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1
Cops & Robbers Las Vegas Style
Jeff Jonas, Chief Scientist, IBM Entity Analytics
Blogging at www.JeffJonas.TypePad.com
2
Background
Founded Systems Research & Development (SRD) in 1983
Moved to Las Vegas in early 90’s
Assisted gaming industry in better understanding who they were doing business with (e.g., the MIT Team)
Acquired by IBM January 2005
Now Chief Scientist of IBM Entity Analytics
3
My Living Room – December 31, 2005
4
Cheating Las Vegas
5
The “Cold” Deck : $250,000 Gone in 15 Minutes
[Video Redacted]
6
More About Corporate Amnesia
7
ProspectDatabase
EmployeeDatabase
Human Resources Department
CorporateSecurity
Department
InvestigationsDatabase
Marketing department is mailing offers to a person currently in jail for stealing from you!
MarketingDepartment
Perception Isolation … Produces Corporate Amnesia
8
Enterprise Intelligence
Requires Persistent Context
The Brain!
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For Example
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Marc R Smith123 Main St713 730 5769
M. Randal SmithDOB: 06/07/74713 731 5577
Mark Randy Smith123 Main Street713 731 5577
Prospect Database
Fraud Database
Record #A-701The Query
Record #B-9103
SensorsObservations
Consider the Query Against these Observations
11
Marc R Smith123 Main St713 730 5769
M. Randal SmithDOB: 06/07/74713 731 5577
Mark Randy Smith123 Main Street713 731 5577
The Query Record #A-701
Record #B-9103
Prospect Database
Fraud Database
SensorsObservations
Some Observations are Discoverable
12
Marc R Smith123 Main St713 730 5769
M. Randal SmithDOB: 06/07/74713 731 5577
Mark Randy Smith123 Main Street713 731 5577
The Query Record #A-701
Record #B-9103
Prospect Database
Fraud Database
SensorsObservations
Other Observables … are Undiscoverable
13
M. Randal SmithDOB: 06/07/74713 731 5577
Mark Randy Smith123 Main Street713 731 5577
FEATURES:Mark Randy Smith, M. Randal Smith
123 Main Street, 713 731 5577DOB 06/07/74
EVENTS:Internet Inquiry
Arrest
ReconstructedIdentities
If You First Construct Context (Features and Events)
SensorsObservations
Record #A-701
Record #B-9103
Prospect Database
Fraud Database
14
PersistentContext
Mark
FEATURES:Mark Randy Smith, M. Randal Smith
123 Main Street713 731 5577DOB 06/07/74
Accumulating and Persisting this Context
M. Randal SmithDOB: 06/07/74713 731 5577
Mark Randy Smith123 Main Street713 731 5577
SensorsObservations
Record #A-701
Record #B-9103
Prospect Database
Fraud Database
15
Marc R Smith123 Main St713 730 5769
Mark Randy Smith123 Main Street713 731 5577
Record #A-701
M. Randal SmithDOB: 06/07/74713 731 5577
Record #B-9103
Queries
Now the Un-discoverable …
16
Mark Randy Smith123 Main Street713 731 5577
Record #A-701
M. Randal SmithDOB: 06/07/74713 731 5577
Record #B-9103
FEATURES:Mark Randy Smith, Randal Smith
123 Main Street713 731 5577DOB 06/07/74
Persistent Context
Observations
… After Accumulating and Persisting Context …
Marc R Smith123 Main St713 730 5769
Queries
17
Marc R Smith123 Main St713 730 5769
FEATURES:Mark Randy Smith, Randal Smith
123 Main Street713 731 5577DOB 06/07/74
Mark Randy Smith123 Main Street713 731 5577
Record #A-701
M. Randal SmithDOB: 06/07/74713 731 5577
Record #B-9103
Queries Persistent Context
Observations
Enables Enterprise Discovery
18
Marc R Smith123 Main St713 730 5769
FEATURES:Mark Randy Smith, Randal Smith
123 Main Street713 731 5577DOB 06/07/74
Mark Randy Smith123 Main Street713 731 5577
Record #A-701
M. Randal SmithDOB: 06/07/74713 731 5577
Record #B-9103
Queries Persistent Context
Observations
Enables Enterprise Discovery
19
Marc R Smith123 Main St713 730 5769
The query could be: - A user with a question
Or, also could be data: - An account opening - A new watch list entry - A background check - An address change - A vendor application - A customer inquiry
Queries
EXCEPT: Always Treat Data as a Query
20
1st principle
If you do not process every new piece of key data
(perception) first like a query … then you will not know if it
matters … until someone asks.
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ProspectDatabase
EmployeeDatabase
Human Resources Department
CorporateSecurity
Department
InvestigationsDatabase
“The Data is a Query” Beats “Boil the Ocean”
Midnight Batch Analytics?
MarketingDepartment
22
Emile SwelterSan Francisco12/03/72
Mark Randy Smith123 Main Street713 731 5577
Record #A-701
M. Randal SmithDOB: 06/07/74713 731 5577
Record #B-9103
?
Queries PersistentContext
Observations
And … Any Query can be Treated as Data …
23
Mark Randy Smith123 Main Street713 731 5577
Record #A-701
M. Randal SmithDOB: 06/07/74713 731 5577
Record #B-9103
PersistentContext
ObservationsQueries
Emile SwelterSan Francisco12/03/72
… In Which Case the Query can Stick (Persist)
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PersistentContext
Notable, Stick in the Same Data Space
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Question answered when it becomes true!
Emilee Swelter321 Ovington PlaceSan Francisco03/12/72
New ObservationPersistentContext
Emile SwelterSan Francisco12/03/72
Queries
Now, New Observations Answer Persistent Queries
26
2nd principle
Treat queries like data to avoid asking every question
every day.
27
M. Randal SmithDOB: 06/07/74713 731 5577
Mark Randy Smith123 Main Street713 731 5577
ProspectDatabase
Fraud Database
Record #A-701
Record #B-9103
ObservationsPersistentContext
Mark
FEATURES:Mark Randy Smith, Randal Smith
123 Main Street713 731 5577DOB 06/07/74
Sensors
This is Context Construction (A Librarian Function)
28
M. Randal SmithDOB: 06/07/74713 731 5577
Mark Randy Smith123 Main Street713 731 5577
ProspectDatabase
Fraud Database
Record #A-701
Record #B-9103
ObservationsPersistentContext
Mark
FEATURES:Mark Randy Smith, Randal Smith
123 Main Street713 731 5577DOB 06/07/74
Sensors
!
The Ideal Moment for Enterprise Awareness
29
3rd principle
Enterprise awareness is computationally most
efficient when performed at the moment the observation
is perceived.
30
The “data finds the data” …
and “relevance finds the user.”
Towards Enterprise Intelligence
Introducing Perpetual Analytics
31
Real Technology
Scalable to >3B historical observations while handling >2,000 real-time perceptions a second
32
Privacy and Civil Liberties – Policy Think
What perceptions can or should be placed into context (in one brain)?
What if someone steals the brain?
What if the librarian is corrupt?
33 The Brain!
EmployeeDatabase
Human Resources Department
Analytics in the Anonymized Data Space
Mark Randy Smith
Cd5dced41028cb …
34
The Main Think – Towards Enterprise Intelligence
Without persistent context you have no brain
Treat data and queries with equal rights
More intelligence possible when thinking on streaming perceptions
More or less perceptions, that is the question
35
Battling Corporate Amnesia is Broadly Useful
National security
Financial services
Health care
Heavily focused on threat and fraud intelligence
36
Cops & Robbers Las Vegas Style
Jeff Jonas, Chief Scientist, IBM Entity Analytics
Blogging at www.JeffJonas.TypePad.com
37
Bonus Section!
38
If a .6% difference
matters this much…
… no wonder traditional
information systems lack so
much intelligence!
39
FEATURES:Mark Randy Smith, Randal Smith
123 Main Street713 731 5577DOB 06/07/74
FEATURES:Mark Randy Smith, Randal Smith, Randy Smith
123 Main Street, Flat 6 20 Lennox Gardens713 731 5577, 796 064 03 04
DOB 06/07/74, Passport: 001003429002
2 Observations 6 Observations
More Observations More
More Observations = Better Context
40
Stable(e.g., Analytics with Sequence Neutrality)
Data Loading Over Time
Perc
en
t of
Err
or Reload #11 Reload #12
Unstable(e.g., data warehousing which requires periodic
reloads to handle data drift)
Drift
Sequence Neutrality is Critical for Context Stability
41
Cops & Robbers Las Vegas Style
Jeff Jonas, Chief Scientist, IBM Entity Analytics
Blogging at www.JeffJonas.TypePad.com
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