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Watson
Analytics
Workshop Guide
Version 2.5 Dated
13th September 2016
WATSON ANALYTICS
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Table of Contents
Contents
Intr oduction .............................................................................................................................................................5
Use Case ...................................................................................................................................................................6
Warmup ....................................................................................................................................................................8
Exercise 1: Examine the survey results........................................................................................................8
Workshop 1 - Login and Datasets .............................................................................................................................9
1. Getting Started........................................................................................................................................9
2. Viewing Account Information and D o cumentation .............................................................................. 11
3. Lo ading D ata to Watson Analytics ....................................................................................................... 12
Excel/CSV File .............................................................................................................................. 14
Database - IBM DB2 as an example............................................................................................. 16
IBM Cognos 10 ............................................................................................................................. 20
4. Data quality score ................................................................................................................................. 22
5. D ata set options ................................................................................................................................... 23
Workshop 2 Discover (Explore) .......................................................................................................................... 26
1. Creating a Discovery by Asking a Question (across all data tiles) ......................................................... 27
2. Creating a Discovery by Asking a Question (data specific) ................................................................... 28
3. Using the Discoveries Panel .................................................................................................................. 33
4. Mo difying a Visualization ..................................................................................................................... 35
5. Creating a Visualization Manually ......................................................................................................... 40
6. Create additional Discoveries ............................................................................................................... 45
Workshop 3 Refine ............................................................................................................................................. 47
Workshop 4 Discover (Predict) ........................................................................................................................... 53
Workshop 5 Assemble a Dashboard ................................................................................................................... 59
1. Creating a Display ................................................................................................................................. 59
2. Adding Discoveries to your Display ...................................................................................................... 61
3. Finishing and Styling ............................................................................................................................. 65
Workshop 6 Advanced Features......................................................................................................................... 69
1. Discovery .............................................................................................................................................. 69
2. Drill Across ......................................................................................................................................... 72
3. Examining the Data set in a Discovery ................................................................................................. 74
4. Connecting to Twitter Data .................................................................................................................. 76
Appendix ................................................................................................................................................................ 80
Introduction
Watson Analytics is a cloud based
solution intended for the business user to
quickly gain insights from their data. It
helps business users understand
WHAT is happening in their business,
WHY its happening, and
COMMUNICATE their insights to
drive action. Users will gain a better
understanding of their business through
automated analysis and data preparation
tools as well. Finally, Watson Analytics can
be used as a presentation platform to
present all of these findings. This allows
stakeholders to think ahead and make
proactive positive, changes in the
company.
Use Case
You are a Chief Marketing Officer of a major United States
Airline corporation called WA Airlines Inc. In the last
Board meeting, there was a long discussion around
customer satisfaction and how your customer
satisfaction compares to that of your competition.
The agency that you worked with has loaded the results
of the survey into an online database, as it is too large for
them to send it over the email. In todays analysis, you will
use Watson Analytics to execute three main tasks.
Use Case
Explore what the respondents are saying in their
1 responses. How satisfied are flyers with our airline,
which customers are not happy and what other things
. stand out in their responses?
.
3 Develop a dashboard to showcase your findings and use it
to tell a story of what you discovered and any actions you
. might take from this analysis.
We first try to check the facts, identify if the problem is a problem and
potentially how big it is.
to
Warmup
Exercise 1: Examine the survey
results
1 Navigate to the dataset.
. Survey WA Airlines.xls
Survey.
3 Familiarize yourself with a sample of
Sign In at the
upper right.
You will receive the
username and
password from your
instructor.
Sign in using
your user na me
and password.
A Add
and tune
data in Watson Analytics.
B Discover insights to help solve your business problems.
C Monitor and communicate your findings with others.
D Add new data.
E Navigate shared or personal folders.
F Access existing data, discoveries and displays.
G View product documentation and account settings.
Notice that you log in to the personal workspace for your organization
or department. In this personal space users can share their data or
their saved insights. Every user has a personal folder where their
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WATSON ANALYTICS
assets are saved. Each personal folder is private and only accessible
by the owner and Administrator.
The Users section shows you those members of your organization and
their role and allows you to manage accounts.
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WATSON ANALYTICS
Click the V in the top left corner to open the navigation menu and close
the Account Settings page with the small x.
You can upload Excel or CSV files into Watson Analytics as well as
connect to data residing in different data sources such as IBM DB2,
IBM SQLServer for Bluemix, Box, DropBox and OneDrive. Other data
sources will become available in the future. Depending on your
subscribed edition of Watson Analytics you will have different limits on
the size of your uploads:
Watson WA Plus WA
Analytics Professional
For this workshop you areMax
part 256
of a Columns
professional edition of Watson
Max 50 Columns
Analytics. This area was created specifically Max 500 Columns
Max 1M Rows for training purposes. Please
Max
do not 100Kany
upload Rows
sensitive data into this area as it Max 10M Rows
is shared for multiple
training courses. Your own Watson Analytics, Watson Analytics Personal
or your companys Watson Analytics Professional edition with your own
IBM ID is fully secured and can hold any data you want.
http://www.ibm.com/marketplace/cloud/watson-analytics/us/en-us
Excel/CSV File
In this Workshop we will be working with a dataset called Satisfaction
Survey that was previously loaded by the Administrator to your
organizations Watson Analytics Public Workspace. These are the
Survey results you got from the agency you are working with.
The steps below are just to highlight how data can be loaded into
Watson Analytics. The User does not need to do the actual load for this
workshop.
1.
Log in to the Welcome Page
and click + New data
2.
Click Local File
3.
Drag and drop your file onto
Watson Analytics, or click
Browse to locate the file
4.
Click Import
3.
Database - IBM DB2 asClick
an the
example
DB2 connection
1.
Log in to the Welcome Page
and click + New data
2.
Click Connection
Here you can load data from your IBM DB2, IBM dashDB or any other
connections your administrator has already created and made available
for you.
Watson Analytics will display all the Tables that are available to you.
For our workshop we are using the table called Satisfaction Survey. On
the import from DB2 Data Connection screen you can do the following:
4.
Navigate to your data
schema and tables
You have the option to either upload the data, which will create a new
data tile immediately; or you can Shape before which give you the
6.
This screenshot has both the Metrics; and the Operations, History and
Details panes displayed. Click the X to close the
Data import screen
IBM Cognos 10
To connect to your IBM Cognos 10 Instance you first need to configure
your IBM Cognos 10 environment as instructed in the Watson Analytics
Help Docs under Data > Adding data from Cognos BI or Cognos
Analytics reports as a data asset.
1.
Log in to the Welcome Page
and click + New data
2.
From the
default Import
tab click IBM
Cognos Report
3.
Enter the URL
for the Cognos
BI Server and
click Connect
4.
You will be prompted to
enter your Cognos
Username and
Password. Once
entered click OK.
5.
You can now navigate through the
Cognos Connection Folders and select
the List Report you want to connect
to (Public Folders -> Airline Customer
Revenue -> Airline Revenue ->
Revenue by Loyalty Status ->
Page 1 -> Revenue by Loyalty Status
List) then select Upload Data.
Watson Analytics will create a Data Set for you using the List Report
contents and will save it by default to your personal data folder.
The data quality score ranges between 0 and 100.The quality score
measures the degree to which the data is suitable for analysis. It is an
average of the data quality score for every field in the Data Set, as
determined by missing and constant values, influential categories,
outliers, imbalance and skewness. Simply put, the lower the quality
score the less suitable the data is for in depth analysis.
1.
Click the three dots on your
Data Set to explore the
Data Options you have
You can Delete and Rename a Data Set; Move your Data Set and
share your it with other users in your workgroup. You can replace your
data with an updated dataset with the same structure. All Workbooks
built on top of the original Data Set will be updated. You can also
Refine your Data Set to only include that data you want to wor k with, or
to add additional data groups, calculations and hierarchies.
If you Delete a Data Set all Discoveries and Displays built using of this
Data Set will be also deleted.
2.
Click Move
3.
Select the Shared
folder and click Move
4.
If you have full control
of the Data Set, you
can define the access
level for the other
users. If you dont have
full control on this Data
Set, this screen will
look different.
5.
Click Cancel
Summary
In this section you have examined the Watson Analytics Welcome
page, viewed your account information, as well as Watson Analytics
Documentation. Youve seen how to upload a CSV/EXCEL file, connect
to a Database or your Cognos instance to load Data Set into Watson
Analytics. Finally, you examined your data quality score and some
options like deleting, sharing and updating your Data Set. You can now
explore your data, run predictive analytics, refine your data, or build a
display.
Workshop 2 Discover
(Explore)
Introduction
The Discovery Capability enables the business user to better
understand their data through visualizations. Users can ask questions
about their data in plain language and get the answers to their
questions in the form of a chart or graph that is automatically created
by Watson Analytics, but can be modified by the users. Watson
Analytics also provides the user with starting points for their analysis as
well as interesting insights that they might be interested to explore
thoroughly.
Remember that we discussed this before and that this is exactly how
you as a business user work.
Second, you would need to look into areas of their responses where
you need more clarity. You need to explain the drivers behind it so you
can assign actions to it.
Finally, you are going to assemble an interactive display that you can
present in your next meeting. This will help you report back and incite
action from your analysis.
1.
On the Welcome
page Data screen,
click in the Ask a
question about
your data text box
2.
In this example I have sample data loaded about Satisfaction, Product
Sales and Student attrition. Asking the question sales over time
provides starting points from both the Satisfaction and Sales data sets.
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WATSON ANALYTICS
You will see there is also a starting point showing what drives
Satisfaction. We will look at this in more detail in Workshop 4.
As you can see, Watson Analytics has suggested that clients may be
sensitive to price depending on where they are traveling. This is not
something you might have thought about, but with Watson Analytics
cognitive assistance, I am seeing that this might be important.
2.
In the Ask a question textbox, type the following:
Press Enter
3.
Click the first
answer: How do
the values of
Satisfaction
compare by
Airline Name
Your Airline is WA Airlines. If you focus on your airline, you can quickly
see that you are not much better or worse than your competitors in
terms of average satisfaction. Based on the survey results you are
consistent with the rest of the industry in terms of satisfaction. So the
perception of the board does not seem to be entirely true.
You want to analyze this further to find out why the board came up with
the perception regarding low customer satisfaction for your airline.
You could continue to ask questions, using the + plus button alongside
the Discovery 1 tab; you could start filtering, or interacting with the
visualization, but you can also look to Watson Analytics for some
suggestions on what else to look at. For example, there are a number of
Discoveries at the right of the screen. These are just like the starting
points you saw on the first page of Discover, but these are now contextually
relevant areas of exploration, which are related to the data currently on the
screen - Satisfaction, and Airline name.
As you will see later, for ease of navigation it is best practice to name
your New discovery set, and each of the discoveries you want to keep.
3.
Double click
Discovery 1 and
rename is Sat by
Airline
4.
Click the save
icon in the upper
right of the
screen
5.
Name your Discovery set
Satisfaction Insights and
save to your Personal
folder.
Click Save.
1.
Scroll through the Discoveries
and click on the highlight Top
Airline Status by Satisfaction
and click new page
2.
Click the Visualization icon at
the top left of the screen to
display the visualization panel
with recommended alternative
visualization options.
You can readily see there is a problem with your Blue customers, your
economy status customers. But you can also see you have a problem with
your Platinum customers, your most profitable customers. Quickly with
Watson Analytics you can see you have Satisfaction issues in your
largest group of customers, the Blue, and your most profitable group,
Platinum.
Now, another question you might have is whether or not this is related to
type of travel. How does it compare and why are customers flying with
us?
3.
Rename the tab Sat
by Status and save
the discovery set
4. Modifying a Visualization
4.
From the Data Tray at the bottom of the screen, drag Type of
Travel to the Color By section of the visualization formatting area
at the bottom of the screen
Hint: you may need to scroll right using the right arrow beside the data
column names as highlighted.
Now with the Type of Travel added you can see which customer groups
are satisfied and which are not by how they are traveling. There is a big
variation in satisfaction depending on what their type of travel is.
In reviewing this, its clear that people flying for Personal Travel are the
least satisfied. I can also see that Business Travel is generally amongst
the highest except for the Silver customers, but the difference is very
small. Thats interesting because it tells us that we must have a
problem with Personal Travel. Once again a different recommended
visualization may make it easier for me to identify the issue.
4.
Change the chart to a Treemap
then close the Visualization
panel
In this Tree map, you can easily identify that Personal Travel
represents the lowest average satisfaction and that your Platinum
status group is the least satisfied. This is a new and compelling insight
that hasnt been discussed before. You can quickly and easily share
this information with a colleague by plugging it into an email and
sending it without ever leaving Watson Analytics.
5.
In the upper right corner, click the Share icon
6.
Select Email
7.
Here you can select how
you want to send the
attachment and provide
other required email details
such as To and Subject and
an optional Message
For now, you want to focus on your more elite status customers, so you
want to exclude the Blue Status.
8.
In the Legend under Airline
Status right click Blue and
exclude
9.
Rename the Discovery
tab to be:
Now you are able to focus in and see that your Platinum Group is the
least satisfied group regardless of their Type of Travel. This is a
problem and you need to address it.
1.
Click the + plus symbol to create a new Discovery tab.
2.
The visualization will
display with sample data
3.
Populate the data slots
by dragging the column
names from the data
tray at the bottom of the
screen
4.
Click the Format icon at the top left of the screen to display the
Format panel.
5.
Right click Airline Name
in the visualization
formatting section below
the visualization.
Click Sort
6.
Click Descending by
value
7.
Right click Flight Distance
in the visualization
formatting section below
the visualization.
Click Summarize
8.
Change the summary
to Sum
Summary
Watson Analytics has helped us answer questions such as:
How does our customer satisfaction compare to our competition?
Workshop 3 Refine
Introduction
Before we start running Predictive Analytics on the data we will first
filter our data as well as create a few new columns by Refining the data
and creating a new data set.
We are doing this in order to focus the next step only on WA Airlines
and not all airlines. So when we predict what drives Satisfaction we
want to execute that prediction on only our own airline and not all
others as others might have different drivers for satisfaction.
1.
Navigate to your
Satisfaction Survey
WA Airlines data set
2.
Access the Data set
Data Options menu
and click Refine
3.
Click the column header Airline Name,
and select WA Airlines
4.
Click outside the Airline Name pop up
window with the list of names for it to
disappear
5.
Click the down arrow next to the
save icon and click Save As.
6.
Name the data
set Satisfaction
Survey WA
Airlines Filtered
and save to your
Personal folder.
Click Save
7.
Click the Actions
icon on the left
8.
Then select Data group
9.
Fill in the pop up window as per the screenshot
10.
Click New group and rename it Economy.
Click OK
11.
Click Group remaining and select Yes. Name the group Business and click Done
12.
Click the Actions icon on the left
again and this time select
Hierarchy
13.
Fill in the Hierarchy pop up window
as per the screenshot using the
Add level button as required.
Click Done
Save your refined data set again and navigate back to the Watson
Analytics welcome screen.
Summary
We just filtered our data so we are now focused only on WA Airlines.
We were also able to create a few new variables so our data is more
manageable and provides better insights and visuals. Now we are
ready to build a prediction to find the key drivers behind Satisfaction.
Workshop 4 Discover
(Predict)
Introduction
When a user creates a prediction, Watson Analytics applies statistical
algorithms to the data to discover insights, patterns, and correlations in
the Data Set. The predictive capabilities use the SPSS engine wrapped
up in a user-friendly, easy to understand interface so complex
predictive analytics can be applied by a business user.
Now with our data filtered down to just our airline, we can figure out
what is driving high or low levels of Satisfaction.
1.
Navigate to your
personal folder. Click
the Satisfaction
Survey WA Airlines
Filtered Data Set.
2.
Click the starting
point What drives
Satisfaction?
Watson Analytics will run predictive analytics on your data to find out
what really drives Satisfaction.
3.
Rename the Discovery: Sat Drivers
4.
Hover over the small circles in your bulls-eye chart to identify what
fields in your Data Set have the strongest impact on satisfaction. The
closer a field is to your target, the higher the impact it has on
Satisfaction.
5.
Click the + plus
symbol to the
right of the
Drivers to see
the visualization
6.
Click the Sat Drivers tab name
and then duplicate the Tab.
To get as predictive as possible, you will want to use a combination of all the
variables. To do this, we will use a decision tree.
7.
Click the Visualization icon at
the top left of the screen to
display the visualization panel
with recommended alternative
visualization options.
Once in the Decision Tree, there are two ways to view and consume
the information.
By default, you will see the Decision Rules. There are plain English
rules in descending order of the most predictive combinations of input
values that drive the target values for Satisfaction.
From the left (All Data) you will see that Type of Travel is the best
explanation for satisfaction (the strongest predictor). You will now see
three boxes Business Travel, Mileage Tickets and Personal Travel.
Those are the three travel types we have in the survey results.
The lighter shaded boxes show least satisfaction. The boxes, or nodes,
can be clicked to expand/collapse subsequent branches of the tree. The
Decision Tree can also be dragged around the screen to focus on a
particular aspect; or zoomed in/out (using scroll wheel on a mouse).
If you hover over one of those boxes you will see more information on
it. For instance, for Personal Travel you will see an average satisfaction
of 2.55.
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WATSON ANALYTICS
8.
By clicking the nodes; dragging the decision tree around the screen;
and zooming in and out, navigate the decision tree as follows:
With this section we added to our knowledge about where and how big
the problem with satisfaction is, (refer to Workshop 2 Discover
(Explore)) the understanding of why customers are unhappy, what
explains their satisfaction and what customer groups we should act on.
Something a purely visual data exploration would not provide you with.
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WATSON ANALYTICS
Workshop 5 Assemble a
Dashboard
Introduction
Users can build dynamic, interactive, visually appealing displays in
Watson Analytics to showcase the results of their discoveries.
Any saved discoveries can be added to the display, along with filters to
focus on specific areas. Watson Analytics also provides templates that
can be used to build the displays.
1. Creating a Display
1.
Navigate to the
Watson Analytics
welcome screen and
click Display
2.
Click the + New
display button
3.
Rename the New display
Satisfaction Survey
Dashboard.
Ensure Dashboard is
selected and click Create
4.
Select this template
*For ease of use in the next section we will refer to the panels in the
dashboard template by numbers as per the following.
Users can also add images, shapes, text, media and webpages to their
Displays. We will do this later.
1.
Expand the Personal
2.
Drag and drop the
Price Sensitivity
discovery to panel 1
Hint: Drop a discovery in the center of a template panel for it to fill the
panel.
3.
Populate the remaining template panels as follows with these discoveries
to create the display in the screenshot below:
1. Satisfaction Insights > Sat by Status and Travel
2. Sat Survey WA Airlines Predictions > Sat Drivers
3. Satisfaction Insights > Sat by Airline
4. Satisfaction Insights > Sat by Age Range
.
4.
Rename the Display tab: Sat Insights.
5.
Create a second Display tab using the single panel template, and populate
with the Decision Tree from the following Discovery Set:
6.
Rename the Display tab: Customer Profiles
7.
Return to the Sat Insights
Display tab and click the
Filters icon on the left of
the screen.
8.
From the list of data filters, click the + plus
symbol next to Airline Name to add it to the
This tab filter zone at the top of the display.
9.
Click the Airline Name filter and make airline selections to
see the interactivity within the dashboard
1.
Return to the Sat Insights Display tab and click the map in Panel 1
of the Display. Click the Format icon on the left of the screen
2.
Uncheck the
Legend
checkbox. Note
the change to
the visualization
3.
Experiment with the other Formatting options
4.
Click the Widgets icon on
the left of the screen.
Reinforce your Display and improve the look and feel of your
dashboard by adding text, images, and shapes. You can also add
action to your display by embedding media and web pages.
Workshop 6 Advanced
Features
1. Discovery
1.
Click on the Satisfaction
Survey WA Airlines Data
set and type the question:
What is my average
satisfaction by airline status
2.
Click Airline Status below
the visualization. You
should see a popup
window, click Set a
condition
3.
Click Top/Bottom
4.
Click Top count then switch
it to Bottom count.
5.
Set Number of results to 2,
then click Apply
2. Drill Across
1.
Create an Exploration based on the Satisfaction Survey WA Airlines
data set by questioning: How does average satisfaction compare by
airline name?
2.
Here we have a visualization showing satisfaction across all airlines.
Imagine you want to focus on type of travel, but only for your own airline
WA Airlines This can be done in one step thanks to Watson Analytics drill
across capability.
3.
Right click on WA Airlines
and select Type of Travel
4.
You will see that the
visualization has changed
to show type of travel, and
has also applied a filter on
Airline Name at the same
time as noted by the sub
heading to the title
2.
You can see all the
fields/data in your Data
Set.
3.
Click the Data Metrics Icon on the left. You can now view the quality score for
your fields, the distribution as well as the missing data percentage.
4.
Click the double bars again to minimize the data tray
1.
Log in to the Welcome Page
and click + New data
2.
From the Default Import tab, click Twitter
3.
Enter the required
hashtags and
start/end dates
4.
Click Import. Watson Analytics will
extract the tweets and the Data Set will
appear on your Data page and can be
used to Discover new insights.
5.
Click the Data Set and one of the starting points
6.
The resulting
visualization will
appear
7.
Expand the data tray at the bottom of the screen by
clicking the double lines
Fields that are included in the Twitter Data Set are as follows:
Appendix
Sample data for self-paced
questions
Note: to load the sample data; from the Data tab click +New Data; then
click Sample Data. Finally select your data set and click Import. The
1. Self-Paced Questions
1. WA Airlines Self-Paced Questions
With the WA Airlines data set (see workshop 1 section 3 to load the XLS
file) use Watson Analytics to answer the following questions:
Refine
1. What is the overall Data Quality Score for the Satisfaction Survey data set?
2. The column Departure Delay in Minutes has what % of Missing Values?
3. What is the default Aggregation for the Age column?
Discover
4. What is the Average Price Sensitivity for Origin State for Texas?
5. What is the Average Satisfaction for all Airlines?
6. What is the Average Satisfaction for WA Airlines?
7. What Age Range has the Highest Satisfaction and what is it?
8. What is the Age of Males with the highest satisfaction score?
9. Which Age for Females has taken the most number of flights?
10. Which Airline on Average has the longest Flight Distance?
11. For WA Airlines for People flying for Personal Travel which Airline Status is the least
satisfied and what is the value.
Predictions
12. What are the Top Two Drives of Satisfaction and their %
13. How many individual drivers of Satisfaction are found?
14. 2.94 is the lowest average Satisfaction by Destination State for which state?
15. For the Age Drivers Chart from the Spiral what is the Largest Age Binned Group that
Watson Analytics creates
Looking at the predictive model for Satisfaction answer the following questions:
18. For the Highest Predictive Value what is the Average, Standard Deviation and Number
of Records.
19. When Looking at the Decision Tree for Satisfaction for the leaf of Personal Travel,
which two Airline Statuss are binned together by Watson Analytics?
20. When Looking at the Decision Tree for Satisfaction for the leaf of Business Travel, for
the younger binned ages what is the average satisfaction for Males?
Refine
5. Which country code had the highest Invoice Amount (Sum) in Year (Due Date) 2013?
6. Which country code had the highest Average Invoice Amount in Year (Due Date)
2013?
7. Name 1 Recommended Visualization Type for What is the trend of InvoiceAmount
over countryCode?
8. Which country code has the lowest Total (all years) Invoice Amount (Sum)?
9. What is the Invoice Amount (Sum) for that country?
10. What is the Invoice Amount (Average) for that country code?
11. What country code has the highest total number of disputes?
12. How many total disputes does that country have?
Predict Invoice Amount Drivers
3. Employee Performance
With the Employee Performance Sample data set use Watson Analytics to
answer the following questions:
4. HR Attrition
With the HR Attrition Sample data set use Watson Analytics to answer the
following questions:
2. Self-Paced Answers
1. WA Airlines
1. 68%
2. 2% Missing Values
3. Average
4. $1.27
5. 3.38
10. Cool& Young Airlines inc with an Average Flight distance of 1391.09.
11. Flyers with a Type of Travel of Personal Travel and an Airline Status of Platinum 2.18 for WA Airlines
13. 4.
14. Delaware
16. 47.7%
21.
4.
5. 391
6. 406
8. 897
9. $16,348.48
10. $41.28
11. 406
12. 212
14. 28%
15. 406
16. 29.7%
18.
19. 14.31
20. 20.44
3. HR Attrition
1. DailyRate
2. Text
3. 84%
4. 2.4
6. 110
7. $8,277.65
8. 19
9. Research Director
10. 57
11. JobLevel
12. 85.6%
14. Line
15. Male
IBM, the IBM logo, ibm.com, and IBM Watson are trademarks of
International Business Machines Corp., registered in many
jurisdictions worldwide. Other product and service names might be
trade - marks of IBM or other companies. A current list of IBM
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