1. Business Analytics software
IBM Business Analytics
Deepak Advani
VP, Business Analytics Products & Solutions
February 7, 2012
© 2011 IBM Corporation

2. Imagine if you could…
… track disease
outbreaks across country
borders in real time?
© 2009 IBM Corporation

3. Imagine if you could…
…catch money laundering
before it happens?
© 2009 IBM Corporation

4. Imagine if you could…
… apply social relationships
of customers to prevent
churn?
© 2009 IBM Corporation

5. Imagine if you could…
…identify at-risk
students before they
drop out of school?
© 2009 IBM Corporation

6. Business Analytics software
Our world is becoming smarter
Instrumented
Interconnected
Intelligent
6 © 2011 IBM Corporation

7. Business Analytics software
With this change comes an … Yet organizations are
explosion in information … operating with blind spots
Lack of Insight
1 in 3 managers frequently make
critical decisions without the
information they need
Volume of Digital Data
Inefficient Access
1 in 2 don’t have access to the
information across their organization
needed to do their jobs
Variety of Information
Inability to Predict
3 in 4 business leaders say more
predictive information would drive better
decisions
Velocity of Decision Making
© 2011 IBM Corporation
Source: IBM Institute for Business Value

8. Opportunity for value creation is significant, and growing
Data AVAILABLE to an
organization
Missed
ity
opportun
data an organization can
PROCESS
Organizations are able to
Enterprises are “more blind”
process less and less of the
to new opportunities.
available data.
8 © 2009 IBM Corporation

9. Business Analytics software
hanging Business Imperatives
The Vast Majority of CMOs are Underprepared
Marketing Priority Matrix 1 Data explosion
Underpreparedness
Percent of CMOs reporting 2 Social media
underprepared
1 3 Growth of channel and device choices
70
2 4 Shifting consumer demographics
3
5 Financial constraints
4 6 Decreasing brand loyalty
60
5 7 Growth market opportunities
6
10 7 8 9
8 ROI accountability
11
9 Customer collaboration and influence
50 12 10 Privacy considerations
13
11 Global outsourcing
Factors impacting
marketing 12 Regulatory considerations
40 Percent of CMOs selecting
as “Top five factors” 13 Corporate transparency
0 20 40 60 Mean
9
Source: Q7 Which of the following market factors will have the most impact on your marketing organization over the next 3 to 5 years? n1=1733; Q8 How prepared are you to
manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
n2=149 to 1141 (n2 = number of respondents who selected the factor as important in Q7)
© 2011 IBM Corporation

10. IBM investments in Analytics and Big Data
 More than $14B in Acquisitions
Since 2005 Hadoop
 More than 10,000 Technical
Professionals
 More than 7,500 Dedicated Information Stream
Consultants Integration Computing
 Largest Math Department
in Private Industry
 More than 27,000 Business
Partner Certifications
Source: IBM BAO Data Warehouse
Analyze Analyze Analyze Discover & Manage
Information Information Extreme Experiment & Plan
of any Variety in Motion Volumes of
10 Information © 2012 IBM Corporation

11. Complementary Analytics
Traditional Approach New Approach
Structured, analytical, logical Creative, holistic thought, intuition
Data Hadoop
W arehouse Streams
Transaction Data Web Logs
Internal App Data Social Data
Structured
Structured Unstructured
Repeatable Enterprise
Unstructured
Exploratory
Mainframe Data
Repeatable
Linear Integration Exploratory
Iterative Text Data: emails
Linear
Monthly sales reports Iterative sentiment
Brand
Profitability analysis Product strategy
OLTP System Data surveys
Customer Maximum asset utilization images
Sensor data:
ERP data Traditional New RFID
Sources Source
s
© 2012 IBM Corporation

12. Applications for Big Data Analytics
Smarter Healthcare Multi-channel Finance Log Analysis
sales
Homeland Security Traffic Control Telecom Search Quality
Manufacturing Trading Fraud and Retail: Churn,
Analytics Risk NBO
12 © 2012 IBM Corporation

13. Three key trends are driving this movement:
The emergence of The shift of power to Pressure to do more
Big Data the consumer with less
13 © 2012 IBM Corporation

14. Big Data Customer Examples
Big Data for the CMO Big Data for
Smarter Planet Big Data for Telco
Financial Modern Telco
Services Energy
Group
”Listen to the voice of Reduced modeling Latency reduced from
clients” time by 97% 12 hrs to 1 sec
5.8 terabytes of Internet 2.8 petabytes of public 6 billion Call Detail
and Social Media and private weather Records per day
data
Fix negative opinions and Personalized marketing
build on positive ones Modeling time reduced to individual customers
from weeks to hrs.
© 2012 IBM Corporation

15. Correlate combined risk and
impending weather threats to
optimize inventory and Dynamically updated
determine supply chain risk assessment
recommendations for assets in
projected path
Real-time projections
of hurricane path
15 © 2012 IBM Corporation

16. Business Analytics software
“The People’s Oscar”? - IBM Big Data Analytics at Work
 IBM Infosphere Streams used to process hundreds of tweets per minute in real time
 IBM Cognos Consumer Insight implemented on Hadoop cluster provides parallel analysis of
tens of thousands of blogs and tweets for sentiment and emerging topics of discussion
 Partnership with LA Times to publish social insights in an interactive graphical environment
for the general public to use
 Show case for big data analytics in media and entertainment, with future applications in film
marketing, demand forecasting and release window optimization
 “Celebrities tweet their dismay and
delight with the nominations”
 “the Twitterverse lit up with
messages from movie fans excited
about — and upset about — the
picks in the best picture, lead actor
and lead actress categories”
 “You might be surprised about
which performers and movies got
the most tweets — and who had
the most positive buzz”
Powered by
© 2010 IBM Corporation

17. On February 14, 2011, IBM Watson changed history on the TV
show Jeopardy.
Word spread virally of the victory with
Twitter reaching 11.7M, 30,121 blog
On the TV show Jeopardy
mentions, and 15,025 forum posts
17
© 2012 IBM Corporation

18. Healthcare industry is beset with some of the most complex information
challenges we collectively face
Medical information is
doubling every 5 years,
much of which is
unstructured
81% of physicians
report spending 5
hours or less per
month reading medical
journals
“Medicine has become too complex. Only about 20% of the knowledge clinicians
use today is evidence-base.” Leading Chief Medical & Scientific Officer
© 2012 IBM Corporation

19. Putting the pieces together at point of impact
can be life changing
Fam toms
Med istor y
Pat story
Sy m
Fin ions
.H
. Hi
difficulty swallowing
ica
Patient
Symptoms
Family
Medications
Findings
p
Symptoms
fever Diagnosis Models
din
Confidence
t
dry mouth
gs
thirst
History
History
anorexia
A AA medications were levothyroxine,
Her urine dipstick was complains of
58-year-old woman presented forher
58-year-old woman positive to frequent urination Renal Failure
hydroxychloroquine, pravastatin, and
primary care anorexia, dry mouth,
dizziness, physician after several dizziness
leukocyte esterase and nitrites. The no abdominal pain
dayshistory was notable for cutaneous
Her increased thirst, andgiven amouth,
of dizziness,patient frequent
alendronate. dry
anorexia, no back pain UTI
Herincreased thirst,also hadoral and
familyShefo ciprofloxacin for a
history included a fever.
prescription had and frequent
urination. no cough
lupus, hyperlipidemia, osteoporosis,
She reported no pain mother, fever
bladder cancer in her in 3 had a later,
urination. She had also daysGraves'
frequent tract infection. her abdomen,
urinary urinary tract infections, a left no diarrhea
Diabetes
and reported for two sisters, andand
back,disease in weakness
oophorectomy thatafood would “get
and no cough, or diarrhea.
patient reported benign cyst, Oral cancer
History
Bladder cancer
Family
stuck” when she was onediagnosed a
hemochromatosis in swallowing. She
sister, and
dizziness. Her supine blood pressure
primary hypothyroidism, Hemochromatosis Influenza
idiopathic thrombocytopenic purpura
was 120/80 mm Hg, and abdomen,
reported noyear earlier pulse was
pain in her Purpura
back, orin oneand no cough,
flank sister
88. Graves’ Disease
Hypokalemia
(Thyroid Autoimmune)
shortness of breath, diarrhea, or
cutaneous lupus
dysuria
Findings Medications History
Patient
osteoporosis
hyperlipidemia Esophagitis
frequent UTI
hypothyroidism
• Extract Symptoms from record
Alendronate Most Confident Diagnosis: UTI to handle
• Most Confident Diagnosis: text
Use paraphrasings mined from Influenza
Diabetes
Esophagitis
pravastatin ••• Extract Medications and variants
• Extract Patient History
Identify negative Symptoms
Extract Family
alternate phrasings
levothyroxine • • Use database Taxonomies to generalize medical
• Reason with mined relations to explain away
Use Medical of drug side-effects
Perform broad search for possible diagnoses
hydroxychloroquine • • Together, multiple is consistent w/best the models
symptoms (thirst diagnoses may UTI) explain
Score Confidence granularity used by
conditions to the in each diagnosis based on
urine dipstick: symptomsso far
evidence
leukocyte esterase • Extract Findings: Confirms that UTI was present
supine 120/80 mm HG
heart rate: 88 bpm
urine culture: E. Coli
19 © 2012 IBM Corporation

20. Cancer is an insidious disease and the second highest
cause of death
1 in 3 1.5M+
individuals will die were diagnosed
from cancer with cancer in the
US in 2011
X
50 yr.+ $263.8B
the time current cancer overall costs of cancer
treatments have been in the US in 2010
around (chemotherapy,
radiotherapy, etc.) $$$$$$$$$$$$
$$$$$$$$$$$$
$$$$$$$$$$$$
$$$$$$$$$$$$
Source: American Cancer Society, National Health Institute
20 © 2012 IBM Corporation

21. From battling humans on Jeopardy! to changing the way the world
thinks, acts, and operates
Healthcare Financial Services
Diagnostic/treatment Investment and retirement
assistance, evidenced-based planning, institutional trading
insights, collaborative medicine and decision support
Contact Center Government
Call center and tech support Public safety, improved
services, enterprise knowledge information sharing, security,
management, consumer insight fraud and abuse prevention
IBM Watson has the capabilities to address grand
business and societal challenges
© 2012 IBM Corporation

22. Business Analytics software
ibm.com/bigdata
22 © 2011 IBM Corporation