Analytics.in.a.Big.Data.World.pdf

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Analytics in a Big Data World

Wiley & SAS Business Series

Contents

Preface

Acknowledgments

CHAPTER 1 Big Data and Analytics

EXAMPLE APPLICATIONS

BASIC NOMENCLATURE

ANALYTICS PROCESS MODEL

JOB PROFILES INVOLVED

ANALYTICS

ANALYTICAL MODEL REQUIREMENTS

NOTES

CHAPTER 2 Data Collection, Sampling, and Preprocessing

TYPES OF DATA SOURCES

SAMPLING

TYPES OF DATA ELEMENTS

VISUAL DATA EXPLORATION AND EXPLORATORY STATISTICAL ANALYSIS

MISSING VALUES

OUTLIER DETECTION AND TREATMENT

STANDARDIZING DATA

CATEGORIZATION

WEIGHTS OF EVIDENCE CODING

VARIABLE SELECTION

SEGMENTATION

NOTES

CHAPTER 3 Predictive Analytics

TARGET DEFINITION

LINEAR REGRESSION

LOGISTIC REGRESSION

DECISION TREES

NEURAL NETWORKS

SUPPORT VECTOR MACHINES

ENSEMBLE METHODS

Bagging

Boosting

Random Forests

MULTICLASS CLASSIFICATION TECHNIQUES

Multiclass Logistic Regression

Multiclass Decision Trees

Multiclass Neural Networks

Multiclass Support Vector Machines

EVALUATING PREDICTIVE MODELS

Splitting Up the Data Set

Performance Measures for Classifi cation Models

Performance Measures for Regression Models

NOTES

CHAPTER 4 Descriptive Analytics

ASSOCIATION RULES

Basic Setting

Support and Confidence

Association Rule Mining

The Lift Measure

Post Processing Association Rules

Association Rule Extensions

Applications of Association Rules

SEQUENCE RULES

SEGMENTATION

Hierarchical Clustering

K‐Means Clustering

Self‐Organizing Maps

Using and Interpreting Clustering Solutions

NOTES

CHAPTER 5 Survival Analysis

SURVIVAL ANALYSIS MEASUREMENTS

KAPLAN MEIER ANALYSIS

PARAMETRIC SURVIVAL ANALYSIS

PROPORTIONAL HAZARDS REGRESSION

EXTENSIONS OF SURVIVAL ANALYSIS MODELS

EVALUATING SURVIVAL ANALYSIS MODELS

NOTES

CHAPTER 6 Social Network Analytics

SOCIAL NETWORK DEFINITIONS

SOCIAL NETWORK METRICS

SOCIAL NETWORK LEARNING

RELATIONAL NEIGHBOR CLASSIFIER

PROBABILISTIC RELATIONAL NEIGHBOR CLASSIFIER

RELATIONAL LOGISTIC REGRESSION

COLLECTIVE INFERENCING

EGONETS

BIGRAPHS

NOTES

CHAPTER 7 Analytics: Putting It All to Work

BACKTESTING ANALYTICAL MODELS

Backtesting Classifi cation Models

Backtesting Regression Models

Backtesting Clustering Models

Developing a Backtesting Framework

BENCHMARKING

DATA QUALITY

SOFTWARE

PRIVACY

MODEL DESIGN AND DOCUMENTATION

CORPORATE GOVERNANCE

NOTES

CHAPTER 8 Example Applications

CREDIT RISK MODELING

FRAUD DETECTION

NET LIFT RESPONSE MODELING

CHURN PREDICTION

Churn Prediction Models

Churn Prediction Process

RECOMMENDER SYSTEMS

Collaborative Filtering

Content‐Based Filtering

Demographic Filtering

Knowledge-Based Filtering

Hybrid Filtering

Evaluation of Recommender Systems

Examples

WEB ANALYTICS

Web Data Collection

Web KPIs

Turning Web KPIs into Actionable Insights

Navigation Analysis

Search Engine Marketing Analytics

A/B and Multivariate Testing

SOCIAL MEDIA ANALYTICS

Social Networking Sites: B2B Advertisement Tools

Sentiment Analysis

Network Analytics

BUSINESS PROCESS ANALYTICS

Process Intelligence

Process Mining and Analytics

Coming Full Circle: Integrating with Data Analytics

NOTES

About the Author

INDEX

Analytics in a Big Data World

Wiley & SAS Business Series The Wiley & SAS Business Series presents books that help senior‐level managers with their critical management decisions. Titles in the Wiley & SAS Business Series include: Activity‐Based Management for Financial Institutions: Driving Bottom‐ Line Results by Brent Bahnub Bank Fraud: Using Technology to Combat Losses by Revathi Subramanian Big Data Analytics: Turning Big Data into Big Money by Frank Ohlhorst Branded! How Retailers Engage Consumers with Social Media and Mobil- ity by Bernie Brennan and Lori Schafer Business Analytics for Customer Intelligence by Gert Laursen Business Analytics for Managers: Taking Business Intelligence beyond Reporting by Gert Laursen and Jesper Thorlund The Business Forecasting Deal: Exposing Bad Practices and Providing Practical Solutions by Michael Gilliland Business Intelligence Applied: Implementing an Effective Information and Communications Technology Infrastructure by Michael Gendron Business Intelligence in the Cloud: Strategic Implementation Guide by Michael S. Gendron Business Intelligence Success Factors: Tools for Aligning Your Business in the Global Economy by Olivia Parr Rud CIO Best Practices: Enabling Strategic Value with Information Technology, second edition by Joe Stenzel Connecting Organizational Silos: Taking Knowledge Flow Management to the Next Level with Social Media by Frank Leistner Credit Risk Assessment: The New Lending System for Borrowers, Lenders, and Investors by Clark Abrahams and Mingyuan Zhang

Credit Risk Scorecards: Developing and Implementing Intelligent Credit Scoring by Naeem Siddiqi The Data Asset: How Smart Companies Govern Their Data for Business Success by Tony Fisher Delivering Business Analytics: Practical Guidelines for Best Practice by Evan Stubbs Demand‐Driven Forecasting: A Structured Approach to Forecasting, Sec- ond Edition by Charles Chase Demand‐Driven Inventory Optimization and Replenishment: Creating a More Effi cient Supply Chain by Robert A. Davis The Executive’s Guide to Enterprise Social Media Strategy: How Social Net- works Are Radically Transforming Your Business by David Thomas and Mike Barlow Economic and Business Forecasting: Analyzing and Interpreting Econo- metric Results by John Silvia, Azhar Iqbal, Kaylyn Swankoski, Sarah Watt, and Sam Bullard Executive’s Guide to Solvency II by David Buckham, Jason Wahl, and Stuart Rose I Fair Lending Compliance: Intelligence and Implications for Credit Risk Management by Clark R. Abrahams and Mingyuan Zhang t Foreign Currency Financial Reporting from Euros to Yen to Yuan: A Guide to Fundamental Concepts and Practical Applications by Robert Rowan Health Analytics: Gaining the Insights to Transform Health Care by Jason Burke Heuristics in Analytics: A Practical Perspective of What Infl uences Our Analytical World by Carlos Andre Reis Pinheiro and Fiona McNeill d Human Capital Analytics: How to Harness the Potential of Your Organiza- tion’s Greatest Asset by Gene Pease, Boyce Byerly, and Jac Fitz‐enz t Implement, Improve and Expand Your Statewide Longitudinal Data Sys- tem: Creating a Culture of Data in Education by Jamie McQuiggan and Armistead Sapp Information Revolution: Using the Information Evolution Model to Grow Your Business by Jim Davis, Gloria J. Miller, and Allan Russell

Killer Analytics: Top 20 Metrics Missing from Your Balance Sheet by Mark Brown t Manufacturing Best Practices: Optimizing Productivity and Product Qual- ity by Bobby Hull Marketing Automation: Practical Steps to More Effective Direct Marketing by Jeff LeSueur Mastering Organizational Knowledge Flow: How to Make Knowledge Sharing Work by Frank Leistner k The New Know: Innovation Powered by Analytics by Thornton May Performance Management: Integrating Strategy Execution, Methodologies, Risk, and Analytics by Gary Cokins Predictive Business Analytics: Forward‐Looking Capabilities to Improve Business Performance by Lawrence Maisel and Gary Cokins Retail Analytics: The Secret Weapon by Emmett Cox Social Network Analysis in Telecommunications by Carlos Andre Reis Pinheiro Statistical Thinking: Improving Business Performance, second edition by Roger W. Hoerl and Ronald D. Snee Taming the Big Data Tidal Wave: Finding Opportunities in Huge Data Streams with Advanced Analytics by Bill Franks Too Big to Ignore: The Business Case for Big Data by Phil Simon The Value of Business Analytics: Identifying the Path to Profi tability by Evan Stubbs Visual Six Sigma: Making Data Analysis Lean by Ian Cox, Marie A. Gaudard, Philip J. Ramsey, Mia L. Stephens, and Leo Wright Win with Advanced Business Analytics: Creating Business Value from Your Data by Jean Paul Isson and Jesse Harriott For more information on any of the above titles, please visit www .wiley.com .

Analytics in a Big Data World The Essential Guide to Data Science and Its Applications Bart Baesens

Cover image: ©iStockphoto/vlastos Cover design: Wiley Copyright © 2014 by Bart Baesens. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifi cally disclaim any implied warranties of merchantability or fi tness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profi t or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley publishes in a variety of print and electronic formats and by print-on- demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com. 1 online resource. — (Wiley & SAS business series) Library of Congress Cataloging-in-Publication Data: Baesens, Bart. Analytics in a big data world : the essential guide to data science and its applications / Bart Baesens. Description based on print version record and CIP data provided by publisher; resource not viewed. ISBN 978-1-118-89270-1 (cloth) 1. Big data. 2. Management—Statistical methods. 3. Management—Data processing. 4. Decision making—Data processing. HD30.215 658.4’038 dc23 ISBN 978-1-118-89271-8 (ebk); ISBN 978-1-118-89274-9 (ebk); I. Title. Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 2014004728

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