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Copyright © Discovery Corps, Inc., 2009
Becoming a Data Mining/
Machine Learning Practitioner…
Tim Graettingerwww.discoverycorpsinc.com
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Copyright © Discovery Corps, Inc., 2009
I was you, 24 years ago
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Copyright © Discovery Corps, Inc., 2009
Fast forward to 1989
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Copyright © Discovery Corps, Inc., 2009
Yankelovich
NeuralWare
NeuralMed Analytika
businessmodel.com
ISR
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Copyright © Discovery Corps, Inc., 2009
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Copyright © Discovery Corps, Inc., 2009
why am I here
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Copyright © Discovery Corps, Inc., 2009
“I could tell you what it’s like to be a data mining practitioner…”
“…or I could let you experience it.”
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Copyright © Discovery Corps, Inc., 2009
Catalogs
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Copyright © Discovery Corps, Inc., 2009
“Build a response model for a direct mail cataloguer…”
“…and we need to beat their in-house team.”
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Copyright © Discovery Corps, Inc., 2009
What have we got?
• 30,000 rows from a test mailing to existing customers
• 50 columns– Name, address– Demographics (some categorical)– Behaviors (RFM)– Response
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Copyright © Discovery Corps, Inc., 2009
What do we do?
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Copyright © Discovery Corps, Inc., 2009
Railroads
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Copyright © Discovery Corps, Inc., 2009
“These guys seem to be having a problem with the software…”
“…figure out what’s wrong and fix it.”
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Copyright © Discovery Corps, Inc., 2009
What have we got?
• S&P 500 Demo
Day1
Day2
Day3
Day10
Day11
30 hidden nodes
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Copyright © Discovery Corps, Inc., 2009
What do we do?
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Copyright © Discovery Corps, Inc., 2009
Magazines
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Copyright © Discovery Corps, Inc., 2009
“Build a prospect model for a financial publisher…”
“…and we need to present to the client in two weeks.”
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Copyright © Discovery Corps, Inc., 2009
What have we got?
• 1M rows from their most-recent campaign mailing
• 500 columns– Name, address– Demographics (Lots categorical)– Lifestyle– Response
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Copyright © Discovery Corps, Inc., 2009
But wait, there’s more
• At the presentation(s)– Did gender “pop”? Income? Wealth?– No, No, and No
• Model does “OK” in test mailing– Expected better
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Copyright © Discovery Corps, Inc., 2009
View of the World
UniverseCampaign
R
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Copyright © Discovery Corps, Inc., 2009
What do we do?
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Copyright © Discovery Corps, Inc., 2009
Refineries
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Copyright © Discovery Corps, Inc., 2009
“(Build a controller for a refinery process…)”
“…and start by building a model to predict the tower compositions.”
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Copyright © Discovery Corps, Inc., 2009
What have we got?
MV1
MV2
CV1
CV2
time
time
time
time
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Copyright © Discovery Corps, Inc., 2009
What do we do?
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Copyright © Discovery Corps, Inc., 2009
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Copyright © Discovery Corps, Inc., 2009
Contact Info
• Tim Graettinger, Discovery Corps, Inc.– [email protected]
m– www.discoverycorpsinc.com