Predictive Analytics: A New Wealth of Options

CONFIDENTIAL

PREDICTIVE ANALYTICS WITH SAP SYBASE IQ JOYDEEP DAS PRODUCT MANAGEMENT

APRIL 17, 2012

©  2012 SAP AG. All rights reserved. 2

BUZZ IN THE INDUSTRY - I Unleashes Business Value

Operational Efficiencies

Revenue Growth

New Strategies & Business Models

Business Value*


BUZZ IN THE INDUSTRY - II New Demands, New Opportunities

Mining New Sources of Data •  Large volumes of data beyond structured

•  Text, social, clickstream, geospatial •  Interactive, on-the-fly analysis •  New methodologies

•  e.g. social network analysis

Proliferation •  Increased usage by non-technical

business users •  Embedded in applications

•  e.g. recommendation engines in CRM

•  Platform has to be accessible and support more users!


SAP Sybase IQ A Powerful Platform For Predictive Analytics – Sample Case Study #1

Sybase IQ significantly enhanced AOK Hessen’s ability to handle complex business predic0ons involving mul0-‐dimensional analysis of many input variables.

AOK Hessen, a large health insurance company, searches for pa+erns across all exis8ng informa8on – medical treatment, prescrip8on, insurance benefits – simultaneously.

“The divisions currently using the tool run a significantly greater number of analyses than ever before. They keep discovering new ways of drilling down into data while working with the soCware.”

-‐ Michael Shimmelpfennig, Service Manager, IT-‐Business Department


SAP Sybase IQ A Powerful Platform For Predictive Analytics – Sample Case Study #2

Sybase IQ enables Playphone to gain significant compe00ve advantage through new capabili>es in customer targe0ng, opera0onal efficiency and fraud detec0on.

Playphone, a leading global mobile entertainment and media company, enables customer analy8cs for large scale marke;ng campaigns using advanced predic8ve models on Sybase IQ -‐ crunching through

customer behavior, purchasing history, and many other relevant metrics.

“Sybase IQ is a brilliant analy;cs engine. I don’t know that the business would s8ll be here today without our Sybase solu8ons.”

-‐ Simon Rose, Director Of Infrastructure


SAP Sybase IQ Our Objective

Find buried signal in time! Or, get buried in Data!

Model Diversity Big Data Complex Alternatives

Deal With It


SAP Sybase IQ PlexQ Technology: Versatile With Multiple Options For Predictive Analytics

Pull Out Push Down

Data Mining Tools

BI/DM Tools

Federated Push - Pull

BI Tools

Accelerated Access Drivers

Embedded libraries

Method I Method II Method III

Full Mesh High Speed Interconnect

IBM SPSS

SAS R

Panopticon

KXEN

Hadoop

R

Fuzzy Logix Visual Numerics


SAP Sybase IQ Method I: Traditional Pull To Client

Pull Out

Data Mining Tools

Accelerated Access Drivers

Method I


IBM SPSS

SAS R

Standard Drivers Optimized Drivers

  Pervasive Method

  Myriad Tools

  Available Skillset


SAP Sybase IQ

Fetch data from database

Create datasets for analy>cal packages

Analyze data using sta>s>cal func>ons on proprietary plaMorms

Store results from datasets back into database

Generate reports

Time consuming process Could run into memory constraints with large data sets

Proprietary plaMorms make it very difficult to embed in applica8ons

Another 8me consuming process which could slow down the delivery of results to end-‐users

Data

Volume

Processing Time

Accuracy

Compromise on at least one key area

Visualization Database Server Logic/Filtering Applied Outside Database Server

Visualization Logic/Filtering Applied Inside Database Server

!

Overcoming Method I: Avoid Pull


SAP Sybase IQ

Models per month

2000

2005

2010 2015

Factory Analysis

Craftsman Analysis

Fully automated modeling process

•  Regression

•  Classification

•  Segmentation

•  Time series forecasting

•  Association rules

Identify key variables

Generate Sybase IQ specific SQL code

Executive and operational reports

Easy to Use Time to Market More Models

In-database Push down

KXEN

Push down (Method II): Solution #1 with KXEN


SAP Sybase IQ Push down (Method II): Solution #2 with Fuzzy Logix

Visualization Fuzzy Logix Libraries Executed Inside Sybase IQ

Application Algorithms Direct Marke0ng: Op>mize the performance of Internet Marke>ng Customer Reten>on

K-‐ Means, Correla>on, PorKolio Op>miza>on, PCA, Logis>c Regression

Marke0ng Services: Accelerate the speed of model development for their clients

Sparse Matrix Calcula>ons, Correla>on, Euclidean Distance

Health Insurance: Risk Management and Client Management Teams -‐ Scoring models to assess the quality and efficiency of care

Sparse Matrix Calcula>ons, Correla>on, Euclidean Distance

Banking: Risk Management Correla>on, Simula>on, Regression, Cubic Spline, Matrix Opera>ons


SAP Sybase IQ Push down (Method II): Solution #3 with Zementis

Database Server Sybase IQ

Applica>ons

PMML (models) PMML (models) PMML (models)

Zemen>s PMML Preprocessor (convert & validate)

Universal Plug-‐In

SQL

Predic>ons

UDFs

Bridge

PMML

Express Complex Computa0ons In Industry Standard Predic0ve Modeling Markup Language (PMML), Plug In Models Close To data for execu0on


SAP Sybase IQ Push down (Method II): Solution #3 with Zementis (contd)

Delivers a wide range of model types for high performance scoring, including: •  Decision Trees for classification and regression •  Neural Network Models: Back-Propagation, Radial-Basis Function, and Neural-Gas •  Support Vector Machines for regression, binary and multi-class classification •  Linear and Logistic Regression (binary and multinomial) •  Naïve Bayes Classifiers •  General and Generalized Linear Models •  Cox Regression Models •  Rule Set Models (flat decision trees) •  Clustering Models: Distribution-Based, Center-Based, and 2-Step Clustering •  Scorecards (point allocation for categorical, continuous and complex attributes) •  Association Rules •  Also implements data dictionary, missing / invalid values handling and data pre-processing

Handles most SAS models publishable in PMML from SAS Enterprise Miner


SAP Sybase IQ Push down (Method III): Solution #1 Federated Push-Pull With “R”

PUSH-‐PULL FEDERATION:

-‐ UDF Bridge Between Sybase IQ and “R” server

-‐ Fire SQL against Sybase IQ that pushes “R” models embedded in UDFs to “R” server for execu>on

-‐ UDFs pulls results back for combining with rest of SQL query results in Sybase IQ

-‐ Supports most “R” models

C++ UDF “R” Server

SQL Queries


SAP Sybase IQ Push down (Method III): Solution #2 Client Side Push-Pull

Sybase IQ Predictive Analytics

Job Results

$

QUEST Toad for Cloud Databases

Hadoop Hive MR Job Results

•  Ideal for bringing together predictive analytics computations from different domains

• Better performance when computation from each domain is pushed down to each branch and then pulled together


SAP Sybase IQ Push down (Method III): Solution #3 Data Federation Push-Pull

•  Ideal for combining subsets of HDFS data with Sybase IQ data for operational analytics

• HDFS data not implicitly stored in Sybase IQ: Fetched into Sybase IQ In-memory tables on the fly as part of query fired at Sybase IQ

Predictive Queries

UDF Bridge Hadoop

Distributed File System


SAP Sybase IQ Push down (Method III): Solution #4 Query Federation Push-Pull

Predictive Queries

UDF Bridge Hadoop

MapReduce Jobs

•  Ideal for combining subsets of Hadoop MapReduce job results with Sybase IQ data for operational analytics

• Hadoop MapReduce results not implicitly stored in Sybase IQ: Fetched into Sybase IQ In-memory tables on the fly as part of query fired at Sybase IQ


SAP Sybase IQ Push down (Method III): Solution #5 Federated Push-Pull Text Analytics

Data Files

Text Index

(ISYS)

BLO

B

Web

Service

SAP BusinessObjects

Data Services Sybase IQ

1. Limit Textual Corpus 2. Extract Concepts/Entity Relationships 3. Mine Resulting Schemas

iSYS-‐Search Document Filters

Kapow So[ware

FourSquare

Twitter

Amazon

Facebook


SAP Sybase IQ

Data Discovery (Data Scien0sts)

Applica>on Modeling (Business Analysts)

Reports/Dashboards (BI Programmers)

Business Decisions (Business End Users)

Infrastructure Management

(DBAs)


A Versatile Platform For Predictive Analytics


SAP Sybase IQ Summary – transform your business

• Predictive Analytics going mainstream

• Many options available

• SAP Sybase IQ has a broad and comprehensive support

THANK YOU!

[email protected]


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Predictive Analytics: A New Wealth of Options

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