This document provides an overview of IBM's predictive analytics products and capabilities. It discusses IBM SPSS products like Statistics, Modeler, Data Collection, Text Analytics for Surveys, and Analytic Server. It explains what each product does, such as build predictive models, analyze structured and unstructured data, deploy analytics, and more. The document also highlights the strengths of the IBM predictive analytics portfolio in areas like customer analytics, operational analytics, threat and fraud analytics, and decision management.

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Business Partner Product Enablement Roadmap
IBM Predictive Analytics
Dean Newton – SPSS European Channel

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Agenda
 IBM Business Analytics Capabilities
 Why Predictive Analytics
 A Model of Success
 Certification
 Sales Enablement
 Technical Sales Enablement
 Services
 Support Provider
 Tools and Resources

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The IBM Business Analytics portfolio

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Solution Bundles – Predictive and Business Intelligence

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What is Predictive Analytics?
Predictive analytics helps
connect data to effective
action by drawing reliable
conclusions about current
conditions and future events.
Gareth Herschel,
Research Director,
Gartner Group

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Why IBM predictive analytics?
Predictive analytics helps your organization predict with confidence what will happen
next so that you can make smarter decisions and improve business outcomes. IBM
offers easy-to-use predictive analytics products that meet the specific needs of
different users and skill levels from beginners to experienced analysts.
Predictive Analytics solutions
 Customer Analytics
 Uncover hidden insights in your customer data so you can create personalized experiences
that win more business while reducing costs and increasing customer loyalty.
 Operational Analytics
 Ensure your people, processes and assets are aligned and optimized to maximize
productivity and profitability.
 Threat and Fraud Analytics
 Monitor your business environment, detect suspicious activity, and control outcomes to
minimize exposure and loss.

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SPSS Core Value Propositions
Predictive
Operational Analytics
Plan
Manage
Maximize
Predictive
Threat & Fraud Analytics
Monitor
Detect
Control
Analytical Decision
Management
Modeler Statistics
Collaboration and Deployment Services
IBM Research
Predictive
Customer Analytics
Acquire
Grow
Retain
Social Media
AnalyticsData Collection

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IBM SPSS Data Collection
 IBM SPSS Data Collection is a survey platform that enables
organizations of all sizes to capture the attitudes and opinions of
clients and customers. This sentiment and opinion data can be
augmented with internally captured data and used as an input into
the analytical process to predict future behavior.
 It empowers survey and market researchers in commercial,
educational, and government organizations to deploy surveys in
any manner that they wish.
 Create and deploy surveys in any mode.
 Design surveys in any language to reach your global audience.
 On-premise or Cloud deployment.
 Integration with SPSS Statistics, SPSS Modeler, and IBM
Cognos.
 Apply real-time analytics and score an attitudinal channel at the
point of dialog.
Predictive Analytics
This is a product
What it does
What it means / strengths

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IBM SPSS Statistics
 Quickly understand large and complex datasets using advanced
statistical procedures ensuring high accuracy.
 Reveal deeper insights and provide better confidence intervals via
visualizations and geographic spatial analysis
 Integration with IBM SPSS Modeler and IBM Cognos BI
 Build a predictive enterprise making the business more agile and
maximizing return on investment.
 Addresses all facets of the analytical process from data
preparation and management to analysis and reporting
 Provides tailored functionality and customizable interfaces for
different skill levels and functional responsibilities
 A robust and user friendly platform to understand your data and
solve complex business and research problems.
 Drive quality decision-making
What it does
Predictive Analytics
This is a product
What it means / strengths

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IBM SPSS Modeler
 A data mining workbench that helps you build predictive models
quickly and intuitively, without programming
 Creates predictive analytics for data driven decision making
 Utilizes structured and unstructured data within a single application
 Includes a set of modeling algorithms that provide insight and
prediction based on input data
 Extracts concepts and sentiment from unstructured text data using
Natural Language processing
 Using a sophisticated Entity Analytics engine, resolves similar
entities when there is no exact match
 Enables results to be deployed into existing systems
 Brings repeatability to ongoing decision making
 Leverages IBM portfolio (eg Cognos BI, Netezza, InfoSphere)
 Promotes the discovery of key insights, patterns and trends in data
(both structured and unstructured)
 Allows businesses to improve decisions based on data in a
proactive rather than reactive manner.
What it does
Predictive Analytics
This is a product
What it means / strengths

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SPSS Modeler Editions
SPSS Modeler Gold (NEW!)
Provides organizations with the ability to build and deploy predictive models directly into the
business process to help people or systems make the right decisions each time. This is
achieved through a combination of Modeler Premium with Decision Management. This
market-leading combination of capabilities combines predictive analytics with rules, scoring
and optimization within an organization's processes and operational systems to deliver
recommended actions at the point of impact.
SPSS Modeler Premium
Builds on Modeler Professional with a range of advanced algorithms and capabilities
including text analytics, entity analytics, social network analysis and automated modeling
and preparation techniques to address a multitude of business problems and analytic
requirements on almost any type of data.
SPSS Modeler Professional
Provides a range of advanced algorithms, data manipulation and automated modeling and
preparation techniques to build predictive models and uncover hidden patterns in
structured data.

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IBM SPSS Collaboration and Deployment Services
 Flexible enterprise foundation for managing and deploying
analytics throughout the organization
 Automates analytical processes
 Enables collaboration by securely sharing and reusing analytic
assets
 Streamlines deployment of analytical information on a scheduled or
real-time basis
 Real-time scoring
 Operationalizes analytics
 Maximizes the impact of analytics in your organization
 Works with SPSS Modeler to support fully automated decision
management
Predictive Analytics
This is a product
What it does
What it means / strengths

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IBM Analytical Decision Management
 Combines a variety of techniques to optimize actions and
outcomes
 Provide front-line employees and systems with recommended
actions
 Empower real-time and adaptive decisions accommodating
changing conditions
 Optimize actions with resource constraints, aligning execution with
strategy
 Automating and optimizing decisions through a synergy of business
rules, predictive analytics, and optimization
 Rules drive governance, input, and a critical link to strategy
 Predictive analytics leverages the likely state to enable answers,
decisions, recommendations
 Optimization is used to solve resource allocation problems
Predictive Analytics
This is a collection of products
What it does
What it means / strengths
A complete IBM Analytical Decision
Management solution includes:
1. IBM SPSS Modeler (the
predictive analytics engine)
2. IBM Collaboration &
Deployment Services (the
platform and the scoring engine)
3. IBM SPSS Decision
Management (the rules and
simulation engines)
1
2
3
1
2
3

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IBM SPSS Text Analytics for Surveys
 Uses natural language processing (NLP) heuristic rules and
statistical techniques to reveal conceptual meaning in text
 Categorizes responses and integrates results with other survey
data for better insight and statistical analysis.
 Extracts concepts and sentiment from text
 Makes unstructured qualitative data more quantifiable, enabling the
discovery of key insights from short text responses from surveys
 Automates the categorization process to eliminate the time and
expense of manual coding.
 Uses linguistics-based technologies to reduce the ambiguities of
human language, helping you uncover patterns in the attitudes,
beliefs and opinions of others.
Predictive Analytics
This is a product
What it does
What it means / strengths

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IBM Social Media Analytics (Sales Kit)
 Search blog posts, forums and discussion groups to measure
consumer sentiment, partner reputation and evaluate the
effectiveness of marketing campaigns or examine suppliers
 Apply stakeholder and influencer analysis to public relations, investor
relations, public affairs initiatives, or supply chain impacts
 Examine affinity relationships and evolving topics to anticipate new
opportunities, risks, and engage audiences in specific subject areas
 Segment audiences across geography, demographics, influencers,
recommenders, detractors, users and prospective users for recruiting,
risk mitigation, financial impacts and other measures
 Drive social channel insights
 Unique algorithms for improving models via Evolving topics and
Affinity analytics for determining strength of relationships with key
terms
 Data can be easily leveraged for modeling and other analytics
Predictive Analytics
This is a product
What it means / strengths
What it does

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IBM SPSS Analytic Server (sales kit)
• Focuses on high performance analytics for data stored in Hadoop-
based distributed systems
• Can also load popular relational databases and flat files into Hadoop
(through Modeler or Analytic Catalyst)
• Abstraction layer to leverage big data systems -
Hadoop Map/Reduce with data in HDFS
• Defined interface for algorithms (Analytic Framework)
Hides details of big data environments
• Customers can continue to use existing SPSS UI’s to analyze their
big data
What it means / strengths
• Delivers integrated support for unstructured/semi-structured predictive
analytics
• Data-centric architecture ensures scalability & performance (analytics occurs
near data)
• Leverages visual, easy to use interfaces that abstract analysts from
complexities of big data systems – no coding is required
• Enables operational deployment with minimal effort for both data at rest &
data in motion to improve organizational outcomes
• Accelerate analytics process on big data through automation for significant
time savings
Predictive Analytics
This is a product
What it does

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IBM SPSS Analytic Catalyst (sales kit)
(packaged as part of IBM SPSS Analytic Server)
What it does
• A new approach– driven by automation
• Guide business experts through analytics process
• Bridge the skills gap: Make analytics and data more
accessible to users
• Identify key relationships
• Uncover key insights from big data
• No programming, coding, scripting, querying required
• No advanced statistical knowledge required
 Reveals the most statistically-interesting relationships within big
data
 Its “results first” approach allows users to quickly interact without
having to worry about specifying the proper technique
 Complex analyses are automatically interpreted for users in plain
language and interactive visualizations
 Focuses on high performance analytics for data stored in Hadoop-
based distributed systems
Predictive Analytics
This is a product
What it means / strengths

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Predictive Maintenance and Quality (PMQ) (sales kit)
Reduces operational costs, improves asset productivity, and increases
process efficiency by enabling organizations to:
• Monitor, maintain and optimize assets for better utilization and
performance
• Predict asset failure to enhance product quality and supply chain
processes
• Remove guesswork from the decision-making process
• Single, truly integrated solution stack that includes data integration and
business analytics software and services for asset management and
maintenance & quality issues
• Enables collection and analysis of streaming (real-time) information
• Embeds the full spectrum of analytic and decision management capabilities
into existing business processes
• Tight integration with industry-leading, IBM Maximo Enterprise Asset
Management systems
• Includes easily extendable templates for specific industry and business
applications
Predictive Analytics
This is a software package
What it means / strengths
What it does

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Predictive Customer Intelligence (sales kit)
Predictive Customer Intelligence delivers the most appropriate
action at the right time across channels. Personalized
interactions are enabled by
• Comprehensive view of the customer
• Real-time analytics to anticipate customer behavior
• Cross channel delivery of best action to address customer
need and enhance CLV and revenue.
Includes: SPSS Modeler, Cognos BI, Pure Data for Analytics, Customer
Intelligence Appliance (CIA) from Aginity
• Customer Acquisition, Loyalty, Growth
• Operationalizes analytics at point of impact for sales, marketing and
customer service
• Empower end business users with the information to deliver the best decision
every time
• Embedded analytics to deliver greatest value from customer engagements
• All touch points are managed in real time, via the appropriate channel
Predictive Analytics
This is a solution bundle
What it means / strengths
What it does

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A Model for Success
Requires commitment to build a practice!!
Sales
Software Sales experience (solution selling)
Call into line of business vs. IT
Understand the concept of applying analytics to solve business problems
Technical Sales and Consulting
Core Business Skills
• Business Consulting and Project Management
• Business Requirements Development
• Implementation leveraging Methodologies and Frameworks
• Delivery of Custom Demonstrations / Proof of Concepts
Hire someone with SPSS experience or has advanced math or stats background
Or make investment to train on statistical analysis prior to product training

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Types of Training and Funding
Learning
 Instructor-led (classroom & online)
 Self paced virtual classroom (SPVC)
 Web-based training (IBM Learner Portal)
 Advanced implementation workshop
 Best Practices (developerworks)
You Pass, We Pay
 Get reimbursed for training that supports certification

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Demand Gen Programs

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Sales & Technical Sales certification exams
Sales certifications (1 required)
To meet this requirement: One person needs to pass the following mastery test.
IBM SPSS Predictive Analytics Sales Mastery v1
Prep includes: Redbook, Data Mining Techniques, Modeler, Modeler workshop, ADM, Data Collection
Technical Sales certifications (2 required)
To meet this requirement: Two people need to pass one of the following certification exams or one
person can take both.
IBM Certified Associate - SPSS Modeler Data Analysis v2
IBM Certified Associate - SPSS Modeler Data Mining v2
The following exams are intended for implementers but also qualify.
IBM Certified Specialist - SPSS Modeler Professional v2
IBM Certified Specialist - SPSS Statistics Level 1 v2
Register for a test
NOTE: All certifications include test preparation materials and sample assessment tests.

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Sales Enablement
Step 1
• Get certified (see certification slide)
Step 2 (optional if you are not already familiar)
• Review BA fundamental material
• BA Overview
• BA (BI/AA) White board
• Insight to Action
Step 3
• Review SPSS Fundamentals
• Introduction to SPSS
• Navigating Predictive Analytics Terminology and
Analytic Techniques
Step 4
• Review SPSS Sales enablement
• SRC materials
• SPSS Modeler v16 capabilities
• Review the product in action
Step 5
• Check out Industry specific solutions.
• Become familiar with Predictive Solution Bundles
• Predictive Customer Intelligence (at a miminum)

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Technical Sales Enablement
Step 1
• Get certified (see certification slide)
Step 2
• Set up demo environment
• Practice scripts
Step 3 (optional if you are not already familiar)
• Review BA fundamental material
• BA Overview
• BA (BI/AA) White board
• Insight to Action
Step 4
• Review SPSS Fundamentals
• Introduction to SPSS
• Navigating Predictive Analytics Terminology and
Analytic Techniques
Step 5
• Review SPSS Technical Sales enablement
• SPSS Modeler v16 capabilities
• Managing Proof to sell Predict Analytics
Step 6
• Follow the Modeler Curriculum
• Take other product classes

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Services Enablement
Business Partner Learning Center
 SPSS Modeler,
 SPSS Data Collection
.
SPSS Product Training

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Support Provider certification exams
Technical certifications (2 required)
To meet this requirement: Two people need to pass one of the following certification exams
IBM SPSS Modeler: IBM Certified Specialist - SPSS Modeler Professional v2
IBM SPSS C&DS: Technical Support Mastery Test v1
IBM SPSS Data Collection: Technical Support Mastery Test v1

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Resources
SPSS Solution Resources
• Sales Kits and plays
• Analytic Server & Analytic Catalyst
• CD&S
• SPSS Data Collection
• SPSS Modeler
• SPSS Statistics
• Social Media Analytics
• Predictive and Business Intelligence
Bundles
Other Enablement
• Predictive Maintenance Quality
• Social Media Analytics
Resources
•You tube product demos

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PartnerWorld Resources
 Business Analytics area on PartnerWorld
 Business Analytics Web Seminars
 Business Partner Learning Center
 Business Analytics events
 Demand Generation Programs
 Demonstration content (by product)
 BA Demonstrate Interactive Demos
 Business Analytics competitive resources (by competitor)
 Customer Success Stories
 You Tube Success Videos
 Analyticszone.com
 IBM Business Partner Locater Tool
 IBM Business Partner Communities
 Developerworks
 Think Academy
 Self Paced Virtual Classroom Program for Business Partners
 You Pass, We Pay
 Follow us on twitter ibm_ba_partner