EA103 Extend Your Analytics Capabilities on SAP HANA Using ...sapvod.edgesuite.net/TechEd/TechEd_Vegas2013/pdfs/EA103_V3.pdf · “SAP is a newcomer to big data predictive analytics

EA103

Extend Your Analytics Capabilities on SAP HANA Using SAP Predictive Analysis Vishwanath Belur, Product Manager, SAP PI BIT

Oct 2013

© 2013 SAP AG or an SAP affiliate company. All rights reserved. 2

Disclaimer

This presentation outlines our general product direction and should not be relied on in making a

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strategy and possible future developments are subject to change and may be changed by SAP at any

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document, except if such damages were caused by SAP intentionally or grossly negligent.


Agenda

Advanced Analytics - Use Cases & Customer Pain Points

SAP Vision for Advanced Analytics

Overview of SAP Predictive Analysis and its capabilities

Overview of KXEN InfinityInsight

SAP Predictive Analysis - Demonstration

Predictive Analytics in SAP Applications

SAP Predictive Analysis Rapid Deployment Solution

Roadmap


Challenges

Forecasting

Key

Influencers

Trends

Anomalies

Relationships

How do historical sales, costs, key

performance metrics, and so on, translate to

future performance? How do predicted

results compare with goals?

What are the main

influencers of customer

satisfaction, customer

churn, employee turnover,

and so on, that impact

success?

What are the trends: historical /

emerging, sudden step

changes, unusual numeric

values that impact the

business?

What are the correlations in

the data? What are the

cross-sell and up-sell

opportunities?

What anomalies might

exist and conversely

what groupings or

clusters might exist for

specific analysis?

Advanced Analytics – Use Cases


Customer Pain Points in Advanced Analytics

Inefficiencies driven by slow response speeds & complexity

ANALYSTS

Talent

Shortage

High

Latency

High

TCO

Order

Processing

Operational

Reporting

RT Risk &

Fraud

Trend

Analysis

Sentiment

Analytics

Predictive

Analytics

Pattern

Recognition

Spatial

Processing

0

1

Operational

Datastore

Data

Warehouse

Sensors

Mobile

Archives

Social & Text

Geo-Spatial

BUSINESS & IT

Cache

Cache

Cache

Cache

Cache

Cache


Advanced Analytics from SAP

Reduce Decision

Latency with Advanced

Analytics

Operationalize predictive &

optimization models across

the enterprise

Bringing Predictive

Analytics to a broad

spectrum of users

Integrated Platform,

Open & Flexible

SAP ADVANCED ANALYTICS

SAP

Predictive Analysis

SAP HANA

Predictive Analysis Library (PAL) R Integration KXEN


The Forrester Wave™ Big Data Predictive Analytics Solutions, Q1

A leader in predictive

“SAP is a newcomer to big data predictive analytics but is a

Leader due to a strong architecture and strategy.”

Comprehensive and holistic approach to “Big Data”

“SAP also differentiates by putting its SAP HANA in-memory

appliance at the center of its offering, including an in-

database predictive analytics library (PAL), and offering a

modeling tool that looks a lot like SAS Enterprise Miner and

IBM SPSS Modeler.”

The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester

Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical

representation of Forrester's call on a market and is plotted using a detailed spreadsheet

with exposed scores, weightings, and comments. Forrester does not endorse any vendor,

product, or service depicted in the Forrester Wave. Information is based on best available

resources. Opinions reflect judgment at the time and are subject to change.”


SAP Brings BI and Advanced Analytics Together

SAP

Lumira Cloud

Explorer

Mobile Explorer

Web

SAP

Lumira

Search

Explore

Share

Acquire

Transform

Visualize

Design

Model

Build

Govern

Enterprise

Information

Assets

Loc

al

Vie

w

SAP

Predictive

Analysis KXEN


SAP Predictive Analysis …

... Complete data discovery, visualization, and

predictive analytics solution

... Integrated with SAP Lumira for data acquisition,

data manipulation and visualization capabilities

… is one integrated solution for advanced data

analysis and interactive data visualizations

… identifies trends, insights and discovers hidden

patterns in the data

SAP Predictive Analysis Data Discovery Rich Visualizations Predictive Analytics


SAP Predictive Analysis Self Service for Analysts and Data Scientists

Provide Business Analysts with sophisticated

algorithms to take the next step in

understanding their business and modeling

outcomes

• Perform statistical analysis on your data to

understand trends and detect outliers in your

business

• Build models and apply to scenarios to

forecast potential future outcomes

• Breadth of connectivity to access almost any

data

• Optimized for SAP HANA to support huge data

volumes and in-memory processing

Overview


SAP Predictive Analysis Feature Description

Integration with SAP Lumira

• Data acquisition from a variety of data sources – SAP HANA

(offline and online), universes, RDBMS, SAP ERP, XLS, CSV

• Data preparation, manipulation and visualization

Simplified UI for predictive analysis

• Operates in HANA and non-HANA scenarios

• HANA 1.0 SPS5 PAL support – 20 algorithms

• HANA R support – 5 algorithms out of the box

• Offline R support – 13 algorithms out of the box

Predictive specific visualizations

• Automatically created predictive algorithm specific

visualizations

– Time series chart, regression chart, cluster viewer, decision

tree and tag cloud

Customization support

• Custom R script support in HANA and non-HANA

– Ability to run any R algorithms

Enhance model consumption

• Export PAL models as SQL procedure

• Export and import models as PMML and proprietary format

(SPAR)

Saving predictive data and visualizations

• Save data in SVID and automatic recreation of predictive

specific algorithms visualizations on opening of SVID

Multi language support

• English, French, German, Japanese, Simplified Chinese,

Russian, Portuguese, Spanish


Customizing SAP Predictive Analysis Add your custom R script as a component

Predictive Analysis provides an interface for users

to add a new R component using a wizard

• Type the R script or import it from a file

• Add parameters required for the script (including model saving

option)

• Use the visualizations available in R as part of the script

New R component can be created both in HANA

online and non-HANA online scenarios


SAP Predictive Analysis Approaches

SAP HANA Predictive

Analysis Library

algorithms

Analysis performed by

SAP HANA (no

movement of data) -

controlled by SAP PA

Open Source ‘R’

integration

algorithms

–Data is brought to

SAP PA and analysis

is performed in the

client

SAP Predictive

Analysis (PA) native

algorithms

–Data is brought to SAP

PA and analysis is

performed in the client

R Integration for

SAP HANA

algorithms

Analysis is done on R

server attached to

SAP HANA and

controlled by SAP PA

http://www.r-project.org/index.html



KXEN, an SAP Company - KXEN’s InfiniteInsight™ Overview

Build

Model

Schedule

Refresh Prepare

Data

Deploy

Model

ADS Creation

Data Manip & Prep

Text Analytics

Link Analysis

Viral Marketing

Influencers

Regression

Classification

Segmentation

Forecasting

Products

Targeted Ads

Website Content

In-Database

(Optimized SQL for

Teradata, SAP Hana, etc.)

Inline

(C++, PMML, Java, SAS,

etc.)

Refresh ADS

Retrain Model

Apply Scores

Notify on Exception


Application Function Library (AFL)

Pre-delivered commonly utilized business,

predictive and other types of algorithms for

use in projects or solutions that run on SAP

HANA. The technology framework enabling

the use of these algorithms is called the

Application Function Library .

AFL Technology includes

Application Functions

– Written in C++ and delivered as AFL content by SAP

– Predictive Analysis- and Business Function Library have been

released in SPS05 as AFL content,

new in SPS06 the Data Quality Functions Library

Application Functions (C++)

SQLScript

HANA Clients (App Server, Analytics Technology, etc)

SAP HANA

Business Function Library

Predictive Analysis Library

AFL Framework

…

Parameter Table


PAL – Algorithms supported in HANA 1.0 SPS06

Y

X Z

Association Analysis • Apriori

• Apriori Lite

Cluster Analysis • ABC Classification

• DBSCAN

• K-Means

• Kohonen Self Organized Maps

Classification Analysis • C4.5 Decision Tree Analysis

• CHAID Decision Tree Analysis

• K Nearest Neighbour

• Multiple Linear Regression

• Polynomial Regression

• Exponential Regression

• Bi-Variate Geometric Regression

• Bi-Variate Logarithmic Regression

• Logistic Regression

• Naïve Bayes

Time Series Analysis • Single Exponential Smoothing

• Double Exponential Smoothing

• Triple Exponential Smoothing

Outlier Detection • Inter-Quartile Range Test (Tukey’s Test)

• Variance Test

• Anomaly Detection

Link Prediction • Common Neighbours; Jaccard’s Coefficient;

Adamic/Adar; Katzβ

Data Preparation • Sampling

• Binning

• Scaling

• Convert Categorical to Binary

Other • Weighted Scores Table


What is R?

R is a software environment for statistical computing

and graphics Open Source, programming language plus a run-time environment

Over 3,500 add-on packages; ability to write your own functions

Widely used for a variety of statistical methods: linear and non-linear models, statistical tests, time series analyses, classification and clustering, predictive, etc.

More algorithms and packages than SAS + SPSS + Statistica

Who is using it? Growing number of data analysts in industry, government, consulting, and

academia

Cross-industry use: high-tech, retail, manufacturing, CPG, financial services , banking, telecom, etc.

Why are they using it? Free, comprehensive, and many learn it at college/university

Offers rich library of statistical and graphical packages



R Integration for SAP HANA & SAP PA Functionality Overview

Establishes a communication channel between HANA

and R for fast data exchange

SAP PA embeds R script within SQL script and submit

entire query to the HANA database.

HANA takes care of decapsulating R script from SQL

script and sends it to R server

As the plan execution reaches R-node, a separate R

runtime is invoked using Rserve and input tables of R

node passed to R process using improved data

transfer mechanism.

SAP PA

SAP HANA R Server

SQL R

script

R

script

Demo


Benefits of SAP Predictive Analysis

Changing landscapes and new opportunities

Build your analysis

without strong

dependencies of IT

people. All needed

information will be

available at your

fingertips.

From transactional

data direct to

Business Analytics

platform, making the

architecture cleaner,

simpler and more.

High performance

analytical platform

based on in-memory

computing to provide

you faster answers

to your customer

needs.

No cost of building

data marts or data

warehouses, no need

of cubes, no

duplicated data in the

analytics environment

and faster time to

market

Be prepared to data

growth caused by Big

Data explosion. Exploit

all available

information about your

customers to improve

your results.

Simplicity Speed Flexibility Scalability Lower TCO


Options to use SAP Predictive Analysis


Entity Question Algorithm Ex. Algorithms

Buy/No Buy

Fraud/Not Fraud

Estimated Income

Gold Customers

Classification

Regression

Clustering

Profiling

• Logistic Regression

• SVMs

• Chaid/Decision Trees

• Multi-Variate Regression

• Neural Networks

• Ridge Regression

• K-Means Clustering

• Hierarchical Clustering

• Self organizing Maps

Sales by Quarter Time Series

Forecasting

• ARIMA

• ARMA

• Garch

Recommendation Market Basket

Association Rules

• Apriori Algorithm

• FP-growth Algorithm

• Collaborative Filtering

Viral Marketing

Influencers

Social Network

Analysis

• Modularity Maximization

• Minimum-cut method

• Girvan-Newman

Custo

mer

KP

I P

roduct

Socia

l

& L

inks

Predictive Analytics – Algorithms to Use


Predictive Analytics in SAP Applications

Customer Engagement

Intelligence

Shopper Insight

Sentiment Intelligence

Situational Awareness

Net Margin Analysis

Condition Based

Maintenance

Demand Signal

Management

Fraud Management


Empower the Modern Marketer with

SAP Customer Engagement Intelligence

SAP Solution Elements Business Benefits

Better understanding of customer

behavior by leveraging Big Data as an

asset

Improve ROI of campaigns by targeting

the right audience

Champion the delivery of a personalized

consumer experience across channels

Real-time reporting on campaign

success

Marketing optimization to drive revenue

and margin

SAP Predictive Analysis to optimize

marketing campaigns

SAP Audience Discovery & Targeting

turning analytical insight into action for

campaign management powered by

SAP HANA


TODAY Planned Innovations Future Direction

This is the current state of planning and may be changed by SAP at any time.

(Release 1.0.11)

SAP Predictive Analysis Product Road Map overview – key themes and capabilities

Integration with SAP Lumira

• Data acquisition and manipulation

Simplified UI for predictive analysis

• HANA and non-HANA scenarios

• HANA PAL & HANA R support

• Open Source R support

Predictive specific visualizations

Customization Support

• Custom R script support

Enhance Model Consumption

• PAL models as SQL procedure

• Export and import models as PMML/SPAR

Saving Predictive data & predictive viz

in SVID

Multi Language Support

New HTML5 PA client

Increase the reach

• SPS6 PAL algorithm parity

Partner and Ecosystem Adoption

• Component SDK

• Eclipse PA plugin for test and debug

Save & Share

• Saving user created viz

• Sharing predictive data

Advanced Predictive Capabilities & Viz

• Model comparison

• Lift and Gain Charts

Enable Business Application consumption

• Exporting HANA analyses as Result views

Scheduling and Refresh of PA

Analyses

Integration of KXEN Modules

Customization

• Run HANA SQL script from PA

KXEN Explorer and Modeler features

in unified PA

Lightweight predictive features during data

exploration

Key Influencers, Feature selection etc

UI for KXEN Modules in SAP HANA

Enable Business Application

consumption

• API SDK

• Exporting models as text rules & stub code

Advanced Predictive & Statistical

Capabilities

• Ensemble modeling

• Model and Algorithm comparison

• Auto node and auto modeling

Large Data Volume Visualization


SAP PA Rapid Deployment Solution – Overview

Mining your customer, sales,

manufacturing, and other data to find

and leverage hidden revenue

opportunities

Trusting the reliability of your pipeline

and revenue forecasting

Understanding your actual customer

and market segments

Evaluating the success of marketing

campaigns

Evaluating the likelihood of equipment

failure

Responding rapidly to real-time

customer buying patterns


SAP PA Rapid Deployment Solution Go live in as little as 4 to 6 weeks!

Use of SAP standard data models

Deploy standard SAP HANA delivery units per

chosen domain

Deploy predictive analysis files (SAP Lumira format)

for relevant domain

Deploy SAP BusinessObjects Explorer configuration

for relevant domain

A special step-by-step guide describes each activity

during the deployment


Further Information

SAP Education and Certification Opportunities

www.sap.com/education

Watch SAP TechEd Online

www.sapteched.com/online

SAP Public Web

scn.sap.com

www.sap.com

http://www.sap.com/education

http://www.sapteched.com/online

http://scn.sap.com/welcome

http://www.sap.com/


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Documents

EA103 Extend Your Analytics Capabilities on SAP HANA Using ...sapvod.edgesuite.net/TechEd/TechEd_Vegas2013/pdfs/EA103_V3.pdf · “SAP is a newcomer to big data predictive analytics