Leveraging Big Data

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IHBI@CMU

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IHBI@CMU: Snapshot

Not-for-profit consulting and applied research organization with more than a decade of experience

Purpose

•  Build, foster and promote the use of advanced and predictive analytics, and big data for

competitive advantage in US-based organizations, across multiple industries •  Train the next generation of data scientists

Mature team

•  PhD and MS level resources – physics, statistics, economics, computer science

•  SAS Certified with extensive SAS professional training

•  Strengths: predictive modeling, time series forecasting, machine learning, development

mentoring

Exceptional infrastructure

•  Analytics Insight Lab – Greenplum DCA MPP environment

•  SAS, ESRI, Tableau, Model Factory (POC pending)

Founded as Central Michigan University Research Corporation (CMU-RC) in 2001 by a group that included David Kepler, Dow Chemical Corporation; IBM Watson; Dow Corning and others.

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Analytic Advantage

Repor(ng Queries/drill down Alerts Sta(s(cal Analysis Forecas(ng Predic(ve Modeling Op(miza(on What happened?

Where is the problem?

What ac3on are needed?

Why is this happening?

What if these trends con3nue?

What will happen next?

What is the best that can happen?

An al y& ca lly imp ai re d

Adapted from Compe&ng on Analy&cs: The New Science of Winning (Davenport, 2007).

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Business Expertise/Services

• Forecasting

• Predictive warranty

• Customer loyalty

• Early warning

• Market segmentation

• Price optimization

• Site location

• New customer

identification

• Work force predictive

modeling

• Website monitoring

• Customer intelligence

• Text/unstructured data

mining

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Sample of Methods

Data Mining and Modeling

Decision

Trees Forecas(ng Networks Neural Regression

Op(miza(on / Simula(on

Systems

Dynamics Agent-‐based modeling

Discrete-‐ event simula(on Op(miza(on with uncertain data 5

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Customers and Partners

Manufacturing

•  The Dow Chemical Company

•  The Dow Corning Corporation

•  Ford Motor Company

•  General Motors •  Harley-Davidson •  Monsanto •  Steelcase •  Whirlpool Corporation Technology •  IBM •  Information Builders •  SAS Institute •  Hewlett-Packard

Banking, Finance, Insurance

•  Auto-Owners Insurance

•  Comerica Bank

Health and Healthcare

•  Central Michigan District Health Dept.

•  College of Health Professions, CMU

•  College of Medicine, CMU

•  Eli Lilly

•  Henry Ford Health System

•  Michigan Health Information Alliance

•  Michigan Health Information Network

•  Partners Healthcare (Boston)

•  Spectrum Health System

•  Synergy Medical

Other

•  Proctor and Gamble

•  DTE Energy

•  Domino's Pizza

•  Gordon Food Service

•  State of Michigan 6

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Services

Innovation Workshop – A structured process to identify high-value analytics opportunities.

Exploratory Data Analysis – A statistical approach to evaluating the relative strengths and weakness of data to be used for a specific purpose.

Analytics Proof-of-Concept -- Custom projects, usually involving a series of complex models, designed to answer specific questions.

Analytics Staff Augmentation – Get the right help when

you need it.

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A PERFECT STORM

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Ambitious Question

Business Challenge

: Dramatically

increase the ability to predict demand for

products and services by customer segment

• customer segment (age, race gender)

• geographic region (zip code/census tract)

• over time (3, 5, 10 years in the future)

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Ambitious Data (External)

Scope

•  Census, Bureau of Labor Statistics, NOAA, American

Community Survey, and more. Time

•  10 years of history

•  10 years of future forward projections

Space

•  Zip code and census tract

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Ambitious Modeling

• 300 models

–

 

Driven by the customer segments

• Machine learning approach

–

 

Artificial neural network

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The Pain Point

Data Size

•  Terabytes

Loading the data

•  7-10 days to load

Looking at the data

•  Traversing a table -- hours

Testing a model

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Our Solution

EMC/Greenplum – Data Computing Appliance

•  Quarter rack

•  Scalable

Performance to date – FAST (POC in process)

•  Loading went from days to minutes

•  Generate a 100K row sample -- hours to minutes

•  Sample queries -- 24 minutes to 1 minute (400 million

row result set)

•  Training the model --??

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Better Answers

• Forecasting

• Predictive warranty

• Customer loyalty

• Early warning

• Market segmentation

• Price optimization

• Site location

• New customer

identification

• Work force predictive

modeling

• Website monitoring

• Customer intelligence

• Text/unstructured data

mining

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Big Data/Analytics Sandbox

The Analytics Insight Lab (A-LAB)

A secure platform to leverage data and solve real-world problems/challenges. Provides a low-risk way to get started

•  Leading edge data visualization,

•  Integration of proprietary and public data,

•  Advanced mining of structured and unstructured data,

including social media

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Big Data/Analytics Sandbox

Technical Environment

•  EMC/Greenplum DCA

•  Remote access provided through virtual machines

•  SAS, ESRI, Tableau

Contextual Database

•  18 billion rows, demographic, socioeconomic,

•  20 years of data at the census tract

Problem Solving/Modeling Support

•  As much or as little as you need

Subject Matter Experts for Hire

•  Faculty available

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Summary

Big data and high performance computing offer

new opportunity

• Improve current data-driven problem solving

• Solve completely new problems

This is not a fad, but a fundamental shift in how

successful organizations will compete for

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Contact

Tracy Irwin Hewitt Associate Director 734-837-0279

[email protected]

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Map Produced by: The Institute for Health & Business Insight, Central Michigan University, Oct. 1 2012 Opportunity by Postal Code

This map shows the 'Opportunity Forecast' for Michigan at the Postal Code level. Each mark represents a Postal Code point.