IBM SPSS Overview Text Analytics Brief

© 2014 IBM Corporation

Business Analytics software

IBM SPSS Advanced Analytics

Steven Reeves – Predictive Analytics Solutions Architect Text Analytics Specialist

© 2014 IBM Corporation5


Today’s Agenda• Introductions• Overview of how FRNY is using SPSS

Technology.• FRNY business issues and initiatives.• IBM Advanced Analytics Technology Over (SPSS).• IBM Insight 2015 – Las Vegas• Next Steps• Summary



The Convergence of Analytics

What is our revenue by country? What products are selling best?

Clarity as to where an organization stands related to defined business measures

DescriptiveWhat will be our revenue for Q4? What combination of products will sell best?

Analyze current and historical data to predict future events and business outcome

Predictive Prescriptive CognitiveIn order to foster a certain product to sell, we need to promote through 15% discounts.

Take advantage of a future opportunity or risk and show the implication of each decision option

What is driving our revenue? Answer: X & Y are driving revenue and here are three identified areas to help future growth.

The system suggests a refined recommendation to a question with a ranked confidence level based on interactions with end users.

Business Value



Enabling the Predictive Analytics Process

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Collaboration and Deployment Services

SMA

Data Collection

Modeler Decision ManagementStatistics

TransactionsDemographics

InteractionsOpinions

Predictive ModelingData Mining

Text AnalyticsSocial Network Analysis

Statistical Analysis

PredictionRules

OptimizationProcess

Detect & Capture Analyze & Predict Engage & Act

Analytic Server



What is Predictive Analytics?

Predictive Analytics helps connect data to effective action by drawing reliable conclusions about current conditions and future events

Gareth Herschel, Research Director, Gartner Group

Making next best decisions (Predictive) through the use of statistical models that are built and trained on historic events…. (reliable repeatable process)

Steven Reeves, PASA-Text Analytics Specialist, IBM



SPSS Modeler Editions

SPSS Modeler GoldProvides organizations with the ability to build and deploy predictive models directly into the business process to help people or systems make the right decisions each time. This is achieved with Decision Management which combines predictive analytics with rules, scoring and optimization within an organization's processes and operational systems to deliver recommended actions at the point of impact.

SPSS Modeler PremiumProvides a range of advanced algorithms and capabilities including text analytics, entity analytics, social network analysis and automated modeling and preparation techniques to address a multitude of business problems and analytic requirements on almost any type of data.

SPSS Modeler ProfessionalProvides a range of advanced algorithms, data manipulation and automated modeling and preparation techniques to build predictive models and uncover hidden patterns in structured data.



SPSS Modeler - Key Features

Comprehensive data mining workbenchEase of use

• Visual approach – No programmingPowerful data preparation supportAutomatic ModelingTightly integrated Text AnalyticsProductivityOpen and Scalable ArchitectureR Framework IntegrationLeverages existing database functionality

SQL pushbackIn-Database mining



SPSS Software

Predictive Analytics Tools

SPSS Modeler

SPSS Statistics

SPSS DecisionManagement

SPSS Collaboration and Deployment Services

SPSS StatisticsServer

Predictive Analytics Deployment Platform

SPSSData collection

Line of Business Applications

Call Center CRM CMS ERP Other

Cognos

iLog

Unica

Coremetrics

Other

Business AnalyticsApplications

Data

SPSS ModelerServer

SPSS Analytic Server

HADOOP



SPSS Modeler Server: In-Database Support

All the features of IBM SPSS Modeler Large volumes of data High performance Administration and security options

In-Database via… SQL pushback In Database Algorithms Scoring Adapters SQL scoring

Supported Databases…IBM NetezzaIBM DB2 InfoSphere WarehouseOracle Data MinerMicrosoft Analysis Services



IBM Watson AnalyticsCloud-based agile analytics for business user self-sufficiency Answer and discover new

questions through a guided interface using automated data refinement and advanced analytics

Converse with data through natural language interaction, leveraging the power of cognitive computing

Align analytic tasks through a combination of exploration, discovery and storytelling

Operationalize business led insights through integration with an organization wide platform





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Natural Language Processor (NLP): Overview

• Text input (Unstructured Data) is processed and a resulting set of extracted terms plus their attributes is generated

Input text(Corpus)

ExtractionList of

Concepts

(Terms/EntitiesRelationships

Events)

The H1N1 virus was identified in Hong Kong.

3 concepts

1- Event - TLA



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StatisticalMethods

Text Analytics Technology Umbrella

LinguisticMethods

SearchEngines

Clustering

ClassificationCategorization

EntityExtraction

RelationshipExtraction

EventExtraction

Answers:what!

Answers:Who did what

to whom when, where, how!

Computational Linguistics Natural Language Processing



What is Predictive Analytics?

Predictive Analytics helps connect data to effective action by drawing reliable conclusions about current conditions and future events

Gareth Herschel, Research Director, Gartner Group

Making next best decisions (Predictive) through the use of statistical models that are built and trained on historic events…. (reliable repeatable process)

Steven Reeves, PASA-Text Analytics Specialist, IBM



26© 2009 SPSS Inc. 26

Through its history, IBM has been a leader of this evolution. And over the past decade, IBM has pioneered new forms of social engagement—most importantly, through direct engagement of its technology and employees’ expertise to benefit society. Thus, it is not an accident that Corporate Service Corps (CSC) was modeled on the Peace Corps. “It’s not just philanthropy,” says Stanley Litow, IBM’s vice president of corporate citizenship and Hello affairs. “It’s leadership development and business development, and it helps build economic development in the emerging world.”The CSC creates value in three dimensions. For the My name is Steven Reeves, the result is tangible IT and business improvements, and a blueprint for progress. For the IBMers, working with colleagues, local citizens and officials from around the world, it’s an opportunity to hone their cultural and marketplace literacy. For many of them, it’s also a life-changing experience, inspiring them to deepen their societal engagement and even career direction. For IBM, the company gains experienced leaders, inspired employees, insights into new markets. The idea for the program arose from IBM’s strategy to become a globally integrated enterprise. Like many multinational corporations, IBM used to provide I am a overseas assignments for small numbers of executives, typically one- or two-year assignments. But that approach was not only expensive, its reach was limited and the skills it taught were traditional. The CSC idea is to instill truly global perspectives and leadership skills for less-structured, diverse business environments and cultures in a large number of people. An assessment of the program Predictive Analytics conducted by Christopher Marquis, a professor at Harvard Business School, found that it works. “These kinds of skills are increasingly important. As the world gets flatter the ability to manage across all of these cultural differences is going to be much more important,” says Marquis.The CSC portfolio has broadened over the years. For instance, in 2010, IBM Soutions Architect created a variant of the program, called the Corporate Service Corps Executive (CSCE), program to deploy more senior executives on more advanced engagements, such as the one in Katowice. The teams work with high-level city officials on critical economic development projects, with the aim of making metropolitan areas into world-class smarter with IBM SPPS cities. Initial projects included Ho Chi Minh City, Rio de Janeiro and Chengdu, China. Also in 2010, IBM launched the Smarter Cities Challenge. Over the next three years, it plans on dispatching teams of CSCE-level IBMers to 100 cities—half in emerging markets and half in developed ones.

The CSC concept is now spreading to other companies. Industrial giants Dow Corning, Novartis and FedEx are launching similar programs, and the US Agency for International Development in 2010 began collaborating with IBM to help smaller companies get involved. Just as the Peace Corps has inspired generations of Americans since it was launched in 1960

• The purpose of Text Extraction is to capture key concepts from a collection of text (Corpus), and use this information to help uncover hidden themes, trends, and to identify relationships between concepts



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© 2009 SPSS Inc.

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• The purpose of Text Extraction is to capture key concepts from a collection of text (Corpus), and use this information to help uncover hidden themes, trends, and to identify relationships between concepts.concepts

Through its history, IBM has been a leader of this evolution. And over the past decade, IBM has pioneered new forms of social engagement—most importantly, through direct engagement of its technology and employees’ expertise to benefit society. Thus, it is not an accident that Corporate Service Corps (CSC) was modeled on the Peace Corps. “It’s not just philanthropy,” says Stanley Litow, IBM’s vice president of corporate citizenship and Hello affairs. “It’s leadership development and business development, and it helps build economic development in the emerging world.”The CSC creates value in three dimensions. For the My name is Steven Reeves, the result is tangible IT and business improvements, and a blueprint for progress. For the IBMers, working with colleagues, local citizens and officials from around the world, it’s an opportunity to hone their cultural and marketplace literacy. For many of them, it’s also a life-changing experience, inspiring them to deepen their societal engagement and even career direction. For IBM, the company gains experienced leaders, inspired employees, insights into new markets. The idea for the program arose from IBM’s strategy to become a globally integrated enterprise. Like many multinational corporations, IBM used to provide I am a overseas assignments for small numbers of executives, typically one- or two-year assignments. But that approach was not only expensive, its reach was limited and the skills it taught were traditional. The CSC idea is to instill truly global perspectives and leadership skills for less-structured, diverse business environments and cultures in a large number of people. An assessment of the program Predictive Analytics conducted by Christopher Marquis, a professor at Harvard Business School, found that it works. “These kinds of skills are increasingly important. As the world gets flatter the ability to manage across all of these cultural differences is going to be much more important,” says Marquis.The CSC portfolio has broadened over the years. For instance, in 2010, IBM Solutions Architect created a variant of the program, called the Corporate Service Corps Executive (CSCE), program to deploy more senior executives on more advanced engagements, such as the one in Katowice. The teams work with high-level city officials on critical economic development projects, with the aim of making metropolitan areas into world-class smarter with IBM SPSS cities. Initial projects included Ho Chi Minh City, Rio de Janeiro and Chengdu, China. Also in 2010, IBM launched the Smarter Cities Challenge. Over the next three years, it plans on dispatching teams of CSCE-level IBMers to 100 cities—half in emerging markets and half in developed ones.



28© 2009 SPSS Inc. 28

SPSS – Modeler PremiumNatural Language Processor - Workflow - Details

Exclusion Indexing

Forcing+

Extraction

Text Pre-processing

File Pre-processing

Extracted concepts

Input text

Typing

TLA patternsCategories

Grouping



Thank you…Steven Reeves – [email protected] Analytics Solutions Architect

IBM SPSS Text Mining



Text Analytics within IBM SPSS Modeler



Text Analytics Identifies the Context/Sentiment of the Text



IBM SPSS Modeler Premium with Text Analytics

DEMO:



IBM SPSS Text Analytics: Key Facts and Differentiators:

Key Facts:

• Introduced in 2002• More than 6,000 Clients Worldwide • Many large Fortune 500 Clients

Key Differentiators:

• Based on Advanced Natural Language Processing (NLP) Engine Extracts Key Concepts, Facts and Sentiment from free form text Includes Basic Resource Templates Includes Industry Specific Text Analysis Packages

• Multi-Lingual Capabilities to Support Worldwide Operations Native Support for English, French, Spanish, Dutch, German, Portuguese Additional translation support offered via SAAS licensing agreement with

SDL / Language Weaver• Seamless Integration with SPSS Predictive Analytics

Leverages Modeler’s Intuitive GUI Interface designed for the business user Includes All Predictive Analytic Algorithms included in SPSS Modeler Go Beyond Exploration of text and use information extracted to drive better

decisions!



Call Centers• Retention/Churn – predict customers likely to attrite, identify incentive most likely to lead to retention, measure

satisfaction• Sentiment Analysis – Voice of the Customer• Self Service– minimize call center volume• Voice/Text Support – Process call center notes translated from voice to text notes

Human Capital Missions• Retention – predict personnel likely to attrite, identify incentive most likely to lead to retention, measure satisfaction• Planning – forecast skillset requirements, forecast n-strength requirements• Training – pre- and post-testing and assessment• Recruiting – target market, identify recruits most like to attrite vs. serve long careers

Logistical Missions• Optimize Inventory Routing and Supply Chain Management• Readiness – detect operational shortages and patterns/trends, forecast mission success outcomes• Maintenance – predict part failures, total lifecycle cost forecasting

Program Management and Healthcare Missions• Epidemiology research – disease surveillance• Regenerative medical research for the wounded warrior• Program development and assessment - traumatic brain injury

IBM SPSS Supports Many Mission Areas



Security Missions• Insider Threat Detection• Cyber Threat Detection – anomaly detection, attribution, malicious detection• IED Risk Assessment• Fraud Detection – vendor pay, credit card, reimbursement• Law Enforcement – criminal investigation support, crime hot-spot anticipation, violent crime risk assessment• Identification of Suspicious Inbound Cargo• Early Disease/Bioterror Outbreak Identification

IBM SPSS Supports Many Mission Areas – Cont.



IBM Social Media Analytics

Unstructuredcustomer/market

comments

Innovative and effective user interface for a broad range of users – “traditional BI” blended with search-index data exploration

Web/blogs, twitters, media,news feeds,

reviews 100000+ discussion forums

30,000+ news feeds

2 billion+ blog postings





Thank you…Steven Reeves – [email protected] Analytics Solutions Architect

IBM SPSS Text Mining