Tag: Analytics

Web Analytics using R , Google Analytics and TS Forecasting

This is a continuation of the previous post on using Google Analytics .

Now that we have downloaded and plotted the data- we try and fit time series to the website data to forecast future traffic.

Some observations-

1) Google Analytics has 0 predictive analytics, it is just descriptive analytics and data visualization models (including the recent social analytics). However you can very well add in basic TS function using R to the GA API.

Why do people look at Website Analytics? To know today’s traffic and derive insights for the Future

2) Web Data clearly follows a 7 day peak and trough for weekly effects (weekdays and weekends), this is also true for hourly data …and this can be used for smoothing historic web data for future forecast.

3) On an advanced level, any hugely popular viral posts can be called a level shift (not drift) and accoringly dampened.

Test and Control!

Similarly using ARIMAX, we can factor in quantity and tag of posts as X regressor variables.

and now the code-( dont laugh at the simplicity please, I am just tinkering and playing with data here!)

You need to copy and paste the code at the bottom of   this post  http://www.decisionstats.com/using-google-analytics-with-r/ if you want to download your GA data down first.

Note I am using lubridate ,forecast and timeSeries packages in this section.

#Plotting the Traffic  plot(ga.data$data[,2],type="l") 

library(timeSeries)
library(forecast)

#Using package lubridate to convert character dates into time
library(lubridate)
ga.data$data[,1]=ymd(ga.data$data[,1])
ls()
dataset1=ga.data$data
names(dataset1) <- make.names(names(dataset1))
str(dataset1)
head(dataset1)
dataset2 <- ts(dataset1$ga.visitors,start=0,frequency = frequency(dataset1$ga.visitors), names=dataset1$ga.date)
str(dataset2)
head(dataset2)
ts.test=dataset2[1:200]
ts.control=dataset2[201:275]

 #Note I am splitting the data into test and control here

fitets=ets(ts.test)
plot(fitets)
testets=ets(ts.control,model=fitets)
accuracy(testets)
plot(testets)
spectrum(ts.test,method='ar')
decompose(ts.test)

library("TTR")
bb=SMA(dataset2,n=7)#We are doing a simple moving average for every 7 days. Note this can be 24 hrs for hourly data, or 30 days for daily data for month # 

to month comparison or 12 months for annual
#We notice that Web Analytics needs sommethening for every 7 thday as there is some relation to traffic on weekedays /weekends /same time last week
head(dataset2,40)
head(bb,40)

par(mfrow=c(2,1))
plot(bb,type="l",main="Using Seven Day Moving Average for Web Visitors")
plot(dataset2,main="Original Data")

Created by Pretty R at inside-R.org

Though I still wonder why the R query, gA R code /package could not be on the cloud (why it  needs to be downloaded)– cloud computing Gs?

Also how about adding some MORE predictive analytics to Google Analytics, chaps!

To be continued-

auto.arima() and forecasts!!!

cross validations!!!

and adapting the idiosyncratic periods and cycles  of web analytics to time series !!

Using Google Analytics with R

Some code to read in data from Google Analytics data. Some modifications include adding the SSL authentication code and modifying (in bold) the table.id parameter to choose correct website from a GA profile with many websites

The Google Analytics Package files can be downloaded from http://code.google.com/p/r-google-analytics/downloads/list

It provides access to Google Analytics data natively from the R Statistical Computing programming language. You can use this library to retrieve an R data.frame with Google Analytics data. Then perform advanced statistical analysis, like time series analysis and regressions.

Supported Features

  • Access to v2 of the Google Analytics Data Export API Data Feed
  • A QueryBuilder class to simplify creating API queries
  • API response is converted directly into R as a data.frame
  • Library returns the aggregates, and confidence intervals of the metrics, dynamically if they exist
  • Auto-pagination to return more than 10,000 rows of information by combining multiple data requests. (Upper Limit 1M rows)
  • Authorization through the ClientLogin routine
  • Access to all the profiles ids for the authorized user
  • Full documentation and unit tests
Code-

> library(XML)

>

> library(RCurl)

Loading required package: bitops

>

> #Change path name in the following to the folder you downloaded the Google Analytics Package

>

> source(“C:/Users/KUs/Desktop/CANADA/R/RGoogleAnalytics/R/RGoogleAnalytics.R”)

>

> source(“C:/Users/KUs/Desktop/CANADA/R/RGoogleAnalytics/R/QueryBuilder.R”)

> # download the file needed for authentication

> download.file(url=”http://curl.haxx.se/ca/cacert.pem&#8221;, destfile=”cacert.pem”)

trying URL ‘http://curl.haxx.se/ca/cacert.pem&#8217; Content type ‘text/plain’ length 215993 bytes (210 Kb) opened

URL downloaded 210 Kb

>

> # set the curl options

> curl <- getCurlHandle()

> options(RCurlOptions = list(capath = system.file(“CurlSSL”, “cacert.pem”,

+ package = “RCurl”),

+ ssl.verifypeer = FALSE))

> curlSetOpt(.opts = list(proxy = ‘proxyserver:port’), curl = curl)

An object of class “CURLHandle” Slot “ref”: <pointer: 0000000006AA2B70>

>

> # 1. Create a new Google Analytics API object

>

> ga <- RGoogleAnalytics()

>

> # 2. Authorize the object with your Google Analytics Account Credentials

>

> ga$SetCredentials(“USERNAME”, “PASSWORD”)

>

> # 3. Get the list of different profiles, to help build the query

>

> profiles <- ga$GetProfileData()

>

> profiles #Error Check to See if we get the right website

$profile AccountName ProfileName TableId

1 dudeofdata.com dudeofdata.com ga:44926237

2 knol.google.com knol.google.com ga:45564890

3 decisionstats.com decisionstats.com ga:46751946

$total.results

total.results

1 3

>

> # 4. Build the Data Export API query

>

> #Modify the start.date and end.date parameters based on data requirements

>

> #Modify the table.id at table.id = paste(profiles$profile[X,3]) to get the X th website in your profile

> # 4. Build the Data Export API query

> query <- QueryBuilder() > query$Init(start.date = “2012-01-09”, + end.date = “2012-03-20”, + dimensions = “ga:date”,

+ metrics = “ga:visitors”,

+ sort = “ga:date”,

+ table.id = paste(profiles$profile[3,3]))

>

>

> #5. Make a request to get the data from the API

>

> ga.data <- ga$GetReportData(query)

[1] “Executing query: https://www.google.com/analytics/feeds/data?start-date=2012%2D01%2D09&end-date=2012%2D03%2D20&dimensions=ga%3Adate&metrics=ga%3Avisitors&sort=ga%3Adate&ids=ga%3A46751946&#8221;

>

> #6. Look at the returned data

>

> str(ga.data)

List of 3

$ data :’data.frame’: 72 obs. of 2 variables: ..

$ ga:date : chr [1:72] “20120109” “20120110” “20120111” “20120112” … ..

$ ga:visitors: num [1:72] 394 405 381 390 323 47 169 67 94 89 …

$ aggr.totals :’data.frame’: 1 obs. of 1 variable: ..

$ aggregate.totals: num 28348

$ total.results: num 72

>

> head(ga.data$data)

ga:date ga:visitors

1 20120109 394

2 20120110 405

3 20120111 381

4 20120112 390

5 20120113 323

6 20120114 47 >

> #Plotting the Traffic >

> plot(ga.data$data[,2],type=”l”)

Update- Some errors come from pasting Latex directly to WordPress. Here is some code , made pretty-r in case you want to play with the GA api

library(XML)

library(RCurl)

#Change path name in the following to the folder you downloaded the Google Analytics Package 

source("C:/Users/KUs/Desktop/CANADA/R/RGoogleAnalytics/R/RGoogleAnalytics.R")

source("C:/Users/KUs/Desktop/CANADA/R/RGoogleAnalytics/R/QueryBuilder.R")
# download the file needed for authentication
download.file(url="http://curl.haxx.se/ca/cacert.pem", destfile="cacert.pem")

# set the curl options
curl <- getCurlHandle()
options(RCurlOptions = list(capath = system.file("CurlSSL", "cacert.pem",
package = "RCurl"),
ssl.verifypeer = FALSE))
curlSetOpt(.opts = list(proxy = 'proxyserver:port'), curl = curl)

# 1. Create a new Google Analytics API object 

ga <- RGoogleAnalytics()

# 2. Authorize the object with your Google Analytics Account Credentials 

ga$SetCredentials("ohri2007@gmail.com", "XXXXXXX")

# 3. Get the list of different profiles, to help build the query

profiles <- ga$GetProfileData()

profiles #Error Check to See if we get the right website

# 4. Build the Data Export API query 

#Modify the start.date and end.date parameters based on data requirements 

#Modify the table.id at table.id = paste(profiles$profile[X,3]) to get the X th website in your profile 
# 4. Build the Data Export API query
query <- QueryBuilder()
query$Init(start.date = "2012-01-09",
                   end.date = "2012-03-20",
                   dimensions = "ga:date",
                   metrics = "ga:visitors",
                   sort = "ga:date",
                   table.id = paste(profiles$profile[3,3]))

#5. Make a request to get the data from the API 

ga.data <- ga$GetReportData(query)

#6. Look at the returned data 

str(ga.data)

head(ga.data$data)

#Plotting the Traffic 

plot(ga.data$data[,2],type="l")

Created by Pretty R at inside-R.org

Teradata updates Teradata-R

The Teradata add-on package for R

teradataR is a package or library that allows R users to easily connect to Teradata, establish data frames (R data formats) to Teradata and to call in-database analytic functions within Teradata.  This allows R users to work within their R console environment while leveraging the in-database functions developed with Teradata Warehouse Miner. This package provides 44 different analytical functions and an additional 20 data connection and R infrastructure functions.  In addition, we’ve added a function that will list the stored procedures within Teradata provide the capability to call functions from R.

  • 20 Functions to enable R infrastructure to operate with Teradata
  • tdConnect – Connect to Teradata via ODBC
  • Td.data.frame – Establish data frame connections to a Teradata table
  • 44 in-database analytical functions callable from R.  Sample of the functions include:
  • Descriptive statistics: Overlap, histogram, frequency, statistics, matrix functions, and values analysis
  • Reorganization functions: join, merge and samples
  • Transformations: bincode, recode, rescale, sigmoid, zscore and null replacement
  • K-Means clustering and Score K-Means
  • Statistical tests: ks, dagostino.pearson, shapiro.wilk, bionomial, and wilcoxon
  • R language features nrow, ncol, min, max, summary, as.dataframe, and dim
  • Tool and R functions that allow users to create their own custom analytic functions that’s callable by R.
  • Teradata Warehouse Miner can capture any analytic stream including UDFs and create a stored procedure
    • Analytic process to create new derived predictive variables can be captured as a stored procedure.
    • Entire process to create or update an analytical data set can be captured as a stored procedure.
    • R function can list all the stored procedures within Teradata.
    • R function can call a stored procedure that runs in-database

TeradataR allows R users to leverage all the benefits of in-database processing with Teradata:

  • Eliminate data movement from Teradata to the R framework for key data intensive tasks.
  • Leverage the speed of Teradata database’s parallel processing to run analytics against big data.
  • Ability to operate within the R console environment.
  • Embed your frequently performed tasks to run in-database.
  • R and TeradataR are free downloads.

Source- http://developer.teradata.com/applications/articles/in-database-analytics-with-teradata-r

This package allows users of R to interact with a Teradata database. R is an open source language for statistical computing and graphics. R provides a wide variety of statistical (linear and nonlinear modeling, classical statistical tests, time-series analysis, classification, clustering) and graphical techniques, and is highly extensible. Users can use many statistical functions directly against the Teradata system without having to extract the data into memory.

Enhancements included with this new 1.0.1 release include:

  • teradataR User Guide
  • addition of Mac OS X Package
  • addition of Red Hat Linux Package (added 2/23/12)
  • summary has been enhanced to run faster
  • JDBC support added to allow Windows or Mac users to run the package with JDBC
  • td.data.frame enhanced to allow support for manipulation to add columns and expressions
  • td.data.frame enhanced to use Teradata 14.0 Fastpath Transform Functions (see Appendix B)
  • td.tapply function added to apply a select group of functions to columns of an array

From-http://downloads.teradata.com/download/applications/teradata-r

and

A new R package for Red Hat Linux has been added to the teradataR 1.0.1 release. This new package provides the same functionality as in the previously released Windows and Mac OS X packages, but is built for Red Hat Linux. This version was built and tested on Red Hat Linux 6.2 32-bit. (The R version for Red Hat Linux is 2.14.1)

Installing this package is the same as any normal R package; just extract it into your R library area, or use the install.packagescommand with the file path.

from- http://developer.teradata.com/tag/r

and

With plenty of prolific and enthusiastic developers, the number of packages for R is expected to grow tremendously. Statisticians and analysts using these packages will find innovative ways to use data to answer their research and business questions. And as organizations become more willing to rely on open-source software for mission-critical tasks, R is poised to become an essential tool for analyzing our complex world.

Source-http://www.teradatamagazine.com/v09n03/Connections/R-you-ready/

From the user guide-

http://downloads.teradata.com/download/applications/teradata-r

teradataR allows R users to easily connect to Teradata, establish td data frames (virtual R data frames) to
Teradata and to call in-database analytic functions within Teradata. This allows R users to work within their R
console environment while leveraging the in-database functions

A Function List
teradataR-package  Allow access to Teradata via R
as.data.frame.td.data.frame Convert td data frame to a data frame
as.td.data.frame Coerce to a td data frame
dim.td.data.frame Dimensions of a td data frame
hist.td.data.frame Histograms
Is.td.data.frame Is an Object a Teradata Data Frame
Is.td.expression Is an Object a Teradata Expression
mean.td.data.frame Arithmetic Mean
median.td.data.frame Median Value
min.td.data.frame Minima
predict.kmeans Kmeans Model Prediction
print.td.data.frame Show contents of a td data frame
sum.td.data.frame Sum of column
summary.td.data.frame Summary of Teradata Data Frame
Td.bincode Create Table of Bincode Values
Td.binomial Binomial Test
Td.binomialsign Binomial Sign Test
Td.call.sp Locate and call stored procedure
Td.cor Correlation Matrix
Td.cov Covariance Matrix
Td.dagostino.pearson D’Agostino Pearson Test
Td.data.frame Teradata Data Frames
Td.f.oneway One way F Test
Td.factanal Factor Analysis
Td.freq Frequency Analysis
Td.hist Histograms
Td.join Join Tables in Teradata
Td.kmeans K-Means Clustering
Td.ks Kolmogorov Smirnov Test
Td.lilliefors Lilliefors Test
Td.merge Merge Rows of Teradata Tables
Td.mode Mode Value of Column
Td.mwnkw Mann-Whitney/Kruskal Wallis Test
Td.nullreplace Replace Null Values
Td.overlap Overlap
Td.quantiles Quantile Values
Td.rank Rank
Td.recode Recode
Td.rescale Rescale Values of Column
Td.sample Sample Rows
Td.shapiro.wilk Shapiro Wilk
Td.sigmoid Sigmoid Transformation
Td.smirnov Smirnov Test
Td.solve Solve a system of equations
Td.stats General Statistics
Td.t.paired T Test Paired
Td.t.unpaired T Test Unpaired
Td.t.unpairedi T Test – Unpaired Indicator
Td.values Values
Td.wilcoxon Wilcoxon Test
Td.zscore Zscore Transformation
tdClose Close connection
tdConnect Connect to Teradata database
tdMetadataDB Set metadata database
tdQuery Query Teradata Database
teradataR Allow access to Teradata via R
[.td.data.frame Extract Teradata Data Frame
[<-.td.data.frame Replace value of Teradata Data Frame

Teradata Analytics

A recent announcement showing Teradata partnering with KXEN and Revolution Analytics for Teradata Analytics.

http://www.teradata.com/News-Releases/2012/Teradata-Expands-Integrated-Analytics-Portfolio/

The Latest in Open Source Emerging Software Technologies
Teradata provides customers with two additional open source technologies – “R” technology from Revolution Analytics for analytics and GeoServer technology for spatial data offered by the OpenGeo organization – both of which are able to leverage the power of Teradata in-database processing for faster, smarter answers to business questions.

In addition to the existing world-class analytic partners, Teradata supports the use of the evolving “R” technology, an open source language for statistical computing and graphics. “R” technology is gaining popularity with data scientists who are exploiting its new and innovative capabilities, which are not readily available. The enhanced “R add-on for Teradata” has a 50 percent performance improvement, it is easier to use, and its capabilities support large data analytics. Users can quickly profile, explore, and analyze larger quantities of data directly in the Teradata Database to deliver faster answers by leveraging embedded analytics.

Teradata has partnered with Revolution Analytics, the leading commercial provider of “R” technology, because of customer interest in high-performing R applications that deliver superior performance for large-scale data. “Our innovative customers understand that big data analytics takes a smart approach to the entire infrastructure and we will enable them to differentiate their business in a cost-effective way,” said David Rich, chief executive officer, Revolution Analytics. “We are excited to partner with Teradata, because we see great affinity between Teradata and Revolution Analytics – we embrace parallel computing and the high performance offered by multi-core and multi-processor hardware.”

and

The Teradata Data Lab empowers business users and leading analytic partners to start building new analytics in less than five minutes, as compared to waiting several weeks for the IT department’s assistance.

“The Data Lab within the Teradata database provides the perfect foundation to enable self-service predictive analytics with KXEN InfiniteInsight,” said John Ball, chief executive officer, KXEN. “Teradata technologies, combined with KXEN’s automated modeling capabilities and in-database scoring, put the power of predictive analytics and data mining directly into the hands of business users. This powerful combination helps our joint customers accelerate insight by delivering top-quality models in orders of magnitude faster than traditional approaches.”

Read more at

http://www.sacbee.com/2012/03/06/4315500/teradata-expands-integrated-analytics.html

Interview Prof Benjamin Alamar , Sports Analytics

Here is an interview with Prof Benjamin Alamar, founding editor of the Journal of Quantitative Analysis in Sport, a professor of sports management at Menlo College and the Director of Basketball Analytics and Research for the Oklahoma City Thunder of the NBA.

Ajay – The movie Moneyball recently sparked out mainstream interest in analytics in sports.Describe the role of analytics in sports management

Benjamin- Analytics is impacting sports organizations on both the sport and business side.
On the Sport side, teams are using analytics, including advanced data management, predictive anlaytics, and information systems to gain a competitive edge. The use of analytics results in more accurate player valuations and projections, as well as determining effective strategies against specific opponents.
On the business side, teams are using the tools of analytics to increase revenue in a variety of ways including dynamic ticket pricing and optimizing of the placement of concession stands.
Ajay-  What are the ways analytics is used in specific sports that you have been part of?

Benjamin- A very typical first step for a team is to utilize the tools of predictive analytics to help inform their draft decisions.

Ajay- What are some of the tools, techniques and software that analytics in sports uses?
Benjamin- The tools of sports analytics do not differ much from the tools of business analytics. Regression analysis is fairly common as are other forms of data mining. In terms of software, R is a popular tool as is Excel and many of the other standard analysis tools.
Ajay- Describe your career journey and how you became involved in sports management. What are some of the tips you want to tell young students who wish to enter this field?

Benjamin- I got involved in sports through a company called Protrade Sports. Protrade initially was a fantasy sports company that was looking to develop a fantasy game based on advanced sports statistics and utilize a stock market concept instead of traditional drafting. I was hired due to my background in economics to develop the market aspect of the game.

There I met Roland Beech (who now works for the Mavericks) and Aaron Schatz (owner of footballoutsiders.com) and learned about the developing field of sports statistics. I then changed my research focus from economics to sports statistics and founded the Journal of Quantitative Analysis in Sports. Through the journal and my published research, I was able to establish a reputation of doing quality, useable work.

For students, I recommend developing very strong data management skills (sql and the like) and thinking carefully about what sort of questions a general manager or coach would care about. Being able to demonstrate analytic skills around actionable research will generally attract the attention of pro teams.

About-

Benjamin Alamar, Professor of Sport Management, Menlo College

Benjamin Alamar

Professor Benjamin Alamar is the founding editor of the Journal of Quantitative Analysis in Sport, a professor of sports management at Menlo College and the Director of Basketball Analytics and Research for the Oklahoma City Thunder of the NBA. He has published academic research in football, basketball and baseball, has presented at numerous conferences on sports analytics. He is also a co-creator of ESPN’s Total Quarterback Rating and a regular contributor to the Wall Street Journal. He has consulted for teams in the NBA and NFL, provided statistical analysis for author Michael Lewis for his recent book The Blind Side, and worked with numerous startup companies in the field of sports analytics. Professor Alamar is also an award winning economist who has worked academically and professionally in intellectual property valuation, public finance and public health. He received his PhD in economics from the University of California at Santa Barbara in 2001.

Prof Alamar is a speaker at Predictive Analytics World, San Fransisco and is doing a workshop there

http://www.predictiveanalyticsworld.com/sanfrancisco/2012/agenda.php#day2-17

2:55-3:15pm

All level tracks Track 1: Sports Analytics
Case Study: NFL, MLB, & NBA
Competing & Winning with Sports Analytics

The field of sports analytics ties together the tools of data management, predictive modeling and information systems to provide sports organization a competitive advantage. The field is rapidly developing based on new and expanded data sources, greater recognition of the value, and past success of a variety of sports organizations. Teams in the NFL, MLB, NBA, as well as other organizations have found a competitive edge with the application of sports analytics. The future of sports analytics can be seen through drawing on these past successes and the developments of new tools.

You can know more about Prof Alamar at his blog http://analyticfootball.blogspot.in/ or journal at http://www.degruyter.com/view/j/jqas. His detailed background can be seen at http://menlo.academia.edu/BenjaminAlamar/CurriculumVitae

Predictive Models Ain’t Easy to Deploy

 

This is a guest blog post by Carole Ann Matignon of Sparkling Logic. You can see more on Sparkling Logic at http://my.sparklinglogic.com/

Decision Management is about combining predictive models and business rules to automate decisions for your business. Insurance underwriting, loan origination or workout, claims processing are all very good use cases for that discipline… But there is a hiccup… It ain’t as easy you would expect…

What’s easy?

If you have a neat model, then most tools would allow you to export it as a PMML model – PMML stands for Predictive Model Markup Language and is a standard XML representation for predictive model formulas. Many model development tools let you export it without much effort. Many BRMS – Business rules Management Systems – let you import it. Tada… The model is ready for deployment.

What’s hard?

The problem that we keep seeing over and over in the industry is the issue around variables.

Those neat predictive models are formulas based on variables that may or may not exist as is in your object model. When the variable is itself a formula based on the object model, like the min, max or sum of Dollar amount spent in Groceries in the past 3 months, and the object model comes with transaction details, such that you can compute it by iterating through those transactions, then the problem is not “that” big. PMML 4 introduced some support for those variables.

The issue that is not easy to fix, and yet quite frequent, is when the model development data model does not resemble the operational one. Your Data Warehouse very likely flattened the object model, and pre-computed some aggregations that make the mapping very hard to restore.

It is clearly not an impossible project as many organizations do that today. It comes with a significant overhead though that forces modelers to involve IT resources to extract the right data for the model to be operationalized. It is a heavy process that is well justified for heavy-duty models that were developed over a period of time, with a significant ROI.

This is a show-stopper though for other initiatives which do not have the same ROI, or would require too frequent model refresh to be viable. Here, I refer to “real” model refresh that involves a model reengineering, not just a re-weighting of the same variables.

For those initiatives where time is of the essence, the challenge will be to bring closer those two worlds, the modelers and the business rules experts, in order to streamline the development AND deployment of analytics beyond the model formula. The great opportunity I see is the potential for a better and coordinated tuning of the cut-off rules in the context of the model refinement. In other words: the opportunity to refine the strategy as a whole. Very ambitious? I don’t think so.

About Carole Ann Matignon

http://my.sparklinglogic.com/index.php/company/management-team

Carole-Ann Matignon Print E-mail

Carole-Ann MatignonCarole-Ann Matignon – Co-Founder, President & Chief Executive Officer

She is a renowned guru in the Decision Management space. She created the vision for Decision Management that is widely adopted now in the industry.  Her claim to fame is managing the strategy and direction of Blaze Advisor, the leading BRMS product, while she also managed all the Decision Management tools at FICO (business rules, predictive analytics and optimization). She has a vision for Decision Management both as a technology and a discipline that can revolutionize the way corporations do business, and will never get tired of painting that vision for her audience.  She speaks often at Industry conferences and has conducted university classes in France and Washington DC.

She started her career building advanced systems using all kinds of technologies — expert systems, rules, optimization, dashboarding and cubes, web search, and beta version of database replication. At Cleversys (acquired by Kurt Salmon & Associates), she also conducted strategic consulting gigs around change management.

While playing with advanced software components, she found a passion for technology and joined ILOG (acquired by IBM). She developed a growing interest in Optimization as well as Business Rules. At ILOG, she coined the term BRMS while brainstorming with her Sales counterpart. She led the Presales organization for Telecom in the Americas up until 2000 when she joined Blaze Software (acquired by Brokat Technologies, HNC Software and finally FICO).

Her 360-degree experience allowed her to gain appreciation for all aspects of a software company, giving her a unique perspective on the business. Her technical background kept her very much in touch with technology as she advanced.