SAS Enterprise Miner for Marketing Automation -

Copyright © 2003, SAS Institute Inc. All rights reserved.

New directions inSAS Enterprise Miner®

for SAS® 9.1Sascha SchubertProduct Manager Data MiningSAS EMEA

David DulingEM Development DirectorSAS Inc.


Agenda

! Data Mining in the Intelligence Value Chain

! Objectives for SAS 9.1� Usability� Scalability � Interoperability� Manageability

! Demo


Data Mining in the Intelligence Value Chain

Product Manager Data Manager Call Center Data Miner

Data Miner! Builds tables from queries! Creates statistical models! Passes models to consumers

Consumers of datamining! BI planning! IT Scoring ! Front Office automation


Usability

! SAS Client � EM 4.3 bus

! Java Client � EM 5.1

! SAS Code Node

iness analysts & statisticians

business analysts & statisticians

Add custom analytical functionality


EM 4.3 - SAS Client

− Continuation of our existing client/server system− New Interactive Grouping node− Multi-threaded procedures− Generates SAS, C, and Java Score code− Model registration to EM Model Repository


EM 5.1 � Thin Client

Enhancements

! Java Based

! Multiple active windows

! Integrated graphics

! Consistent controls

! On-line help

! Asynchronous processing

! Model Packages


EM 5.1 Visual Data ExplorationInteractive graphics available for any data at any time


EM 5.1 Model Assessment and Selection ToolsConsistent printed and graphical output for all models


EM 5.1 New Nodes

! Rule Induction � Useful for classifying rare events. ! AutoNeural � Automatically search for the optimal NN architecture ! DMINE Regression � builds a model using PROC DMINE

� Binning, grouping, interaction building! Principal Component - creates principal components from

covariance or correlation matrix ! StatExplore - creates univariate and multivariate descriptive

statistics for most important variables

! Merge - merges observations from two or more data sets or more into a single observation in a new data set.

! Drop Variables � drops unwanted variables from data for efficieny


New Procedures

! Support Vector Machines (exp) � popular algorithm for general classification problems

! Web Path Analysis � provides efficient and scalable mining of frequent paths from click-stream data.

! Taxonomy � supports hierarchical associations to populate rules at different levels in the hierarchy.

! ARBOR � decision tree - enables interactive training on the server and provide improved performance of disk resident data.


New Tree ApplicationInteractive Training on the entire training table


Scalability

! Multi-tasking model training

! Multi-threaded procedures

! Wide data set support

Parallel processing in the PFD

Proc DMINE, DMREG, Sort, Summary�

Real-world data with thousands of variables


Enhanced Performance

! Uses MP CONNECT technologies to distribute mining processes across multiple CPUs providing the ability to run nodes in parallel.

! Uses SAS Multithreaded Procedures


Performance Tests

4 tasks

� Train four identical models� Tree� Logistic Regression� MLP Neural Network

� %gendata(rows,vars) ;� rows= 1, 4, 16, 64, 256K� vars= 4, 16, 64, 256

� Tasks = 1, 2, 4 � N=3*4*4*3=144 models

� Measure real time 2 tasks

1 task


EM 5.1 Scalable Performance on SMP systemsMultiple tasks running concurrentlyin one process flow diagramLinear scalability !!!


Interoperability! SAS Meta-Data server

ETL-Studio Table Definitions

Model Repository

! Model Repository Viewer

! Batch Processing

! Java API

! PMML Score Code

Exchange metadata between SAS solutions

Integration with IT

Push models to SAS solutions

Web Interface to model results

SAS Application development

Java Application development

Scoring everywhere


ETL Studio Integration with Enterprise Miner

! ETL Studio� Define a Process Job to

Create a Table� Register Table to Metadata

Server

! Enterprise Miner� Read Table from Metadata

Server for mining


Model Repository


Web enabled model viewing


Solutions Integration

SAS Solutions

! Marketing Automation

! Banking Intelligence

! Credit Scoring

! Process Intelligence

! Genetics / Micro Array

! Human Capital Management

Customer Solutions

! HP-ZLE


Manageability

! True client/server architecture

! SAS Management Console

! Java Webstart client

Presentation clients & compute and data management servers

Server and User management

Zero-install and admin


EM Architecture

SAS Servers

SAS System

Middleware Server

Web ServerHTTP

EM 5.1 JavaWeb Clients

SAS Metadata Server

Web Clients

ETL Studio

SAS/EM 4.3 SAS/Connect

IOM

EM ProjectsData Sources

SAS/Access - tcp/ip

EM Java Server( Optional )

RMI

IOM

IOM is a SAS IntegratedObject Model for networkcommunications. Weprovide Java and Windowsinterfaces to IOM services

Builds Models

Collects DataDeploys Models

Needs Models


EM Metadata in the SAS Management Console


GUI deployed through Java Webstart

! GUI deployed through Internet

! No maintenance needed on client


EM 5.1 Demo


Questions ???

SAS Enterprise Miner for Marketing Automation -

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