Analytics Education in the era of Big Data


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Review of Analytics and Data Mining Education in the era of Big Data

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  • Boris Evelson, Forrester also adds 4th V – Variability (meaning not constant)
  • Churn: bestalgorithms for predicting churn have lift of 5-7 – 5-7 times better than random. Behavioral advertising: 2-3% CTR – 10 times better than random
  • Analytics Education in the era of Big Data

    1. 1. Analytics Educationin the Era of Big Data Gregory Piatetsky KDnuggets © KDnuggets 2013 1
    2. 2. Outline• Analytics, Data Mining, Data Science - What do we call it?• Big Data Trends• Jobs and Skills• Analytics Education overview © KDnuggets 2013 2
    3. 3. What do we call it? Buzzwords and Trends Useful for Marketing“Analytics” has staying power (c) KDnuggets 2013 3
    4. 4. What do we call it?• Statistics Same Core Idea:• Data mining Finding Useful• Knowledge Discovery in Data (KDD) Patterns in Data• Predictive Analytics• Business Analytics• Data Science Different• Data Analytics Emphasis• …? © KDnuggets 2013 4
    5. 5. Pre-history (1900-2000): Statistics statistics is the biggest term in 20th century, Analytics is used increasingly thru 20th century data mining appears in late 1990s From Google Ngram viewer – English language books Search case sensitive – used most popular spelling. © KDnuggets 2012 5
    6. 6. 20th Century Analytics vs Data Mining data mining Data Mining Analytics analytics?? Google N-grams search is case sensitive; Note: “data mining” > “Data Mining” usage While “analytics” < “Analytics” © KDnuggets 2012 6
    7. 7. Recent History: 1980-2008 data mining Analytics analytics Knowledge Discovery“analytics” has been used since 1900, but started to rise in 2005“data mining” surges around 1995 (soon after first KDD conference) but slowlydeclines after 2003 (TIA controversy, associated with Govt invasion of privacy).“Knowledge Discovery” appears in 1989, rises in 1996, and plateaus in 2000(Google N-grams, smoothing =1) © KDnuggets 2012 7
    8. 8. Google Trends:After 2006, Analytics > Data Mining Global – all regions (c) KDnuggets 2012 8
    9. 9. >50% of “Analytics” searches are for “Google Analytics”Google Analytics introduced,Dec 2005 (c) KDnuggets 2012 9
    10. 10. Google Trends observations (as of Jan 2013) Decline in analytics in 2012?data mining: 16 analytics -google: 54 Competing on Analytics book, Tom Davenport, Apr 2007 Vacation drops (c) KDnuggets 2013
    11. 11. Global View: searches fordata mining, analytics -google Google Trends (c) KDnuggets 2013 11
    12. 12. Google Trends: USA, 2012 For “analytics – google –web –adsense” © KDnuggets 2013 12
    13. 13. Google Trends:USA, Regional Interest © KDnuggets 2013 13
    14. 14. Google Trends:USA, Analytics-related terms © KDnuggets 2013 14
    15. 15. Analytics:Business > Data> Predictive > Text Google Insights, Jan 2007- Sep 2012, Global (c) KDnuggets 2012 15
    16. 16. Big Data > Data Mining >* Analytics > Data Science “Big Data” Surge Google Trends search, Jan 2007- Dec 2012, USA (c) KDnuggets 2013 16
    17. 17. Big Data Trends (c) KDnuggets 2013 17
    18. 18. 3 Vs of Big Data• Volume – Gigabytes to Terabytes to Petabytes …• Velocity – online streaming• Variety – numbers, text, links, images, audio, video, … (c) KDnuggets 2013 18
    19. 19. Volume + Velocity => No consistency• CAP Theorem (Eric Brewer, 2000) For highly scalable distributed systems, you can only have two of following: – 1) consistency, – 2) high availability, and – 3) (network) partition tolerance (network failure tolerance) theorem Implication: Big data solutions must stop worrying about consistency if they want high availability (c) KDnuggets 2013 19
    20. 20. Big Data• 2nd Industrial Revolution• Do old activities better• Create new activities/businesses (c) KDnuggets 2013 20
    21. 21. Doing Old Things Better“Classical” Analytics Application areas – Churn prediction – Direct marketing/Customer modeling – Recommendations – Fraud detection – Security/Intelligence –…• Competition will level companies (c) KDnuggets 2013 21
    22. 22. Limit to Predicting Human Behavior?• There is randomness in human behavior and once we find first-level effects, there are diminishing returns in prediction on individual level• Many examples: Netflix Prize, Customer modeling…Gregory Piatetsky-Shapiro, Big Data Hype and Reality, Harvard Business Review blog, Oct 2012 (c) KDnuggets 2013 22
    23. 23. Netflix Prize ProgressThe most advanced algorithms were only a few percentages better than basic algorithms © KDnuggets 2013 23
    24. 24. Many Customer Modeling Tasks have Similar Lift Actual lift(T) Est. lift(T) Lift(T) ~ T -0.5 = sqrt (1/T) 14 12 See G. Piatetsky-Shapiro, 10 B. Masand, Estimating 8 Campaign Benefits andLift 6 Modeling Lift, 4 Proceedings of KDD-99 2 Conference 0 0 5 10 15 20 25 100*T% © KDnuggets 2013 24
    25. 25. Big Data Bubble? Gartner VP says Big Data is Falling into the Trough of Disillusionment, Jan 2013 Big Data Gartner Hype Cycle 25 © 2013 KDnuggets
    26. 26. Big Data Enables New Things !– Google – first big success of big data– Social networks (Facebook, Twitter, LinkedIn, …) success depends on network size, i.e. big data– Location analytics– Health-care • Personalized medicine– Semantics and AI ? • Imagine IBM Watson, Siri in 2020 ?– Beware of Loss of privacy (c) KDnuggets 2012 26
    27. 27. Largest Dataset Analyzed? Big Data Miners – elite group 2012 median dataset size ~20-40 GB, vs 10-20 GB in © KDnuggets 2012 27
    28. 28. Digital Universe in 2020 40,000 exabytes by 2020 1 Exabyte = 1018 bytes = 1,000,000 TB Source : IDC Study The Digital Universe in 2020 © KDnuggets 2013 28
    29. 29. Where in the World is Big Data? Most of Big Data is outside the US © KDnuggets 2012 29
    30. 30. Opportunities for Big Data• Social networks• Surveillance video• Embedded and medical devices – M2M data, logs• Entertainment and social media• Consumer images – image recognition, labeling, … © KDnuggets 2012 30
    31. 31. Where did you apply Analytics/Data Mining? Avg. Number of Industries 2.6 Most Popular: - CRM/Consumer analytics - Health care/ HR, - Retail - Banking - Education Highest growth in: 1. Advertising, 89.0% 2. Search / Web content mining, 55.1% 3. Retail, 40.6% 4. Other, 36.9% 5. Manufacturing, © KDnuggets 2013 31
    32. 32. Untapped Big Data Gap Big limitation is lack of Analytic Talent © KDnuggets 2013 32
    33. 33. JOBS AND SKILLS (c) KDnuggets 2011 33
    34. 34. Shortage of Skills• McKinsey: shortage by 2018 in the US of – 140-190,000 people with deep analytical skills – 1.5 M managers/analysts with the know-how to use the analysis of big data to make effective decisions. Source: (c) KDnuggets 2012 34
    35. 35. fastest growing jobsTop 10 skills:• HTML5 Hadoop• MongoDB• iOS• Android MongoDB• Mobile app• Puppet• Hadoop• jQuery• PaaS• Social Media © KDnuggets 2012 35
    36. 36. “Big Data” grows faster than MongoDB Big Data Hadoop MongoDB © KDnuggets 2012 36
    37. 37. Data Mining >> Hadoop (c) KDnuggets 2013 37
    38. 38. Demand for Data Scientists surging “Data Scientist” Fastest growing term on 1% of jobs in 2010 4% of jobs in 2011 19% of jobs in 2012 Data Scientist – sexiest job of the 21st Century (???) say Thomas H. Davenport and D.J. Patil, (HBR, Oct 2012) © KDnuggets 2013 38
    39. 39. What is a Data ScientistMy definition: A combination of MBA, a Statistician, and a Hacker Drew Conway: m/zia/?p=2378 © KDnuggets 2013 39
    40. 40. Rebranding from“Data Mining” to “Big Data” Data Mining Big Data Data Scientist “Data mining” jobs are much more common, but “Big Data” jobs are surging much faster than “Data Scientist” (c) KDnuggets 2011 40
    41. 41. LinkedIn Analytics/Data Mining Skills “Ground” analytics skills most common “Cloud” analytics skills grow fastest Text Analytics skills less common Sentiment Analysis – fastest growing (c) KDnuggets 2012 41
    42. 42. Analytics Education © KDnuggets 2013 42
    43. 43. Analytics Education: USA/CanadaUS: Northeast | US: South | US: Midwest | US: West | Canada Northeast• Connecticut: Central Connecticut State University (CCSU), exploring cutting-edge data mining techniques and Applications. New Britain, CT.• U. Conn. MS in Business Analytics and Project Management, designed to meet the growing demand for professionals who can harness advanced business analytics and project management skills. Hartford, CT.• Maryland: U. of Maryland MS in Business for Marketing Analytics, will help you learn how to harness and process massive amounts of data to help design products, predict the effects of marketing campaigns, and better understand your customers. Fall 2013. College Park, MD.• Massachusetts: Bentley Master of Science in Marketing Analytics, teaches students how to become more engaged with consumers, how to design and deliver robust statistical analysis, and how to effectively communicate the resulting insights. Waltham, MA.• Harvard Masters of Science in Computational Science and Engineering, including a major focus on machine learning and analyzing and visualizing very large data sets. Cambridge, MA.• New Jersey: Rutgers Master of Business and Science (MBS) in Analytics, prepares students for data-driven decision making; brings together fields of data management, statistics, machine learning and computation. New Brunswick, NJ.• Stevens Institute of Technology Master of Science - Business Intelligence & Analytics, Hoboken, NJ.• New York: Columbia MS in Computer Science, concentration in Machine Learning, New York, NY.• NYU Master of Science in Business Analytics, starting May 2013, New York, NY.• NYU MBA with specialization in Business Analytics, New York, NY.• ….Full list at © KDnuggets 2013
    44. 44. Analytics Education: Online• Big Data University, offering online classes on Hadoop and DB2.• Caltech Learning from Data course, free, broadcast online Apr-May 2012.• CMU Open Learning Initiative, including on-line courses in statistics, math & logic.• Coursera, offering online classes from Stanford and other top universities. Check especially Statistics, Data Analysis, and Scientific Computing courses.• Data Mining Tools Tutorials, covering Data Mining, Probability, Weka, R, and numerous commercial data mining tools.• EMC Data Science and Big Data Analytics open course.• LearnAnalytics India, delivering SAS and Advanced Analytics trainings online and offline.• Northwestern University Online Master of Science in Predictive Analytics, skills for leadership in a growing Field.• Oxford Advanced Diploma in Data and Systems Analysis, a one-year online course.• Stanford Center for Professional Education, offers certificate programs for managers and professionals in Data Mining and Applications and many related areas.•, offering on-line short courses in statistics and data mining.• UCI: U. of California, Irvine Extension, Predictive Analytics Certificate Program, a comprehensive online program.• UC San Diego Data Mining Courses, part of Data Analysis study area.• Udacity, online university founded by David Evans and Sebastian Thrun.• Video lectures from conferences, workshops and the scientific lectures in the areas of machine learning, data and text mining, and semantic web.Full list at © KDnuggets 2013 44
    45. 45. Analytics Certificates• Business Analytics Certificates from BeyeUniversity, sponsored by Sybase.• Business Analytics Certificate from, become your companys expert on forecasting, customer segmentation, consumer behavior, and risk analysis.• Central Michigan University Graduate certificate in Data Mining, with SAS. Mount Pleasant, MI, USA• Data Mining Certificate from, master the secrets of teasing powerful information from large data sets to predict customer behavior, identify likely high value customers, visualize high dimensional data, and convert text to minable data.• EMC Data Science and Big Data Analytics open curriculum-based Education and Certification.• Indiana U. Kelley School of Business Business Analytics Certificate Program, Bloomington, IN, USA.• INFORMS Analytics Certification, coming April 2013.• NJIT (New Jersey Institute of Technology) The Graduate Certificate in Data Mining, online and in class.• Nova Southeastern University Graduate Certificate In Business Intelligence / Analytics, Fort Lauderdale, FL.• Stanford Center for Professional Education, offers certificate programs for managers and professionals in Data Mining and Applications and Quantitative Methods in Finance and Risk Management.• Institute for Statistics Education, offers certificates in Data Analytics, Biostatistics, Social Science, and Using R.• UCI: U. of California, Irvine Extension, Predictive Analytics Certificate Program, a comprehensive online program.• UCSD Data Mining certificate program, San Diego, CA.• University of Delaware Certificate in Analytics: Optimizing Big Data, Newark, DE, USA.• U. of Washington Certificate in Data Science, Seattle, WA, USA.• SAS Certificate ProgramsFull list © KDnuggets 2013 45
    46. 46. Analytics Education by Doing• Competitions – learn by doing – Kaggle and more• Kaggle beginner competitions• Kaggle in class : free to Instructors from any course dealing with data analysis © KDnuggets 2013 46
    47. 47. Online Education – Free CoursesData Science pseudo degree from• Lower-Division Courses – Data Science 101 – Statistics One – Data Science 102 – Computing for Data Analysis (R) – Data Science 103 – Data Analysis – Data Science 104 – Introduction to Data Science• Upper-Division Courses – Data Science 201 – Machine Learning I – Data Science 202 – Machine Learning II – Data Science 203 – Neural Networks for Machine Learning• Graduate Courses – Data Science 301 – Learning from Data (Caltech course CS101) – Data Science 302 – Machine Learning III (MIT course 6.867) © KDnuggets 2013 47
    48. 48. Analytics Education: Practical Knowledge > Degree PrestigePaco Nathan - School prestige matters some to hiring managers. Several top schools are known to have excellent programs and track records: Stanford, CMU, U Washington, UC Berkeley, Harvard, Johns Hopkins, etc. However, keep in mind that that list is not entirely representative. For example, there are nearly a dozen relevant programs at Stanford, which has produced Google, Yahoo, etc., while the list only mentions one program.More to the point, about half of my peers in this field have backgrounds in Physics or physical science/physical engineering -- and I tend to hire from those programs more so than from CS programs, because the grad students tend to have both the math/stats depth plus practice with real-world frameworks like R, Matlab, etc. Having a really solid background in applying statistics at scale, some knack for data visualization, plus good programming chops -- those skills will trump a PhD in Machine Learning. 2013423.S.203868026?view=&srchtype=discussedNews&gid=2013423&item=203 868026&type=member&trk=eml-anet_dig-b_pd-ttl-cn&ut=2Xc36Ur0k0zBA1 © KDnuggets 2013 48
    49. 49. Analytics Education Boom2012 was a peak year for starting Analytics Degree Programs in the US © KDnuggets 2013 49
    50. 50. Questions?Analytics Education to KDnuggets News email at• Follow @kdnuggets on Twitter• Email to © KDnuggets 2013 50