On December 17-18, our school held a workshop on “Analysis and Application of Lyricism” and invited Professor Lin Yuxi from Texas Tech University to give a lecture entitled “Social Media Text Analysis”. The course of this workshop focuses on social network big data analysis, introduces the basic concepts and methods of social network analysis, and focuses on the methods of text data analysis from two parts: sentiment analysis and text mining. During the teaching process, Professor Lin Yuxi cited the data including Alibaba's telephone customer service center records, US insurance claims, online mall review information and other data for case analysis. The teaching style is vivid and rich, and it has strong theoretical and practical.

Professor Lin Yuxi 

Professor Lin and the teachers and students

After the successful completion of the workshop, Professor Lin was invited to give a lecture on the theme of “Precision Marketing in the Digital Economy Era” for teachers and students of the school on the afternoon of the 19th. Professor Lin first introduced the characteristics of the digital economy era. The digital economy is called the economy based on digital computing technology and the economic sum of information activities of the whole society, integrating the important achievements of global computer technology, network technology, information science and economic theory for more than half a century. Electronic business, electronic business infrastructure and digital social media are growing rapidly. In addition, Professor Lin cuts through the big data marketing: precision + real-time, multi-marketing data integration, and analyzes the adverse selection and moral hazard in precision marketing. He pointed out that precision marketing, as the cutting edge of e-commerce, has been innovated in the past 20 years and has become an important field in the digital economy era. Since 2010, it has entered the stage of real-time bidding advertising. At present, with the blockchain and artificial intelligence technology, precision marketing continues to develop.

After the lecture, the students also asked Professor Lin about other issues of precision marketing and artificial intelligence, and hoped to have more opportunities to understand the cutting-edge knowledge and dynamics of interdisciplinary fields in the future. (Writer/Lisha Luo Yunjuan Yang Can)

Speaker Profile:

    Lin Yixi, Master of Computer Engineering, Tsinghua University (1982), Master of Economics (1996) and Information Systems (1999), University of Texas at Austin, USA; Information Tenure Professor, School of Business, Texas Tech University, USA; research direction for social networks, e-commerce , distributed business intelligence, internet finance, precision marketing, etc., has published more than 200 international academic papers. 2007-2013 Overseas Dean, School of Economics and Information Engineering, Southwestern University of Finance and Economics, Director of the Key Laboratory of Financial Intelligence and Financial Engineering of Sichuan Province, 2008-2015. In 2016, he was employed as a scholar in Sichuan Province and joined the School of Economics of Xihua University. His current research interests are digital economy, big data application, and financial technology.