Big data ibm keynote d advani presentation

© 2011 IBM Corporation© 2011 IBM Corporation

Business Analytics software

IBM Business Analytics

Deepak AdvaniVP, Business Analytics Products & SolutionsFebruary 7, 2012

© 2009 IBM Corporation

Imagine if you could…

… track disease outbreaks across country

borders in real time?



…catch money laundering before it happens?



… apply social relationships of customers to prevent

churn?



…identify at-risk students before they drop out of school?



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Our world is becoming smarter

Instrumented

Interconnected

Intelligent



With this change comes an explosion in information …

… Yet organizations are operating with blind spots

Inefficient Access1 in 2 don’t have access to the information across their organization needed to do their jobs

Lack of Insight1 in 3 managers frequently make critical decisions without the information they need

Inability to Predict3 in 4 business leaders say more predictive information would drive better decisions

Variety of Information

Volume of Digital Data

Velocity of Decision Making

Source: IBM Institute for Business Value

© 2009 IBM Corporation88

Opportunity for value creation is significant, and growing

Data AVAILABLE to an organization

data an organization can PROCESS

Missed

opportunity

Enterprises are “more blind” to new opportunities.

Organizations are able to process less and less of the

available data.



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1312

2

4

3

1

7

9

hanging Business ImperativesThe Vast Majority of CMOs are Underprepared

50

60

70

40

20 40 600

86

Financial constraints

Decreasing brand loyalty

Growth market opportunities

ROI accountability

Customer collaboration and influence

Privacy considerations

Global outsourcing

Regulatory considerations

Corporate transparency

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7

8

9

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Data explosion1

Social media2

Growth of channel and device choices3

Shifting consumer demographics4

Mean

Marketing Priority Matrix

Source: Q7 Which of the following market factors will have the most impact on your marketing organization over the next 3 to 5 years? n1=1733; Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? n2=149 to 1141 (n2 = number of respondents who selected the factor as important in Q7)

Factors impacting marketingPercent of CMOs selecting as “Top five factors”

UnderpreparednessPercent of CMOs reporting underprepared

5

1011


IBM investments in Analytics and Big Data

Analyze Information

of any Variety

Analyze Information in Motion

Analyze Extreme

Volumes of Information

Discover & Experiment

Manage & Plan

Data Warehouse

Stream Computing

Information Integration

HadoopMore than $14B in Acquisitions Since 2005

More than 10,000 Technical Professionals

More than 7,500 Dedicated Consultants

Largest Math Department in Private Industry

More than 27,000 Business Partner CertificationsSource: IBM BAO


Complementary Analytics

Traditional ApproachStructured, analytical, logical

New ApproachCreative, holistic thought, intuition

StructuredRepeatable

LinearMonthly sales reports

Profitability analysisCustomer surveys

Internal App Data

Data Warehouse

Traditional Sources

StructuredRepeatable

Linear

Transaction Data

ERP data

Mainframe Data

OLTP System Data

UnstructuredExploratoryIterativeBrand sentimentProduct strategyMaximum asset utilization

HadoopStreams

New Source

s

UnstructuredExploratory

Iterative

Web Logs

Social Data

Text Data: emails

Sensor data: images

RFID

Enterprise Integration


Applications for Big Data Analytics

Homeland Security

Finance Smarter Healthcare Multi-channel sales

Telecom

Manufacturing

Traffic Control

Trading Analytics

Fraud and Risk

Log Analysis

Search Quality

Retail: Churn, NBO


Three key trends are driving this movement:

The emergence of Big Data

The shift of power to the consumer

Pressure to do more with less


Big Data Customer Examples

Big Data for the CMO

5.8 terabytes of Internet and Social Media

Fix negative opinions and build on positive ones

”Listen to the voice of clients”

Big Data for Smarter Planet

2.8 petabytes of public and private weather data

Modeling time reduced from weeks to hrs.

Reduced modeling time by 97%

Big Data for Telco

6 billion Call Detail Records per day

Personalized marketing to individual customers

Latency reduced from 12 hrs to 1 sec

TelcoFinancial Services

Group

Modern Energy


Real-time projections of hurricane path

Dynamically updated risk assessment

for assets in projected path

Correlate combined risk and impending weather threats to

optimize inventory and determine supply chain

recommendations



“The People’s Oscar”? - IBM Big Data Analytics at Work IBM Infosphere Streams used to process hundreds of tweets per minute in real time

IBM Cognos Consumer Insight implemented on Hadoop cluster provides parallel analysis of tens of thousands of blogs and tweets for sentiment and emerging topics of discussion

Partnership with LA Times to publish social insights in an interactive graphical environment for the general public to use

Show case for big data analytics in media and entertainment, with future applications in film marketing, demand forecasting and release window optimization

Powered by

“Celebrities tweet their dismay and delight with the nominations”

“the Twitterverse lit up with messages from movie fans excited about — and upset about — the picks in the best picture, lead actor and lead actress categories”

“You might be surprised about which performers and movies got the most tweets — and who had the most positive buzz”


Word spread virally of the victory with Twitter reaching 11.7M, 30,121 blog mentions, and 15,025 forum posts

On February 14, 2011, IBM Watson changed history on the TV show Jeopardy.

On the TV show Jeopardy


Healthcare industry is beset with some of the most complex information challenges we collectively face

Medical information is doubling every 5 years, much of which is unstructured

81% of physicians report spending 5 hours or less per month reading medical journals

“Medicine has become too complex. Only about 20% of the knowledge clinicians use today is evidence-base.” Leading Chief Medical & Scientific Officer


Putting the pieces together at point of impact can be life changing

Sym

ptom

s

UTI

Diabetes

Influenza

Hypokalemia

Renal Failure

no abdominal painno back painno coughno diarrhea

(Thyroid Autoimmune)

Esophagitis

pravastatinAlendronate

levothyroxinehydroxychloroquine

Diagnosis Models

frequent UTI

cutaneous lupus

hyperlipidemiaosteoporosis

hypothyroidism

Symptom

sFam

. HistoryPat. HistoryM

edicationsFindings

Confidencedifficulty swallowing

dizziness

anorexia

fever dry mouththirst

frequent urination

Fam

ilyH

isto

ry

Graves’ Disease

Oral cancerBladder cancerHemochromatosisPurpura

Patie

ntH

isto

ryM

edic

atio

ns

Find

ings

supine 120/80 mm HG

urine dipstick: leukocyte esterase

urine culture: E. Coliheart rate: 88 bpm

SymptomsA 58-year-old woman complains of

dizziness, anorexia, dry mouth, increased thirst, and frequent

urination. She had also had a fever. She reported no pain in her abdomen,

back, and no cough, or diarrhea.

A 58-year-old woman presented to her primary care physician after several

days of dizziness, anorexia, dry mouth, increased thirst, and frequent

urination. She had also had a fever and reported that food would “get

stuck” when she was swallowing. She reported no pain in her abdomen,

back, or flank and no cough, shortness of breath, diarrhea, or

dysuria

Family History

Her family history included oral and bladder cancer in her mother, Graves'

disease in two sisters, hemochromatosis in one sister, and idiopathic thrombocytopenic purpura

in one sister

Patient History

Her history was notable for cutaneous lupus, hyperlipidemia, osteoporosis, frequent urinary tract infections, a left oophorectomy for a benign cyst, and primary hypothyroidism, diagnosed a

year earlier

Her medications were levothyroxine, hydroxychloroquine, pravastatin, and

alendronate.

MedicationsFindingsA urine dipstick was positive for

leukocyte esterase and nitrites. The patient given a

prescription fo ciprofloxacin for a urinary tract infection. 3 days later,

patient reported weakness and dizziness. Her supine blood pressure

was 120/80 mm Hg, and pulse was 88.

• Extract Symptoms from record• Use paraphrasings mined from text to handle

alternate phrasings and variants• Perform broad search for possible diagnoses• Score Confidence in each diagnosis based on

evidence so far

• Identify negative Symptoms• Reason with mined relations to explain away

symptoms (thirst is consistent w/ UTI)

• Extract Family History• Use Medical Taxonomies to generalize medical

conditions to the granularity used by the models

• Extract Patient History• Extract Medications• Use database of drug side-effects• Together, multiple diagnoses may best explain

symptoms• Extract Findings: Confirms that UTI was present

Most Confident Diagnosis: DiabetesMost Confident Diagnosis: UTIMost Confident Diagnosis: EsophagitisMost Confident Diagnosis: Influenza


Cancer is an insidious disease and the second highest cause of death

Source: American Cancer Society, National Health Institute

X

1 in 3individuals will die

from cancer

1.5M+were diagnosed

with cancer in the US in 2011

50 yr.+the time current cancer treatments have been

around (chemotherapy, radiotherapy, etc.)

$263.8Boverall costs of cancer

in the US in 2010

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$


From battling humans on Jeopardy! to changing the way the world thinks, acts, and operates

IBM Watson has the capabilities to address grand business and societal challenges

Contact Center

Healthcare Financial Services

Government

Diagnostic/treatment assistance, evidenced-based insights, collaborative medicine

Investment and retirement planning, institutional trading and decision support

Call center and tech support services, enterprise knowledge management, consumer insight

Public safety, improved information sharing, security, fraud and abuse prevention



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