A key aspect of word of mouth marketing are emotions. Emotions in texts help propagating messages in conventional advertising. In word of mouth scenarios, emotions help to engage consumers and incite to propagate the message further. While the function of emotions in offline marketing in general and word of mouth marketing in particular is rather well understood, online marketing can only offer a limited view on the function of emotions. In this contribution we seek to close this gap. We therefore investigate how emotions function in social media. To do so, we collected more than 30,000 brand marketing messages from the Google+ social networking site. Using state of the art computational linguistics classifiers, we compute the sentiment of these messages. Starting out with Poisson regression-based baseline models, we seek to replicate earlier findings using this large data set. We extend upon earlier research by computing multi-level mixed effects models that compare the function of emotions across different industries. We find that while the well known notion of activating emotions propagating messages holds in general for our data as well. But there are significant differences between the observed industries.

Clever sampling methods can be used to improve the handling of big data and increase its usefulness. The subject of this study is remote sensing, specifically airborne laser scanning point clouds representing different classes of ground cover. The aim is to derive a supervised learning model for the classification using CARTs. In order to measure the effect of different sampling methods on the classification accuracy, various experiments with varying types of sampling methods, sample sizes, and accuracy metrics have been designed. Numerical results for a subset of a large surveying project covering the lower Rhine area in Germany are shown. General conclusions regarding sampling design are drawn and presented.

Making sense of the physical world has always been at the core of mapping. Up until recently, this has always dependent on using the human eye. Using airborne lasers, it has become possible to quickly "see" more of the world in many more dimensions. The resulting enormous point clouds serve as data sources for applications far beyond the original mapping purposes ranging from flooding protection and forestry to threat mitigation. In order to process these large quantities of data, novel methods are required. In this contribution, we develop models to automatically classify ground cover and soil types. Using the logic of machine learning, we critically review the advantages of supervised and unsupervised methods. Focusing on decision trees, we improve accuracy by including beam vector components and using a genetic algorithm. We find that our approach delivers consistently high quality classifications, surpassing classical methods.