in texts
make the processing of the language an even more difficult task.
8
• Speech acts. A sentence can often be considered an action by the speaker.
The sentence structure alone may not contain enough information to
define this action.
4. What are the most common tasks addressed by NLP?
Following are among the most popular tasks:
• Question answering
• Automatic summarization
• Natural language generation
• Natural language understanding
• Machine translation
• Foreign language reading
• Foreign language writing
• Speech recognition
• Text-to-speech
• Text proofing
• Optical character recognition
1. List and briefly discuss some of the text mining applications in marketing.
Text mining can be used to increase cross-selling and up-selling by analyzing the
unstructured data generated by call centers.
Text mining has become invaluable for customer relationship management.

Companies can use text mining to analyze rich sets of unstructured text data,
combined with the relevant structured data extracted from organizational
databases, to predict customer perceptions and subsequent purchasing behavior.
2. How can text mining be used in security and counterterrorism?
Students may use the introductory case in this answer.
9
In 2007, EUROPOL developed an integrated system capable of accessing,
storing, and analyzing vast amounts of structured and unstructured data sources in
order to track transnational organized crime.
Another security-related application of text mining is in the area of deception

detection.
3. What are some promising text mining applications in biomedicine?
As in any other experimental approach, it is necessary to analyze the vast amount

of data in the context of previously known information about the biological
entities under study. The literature is a particularly valuable source of information
for experiment validation and interpretation. Therefore, the development of
automated text mining tools to assist in such interpretation is one of the main
challenges in current bioinformatics research.
1. What are the main steps in the text mining process?
See Figure 5.6 (p. 222). Text mining entails three tasks:
• Establish the Corpus: Collect and organize the domain-specific

unstructured data
• Create the Term–Document Matrix: Introduce structure to the corpus
• Extract Knowledge: Discover novel patterns from the T-D matrix
2. What is the reason for normalizing word frequencies? What are the common
methods for normalizing word frequencies?
The raw indices need to be normalized in order to have a more consistent TDM
for further analysis. Common methods are log frequencies, binary frequencies,
and inverse document frequencies.
3. What is singular value decomposition? How is it used in text mining?
Singular value decomposition (SVD), which is closely related to principal

components analysis, reduces the overall dimensionality of the input matrix
(number of input documents by number of extracted terms) to a lower
dimensional space, where each consecutive dimension represents the largest
degree of variability (between words and documents) possible.
10
4. What are the main knowledge extraction methods from corpus?
The main categories of knowledge extraction methods are classification,

clustering, association, and trend analysis.
1. What is sentiment analysis? How does it relate to text mining?
Sentiment analysis tries to answer the question, “What do people feel about a
certain topic?” by digging into opinions of many using a variety of automated
tools. It is also known as opinion mining, subjectivity analysis, and appraisal
extraction.
Sentiment analysis shares many characteristics and techniques with text mining.
However, unlike text mining, which categorizes text by conceptual taxonomies of
topics, sentiment classification generally deals with two classes (positive versus
negative), a range of polarity (e.g., star ratings for movies), or a range in strength
of opinion.
2. What are the most popular application areas for sentiment analysis? Why?
Customer relationship management (CRM) and customer experience management

are popular “voice of the customer (VOC)” applications. Other application areas
include “voice of the market (VOM)” and “voice of the employee (VOE).”
3. What would be the expected benefits and beneficiaries of sentiment analysis in

politics?
Opinions matter a great deal in politics. Because political discussions are

dominated by quotes, sarcasm, and complex references to persons, organizations,
and ideas, politics is one of the most difficult, and potentially fruitful, areas for
sentiment analysis. By analyzing the sentiment on election forums, one may
predict who is more likely to win or lose. Sentiment analysis can help understand
what voters are thinking and can clarify a candidate’s position on issues.
Sentiment analysis can help political organizations, campaigns, and news analysts
to better understand which issues and positions matter the most to voters. The
technology was successfully applied by both parties to the 2008 and 2012
American presidential election campaigns.
4. What are the main steps in carrying out sentiment analysis projects?
The first step when performing sentiment analysis of a text document is called
sentiment detection, during which text data is differentiated between fact and
opinion (objective vs. subjective). This is followed by negative-positive (N-P)
polarity classification, where a subjective text item is classified on a bipolar
11
range. Following this comes target identification (identifying the person, product,
event, etc. that the sentiment is about). Finally come collection and aggregation,
in which the overall sentiment for the document is calculated based on the
calculations of sentiments of individual phrases and words from the first three
steps.
5. What are the two common methods for polarity identification? Explain.
Polarity identification can be done via a lexicon (as a reference library) or by

using a collection of training documents and inductive machine learning
algorithms. The lexicon approach uses a catalog of words, their synonyms, and
their meanings, combined with numerical ratings indicating the position on the N-
P polarity associated with these words. In this way, affective, emotional, and
attitudinal phrases can be classified according to their degree of positivity or
negativity. By contrast, the training-document approach uses statistical analysis
and machine learning algorithms, such as neural networks, clustering approaches,
and decision trees to ascertain the sentiment for a new text document based on
patterns from previous “training” documents with assigned sentiment scores.
1. What are some of the main challenges the Web poses for knowledge discovery?
• The Web is too big for effective data mining.
• The Web is too complex.
• The Web is too dynamic.
• The Web is not specific to a domain.
• The Web has everything.
2. What is Web mining? How does it differ from regular data mining or text mining?
Web mining is the discovery and analysis of interesting and useful information
from the Web and about the Web, usually through Web-based tools. Text mining
is less structured because it’s based on words instead of numeric data.
3. What are the three main areas of Web mining?
The three main areas of Web mining are Web content mining, Web structure
mining, and Web usage (or activity) mining.
4. What is Web content mining? How can it be used for competitive advantage?
12
Web content mining refers to the extraction of useful information from Web
pages. The documents may be extracted in some machine-readable format so that
automated techniques can generate some information about the Web pages.
Collecting and mining Web content can be used for competitive intelligence
(collecting intelligence about competitors’ products, services, and customers),
which can give your organization a competitive advantage.
5. What is Web structure mining? How does it differ from Web content mining?
Web structure mining is the process of extracting useful information from the
links embedded in Web documents. By contrast, Web content mining involves
analysis of the specific textual content of web pages. So, Web structure mining is
more related to navigation through a website, whereas Web content mining is
more related to text mining and the document hierarchy of a particular web page.
1. What is a search engine? Why are they important for today’s businesses?
A search engine is a software program that searches for documents (Internet sites
or files) based on the keywords (individual words, multi-word terms, or a
complete sentence) that users have provided that have to do with the subject of
their inquiry. This is the most prominent type of information retrieval system for
finding relevant content on the Web. Search engines have become the centerpiece
of most Internet-based transactions and other activities. Because people use them
extensively to learn about products and services, it is very important for
companies to have prominent visibility on the Web; hence the major effort of
companies to enhance their search engine optimization (SEO).
2. What is a web crawler? What is it used for? How does it work?
A Web crawler (also called a spider or a Web spider) is a piece of software that
systematically browses (crawls through) the World Wide Web for the purpose of
finding and fetching Web pages. It starts with a list of “seed” URLs, goes to the
pages of those URLs, and then follows each page’s hyperlinks, adding them to the
search engine’s database. Thus, the Web crawler navigates through the Web in
order to construct the database of websites.
3. What is “search engine optimization”? Who benefits from it?
Search engine optimization (SEO) is the intentional activity of affecting the

visibility of an e-commerce site or a website in a search engine’s natural (unpaid
or organic) search results. It involves editing a page’s content, HTML, metadata,
and associated coding to both increase its relevance to specific keywords and to
remove barriers to the indexing activities of search engines. In addition, SEO
efforts include promoting a site to increase its number of inbound links. SEO
13
primarily benefits companies with e-commerce sites by making their pages appear
toward the top of search engine lists when users query.
4. What things can help Web pages rank higher in the search engine results?
Cross-linking between pages of the same website to provide more links to the
most important pages may improve its visibility. Writing content that includes
frequently searched keyword phrases, so as to be relevant to a wide variety of
search queries, will tend to increase traffic. Updating content so as to keep search
engines crawling back frequently can give additional weight to a site. Adding
relevant keywords to a Web page’s metadata, including the title tag and
metadescription, will tend to improve the relevancy of a site’s search listings, thus
increasing traffic. URL normalization of Web pages so that they are accessible via
multiple URLs. Using canonical link elements and redirects can help make sure
links to different versions of the URL all count toward the page’s link popularity
score.
1. What are the three types of data generated through Web page visits?
• Automatically generated data stored in server access logs, referrer logs,

agent logs, and client-side cookies
• User profiles
• Metadata, such as page attributes, content attributes, and usage data.
2. What is clickstream analysis? What is it used for?
Analysis of the information collected by Web servers can help us better

understand user behavior. Analysis of this data is often called clickstream
analysis. By using the data and text mining techniques, a company might be able
to discern interesting patterns from the clickstreams.
3. What are the main applications of Web mining?
• Determine the lifetime value of clients.

• Design cross-marketing strategies across products.
• Evaluate promotional campaigns.
• Target electronic ads and coupons at user groups based on user access
patterns.
• Predict user behavior based on previously learned rules and users’
profiles.
• Present dynamic information to users based on their interests and profiles.
14
4. What are commonly used Web analytics metrics? What is the importance of metrics?
There are four main categories of Web analytic metrics:
• Website usability: How were they using my website? These involve page
views, time on site, downloads, click map, and click paths.
• Traffic sources: Where did they come from? These include referral
websites, search engines, direct, offline campaigns, and online campaigns.
• Visitor profiles: What do my visitors look like? These include keywords,
content groupings, geography, time of day, and landing page profiles.
• Conversion statistics: What does all this mean for the business? Metrics
include new visitors, returning visitors, leads, sales/conversions, and
abandonments.
These metrics are important because they provide access to a lot of valuable
marketing data, which can be leveraged for better insights to grow your
business and better document your ROI. The insight and intelligence gained
from Web analytics can be used to effectively manage the marketing efforts of
an organization and its various products or services.
1. What is meant by social analytics? Why is it an important business topic?
From a philosophical perspective, social analytics focuses on a theoretical object

called a “socius,” a kind of “commonness” that is neither a universal account nor
a communality shared by every member of a body. Thus, social analytics in this
sense attempts to articulate the differences between philosophy and sociology.
From a BI perspective, social analytics involves “monitoring, analyzing,
measuring and interpreting digital interactions and relationships of people, topics,
ideas and content.” In this perspective, social analytics involves mining the
textual content created in social media (e.g., sentiment analysis, natural language
processing) and analyzing socially established networks (e.g., influencer
identification, profiling, prediction). This is an important business topic because it
helps companies gain insight about existing and potential customers’ current and
future behaviors, and about the likes and dislikes toward a firm’s products and
services.
2. What is a social network? What is social network analysis?
A social network is a social structure composed of individuals/people (or groups

of individuals or organizations) linked to one another with some type of
connections/relationships. Social network analysis (SNA) is the systematic
examination of social networks. Dating back to the 1950s, social network analysis
is an interdisciplinary field that emerged from social psychology, sociology,
statistics, and graph (network) theory.
15
3. What is social media? How does it relate to Web 2.0?
Social media refers to the enabling technologies of social interactions among

people in which they create, share, and exchange information, ideas, and opinions
in virtual communities and networks. It is a group of Internet-based software
applications that build on the ideological and technological foundations of Web
2.0, and that allow the creation and exchange of user-generated content.
4. What is social media analytics? What are the reasons behind its increasing
popularity?
Social media analytics refers to the systematic and scientific ways to consume the
vast amount of content created by Web-based social media outlets, tools, and
techniques for the betterment of an organization’s competitiveness. Data includes
anything posted in a social media site. The increasing popularity of social media
analytics stems largely from the similarly increasing popularity of social media
together with exponential growth in the capacities of text and Web analytics
technologies.
5. How can you measure the impact of social media analytics?
First, determine what your social media goals are. From here, you can use
analysis tools such as descriptive analytics, social network analysis, and advanced
(predictive, text examining content in online conversations), and ultimately
prescriptive analytics tools.
ANSWERS TO APPLICATION CASE QUESTIONS FOR DISCUSSION  

Application Case 5.1: Text Mining for Patent Analysis
1. Why is it important for companies to keep up with patent filings?
Patents provide exclusive rights to an inventor, granted by a country, for a limited

period of time in exchange for a disclosure of an invention. The disclosure of
these inventions is critical to future advancements in science and technology. If
carefully analyzed, patent documents can help identify emerging technologies,
inspire novel solutions, foster symbiotic partnerships, and enhance overall
awareness of business’ capabilities and limitations. Patent filings are therefore
important for companies that hope to remain competitive in a highly changing
technological climate.
2. How did Kodak use text analytics to better analyze patents?
Using dedicated analysts and state-of-the-art software tools (including specialized

text mining tools from ClearForest Corp.), Kodak continuously digs deep into
16
various data sources (patent databases, new release archives, and product
announcements) in order to develop a holistic view of the competitive landscape.
3. What were the challenges, the proposed solution, and the obtained results?
Kodak’s challenges are to apply more than a century’s worth of knowledge about
imaging science and technology to new uses and to secure those new uses with
patents. The problem is that it is nearly impossible to efficiently process such
enormous amounts of semistructured data (patent documents usually contain
partially structured and partially textual data). But through the use of text mining
tools, Kodak is able to obtain a wide range of benefits. These include enabling
competitive intelligence, making critical business decisions, identifying and
recruiting new talent, identifying unauthorized use of Kodak’s patents, identifying
complementary inventions for forming symbiotic partnerships, and preventing
competitors from creating similar products.
Application Case 5.2: Text Mining Improves Hong Kong Government’s Ability to
Anticipate and Address Public Complaints
1. How did the Hong Kong government use text mining to better serve its
constituents?
The government built a Complaints Intelligence System in order to analyze social

messages hidden in the complaints data, which provides important feedback on
public service and highlights opportunities for service improvement. Utilizing
SAS Text Miner, the government is able to better understand underlying issues
and quickly respond even as situations evolve. Text mining also enables the
government to quickly discover the correlations among some key words in the
complaints.
The major challenge facing the Hong Kong government was analyzing and
responding to public complaints to their call center. This involves addressing
answers to about 2.65 million calls and 98,000 e-mails per year. Originally, they
attempted to compile reports on complaint statistics for reference by government
departments manually. But through ‘eyeball’ observations, it was impossible to
effectively reveal new or more complex potential public issues and identify their
root causes, as most of the complaints were recorded in unstructured textual
format. So, the government decided to utilize text processing and mining
approaches to uncover trends, patterns, and relationships in the text data. This
allowed the government to better understand the voice of the people, improve
service delivery, make informed decisions, and develop smart strategies. The
result was a boost in public satisfaction.
Application Case 5.3: Mining for Lies
17
1. Why is it difficult to detect deception?
Humans tend to perform poorly at deception-detection tasks. This phenomenon is

exacerbated in text-based communications. Although some people believe that
they can readily identify those who are not being truthful, a summary of deception
research showed that, on average, people are only 54 percent accurate in making
veracity determinations.
2. How can text/data mining be used to detect deception in text?
Through a process known as message feature mining, statements are transcribed

for processing, then cues are extracted and selected. Text processing software
identifies cues in statements and generates quantified cues. Classification models
are trained and tested on quantified cues, and based on this, statements are labeled
as truthful or deceptive (e.g., by law enforcement personnel). The feature-
selection methods along with 10-fold cross-validation allow researchers to
compare the prediction accuracy of different data mining methods (for example,
neural networks).
3. What do you think are the main challenges for such an automated system?
One challenge is that the training the system depends on humans to ascertain the
truthfulness of statements in the training data itself. You can’t know for sure
whether these statements are true or false, so you may be using incorrect training
samples when “teaching” the machine learning system to predict lies in new text
data. (This answer will vary by student.)
Application Case 5.4: Text Mining and Sentiment Analysis Help Improve Customer
Service Performance
1. How did the financial services firm use text mining and text analytics to improve
its customer service performance?
The company used PolyAnalyst’s text analysis tools for extracting complex word
patterns, grammatical and semantic relationships, and expressions of sentiment.
The results were classified into context-specific themes to identify actionable
issues. The relationships between structured fields and text analysis results were
established to identify patterns and interactions. Results were presented via
graphical, interactive, web-based reports. Actionable issues were assigned to
relevant individuals responsible for their resolution, and criteria were established
to capture and detect compliance with the company’s Quality Standards.
18
Continually monitoring service levels is essential for service quality control.
Customer surveys and associate-customer interactions are the best way to obtain
data for such monitoring. But manually evaluating this data is subjective, error-
prone, and time/labor-intensive. Therefore, the company needed a system for (1)
automatically evaluating associate-customer interactions for compliance with
quality standards and (2) analyzing survey responses to extract positive and
negative feedback, while allowing for the diversity of natural language
expression. The solution was to use PolyAnalyst. (See answer to Question #1 for
the remainder of the answer.)
Application Case 5.5: Research Literature Survey with Text Mining
1. How can text mining be used to ease the insurmountable task of literature review?
Text mining enables a semiautomated analysis of large volumes of published

literature. Clustering was used in this study to identify the natural groupings of the
articles, and list the most descriptive terms that characterized those clusters. This
led to discovery and exploration of interesting patterns using tabular and graphical
representation of their findings. Use of text and data mining can thus speed up and
simplify the literature review process for academic researchers.
2. What are the common outcomes of a text mining project on a specific collection
of journal articles? Can you think of other potential outcomes not mentioned in
this case?
Common outcomes include identifying natural clusters of similar articles, helping

to identify the optimal number of cluster classifications. Using text mining, you
can answer questions such as “Are there clusters that represent different research
themes specific to a single journal?” and “Is there a time-varying characterization
of those clusters?” Text mining also has other possible applications in literature
reviews. For example, sentiment analysis can help to identify positive and
negative judgments. Text mining can be used to build taxonomies of concepts and
terms within and between research articles. You can find common themes by
author as well as by journal.
Application Case 5.6: Whirlpool Achieves Customer Loyalty and Product Success
with Text Analytics
1. How did Whirlpool use capabilities of text analytics to better understand their
customers and improve product offerings?
Whirlpool uses Attensity products for deep text analytics of their multi-channel
customer data, which includes e-mails, CRM notes, repair notes, warranty data,
and social media. The company uses text analytics solutions every day to get to
the root cause of product issues and receive alerts on emerging issues. Users of
Attensity’s analytics products at Whirlpool include product/ service managers,
19
corporate/product safety staff, consumer advocates, service quality staff,
innovation managers, the Category Insights team, and all of Whirlpool’s
manufacturing divisions (across five countries).
Customer satisfaction and feedback are at the center of how Whirlpool drives its
overarching business strategy, so gaining insight into customer satisfaction and
product feedback is paramount. Whirlpool needed to more effectively understand
and react to customer and product feedback data, originating from blogs, e-mails,
reviews, forums, repair notes, and other data sources. Managers needed to report
on longitudinal data, and be able to compare issues by brand over time. The
solution was to use Attensity’s Text Analytics application. This enabled the
company to more proactively identify and mitigate quality issues before issues
escalated and claims were filed. Since then, Whirlpool has also been able to avoid
recalls, which increased customer loyalty and reduced costs (realizing 80%
savings on their costs of recalls due to early detection).
Application Case 5.7: Understanding Why Customers Abandon Shopping Carts

Results in $10 Million Sales Increase
1. How did Lotte.com use analytics to improve sales?
Lotte.com introduced its integrated Web traffic analysis system using the SAS for
Customer Experience Analytics solution. This enabled Lotte.com to accurately
measure and analyze website visitor numbers (UV), page view (PV) status of site
visitors and purchasers, the popularity of each product category and product,
clicking preferences for each page, the effectiveness of campaigns, and much
more. This information enables Lotte.com to better understand customers and
their behavior online, and conduct sophisticated, cost-effective targeted
marketing.
With almost 1 million website visitors each day, Lotte.com needed to know how
many visitors were making purchases and which channels were bringing the most
valuable traffic. SAS for Customer Experience Analytics solution fully
transformed the Lotte.com website. As a result, Lotte.com has been able to
improve the online experience for its customers as well as generate better returns
from its marketing campaigns. This led to a jump in customer loyalty, improved
market analysis, a jump in customer satisfaction, and higher sales.
3. Do you think e-commerce companies are in better position to leverage benefits of

analytics? Why? How?
20
To the degree that e-commerce companies integrate analytics into their systems,
they can take advantage of these technologies to make improvements in the user
experience on their e-commerce systems and thereby increase customer
satisfaction.
Application Case 5.8: Allegro Boosts Online Click-Thru Rates by 500 Percent with
Web Analysis
1. How did Allegro significantly improve click-through rates with Web analytics?
Allegro created a new, highly personalized solution integrating predictive

analytics and campaign management into a real-time recommendation system.
The company applied Social Network Analysis (SNA) as the analytic
methodology underlying its product recommendation system. The SNA process
grouped similar products into communities based on their commonalities; then,
communities were weighted based on visitor click paths, items placed in shopping
carts, and purchases to create predictive attributes. From these, rules were
established for optimizing product recommendation placement.
Allegro’s challenge was how to match the right offer to the right customer while
still being able to support the extraordinary amount of data it held. The company
had over 75 proprietary websites in 11 European countries, over 15 million
products, and generated over 500 million page views per day. In particular
Allegro aimed to increase its income and gross merchandise volume from its
current network, as measured by click-through rates and conversion rates. The
solution was to implement the SNA-based product recommendation system
described above. The results were dramatic. User traffic increased by 30%, click-
through rates increased by 500%, and conversion rates are 40 times what they
were previously.
Application Case 5.9: Social Network Analysis Helps Telecommunication Firms
1. How can social network analysis be used in the telecommunications industry?
It can help telecommunications companies listen to and understand the needs and
wants of customers. This enables them to offer communication plans, prices, and
features that are tailored to the individual customer. SNA can be applied to call
records that already exist in a telecommunication company’s database. This data
is analyzed using SNA metrics such as influencers, degree, density, betweenness
and centrality.
2. What do you think are the key challenges, potential solution, and probable results
in applying SNA in telecommunications firms?
21
Because of the widespread use of free Internet tools and techniques (VoIP, video
conferencing tools such as Skype, free phone calls within the United States by
Google Voice, etc.), the telecommunication industry is going through a tough
time. In order to stay viable and competitive, companies need to make the right
decisions and utilize their limited resources optimally. Market pressures force
telecommunication companies to be more innovative. Using SNA, companies can
manage churn, improve cross-sell and technology transfer, manage viral
campaigns, better identify customers, and gain competitor insight.
Application Case 5.10: Measuring the Impact of Social Media at Lollapalooza
1. How did C3 Presents use social media analytics to improve its business?
The company contracted with Cardinal Path to architect and implement a solution
based on an existing Google Analytics implementation. A combination of
customized event tracking, campaign tagging, custom variables, and a complex
implementation and configuration was deployed to include the tracking of each
social media outlet on the site.
C3 Presents was making extensive use of social media to publicize the

Lollapalooza event, and needed to know if it was working. The company wanted
to answer several questions. Which fans are using social media and sharing
content? What social media is being used the most, and how? Are visitors that
interact with social media more likely to buy a ticket? Is social media driving
more traffic to the site? Is that traffic buying tickets? As a result of implementing
the systems with Cardinal Path, the company was able to gain insights that helped
C3 quantify the return on their social media investment.
Application Case 5.11: eHarmony Uses Social Media to Help Take the Mystery Out
of Online Dating
(This application case has no discussion questions.)
ANSWERS TO END OF CHAPTER QUESTIONS FOR DISCUSSION   

1. Explain the relationship among data mining, text mining, and sentiment analysis.
Technically speaking, data mining is a process that uses statistical, mathematical,

and artificial intelligence techniques to extract and identify useful information and
subsequent knowledge (or patterns) from large sets of data. Data mining is the
general concept. Text mining is a specific application of data mining: applying it
to unstructured text files. Sentiment analysis is a specialized form of text and data
22
mining that identifies and classifies terms in text sources according to sentiment
(e.g. judgment, opinion, and emotional content).
2. In your own words, define text mining and discuss its most popular applications.
Students’ answers will vary.
3. What does it mean to induce structure into the text-based data? Discuss the
alternative ways of inducing structure into text-based data.
Text mining, like other data mining approaches, is an inductive approach for
finding patterns and trends in data. One difference between text mining and other
data mining approaches is the use of natural language processing.
Text-based data is inherently unstructured and must be converted to a structured

format for predictive modeling or other type of analysis. The third step of the 3-
step text mining process utilizes inductive algorithms to classify and structure the
corpus of text sources so that knowledge can be extracted.
Four possible approaches for inducing structure in text in order to extract

knowledge are (a) classification (grouping terms into predefined categories), (b)
clustering (coming up with “natural” groupings), (c) association rule learning
(finding frequent combinations of terms), and (d) trend analysis (recognizing
concept distributions based on specific collections of documents).
4. What is the role of natural language processing in text mining? Discuss the
capabilities and limitations of NLP in the context of text mining.
NLP is an important component of text mining. It studies the problem of

“understanding” the natural human language, with the view of converting
depictions of human language (such as textual documents) into more formal
representations (in the form of numeric and symbolic data) that are easier for
computer programs to manipulate. The goal of NLP is to move beyond syntax-
driven text manipulation (which is often called “word counting”) to a true
understanding and processing of natural language that considers grammatical and
semantic constraints as well as the context.
5. List and discuss three prominent application areas for text mining. What is the
common theme among the three application areas you chose?
National security and counterterrorism: The FBI’s system is expected to create a

gigantic data warehouse along with a variety of data and text mining modules to
meet the knowledge discovery needs of federal, state, and local law enforcement
agencies.
Biomedical: A system extracts disease–gene relationships from literature accessed

via MEDLINE.
23
Marketing: Text mining can be used to increase cross-selling and up-selling by
analyzing the unstructured data generated by call centers.
The value of all of these applications is significantly increased by extracting

knowledge from huge volumes of text-data and documents through the use of text
mining tools.
6. What is sentiment analysis? How does it relate to text mining?
Sentiment analysis tries to answer the question, “What do people feel about a
certain topic?” by digging into opinions of many using a variety of automated
tools. It is also known as opinion mining, subjectivity analysis, and appraisal
extraction. Sentiment analysis shares many characteristics and techniques with
text mining. However, unlike text mining, which categorizes text by conceptual
taxonomies of topics, sentiment classification generally deals with two classes
(positive versus negative), a range of polarity (e.g., star ratings for movies), or a
range in strength of opinion.
7. What are the common challenges that sentiment analysis has to deal with?
Sentiment that appears in text comes in two flavors: explicit, where the subjective
sentence directly expresses an opinion (“It’s a wonderful day”), and implicit,
where the text implies an opinion (“The handle breaks too easily”). Implicit
sentiment analysis is harder to analyze because it may not include words that are
obviously evaluations or judgments. Another challenge involves the timeliness of
collection/analysis of textual data coming from a wide variety of data sources. A
third challenge is the difficulty of identifying whether a piece of text involves
sentiment or not, especially with implicit sentiment analysis. The same sorts of
issues involving text mining in natural language settings also apply to sentiment
analysis.
8. What are the most popular application areas for sentiment analysis? Why?
Customer relationship management (CRM) and customer experience management

are popular “voice of the customer (VOC)” applications. Other application areas
include “voice of the market (VOM)” and “voice of the employee (VOE).”
9. What are the main steps in carrying out sentiment analysis projects?
The first step when performing sentiment analysis of a text document is called
sentiment detection, during which text data is differentiated between fact and
opinion (objective vs. subjective). This is followed by negative-positive (N-P)
polarity classification, where a subjective text item is classified on a bipolar
range. Following this comes target identification (identifying the person, product,
event, etc. that the sentiment is about). Finally come collection and aggregation,
in which the overall sentiment for the document is calculated based on the
calculations of sentiments of individual phrases and words from the first three
steps.
24
10. What are the two common methods for polarity identification? Explain.
Polarity identification can be done via a lexicon (as a reference library) or by

using a collection of training documents and inductive machine learning
algorithms. The lexicon approach uses a catalog of words, their synonyms, and
their meanings, combined with numerical ratings indicating the position on the N-
P polarity associated with these words. In this way, affective, emotional, and
attitudinal phrases can be classified according to their degree of positivity or
negativity. By contrast, the training-document approach uses statistical analysis
and machine learning algorithms, such as neural networks, clustering approaches,
and decision trees to ascertain the sentiment for a new text document based on
patterns from previous “training” documents with assigned sentiment scores.
11. Discuss the differences and commonalities between text mining and Web mining.
Text mining is a specific application of data mining: applying it to unstructured

text files. Web mining is a specific application of data mining: applying it to
information on and about the Web (content, structure, and usage).
12. In your own words, define Web mining and discuss its importance.
Students’ answers will vary.
13. What are the three main areas of Web mining? Discuss the differences and
commonalities among these three areas.
Web mining consists of three areas: Web content mining, Web structure mining,
and Web usage mining.
Web content mining refers to the automatic extraction of useful information from
Web pages. It may be used to enhance search results produced by search engines.
Web structure mining refers to generating interesting information from the links
included in Web pages. Web structure mining can also be used to identify the
members of a specific community and perhaps even the roles of the members in
the community.
Web usage mining refers to developing useful information through analysis of

Web server logs, user profiles, and transaction information.
14. What is a search engine? Why are they important for businesses?
A search engine is a software program that searches for documents (Internet sites
or files) based on the keywords (individual words, multi-word terms, or a
complete sentence) that users have provided that have to do with the subject of
their inquiry. This is the most prominent type of information retrieval system for
finding relevant content on the Web. Search engines have become the centerpiece
of most Internet-based transactions and other activities. Because people use them
25
extensively to learn about products and services, it is very important for
companies to have prominent visibility on the Web; hence the major effort of
companies to enhance their search engine optimization (SEO).
15. What is search engine optimization? Who benefits from it? How?
Search engine optimization (SEO) is the intentional activity of affecting the

visibility of an e-commerce site or a website in a search engine’s natural (unpaid
or organic) search results. It involves editing a page’s content, HTML, metadata,
and associated coding to both increase its relevance to specific keywords and to
remove barriers to the indexing activities of search engines. In addition, SEO
efforts include promoting a site to increase its number of inbound links. SEO
primarily benefits companies with e-commerce sites by making their pages appear
toward the top of search engine lists when users query.
16. What is Web analytics? What are the metrics used in Web analytics?
Web analytics, also called Web usage mining, can be considered a part of Web
mining, and aims to describe what has happened on the website (employing a
predefined, metrics-driven descriptive analytics methodology). There are four
main categories of Web analytic metrics:
• Website usability: How were they using my website? These involve page
views, time on site, downloads, click map, and click paths.
• Traffic sources: Where did they come from? These include referral
websites, search engines, direct, offline campaigns, and online campaigns.
• Visitor profiles: What do my visitors look like? These include keywords,
content groupings, geography, time of day, and landing page profiles.
• Conversion statistics: What does all this mean for the business? Metrics
include new visitors, returning visitors, leads, sales/conversions, and
abandonments.
These metrics are important because they provide access to a lot of valuable
marketing data, which can be leveraged for better insights to grow your business
and better document your ROI. The insight and intelligence gained from Web
analytics can be used to effectively manage the marketing efforts of an
organization and its various products or services.
17. Define social analytics, social network, and social network analysis. What are the
relationships among them?
Social analytics involves monitoring, analyzing, measuring and interpreting

digital interactions and relationships of people, topics, ideas, and content. It
involves mining the textual content created in social media (e.g., sentiment
analysis, natural language processing) and analyzing socially established
networks (e.g., influencer identification, profiling, prediction). A social network is
26
a social structure composed of individuals/people (or groups of individuals or
organizations) linked to one another with some type of connections/relationships.
Social network analysis (SNA) is the systematic examination of social networks,
and is an interdisciplinary field that emerged from social psychology, sociology,
statistics, and graph (network) theory. Social analytics therefore combines text
analysis for content and sentiment in online communications with social network
analysis to identify and analyze relationships between individuals in a
community.
18. What is social media analytics? How is it done? Who does it? What comes out of
it?
Social media analytics refers to the systematic and scientific ways to consume the
vast amount of content created by Web-based social media outlets, tools, and
techniques for the betterment of an organization’s competitiveness. It is done
using many analytic methods, including text mining, sentiment analysis, and
social network analysis. Companies use it to get a better understanding of their
customer base, and can gain financial and competitive advantages from doing so.
Governments use it to track potential terrorist threats, which can lead to enhanced
national security. Social scientists use it to get a better understanding of how
communities and societies work, which can provide guidance on how to best
manage these societies.
ANSWERS TO END OF CHAPTER APPLICATION CASE QUESTIONS  

1. Describe challenges that APUS was facing. Discuss the ramifications of such
challenges.
One big challenge is keeping and improving retention in an online university. But
educators lacked the hard data to prove conclusively what really drives retention.
Colleges and universities have struggled to understand how to lower dropout rates
and keep students on track all the way to graduation. APUS faced this challenge in a
new online environment, which further complicates the retention dilemma.
2. What types of data did APUS tap into? What do you think are the main obstacles one
would have to overcome when using data that comes from different domains and
sources?
APUS tapped into demographic data, registration data, and course level data. They
used online activity as well as end-of-course survey data. (The remainder of this
answer may vary according to student.) One obstacle with bringing in data from
different domains is the complexity of finding meaningful patterns in the data. This
could require data extraction, cleaning, and transforming the source data.
27
3. What solutions did they pursue? What tools and technologies did they use?
They used predictive analytics to zero in on those factors that most influence a
student’s decision to stay in school or drop out. In addition, they built dashboards to
put the predictive analytics into the hands of deans and other administrators.
4. What were the results? Do you think these results are also applicable to other
educational institutions? Why? Why not?
Some of the findings generated by its predictive models actually came as a surprise to
APUS. For example, it had long been assumed that gender and ethnicity were good
predictors of attrition, but the models proved otherwise. Educators also assumed that
a preparatory course called “College 100: Foundations of Online Learning” was a
major driver of retention, but an in-depth analysis using Modeler came to a different
conclusion. Also, the results showed that a sense of community was an important
retention factor. So, APUS is putting more effort into promoting interaction between
students via social media and online collaboration tools.
Predictive analytics are clearly applicable at other universities. But some metrics may
not apply. For example, click-stream analysis won’t apply for universities with
traditional face-to-face classroom delivery.
5. What additional analysis are they planning on conducting? Can you think of other
data analyses that they could apply and benefit from?
APUS also plans to delve deeper into the surveys by mining the open-ended text
responses that are part of each questionnaire (IBM SPSS Text Analytics for Surveys
will help with that initiative). All of these data-driven initiatives aim to increase
student learning, enhance the student’s experience, and build an environment that
encourages retention at APUS.
28
Another random document with
no related content on Scribd:
sydämeensä. Hän tahtoo varoittaa ja tuntee voivansa itsekin vielä
olla varoituksen tarpeessa.
Niinpä hän vaikenee ja pitää rakastavia yhä erillänsä asian siitä

paranematta. Vähäiset vihjailut, joita hän toisinaan tulee
lausuneeksi, eivät Ottiliaan tehoa, sillä Eduard oli saanut
viimeksimainitun vakuutetuksi siitä, että Charlotta oli kiintynyt
kapteeniin ja että Charlotta itse nyt toivoi avioeroa, jonka koetti
saada soveliaalla tavalla toteutumaan.
Ottilia, viattomuutensa tunnon tukemana, toivottua onnea kohti

kulkien, elää vain Eduardille. Rakkaus voimistuttaa hänessä kaikkia
hyviä taipumuksia, hän on rakastettunsa vuoksi iloisempi
askareissaan, avomielisempi toisille, löytää taivaanvaltakunnan
maan päältä.
Niin jatkavat kaikki yhdessä, kukin tavallansa, jokapäiväistä

elämää, harkiten ja harkitsematta; kaikki näyttää kulkevan tavallista
kulkuansa, niinkuin valtavimmissakin tapauksissa, joissa on kaikki
vaaranalaisena, yhä eletään ikäänkuin ei olisi mitään hätää.
NELJÄSTOISTA LUKU.
Kreiviltä oli sillävälin saapunut kapteenille kirje, vieläpä kaksi: toinen,

joka oli tarkoitettu näytettäväksi, esitti erittäin kauniita tulevaisia
mahdollisuuksia, toinen, joka sisälsi nimenomaisen välittömän
tarjouksen luvaten huomattavan hovi- ja virka-aseman, majurin
arvonimen, melkoisen palkan sekä muita etuja, oli erinäisten
syrjäseikkojen vuoksi pidettävä vielä salassa. Niinpä kapteeni
ilmoittikin ystävillensä ainoastaan nuo toiveet salaten sen, mikä oli
aivan pian tapahtuva.
Siitä huolimatta hän jatkoi ripeästi nykyistä toimintaansa

järjestellen kaikessa hiljaisuudessa asioita niin, että ne hänen
lähdettyänsä voisivat esteettömästi edistyä. Nyt on hänelle itsellensä
tärkeätä, että merkitään määräaikoja, että Ottilian syntymäpäivä
jouduttaa tehtäviä. Ystävykset toimivat nyt, joskin ilman
nimenomaista sopimusta, mielellänsä yhdessä. Eduard on varsin
mielissään, että rahastoa on vahvistettu nostamalla rahoja
ennakolta; koko yritys edistyy nyt mitä ripeimmin.
Kolmen lammen järveksi muuttamisen kapteeni olisi mieluimmin

kehoittanut jättämään siksensä. Alapatoa oli lujitettava, keskipadot
poistettava, ja koko asia tuntui monella muotoa tärkeältä ja
arveluttavalta. Mutta molemmat työt, mikäli ne olivat toisiinsa
yhdistettävissä, oli jo aloitettu, ja nyt saapui erittäin tervetulleena
eräs nuori arkkitehti, kapteenin entinen oppilas, joka osittain kelpo
työnjohtajia palvelukseen hankkimalla, osittain työtä mahdollisuuden
mukaan urakalle antamalla asiaa edisti ja takasi työn tulevan hyvää
ja kestävää. Kapteeni iloitsi itsekseen, ettei hänen poissaolonsa tulisi
olemaan tuntuvaksi haitaksi; hän näet piti sitä periaatetta, ettei
suoritettavaksi otetusta tehtävästä pitänyt erota, ennenkuin oli
saanut paikkansa kunnolla täytetyksi. Hän suorastaan halveksi niitä,
jotka aiheuttavat hämminkiä toimintapiirissänsä tehdäkseen lähtönsä
sitäkin kipeämmin tuntuvaksi, tahtoen siten sivistymättömässä
itsekkyydessänsä tuhota sen, missä eivät enää voi olla osallisina.
Niin tehtiin yhä uutterasti työtä Ottilian syntymäpäivän juhlallista

viettämistä varten, joskaan tarkoitusta ei ilmaistu eikä itsellekään
avoimesti tunnustettu. Olematta kateellinen Charlotta ei kumminkaan
voinut ajatella varsinaista juhlaa syntyvän. Ottilian nuoruus, hänen
onnenosansa, suhteensa perheeseen eivät oikeuttaneet häntä
esiintymään päivän kuningattarena. Eduard puolestaan ei halunnut
asiasta puhuttavan, koska kaiken piti tulla ikäänkuin itsestänsä,
yllättää ja luonnollisesti ilahduttaa.
Kaikki puhuivat niin ollen, ikäänkuin sanattoman sopimuksen

mukaan, ainoastaan kysymyksessä olevana päivänä tapahtuvista
uuden huvirakennuksen harjannostajaisista, ja sen johdosta voitiin
kansalle sekä ystäville juhla ilmoittaa.
Eduardin kiintymys oli rajaton. Jos hän kiihkeästi halusi saada

Ottilian omakseen, oli toisaalta hänen antaumuksensa,
anteliaisuutensa, alttiutensa vailla määrää. Eräitä lahjoja varten,
jotka hän tahtoi tuona päivänä Ottilialle antaa, oli Charlotta tehnyt
liian mitättömiä ehdotuksia. Eduard puhui asiasta
kamaripalvelijallensa, joka piti huolta hänen puvustostansa ollen
alinomaisessa yhteydessä kauppiaitten ja muotiliikkeiden kanssa;
hän tunsi sekä miellyttävimmät lahjat että parhaat lahjojen
tarjoamistavat ja tilasi kohta kaupungista erittäin soman, punaisella
sahviaanilla päällystetyn ja teräsnauloin kiskotetun lippaan täynnä
lahjoja, jotka olivat sellaisen säiliön veroiset.
Eduard esitti vielä toisenkin ehdotuksen. Oli olemassa pienet

ilotulituslaitteet, joita ei ollut vielä tultu käyttäneeksi. Ne olivat
helposti täydennettävissä. Ajatus oli Eduardin, toinen lupasi sen
toteuttaa. Asian piti jäädä salaisuudeksi.
Kapteeni oli sillävälin, päivän yhä lähetessä, ryhtynyt

järjestystoimenpiteisiin, jotka hän katsoi välttämättömiksi, milloin
suuri ihmisjoukko kutsutaan tai houkutellaan koolle. Olipa hän
ottanut huomioon kerjäämisen ja muut epämieluisat asiat, jotka
saattavat häiritä juhlan suloa.
Eduard ja hänen uskottunsa sitävastoin askartelivat enimmäkseen

ilotulituspuuhissa. Sen piti tapahtua keskimmäisen lammen rannalla,
suurten tammien alla; katsojain piti pysytellä toisella puolella,
plataanien alla, nähdäkseen vaaratta ja mukavasti koko näytelmän,
vedenkalvon heijastumat ja ne tulituslaitteet, jotka oli suunniteltu
vedessä uiskentelemaan.
Jonkin tekosyyn nojalla Eduard antoi perata plataanien alta

pensaat, ruohon ja sammalen, ja vasta nyt, puhdistetulla maaperällä,
esiintyivät rehevät puut sekä korkeudeltansa että leveydeltänsä koko
komeudessansa. Eduardia se kovin ilahdutti. — Minä istutin ne
suunnilleen tähän vuodenaikaan. Montako vuotta siitä lieneekään?
mietti hän itsekseen. — Kotiin palattuansa hän kohta avasi vanhat
päiväkirjat, joita hänen isänsä oli hoitanut erittäin huolellisesti,
varsinkin maalla oltaessa. Istutus tosin ei voinut olla niissä
mainittuna, mutta erään toisen taloudellisesti tärkeän, samana
päivänä sattuneen tapauksen, jonka Eduard vielä sangen hyvin
muisti, täytyi välttämättä niistä löytyä. Hän selailee muutamia
nidoksia, ja etsitty seikka löytyy. Mutta kuinka hämmästyykään,
kuinka ilahtuukaan Eduard havaitessaan mitä ihmeellisimmän
yhteensattuman: noiden puiden istuttamispäivä ja -vuosi on samalla
Ottilian syntymäpäivä ja -vuosi.
VIIDESTOISTA LUKU.
Vihdoin koitti Eduardille hartaasti odotettu aamu, ja vähitellen saapui

paljon vieraita; kutsukirjeitä näet oli lähetetty lähelle ja kauas, ja
moni, jolta oli jäänyt näkemättä peruskiven laskeminen, mistä
kerrottiin paljon miellyttävää, tahtoi sitä vähemmin olla poissa tästä
toisesta juhlasta.
Ennen ateriaa ilmestyivät linnan pihaan rakennusmiehet

soittokunta kerallansa, kantaen upeata seppelettänsä, jonka
muodostivat useat porrasmaisesti toisiinsa liitetyt häilyvät lehvä- ja
kukkakiehkurat. He lausuivat tervehdyksensä ja pyysivät
tavanmukaista koristamista varten silkkiliinoja ja nauhoja kauniilta
sukupuolelta. Herrasväen aterioidessa heidän riemuitseva
kulkueensa jatkoi matkaansa, ja kun he olivat viipyneet vähän aikaa
kylässä vieden sielläkin vaimoilta ja tytöiltä monta nauhaa, saapuivat
he vihdoin suuren väkijoukon saattamina ja odottamina uuden
rakennuksen luo kukkulalle.
Charlotta tavallansa viivytti seuruetta aterian jälkeen. Hän ei

tahtonut mitään nimenomaista juhlakulkuetta, ja senvuoksi tultiin
paikalle yksityisin ryhmin, ilman arvo- tai muuta järjestystä. Charlotta
vitkasteli Ottilian keralla saapuen eikä suinkaan parantanut asiaa:
koska näet Ottilia tosiaankin oli viimeinen saapuvista, näytti siltä,
kuin rummut ja torvet olisivat odottaneet vain häntä, kuin täytyisi
juhlan nyt, hänen tultuansa, kohta alkaa.
Viimeistelemättömän, rosoisen ulkonäkönsä peittämiseksi oli

rakennus koristettu vihreillä varvuilla ja kukkasilla arkkitehdin
neuvojen mukaisesti. Mutta Eduard oli sitäpaitsi, kapteenin
tietämättä, saanut arkkitehdin merkitsemään kamanaan
kukkalaitteiden avulla päivänmäärän. Se saattoi vielä käydä päinsä,
mutta oikeaan aikaan ehti kapteeni estämään aietta, jonka mukaan
päätypinnassa piti loistaa Ottilian nimen. Hän osasi soveliaalla
tavalla torjua aikomuksen ja toimittaa valmiit kukkaskirjaimet pois.
Seppele oli kohotettu ja näkyi kauas ympäristöön. Kirjavina

liehuivat ilmassa nauhat ja liinat, ja lyhyt puhe häipyi suurimmalta
osalta tuuleen. Juhlallisuus oli lopussa; nyt piti alkaa karkelon
tasoitetulla ja lehväisin koristein ympäröidyllä pihatantereella. Eräs
uljas nuori rakennusmies toi Eduardin luo ketterän talonpoikaistytön
ja pyysi itse Ottilian, joka seisoi siinä vieressä. Molempien parien
esimerkkiä kohta noudatettiin, ja pian vaihtoi Eduard
tanssikumppania lähtien Ottilian keralla karkelemaan. Nuoremmat
seurueen jäsenet yhtyivät hilpeinä huvitteluun, vanhemmat katselivat
vilkasta hyörinää.
Ennenkuin hajaannuttiin kävelyretkille, sovittiin siitä, että

kokoonnuttaisiin auringon laskettua plataanien luo. Eduard saapui
sinne ensimmäisenä ja sopi asiain järjestyksestä kamaripalvelijan
kanssa, jonka piti ilotulittelijan keralla huolehtia ilman kuvioimisesta
lammen toisella puolella.
Kapteeni oli mielihyvin huomannut tämän varustautumisen ja

halusi keskustella Eduardin kanssa odotettavissa olevasta
katselijatungoksesta, mutta viimeksimainittu pyysi jättämään tämän
osan juhlanviettoa yksin hänen asiaksensa. Väkeä oli jo tunkeutunut
kapeille ja nurmettomille patovalleille, missä maaperä oli
epätasainen ja epävarma. Aurinko laski, hämärsi, ja illan
pimenemistä odoteltaessa tarjoiltiin plataanien alle kokoontuneelle
seurueelle virvokkeita. Paikka tuntui verrattomalta, ja mieliä ilahdutti
se ajatus, että tulevaisuudessa, lampien yhdistämistyön päätyttyä,
avautuisi täältä näköala avaralle, rantojensa vaihtelevaisuudella
silmää miellyttävälle järvelle.
Tyyni, täysin tuuleton ilta ennusti mitä onnistuneinta yöllistä juhlaa,

kun yht'äkkiä kajahti kamala huuto. Padosta oli irtautunut suuria
maamöhkäleitä; useita ihmisiä nähtiin syöksyvän veteen. Maaperä
oli pettänyt yhä kasvavan väkijoukon siinä tunkeillessa. Jokainen
tahtoi päästä parhaalle paikalle, ja nyt ei kukaan päässyt eteen- eikä
taaksepäin.
Kaikki juoksivat luo, pikemmin katselemaan kuin jotakin tekemään,

sillä mitäpä oli tehtävissä, kun ei kukaan päässyt hädässä olevien
ulottuville. Eräiden päättäväisten henkilöiden keralla riensi paikalle
kapteeni, ajoi kohta väkijoukon padolta alas rannoille hankkiakseen
toimintatilaisuutta auttajille, jotka yrittivät vetää hukkuvia vedestä. Jo
olivat kaikki, osaksi omin ponnistuksin, osaksi toisten auttamina,
päässeet kuivalle, lukuunottamatta erästä poikaa, joka liiaksi
hätäillen oli etääntynyt padosta sen sijaan että olisi sitä lähennyt.
Hänen voimansa näyttivät pettävän; vain muutamia kertoja tuli vielä
näkyviin käsi, jalka. Onnettomuudeksi venhe oli toisessa rannassa,
ilotulituslaitteita täynnä; se saatiin vain hitaasti tyhjennetyksi, ja apu
viipyi. Kapteeni teki nopeasti päätöksensä, riisui pukunsa; kaikkien
katseet suuntautuivat häneen, ja hänen voimakas vartalonsa herätti
kaikissa luottamusta, mutta hämmästyksen huuto kajahti
väkijoukosta, kun hän heittäytyi veteen. Kaikkien katseet seurasivat
häntä, kun hän taitavasti uiden piankin saavutti ja toi rantaan pojan,
joka kuitenkin näytti jo kuolleen.
Sillävälin souti paikalle venhe, kapteeni astui siihen ja kyseli

läsnäolevilta tarkasti, olivatko kaikki todellakin pelastuneet. Haavuri
saapuu ja ottaa hoiviinsa kuolleeksi luullun pojan, Charlotta astuu luo
pyytäen kapteenia nyt huolehtimaan itsestänsä, palaamaan linnaan
ja vaihtamaan vaatteita. Hän epäröi, kunnes vakaat ja
ymmärtäväiset henkilöt, jotka ovat olleet aivan lähellä
onnettomuuspaikkaa ja ovat itse ottaneet osaa pelastustyöhön,
pyhästi vakuuttavat, että kaikki ovat pelastetut.
Charlotta näkee hänen astelevan kotiin päin, ajattelee, että viini,

tee ja muut tarpeelliset aineet ovat lukkojen takana, että ihmiset
sellaisissa tapauksissa yleensä toimivat nurinkurisesti, rientää
plataanien alla viipyvän hajautuneen seuran ohi. Eduard kehoittelee
kaikkia jäämään, koska aikoo aivan pian antaa merkin tulittelun
aloittamiseen; Charlotta astuu luo ja pyytää häntä siirtämään
tuonnemmaksi huvin, joka ei ole nyt paikallansa, joka ei voi nyt
tuottaa nautintoa; hän huomauttaa, mitä pelastetun ja pelastajan
vuoksi on otettava huomioon. Haavuri tekee kyllä tehtävänsä, vastaa
siihen Eduard. Hänellä on kaikki tarvittavat välineet, ja meidän
asiaanpuuttuminen olisi vain haitallista osanottoa.
Charlotta pysyi omalla kannallansa ja viittasi Ottilialle, joka kohta

valmistautui lähtemään. Eduard tarttui hänen käteensä ja huudahti:
Me emme tahdo päättää tätä päivää sairaalassa! Hän on liian hyvä
laupeudensisareksi. Valekuolleet ja elävät eivät tarvitse meidän
apuamme herätessään ja itseään kuivaillessaan.
Charlotta vaikeni ja lähti. Muutamat seurasivat häntä, toiset vielä
viipyivät, lopulta ei kukaan tahtonut jäädä viimeiseksi, joten kaikki
poistuivat. Eduard ja Ottilia havaitsivat olevansa kahden kesken
plataanien alla. Eduard tahtoi välttämättä jäädä, huolimatta siitä, että
Ottilia mitä hartaimmin ja huolestuneena pyysi häntä palaamaan
kerallansa linnaan. Ei, Ottilia! huudahti hän. Se, mikä on erinomaista,
ei käy sileään jokapäiväiseen tapaan. Tämä yllättävä kohtaus vie
meidät nopeammin yhteen. Sinä olet omani! Minä olen sen sinulle jo
usein sanonut ja vannonut; nyt emme sitä enää sano ja vanno, nyt
sen pitää tapahtua!
Toiselta rannalta ui venhe luo. Kamaripalvelija tiedusteli

hämillänsä, miten ilotulituksen nyt kävisi. Pankaa se toimeen! huusi
hänelle Eduard. Se oli suunniteltu yksin sinua varten, Ottilia, ja sinun
pitää se nyt yksin nähdä! Salli minun nauttia siitä kerallasi, vieressäsi
istuen. Hellän vaatimattomasti hän istuutui neidon viereen, häneen
koskematta.
Raketit suhahtelivat ilmoille, tykinlaukaukset pamahtelivat,

tulipallot kohosivat, sähikäiset käärmeilivät ja räjähtelivät, pyörät
kihisten säihkyivät, ensin yksitellen, sitten parittain, sitten kaikki
yhdessä ja yhä rajummin toinen toisensa jälkeen ja yht'aikaa.
Eduard, jonka povessa leimusi ankara lieska, seurasi vilkkain ja
tyytyväisin katsein näitä tuli-ilmiöitä. Ottilian arkaan, kiihoittuneeseen
mieleen tuo räiskyvä ja säihkyvä loimahtelu ja sammuminen vaikutti
pikemmin ahdistavasti kuin ilahduttavasti. Hän nojautui arasti
Eduardiin, jossa tämä läheneminen, tämä luottamus herätti sen
varman tunnon, että Ottilia kuului kokonaan hänelle. Tuskin oli yö
jälleen päässyt oikeuksiinsa, kun nousi kuu valaisten molempain
kotiinpalaavien tietä. Jokin hahmo, hattu kädessä, astui heidän
eteensä pyytäen almua, koska oli tänä juhlapäivänä jäänyt osaansa
vaille. Kuutamo valaisi hänen kasvojansa, ja Eduard tunsi hänet
aikaisemmin kohtaamaksensa tungettelevaksi kerjäläiseksi. Mutta
hän oli liian onnellinen suuttuaksensa, hänen ei johtunut
mieleenkään, että kerjääminen nimenomaan tänä päivänä oli mitä
ankarimmin kielletty. Hän ei kaivellut kauan taskuansa, vaan ojensi
pyytäjälle kultakolikon. Hän olisi mielellään tehnyt jokaisen
onnelliseksi, koska hänen oma onnensa tuntui rajattomalta.
Kotona oli kaikki käynyt toiveiden mukaisesti. Haavurin

toimenpiteet, käytettävissä olevat tarpeet, Charlottan avunanto
tekivät tehtävänsä: poika heräsi jälleen eloon. Vieraat hajaantuivat
haluten vielä loitolta nähdä hieman ilotulitusta ja päästäkseen näiden
mieltähämmentävien kohtauksien jälkeen rauhaisaan kotipiiriinsä.
Kapteenikin, nopeasti vaatteita vaihdettuansa, oli ottanut

tehokkaasti osaa tarvittaviin toimenpiteisiin; nyt oli kaikki rauhallista,
ja hän havaitsi olevansa kahden kesken Charlottan kanssa.
Tutunomaisen ystävällisesti hän nyt ilmoitti pian lähtevänsä.
Charlotta oli tänä iltana kokenut niin paljon, ettei tuo uutinen
erikoisemmin häneen vaikuttanut; hän oli nähnyt, kuinka ystävä
uhrautui, kuinka hän pelasti ja itse pelastui. Nämä ihmeelliset
tapahtumat tuntuivat ennustavan merkittävää, mutta ei onnetonta
tulevaisuutta.
Eduardille, joka astui sisään Ottilian keralla, ilmoitettiin hänellekin

kapteenin pian tapahtuva poislähtö. Hän epäili asian yksityiskohtien
olleen jo aikaisemmin Charlottan tiedossa, mutta häntä askarrutti nyt
oma itsensä ja omat aikeensa siinä määrin, ettei hän voinut panna
tuota pahaksensa. Päinvastoin: hän kuunteli tarkkaavaisena ja
tyytyväisenä, millaiseen hyvään ja kunniakkaaseen toimeen
kapteenin oli määrä siirtyä. Hillittöminä kiirehtivät hänen salaiset
toivelmansa tapausten edelle. Hän näki jo kapteenin ja Charlottan
liitossa keskenänsä, samoin itsensä ja Ottilian. Tänä juhlapäivänä ei
hänelle olisi voitu keksiä mitään parempaa lahjaa.
Mutta suuri oli Ottilian hämmästys, kun hän huoneeseensa

tultuaan löysi pöydältänsä kauniin lippaan. Hän kiiruhti sen
avaamaan ja havaitsi kaikki niin kauniisti järjestetyksi, ettei rohjennut
ottaa niitä erilleen, tuskinpa tohti niihin kajotakaan. Musliinikankaat,
batisti, silkki, hartiahuivit ja pitsit olivat toinen toistansa hienompia,
soreampia ja kalliimpia. Korutkaan eivät olleet unohtuneet. Hän
käsitti varsin hyvin, että tarkoituksena oli pukea hänet kiireestä
kantapäähän asti useampaan kertaan, mutta kaikki oli niin
kallisarvoista ja vierasta, ettei hän uskaltanut ajatella tuon kaiken
olevan hänen omaansa.
KUUDESTOISTA LUKU.
Seuraavana aamuna kapteeni oli poissa, ja ystäville osoitettu kirje

ilmaisi hänen tuntemaansa kiitollisuutta. Hän ja Charlotta olivat jo
edellisenä iltana sanoneet toisillensa vaillinaiset ja vaiteliaat
jäähyväiset. Charlottasta tuntui, että ero oli oleva ikuinen, ja hän
alistui siihen. Kreivin toisessa kirjeessä, jonka kapteeni oli hänelle
viimein näyttänyt, puhuttiin näet myöskin edullisen avioliiton
toiveista, ja vaikka kapteeni ei kiinnittänytkään tuohon seikkaan
minkäänlaista huomiota, piti Charlotta kuitenkin asiaa jo varmana ja
luopui hänestä täydellisesti.
Sensijaan hän uskoi nyt olevansa oikeutettu vaatimaan toisilta

samanlaista itsensähillintää. Sen, mikä ei ollut hänelle mahdotonta,
täytyi onnistua muillekin. Tässä mielessä hän aloitti keskustelun
puolisonsa kanssa, sitä avoimemmin ja luottavammin, kun tunsi, että
asia oli ratkaistava kerta kaikkiansa.
Ystävämme on lähtenyt luotamme, sanoi hän, me olemme jälleen

samassa suhteessa toisiimme kuin ennen, ja riippunee nyt meistä
itsestämme, tahdommeko täydellisesti palata entiseen olotilaan.
Eduard, joka kuuli vain sen, mikä sukoili hänen intohimoansa, luuli
Charlottan tarkoittavan aikaisempaa leskeyttänsä ja tahtovan, joskin
epämääräisesti, antaa eron toiveita. Niinpä hän vastasikin hymyillen:
Miksipä ei? Kunhan vain pääsisimme yksimielisyyteen.
Niinmuodoin hän tunsi itsensä kovin pettyneeksi, kun Charlotta

virkkoi: Ottiliankin voimme helposti siirtää muualle; meidän tarvitsee
vain valita, sillä on olemassa kaksikin mahdollisuutta saada hänet
suotuisiin olosuhteisiin. Hän voi palata koulukotiin, kun tyttäreni on
siirtynyt tätini luo, ja hänelle tarjoutuu tilaisuus päästä
arvossapidettyyn perheeseen, jossa hän saa ainoan tyttären keralla
nauttia kaikkia säädynmukaisen kasvatuksen etuja.
Ottilia on meidän tutunomaisessa seurassamme siinä määrin

hemmoiteltu, ettei mikään muu liene hänelle tervetullutta, vastasi
Eduard verrattain tyynesti.
Me olemme kaikin hemmoitelleet itseämme, sanoi Charlotta, sinä

et suinkaan vähimmin. Joka tapauksessa kehoittaa kulunut
ajanjakso meitä vakavasti harkitsemaan pienen piirimme kaikkien
jäsenten parasta ja olemaan kieltäytymättä minkäänlaisesta
uhrauksestakaan.
Missään tapauksessa en pidä oikeana enkä kohtuullisena, että

Ottilia joutuu uhrattavaksi, vastasi Eduard, ja niinhän kumminkin
kävisi, jos hänet nyt sysättäisiin vieraiden ihmisten joukkoon.
Kapteenin on täällä tavoittanut hänen hyvä onnensa; me voimme
rauhallisesti, jopa mielihyvinkin nähdä hänen poistuvan luotamme.
Kukapa tietää, mitä Ottilialla voi olla odotettavissa? Miksipä
hätäilisimme?
Mitä meillä on odotettavissa, on jokseenkin selvää, virkkoi
Charlotta hieman liikutettuna, ja koska aikoi kerta kaikkiaan sanoa
sanottavansa, hän jatkoi: Sinä rakastat Ottiliaa, sinä totut häneen.
Kiintymys ja intohimo syntyy ja kasvaa hänessäkin. Miksi emme
lausuisi julki mitä jokainen hetki meille tunnustaa? Eikö meidän tule
olla siinä määrin varovaiset, että kysymme itseltämme, mihin tämä
johtaa?
Ellei siihen voikaan heti vastata, virkkoi Eduard itseänsä hilliten,

niin sopii ainakin sanoa, että juuri silloin on parasta päättää jäädä
odottamaan, mitä tulevaisuus meille opettaa, kun emme kykene
tarkoin sanomaan, mihin jokin asia johtaa.
Sen arvaamiseen ei tarvittane suurtakaan viisautta, vastasi

Charlotta, ja sen verran voinee joka tapauksessa heti sanoa,
ettemme me molemmat enää ole riittävän nuoria kulkeaksemme
umpimähkään, minne emme tahtoisi tai minne meidän ei pitäisi
kulkea. Kukaan ei voi enää pitää meistä huolta; meidän täytyy olla
omat ystävämme, omat hovimestarimme. Kukaan ei odota, että
eksymme äärimmäisyyksiin, kukaan ei odota, että esiinnymme
moitittavina tai kerrassaan naurettavina.
Voitko minua moittia, virkkoi Eduard, joka ei kyennyt vastaamaan

puolisonsa suoraan puheeseen, — voitko minua sättiä, jos
sydämelläni on Ottilian menestys ja onni, eikä suinkaan tulevainen,
jota ei aina käy ennakolta arvaaminen, vaan nykyinen. Ajattelehan,
vilpittömästi ja itseäsi pettämättä, Ottilia temmatuksi pois meidän
seurastamme ja vieraiden ihmisten käskynalaiseksi — minä
ainakaan en tunne olevani kyllin julma pakottaakseni hänet
sellaiseen muutokseen.
Charlotta havaitsi varsin hyvin puolisonsa teeskentelyn takana
piilevän päättäväisyyden. Vasta nyt hän tunsi, kuinka kauas toinen
oli hänestä etääntynyt. Hän huudahti hieman liikutettuna: Voiko
Ottilia tuntea itsensä onnelliseksi, jos hän rikkoo meidän liittomme,
jos hän riistää minulta puolison ja puolisoni lapsilta isän!
Lapsillamme ei tietääkseni ole hätää, virkkoi Eduard hymyillen ja

kylmästi, mutta lisäsi sitten hieman leppoisammin: Miksi
ajattelisimmekaan heti äärimmäistä mahdollisuutta?
Äärimmäinen on intohimoa kaikkein lähinnä, huomautti Charlotta.

Älä kieltäydy, kun on vielä aika, ottamasta vastaan hyvää neuvoani,
meille tarjoamaani apua. Epäselvissä tapauksissa tulee toimia ja
auttaa sen, joka kykenee kirkkaimmin näkemään. Tällä kertaa se on
minun asiani. Rakas, rakkahin Eduard, kuule minua! Voitko vaatia,
että minun on ilman muuta luovuttava hyvinhankkimastani onnesta,
kauneimmista oikeuksistani, sinusta?
Kuka on niin sanonut? kysyi Eduard hieman hämillänsä.
Sinä itse, vastasi Charlotta. Kun tahdot pidättää Ottilian

läheisyydessäsi, etkö samalla myönny kaikkeen, mitä siitä
välttämättä seuraa? Minä en tahdo sinua ahdistaa, mutta ellet
kykene itseäsi voittamaan, et ainakaan voi enää kauan itseäsi
pettää.
Eduard tunsi hänen olevan oikeassa. Lausuttu sana on hirmuinen

yht'äkkiä ilmaistessaan sen, mihin sydän on jo aikoja sitten
suostunut. Niinpä Eduard vastasikin vain hetkeksi ratkaisua
välttääksensä: Enhän ole edes selvillä siitä, mitä oikeastaan aiot.
Aikomukseni oli harkita kanssasi molempia ehdotuksia.
Kumpaankin sisältyy paljon hyvää. Koulukotia pitäisin Ottilialle
soveliaimpana olopaikkana, kun otan huomioon, millainen tyttö
nykyjään on. Mutta tuo suurempaa liikuntavapautta suova tila on
lupaavampi, jos otan huomioon mitä hänestä pitää tulla. — Charlotta
esitti nyt puolisollensa seikkaperäisesti molemmat vaihtoehdot ja
lausui lopuksi: Minä puolestani antaisin etusijan tuon rouvashenkilön
kodille koulukotiin verraten, useistakin syistä, mutta erikoisesti sen
vuoksi, etten tahdo lisätä kiintymystä, jopa intohimoakin siinä
nuoressa miehessä, jonka Ottilia on koulukodissa voittanut
puolellensa.
Eduard näytti hyväksyvän esitetyt näkökannat, mutta teki sen vain

saadaksensa asian siirtymään tuonnemmaksi. Charlotta, joka pyrki
johonkin ratkaisuun, käytti Eduardin luopuessa välittömistä
vastaväitteistä heti tilaisuutta määrätäkseen Ottilian lähdön, jota
varten oli jo salaa kaikki valmistellut, lähimmiksi päiviksi.
Eduardia värisytti; hän piti itseänsä petettynä ja vaimonsa helliä

sanoja keksittyinä, keinotekoisina ja kuuluvina suunnitelmaan, joka
tarkoituksena oli riistää häneltä onni. Näytti siltä, kuin hän olisi
jättänyt asian kokonaan Charlottan ratkaistavaksi, mutta
todellisuudessa hän oli jo tehnyt päätöksensä. Voittaakseen
ajatusaikaa, voidakseen torjua sen arvaamattoman onnettomuuden,
jonka Ottilian poistuminen olisi aiheuttanut, hän päätti lähteä pois
kotoansa, asiaa kokonaan Charlottalta salaamatta, mutta osaten
häntä pettää huomauttamalla, ettei tahtonut olla läsnä Ottilian
poistuessa, eipä edes häntä tästä lähtien kertaakaan nähdä.
Charlotta, joka luuli päässeensä voitolle, avusti häntä kaikin tavoin.
Eduard käski valjastaa hevoset, antoi kamaripalvelijalle tarvittavat
ohjeet, mitä hänen oli kerättävä matkalaukkuihin ja miten häntä
seurattava, istuutui sitten, ikäänkuin olisi jo ollut jalka jalustimessa,
kyhäämään kirjettä.
Eduard Charlottalle.
Rakkaani, olkoonpa meitä kohdannut onnettomuus korjattavissa

tai ei, joka tapauksessa tunnen: ellen tahdo joutua epätoivon
valtaan, täytyy minun keksiä keino ratkaisun tuonnemmaksi
siirtämistä varten, itseni ja meidän kaikkien vuoksi. Uhrautuessani
voin jotakin vaatia. Minä lähden kotoani ja palaan vasta
suotuisampien, rauhallisempien olojen käytyä mahdolliseksi. Sinun
tulee sill'aikaa hoitaa taloa, mutta Ottilian keralla. Tahdon tietää
hänen olevan sinun eikä vieraiden ihmisten luona. Pidä hänestä
huolta, kohtele häntä samoinkuin tähänkin asti, vieläpä
hellemminkin, ystävällisemmin, arkatuntoisemmin. Minä lupaan olla
punomatta mitään salaista suhdetta Ottilian ja itseni välille. Jättäkää
minut mieluummin joksikin aikaa ihan tietämättömäksi siitä, miten
elätte; minä tahdon ajatella kaikkein parasta. Ajatelkaa te samoin
minusta. Yhtä sinulta vain pyydän mitä hartaimmin: älä yritä toimittaa
Ottiliaa minnekään muualle, uusiin olosuhteisiin. Sinun linnasi, sinun
puistosi piirin ulkopuolella, vieraitten ihmisten hoiviin jätettynä hän
kuuluu minulle, ja minä olen ottava hänet haltuuni. Mutta jos
kunnioitat kiintymystäni, toiveitani, tuskiani, jos sukoilet utuista
uskoani ja pyyteitäni, en minä puolestani tahdo vastustaa
paranemista, jos se osoittautuu minulle mahdolliseksi. —
*****
Viimeinen käänne kirposi Eduardin kynästä, ei hänen

sydämestänsä. Alkoipa hän, sen paperilla nähdessään, katkerasti
itkeä. Pitäisikö hänen jollakin tavoin luopua siitä onnesta, tai
vaikkapa onnettomuudestakin, jonka Ottilian rakastaminen hänelle
tuotti! Vasta nyt hän tunsi mitä teki. Hän poistui tietämättä mikä
saattoi olla seurauksena. Missään tapauksessa hän ei nyt enää
näkisi Ottiliaa, ja mitä varmuutta hänellä voikaan olla siitä, että hän
vielä joskus hänet näkisi? Mutta kirje oli kirjoitettu, hevoset odottivat
portaitten edessä, hänen täytyi joka hetki pelätä näkevänsä jossakin
Ottilian ja samalla nähdä päätöksensä tuhoutuneena. Hän malttoi
mielensä, ajatteli, että oli sentään mahdollista palata, milloin tahtoi,
ja juuri poistumalla päästä lähemmäksi toiveitansa. Muussa
tapauksessa, jos hän jäisi, Ottilia joutuisi pois talosta. Hän sulki
kirjeen, riensi portaita alas ja ponnahti satulaan.
Ratsastaessaan majatalon ohi hän näki lehtimajassa istuvan sen

kerjäläisen, jolle oli edellisenä yönä antanut runsaan lahjan. Mies
nautti tyytyväisenä päivällisateriaansa, nousi ja kumarsi Eduardille
kunnioittavasti, jopa ihaillenkin. Sama olento oli ilmestynyt hänen
tiellensä eilen, kun hän oli käyskellyt Ottilian keralla; nyt se muistutti
hänelle tuskallisesti hänen elämänsä onnellisinta hetkeä. Hänen
kärsimyksensä äityi; menettämisen tunne oli hänelle sietämätön, hän
katsahti vielä kerran kerjäläiseen ja huudahti: Sinä kadehdittava
olento, joka voit vielä nauttia eilistä almua, kun minulle ei ole jäänyt
mitään eilisestä onnestani!
SEITSEMÄSTOISTA LUKU.
Kuullessaan jonkun ratsastavan pihasta Ottilia astui ikkunaan ja ehti

vielä nähdä Eduardin poistuvan. Ottiliaa ihmetytti, että hän lähti
häntä näkemättä, lähettämättä hänelle aamutervehdystä. Hän kävi
levottomaksi ja yhä mietteliäämmäksi, kun Charlotta vei hänet
mukanansa pitkälle kävelyretkelle puhuen monenlaisista asioista,
mutta jättäen ilmeisesti tahallaan puolisonsa mainitsematta. Sitäkin
hämmästyneempi hän oli, kun kotiin palattua näki pöydän katettuna
ainoastaan kahta varten.
Mitättömältä näyttävistä tottumuksista luopuminen tuntuu meistä

epämieluiselta, mutta tuskalliseksi se muuttuu vasta tärkeissä
tapauksissa. Eduard ja kapteeni olivat poissa, Charlotta oli pitkästä
ajasta ensi kerran järjestänyt itse ruokapöydän, ja Ottiliasta tahtoi
tuntua siltä, kuin hänet olisi virasta erotettu. He istuivat vastapäätä
toisiansa; Charlotta puhui ihan luontevasti kapteenin uudesta
toimesta pitäen hyvin vähän luultavana, että hän pian tulisi käymään
talossa. Ottiliaa lohdutti vain se, että hän voi otaksua Eduardin
ratsastaneen ystävänsä jälkeen saatellakseen häntä vielä vähän
matkaa.

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Business Intelligence A Managerial

Perspective On Analytics 3rd Edition

Business Intelligence A Managerial Perspective On

Business Intelligence A Managerial Perspective On

Business Intelligence Analytics and Data Science A

Business Intelligence Analytics and Data Science A

Business Intelligence and Analytics Systems for

International Business A Managerial Perspective 8th

Business Analytics 3rd Edition Cam Solutions Manual

Business Analytics 3rd Edition Evans Solutions Manual

5 Text and Web Analytics

Learning Objectives for Chapter 5

This chapter provides a comprehensive overview of text analytics/mining and Web

5.1 OPENING VIGNETTE: MACHINE VERSUS MEN ON JEOPARDY!: THE

5.2 TEXT ANALYTICS AND TEXT MINING OVERVIEW

5.3 NATURAL LANGUAGE PROCESSING

5.4 TEXT MINING APPLICATIONS

5.5 TEXT MINING PROCESS

5.6 SENTIMENT ANALYSIS

5.7 WEB MINING OVERVIEW

5.8 SEARCH ENGINES

5.9 WEB USAGE MINING (WEB ANALYTICS)

5.10 SOCIAL ANALYTICS

TEACHING TIPS/ADDITIONAL INFORMATION        

ANSWERS TO END OF SECTION REVIEW QUESTIONS      

1. What is Watson? What is special about it?

Watson is a question answering (QA) computer system developed by an IBM

The DeepQA architecture involves massive parallelism, many experts, pervasive

Section 5.2 Review Questions

1. What is text analytics? How does it differ from text mining?

Text mining is the application of data mining to unstructured, or less structured,

3. Why is the popularity of text mining as a BI tool increasing?

4. What are some popular application areas of text mining?

• Information extraction. Identification of key phrases and relationships

• Summarization. Summarizing a document to save time on the part of the

• Categorization. Identifying the main themes of a document and then

• Clustering. Grouping similar documents without having a predefined set

• Concept linking. Connects related documents by identifying their shared

• Question answering. Finding the best answer to a given question through

1. What is natural language processing?

Natural language processing (NLP) is an important component of text mining and

2. How does NLP relate to text mining?

3. What are some of the benefits and challenges of NLP?

• Part-of-speech tagging. It is difficult to mark up terms in a text as

• Text segmentation. Some written languages, such as Chinese, Japanese,

• Syntactic ambiguity. The grammar for natural languages is ambiguous;

• Imperfect or irregular input. Foreign or regional accents and vocal

4. What are the most common tasks addressed by NLP?

Following are among the most popular tasks:

• Natural language generation

• Natural language understanding

• Foreign language reading

• Foreign language writing

• Optical character recognition

Section 5.4 Review Questions

Text mining has become invaluable for customer relationship management.

2. How can text mining be used in security and counterterrorism?

Students may use the introductory case in this answer.

Another security-related application of text mining is in the area of deception

3. What are some promising text mining applications in biomedicine?

As in any other experimental approach, it is necessary to analyze the vast amount

Section 5.5 Review Questions

1. What are the main steps in the text mining process?