1. SOLUTION OVERVIEW
SAS Data Mining Solutions
Fast, scalable predictive analytics for the enterprise
2. Delivering insights
that pay off in smarter
Whether it’s used to drive new busi- • Testing and validation of the cham-
Challenges ness, reduce costs or gain the compet- pion model to ensure that the model
• Inefficient marketing itive edge, data mining is a valuable generates output as expected and
campaigns. asset for every organization. By using generalizes well when applied to
data mining techniques to analyze the new data.
• Difficulty measuring customer
data that is accumulating and filling • Deployment of the model and results
value and predicting profitability.
vast data warehouses, organizations into applications and databases to
• Unable to maximize cross- can harness more insight from their optimize business processes and
selling opportunities. large data stores to drive proactive improve business decisions.
• High customer attrition/churn. decision making. SAS data mining
• Monitoring the model performance
software can surface patterns and
• Stagnant or declining to ensure the model is predicting well
trends in your data that you may never
revenue and profitability. and does not need recalibrating.
have thought to look for.
• Need to detect and deter fraud. SAS offers the most comprehensive
Data mining is the process of selecting,
• Can’t make credit risk data mining solution, taking you from
exploring and modeling large amounts
decisions fast enough. raw data to accurate, business-driven
of data to uncover previously unknown
analytical models with a seamless, effi-
• Inability to understand and patterns with speed and scale.
cient process. You can create highly
predict customer needs, Predictive analytics is the process of
accurate predictive and descriptive
motivations and behaviors. applying quantitative techniques to
models to help your organization under-
uncover patterns and relationships in
• Rising costs for warranty stand not only what has happened, but
data that can help business people
services; difficulty predicting what will likely happen next.
and researchers understand historical
service and parts needs.
trends and predict future outcomes.
SAS wraps a powerful platform of
Predictive analytics and data mining
advanced predictive analytics with:
“Our team needs the best tools to • Data integration technologies
• Data preparation to fix errors, merge
effectively mine vast amounts of data, for cleaning and organizing the
tables and reformat data as needed
visually explore new features and track input data.
for model creation.
models through production for feedback • Premier enterprise business
• Exploratory data analysis to discover
intelligence systems that convert the
and improvement. We found SAS to relationships and anomalies.
information hidden in your data into
be the best solution for our needs.” • Variable transformation enrichment an understanding of the relationships
and selection to help better focus the and patterns, which leads to proac-
Marty Ellingsworth modeling process. tive decision making.
President of the ISO Innovative
• Model building using competitive • Services and training that enable
Analytics Unit, ISO
algorithms to search for a combina- you to quickly reap the benefits of
tion of data that reliably predicts the your data mining endeavors.
3. SAS® data mining • Retailers use SAS data mining to
assess the effectiveness of coupons
reaches across all and special events, predict which SAS offers the industry’s most
industries offers are most appropriate for dif- comprehensive data mining
solution based on an integrated
ferent consumers, determine which
Because data mining technologies and products to stock where, and build platform for delivering better an-
predictive analytics bring value to all brand loyalty. swers, faster. Our solution enables
industries, these techniques are widely organizations around the world to:
• Transportation companies use SAS
used around the world, and usage con- • Understand and predict
data mining to predict how customers
tinues to grow. customer needs and behavior.
will respond to price changes and
• Credit card, financial services, new services, which customers are • Measure customer
insurance and telecommunication at risk of leaving for a competitor and profitability and value.
companies use SAS data mining how much revenue will be generated
to detect and reduce fraud, measure • Increase response rates for
by new locations.
credit risk, maximize cross-selling, marketing campaigns.
optimize marketing campaigns and
A world of success • Improve cross-sell/up-sell
identify the most profitable business
strategies. SAS customers represent many of the
most innovative and successful organi- • Reduce customer attrition
• Governments and the public
zations in the world. Hundreds of com- and churn.
sector use SAS data mining to
improve service and performance, panies globally, including American • Reduce fraud.
detect fraud and waste and detect Honda Motor Co., The Dow Chemical
Co., Eli Lilly and Company, Hartford • Detect criminal activities
criminal activities and patterns.
Life, Healthways, RCI Global Vacation and patterns.
• Healthcare providers use SAS data
Network, Telstra AP, Verizon Wireless • Minimize credit risk.
mining to predict the effectiveness
and The World Wildlife Fund, use SAS
of surgical procedures, medical tests • Set pricing strategies in a
data mining tools for CRM initiatives.
and medications, and to improve highly competitive market.
Visit www.sas.com/success/index.html • Optimize sales revenue.
• Manufacturers use SAS data mining to read how leading organizations
to identify factors leading to reduced • Improve quality control
around the world are using SAS to
quality and failures in production, as processes.
harness their data and generate new
well as to optimize parts, service plan- insights for improved decision making. • Develop new products.
ning and distribution.
• Improve program performance
and brand planning.
• Identify optimal site locations.
• Identify adverse drug effects.
4. Predictive modeling for
success—the benefits of
SAS data mining solutions
Achieve an efficient, integrated regression and heuristics for quantita-
■ SAS positioned in the data mining process that identifies tive analysts addressing ad hoc issues
Leaders quadrant for as well as enterprise architects who
customer data mining trends, opportunities and threats
need to deploy model scoring logic
applications SAS provides GUI-driven, Java-based
into decision-support systems poten-
SAS is positioned in the Lead- data mining products that support all
tially using a grid-supported, client/
ers quadrant in Gartner Inc.’s of the steps necessary to address busi-
Customer Data Mining 2008 ness problems in a single, integrated
Magic Quadrant. (Source: Gart- solution, as well as code-based prod-
ner, Inc., Magic Quadrant for ucts for legacy programmers who enjoy Spot trends and predict new
Customer Data-Mining Applica- full control of each syntax statement. opportunities by adding text
tions by Gareth Herschel, The GUI-driven products support the to the mix
July 1, 2008). According to integration of customized SAS code, Analysis of information contained in
Gartner, “Leaders are vendors enabling organizations to leverage leg- customer letters and call center notes
that can meet the majority of acy work and years of accumulated can uncover actual motivating factors
requirements for most orga- experience. that result in customer dissatisfaction
nizations. Not only are they regarding services or product desires.
suitable for most enterprises to SAS Text Miner provides a full range
Build more models faster with
consider, but they also have a of predictive modeling tools that can
easy-to-use interfaces and a unique
significant effect on the mar- unearth opportunities for discovering the
ket’s direction and growth.” what and the why, all within the inte-
SAS data mining interfaces eliminate
grated SAS environment.
■ Top-ranked data mining the need for manual coding and dra-
For three consecutive years matically shorten model development
Intelligent Enterprise readers and maintenance time. Yet they are not Surface business information
voted SAS as Best Data Mining black box solutions. With SAS you can and easily share results through
Toolset vendor. (Source: add your own proprietary business sce- the unique model repository
Intelligent Enterprise, January narios and embed custom SAS code Numerous integrated assessment
1, 2007). In 2008 the magazine into your model flows. A text mining features enable you to compare results
instead presented its Editors’ interface reduces text mining time for of different SAS Enterprise Miner™
Choice Awards and named both business analysts and statisticians modeling techniques in both statistical
SAS to its elite “The Dozen” list and makes it easy to drill down into tex-
and business terms within a single,
“of companies that will matter tual documents to gain deeper insight.
easy-to-interpret framework. SAS
most to intelligent enterprises
Enterprise Miner projects support
in 2008.” The magazine said Derive new insights about your the collaborative sharing of modeling
analytics set SAS apart, saying, customers and organization with results among quantitative analysts.
“the dominant player in analytics powerful predictive analytics Models also can be imported into
will continue to stand apart from
SAS provides a superior data mining the SAS Model Manager repository
toolset that includes modern analytical for sharing with scoring officers and
(Source: Intelligent Enterprise,
January 1, 2008). algorithms such as decision trees, independent model validation testers.
neural networks, time series mining,
5. ing models. Models can be monitored
Get faster results with
during their deployment to capture ■ The SAS Difference
automated model scoring
model performance decay as early as • Data access, management
Scoring is the process of applying a possible and to trigger a model replace- and cleansing are seamlessly
model to new data and is the resulting ment process. The proper management integrated with SAS data
action of many data mining endeavors. of champion and challenger models mining solutions. This makes
SAS Enterprise Miner guides you enables a quick replacement of cham- it easier to prepare data for
through the entire data mining process pion models in production, as well as analysis.
and produces complete scoring code informed decisions on when to recali-
• Scalability. With multithreaded
for all stages of model development. brate models stored in the repository.
algorithms and support for grid
The scoring code can be deployed
computing, SAS reduces
across your enterprise with SAS, on the Leverage all your computing power execution time and uses
Web or directly in relational databases. for faster, more accurate analyses hardware resources most
The result is faster implementation of
SAS delivers enterprise-class grid efficiently.
your data mining results.
computing capabilities that enable • The most powerful predictive
SAS applications to automatically lever- analytics available. Smart
Reduce the time to create, manage
age grid computing to run faster and defaults allow business users to
and deploy models into production
take optimal advantage of computing produce models quickly, while
Model deployment is the final and most resources. Production models exported advanced statisticians have the
important phase in which the ROI from from SAS Model Manager can be option to tweak details and
the entire data mining process is real- deployed via the SAS Data Integration embed their own algorithms
ized. Errors and time delays in the Server high-performance scoring into their model flows.
deployment of models have a signifi- engine. The scoring process can
• Zero-footprint client and
cant impact on the ROI of predictive be scheduled and executed in grid
collaborative access to data
analytics, which is why a standard pro- using SAS Grid Manager.
mining projects. The Java
cess for moving models from develop-
client interface enables fast and
ment to the production environment is
maintenance-free distribution of
very important. SAS Model Manager
the SAS data mining solution
guides users through a repeatable pro-
throughout large organizations.
cess for registering, testing and validat-
Data mining projects can be
shared between analysts
across different units and
“SAS Enterprise Miner and SAS Text Miner are worth their weight in gold. They’ve paid
• Robust variable selection
for themselves many times over by highlighting cost and quality issues, leading to and data modification tools.
valuable improvements at Louisville hospitals and worldwide.” Enriched data leads to better
modeling and more reliable
Dr. Patricia Cerrito results.
University of Louisville
6. Implement with ease and
predict with confidence
Integrated SAS® Enterprise statistical algorithms for finding patterns
■ Support and training Intelligence Platform and predicting outcomes. With an
SAS customers receive a full suite automated and intelligent method for
of technical support services at Like all SAS software, SAS’ powerful tuning predictive models, SAS Enterprise
no extra charge. In addition, our data mining solutions are based on the Miner selects the best model among
online Customer Support Center SAS Enterprise Intelligence Platform, many different types and complexities.
provides 24/7 access to a wealth which provides an integrated framework It focuses on building the least complex
of resources. Knowledge sharing for creating and sharing enterprise intelli- model with the most predictive power.
is available through seminars, gence—all managed from a single point An added advantage is the software’s
Webcasts and an expansive of control. The platform provides inte- ability to incorporate proprietary busi-
selection of training courses. grated components for data integration, ness scoring engines or in-house
intelligent storage, analytics and busi- developed score code under one
Consulting ness intelligence. A shared metadata umbrella platform, enabling organiza-
Also to support your analytical foundation across all SAS products and tions to better track and manage all
needs, SAS offers a variety of solutions ensures consistency of data, analytical models.
consulting services, including so everyone in your organization receives
discovery workshops, installation the same version of the truth. For those wishing to analyze unstruc-
and configuration services, data tured data or automate their credit
and text mining modeling ser- SAS® Enterprise Miner™ scoring processes, SAS offers two
vices and ongoing customer care. complimentary products that can be
Expert consultants are available SAS Enterprise Miner offers a powerful,
added on as nodes inside the SAS
to share their vast knowledge and complete data mining solution with
Enterprise Miner system: SAS Text
experience. For more information, unparalleled model development and
Miner and Credit Scoring for SAS
visit www.sas.com/consult/ deployment options, and extensive
usconsult/analyticalconsulting. integration opportunities into your data
warehouse and business decision-
■ Getting started guide making processes. It combines a rich SAS® Text Miner
Getting Started with SAS® suite of integrated data mining tools Integrating text-based information with
Enterprise Miner™ 5.3 introduces with ease of use, empowering users structured data enriches your predictive
you to SAS Enterprise Miner and to explore and exploit corporate data modeling capabilities and provides new
shows how to perform basic data for strategic business advantage. stores of insightful information for driving
mining tasks. You will learn how It streamlines the data mining process, your business and research initiatives
to use the GUI tools to create and enabling business analysts and data forward. Text mining supports a wide
manage process flow diagrams miners to create highly accurate predic- variety of applications, such as categoriz-
and projects and to export mining tive and descriptive models based on ing huge collections of call center data,
results for reporting and integra- analysis of vast amounts of data from Web text and blog analysis, finding pat-
tion with other SAS software. A across the enterprise. terns in customer feedback or employee
PDF version is free for customers, surveys, detecting emerging product
or the book can be purchased. SAS Enterprise Miner includes an issues, analyzing competitive intelligence
For more information, visit http:// extensive suite of data mining capabili- reports or patent databases, and classify-
support.sas.com/documentation/ ties, including decision trees, neural ing reports and company information by
onlinedoc/miner. networks, regression and clustering topic or business issue.
capabilities, heuristics and the latest
7. SAS Text Miner enables users to easily SAS Enterprise Miner for Desktop users and model-monitoring performance
discover and extract knowledge from can also enhance their capabilities with views. A thin Java client enables easy
text documents. This makes possible the optional add-on of SAS Text Miner for sharing of information and tasks across
the exploitation of time-critical informa- Desktop and/or the desktop Credit departments and ensures fast and fully
tion, such as warranty defect reports, Scoring for SAS Enterprise Miner node. documented movements of analytical
resulting in faster corrective actions and models through the life cycle.
potentially large savings. It also elimi-
nates the need for manual processing of
SAS® Scoring Accelerator
for Teradata Other SAS® analytic products
reports and customer feedback, result-
ing in additional savings as well as For customers working with a Teradata SAS provides a robust suite of
improving the quality of existing data database, we offer SAS Scoring advanced analytic products, many of
mining models. Accelerator for Teradata. This product which have been used for decades to
works in conjunction with SAS perform complex numerical calculations.
Enterprise Miner, translating and regis- Large government laboratories, leading
Credit Scoring for
tering SAS Enterprise Miner models, research institutions and competitive
SAS® Enterprise Miner™
which can now be deployed as business organizations in a wide variety
Banks, financial institutions and insurance Teradata-specific functions for execution of industries across the globe have cho-
companies develop and track credit of in-database scoring. Benefits include sen SAS for the breadth and depth of
scores based on rigorous data mining higher performance run times, faster our statistical offerings. With the addition
investigations. Credit Scoring for SAS analytical development, less data move- of SAS Model Manager, predictive mod-
Enterprise Miner enables banks and ment and reduced network overhead. els created with SAS code-based soft-
financial services organizations to inter- ware can be centrally managed to
nally develop, validate, implement and efficiently deploy insights and leverage
report on points-based credit scorecards
SAS® Model Manager
accumulated years of experience.
faster, cheaper and more flexibly than SAS Model Manager is designed for the
credit outsourcing alternatives. It provides selection, maintenance and continuous
in-house model development, integrated enhancement of predictive and descrip-
model monitoring and flexible model tive models for operational decision “SAS gives us a clearer view of the
deployment. making. It helps to organize and track
millions of customers who come to our
the tasks of model creation and devel-
opment, model verification, comparative Web sites every day… Now, faster than
Desktop for Windows versions
now available model performance benchmarking, and ever we can pass great deals to our
model deployment in a production envi- customers, and the net ROI to us
SAS empowers small independent con- ronment. It supports the process of
sultants as well as big business custom- is huge.”
tracking models through each stage of
ers with a data mining workbench that the analytical model life cycle by creating Dan Lynn
runs entirely within the confines of a and managing rich metadata on each Director of Strategy and Customer Insights,
Windows PC. SAS Enterprise Miner for model. In addition to project manage- Expedia
Desktop has the same interactive inter- ment and version control, it provides
face as the client/server version and is model comparison and profile reports
available as a standalone product for
those running in Windows workstation