gavin russell-rockliff bi technical specialist microsoft bin305
TRANSCRIPT
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Taking Your Application Design to the Next Level with Data Mining
Gavin Russell-RockliffBI Technical SpecialistMicrosoftBIN305
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Please Raise Your Hand If You’ve Ever…
<… Put a Party Reference Here… >Attended a Statistics Lecture ??Got a Statistics Degree ??Used SQL Server Data Mining ??
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Agenda
Data Mining – What is it?Data Mining – How do we do it?Demonstrations
VisualisationReportingETLApplication
Q&A
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Data Mining – What Is It?
According to EncartaNoun“Search for Hidden Information”“The locating of previously unknown patterns and relationships within data”
Server-Driven DiscoveryUses a combination of statistics, probability analysis and database technologies
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DM Enables Predictive Analysis
Predictive Analysis
Presentation Exploration Discovery
Passive
Interactive
Proactive
Business Insight
Canned reporting
Ad-hoc reporting
OLAP
Data mining
Role of Software
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Business Scenarios
Forecasting sales
Churn Analysis
Detecting fraud or invalid data
Targeting promotions
Cross-selling
Determine Business Drivers
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Our End-to-End BI Offering
END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS
BI PLATFORM (RDBMS, ETL, OLAP, Reporting)
DELIVERY
Mainframe/ Departmental Systems
The Big Picture
SQL Server Reporting Services
SQL Server Analysis Services
SQL Server DBMS
SQL Server Integration Services
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Our End-to-End BI Offering
END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS
BI PLATFORM (RDBMS, ETL, OLAP, Reporting)
DELIVERY
The Big Picture
SQL Server Analysis Services
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SQL Server™ 2008 Data MiningKey Drivers
Keep Development SimpleRetain Full Suite of AlgortihmsManage Large VolumesAllow for Integration
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SQL Server™ 2008 AlgorithmsMicrosoft Naïve Bayes
Quick and approachable algorithmUsed for classification
Microsoft Decision TreesPopular data mining techniqueUsed for classification, regression and association
Microsoft Linear RegressionFinds the best possible straight line through a series of pointsUsed for prediction analysis
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SQL Server™ 2008 AlgorithmsContinued
Microsoft Neural NetworkMore sophisticated than Decision Trees and Naïve Bayes, this algorithm can explore extremely complex scenariosUsed for classification and regression tasks
Microsoft Logistic RegressionA particular case of the Neural Network algorithm
Microsoft ClusteringFinds natural groupings inside dataSupports segmentation and anomaly detection tasks
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SQL Server™ 2008 AlgorithmsContinued
Microsoft Sequence ClusteringGroups a sequence of discrete events into natural groups based on similarity
Microsoft Time SeriesUsed to predict future values from a time seriesHas been improved in SQL Server 2008 to produce more accurate long-term forecasts
Microsoft Association RulesCommonly supports market basket analysis to learn what products are purchased together
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Data Mining Algorithm Usage
What is your task?Predict Variable
•Naïve Bayes•Decision Trees•Neural Network•Logistic Regression
Predict Value
•Decision Trees•Linear Regression•Neural Network•Logistic Regression
Marketing Cluster
•Clustering
Forecast Value
•Time Series
Associate
•Association Rules•Decision Trees
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Data Mining Process
Define the ProblemData PreperationModel Validation
AccuracyReliabilityUsefulness
Model Visualisation
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Describing the Data Mining Process
Design time
Process time
Query timeMining Model
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Describing the Data Mining Process
Design time
Process time
Query timeMining Model
Training Data Data Mining Engine
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Data Mining Visualization
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Model Creation + Processingdemo
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Describing the Data Mining Process
Design time
Process time
Query timeMining Model
Training Data Data Mining Engine
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Describing the Data Mining Process
Design time
Process time
Query time
Data Mining Engine
Data to PredictPredicted Data
Mining Model
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Predicting the Futuredemo
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Data Mining for the Developerdemo
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question & answer
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Related Content
Breakout Sessions
Using MDX for Enhanced Scorecards and Dashboards (BIN 307)
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Track Resources
www.sqlserverdatamining.com
www.microsoft.com/sql
twitter.com/gavinrr
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www.microsoft.com/teched
Sessions On-Demand & Community
http://microsoft.com/technet
Resources for IT Professionals
http://microsoft.com/msdn
Resources for Developers
www.microsoft.com/learning
Microsoft Certification & Training Resources
Resources
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Complete a session evaluation and enter to win!
10 pairs of MP3 sunglasses to be won
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© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS,
IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.