What's New In Modeler 14 - oficialus SPSS atstovas Lietuvojes New in IBM SPSS... · Business...

What’s New in IBM SPSS Modeler 14

Marcus Hearne & Jane Hendricks

April 2010

© 2010 IBM Corporation

Business Analytics

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The new features of IBM SPSS Modeler 14 help commercial, government and academic

Marcus HearneProduct Marketing DirectorSPSS, an IBM Company

Why this is Important to Know… Speaking to you today…


WELCOME

government and academic organizations discover the predictive intelligence held in their data.

Jane HendricksProduct Marketing ManagerSPSS, an IBM Company

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Variety of Information� 80% of new data growth is unstructured content

� Emails, images, audio, video.

Volume of Digital Data� 57% CAGR for enterprise data through 2010

� Machine generated data: Sensors, RFID, GPS.

An Information Explosion … and Faster Decisions Required


Velocity of Decision Making� Rapidly changing business climate

� Need to get ahead of the curve: predict issues and fix them.

Business Imperative:Accelerate innovation, business optimization, and sustained competitive differentiation

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Challenges facing Decision Makers

1 in 3business leaders frequently make critical decisions without the information they need

1 in 2


don’t have access to the information across their organization needed to do their jobs

19+ hoursSpent by knowledge workers each week just searching for and understanding information

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Analytics Critical for Driving Competitive Advantage

“At a time when companies in many industries offer similar products and use comparable technology, high-performance business processes are among the last remaining points of differentiation.” Tom Davenport, “Competing on Analytics”

86%

Ten Most Important Visionary Plan ElementsInterviewed CIOs could select as many as they wanted

BI/Analytics #1

© 2010 IBM Corporation5

57%

55%

61%

62%

63%

64%

66%

70%

76%

80%

63%

68%

70%

67%

71%

73%

71%

73%

77%

86%

Unified Communication

SOA/Web Services

Business Process Management

Application Harmonization

Self-Service Portals

Customer and Partner Collaboration

Mobility Solutions

Risk Management and Compliance

Virtualization

Business Intelligence and Analytics

Source: IBM Global CIO Study 2009; n = 2345

Highgrowth

Low growth

BI/Analytics #1investment to improve competitiveness

IBM Global CIO Study 2009

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Imagine If Decision Makers Could…

…predict and treat infection in premature newborns 24 hours earlier?

…apply inferred social relationships of customers to prevent churn?

…adjust credit lines as transactions are occurring to account for risk fluctuations?

…determine who is most likely to buy if offered discounts at time of sale?


PhysicianTelco Call Center Rep

Loan OfficerRetail Sales Associate

…optimize every transaction, process and decision at the point of impact, based on the current situation, without requiring that everyone be an analytical expert

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Sense and respond Predict and act

Foundational Breakaway

Next Generation Efficiencies come from Optimizing Every Decision, Transaction or Process at the Point of Impact…


Back office Point of impact

Instinct and intuition Real-time, fact-driven

Skilled analytics experts Everyone

Automated Optimized

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Predictive Analytics Helps Deliver on this Promise!

• Predictive Analytics is a transformational technology that enables more proactive decision making, driving new forms of competitive advantage

• Analyzes patterns found in historical and current transaction data as well as attitudinal survey data to predict potential future outcomes

• Unique insights that help answer key business questions:


questions:

• How do I reduce churn and retain the most loyal customers to maximize profitability?

• How can I detect and prevent fraudulent activity to reduce risk?

• Which factors are most likely to drive customers to choose my product vs. the competitor’s?

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Delivering ROI

• 94% of customers achieved a positive ROI, average payback in 10.7 months

• Over 90% of users attributed an increase in productivity to SPSS

• 81% of projects were deployed on time, 75% on or under budget


“This is one of the highest ROI scores Nucleus has ever seen in its Real ROI series of research reports”Rebecca Wettemann, VP of Research, Nucleus Research

under budget

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Introducing IBM SPSS Modeler 14

�Two Editions

� IBM SPSS Modeler Professional–Data access and transformation –Automatic data preparation–Modeling algorithms–Automatic model generation–Output and visualization


–Output and visualization

� IBM SPSS Modeler Premium–All of the above PLUS–Interactive text mining workbench

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IBM SPSS Modeler Deployment Options

� Client (Desktop)

– Access local files

– Connect to operational databases

– Processing performed on local installation

� Client/Server

– Data operations/processing on server

– In-database data mining


– In-database data mining

– SQL pushback

– Modeler Batch

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Modeler Benefits

� Modeler brings repeatability to ongoing decision making with predictive modeling.

� IBM SPSS Modeler Professional–Modeler Professional is a data mining workbench for the analysis of

structured numerical data to model outcomes and make predictions that inform business decisions with predictive intelligence.

� IBM SPSS Modeler Premium

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� IBM SPSS Modeler Premium–Modeler Premium allows organizations to tap into the predictive

intelligence held in all forms of data. Modeler Premium goes beyond the analysis of structured numerical data alone and includes information from unstructured data such as web activity, blog content, customer feedback, e-mails, articles, and more to create the most accurate predictive models possible.

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Modeler’s Unique Capabilities

� Easy to Learn / Intuitive Visual Interface– Visual approach - no programming– Comprehensive range of data mining

functions– Flexible deployment options

� Powerful Automated modeling– Automated data preparation– Multi model creation & evaluation– Integrated analysis of text, web, & survey


– Integrated analysis of text, web, & survey data

� Open & Scaleable architecture– No need for specialized databases– Data mining within standard databases with

SQL pushback– Maximized use of infrastructure with

multithreading, clustering and use of embedded algorithms

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Release Themes

�Create and interpret models more easily using cutting-edge predictive techniques, new sources of data and improved

visualization

�Flexibility of use for business and professional analysts through better integration with Statistics and other technologies

�Embed predictive modeling into business processes more


�Embed predictive modeling into business processes more easily through more seamless, transparent enterprise integration

Business Analytics

Release Themes

� Create and interpret models more easily using cutting-edge predictive techniques, new sources of data and improved visualization

–Boosting, bagging and large database processing for key algorithms–Updated algorithms for Neural Networks and Linear Regression models–New industry-specific text analysis packages (TAPs) –Ability to build and re-use hierarchical category structures–User-friendly text-rule editor with simulation –(for English) New semantic network for better extraction results


–(for English) New semantic network for better extraction results

� Usage flexibility for business and professional analysts through better integration with Statistics and other technologies

� Embed predictive modeling into business processes more easily through more seamless, transparent enterprise integration

Legend:IBM SPSS Modeler Premium Only Features

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Release Themes

� Create and interpret models more easily using cutting-edge predictive techniques, new sources of data and improved visualization

� Flexibility of use for business and professional analysts through better integration with Statistics and other technologies

–Consistent UI across Statistics and Modeler–Read from and write to XML –In-database mining updated and database support extended–Runtime parameter prompts


–Runtime parameter prompts–Greater control over Excel export–Easier ability to import and export pre-built categories for

unstructured text

� Embed predictive modeling into business processes more easily through more seamless, transparent enterprise integration


Business Analytics

Release Themes

� Create and interpret models easier using cutting-edge predictive techniques, new sources of data and improved visualization

� Flexibility of use for business and professional analysts through better integration with Statistics and other technologies

�Embed predictive modeling into business processes more

easily through more seamless, transparent enterprise

integration

–Easier scenario creation


–Easier scenario creation –Single sign-on (SSO) support–Easier to use Modeler and Modeler Advantage together–Faster extraction built to handle large unstructured datasets


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New Operating Environments Supported


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CREATE AND INTERPRET MODELS MORE EASILY USING CUTTING-EDGE TECHNIQUES, NEW SOURCES OF DATA AND IMPROVED VISUALIZATION

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Boosting, Bagging and Large Database Optimization

� Relevant to Linear, Neural Networks and trees

– C&RT, Chaid and Quest

– Boosting optimizes for accuracy

– Bagging optimizes for stability

– Large database processing (requires

server) optimizes for large databases

� Results displayed in interactive ensemble

model viewer which makes it easy to

understand and explain the modeling and the

ensembles


ensembles

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New Neural Net Algorithm

� Neural Networks is a technique used to

derive meaning from very complicated or

imprecise data that other techniques may

miss

� Interactive model visualizations makes it

easy to understand the model

� Includes multilayer perceptron and radial

basis functions


basis functions

� Leverage ensemble optimization methods

� Heritage Neural Net is removed from the

palette and a message box cautions when

an old one is present

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New Neural Net Model Viewer: Model Summary


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New Neural Net Model Viewer: Predictor Importance


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New Neural Net Model Viewer: Classification Results


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New Neural Net Model Viewer: Multiple Ways to Visualize How Variables Contribute to Outcome


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New Neural Net Model Viewer: Model Summary


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New Linear Algorithm

� Linear algorithms are used when customers

want to model a linear relationship between

an outcome and it’s predictors (i.e.

forecasting)

� Heritage algorithm (Regression) remains in

palette

� Algorithm support ensemble optimization as

well as automatic data preparation – one

step for data preparation and modeling


step for data preparation and modeling

� Interactive model viewer that makes it easier

to understand and communicate modeling

results

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Linear Method: Ensemble Optimization Options


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Linear Method: Automatic Data Preparation


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Linear Method: Model Selection Methods


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Linear Method: Ensemble Settings


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New Linear Viewer: Model Summary


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New Linear Viewer: Predicted by Observed


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New Linear Viewer: Residuals


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New Linear Viewer: Automatic Data Preparation Results


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New Linear Viewer: Model Summary


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PREMIUM FEATURE: Hierarchical Category

� More accurate and more detailed

classification through hierarchical categories

� Hierarchical categories can be build as part

of normal extraction and classification

process

� Users can modify and refine the hierarchies

to better suit the level of detail they want to

capture


capture

� Can use the top level or the detail or select

detail in text models

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PREMIUM FEATURE: Industry-Specific Text Templates and Text Analysis Packages

� Easier and more accurate text extraction

and classification

� New semantic network replaces Wordnet

� English-only

� Supports hundreds of general themes

and topics such as health,

entertainment and politics


entertainment and politics

� Makes classification results more

accurate

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PREMIUM FEATURE: User-Friendly Text Link Rule Editor

� Create, modify and test text rules for better

text link (sentiment) analysis

� Simulate rules on a sub-set of the text to

make sure it is generating the right results

� New toolbar option makes it easier to find

text strings in categories, extraction results

or in the data itself


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FLEXIBLE USE FOR BUSINESS AND PROFESSIONAL ANALYSTS THROUGH BETTER INTEGRATION WITH STATISTICS AND OTHER TECHNOLOGIES

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New Look and Feel Reinforces Consistency Across Portfolio


New Text Mining InterfaceNew Modeling Interface

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Better Integration Between Statistics and Modeler

� Consistent terminology

� Ability to use customer dialogues developed

in Statistics from Modeler interface

� Support for spv and spw output formats


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Read From and Write To XML

� Expanded ability to support enterprise data

sources

� Reads from a single XML or from a set of

XML files


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Additional In-Database Mining Algorithms Supported*Requires Server


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Extended Database Support

� Ability to update or add data to an existing

operational table, rather than creating a new

one

� Reduces need for DBA or system

administrator involvement


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Runtime Parameter Prompts

� Ensures that important parameters are

always visible and properly set

� Easier re-use and better accuracy


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Control Over Excel Export

� Update existing Excel content with modeling

results

� Specify worksheet and starting cell for

output during export

� Easier to integrate results into existing

reports


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PREMIUM FEATURE: Wizard-Based Import and Export

� Wizard-based import for pre-existing

category structures, including hierarchies

� Import annotations and keywords

� Export to Excel from interactive session,

including hierarchies


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EMBED PREDICTIVE MODELING INTO BUSINESS PROCESSES MORE EASILY THROUGH MORE SEAMLESS, TRANSPARENT ENTERPRISE INTEGRATION

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Easier Scenario Creation

� Automatic integration and rebuilding of

models

� Visual specification of scoring branch


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Single Sign-On (SSO)


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Better Integration with C&DS for Model Deployment

� Leverage full

C&DS asset

capabilities when

storing and

retrieving


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Easier Deployment to Decision Management Through Modeler Advantage

� Open Modeler

Advantage from

Modeler interface

� A more visual

deployment

improves ease of

use for the analyst


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PREMIUM ONLY FEATURE: Faster Extraction

� Extraction and grouping sub-processes take advantage of multi-core and multi-processor

CPUs

� Enhancement process make it faster when working with large data sets.

� Improvement in performance in approx 30% when compared to previous version based on

internal benchmarking


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OTHER

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PREMIUM ONLY FEATURE: Japanese Extractor

� Enable customers working with Japanese text to leverage full capabilities of Modeler Premium

� Japanese text templates and text analysis packages available

� Requires purchase of Japanese Language Extractor


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Summary

�Modeler brings repeatability to ongoing decision making with predictive modeling.

�Ability to leverage structured and unstructured data provides the most accurate predictive insight

� IBM SPSS Modeler– Provides ability to use predictive intelligence in decisions across all


– Provides ability to use predictive intelligence in decisions across all

levels of the organization – strategic, operational and tactical– Provides insight into the factors that drive outcomes and the

relationships therein to better mitigate risk and drive improvements

– Intuitive visual interface, automation and simplified graphical views– Offers high performance, rich feature/functionality and integration

– An open, platform agnostic architecture that “snaps into” any existing IT

environment

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Q&A


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Additional Resources

� IBM SPSS Modeler on www.spss.com

– http://www.spss.com/software/modeling/

� NEW & Updated Collateral

– IBM SPSS Modeler Brochure

– IBM SPSS Modeler Professional Spec Sheet

– IBM SPSS Modeler Premium Spec Sheet

� Call or email an account representative at:


• 800.543.2185

• [email protected]

� Questions about this presentation:

• Jane Hendricks, [email protected]

What's New In Modeler 14 - oficialus SPSS atstovas Lietuvojes New in IBM SPSS... · Business...

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Transcript of What's New In Modeler 14 - oficialus SPSS atstovas Lietuvojes New in IBM SPSS... · Business...