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Jianqiang (Jay) Wang
Dec 6, 2014
Intro to Data Science and
Candidate Projects for Bootcamp
About me
B.S. degree in Management Science; Ph.D. in Statistics;
Data scientist in twitter ads-ranking;
HP Labs : pricing & portfolio management, marketing;
USDA : yield forecasting with satellite & survey data;
Instructor at Colorado State University;
Innovations in the intersection of statistics, computer science
and business
Applications in online advertising and e-commerce.
Ads on twitter platform
Ads serving pipeline
Statistical Demand Modeling
@HP
Introduce yourself
Name
Where are you from
Background
Current position
Expectation from the bootcamp (e-form)
What is data science?
Is the traffic on 101-N heavier on Wednesdays? Why?
Why is swipe to dismiss decreasing ad engagements?
Analytical : think like a data scientist
Finding pattern in data
Tease out signals from noise
Educating engineers about variation (e.g. conversion)
Delineate the effects of various factors
Hypothesize root causes and figure out contribution of each
possibility (e.g., swipe to dismiss image viewer)
Prediction, forecasting, optimization
Building data products
Analytical : think like a data scientist
70% data munging + EDA, 20% modeling, 10% viz &
presentation, reporting
Data munging
Data
Transactional, web clicks and logs, sensor data (satellite,
wearable device...), ...
Docs, emails, social feeds,..
What questions to ask about a data source?
Munging process:
Extracting from raw form,.
Filtering, selecting, transforming,.
Restructuring, aggregating, sinking,.
Techniques
SQL or similar, ETL tools in data warehouse, Hadoop
MapReduce, dim reduction, sampling, R (*apply, pylr)..
Techniques
Distribution & summary statistics: centrality, variation,
outliers
Scatterplot, side-by-side boxplot, histogram
PCA, multidimensional scaling, projection pursuit..
Toolset
Hadoop & equivalents: read terabytes of data and
aggregate
R, python, ruby, excel, …
Exploratory Data Analysis
42 heads out of 100 coin flips, does it indicate the
coin is unfair?
Is the traffic on 101-N heavier on Wednesdays?
Techniques
A/B testing
Time series analysis
Toolset : statistical packages like R
Teasing out signal from noise
Techniques
Regression
A/B testing
Contrast
Computer simulation
Toolset
Statistical packages like R
Experimentation framework : twitter ads
Estimate the effects of various
factors
Techniques
Classification
Prediction/forecasting
Recommendation/ranking
Optimization
Toolset
R, Python MLlib, weka (java), VW (C++)…
mahout, spark
Examples
Recommendations
Fluc food delivery: driver assignment, route opt.
Machine learning, optimization...
● Visualization of analytics data demand in US
https://carterlin.shinyapps.io/brilent/
● Topsy : social search, analytics and draw insights using
entirety of twitter data
● Placepicker : help couples decide where to live
o Commute times, rent or house prices, safety, school quality,
walkability
● Tools for interactive visualization : R shiny package, tableau,
D3.js, ruby/python,
Building Data Products
Healthcare Drug development
Patient monitoring
Electronic Medical Records
Utilities Smart grid optimization (generation,
transmission, distribution, demand)
Retail &
marketing
Customer loyalty and churn analysis
Targeted product and services offerings
Product sentiment analysis
Marketing campaign optimization
Financial
services
Fraud detection & prevention
Anti-money laundering
Telecom Customer churn mitigation
Geospatial analytics
Call data record (CDR) analysis
Analytics Use Cases by Industry
Crawl twitter data in R (or python)
user info
user tweets
user network
Search results
Text analytics and unsupervised learning, interactive
visualization
Organize twitter users into groups based on similarity of their tweets
Display search results on chosen topic (e.g. Iphone 6) with sentiment
analysis
Phase 1: data crawling and parsing, word cloud and frequency;
Phase 2: several similarity metrics; extract sentiment from
tweets;
Mine Twitter on a Topic
Anonymized bike trip data :
Trip start/end time
Trip start/end station
Rider type and member gender & birth year
Visualization and prediction :
Where are riders going? When are they going there? How far do they
ride?
Top stations? Interesting usage pattern?
Similar : Hubway bike trip history (metro-Boston)
Phase 1: exploratory data analysis, design doc of visualization;
Phase 2: EDA; iterate on design doc, simple examples using
interactive viz tools;
Chicago Divvy Bike Usage
Public dataset of startup ecosystem
Company: name, homepage, category, total funding;
Rounds: funding amount at each round (seed, A, B, ...);
Investments : investor info & raised amount at each round;
Acquisitions : acquisition and acquirer information.
Problems:
Interactive visualization : rounds of funding? What is total funding
distrn for each category? Distn for a location?
Predict : total funding amount with missing or whether a company is
acquired in k years (k =2, 5, ...), more?
Phase 1: exploratory data analysis, design doc of visualization,
and scope of prediction
Crunchbase Startup Data**
Predict monthly sales of consumer products following
initial advertising campaign
Monthly online sales for the first 12 months after the product
launches.
Product and campaign features.
EDA, statistical modeling, visualization
Phase 1: exploratory data analysis, 12-month sales curve or
time series
Phase 2: extract features from 12-month sales curve,
predict with off-the-shelf methods;
Predicting Consumer Product
Sales based on Features
How does your smartphone know what you are doing now?
Activity label : walking, walking up/down, sitting, standing, lying
Galaxy SII : Acceleration and angular velocity
Subject identifier, time & frequency domain variables
Supervised machine learning, feature engineering
Phase 1: exploratory data analysis, off-the-shelf ML
Phase 2: more off-the-shelf ML and performance comparison;
ensemble methods?
Human activity recognition using
smartphone data
Resources
tryr.codeschool.com
Coursera classes
Intro to statistics
R/Python programming
Machine learning
Intro to data science
Web intelligence and big data (DS)
Books
Statistical sleuth
Big data governance (quality, privacy, application in various verticals)
Data just right (DS)
the Startup of you
7 habits of highly effective people
glassdoor, careercup,...
Brilent Online Learning
http://54.67.61.190:8080/olat
Questions
We can not teach you passion and attitude, but we will
influence you with our passion and attitude.

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Introduction to data science and candidate data science projects

  • 1. Jianqiang (Jay) Wang Dec 6, 2014 Intro to Data Science and Candidate Projects for Bootcamp
  • 2. About me B.S. degree in Management Science; Ph.D. in Statistics; Data scientist in twitter ads-ranking; HP Labs : pricing & portfolio management, marketing; USDA : yield forecasting with satellite & survey data; Instructor at Colorado State University; Innovations in the intersection of statistics, computer science and business Applications in online advertising and e-commerce.
  • 3. Ads on twitter platform
  • 6. Introduce yourself Name Where are you from Background Current position Expectation from the bootcamp (e-form)
  • 7. What is data science? Is the traffic on 101-N heavier on Wednesdays? Why? Why is swipe to dismiss decreasing ad engagements? Analytical : think like a data scientist
  • 8. Finding pattern in data Tease out signals from noise Educating engineers about variation (e.g. conversion) Delineate the effects of various factors Hypothesize root causes and figure out contribution of each possibility (e.g., swipe to dismiss image viewer) Prediction, forecasting, optimization Building data products Analytical : think like a data scientist 70% data munging + EDA, 20% modeling, 10% viz & presentation, reporting
  • 9. Data munging Data Transactional, web clicks and logs, sensor data (satellite, wearable device...), ... Docs, emails, social feeds,.. What questions to ask about a data source? Munging process: Extracting from raw form,. Filtering, selecting, transforming,. Restructuring, aggregating, sinking,. Techniques SQL or similar, ETL tools in data warehouse, Hadoop MapReduce, dim reduction, sampling, R (*apply, pylr)..
  • 10. Techniques Distribution & summary statistics: centrality, variation, outliers Scatterplot, side-by-side boxplot, histogram PCA, multidimensional scaling, projection pursuit.. Toolset Hadoop & equivalents: read terabytes of data and aggregate R, python, ruby, excel, … Exploratory Data Analysis
  • 11. 42 heads out of 100 coin flips, does it indicate the coin is unfair? Is the traffic on 101-N heavier on Wednesdays? Techniques A/B testing Time series analysis Toolset : statistical packages like R Teasing out signal from noise
  • 12. Techniques Regression A/B testing Contrast Computer simulation Toolset Statistical packages like R Experimentation framework : twitter ads Estimate the effects of various factors
  • 13. Techniques Classification Prediction/forecasting Recommendation/ranking Optimization Toolset R, Python MLlib, weka (java), VW (C++)… mahout, spark Examples Recommendations Fluc food delivery: driver assignment, route opt. Machine learning, optimization...
  • 14. ● Visualization of analytics data demand in US https://carterlin.shinyapps.io/brilent/ ● Topsy : social search, analytics and draw insights using entirety of twitter data ● Placepicker : help couples decide where to live o Commute times, rent or house prices, safety, school quality, walkability ● Tools for interactive visualization : R shiny package, tableau, D3.js, ruby/python, Building Data Products
  • 15. Healthcare Drug development Patient monitoring Electronic Medical Records Utilities Smart grid optimization (generation, transmission, distribution, demand) Retail & marketing Customer loyalty and churn analysis Targeted product and services offerings Product sentiment analysis Marketing campaign optimization Financial services Fraud detection & prevention Anti-money laundering Telecom Customer churn mitigation Geospatial analytics Call data record (CDR) analysis Analytics Use Cases by Industry
  • 16. Crawl twitter data in R (or python) user info user tweets user network Search results Text analytics and unsupervised learning, interactive visualization Organize twitter users into groups based on similarity of their tweets Display search results on chosen topic (e.g. Iphone 6) with sentiment analysis Phase 1: data crawling and parsing, word cloud and frequency; Phase 2: several similarity metrics; extract sentiment from tweets; Mine Twitter on a Topic
  • 17. Anonymized bike trip data : Trip start/end time Trip start/end station Rider type and member gender & birth year Visualization and prediction : Where are riders going? When are they going there? How far do they ride? Top stations? Interesting usage pattern? Similar : Hubway bike trip history (metro-Boston) Phase 1: exploratory data analysis, design doc of visualization; Phase 2: EDA; iterate on design doc, simple examples using interactive viz tools; Chicago Divvy Bike Usage
  • 18. Public dataset of startup ecosystem Company: name, homepage, category, total funding; Rounds: funding amount at each round (seed, A, B, ...); Investments : investor info & raised amount at each round; Acquisitions : acquisition and acquirer information. Problems: Interactive visualization : rounds of funding? What is total funding distrn for each category? Distn for a location? Predict : total funding amount with missing or whether a company is acquired in k years (k =2, 5, ...), more? Phase 1: exploratory data analysis, design doc of visualization, and scope of prediction Crunchbase Startup Data**
  • 19. Predict monthly sales of consumer products following initial advertising campaign Monthly online sales for the first 12 months after the product launches. Product and campaign features. EDA, statistical modeling, visualization Phase 1: exploratory data analysis, 12-month sales curve or time series Phase 2: extract features from 12-month sales curve, predict with off-the-shelf methods; Predicting Consumer Product Sales based on Features
  • 20. How does your smartphone know what you are doing now? Activity label : walking, walking up/down, sitting, standing, lying Galaxy SII : Acceleration and angular velocity Subject identifier, time & frequency domain variables Supervised machine learning, feature engineering Phase 1: exploratory data analysis, off-the-shelf ML Phase 2: more off-the-shelf ML and performance comparison; ensemble methods? Human activity recognition using smartphone data
  • 21. Resources tryr.codeschool.com Coursera classes Intro to statistics R/Python programming Machine learning Intro to data science Web intelligence and big data (DS) Books Statistical sleuth Big data governance (quality, privacy, application in various verticals) Data just right (DS) the Startup of you 7 habits of highly effective people glassdoor, careercup,...
  • 23. Questions We can not teach you passion and attitude, but we will influence you with our passion and attitude.