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TIBCO Spotfire: Data Science in the Enterprise

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From Data to Insights in Internet Time
Eric Novik, Internal Analytics Group, TIBCO Spotfire
ANALYTICS AND VISUALIZATION FOR THE FINANCIAL ENTERPRISE CONFERENCE
June 25, 2013 The Langham Hotel Boston, MA

Published in: Business, Technology
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TIBCO Spotfire: Data Science in the Enterprise

  1. 1. From Data to InsightsinInternet TimeDataScienceintheEnterpriseEric NovikIndustryAnalyticsGroupTIBCOSpotfire
  2. 2. 21st CENTURY PLATFORMRV, EMS, FTLActiveMatrixBPMMDMBusinessEventsActiveSpacesLogLogicIn-MemorySpotfireVisual AnalyticsData DiscoveryStatisticsSilver FabricPrivate CloudPublic CloudSAAS AppstibbrSocial MediaCollaboration
  3. 3. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Are Your Models Behaving Badly?
  4. 4. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.DataMashupsExploratoryData AnalysisFeaturesSpotfireDashboardsModel &PredictDeployChampionModelTest &LearnSalesLoyaltySocialMediaBehaviorFilterMapMergeShapeSocialNetworkMembersImproveGuided -------- Deploy -------- In-LineExplore DataAggregatePrepare DataBusiness CaseIncreaseProductivityGrowRevenueEnsembleForestRegressionAdditiveModelsTransactionVisualizeGeoLocationServiceChallengerModelsAt RestIn MotionValueThesesReduceRiskROITransactionDashboardUpdatesData Science 2.0: Guided and In-Line Analytics
  5. 5. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.TimeThe TIBCO Spotfire Experience Reduces LatencyBusinessValueBusiness EventData Ready for AnalysisAnalysis CompletedDecision Made$$$$$$$$$$ Action TakenTIBCO SpotfireAnalyticsSpeeds Actionand IncreasesBusiness Value
  6. 6. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Data a Information a Knowledge a WisdomSingle BI PlatformTraditional BI and DiscoveryDesignData ModelsSource The DataBuild ReportsBusiness UsersJoe Data-ModelerCRM ERP FinancialsETLOLAPCubeRequestsData WarehouseIterate the Loop
  7. 7. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Business AnalystsJoe Data-ModelerOLAPCubeBI PlatformGuided, Self-Service AnalyticsDesignData ModelsSource The DataCRM ERP FinancialsETLData WarehouseThe Spotfire Experience: Guided, Self-Service AnalyticsSpotfire 5.xIn-Database AnalyticsIn-Memory AnalyticsHybrid On-demand AnalyticsData VirtualizationTIBCO Enterprise Runtime for R
  8. 8. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Dynamic Visual Analytics: Data and Models
  9. 9. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.My Kind of Pie Chart….
  10. 10. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.“Numerical quantities focus on expected values,graphical summaries on unexpected values.”- John Tukey, Exploratory Data Analysis, 1977.Visual Analytics
  11. 11. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Visualizing Risk
  12. 12. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Visualizing Risk
  13. 13. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Visualizing Risk
  14. 14. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Visualizing Correlations and Linear Models
  15. 15. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Visualizing Correlations and Linear Models
  16. 16. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Customer Acquisition/Retention► Understand transactions and attractiveproducts for individual investors► Identify prospects through data-mashupsof in-house and industry sources► Understand client dissatisfaction#1. Business and Customer InsightCustomer Growth► Identify persuadable customers forcross-sell / up-sell programs► Drive campaign efficiencies► Discover sensitivities of acceptance todemographics and behavior► Test and learn marketing and loyaltyBusiness leaders and marketing groups need insight in to prospects andcustomer behavior and to identify “persuadables” for growing the business
  17. 17. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Customer Life CycleCross-sell / Up-sellSentiment & IntentAnalyticsSales Force DetailingOptimizationTest & LearnMarket Mix AnalyticsPrice ElasticityCampaignEffectivenessAttrition & SocialChurnCustomerAcquisitionCustomerRetentionRelationshipGrowthCustomerLifecycle
  18. 18. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Customer Growth & Cross-Sell• Response• Acceptance of product (wealthmanagement services, credit card)• Analysis Unit• Customer• Features• Bank transactions: ATM, checking; deposit,withdrawal, balance, …• Demographics: sex, age, profession,nationality• Model• Classification trees• Association & machine learning• Value• Customers * Value * Conversion
  19. 19. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Citibank saw a 21% increase incustomer spend, and shortenedtime-to-market for new campaignsby 92% after implementing TIBCOSpotfire cross-sell programsCitibank Asiahttp://www.tibco.com/customers/#citibank-asia
  20. 20. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Citibank COP: Delivered Business FunctionalityCOP360 DegreeCustomer ViewDWHACWSAFEWSCBOLECCMGRBECSOracleMasterdatadownloadMasterdata uploadOfferpaletteService Request &Offer FeedbacksAddrchangeStatusChangesOfferresponseFinancial &Non-financialtransactionCampaignDefinition, OfferRequest &FeedbacksCustomer Citibank Phone Officer (CPO)DM Staff MembersCTIOfferpaletteOffersFilesCampaignMaster &Offer ListBusiness RulesDefinitionsKPIs, PerformanceMetrics, CampaignFeedbacksCampaignDefinitions &Offer listStatusChangesOfferRequest &FeedbacksOffer Request &FeedbacksOfferresponseOfferresponseOfferresponseOfferrequestLoginInternet offersCampaignDefinition,Limited Masterdata uploadFMSOfferFeedbacksCampaignDefinition,OfferFeedbackFulfillmentinfo Intelligent Customer/Scenario DialogueReal-time synchronization of customer contact / touch-points (inbound and outbound) Dynamic Offer ManagementReal-time (re) scoringReal-time offer eligibility and prioritization Conversion Tracking and AnalysisReal-time dash boarding / tracking Dynamic Channel Synchronization and ManagementInfrastructure to address time-sensitive offers (e.g.. real-time cross-offers on SMS basedon card transactions at specific locations) Sales Process TrackingClose-loop tracking of intermediate fulfillment processes On-Board Measures, Statistics and VisibilityReliability, Availability, ScalabilityHot – Dynamic Configuration
  21. 21. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.BMO saw a 15% increase incustomer spend on other productsafter implementing TIBCO Spotfirecross-sell programs.Bank of Montreal
  22. 22. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.BEDiscover patternin data…Build predictivestatistical modelDepositscorrelate withopening wealthaccount insomedemographicsPredict newwealth mgtcustomer fromaccounttransfers anddemographicsExport optimalrules/thresholdsand deploy with BEMake predictionsand act on themat every customerinteractionMeasurecampaignsuccessBusiness Analyst Data ScientistManager5-10% increase inwealth accountconversion rateMale 28-42;median deposit; $transfers;then extend offerRefine/ExtendExtend selective offersto open new wealthaccount based on real-time predictions ofpropensity to acceptoffer at time of eventse.g. transfer/depositAnalystEvent CloudTeradata OracleBPMTibbrAnalytics-to-Action: Cross-Sell / Up-SellTERR
  23. 23. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Customer Insight: Social Media & Sentiment Analytics• Response• Customer sentiment / intent• Analysis Unit• Tweets• Features• Favorability• Recommendation• Influencers / Followers• Models• tm, twitteR, wordcloud• Value• Attribution : contribution of channel• Optimization : scenario planning• Allocation : media mix
  24. 24. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Sentiment and Social Media Analytics
  25. 25. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Influencers and Followers
  26. 26. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Business Insights: Procter and Gamble Business SphereSource: McKinsey Quarterly, Nov 2011
  27. 27. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Business, Customer and Consumer Insights• Analyses• Business Insights• Customer Insights• Consumer Insights• Analysis Unit• Product * Market• Customer behavior• Features• Product/channel attributes• Promotions, pricing• Value• Focus on product * market combinations• Identify managers / attributes with issues
  28. 28. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Enterprise Risk Aggregation► Aggregated view of multiple risk positions bygeography, product, …► Assess loss given default for products andcounterparties#2. Risk ManagementCredit and Counterparty Risk► Handle unexpected changes in markets withrapid rebalancing► Incorporate predictive analytics e.g. stresstests, economic capital► Collaborate between traders and managersOperational Risk► Track desk in near real time► Identify violations, patterns, rule-brushingtradersRisk managers need interactive and aggregate views on risk; and abilityto visualize complex risk analyses with managementMarket Risk► Mark to market, VaR, scenario and sensitivityanalysis► Interest rate and FX-risk► Collaborate across organization for rapidresponse to market conditions
  29. 29. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Royal Bank of Scotland
  30. 30. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Royal Bank of Scotland
  31. 31. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Equity Trading► Analyze price / volume across holdings withdrill down into individual securities► Calculate statistical and technical indicators,benchmark comparisons► Incorporate indicators and financial data e.g.Bloomberg, Thomson, FactSet► Collaborate across trading teams#3. Trading AnalyticsFixed Income Analysis► Identify unknowns: bond prices, interest,durations, convexity and yield► Compare fixed income instruments witheconomic indicators► Incorporate statistical methods applied tonew and existing instrumentsTrade Fraud and Compliance► Track desk in near real time► Identify violations, patterns, rule-brushingtradersTraders need rapid and comprehensive view of risk and sensitivities
  32. 32. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Portfolio Optimization► Analyze risk-return sensitivities► Efficient frontier statistics► Drill to efficient portfolios of interest,incorporating predictive analytics► Rebalance on –demand#4. Portfolio ManagementPerformance and Attribution► Dimension-free exploration of assets acrosstime► Real-time analysis and review of fundstrategies impact on performance► Rapid transaction reconciliation withexceptions analysis► Integrate with CRM data for customer insightManagers require multiple assets and funds in single view; need to provevalue and comply with new regulationsRegulation Compliance► Comply with new regulations that requirethorough understanding of trading acrossassets and liabilities
  33. 33. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Anti-Money Laundering► Identify / trace unknown and suspecttransactions across context e.g. business linesand geographies► Set thresholds, define segments and automatealert scoring► Comply with OCC guidelines#5. Fraud and ComplianceCredit Card Fraud► Identify fraudulent transactions by vendor,location► Highlight patterns, context and identify rootcauseTrade Fraud and Compliance► Track desk in near real time► Identify violations, patterns, rule-brushingtradersRegulators expect banks to have powerful and robust analytics forcompliance and Anti Money Laundering (AML)
  34. 34. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.TERR, Open Source R
  35. 35. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Sources:NY Times : “The Age of Big Data” (Feb 11)NY Times: “How Companies Learn Your Secrets” (Feb 16)TIBCO Enterprise Runtime for R (TERR)• TIBCO owns the S language and have built an R engine• TIBCO engineers created and support S+• TIBCO engineers have created the world’s only commercial Rengine: TIBCO Enterprise Runtime for R (TERR)• TERR built from ground up in C++• Faster than R; better memory management• Optimization for known deficiencies in R constructs (e.g. looping)• Clean room: no code from R• MKL, lapack, linpack, eispack inside• Licensing• IP owned, supported and maintained product• Scalable, embeddable, redistributable• TERR is now inside Spotfire and TIBCO Products• Spotfire Professional• Spotfire Statistics Services• TIBCO Business Events, TIBCO Grid ServerEngine PoolService dbaseSpotfireStatisticsServicesTERRSAS® MATLAB®C#JavaTERR
  36. 36. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Speed ComparisonModel Fitting: 5 Million Rows Model Scoring: 20 Million RowsTERR
  37. 37. AUDIO & VIDEO IMAGES TEXT WEB & SOCIAL MACHINE LOGS CRM SCM ERP
  38. 38. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Data VizChallenge
  39. 39. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.People Who Write Longer Emails Earn Higher Salaries!
  40. 40. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Average Email SizeSalaryx10,000
  41. 41. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Average Email SizeSalaryx10,000
  42. 42. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Salaryx10,000StaffSeniorManagers
  43. 43. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.Thank You!EricNovikSpotfire IndustryAnalyticsGroupTwitter:@ericnovikenovik@tibco.com ::www.ericnovik.com

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