Sie sind auf Seite 1von 29

Big Data Analytics

Improving the way we live and work


Deepak Advani VP, Business Analytics Products & Solutions
August 16, 2012

2012 IBM Corporation

Imagine if you could

track disease outbreaks across country borders in real time?

2012 IBM Corporation

Imagine if you could

catch money laundering before it happens?

2012 IBM Corporation

Imagine if you could

apply social relationships of customers to prevent churn?

2012 IBM Corporation

Imagine if you could

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

2012 IBM Corporation

Analytics has evolved from business initiative to business imperative

Analytically sophisticated companies outperform their competition


Respondents who say analytics creates a competitive advantage
Organizations achieving a competitive advantage with analytics are

2010

37%

57%
increase

2.2x
more likely to substantially outperform their industry peers
Ratio of respondents who indicated analytics creates a competitive advantage to those who indicated it did not and the likelihood they also indicated their organizations was substantially outperforming their competitive peers. The ratio was 2.0 to 1 in 2010.

2011

58%

Source: The New Intelligent Enterprise, a joint MIT Sloan Management Review and IBM Institute of Business Value analytics research partnership. Copyright Massachusetts Institute of Technology 2011

2012 IBM Corporation

Why Business Analytics Matter The Need for Analytics is Pervasive Across Business and Industry
The healthcare industry spends $250 - $300 billion on healthcare fraud, per year. In the US alone this is a $650 million per day problem.1 One rogue trader at a leading global financial services firm created $2 billion worth of losses, almost bankrupting the company.

$93 billion in total sales is missed each year because retailers dont have the right products in stock to meet customer demand.

5 billion global subscribers in the telco industry are demanding unique and personalized offerings that match their individual lifestyles.2
Source: 1.Harvard, Harvard Business Review, April 2010. 2,IBM Institute for Business Value, The Global CFO Study, 2010. 2012 IBM Corporation

The need for progress is clear

53%
projected growth in worldwide energy consumption between 2008 and 2035.1

170

billion

proportion of worldwide CO2 emissions created by power generation, the largest human-made source.3

kilowatt-hours wasted each year by consumers due to insufficient power usage information.2

1 U.S. Energy Information Administration, International Energy Outlook 2011, September 2011; http://205.254.135.24/forecasts/ieo/pdf/0484(2011).pdf 2 Ontario Energy Board, Ontario Energy Board Smart Price Pilot Report, (Prepared by IBM Global Business Services and eMeter Strategic Consulting for the Ontario Energy Board), July 2007. 3 The Climate Group, SMART 2020: Enabling the low carbon economy in the information age, 2008 ; http://www.smart2020.org/_assets/files/02_Smart2020Report.pdf

2012 IBM Corporation

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

2012 IBM Corporation

Big Data presents a huge new opportunity for Energy & Utility companies if they can harness it
Volume Velocity Variety

petabytes

500

million

80%

data growth

Weather modeling data for optimizing siting of wind turbines

Meter readings per day in a typical smart meter project

From instrumented smart grid, weather forecasts, documents

Analyze weather data to place a wind turbine to improve its performance while extending its useful life

Ingest 3,000 times more meter readings to better understand and manage the electric distribution grid

Analyze all types of asset performance information to optimize maintenance activities and extent useful life of the assets

2012 IBM Corporation

Applications for Big Data Analytics


Smarter Healthcare Multi-channel sales Finance Log Analysis

Homeland Security

Traffic Control

Telecom

Search Quality

Manufacturing

Trading Analytics

Fraud and Risk

Retail: Churn, NBO

2012 IBM Corporation

Predictive Analytics Police Use Analytics to Reduce Crime


Video

2012 IBM Corporation

Challenges facing utilities and energy providers

Increasingly high power costs

Inadequate infrastructure

Generation of vast quantities of data

Fluctuating, volatile demand

Consumers demanding a different model

Environmental concerns

13

2012 IBM Corporation

Energy and utilities organizations are working toward a smarter energy value chain to promote responsibility and efficiency

Transformation of the utility network

Improve generation performance

Transform customer operations

2012 IBM Corporation

Smarter Analytics for Energy and Utilities


Industry Imperative Smarter Analytics Outcome Where Weve Done It - Align organization and processes to deliver the right products and solutions to each customer - Enable more efficient customer sales and service interactions - Minimize fraud

Transform Customer Operations

Reduced energy consumption by an anticipated 20%; control costs using real time monitoring

Improve Generation Performance

- Improve generation efficiency and reduce operating expenses - Maximize power generation uptime through predictive maintenance

Decreased production costs by 1-2% resulting in a savings of 50,000 - 100,000 per day

Transform the Utility Network

Reduce outages and downtime Optimize maintenance and operational activities Time of use pricing flexibility Comply with information privacy and retention regulations

Reduced frequency and duration of power outages


2012 IBM Corporation

On February 14, 2011, IBM Watson changed history

Word spread virally of the victory with Twitter reaching 11.7M, 30,121 blog mentions, and 15,025 forum posts
16
2012 IBM Corporation

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

Patient History Symptoms Family Medications Findings History

Family History

A 58-year-old woman positive forto her dizziness,care A 58-year-old was presented leukocyte urineHer medications were levothyroxine,esterase dipstick woman complains of primary hydroxychloroquine, days of thirst, alendronate. physician afterThe pravastatin, and andgiven a anorexia, dry mouth, increased dizziness, anorexia, and nitrites. several patient frequent dryHer historyfo also had aandcutaneous urination. mouth, increased thirst, frequent lupus, urination. She hadciprofloxacinfever.a She reported no prescription was notable for for urinary tract Her familyalso abdomen,patient and no urinary or She had her hadlater, back,frequent cough,cancer pain in history includedand reported that food infection. 3 days a fever oral weakness hyperlipidemia, osteoporosis, and bladder tract in dizziness. oophorectomy for atwo sisters, Graves' she was benign cyst, and get astuck when disease inpressure was supine wouldher mother,Herdiarrhea.blood swallowing. She infections, left hemochromatosis in one sister, was 88. a flank reported no pain inHg, and pulseand idiopathic 120/80 mm her abdomen, back, and primary hypothyroidism, diagnosedor year andthrombocytopenic purpura in one sister or no cough, shortness of breath, diarrhea, earlier dysuria

Findings Medications History

difficulty swallowing fever dry mouth thirst anorexia frequent urination dizziness no abdominal pain no back pain no cough no diarrhea Oral cancer Bladder cancer Hemochromatosis Purpura Graves Disease (Thyroid Autoimmune) cutaneous lupus osteoporosis hyperlipidemia frequent UTI hypothyroidism Alendronate pravastatin levothyroxine hydroxychloroquine urine dipstick: leukocyte esterase supine 120/80 mm HG heart rate: 88 bpm urine culture: E. Coli

Symptoms

Diagnosis Models

Confidence

Renal Failure UTI Diabetes Influenza Hypokalemia Esophagitis


Extract Symptoms from record Most Confident Diagnosis: Diabetes Most Confident Diagnosis: Influenza UTI Esophagitis Use paraphrasings mined from text to handle Extract Medications and variants Extract Patient History Identify Family History Extract negative Symptoms alternate phrasings Use database mined relationsgeneralize medical Reason with Taxonomies to to explain away Use Medical of drug side-effects Perform broad search for possible diagnoses Together, multiple is consistent w/ bestthe models symptoms (thirst granularity may UTI) explain conditions to the in each diagnosis based on Score Confidencediagnoses used by symptomsso far evidence Extract Findings: Confirms that UTI was present

17

Patient

2012 IBM Corporation

Correlate combined risk and impending weather threats to optimize inventory and determine supply chain recommendations

Dynamically updated risk assessment for assets in projected path

Real-time projections of hurricane path

2012 IBM Corporation

Top Solution Areas


Predictive Threat & Risk Analytics

Predictive Customer Analytics

Acquire Customers
Understand who your best customers are Connect with them in the right ways Take the best action maximize what you sell to them

Predictive Operational Analytics

Manage Operations
Maximize the usage of your assets Make sure your assets are in the right place at the right time Identify the impact of investment in various areas of assets

Detect Suspicious Behavior


Identify fraudulent patterns Reduce false positives Identity collusive and fraudulent merchants and employees Identify unanticipated transaction patterns

Grow Customers
Understand the best mix of things needed by your customers & channels Maximize the revenue received from your customers & channels Take the best action every time to interact

Maintain Infrastructure
Understand what causes failure in your assets Maximize uptime of assets Reduce costs of upkeep

Mitigate Risk
Identify leaks Increase compliance Leverage insights in critical business functions

Retain Customers
Understand what makes your customers leave, and what makes them stay Keep your best customers happy Take action to prevent them from leaving

Secure Operations
Improve the security of your assets Identify unanticipated attack patterns on assets Quickly respond with the best action when security is compromised

Prevent Fraud
Take action in real time to prevent abuse Reduce Claims Handling Time Alert clients of transaction fraud


19

2012 IBM Corporation

Top Solution Areas


Predictive Customer Analytics Predictive Operational Analytics Predictive Threat & Risk Analytics

Acquire Customers

Manage Operations

Maximize the usage of Understand who your your assets best customers are Make sure your assets Customers Connect with them in the Grow are in the right place at right ways the right time Understand the best mix of Take the best action Improved things needed by your 1:1 Marketing Identify the impact of maximize what you sell customersthem investment in various to & channels Individual customer profiles using over 30 areas of assets Maximize the revenue received Maintain Infrastructure data points from ATM, phone, Web, and from your customers & branch interactions channels Understand what causes failure Decreased direct marketing costs by 18% Predictive Maintenance in your assets Take the best action every time Grow Customers Maintain Increaseto interact ROI: 600% in overall Maximize uptime of assets Infrastructure Understand the best mix Observation of thecosts ofcar fleets repair Reduce entire upkeep of things needed by your time performance in real Understand what customers & channels causes failure in your High data complexity: analyzing 20K Maximize the revenue assets signals via 10K DTCs received from your Maximize uptime Reduction of 25% Repeat Repair of customers & channels assets Take the best action Reduce costs of upkeep every time to interact

Detect Suspicious Behavior


Identify fraudulent patterns Reduce false positives Identity collusive and fraudulent merchants and employees Identify unanticipated transaction patterns

Mitigate Risk
Identify leaks Increase compliance Leverage insights in critical business functions

Prevent Fraud
Take action in real time Reduce Fraud PreventClaims

U.S. Border Patrol Resource Optimization to prevent abuse

Retain Customers
Understand what makes your customers leave, and what makes them stay Keep your best customers happy Take action to prevent them from leaving

Secure Operations


20

Deploying mobile analytics in the hands of Handling Time Improve the security of Alert clients of real time to Take action in border officers your assets prevent abuse transaction fraud Indentify high-risk cars crossing the border Identify unanticipated Reduce Claims Handling prior to search attack patterns on Time Optimize the deployment of border officers
assets Quickly respond with the best action when security is compromised

Alert clients of transaction fraud

2012 IBM Corporation

Making the planet smarter


Smarter Healthcare Smarter Education

Sequoia Hospital reached record survival rates


Reduced mortality rate for cardiac surgery to 1.7% in 2008 from 3.8% in 2003 Best record nationally for survival from valve replacement over the past six consecutive years Reduced doctors diagnostics requests from several weeks to near real-time speed

Baruch College focused on student successes


Increased applications to its business school by 7.1 %, when other schools were seeing significant decreases Achieved a 21 % annual increase in transfer students Decreased dropouts significantly by using predictive analytics to improve the placement of freshmen in introductory classes

Smarter Water

Marwell Wildlife, a conservation charity, helped secure a future for an endangered species
Determining the main threats facing the Grevys zebra in the wild Understanding critical ecosystems interactions Investigating the relationship between nomadic herdsmen and Grevys zebra Working with communities to implement conservation measures that address threats and protect key resources

Yorkshire Water moved from reactive to proactive maintenance


supplying around 1.24 billion liters of drinking water each day Uplift in predictability in identifying areas at risk from flooding Reducing incidents of other causes flooding and improving customer service and satisfaction Improved proactive blockage detection rates by 25-30%
2012 IBM Corporation

Getting closer to the customer is the TOP priority


Dimensions to focus on over the next 5 years Getting closer to customers
Getting closer to customer People skills Insight and intelligence Enterprise model changes Risk management Industry model changes Revenue model changes
57% 55% 54% 51% Others Standouts 88% 95% 81% 76% 83%

14

%
more

To surprise customers requires unexpected ideas through interactions of people with diverse perspectives.

Our customers want personalization of services and products. It is all about the market of one.
Tony Tyler CEO, Cathay Pacific Airways, Hong Kong

Shukuo Ishikawa President and CEO, Representative Director, NAMCO BANDAI Holdings, Inc. Japan

Source: IBMs 2010 Global CEO Study Capitalizing on Complexity (1,541 CEOs, 60 nations, 33 industries)
2012 IBM Corporation

The customer experience has changed dramatically


Marketing Social Intelligence
Research Product Up/ Cross Sold Advocate Product Purchase Product

Sales

Get Customer Service

Use Product

Feedback Management Support/Services


2012 IBM Corporation

The Baseline of Customer Analytics Applied Mathematics Statistics: Ask a Question of a Sample to Generalize to the Universe
A Sample of Data A Universe of Things That Generate Data

2012 IBM Corporation

Taking Customer Analytics to the Next Level with Predictive Analytics Predict the Behavior of the Next Case with a Model
A Universe of Data A Predictive Model Attributes: Married, 2 kids Lives in Suburbs of Chicago Owns two Cars 47 years old Drinks Scotch Predicted Attributes: Upper Middle Income Owns a minivan Likes Van Halen Likes Johnnie Walker Black Works long hours Commutes Predicted Behavior Wants to Buy a Sports car! Buys Car Washes! Buys Chardonnay Vacations where its warm
2012 IBM Corporation

Bringing these pieces together Analytics is a Lifecycle

Capture

Predict

Act

Text Mining

Data Mining

Statistics

Business Rules

Data Collection

Pre-built Content

Platform

Deployment Technologies

2012 IBM Corporation

Getting a More Accurate Picture: All the Data Matters


High-value, dynamic - source of competitive differentiation

Interaction data - E-Mail / chat transcripts - Call center notes - Web Click-streams - In person dialogues

Attitudinal data - Opinions - Preferences - Needs & Desires - Survey results - Social Network Data

Descriptive data - Attributes - Characteristics - Self-declared info - (Geo)demographics

Behavioral data - Orders - Transactions - Payment history - Usage history

Traditional
2012 IBM Corporation

Data at the Heart of Predictive Analytics


High-value, dynamic - source of competitive differentiation

Interaction data - E-Mail / chat transcripts - Call center notes - Web Click-streams - In person dialogues

How?

Attitudinal data - Opinions - Preferences - Needs & Desires

Why?

Descriptive data - Attributes - Characteristics - Self-declared info - (Geo)demographics

Who?

Behavioral data - Orders - Transactions - Payment history - Usage history

What?
2012 IBM Corporation

Traditional

Future Trends
Micro-targeting: the move beyond 1 on 1 is accelerating. However, consumers are moving from opt-out to opt-in, regaining control over their personal data Consumers instrumentation and mobility create additional opportunities (time & spatial data dimensions) for more accurate targeting (context-aware decisions right place & right time) through a plethora of touch points through digital media Social media has dramatically changed the purchase influence cycle exponentially replicating word of mouth, to the power of 10,000 Customer opinions accessible and free to millions and in a matter of seconds Integrated analytics: promoting holistic contextual decisions integrating supplychain data, personal demand data and risk management Brand equity is struggling to remain a guiding light through the global and multiplicity of access; differentiation is realized through a customer experience driving loyalty

29 2012 IBM Corporation

Das könnte Ihnen auch gefallen