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
Descriptive
What 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 Cognitive
In 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
7
Collaboration and Deployment Services
SMA
Data Collection
Modeler Decision
ManagementStatistics
Transactions
Demographics
Interactions
Opinions
Predictive Modeling
Data Mining
Text Analytics
Social Network Analysis
Statistical Analysis
Prediction
Rules
Optimization
Process
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 Gold
Provides 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 Premium
Provides 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 Professional
Provides 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 workbench
Ease of use
• Visual approach – No programming
Powerful data preparation support
Automatic Modeling
Tightly integrated Text Analytics
Productivity
Open and Scalable Architecture
R Framework Integration
Leverages existing database functionality
SQL pushback
In-Database mining

SPSS Software
Predictive Analytics
Tools
SPSS ModelerSPSS Modeler
SPSS StatisticsSPSS Statistics
SPSS Decision
Management
SPSS Decision
Management
SPSS Collaboration and
Deployment Services
SPSS Collaboration and
Deployment Services
SPSS Statistics
Server
SPSS Statistics
Server
Predictive Analytics Deployment Platform
SPSS
Data collection
SPSS
Data collection
Line of Business Applications
Call
Center
Call
Center
CRMCRM CMSCMS ERPERP OtherOther
CognosCognos
iLogiLog
UnicaUnica
CoremetricsCoremetrics
OtherOther
Business Analytics
Applications
Data
SPSS Modeler
Server
SPSS Modeler
Server
SPSS Analytic ServerSPSS 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 Netezza
IBM DB2 InfoSphere Warehouse
Oracle Data Miner
Microsoft Analysis Services

IBM Watson Analytics
Cloud-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

18
© 2009 SPSS Inc.
18
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)
Extraction
List of
Concepts
(Terms/Entities
Relationships
Events)
The H1N1 virus was identified in Hong Kong.
3 concepts
1- Event - TLA

19 19
Statistical
Methods
Text Analytics Technology Umbrella
Linguistic
Methods
Search
Engines
Clustering
Classification
Categorization
Entity
Extraction
Relationship
Extraction
Event
Extraction
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

27
© 2009 SPSS Inc.
27
• 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 Premium
Natural Language Processor - Workflow - Details
Exclusion Indexing
Forcing
+
Extraction
Text
Pre-processing
File
Pre-processing
Extracted concepts
Input text
Typing
TLA patterns
Categories
Grouping

© 2014 IBM Corporation
Thank you…
Steven Reeves – sdreeves@us.ibm.com
Predictive 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
Unstructured
customer/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

IBM SPSS Overview Text Analytics Brief

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (19)

Destaque

Destaque (20)

Semelhante a IBM SPSS Overview Text Analytics Brief

Semelhante a IBM SPSS Overview Text Analytics Brief (20)

Último

Último (20)

IBM SPSS Overview Text Analytics Brief

Notas do Editor