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Big Data Analytics

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Keynote talk by David Dietrich, EMC Education Services at ICCBDA 2013 : International Conference on Cloud and Big Data Analytics http://twitter.com/imdaviddietrich http://infocus.emc.com/author/david_dietrich/

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My Blog : http://infocus.emc.com/author/david_dietrich Big Data Analytics ICCBDA 2013 : International Conference on Cloud and Big Data Analytics David Dietrich EMC Education Services Dietrich, 8 February , 2013 @imdaviddietrich Copyright © 2013 EMC Corporation. All Rights Reserved.
Agenda In other words… • Level setting on Big Data • Emerging Need for Advanced Analytics • Road ahead & Skill development Copyright © 2013 EMC Corporation. All Rights Reserved. 2
Big Data Copyright © 2013 EMC Corporation. All Rights Reserved.
Copyright © 2013 EMC Corporation. All Rights Reserved. 4
Copyright © 2013 EMC Corporation. All Rights Reserved. 5
Big Data Key Characteristics Implications for the Enterprise • Large Volumes • New Platforms • New Sources • New Roles • Low Latencies • New Techniques Copyright © 2013 EMC Corporation. All Rights Reserved. 6
Four Main Types of Data Structures Structured Data Quasi-Structured Data Semi-Structured Data View Source http://www.google.com/#hl=en&sugexp=kjrmc&cp=8&gs_id=2m&xhr=t&q=data+scientist& pq=big+data&pf=p&sclient=psyb&source=hp&pbx=1&oq=data+sci&aq=0&aqi=g4&aql=f&gs _sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=d566e0fbd09c8604&biw=1382&bih=651 Unstructured Data The Red Wheelbarrow, by William Carlos Williams Copyright © 2013 EMC Corporation. All Rights Reserved. 7
Opportunities for a New Approach to Analytics Big Data Ecosystem 1 Data Devices Individual Analytic Medical Information Services Brokers Advertising Marketers Employers Law Enforcement Government Internet Data 2 Websites 3 Collectors Data Aggregators Data Users/Buyers Catalog 4 Co-Ops Phone/TV Retail Media Private Media Credit List Investigators Archives Bureaus Financial Brokers Delivery /Lawyers Banks Service Government Copyright © 2013 EMC Corporation. All Rights Reserved. 8
Industries Are Broadly Embracing Data Science Retail Advertising & Public Relations •CRM – Customer Scoring •Demand Signaling •Store Siting and Layout •Ad Targeting •Fraud Detection / Prevention •Sentiment Analysis •Supply Chain Optimization •Customer Acquisition Financial Services Media & Telecommunications •Algorithmic Trading •Network Optimization •Risk Analysis •Customer Scoring •Fraud Detection •Churn Prevention •Portfolio Analysis •Fraud Prevention Manufacturing Energy •Product Research •Smart Grid •Engineering Analytics •Exploration •Process & Quality Analysis •Distribution Optimization Government Healthcare & Life Sciences •Market Governance •Pharmaco-Genomics •Counter-Terrorism •Bio-Informatics •Econometrics •Pharmaceutical Research •Health Informatics •Clinical Outcomes Research Copyright © 2013 EMC Corporation. All Rights Reserved. 9
Emerging Need for Advanced Analytics Copyright © 2013 EMC Corporation. All Rights Reserved.
Business Drivers for Advanced Analytics Current Business Problems Provide Opportunities for Organizations to Become More Analytical & Data Driven Driver Examples 1 Desire to optimize business Sales, pricing, profitability, efficiency operations 2 Desire to identify business risk Customer churn, fraud, default 3 Upsell, cross-sell, best new customer Predict new business opportunities prospects 4 Comply with laws or regulatory Anti-Money Laundering, Fair Lending, Basel II requirements Copyright © 2013 EMC Corporation. All Rights Reserved. 11
Big Data Requires New Approaches to Analytics Data Science & Big Data Analytics Predictive Analytics & Data Mining (Data Science) Typical • Optimization, predictive modeling, Techniques & forecasting, statistical analysis Data Types • Structured/unstructured data, many types of sources, very large data sets High Common • What if…..? Questions • What’s the optimal scenario for our business ? • What will happen next? What if these trends continue? Why is this happening? Data Science Business Intelligence BUSINESS Typical • Standard and ad hoc reporting, Techniques & dashboards, alerts, queries, details on VALUE Data Types demand Business • Structured data, traditional sources, Intelligence manageable data sets Common • What happened last quarter? Questions • How many did we sell? • Where is the problem? In which situations? Low Past TIME Future Copyright © 2013 EMC Corporation. All Rights Reserved. 12
Churn Analysis for Mobile Telco Synopsis: A Mobile Telco wanted to Approach with Big Data understand why it’s losing customers • Analyze call history data • Treat call history as a social network Business challenge: Proactively detect mobile phone customers at risk of canceling contracts (customer churn) to retain customers and protect revenue Traditional Approach to Churn Analysis • Look at spending patterns • Review recurrent problems Cell phone history portrayed as a social network Copyright © 2013 EMC Corporation. All Rights Reserved. 13
Example of Cell Phone Cancellation Outbreak Month 1 Copyright © 2013 EMC Corporation. All Rights Reserved. 14
Example of Cell Phone Cancellation Outbreak Month 2 Copyright © 2013 EMC Corporation. All Rights Reserved. 15
Example of Cell Phone Cancellation Outbreak Month 3 Copyright © 2013 EMC Corporation. All Rights Reserved. 16
Example of Cell Phone Cancellation Outbreak Month 4 Copyright © 2013 EMC Corporation. All Rights Reserved. 17
Using Social Network Analysis to Improve Churn Prediction High risk cell phone churners can now be identified in 1 hour, saving $40 MM in first year If we had known two customers’ calling networks… Could we have prevented five more from leaving? Copyright © 2013 EMC Corporation. All Rights Reserved. 18
Road ahead & Skill development Copyright © 2013 EMC Corporation. All Rights Reserved.
Growth of Data Scientist Opportunities Job Trends from Indeed.com • “A significant constraint on realizing value from big data will be a shortage of talent, particularly of people with deep expertise in statistics and machine learning, and the managers and analysts who know how to operate companies by using insights from big data." • By 2018...the United States alone faces a shortage of 140,000 to 190,000 people with analytical expertise and 1.5 million managers and analysts with the skills to understand and make decisions based on the analysis of big data. “Average "data scientist" salaries for job postings Source: McKinsey Global Institute Big data: The next frontier for innovation, competition and productivity nationwide are 55% higher than average salaries for May Source: McKinsey Global Institute ; Big data: The next frontier for innovation, competition 2011 all job postings nationwide.” and productivity, May 2011 Copyright © 2013 EMC Corporation. All Rights Reserved. 20
People & Skills Three Key Roles of the New Data Ecosystem Role Data Scientists Deep Analytical Talent Projected U.S. talent gap: 140,000 to 190,000 Projected U.S. talent Data Savvy Professionals gap: 1.5 million Technology & Data Enablers Note: Figures above reflect a projected talent gap in US in 2018, as shown in McKinsey May 2011 article Big Data: The next frontier for innovation, competition, and productivity Copyright © 2013 EMC Corporation. All Rights Reserved. 21
Profile of a Data Scientist Quantitative Curious & Technical Creative Skeptical Communicative & Collaborative Copyright © 2013 EMC Corporation. All Rights Reserved. 22
Data Science and Big Data Analytics Course and EMCDSA Certification Course Overview Details • “Open” curriculum • Practitioner’s approach • Enables immediate participation on analytics projects • Prepares for EMC Proven Professional Data Science Associate (EMCDSA) Certification Copyright © 2013 EMC Corporation. All Rights Reserved. 23
Skills Matrix, Based on Recent Students Quantitative Analysts, Statisticians, Data Business and data analysts Scientists Quantitative Skills Business Recent STEM Intelligence Grads Professionals, IT Technical Ability Copyright © 2013 EMC Corporation. All Rights Reserved. 24
Specific Data Science Skills & Traits 1 2 3 EDW 4 5 Apply data science methods in their current roles Copyright © 2013 EMC Corporation. All Rights Reserved. 25
Others Ways to Learn about Big Data Analytics Formal Training • EMC Data Science & Big Data Analytics course • STEM graduate programs and certificates • Conferences on Analytics (Strata, PAW, ACM, ACL, INFORMS, ICCBDA….) • Free Massive Open Online Courses (MOOCs) 6 – 12 week online courses Coursera, Udacity, Udemy, edX, iTunesU, Khan Academy Informal Training • Look for opportunities to try out your skills, your day job provides this • Offer to help on projects, opportunistically…Every team is looking for people with these skills right now Copyright © 2013 EMC Corporation. All Rights Reserved. 26
Leverage The Wisdom of Crowds • Social Media • Volunteer to help • Try Contests Kaggle, Innocentive Copyright © 2013 EMC Corporation. All Rights Reserved. 27
Key Takeaways • Analyzing big data provides significant opportunity for deriving new value • To do this, organizations will need to enrich the skill sets of their analysts and emerging data scientists • Take advantage of EMC’s Data Science Associate course or other opportunities to grow your skills Copyright © 2013 EMC Corporation. All Rights Reserved. 28
Questions? Additional Resources: 1. My Blog on Data Science & Big Data Analytics: David Dietrich http://infocus.emc.com/author/david_dietrich/ @imdaviddietrich 2. Blog on applying Data Analytics Lifecycle to measuring innovation data: http://stevetodd.typepad.com/my_weblog/data-science-and- big-data-curriculum/ 3. EMC Education Services curriculum on Data Science & Big Data Analytics: http://education.emc.com/guest/campaign/data_science.aspx Copyright © 2013 EMC Corporation. All Rights Reserved. 29
Thank You! Copyright © 2013 EMC Corporation. All Rights Reserved. 30

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Big Data Analytics

  • 1. My Blog : http://infocus.emc.com/author/david_dietrich Big Data Analytics ICCBDA 2013 : International Conference on Cloud and Big Data Analytics David Dietrich EMC Education Services Dietrich, 8 February , 2013 @imdaviddietrich Copyright © 2013 EMC Corporation. All Rights Reserved.
  • 2. Agenda In other words… • Level setting on Big Data • Emerging Need for Advanced Analytics • Road ahead & Skill development Copyright © 2013 EMC Corporation. All Rights Reserved. 2
  • 3. Big Data Copyright © 2013 EMC Corporation. All Rights Reserved.
  • 4. Copyright © 2013 EMC Corporation. All Rights Reserved. 4
  • 5. Copyright © 2013 EMC Corporation. All Rights Reserved. 5
  • 6. Big Data Key Characteristics Implications for the Enterprise • Large Volumes • New Platforms • New Sources • New Roles • Low Latencies • New Techniques Copyright © 2013 EMC Corporation. All Rights Reserved. 6
  • 7. Four Main Types of Data Structures Structured Data Quasi-Structured Data Semi-Structured Data View Source http://www.google.com/#hl=en&sugexp=kjrmc&cp=8&gs_id=2m&xhr=t&q=data+scientist& pq=big+data&pf=p&sclient=psyb&source=hp&pbx=1&oq=data+sci&aq=0&aqi=g4&aql=f&gs _sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=d566e0fbd09c8604&biw=1382&bih=651 Unstructured Data The Red Wheelbarrow, by William Carlos Williams Copyright © 2013 EMC Corporation. All Rights Reserved. 7
  • 8. Opportunities for a New Approach to Analytics Big Data Ecosystem 1 Data Devices Individual Analytic Medical Information Services Brokers Advertising Marketers Employers Law Enforcement Government Internet Data 2 Websites 3 Collectors Data Aggregators Data Users/Buyers Catalog 4 Co-Ops Phone/TV Retail Media Private Media Credit List Investigators Archives Bureaus Financial Brokers Delivery /Lawyers Banks Service Government Copyright © 2013 EMC Corporation. All Rights Reserved. 8
  • 9. Industries Are Broadly Embracing Data Science Retail Advertising & Public Relations •CRM – Customer Scoring •Demand Signaling •Store Siting and Layout •Ad Targeting •Fraud Detection / Prevention •Sentiment Analysis •Supply Chain Optimization •Customer Acquisition Financial Services Media & Telecommunications •Algorithmic Trading •Network Optimization •Risk Analysis •Customer Scoring •Fraud Detection •Churn Prevention •Portfolio Analysis •Fraud Prevention Manufacturing Energy •Product Research •Smart Grid •Engineering Analytics •Exploration •Process & Quality Analysis •Distribution Optimization Government Healthcare & Life Sciences •Market Governance •Pharmaco-Genomics •Counter-Terrorism •Bio-Informatics •Econometrics •Pharmaceutical Research •Health Informatics •Clinical Outcomes Research Copyright © 2013 EMC Corporation. All Rights Reserved. 9
  • 10. Emerging Need for Advanced Analytics Copyright © 2013 EMC Corporation. All Rights Reserved.
  • 11. Business Drivers for Advanced Analytics Current Business Problems Provide Opportunities for Organizations to Become More Analytical & Data Driven Driver Examples 1 Desire to optimize business Sales, pricing, profitability, efficiency operations 2 Desire to identify business risk Customer churn, fraud, default 3 Upsell, cross-sell, best new customer Predict new business opportunities prospects 4 Comply with laws or regulatory Anti-Money Laundering, Fair Lending, Basel II requirements Copyright © 2013 EMC Corporation. All Rights Reserved. 11
  • 12. Big Data Requires New Approaches to Analytics Data Science & Big Data Analytics Predictive Analytics & Data Mining (Data Science) Typical • Optimization, predictive modeling, Techniques & forecasting, statistical analysis Data Types • Structured/unstructured data, many types of sources, very large data sets High Common • What if…..? Questions • What’s the optimal scenario for our business ? • What will happen next? What if these trends continue? Why is this happening? Data Science Business Intelligence BUSINESS Typical • Standard and ad hoc reporting, Techniques & dashboards, alerts, queries, details on VALUE Data Types demand Business • Structured data, traditional sources, Intelligence manageable data sets Common • What happened last quarter? Questions • How many did we sell? • Where is the problem? In which situations? Low Past TIME Future Copyright © 2013 EMC Corporation. All Rights Reserved. 12
  • 13. Churn Analysis for Mobile Telco Synopsis: A Mobile Telco wanted to Approach with Big Data understand why it’s losing customers • Analyze call history data • Treat call history as a social network Business challenge: Proactively detect mobile phone customers at risk of canceling contracts (customer churn) to retain customers and protect revenue Traditional Approach to Churn Analysis • Look at spending patterns • Review recurrent problems Cell phone history portrayed as a social network Copyright © 2013 EMC Corporation. All Rights Reserved. 13
  • 14. Example of Cell Phone Cancellation Outbreak Month 1 Copyright © 2013 EMC Corporation. All Rights Reserved. 14
  • 15. Example of Cell Phone Cancellation Outbreak Month 2 Copyright © 2013 EMC Corporation. All Rights Reserved. 15
  • 16. Example of Cell Phone Cancellation Outbreak Month 3 Copyright © 2013 EMC Corporation. All Rights Reserved. 16
  • 17. Example of Cell Phone Cancellation Outbreak Month 4 Copyright © 2013 EMC Corporation. All Rights Reserved. 17
  • 18. Using Social Network Analysis to Improve Churn Prediction High risk cell phone churners can now be identified in 1 hour, saving $40 MM in first year If we had known two customers’ calling networks… Could we have prevented five more from leaving? Copyright © 2013 EMC Corporation. All Rights Reserved. 18
  • 19. Road ahead & Skill development Copyright © 2013 EMC Corporation. All Rights Reserved.
  • 20. Growth of Data Scientist Opportunities Job Trends from Indeed.com • “A significant constraint on realizing value from big data will be a shortage of talent, particularly of people with deep expertise in statistics and machine learning, and the managers and analysts who know how to operate companies by using insights from big data." • By 2018...the United States alone faces a shortage of 140,000 to 190,000 people with analytical expertise and 1.5 million managers and analysts with the skills to understand and make decisions based on the analysis of big data. “Average "data scientist" salaries for job postings Source: McKinsey Global Institute Big data: The next frontier for innovation, competition and productivity nationwide are 55% higher than average salaries for May Source: McKinsey Global Institute ; Big data: The next frontier for innovation, competition 2011 all job postings nationwide.” and productivity, May 2011 Copyright © 2013 EMC Corporation. All Rights Reserved. 20
  • 21. People & Skills Three Key Roles of the New Data Ecosystem Role Data Scientists Deep Analytical Talent Projected U.S. talent gap: 140,000 to 190,000 Projected U.S. talent Data Savvy Professionals gap: 1.5 million Technology & Data Enablers Note: Figures above reflect a projected talent gap in US in 2018, as shown in McKinsey May 2011 article Big Data: The next frontier for innovation, competition, and productivity Copyright © 2013 EMC Corporation. All Rights Reserved. 21
  • 22. Profile of a Data Scientist Quantitative Curious & Technical Creative Skeptical Communicative & Collaborative Copyright © 2013 EMC Corporation. All Rights Reserved. 22
  • 23. Data Science and Big Data Analytics Course and EMCDSA Certification Course Overview Details • “Open” curriculum • Practitioner’s approach • Enables immediate participation on analytics projects • Prepares for EMC Proven Professional Data Science Associate (EMCDSA) Certification Copyright © 2013 EMC Corporation. All Rights Reserved. 23
  • 24. Skills Matrix, Based on Recent Students Quantitative Analysts, Statisticians, Data Business and data analysts Scientists Quantitative Skills Business Recent STEM Intelligence Grads Professionals, IT Technical Ability Copyright © 2013 EMC Corporation. All Rights Reserved. 24
  • 25. Specific Data Science Skills & Traits 1 2 3 EDW 4 5 Apply data science methods in their current roles Copyright © 2013 EMC Corporation. All Rights Reserved. 25
  • 26. Others Ways to Learn about Big Data Analytics Formal Training • EMC Data Science & Big Data Analytics course • STEM graduate programs and certificates • Conferences on Analytics (Strata, PAW, ACM, ACL, INFORMS, ICCBDA….) • Free Massive Open Online Courses (MOOCs) 6 – 12 week online courses Coursera, Udacity, Udemy, edX, iTunesU, Khan Academy Informal Training • Look for opportunities to try out your skills, your day job provides this • Offer to help on projects, opportunistically…Every team is looking for people with these skills right now Copyright © 2013 EMC Corporation. All Rights Reserved. 26
  • 27. Leverage The Wisdom of Crowds • Social Media • Volunteer to help • Try Contests Kaggle, Innocentive Copyright © 2013 EMC Corporation. All Rights Reserved. 27
  • 28. Key Takeaways • Analyzing big data provides significant opportunity for deriving new value • To do this, organizations will need to enrich the skill sets of their analysts and emerging data scientists • Take advantage of EMC’s Data Science Associate course or other opportunities to grow your skills Copyright © 2013 EMC Corporation. All Rights Reserved. 28
  • 29. Questions? Additional Resources: 1. My Blog on Data Science & Big Data Analytics: David Dietrich http://infocus.emc.com/author/david_dietrich/ @imdaviddietrich 2. Blog on applying Data Analytics Lifecycle to measuring innovation data: http://stevetodd.typepad.com/my_weblog/data-science-and- big-data-curriculum/ 3. EMC Education Services curriculum on Data Science & Big Data Analytics: http://education.emc.com/guest/campaign/data_science.aspx Copyright © 2013 EMC Corporation. All Rights Reserved. 29
  • 30. Thank You! Copyright © 2013 EMC Corporation. All Rights Reserved. 30