1 Cops & Robbers Las Vegas Style Jeff Jonas, Chief Scientist, IBM Entity Analytics Blogging at .

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Cops & Robbers Las Vegas Style

Jeff Jonas, Chief Scientist, IBM Entity Analytics

Blogging at www.JeffJonas.TypePad.com

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Background

Founded Systems Research & Development (SRD) in 1983

Moved to Las Vegas in early 90’s

Assisted gaming industry in better understanding who they were doing business with (e.g., the MIT Team)

Acquired by IBM January 2005

Now Chief Scientist of IBM Entity Analytics

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My Living Room – December 31, 2005

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Cheating Las Vegas

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The “Cold” Deck : $250,000 Gone in 15 Minutes

[Video Redacted]

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More About Corporate Amnesia

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ProspectDatabase

EmployeeDatabase

Human Resources Department

CorporateSecurity

Department

InvestigationsDatabase

Marketing department is mailing offers to a person currently in jail for stealing from you!

MarketingDepartment

Perception Isolation … Produces Corporate Amnesia

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Enterprise Intelligence

Requires Persistent Context

The Brain!

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For Example

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Marc R Smith123 Main St713 730 5769

M. Randal SmithDOB: 06/07/74713 731 5577

Mark Randy Smith123 Main Street713 731 5577

Prospect Database

Fraud Database

Record #A-701The Query

Record #B-9103

SensorsObservations

Consider the Query Against these Observations

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The Query Record #A-701

Record #B-9103

Prospect Database

Fraud Database

SensorsObservations

Some Observations are Discoverable

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The Query Record #A-701

Record #B-9103

Prospect Database

Fraud Database

SensorsObservations

Other Observables … are Undiscoverable

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FEATURES:Mark Randy Smith, M. Randal Smith

123 Main Street, 713 731 5577DOB 06/07/74

EVENTS:Internet Inquiry

Arrest

ReconstructedIdentities

If You First Construct Context (Features and Events)

SensorsObservations

Record #A-701

Record #B-9103

Prospect Database

Fraud Database

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PersistentContext

Mark

FEATURES:Mark Randy Smith, M. Randal Smith

123 Main Street713 731 5577DOB 06/07/74

Accumulating and Persisting this Context



SensorsObservations

Record #A-701

Record #B-9103

Prospect Database

Fraud Database

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Record #A-701


Record #B-9103

Queries

Now the Un-discoverable …

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Record #A-701


Record #B-9103

FEATURES:Mark Randy Smith, Randal Smith

123 Main Street713 731 5577DOB 06/07/74

Persistent Context

Observations

… After Accumulating and Persisting Context …


Queries

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123 Main Street713 731 5577DOB 06/07/74


Record #A-701


Record #B-9103

Queries Persistent Context

Observations

Enables Enterprise Discovery

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123 Main Street713 731 5577DOB 06/07/74


Record #A-701


Record #B-9103

Queries Persistent Context

Observations

Enables Enterprise Discovery

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The query could be: - A user with a question

Or, also could be data: - An account opening - A new watch list entry - A background check - An address change - A vendor application - A customer inquiry

Queries

EXCEPT: Always Treat Data as a Query

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1st principle

If you do not process every new piece of key data

(perception) first like a query … then you will not know if it

matters … until someone asks.

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ProspectDatabase

EmployeeDatabase


CorporateSecurity

Department

InvestigationsDatabase

“The Data is a Query” Beats “Boil the Ocean”

Midnight Batch Analytics?

MarketingDepartment

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Emile SwelterSan Francisco12/03/72


Record #A-701


Record #B-9103

?

Queries PersistentContext

Observations

And … Any Query can be Treated as Data …

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Record #A-701


Record #B-9103

PersistentContext

ObservationsQueries


… In Which Case the Query can Stick (Persist)

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PersistentContext

Notable, Stick in the Same Data Space

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Question answered when it becomes true!

Emilee Swelter321 Ovington PlaceSan Francisco03/12/72

New ObservationPersistentContext


Queries

Now, New Observations Answer Persistent Queries

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2nd principle

Treat queries like data to avoid asking every question

every day.

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ProspectDatabase

Fraud Database

Record #A-701

Record #B-9103

ObservationsPersistentContext

Mark


123 Main Street713 731 5577DOB 06/07/74

Sensors

This is Context Construction (A Librarian Function)

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ProspectDatabase

Fraud Database

Record #A-701

Record #B-9103

ObservationsPersistentContext

Mark


123 Main Street713 731 5577DOB 06/07/74

Sensors

!

The Ideal Moment for Enterprise Awareness

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3rd principle

Enterprise awareness is computationally most

efficient when performed at the moment the observation

is perceived.

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The “data finds the data” …

and “relevance finds the user.”

Towards Enterprise Intelligence

Introducing Perpetual Analytics

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Real Technology

Scalable to >3B historical observations while handling >2,000 real-time perceptions a second

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Privacy and Civil Liberties – Policy Think

What perceptions can or should be placed into context (in one brain)?

What if someone steals the brain?

What if the librarian is corrupt?

33 The Brain!

EmployeeDatabase


Analytics in the Anonymized Data Space

Mark Randy Smith

Cd5dced41028cb …

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The Main Think – Towards Enterprise Intelligence

Without persistent context you have no brain

Treat data and queries with equal rights

More intelligence possible when thinking on streaming perceptions

More or less perceptions, that is the question

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Battling Corporate Amnesia is Broadly Useful

National security

Financial services

Health care

Heavily focused on threat and fraud intelligence

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Bonus Section!

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If a .6% difference

matters this much…

… no wonder traditional

information systems lack so

much intelligence!

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123 Main Street713 731 5577DOB 06/07/74

FEATURES:Mark Randy Smith, Randal Smith, Randy Smith

123 Main Street, Flat 6 20 Lennox Gardens713 731 5577, 796 064 03 04

DOB 06/07/74, Passport: 001003429002

2 Observations 6 Observations

More Observations More

More Observations = Better Context

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Stable(e.g., Analytics with Sequence Neutrality)

Data Loading Over Time

Perc

en

t of

Err

or Reload #11 Reload #12

Unstable(e.g., data warehousing which requires periodic

reloads to handle data drift)

Drift

Sequence Neutrality is Critical for Context Stability

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1 Cops & Robbers Las Vegas Style Jeff Jonas, Chief Scientist, IBM Entity Analytics Blogging at .

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