The world of Predictive Analytics: It's back

PAWS 2009 is back with a slam dunk line up of sponsors, and keynote speakers.

The deadline for early bord registration ends on Sept 4.

What’s holding you back?

Predictive Analytics World Fall 2009

Includes breakfasts, lunches, priceless networking during coffee breaks, the PAW Reception, and full access to program sessions and sponsor expositions.

Early Bird Price
(July 1 – Sept 4)
Regular     Price

Two Day Pass
(Oct 20-21)

$1390 $1590

Predictive Modeling Methods Workshop
(Oct 22)

$795 $895

Putting Predictive Analytics to Work
(Oct 19)

$795 $895

Hands-On Predictive Analytics
(Oct 19)

$795 $895


Disclaimer- I have no monetary transactions with PAW conference but as a blog partner get access to interviews , book review or content.

Interview Charlie Berger Oracle Data Mining

Here is an interview with Charlie Berger, Oracle Data Mining Product Management. Oracle is a company much respected for its ability to handle and manage data, and with it’s recent acquisition of Sun- has now considerable software and financial muscle to take the world of data mining to the next generation.

Ajay- Describe your career in data mining so far from college, jobs, assignments and projects. How would you convince high school students to take up science careers?

Charlie- In my family, we were all encouraged to pursue science and technical fields. My Dad was a Mechanical Engineer and all my siblings are in scientific and medical fields. Early on, I had narrowed my career choices to engineering or medicine; the question when I left for college was which kind. My Freshman Engineering exposed students to 6 weeks of the curriculum for each of the engineering disciplines. I found myself drawn to the field of Operations Research and Industrial Engineering. I liked the applied math and problem solving aspects. While not everyone has an aptitude or an interest in Math or the Sciences, if you do, it can be a fascinating field.

Ajay- Please tell us some technical stuff about Oracle Data Mining and Oracle Data Miner products. How do they compare with other products notably from SAS and SPSS? What is unique in Oracle’s suite of data mining products- and some market share numbers to back these please?

Charlie- Oracle doesn’t share product level revenue numbers. I can say that Oracle is changing the analytics industry. Ten years ago, when Oracle acquired the assets of Thinking Machines, we shared a vision that over time, as the volumes of data expand, at some point, you reach a point where you have to ask whether it makes more sense to “move the data to the algorithms” or to “move the algorithms to the data”. Obviously, you can see the direction that Oracle pursued. Now after 10 years of investing in in-database analytics, we have 50+ statistical techniques and 12 machine learning algorithms running natively inside the kernel of the Oracle Database. Essentially, we have transformed the database to become an analytical database. Today, you now see the traditional statistical software vendors announcing partnering initiatives for in-database processing or in the case of IBM, acquiring SPSS. Oracle pioneered the concept of using a relational database to not only store data, but to analyze it too. Moving forward, I think that we are close to the tipping point where in-database analytics are accepted as the winning IT architecture.

This trend towards moving the analytics to where the data are stored makes a lot of sense for many reasons. First, you don’t have to move the data. You don’t have to have copies of the data in external analytical sandboxes where it open to security risks and over time, becomes more aged and irrelevant.

I know of one major e-tailor who constantly experiments by randomly showing web visitors either offers “A” or a new experimental offer “B”. They would export massive amounts of data to SAS afterwards to perform simple statistical analyses. First, they would calculate the median purchase amounts for the duration of the experiment for customers who were shown both offers. Then, they would perform a t-test hypothesis test to determine whether a statistically valid monetary advantage could be gained. If offer “B” were outperforming offer “A”, the e-tailor would Continue reading “Interview Charlie Berger Oracle Data Mining”

Interview Terri Rylander Advanced Marketing Collateral BI

Here is an interview with the fabulous Terri Rylander, innovative and creative Business Intelligence marketing consultant and the principal of Advanced Marketing Collateral . As the BI marketing wars heat up, cost pressures on optimize marketing ROI and emerging marketing channels will lead to a trend in which BI vendors would choose the best resources not just the in-house resources. Marketing communication remain the un-sung heroes of Business Intelligence with all the glamour and focus on the techies- who surprisingly are now building more and more similar algorthms. Design in user interfaces and creativity in marketing could be a new tool in marketing Business Intelligence.

Ajay- Explain briefly what it is you do in the business intelligence space.
I am a freelance writer creating marketing material for BI vendors. I create case studies, white papers, brochures, articles, web content and short copy like e-mails and postcards. Because I’m still a techie girl at heart, I also design and develop websites including WordPress customization which is quite popular now.

Ajay- How did you come to specialize in marketing for BI?
In the late ‘90s I went to work as a web developer for a large telecommunication company. In just a few years, I began managing the development group. Then I was asked to come to a young wireless company and manage their reporting group. After building out a solid enterprise reporting system (that still stands today), I went after a more holistic approach to reporting and analysis and created one of the first BICCs (business intelligence competency centers) in the country. Our group managed the oversight of the entire BI program including strategy, training, data quality, end user support, and BI communications. After some shifting in the winds, I knew it was time to move on.
In looking for that next “thing” I did a fair amount of soul searching. I knew I wanted a career that was both flexible and portable. I thought, “Why not use my experience in BI to create the very things I had consumed as a customer?” That’s when Advanced Marketing Collateral was born.

Ajay- How do you see the BI market place changing?
I guess that’s part of why I’ve been drawn to the BI field all these years. It just continues to change and improve. Just when you think they’ve done it all, a totally new concept emerges. However, I don’t envy the vendors. The competition is always at your heels. It seems like all the vendors have a solution for every industry or business line (though not so much for the emerging corporate sustainability area). Vendors have to continually experiment with new features and directions. Some will succeed and others will fail. It’s increasingly important and now even easier to communicate with both potential and existing customers, letting them know where you’re going and why, getting feedback, and just getting them to know more about the personality of your company. This can create such a strong bond.

Ajay- So how has that changed the way vendors should market their BI products?
It used to be you took out ads in the various BI publications, published and sent 12 page white papers, put up a website with technical descriptions for your products, and sent your sales force off to do “dog-and-pony” shows at prospective customer sites. Most of that is still valid, but Continue reading “Interview Terri Rylander Advanced Marketing Collateral BI”

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