TIBCO Spotfire: Data Science in the Enterprise

1. From Data to Insights inInternet Time DataScienceintheEnterprise Eric Novik IndustryAnalyticsGroup TIBCOSpotfire

2. 21st CENTURY PLATFORM RV, EMS, FTL ActiveMatrix BPM MDM BusinessEvents ActiveSpaces LogLogic In-Memory Spotfire Visual Analytics Data Discovery Statistics Silver Fabric Private Cloud Public Cloud SAAS Apps tibbr Social Media Collaboration

4. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Data Mashups Exploratory Data Analysis Features Spotfire Dashboards Model & Predict Deploy Champion Model Test & Learn Sales Loyalty Social Media Behavior Filter Map Merge Shape Social Network Members ImproveGuided -------- Deploy -------- In-LineExplore Data Aggregate Prepare DataBusiness Case Increase Productivity Grow Revenue Ensemble Forest Regression Additive Models Transaction Visualize Geo Location Service Challenger Models At Rest In Motion Value Theses Reduce Risk ROI Transaction Dashboard Updates Data Science 2.0: Guided and In-Line Analytics

5. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Time The TIBCO Spotfire Experience Reduces Latency Business Value Business Event Data Ready for Analysis Analysis Completed Decision Made $$$$ $$$ $$ $ Action Taken TIBCO Spotfire Analytics Speeds Action and Increases Business Value

6. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Data a Information a Knowledge a Wisdom Single BI Platform Traditional BI and Discovery Design Data Models Source The Data Build Reports Business UsersJoe Data-Modeler CRM ERP Financials ETL OLAP Cube Requests Data Warehouse Iterate the Loop

7. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Business AnalystsJoe Data-Modeler OLAP Cube BI Platform Guided, Self-Service Analytics Design Data Models Source The Data CRM ERP Financials ETL Data Warehouse The Spotfire Experience: Guided, Self-Service Analytics Spotfire 5.x In-Database Analytics In-Memory Analytics Hybrid On-demand Analytics Data Virtualization TIBCO Enterprise Runtime for R

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

16. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Customer Acquisition/Retention ► Understand transactions and attractive products for individual investors ► Identify prospects through data-mashups of in-house and industry sources ► Understand client dissatisfaction #1. Business and Customer Insight Customer Growth ► Identify persuadable customers for cross-sell / up-sell programs ► Drive campaign efficiencies ► Discover sensitivities of acceptance to demographics and behavior ► Test and learn marketing and loyalty Business leaders and marketing groups need insight in to prospects and customer behavior and to identify “persuadables” for growing the business

17. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Customer Life Cycle Cross-sell / Up-sell Sentiment & Intent Analytics Sales Force Detailing Optimization Test & Learn Market Mix Analytics Price Elasticity Campaign Effectiveness Attrition & Social Churn Customer Acquisition Customer Retention Relationship Growth Customer Lifecycle

18. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Customer Growth & Cross-Sell • Response • Acceptance of product (wealth management 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. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Citibank saw a 21% increase in customer spend, and shortened time-to-market for new campaigns by 92% after implementing TIBCO Spotfire cross-sell programs Citibank Asia http://www.tibco.com/customers/#citibank-asia

20. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Citibank COP: Delivered Business Functionality COP 360 Degree Customer View DWH ACWS AFEWS CBOL ECCM GRB ECS Oracle Master data download Master data upload Offer palette Service Request & Offer Feedbacks Addr change Status Changes Offer response Financial & Non-financial transaction Campaign Definition, Offer Request & Feedbacks Customer Citibank Phone Officer (CPO) DM Staff Members CTI Offer palette Offers Files Campaign Master & Offer List Business Rules Definitions KPIs, Performance Metrics, Campaign Feedbacks Campaign Definitions & Offer list Status Changes Offer Request & Feedbacks Offer Request & Feedbacks Offer response Offer response Offer response Offer request Login Internet offers Campaign Definition, Limited Master data upload FMS Offer Feedbacks Campaign Definition, Offer Feedback Fulfillment info  Intelligent Customer/Scenario Dialogue Real-time synchronization of customer contact / touch-points (inbound and outbound)  Dynamic Offer Management Real-time (re) scoring Real-time offer eligibility and prioritization  Conversion Tracking and Analysis Real-time dash boarding / tracking  Dynamic Channel Synchronization and Management Infrastructure to address time-sensitive offers (e.g.. real-time cross-offers on SMS based on card transactions at specific locations)  Sales Process Tracking Close-loop tracking of intermediate fulfillment processes  On-Board Measures, Statistics and Visibility Reliability, Availability, Scalability Hot – Dynamic Configuration

21. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. BMO saw a 15% increase in customer spend on other products after implementing TIBCO Spotfire cross-sell programs. Bank of Montreal

22. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. BEDiscover pattern in data … Build predictive statistical model Deposits correlate with opening wealth account in some demographics Predict new wealth mgt customer from account transfers and demographics Export optimal rules/thresholds and deploy with BE Make predictions and act on them at every customer interaction Measure campaign success Business Analyst Data Scientist Manager 5-10% increase in wealth account conversion rate Male 28-42; median deposit; $ transfers; then extend offer Refine/Extend Extend selective offers to open new wealth account based on real- time predictions of propensity to accept offer at time of events e.g. transfer/deposit Analyst Event Cloud Teradata Oracle BPM Tibbr Analytics-to-Action: Cross-Sell / Up-Sell TERR

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

26. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Business Insights: Procter and Gamble Business Sphere Source: McKinsey Quarterly, Nov 2011

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. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Enterprise Risk Aggregation ► Aggregated view of multiple risk positions by geography, product, … ► Assess loss given default for products and counterparties #2. Risk Management Credit and Counterparty Risk ► Handle unexpected changes in markets with rapid rebalancing ► Incorporate predictive analytics e.g. stress tests, economic capital ► Collaborate between traders and managers Operational Risk ► Track desk in near real time ► Identify violations, patterns, rule-brushing traders Risk managers need interactive and aggregate views on risk; and ability to visualize complex risk analyses with management Market Risk ► Mark to market, VaR, scenario and sensitivity analysis ► Interest rate and FX-risk ► Collaborate across organization for rapid response to market conditions

31. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Equity Trading ► Analyze price / volume across holdings with drill 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 Analytics Fixed Income Analysis ► Identify unknowns: bond prices, interest, durations, convexity and yield ► Compare fixed income instruments with economic indicators ► Incorporate statistical methods applied to new and existing instruments Trade Fraud and Compliance ► Track desk in near real time ► Identify violations, patterns, rule-brushing traders Traders need rapid and comprehensive view of risk and sensitivities

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 Management Performance and Attribution ► Dimension-free exploration of assets across time ► Real-time analysis and review of fund strategies impact on performance ► Rapid transaction reconciliation with exceptions analysis ► Integrate with CRM data for customer insight Managers require multiple assets and funds in single view; need to prove value and comply with new regulations Regulation Compliance ► Comply with new regulations that require thorough understanding of trading across assets and liabilities

33. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Anti-Money Laundering ► Identify / trace unknown and suspect transactions across context e.g. business lines and geographies ► Set thresholds, define segments and automate alert scoring ► Comply with OCC guidelines #5. Fraud and Compliance Credit Card Fraud ► Identify fraudulent transactions by vendor, location ► Highlight patterns, context and identify root cause Trade Fraud and Compliance ► Track desk in near real time ► Identify violations, patterns, rule-brushing traders Regulators expect banks to have powerful and robust analytics for compliance and Anti Money Laundering (AML)

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 R engine: 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 Server Engine Pool Service dbase Spotfire Statistics Services TERR SAS® MATLAB® C#Java TERR

37. AUDIO & VIDEO IMAGES TEXT WEB & SOCIAL MACHINE LOGS CRM SCM ERP

43. © Copyright 2000-2013 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Thank You! EricNovik Spotfire IndustryAnalyticsGroup Twitter:@ericnovik enovik@tibco.com ::www.ericnovik.com

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