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1 © Copyright 2012 EMC Corporation. All rights reserved.
Disruptive Data Science
Annika Jimenez David Dietrich
2 © Copyright 2012 EMC Corporation. All rights reserved.
Agenda
CareCore National’s Evolution
Data-Driven Transformations
EMC’s Assist
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CareCore’s Role in Health Care
Clinics, Hospitals,
HC Centers,
Providers
Insurance Companies (Carriers)
• Providers’ Performance • Fraud Detection • Reduced Liability • Sources of Variability • Industry Statistics
• Optimized Compensation • Legal Actions • Accurate Payments
• Cost-Effective Treatment • Knowledge Dissemination • Reduced Liability • Sources of Variability • Industries Statistics • Providers’ Performance
Patients (Members)
• Optimized Price • Legal Action • Customized Plans • Better Services
• Better Selection of Providers • Better Selection of Clinics • Improved Expenses Planning
• Industry’s Statistics • Clinic’s Performance • Providers’ Performance
• Claims • Diagnosis • Treatments • Procedures • Cost • Patient’s Profiles
Plan Customers
• Employees Analysis • Industry’s Statistics • Potential of Savings
• Legal Action • Optimal Site Redirection
• Improved Benefits and Value
• Better Services
• Legal Action • Improved Employee’s Satisfaction
• Better prices and options
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Pathway Traversal Prediction
Patient Profile
Provider Profile
Plan Details
Claims History
Prior Pathway
Traversals
Patient Provider CPT Plan
Pathway Traversals
Predicted
Actual
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95% CI
Predictive Modeling In the Call Center
Patient profile
Provider profile
Plan details
Actual traversal
Predicted traversal
Traversal anomaly: Triage the call
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CareCore National Analytics Phases
Data Value
1.0 CCN Analytics
2.0 Analytics as a Service
3.0 AaaS @ Scale
1.5 CCN Analytics (BI + Predictive)
• Greenplum Platform • Data Source = CCN+ • BI-Centric • Operationally Oriented • Customer is CCN
• New Customer Orientation • New Solutions Development • Data Source = Carrier+ • 2.0 Batch 2.5 Data Exchange
• Data Exchange • Workflow Management
Tim
e
Customer = External Customer = CCN
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Big Data
• Large Volumes
• New Sources
• Low Latencies
Key Characteristics
• New Platforms
• New Roles
• New Techniques
Implications for the Enterprise
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High
Future Past TIME
BUSINESS VALUE
Business Intelligence
Predictive Analytics & Data Mining (Data Science)
Typical Techniques & Data Types
• Optimization, predictive modeling, forecasting, statistical analysis
• Structured/unstructured data, many types of sources, very large data sets
Common Questions
• What if…..? • What’s the optimal scenario for our
business ? • What will happen next? What if these
trends continue? Why is this happening?
Business Intelligence
Typical Techniques & Data Types
• Standard and ad hoc reporting, dashboards, alerts, queries, details on demand
• Structured data, traditional sources, manageable data sets
Common Questions
• What happened last quarter? • How many did we sell? • Where is the problem? In which
situations?
Data Science
Low
Big Data Requires New Approaches to Analytics Data Science & Big Data Analytics
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Industries Are Broadly Embracing Data Science
Retail
•CRM – Customer Scoring
•Store Siting and Layout
•Fraud Detection / Prevention
•Supply Chain Optimization
Advertising & Public Relations
•Demand Signaling
•Ad Targeting
•Sentiment Analysis
•Customer Acquisition
Financial Services
•Algorithmic Trading
•Risk Analysis
•Fraud Detection
•Portfolio Analysis
Media & Telecommunications
•Network Optimization
•Customer Scoring
•Churn Prevention
•Fraud Prevention
Manufacturing
•Product Research
•Engineering Analytics
•Process & Quality Analysis
•Distribution Optimization
Energy
•Smart Grid
•Exploration
Government
•Market Governance
•Counter-Terrorism
•Econometrics
•Health Informatics
Healthcare & Life Sciences
•Pharmaco-Genomics
•Bio-Informatics
•Pharmaceutical Research
•Clinical Outcomes Research
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Data-Driven Transformations
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Transformation Catalysts
Time
Data Availability
Distributed Computing
Analytics Tools & Platform
DS Skill Availability
Org Alignment
Process & Change Mgt
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Transformation Catalysts
Time
Data Availability
Distributed Computing
Analytics Tools & Platform
DS Skill Availability
Org Alignment
Process & Change Mgt
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Big Data Analytics Is Now Central to Enterprise Strategy
Big Data Analytics COO CMO
CIO
CFO CSO
CPO
CEO
• Unified User Profiling • Segmentation • Churn Prediction • Lifecycle Management • Purchase Funnel Analysis • Brand Analytics • Campaign Analytics
o Media Mix Modeling o SEM Optimization o Behavioral/Social
Targeting o Attribution o ROI Optimization o Social Effects
• Pricing • Demand Forecasting
• Online Behavioral Analyses:
• Other product-sourced data & behavioral analytics o Mobile devices o DVRs o Smart meters o Other electronics
• Vertically Specific Product Development o Genetic mining o Imaging o Oil/gas exploration
• Unauth. User Access Detection
• Web Server Attack Detection
• Malware Protection • Advanced Persistent
Threat Detection
• Fraud Detection • Error Log Analysis • Complaint Data Analysis • Call Center Data Analysis • Demand
Planning/Forecasting • Quality/ Reliability
Analysis • Fault/Service Failure
(Detection/Prediction)
• IT Log Analytics • Error/event Logs
Analytics • Network Analytics
• KPI Definition • Risk Modeling • Compliance
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Transformation Catalysts
Time
Data Availability
Distributed Computing
Analytics Tools & Platform
DS Skill Availability
Org Alignment
Process & Change Mgt
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Big Data Analytics Is Different from Traditional BI
“BIG DATA ANALYTICS”
“TRADITIONAL BI”
GBs to 10s of TBs
Operational
Structured
Repetitive
10s of TB to Pb’s
External + Operational
Mostly Semi-Structured
Experimental, Ad Hoc
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Data Science Team as Your New Source of Innovation
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Traditional Analytics Process
sample.csv
Time-to-Insights
Data Prep DB Extract DB Import spec.docx scores.csv
Not a Scalable Process!
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Data Prep
Time-to-Insights
Analytics with Greenplum Marketing optimization with MADlib
> SELECT householdID, variables
FROM households
ORDER BY RANDOM()
LIMIT 100000;
> SELECT run_univariate_analysis (
'households_training',
'variables');
WHERE pvalue<.01 AND r2>.01;
> SELECT run_regression(
'univariate_results',
'households_training');
> SELECT householdID,
madlib.array_dot(
coef::REAL[],
xmatrix::REAL[])
FROM coefficients, households;
MADlib
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People & Skills Three Key Roles of the New Data Ecosystem
Note: Figures above reflect a projected talent gap in US in 2018, as shown in McKinsey May 2011 article Big Data: The next frontier for innovation, competition, and productivity
Role
Deep Analytical Talent
Data Savvy Professionals
Technology & Data Enablers
Data Scientists Projected U.S. talent gap: 140,000 to 190,000 Projected U.S. talent gap: 1.5 million
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Profile of a Data Scientist
Curious & Creative Technical
Quantitative
Communicative & Collaborative
Skeptical
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Specific Data Science Skills & Traits
1
2
3
4
5
EDW
Apply data science methods in their current roles
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The Greenplum Data Science Team
Senior Director, Data & Insights Services, Yahoo! (MIA, UCSD)
Principle Scientist at RSA, Fraud Detection, Speech and Language Processing (M.S. in Signal Processing)
Marketing optimization (Ph.D. in Operations Research)
Stochastic machine learning (Ph.D., Australian National University)
Director of Analytics at M-Factor, DemandTec (M.S., Berkeley)
Data Mining in Healthcare (Ph.D. and Postdoctoral Fellow, Australian National University)
• Biomedical Informatics (Ph.D., Stanford)
• Research Engineer at Fox Interactive Media, eHarmony (M.S. in Applied Mathematics)
• Quantitative modeling and risk management in trading and finance (Ph.D. in Economics, Princeton, M.S. in Mathematics, Courant Institute)
• Mechanical Engineering (Ph.D., Stanford)
• Statistician, Bayesian Analysis (M.S., Statistics, Stanford)
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Biggest Obstacles to Data Science Adoption
Q25 : The biggest obstacle to Data Science adoption in our organization is: (Coded for Total)
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The Question of Org
Central Model
Decentralized Model
• Data Science sits within IT • Close proximity to data platform • Cross-initiative scalability • Establishment of best practices • Jump-start ―data driven‖ culture • Centrally defined prioritization • Lack of domain expertise
• Data Science sits with LOB • Distanced from data platform • Limited scalability across org • Lack of best practices • Slower ―data driven‖ culture • LOB defined prioritization • Strong domain expertise
A B
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The Question of Org
Central Model
Decentralized Model
A B
Hybrid Model
• Data Science in IT with physical LOB placement
• Close proximity to data platform • Cross-initiative scalability • Establishment of best practices • Jump-start ―data driven‖ culture • LOB driven prioritization • Strong domain expertise
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Process & Change Management
Project Workspaces
Data Analysis
Publish and
Iterate
Explore the
Data
Collaboration
Translate Vision into Concrete
Projects
Prioritize with Stakeholders
Roadmap and Resource
Solidify Integration Points with
Dependencies
Socialize Progress
Deliver Wins!
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New Roles Required Beyond Core DS Team
+ Analytics Executive – ―Chief Analytics Officer‖?
+ Engagement Managers
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EMC’s Assist
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Greenplum Unified Analytic Platform
Agile Big Data Analytics
Rich Capabilities for Complex Analytics
Extends Leading Tools
Fully Customizable for Analytics
Increases Analytical Productivity & Results
Extends Insight By Combining All Data
Augmented by the Greenplum Data Science Team
Developed, Packaged, Supported by EMC
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Analytics Solutions: Goals
Overcome the analytics gap
Generate continuous insights by developing re-usable models on massive data sets
Produce actionable, ready-to-deploy models
Build collaborative relationships among data stakeholders
Educate users on the development of tools and best practices
Establish a strategic vision for on-going analytics development
GREENPLUM ANALYTICS LABS
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Analytics Lab: Packages
LAB PRIMER (1-Day Workshop)
• Analytics Roadmap
• Prioritized Opportunities
• Architectural Recommendations
LAB 600 (6-Week Lab)
• Analytics Roadmap
• Prof. services on GPDB*
• Ready-to-deploy model(s)
LAB 1200 (12-WEEK LAB)
• Analytics Roadmap
• Prof. services on GPDB*
• Ready-to-deploy model(s)
LAB 100 (Analytics Bundle)
• On-site MPP Analytics Training
• Analytics tool-kit
• Quick insight (2 weeks)
*GPDB priced separately
GREENPLUM ANALYTICS LABS
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Skills Matrix, Based on Recent Students
Technical Ability
Recent STEM Grads
Business Intelligence
Professionals, IT
Quantitative Analysts, Statisticians,
Business and data analysts
Quantitative Skills
Data Scientists
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Data Science and Big Data Analytics Course and EMCDSA Certification
Course Overview
• ―Open‖ curriculum
• Practitioner’s approach
• Enables immediate
participation on analytics
projects
• Prepares for EMC Proven
Professional Data Science
Associate (EMCDSA)
Certification
Details
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Summary – Transformation Success Criteria
Establish a clear vision for the role of Big Data Analytics
Understand end-to-end platform dependencies
Embrace the UAP paradigm
Educate & build your Data Science Dream Team
Organize to your contextual reality
Initiate smart process
Deliver one concrete ―win‖
Socialize, socialize, socialize
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Q & A
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Other Relevant Greenplum Sessions
Session Presenter Times Unified Analytics Platform Introduction Brian Wilson Tues 10:00-11:00 Thurs 1:00-2:00
Greenplum Database Overview Michael Crutcher Mon 8:30-9:30 Wed 10:00-11:00
Greenplum Hadoop Overview Susheel Kaushik Mon 10:00-11:00 Wed 4:15-5:15
Greenplum DCA Overview Hanxi Chen Mon 4:00-5:00 Thurs 10:00-11:00
Greenplum Analytics Workbench Apurva Desai Wed 8:30-9:30 Thurs 10:00-11:00
Analytics on Hadoop Don Miner Tues 11:30-12:30 Thurs 8:30-9:30
Optimizing Greenplum Database on VMware Virtualized Infrastructure
Kevin O’Leary Mon 4:00-5:00 Tues 4:15-5:15
Big Data Driven Businesses in Action: Creating Real Business Value Using Greenplum UAP (Panel w/4 Customers)
Mike Maxey Wed 4:15-5:15 Thurs 11:30-12:30
Analytics for Business Value: Collaboration Josh Klahr Mon 10:00-11:00 Wed 2:45-3:45
Disruptive Data Science — How Data Science and Big Data are Transforming Business, IT and People
Annika Jimenez David Dietrich
Tues 4:15-5:15 Thurs 11:30-12:30
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Thank You