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Advanced Analytics Platform for Big Data Analytics
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Transcript of Advanced Analytics Platform for Big Data Analytics
Advanced Analytics Platform Deep Dive Components, Patterns, Architecture Decisions ISA-3637 (Tue Nov 5 11:15 AM – 12:15 AM)
Dr. Arvind Sathi [email protected] Richard Harken [email protected] Tommy Eunice [email protected] Mathews Thomas [email protected]
© 2013 IBM Corporation
Please note IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion.
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Content
• Use cases to support Business Architecture
• Components to support Application Architecture
• Data Integration
• Privacy Management & Archiving
• Location & Lifestyle Analytics
• Adaptive Analytics
• Momentum and Conclusions
Industry Imperatives Create & Deliver
Smarter Services Transform Operations
Build Smarter Networks
Personalize Customer Engagements
MAJOR use cases
Emerging Use Cases
§ Smarter Advertising § Customized Customer Marketing § 3rd Party API’s § Cloud services for SMEs, enterprises § Contactless services (payments and banking) § M2M (smart cars, e-Health) § Tiered Services
§ Big Data Scale § Investment Decisions § Lower storage requirements § Smarter Returns § Analyze data before it lands – then store only what you need § New analytic models § Share critical information across the enterprise vs. deliver multiple copies of the data § Traditional Infrastructure Optimization § Product Knowledge Hub
§ Content Network Distribution § Proactive Device Management § Network Fault Prevention § ICTO (Energy Savings) § Real Time Traffic Optimization § Network Abuse from excessive data users § Discrete on-line charging for quality of experience § Real time automated capacity management for dropped calls § SON Capacity Management for special events (traffic offload) § Service Migration
§ Social Advocacy § Cross Offering Transparency § Smarter Customer Interaction & Engagement § Real-time Customer Experience Insight § Smarter Campaigns § Customer Retention § Micro Segmentation Marketing § Next Best Offer § Retail cross Channel optimization
Location Based Services Pro Active Call Center
Customer Data/Location Monetization
Smarter Campaigns
Customer Knowledge Hub
Social Media Insight
IT Infrastructure Transformation (Traditional to Big Data)
Product Knowledge Hub
Voice & Data Fraud
Network Analytics
Network Infrastructure Planning (Performance, Capacity, Usage)
AAP – Telecommunications Use Cases
Cross Industry Solutions
How to turn streaming noisy Telco Location data into meaningful location, then discover customer insights
Call Detail Records
SMS Voice
GPS Tracking
Cell Tower Wifi AP Maps
GIS, POI
Special Service Numbers
e.g bank, 1-800
Reference Data
Stream data
subscriberId: Timestamp: Position: latitude + longitude Precision: 0~2 km Direction: nullable Speed: nullable Activity : nullable
Analyzable Location Event Data Who, when, where and what
Meaningful Location
subscriberId: home: Work: POIs & period … Sequence of meaningful Locations… Commute means: car/subway/bus
Micro segmentaton Business traveler Regular commuter Heavy driver Social Butterfly Mom …..
ü Every Sunday noon, Bob goes to xxx mall to shopping and has lunch ü Every Thursday afternoon, Bob goes to customer site at XXX ü …..
Location Patterns on Individual and Group level
Mobile Location Data Processing: Map mapping,
Business rules et. Big Data
Integration Spatio-Temporal Event Association Analysis
Wifi off load
Location Pattern Analytics
Mobile Couponing Use Case
Customer Action Cuppa Heaven/Offertel Action
2) Opts-in to receive mobile coupons from the Telco
Advanced Analytics Platform
Telco Customer Profile
1) Contacts Offertel Communications to run campaign for a new store next to a movie theater
7) Monitor Campaign Performance
4) Driving habits, coffee preference, & opinion leaders used to prioritize customer target list
Campaign Delivery System
5) Priority list transferred to conduct campaign
Telco clients who have opted out of Mobile
coupons
6A) Receives mobile coupon for new Cuppa Heaven store
6A) Receives mobile coupon for new Cuppa Heaven store
6B) Deliver Coupons to mobile opt-out clients via email & web site
3) Use Social media to establish “Opinion Leaders”, potential coffee drinkers, movie goers
7) Posts on twitter, Facebook public fan page for Cuppa Heaven
Organizational FOCUS areas
MAJOR use cases (sales play)
Industry Team use cases
Create differentiated customer experiences Build an agile digital supply chain
“Connected Consumer” “Smarter Media”
Advertising Optimization
Operations Analysis & Optimization
Business Process Transformation
Infrastructure Mgmt & Security
Audience & Marketing Optimization
360o View of the Customer
Multi-Channel Enablement
Customer & Market Insight
• Social Profiling/ Sentiment Analysis • Churn Optimization • Customer Care Optimization • Audience/ Viewing Duplication • Audience Composition Index • Multi-Platform Ad Performance • Advertiser Revenue Analysis • Real Time Audience Targeting • CRM Optimization
• Real-time ad targeting • Ad inventory Optimization • Real-time ad reporting • Search engine optimization • Campaign optimization (in-flight) • Marketing campaign effectiveness • Network & infrastructure optimization • Network Demand Forecasting • Content optimization • Content demand forecasting • IP Rights Optimization
Media, Metadata & Optimization. Digital Commerce Optimization
AAP – Media and Entertainment Use Cases
AAP for Real-time Bidding of Advertisements
TURN DMP
TURN DSP
Telco Website
Flex Tag
Campaign Details
Campaign Mgmt
Turn Telco
Bid Req
Offer & Response
Bid Req
Offer & Response
Campaign Feedback
Telco Data
Additional data (e.g. Offer acceptance, location)
Customer Data
Content Provider
Real-time Scoring
Predictive Models
Data Integration
Analytics Visualization
Advanced Analytics Platform
Customer
Location
Events / xDR
Usage
Content
• Use cases to support Business Architecture
• Components to support Application Architecture
• Data Integration
• Privacy Management & Archiving
• Location & Lifestyle Analytics
• Adaptive Analytics
• Momentum and Conclusions
New Architecture to Leverage All Data and Analytics
Data in Mo)on
Data at Rest
Data in Many Forms
Information Ingestion and Operational Information
Decision Management
BI and Predictive Analytics
Navigation and Discovery
Intelligence Analysis
Landing Area, Analytics Zone and Archive
Real-time Analytics § Video/Audio § Network/Sensor § Entity Analytics § Predictive Exploration
, Integrated Warehouse, and Mart Zones
§ Stream Processing § Data Integration § Master Data
Streams
Information Governance, Security and Business Continuity
IBM Big Data Advanced Analytics Platform (AAP) Architecture
A
B
C
D G
AAP Capabilities High Performance Historical analysis Model Based Predictive Analytics Real-time scoring, classification, detection and action
Visualize, explore, investigate, search and report
High Performance Unstructured Data analysis Discovery Analytics Take action on analytics
F
Information Interaction
Analytics Engine
Prediction / Policy Engine
Sense, Identify,
Align
Reports
Geo/Semantic Mapping
Dashboards
Simulation
Outcome Optimization
Model Creation
Semi Structured
Data
Dat
a R
epos
itorie
s
Network Events
Network Policies C
ontin
uous
Fee
d S
ourc
es
XDR
Batch Data
Data for Historical Analysis
Deploy Model
Streaming Engine
Streaming Data Categorize, Count, Focus
Score, Decide
Historical Data Models
In Database Mining
Reports & Dashboards
Ad-hoc Queries
Actions
Event Execution
Policy Mgmt
Ext
erna
l D
ata Social
3rd party
High Velocity
High Volume
Open API
Customer Activities
A
B
C
D G
Marketing
Customer Care
Users
NOC/SOC
Network Planning
...
Marketing
Customer Care
Users
NOC/SOC
Network Planning
...
Campaign Mgmt.
Pro-active Customer
Experience Management
Pro-active Network Mgmt
Real time Scoring & Decision Mgmt.
...
Deploy Model
Policy Management
Data Integration ETL
Deduplicate
Standardize
Identity Resolution
Network Topology
Data
Application & Usage
Data Customer
Data
Capture Changes
Un-Structured
Data Hadoop
E
E
Structured Data
Insight F Search, Pattern Matching, Quantitative, Qualitative
Enterprise Data Warehouse
Advanced Analytics Platform
Create & Deliver Smarter Services Transform Operations Build Smarter
Networks Personalize Customer Engagements
Database Server
IBM Big Data Advanced Analytics Platform (AAP) Architecture
A
B
C
D G
AAP Capabilities High Performance Historical analysis Model Based Predictive Analytics Real-time scoring, classification, detection and action
Visualize, explore, investigate, search and report
High Performance Unstructured Data analysis Discovery Analytics Take action on analytics
F
Information Interaction
Analytics Engine
Prediction / Policy Engine
Sense, Identify,
Align
Reports
Geo/Semantic Mapping
Dashboards
Simulation
Outcome Optimization
Model Creation
Semi Structured
Data
Dat
a R
epos
itorie
s
Network Events
Network Policies C
ontin
uous
Fee
d S
ourc
es
XDR
Batch Data
Data for Historical Analysis
Deploy Model
Streaming Engine
Streaming Data Categorize, Count, Focus
Score, Decide
Historical Data Models
In Database Mining
Reports & Dashboards
Ad-hoc Queries
Actions
Event Execution
Policy Mgmt
Ext
erna
l D
ata Social
3rd party
High Velocity
High Volume
Open API
Customer Activities
A
B
C
D G
Marketing
Customer Care
Users
NOC/SOC
Network Planning
...
Marketing
Customer Care
Users
NOC/SOC
Network Planning
...
Campaign Mgmt.
Pro-active Customer
Experience Management
Pro-active Network Mgmt
Real time Scoring & Decision Mgmt.
...
Deploy Model
Policy Management
Data Integration ETL
Deduplicate
Standardize
Identity Resolution
Network Topology
Data
Application & Usage
Data Customer
Data
Capture Changes
Un-Structured
Data Hadoop
E
E
Structured Data
Insight F Search, Pattern Matching, Quantitative, Qualitative
Enterprise Data Warehouse
Advanced Analytics Platform
Create & Deliver Smarter Services Transform Operations Build Smarter
Networks Personalize Customer Engagements
InfoSphere Streams
SPSS
WODM, Optim
PDA
Social Media Analytics
InfoSphere Data Explorer
Cognos
InfoSphere BigInsights
IBM (Unica)
Campaign
WODM
PDOA
SPSS Database Server
BPM
Data Stage Quality Stage
MDM
Capabilities Overview Capability Capability Description
§ Align diverse streams of data, identify customers, align to IDs, sense data importance § Categorize incoming data, use window counts to aggregate atomic data or threshold vioilations,
focus attention on monitored situations abstracted from raw events § Use scoring models developed by prediction engine to score observations, activities, customers,
etc. in real time § Make data ready for execution of events – e.g., designing campaign messages based on
information available. § Includes TEDA and geo-spatial accelerators
§ Create models using historical data sources § Optimize outcomes by promoting best model for a particular treatment (Champion / Challenger) § Manage policies associated with decisions – e.g., WODM decision rules, Optim data policies, etc. § Includes SPSS Deployment Server § Includes SPSS location analytics
§ Provide capabilities for storage of structured, unstructured and semi-structured data § Provide capabilities for analytics using DB functions (e.g., SPSS model development) § Provide capabilities for data archival using archival policies § Includes Optim / DS for archival policy execution
§ Deep analysis of consumer behavior is performed to mine data for model creation § Includes unstructured search, pattern matching using arbitrarily defined patterns, qualitative
analytics, quantification of data (e.g., sentiment analysis) § Includes Big Insights accelerators
§ Perform Ad hoc queries, standard reports, dash board § Run simulation models, what-if analysis § Geo-spatial and semantic viewing of data
Streaming Engine
Prediction / Policy Engine
Database Server
Insight
Information Interaction
AAP Capabilities
Content
• Use cases to support Business Architecture
• Components to support Application Architecture
• Data Integration
• Privacy Management & Archiving
• Location & Lifestyle Analytics
• Adaptive Analytics
• Momentum and Conclusions
16
Mature Organizations are Looking for Instantaneous Insight from Data
Speed to insight
Total respondents n = 973
Respondents were asked how quickly business users require data to be available for analysis or within processes. Box placement reflects the prevalence of that requirements within each a stage.
17
Current fact finding
Analyze data in motion – before it is stored
Low latency paradigm, push model
Data driven – bring data to the analytics
Historical fact finding
Find and analyze information stored on disk
Batch paradigm, pull model
Query-driven: submits queries to static data
Traditional Computing Stream Computing
Stream Computing Represents a Paradigm Shift
Real-time Analytics
18
Massively scalable stream analytics
Linear Scalability • Clustered deployments –
unlimited scalability
Automated Deployment • Automatically optimize
operator deployment across nodes
Performance Optimization • Parallel & pipeline
operations • Efficient multi-threading
Analytics on Streaming Data • Analytic accelerators for a
variety of data types • Optimized for real-time
performance
Visualization
Streams Runtime
Deployments
Sink Adapters
Analytic Operators
Source Adapters
Automated and Optimized
Deployment Streaming Data
Sources
Streams Studio IDE
19
Modify Filter / Sample
Classify
Fuse
Annotate
Big Data in Real Time with InfoSphere Streams
Score Windowed Aggregates
Analyze
IBM Big Data Advanced Analytics Platform (AAP) Architecture
A
B
C
D G
AAP Capabilities High Performance Historical analysis Model Based Predictive Analytics Real-time scoring, classification, detection and action
Visualize, explore, investigate, search and report
High Performance Unstructured Data analysis Discovery Analytics Take action on analytics
F
Information Interaction
Analytics Engine
Prediction / Policy Engine
Sense, Identify,
Align
Reports
Geo/Semantic Mapping
Dashboards
Simulation
Outcome Optimization
Model Creation
Semi Structured
Data
Dat
a R
epos
itorie
s
Network Events
Network Policies C
ontin
uous
Fee
d S
ourc
es
XDR
Batch Data
Data for Historical Analysis
Deploy Model
Streaming Engine
Streaming Data Categorize, Count, Focus
Score, Decide
Historical Data Models
In Database Mining
Reports & Dashboards
Ad-hoc Queries
Actions
Event Execution
Policy Mgmt
Ext
erna
l D
ata Social
3rd party
High Velocity
High Volume
Open API
Customer Activities
A
B
C
D G
Marketing
Customer Care
Users
NOC/SOC
Network Planning
...
Marketing
Customer Care
Users
NOC/SOC
Network Planning
...
Campaign Mgmt.
Pro-active Customer
Experience Management
Pro-active Network Mgmt
Real time Scoring & Decision Mgmt.
...
Deploy Model
Policy Management
Data Integration ETL
Deduplicate
Standardize
Identity Resolution
Network Topology
Data
Application & Usage
Data Customer
Data
Capture Changes
Un-Structured
Data Hadoop
E
E
Structured Data
Insight F Search, Pattern Matching, Quantitative, Qualitative
Enterprise Data Warehouse
Advanced Analytics Platform
Create & Deliver Smarter Services Transform Operations Build Smarter
Networks Personalize Customer Engagements
InfoSphere Streams
SPSS
WODM, Optim
PDA
Social Media Analytics
InfoSphere Data Explorer
Cognos
InfoSphere BigInsights
IBM (Unica)
Campaign
WODM
PDOA
SPSS Database Server
BPM
Content
• Use cases to support Business Architecture
• Components to support Application Architecture
• Data Integration
• Privacy Management & Archiving
• Location & Lifestyle Analytics
• Adaptive Analytics
• Momentum and Conclusions
What is Sensitive Data
Personally Sensitive • Information that can be misused to harm a person in financial,
employment or social way. (Names, Social Security Number, Credit Card, etc.)
Network Sensitive • Information that can be misused to breech or disable critical
network communication (Circuit Identifiers, IP Addresses, etc.)
Corporate Sensitive • Information that can misused to compromise the competitive
position of a company (Operational Metrics, etc.)
6 steps that work together to achieve an acceptable and manageable level of data security
Processes & Information assets
Audit
Manage
Define process
Implement Controls
Assess Risk
Data masking requires a combination of process, templates and tools
Our approach brings together data masking infrastructure using DataStage and ProfileStage, combining with Masking on Demand plug-in using Optim technology.
InfoSphere Analyzer Optim, DataStage
Tools
Templates Masking Utilities - Incremental Autogen - Swap - Relational Group Swap - String Replacement - Universal Random
Data Definitions - Customer ID - Name - Address - Credit Card No - Social Sec No - Etc.
Identify Select Verify Implement
Reusable Processes
Validate
IBM Big Data Advanced Analytics Platform (AAP) Architecture
A
B
C
D G
AAP Capabilities High Performance Historical analysis Model Based Predictive Analytics Real-time scoring, classification, detection and action
Visualize, explore, investigate, search and report
High Performance Unstructured Data analysis Discovery Analytics Take action on analytics
F
Information Interaction
Analytics Engine
Prediction / Policy Engine
Sense, Identify,
Align
Reports
Geo/Semantic Mapping
Dashboards
Simulation
Outcome Optimization
Model Creation
Semi Structured
Data
Dat
a R
epos
itorie
s
Network Events
Network Policies C
ontin
uous
Fee
d S
ourc
es
XDR
Batch Data
Data for Historical Analysis
Deploy Model
Streaming Engine
Streaming Data Categorize, Count, Focus
Score, Decide
Historical Data Models
In Database Mining
Reports & Dashboards
Ad-hoc Queries
Actions
Event Execution
Policy Mgmt
Ext
erna
l D
ata Social
3rd party
High Velocity
High Volume
Open API
Customer Activities
A
B
C
D G
Marketing
Customer Care
Users
NOC/SOC
Network Planning
...
Marketing
Customer Care
Users
NOC/SOC
Network Planning
...
Campaign Mgmt.
Pro-active Customer
Experience Management
Pro-active Network Mgmt
Real time Scoring & Decision Mgmt.
...
Deploy Model
Policy Management
Data Integration ETL
Deduplicate
Standardize
Identity Resolution
Network Topology
Data
Application & Usage
Data Customer
Data
Capture Changes
Un-Structured
Data Hadoop
E
E
Structured Data
Insight F Search, Pattern Matching, Quantitative, Qualitative
Enterprise Data Warehouse
Advanced Analytics Platform
Create & Deliver Smarter Services Transform Operations Build Smarter
Networks Personalize Customer Engagements
InfoSphere Streams
SPSS
WODM, Optim
PDA
Social Media Analytics
InfoSphere Data Explorer
Cognos
InfoSphere BigInsights
IBM (Unica)
Campaign
WODM
PDOA
SPSS Database Server
BPM
Content
• Use cases to support Business Architecture
• Components to support Application Architecture
• Data Integration
• Privacy Management & Archiving
• Location & Lifestyle Analytics
• Adaptive Analytics
• Momentum and Conclusions
© 2012 IBM Corporation
Buddies, Hangouts, Globtrotters Areas of mobility analytics
n Individual Lifestyle and Usage profiles
n Popular Locations with specific profiles
n Who are the Buddies
n Predicting where people go
Who Are You? Homebody Daily Grinder Delivering the Goods Globetrotter Sofa Surfer
10 Top Hangouts
Mobile ID Buddy Rank
2702 1
1256 2
8786 3
4792 4
8950 5
What are Profiles
• Lifestyle Profiles are defined by marketing analysts for specific use cases or marketing programs
• Usage Profiles are created using data mining algorithms and define how a person uses services during the day
• Location Affinity is created with algorithms and determines preferred locations for individuals throughout the day and week
• Together these uniquely define a person with relation to how
the retailer or marketer might want to market to them
Creating Groups of Mobility Profiles Enables Better Prediction for Certain Groups
l profiles breakdown like this
l Homebody, doesn't visit too many unique locations
l Daily Grinder, back and forth to work, quiet weekends, makes stops along the way
l Norm Peterson, inside the lines, no deviations
l Delivering the goods, no predictable patterns, many different locales during the day
l Globe Trotter, either not in town, or keeps their phone turned off
l Rover Wanderer, spends evenings at various location (sofa surfers www.couchsurfing.org)
l “Other”, is a group hard to categorize
By Profile, when is it easy or difficult to predict where they will be?
Profile Day Time Predictability
Daily Grinder Thursday Dinner Highest
Daily Grinder Friday Afternoon Lowest
Homebody Saturday Night Highest
Homebody Wednesday Morning Lowest
These are the 2 most predictable profiles, yet there is diversity in their predictability. To best communicate with Daily Grinders, contact them on Thursday Afternoons just before dinner
Preferred Locations of by profile type at Lunchtime Weekdays (Central Stockholm)
Delivering the Goods
Night Shifters
Daily Grinders
What analysis is available (Anonymous Data)
From the mobility profiles, summarized, anonymous analysis is available
l Summarized to ensure anonymity, analysis of popular locations by time of day and profile of subscribers is possible
l For retailers this information can help understand what types of people are nearby at lunch time
l What types of people prefer which areas. Some obvious results are Globe Trotters go to airports, Daily Grinders go to office buildings. Other non-obvious results show up also.
l Are there predictable patterns that we can use to target certain groups in the future?
What Makes this Possible?
l Using the power of Netezza and modeling capabilities of SPSS we can literally throw all the data at data mining algorithms and create discrete clusters of subscribers by activity, mobility
l Apply the data mining outputs to the entire subscriber base by creating detailed specific analyses for each subscriber refined by the mobility profiles
Content
• Use cases to support Business Architecture
• Components to support Application Architecture
• Data Integration
• Privacy Management & Archiving
• Location & Lifestyle Analytics
• Adaptive Analytics
• Momentum and Conclusions
Sensor
Predictive Modeler
Scorer
Analytics Engine
High Velocity
High Volume
Real-time Adaptive Analytics
Adaptive Analytics
• Collaboration across tools
• SPSS and iLOG to manage models and rules
• PDA to do query processing for the models
• Streams to run the model
• PMML to flow models from SPSS / iLOG to Streams
Content
• Use cases to support Business Architecture
• Components to support Application Architecture
• Data Integration
• Privacy Management & Archiving
• Location & Lifestyle Analytics
• Adaptive Analytics
• Momentum and Conclusions
Marketing Assets
Resource Link IBM Big Data Hub – Telco Home Page
http://www-01.ibm.com/software/data/bigdata/industry-telco.html
IBM Big Data Hub Cross-industry http://www.ibmbigdatahub.com/ Light Reading Webinar – “Big Data dramatically changes the Telco Game Plan”
http://www.lightreading.com/webinar.asp?webinar_id=30092&webinar_promo=1000000332
Big Data Analytics (e-book) http://ibm.co/Zw0jRW Big Data Analytics for Communications Service Providers (whitepaper)
http://bitly.com/RJHbhj
Telco Industry Blog on IBM Big Data Hub (Author - Gaurav Deshpande)
http://www.ibmbigdatahub.com/blog/author/gaurav-deshpande
Videos http://www.youtube.com/watch?v=FIUFYyz03u8 http://www.youtube.com/watch?v=eg8KSLAZ2HM http://pro.gigaom.com/webinars/netezza-making-big-data-analytics-pay/ http://youtu.be/bdJu1Pt374g
IBM Big Data / Advanced Analytics Value Proposition
All Telco Data Combine Network Data (usage, performance, capacity), Billing Call Detail Records, Subscriber, Channel, Policy, Device, Social etc.
At Scale Ability to manage the stored Petabytes of data and incoming billions of records per day
At Speed of Business
Only IBM
Ability to process data and analytics in real time and close to point of origination to support emerging use cases such as Location Based Services (LBS) and Machine to Machine (M2M)
Only IBM can deliver the complete end to end technology and skills to capture quickly the new ERA value of Telco Big Data
Communities • On-line communities, User Groups, Technical Forums, Blogs, Social
networks, and more o Find the community that interests you …
• Information Management bit.ly/InfoMgmtCommunity
• Business Analytics bit.ly/AnalyticsCommunity
• Enterprise Content Management bit.ly/ECMCommunity
• IBM Champions o Recognizing individuals who have made the most outstanding contributions to
Information Management, Business Analytics, and Enterprise Content Management communities
• ibm.com/champion