What you will learn

• Construct and inspect vocabulary and TF-IDF representations of a marketing corpus, and select and justify the number of topics and the use of hard or soft membership.

• Tune topic-model parameters, preserve reproducible model outputs, and evaluate topic quality using within-topic similarity, between-topic separation, diagnostic sweeps, and exemplar documents.

• Construct adjacency matrices and directed or weighted graphs from text and social-media interactions.

• Interpret reciprocity, centrality, attributes, and bridge structures while documenting filtering and threshold choices.