see it in spss: data mining with clementine

See It in SPSS: Data Mining with Clementine

Prety WidjajaSystems EngineerSPSS Inc.

Agenda

Data Mining Myths

Data Mining Definition

Data Mining Methodology

Clementine Demonstration

Customer Success Stories

Q&A

Data Mining Myths

Is all about algorithms

Requires massive amount of data

Requires a data warehouse

What is Data Mining?

“The process of discovering meaningful new relationships, patterns and trends by sifting through data using pattern

recognition technologies as well as statistical and mathematical techniques.”

The Gartner Group

What is Data Mining?

Discovering meaningful patterns in your data

What is Data Mining?

As the data grows…

the relationships become more complicated.

Data Mining: Defined

Data driven approach to problem solving

Focused on Organizational Objectives

Leverages organizational data

Uncovers patterns using predictive analytics

Uses results to help improve decision making and organizational performance

EnterpriseDataSources

Marketing

Attitudinal

Interaction

Web

Call-center

Operational

Customer Contact Channels

Website

Email

Phone

Mail

Branch

ATM

Agent

Mobile…Behavioral data- Orders- Transactions- Payment history- Renewal history

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

Attitudinal data- Opinions- Preferences- Needs- Desires

Interaction data- Offers- Results- Context- Click streams- Notes

Data at the Heart of thePredictive Enterprise

Common Applications in Business Enterprise

Customer Analytics

Process Improvement

Resource Management

Fraud and Risk Detection

Common Applications in Public Sector

Tax and Revenue: Reduce the ‘tax gap’ Improve audit selection

Law Enforcement: Effective force deployment Reduce crimes

Fraud, Waste and Abuse: Detect errors and improper payments

Resource Management

Education: Administration and Institutional Research Donor and alumni Development Educators/Teaching

Where do you start?

CRISP-DM Methodology

Cross Industry Standard Process for Data Mining

Focused on business issues Consortium of partners:

SPSS NCR/Teradata Daimler-Benz OHRA

Application neutral Industry neutral

SPSS Data Mining Workbench: Clementine

Unparalleled productivity Intuitive visual interface Breadth of techniques for modeling Multi-modeling execution

Leverages your IT database investment Access various data formats Join multiple data files

Full integration with SPSS Base

Scalable

Deployment Various exporting formats Scoring new data

Demonstration

Business Challenge: identify profiles of employees that are at high risk of leaving the organization (churn).

Results in Simple Terms:

Rule 4 for Employee departure (20 employees in this group, 90% confidence)

If Found Work Enjoyable = Yes And Received Benefits = No And Mentioned Compensation = Yes And Mentioned Perks = No And Work Facility = Facility A

Then Employee Departed

Summary

Industry standard process

Open system

Easy to use graphic interface

Flexibility

Productivity

More successful applications of predictive analytics

Some examples…

Credit Suisse’s Marketing Campaign

Increase profitability

Retain customers

Reduce cost by 50% over a 2 year period

Increase profitability

Retain customers

Reduce cost by 50% over a 2 year period

Education Institution

Increased tuition revenue

Reduced Marketing costs

Improved curriculum offerings

Improved student retention

Results

Tax and Revenue

Results

Reduced State Tax Gap

Recovered $400 million in unpaid taxes over a five-year period

Data Mining Tools Leader

Leader: Gartner Magic Quadrant 1/2006

Leader MetaSpectrum Analysis 10/2004

Most popular data mining technology 5 years running at www.kdnuggets.com

Recent Awards

SPSS Inc. was included in the listing of the annual DM Review 100, which constitutes the top 100 companies in the business intelligence space as determined by DM Review readers.

KDnuggets News, a data mining and knowledge discovery newsletter, polled more than 600 of its readers, to find out which data mining tool they regularly used. The #1 response was SPSS Inc.'s Clementine data mining workbench, for the 4th year in a row.

SPSS Inc. was ranked first in the Intelligent Enterprise “2004 Companies to Watch.” These awards highlight companies that provide the strongest vision, market leadership and technology innovation.

Question and Answer

For More Information

In case you missed it: recorded version and slides available at www.spss.com/events

Visit www.spss.com/clementine to learn more about the platform

Call us at 1-800-543-2185 or sales@spss.com

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