© 2014 IBM Corporation

Business Analytics

Business Partner Product Enablement RoadmapIBM Predictive Analytics

Dean Newton – SPSS European Channel

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Agenda

IBM Business Analytics Capabilities Why Predictive Analytics A Model of Success Certification Sales Enablement Technical Sales Enablement Services Support Provider Tools and Resources

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The IBM Business Analytics portfolio

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Solution Bundles – Predictive and Business Intelligence

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What is Predictive Analytics?

Predictive analytics helps connect data to effective action by drawing reliable conclusions about current conditions and future events.

Gareth Herschel, Research Director, Gartner Group

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Why IBM predictive analytics?

Predictive analytics helps your organization predict with confidence what will happen next so that you can make smarter decisions and improve business outcomes. IBM offers easy-to-use predictive analytics products that meet the specific needs of different users and skill levels from beginners to experienced analysts. Predictive Analytics solutions Customer Analytics Uncover hidden insights in your customer data so you can create personalized experiences

that win more business while reducing costs and increasing customer loyalty. Operational Analytics Ensure your people, processes and assets are aligned and optimized to maximize

productivity and profitability. Threat and Fraud Analytics Monitor your business environment, detect suspicious activity, and control outcomes to

minimize exposure and loss.

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SPSS Core Value Propositions

PredictiveOperational Analytics

PlanManageMaximize

PredictiveThreat & Fraud Analytics

MonitorDetectControl

Analytical Decision ManagementModeler Statistics

Collaboration and Deployment Services

IBM Research

PredictiveCustomer Analytics

AcquireGrowRetain

Social MediaAnalyticsData Collection

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IBM SPSS Data Collection

IBM SPSS Data Collection is a survey platform that enables organizations of all sizes to capture the attitudes and opinions of clients and customers. This sentiment and opinion data can be augmented with internally captured data and used as an input into the analytical process to predict future behavior.

 It empowers survey and market researchers in commercial, educational, and government organizations to deploy surveys in any manner that they wish.

Create and deploy surveys in any mode. Design surveys in any language to reach your global audience. On-premise or Cloud deployment. Integration with SPSS Statistics, SPSS Modeler, and IBM

Cognos. Apply real-time analytics and score an attitudinal channel at the

point of dialog.

Predictive AnalyticsThis is a product

What it does

What it means / strengths

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IBM SPSS Statistics

Quickly understand large and complex datasets using advanced statistical procedures ensuring high accuracy.

Reveal deeper insights and provide better confidence intervals via visualizations and geographic spatial analysis

Integration with IBM SPSS Modeler and IBM Cognos BI Build a predictive enterprise making the business more agile and

maximizing return on investment.

Addresses all facets of the analytical process from data preparation and management to analysis and reporting

Provides tailored functionality and customizable interfaces for different skill levels and functional responsibilities

A robust and user friendly platform to understand your data and solve complex business and research problems.

Drive quality decision-making

What it does

Predictive AnalyticsThis is a product

What it means / strengths

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IBM SPSS Modeler

A data mining workbench that helps you build predictive models quickly and intuitively, without programming

Creates predictive analytics for data driven decision making Utilizes structured and unstructured data within a single

application Includes a set of modeling algorithms that provide insight and

prediction based on input data Extracts concepts and sentiment from unstructured text data using

Natural Language processing Using a sophisticated Entity Analytics engine, resolves similar

entities when there is no exact match Enables results to be deployed into existing systems

Brings repeatability to ongoing decision making Leverages IBM portfolio (eg Cognos BI, Netezza, InfoSphere) Promotes the discovery of key insights, patterns and trends in data

(both structured and unstructured) Allows businesses to improve decisions based on data in a

proactive rather than reactive manner.

What it does

Predictive AnalyticsThis is a product

What it means / strengths

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SPSS Modeler Editions

SPSS Modeler Gold (NEW!)Provides organizations with the ability to build and deploy predictive models directly into the business process to help people or systems make the right decisions each time. This is achieved through a combination of Modeler Premium with Decision Management. This market-leading combination of capabilities combines predictive analytics with rules, scoring and optimization within an organization's processes and operational systems to deliver recommended actions at the point of impact.

SPSS Modeler PremiumBuilds on Modeler Professional with a range of advanced algorithms and capabilities including text analytics, entity analytics, social network analysis and automated modeling and preparation techniques to address a multitude of business problems and analytic requirements on almost any type of data.

SPSS Modeler ProfessionalProvides a range of advanced algorithms, data manipulation and automated modeling and preparation techniques to build predictive models and uncover hidden patterns in structured data.

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IBM SPSS Collaboration and Deployment Services

Flexible enterprise foundation for managing and deploying analytics throughout the organization

Automates analytical processes Enables collaboration by securely sharing and reusing analytic

assets Streamlines deployment of analytical information on a scheduled

or real-time basis Real-time scoring

Operationalizes analytics Maximizes the impact of analytics in your organization Works with SPSS Modeler to support fully automated decision

management

Predictive AnalyticsThis is a product

What it does

What it means / strengths

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IBM Analytical Decision Management

Combines a variety of techniques to optimize actions and outcomes

Provide front-line employees and systems with recommended actions

Empower real-time and adaptive decisions accommodating changing conditions

Optimize actions with resource constraints, aligning execution with strategy

Automating and optimizing decisions through a synergy of business rules, predictive analytics, and optimization

Rules drive governance, input, and a critical link to strategy Predictive analytics leverages the likely state to enable answers,

decisions, recommendations Optimization is used to solve resource allocation problems

Predictive AnalyticsThis is a collection of products

What it does

What it means / strengths

A complete IBM Analytical Decision Management solution includes:

1. IBM SPSS Modeler (the predictive analytics engine)

2. IBM Collaboration & Deployment Services (the platform and the scoring engine)

3. IBM SPSS Decision Management (the rules and simulation engines)

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IBM SPSS Text Analytics for Surveys

Uses natural language processing (NLP) heuristic rules and statistical techniques to reveal conceptual meaning in text

Categorizes responses and integrates results with other survey data for better insight and statistical analysis.

Extracts concepts and sentiment from text Makes unstructured qualitative data more quantifiable, enabling

the discovery of key insights from short text responses from surveys

Automates the categorization process to eliminate the time and expense of manual coding.

Uses linguistics-based technologies to reduce the ambiguities of human language, helping you uncover patterns in the attitudes, beliefs and opinions of others.

Predictive AnalyticsThis is a product

What it does

What it means / strengths

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IBM Social Media Analytics (Sales Kit)

Search blog posts, forums and discussion groups to measure consumer sentiment, partner reputation and evaluate the effectiveness of marketing campaigns or examine suppliers

Apply stakeholder and influencer analysis to public relations, investor relations, public affairs initiatives, or supply chain impacts

Examine affinity relationships and evolving topics to anticipate new opportunities, risks, and engage audiences in specific subject areas

Segment audiences across geography, demographics, influencers, recommenders, detractors, users and prospective users for recruiting, risk mitigation, financial impacts and other measures

Drive social channel insights Unique algorithms for improving models via Evolving topics and

Affinity analytics for determining strength of relationships with key terms

Data can be easily leveraged for modeling and other analytics

Predictive AnalyticsThis is a product

What it means / strengths

What it does

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IBM SPSS Analytic Server (sales kit)

• Focuses on high performance analytics for data stored in Hadoop-based distributed systems

• Can also load popular relational databases and flat files into Hadoop (through Modeler or Analytic Catalyst)

• Abstraction layer to leverage big data systems - Hadoop Map/Reduce with data in HDFS

• Defined interface for algorithms (Analytic Framework) Hides details of big data environments

• Customers can continue to use existing SPSS UI’s to analyze their big data

What it means / strengths• Delivers integrated support for unstructured/semi-structured predictive

analytics• Data-centric architecture ensures scalability & performance (analytics occurs

near data)• Leverages visual, easy to use interfaces that abstract analysts from

complexities of big data systems – no coding is required• Enables operational deployment with minimal effort for both data at rest &

data in motion to improve organizational outcomes• Accelerate analytics process on big data through automation for significant

time savings

Predictive AnalyticsThis is a product

What it does

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IBM SPSS Analytic Catalyst (sales kit)(packaged as part of IBM SPSS Analytic Server)

What it does• A new approach– driven by automation• Guide business experts through analytics process• Bridge the skills gap: Make analytics and data more

accessible to users• Identify key relationships

• Uncover key insights from big data• No programming, coding, scripting, querying required• No advanced statistical knowledge required

Reveals the most statistically-interesting relationships within big data

Its “results first” approach allows users to quickly interact without having to worry about specifying the proper technique

Complex analyses are automatically interpreted for users in plain language and interactive visualizations

Focuses on high performance analytics for data stored in Hadoop-based distributed systems

Predictive AnalyticsThis is a product

What it means / strengths

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Predictive Maintenance and Quality (PMQ) (sales kit)

Reduces operational costs, improves asset productivity, and increases process efficiency by enabling organizations to: • Monitor, maintain and optimize assets for better utilization and

performance• Predict asset failure to enhance product quality and supply chain

processes• Remove guesswork from the decision-making process

• Single, truly integrated solution stack that includes data integration and business analytics software and services for asset management and maintenance & quality issues

• Enables collection and analysis of streaming (real-time) information• Embeds the full spectrum of analytic and decision management capabilities

into existing business processes• Tight integration with industry-leading, IBM Maximo Enterprise Asset

Management systems• Includes easily extendable templates for specific industry and business

applications

Predictive AnalyticsThis is a software package

What it means / strengths

What it does

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Predictive Customer Intelligence (sales kit)

Predictive Customer Intelligence delivers the most appropriate action at the right time across channels. Personalized interactions are enabled by• Comprehensive view of the customer• Real-time analytics to anticipate customer behavior• Cross channel delivery of best action to address customer

need and enhance CLV and revenue.

Includes: SPSS Modeler, Cognos BI, Pure Data for Analytics, Customer Intelligence Appliance (CIA) from Aginity

• Customer Acquisition, Loyalty, Growth• Operationalizes analytics at point of impact for sales, marketing and

customer service• Empower end business users with the information to deliver the best

decision every time• Embedded analytics to deliver greatest value from customer engagements• All touch points are managed in real time, via the appropriate channel

Predictive AnalyticsThis is a solution bundle

What it means / strengths

What it does

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A Model for Success

Requires commitment to build a practice!!

Sales- Software Sales experience (solution selling)- Call into line of business vs. IT- Understand the concept of applying analytics to solve business problems

Technical Sales and Consulting- Core Business Skills

• Business Consulting and Project Management• Business Requirements Development • Implementation leveraging Methodologies and Frameworks• Delivery of Custom Demonstrations / Proof of Concepts

- Hire someone with SPSS experience or has advanced math or stats background- Or make investment to train on statistical analysis prior to product training

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Types of Training and Funding

Learning Instructor-led (classroom & online) Self paced virtual classroom (SPVC) Web-based training (IBM Learner Portal) Advanced implementation workshop Best Practices (developerworks)

You Pass, We Pay Get reimbursed for training that supports certification

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Demand Gen Programs

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Sales & Technical Sales certification exams

Sales certifications (1 required)

To meet this requirement: One person needs to pass the following mastery test.

IBM SPSS Predictive Analytics Sales Mastery v1 Prep includes: Redbook, Data Mining Techniques, Modeler, Modeler workshop, ADM, Data Collection

Technical Sales certifications (2 required)

To meet this requirement: Two people need to pass one of the following certification exams or one person can take both.

IBM Certified Associate - SPSS Modeler Data Analysis v2

IBM Certified Associate - SPSS Modeler Data Mining v2

The following exams are intended for implementers but also qualify.

IBM Certified Specialist - SPSS Modeler Professional v2IBM Certified Specialist - SPSS Statistics Level 1 v2

Register for a test

NOTE: All certifications include test preparation materials and sample assessment tests.

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Sales Enablement

Step 1 • Get certified (see certification slide)

Step 2 (optional if you are not already familiar)• Review BA fundamental material

• BA Overview• BA (BI/AA) White board• Insight to Action

Step 3• Review SPSS Fundamentals

• Introduction to SPSS• Navigating Predictive Analytics Terminology and Analyt

ic TechniquesStep 4• Review SPSS Sales enablement

• SRC materials• SPSS Modeler v16 capabilities• Review the product in action

Step 5• Check out Industry specific solutions.• Become familiar with Predictive Solution Bundles

• Predictive Customer Intelligence (at a miminum)

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Technical Sales Enablement

Step 1 • Get certified (see certification slide)

Step 2• Set up demo environment • Practice scripts

Step 3 (optional if you are not already familiar)• Review BA fundamental material

• BA Overview• BA (BI/AA) White board• Insight to Action

Step 4• Review SPSS Fundamentals

• Introduction to SPSS• Navigating Predictive Analytics Terminology and

Analytic TechniquesStep 5• Review SPSS Technical Sales enablement

• SPSS Modeler v16 capabilities• Managing Proof to sell Predict Analytics

Step 6• Follow the Modeler Curriculum• Take other product classes

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Services Enablement

Business Partner Learning Center SPSS Modeler, SPSS Data Collection

.

SPSS Product Training

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Support Provider certification exams

Technical certifications (2 required)

To meet this requirement: Two people need to pass one of the following certification exams

IBM SPSS Modeler: IBM Certified Specialist - SPSS Modeler Professional v2 IBM SPSS C&DS: Technical Support Mastery Test v1 IBM SPSS Data Collection: Technical Support Mastery Test v1

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Resources

SPSS Solution Resources• Sales Kits and plays

• Analytic Server & Analytic Catalyst• CD&S• SPSS Data Collection• SPSS Modeler• SPSS Statistics• Social Media Analytics

• Predictive and Business Intelligence Bundles

Other Enablement• Predictive Maintenance Quality• Social Media Analytics

Resources• You tube product demos

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PartnerWorld Resources Business Analytics area on PartnerWorld Business Analytics Web Seminars Business Partner Learning Center Business Analytics events Demand Generation Programs Demonstration content (by product) BA Demonstrate Interactive Demos Business Analytics competitive resources (by competitor) Customer Success Stories You Tube Success Videos Analyticszone.com

IBM Business Partner Locater Tool IBM Business Partner Communities Developerworks Think Academy

Self Paced Virtual Classroom Program for Business Partners You Pass, We Pay

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