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.
decision making. SAS data mining
• High customer attrition/churn. • 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:
• Data integration technologies
• Data preparation to fix errors, merge
for cleaning and organizing the
“Data mining is not a theoretical tables and reformat data as needed
for model creation.
exercise. It’s the process of mining rich • Premier enterprise business
• exploratory data analysis to discover
business data for golden opportunities. intelligence systems that convert
relationships and anomalies.
It delivers insights that pay off in the information hidden in your data
• variable transformation enrichment into knowledge of cause and effect
smarter business decisions.” and selection to help better focus the between parameters that impact
modeling process. today’s dynamic world... the relation-
• Model building using competitive ships and patterns that lead to proac-
Principal Analyst, Current Analysis
algorithms to search for a combina- tive decision making.
tion of data that reliably predicts the • Services and training that enable
outcome. you to quickly reap the benefits of
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 to platform for delivering better an-
predictive analytics bring value to all build 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 by new locations. • Increase response rates for
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: and churn.
sector use SAS data mining to
improve service and performance, • 96 of the top 100 companies on the • reduce fraud.
detect fraud and waste and detect 2006 Fortune Global 500 List.
• Detect criminal activities
criminal activities and patterns. • More than 40,000 business, govern- and patterns.
• Healthcare providers use SAS data ment and university sites rely on SAS.
mining to predict the effectiveness • Minimize credit risk.
• Organizations in 110 different coun-
of surgical procedures, medical tests tries use SAS. • Set pricing strategies in a
and medications, and to improve highly competitive market.
patient services. visit www.sas.com/success/index.html to
• Optimize sales revenue.
• Manufacturers use SAS data mining read how leading organizations around
to identify factors leading to reduced the world are using SAS to harness their • Improve quality control
quality and failures in production, as data and generate new insights for processes.
well as to optimize parts, service plan- 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 Derive new insights about your
AXA Equitable finds success data mining process that identifies customers and organization with
in SAS data mining trends, opportunities and threats SAS’ powerful predictive analytics
Build a holistic view of customers SAS provides GUI-driven, Java-based A superior data mining toolset provides
for analysis and effective client data mining products that support all of modern analytical algorithms, such as
management. the steps necessary to address busi- decision trees, neural networks, time
ness problems in a single, integrated series mining, regression and heuristics
Solution solution, as well as code-based prod- for quantitative analysts addressing ad-
SAS software provides model- ucts for legacy programmers who enjoy hoc issues as well as enterprise archi-
ing and statistical capabilities for full control of each syntax statement. tects who need to deploy model scoring
strategic cross-selling efforts. The GUI-driven products support the logic into decision support systems
integration of customized SAS code, potentially using a grid-supported,
Benefits enabling organizations to leverage leg- client-server architecture.
Significant increase in sales acy work and years of accumulated
without additional IT staff. experience. Spot trends and predict new
opportunities by adding text
Build more models faster with to the mix
easy-to-use interfaces and a unique
“SAS Enterprise Miner is so Analysis of information contained in cus-
tomer letters and call center notes can
scalable that it allows us to build
SAS data mining interfaces eliminate uncover actual motivating factors that
our models more efficiently. And the the need for manual coding and dra- result in customer dissatisfaction regard-
models are more predictive than matically shorten model development ing services or product desires. SAS
anything we had originally.” and maintenance time. Yet they are not Text Miner provides a full range of pre-
black box solutions. with SAS you can dictive modeling tools that can unearth
Melissa Corso add your own proprietary business sce- opportunities for discovering the what
vice President of Customer Analytics narios and embed custom SAS code and the why, all within the integrated
AXA equitable into your model flows. A text mining SAS environment.
interface reduces text mining time for
both business analysts and statisticians Surface business information
and makes it easy to drill down into tex- easily and share results through
tual documents to gain deeper insight. the unique model repository
Numerous integrated assessment
features enable you to compare results
of different SAS enterprise Miner
modeling techniques in both statistical
and business terms within a single,
easy-to-interpret framework. SAS
enterprise Miner projects support the
5. collaborative sharing of modeling cess for moving models from develop-
results among quantitative analysts. ment to the production environment is n SAS positioned in the
Models also can be imported into the very important. SAS Model Manager Leaders’ Quadrant for
SAS Model Manager repository for guides users through a repeatable pro- Customer Data Mining
sharing with scoring officers and cess for registering, testing and validat- SAS is positioned in the Lead-
ing models. Models can be monitored ers quadrant in Gartner Inc.’s
independent model validation testers.
during their deployment to capture Customer Data Mining 2007
model performance decay as early as Magic Quadrant. (Source:
Get faster results through an
possible and to trigger a model replace- Gartner, Inc., “Magic Quadrant
automated model scoring process
ment process. The proper management for Customer Data Mining,
Scoring is the process of applying a of champion and challenger models 2007” by Gareth Herschel,
model to new data and is the resulting enables a quick replacement of cham- May 4, 2007. ) According to the
action of many data mining endeavors. pion models in production, as well as Gartner report, “Leaders are
SAS enterprise Miner guides you informed decisions on when to recali- vendors whose performance
through the entire data mining process brate models stored in the repository. excels in the customer data
and produces complete scoring code mining market.”
for all stages of model development.
Leverage all your computing power
The scoring code can be deployed Hundreds of companies glob-
for faster, more accurate analyses
across your enterprise with SAS, on the ally, including 1-800-FLOw-
web or directly in relational databases. SAS delivers enterprise-class grid com- erS.COM, American Honda
The result is faster implementation of puting capabilities that enable SAS Motor Co., DIreCTv, The Dow
your data mining results. applications to automatically leverage Chemical Co., First Citizens
grid computing to run faster and take Bank, The Ford Motor Co.,
optimal advantage of computing Hartford Life, Loyalty Manage-
Reduce the time to create, manage
resources. Production models exported ment UK, Swisscom and The
and deploy models into production
from SAS Model Manager can be world wildlife Fund, use SAS
Model deployment is the final and most deployed via the SAS Data Integration data mining tools to support
important phase in which the rOI from Server high-performance scoring CrM initiatives.
the entire data mining process is real- engine. The scoring process can be
ized. errors and time delays in the scheduled and executed in grid using n Top-ranked data mining
deployment of models have a signifi- SAS Grid Manager. Intelligent Enterprise readers
cant impact on the rOI of predictive voted SAS as Best Data Mining
analytics, which is why a standard pro- Toolset vendor for the third
consecutive year (Source:
Intelligent Enterprise, January 1,
“SAS Enterprise Miner and SAS Text Miner are worth their weight in gold. They’ve paid 2007). value, reliability and
for themselves many times over by highlighting cost and quality issues, leading to broad applicability are the hall-
valuable improvements at Louisville hospitals and worldwide.” marks of the Intelligent enter-
prise readers’ Choice Awards,
Dr. Patricia Cerrito the annual pick of preferred
University of Louisville vendors.
6. Implement with ease and
predict with confidence
An integrated Enterprise statistical algorithms for finding patterns
n The SAS Difference Intelligence Platform and predicting outcomes. with an
• Data access, management automated and intelligent method for
and cleansing are seamlessly Like all SAS software, SAS’ powerful tuning predictive models, SAS enterprise
integrated with SAS data data mining solutions are based on the Miner selects the best model among
mining solutions making it SAS enterprise Intelligence Platform, many different types and complexities.
easier to prepare data for which provides an integrated framework It focuses on building the least complex
analysis. for creating and sharing enterprise intel- model with the most predictive power.
ligence—all managed from a single point An added advantage is the software’s
• Scalability. with multithreaded of control. The platform provides inte- ability to incorporate proprietary busi-
algorithms and support for grated components for data integration, ness scoring engines or in-house
multiprocessing and grid intelligent storage, analytics and busi- developed score code under one
computing, SAS reduces ness intelligence. A shared metadata umbrella platform, enabling organiza-
execution time and uses foundation across all SAS products and tions to better track and manage all
hardware resources most solutions ensures consistency of data, analytical models.
efficiently. so everyone in your organization receives
• The most powerful predictive the same version of the truth. For those wishing to analyze unstruc-
analytics available. Smart tured data or automate their credit
defaults allow business users to SAS® Enterprise Miner™ scoring processes, SAS offers two
produce models quickly, while complimentary products that can be
SAS enterprise Miner offers a powerful,
advanced statisticians have the added on as nodes inside the SAS
complete data mining solution with
option to tweak details and enterprise Miner system: SAS Text
unparalleled model development and
embed their own algorithms Miner and SAS Credit Scoring for
deployment options, and extensive
into their model flows. SAS enterprise Miner.
integration opportunities into your data
• Zero-footprint client and warehouse and business decision-
collaborative access to data making processes. It combines a rich SAS® Text Miner
mining projects. The Java suite of integrated data mining tools Integrating text-based information with
client interface enables fast with ease of use, empowering users structured data enriches your predictive
and maintenance-free dis- to explore and exploit corporate data modeling capabilities and provides new
tribution of the SAS data for strategic business advantage. stores of insightful information for driving
mining solution throughout It streamlines the data mining process, your business and research initiatives
large organizations. Data enabling business analysts and data forward. Text mining supports a wide
mining projects can be shared miners to create highly accurate predic- variety of applications, such as categoriz-
between analysts across tive and descriptive models based on ing huge collections of call center data,
different units and regions. analysis of vast amounts of data from web text and blog analysis, finding pat-
• Robust variable selection across the enterprise. terns in customer feedback or employee
and data modification tools. surveys, detecting emerging product
Improved data leads to better SAS enterprise Miner includes an issues, analyzing competitive intelligence
modeling and more reliable extensive suite of data mining capabili- reports or patent databases, and classify-
results. ties, including decision trees, neural ing reports and company information by
networks, regression and clustering topic or business issue.
capabilities, heuristics and the latest
7. SAS Text Miner enables users to easily
SAS® Model Manager
discover and extract knowledge from n Services and Training
text documents. This makes possible SAS Model Manager is a new product SAS offers a free web-based
the exploitation of time-critical informa- designed for the selection, mainte- data mining tutorial that has been
tion, such as warranty defect reports, nance and continuous enhancement popular with those who want to
resulting in faster corrective actions and of predictive and descriptive models for quickly become familiar with the
potentially large savings. It also elimi- operational decision making. It helps to SAS enterprise Miner interface.
nates the need for manual processing of organize and track the tasks of model For more information, visit
reports and customer feedback, result- creation and development, model verifi- www.sas.com/apps/elearning/
ing in additional savings as well as cation, comparative model performance elearning_details.
improving the quality of existing data benchmarking, and model deployment
mining models. in a production environment. It sup- SAS customers receive a full suite
ports the process of tracking models of technical support services
through each stage of the analytical at no extra charge. In addition,
Credit Scoring for
model life cycle by creating and manag- our online Customer Support
SAS® Enterprise Miner
ing rich metadata on each model. In Center provides 24/7 access to a
Banks, financial institutions and insurance addition to project management and wealth of resources. Knowledge
companies develop and track credit version control capabilities, it provides sharing is continuously available
scores based on rigorous data mining model comparison and profile reports through seminars, webcasts and
investigations. SAS Credit Scoring for and model-monitoring performance an expansive selection of training
enterprise Miner enables banks and views. A thin Java client enables easy courses.
financial services organizations to inter- sharing of information and tasks across
nally develop, validate, implement and departments and ensures fast and fully Also to support your analytical
report on “points based” credit score- documented movements of analytical needs, SAS offers a variety of
cards faster, cheaper and more flexibly models through the life cycle. consulting services, including
than credit outsourcing alternatives. It discovery workshops, installation
provides in-house model development, and configuration services, data
Other SAS® analytic products
integrated model monitoring and flexible and text mining modeling servic-
model deployment. SAS provides a robust suite of es and ongoing customer care.
advanced analytic products, many of expert consultants are available
which have been used for decades to to share their vast knowledge
SAS® Enterprise Miner™ Desktop
perform complex numerical calculations. and experience to help you use
Large government laboratories, leading proven approaches to formulating
SAS empowers both the big business research institutions and competitive certain business problems.
customers as well as the small indepen- business organizations in a wide variety
dent consultant with a data mining of industries across the globe have cho- For more information, visit
workbench that runs entirely within the sen SAS for the breadth and depth of www.sas.com/consult/usconsult/
confines of a windows PC. The same our statistical offerings. with the addition analyticalofferings.pdf
interactive interface of SAS’ client-server of SAS Model Manager, predictive mod-
product is available on a single DvD that els created with SAS code-based soft- .
is easily installed. ware can be centrally managed to
efficiently deploy insights and leverage
accumulated years of experience.