Big Data, Data Mining, and Machine Learning: Value Creation for Business

Leaders and Practitioners. Jared Dean.

2014 SAS Institute Inc. Published 2014 by John Wiley & Sons, Inc.

Index

A predictive models, 6770, 68t

AdaBoost, 106 quality of recommendation
adaptive regression, 8283 systems, 170171
additive methods, 106 Auto-ID Center, 6, 236
agglomerative clustering, 138 average linkage, 134
Akaike information criterion averaged squared error (ASE),
(AIC), 69, 88 201
Akka, 46 averaging model process, 15
algorithms, future development averaging process, 1415
of, 238241
aligned box criteria (ABC), 135 B
alternating least squares, 167 BackRub, 6
Amazon, 9 bagging, 124125
analytical tools banking case study, 197204
about, 43 Barksdale, Jim, 163
Java and Java Virtual Machine baseline model, 165166
(JVM) languages, 4446 Bayes, Thomas, 111112
Python, 4950 Bayesian information criterion
R language, 4749 (BIC), 70, 88
SAS system, 5052 Bayesian methods network
Weka (Waikato Environment classification
for Knowledge Analysis), about, 113115
4344 inference in Bayesian
analytics, 1718 networks, 122123
Apache Hadoop project, 7, learning Bayesian networks,
3739, 38f,
8 40f,
0 45 120122
Apple iPhone, 7 Naive Bayes Network, 116117
application program interface parameter learning,
(API), 155, 227 117120
Ashton, Kevin, 6, 236 scoring for supervised learning,
assessing 123124

253
254 INDEX

Bayesian network-augmented Empirical Model Building and

naive Bayes (BAN), 120 Response Surfaces, 57
Bayesian networks Box-Cox transformation
inference in, 122123 method, 78
learning, 120122 breast cancer, 12
Bayesians, 114n14 Breiman, Leo
Beowulf cluster, 35, 35n1 Classification and Regression
Bernoulli distribution, 85n7 Trees, 101
big data Brin, Sergey, 6
See also specific topics Broyden-Fletcher-Goldfarb-
benefits of using, 1217 Shanno (BFGS) method,
complexities with, 1921 9697
defined, 3 building models
fad nature of, 912 about, 223
future of, 233241 methodology for, 5861
generalized linear model response model, 142143
(GLM) applications and, business rules, applying, 223
8990 Butte, Atul, 1
popularity of term, 1011, 11f
regression analysis applications C
and, 8384 C++, 49
timeline for, 58 C language, 4445, 49
value of using, 1112 C4.5 splitting method, 101, 103
Big Data Appliance, 40f 0 Cafarella, Mike, 7, 37
Big Data Dynamic Factor CAHPS, 207
Models for Macroeconomic campaigns, operationalizing,
Measurement and 201202
Forecasting (Diebolt), 3 cancer, 12
Big Data Research and capacity, of disk drives, 28
Development Initiative, 8 CART, 101
binary classification, 6465, 113 case studies
binary state, 225 financial services company,
binning, 199 197204
Bluetooth, 6 health care provider,
boosting, 124125 205214
Boston Marathon, 160n2 high-tech product
Box, George manufacturer, 229232

mobile application
recommendations, 225228
online brand management,
221224
technology manufacturer,
215219
Centers for Medicare and
Medicaid Services (CMS),
206207
central processing unit (CPU),
2930
CHAID, 101, 105106
Challenger Space Shuttle,
2021
chips, 30
Chi-square, 88, 105106
Churchill, Winston, 194
city block (Manhattan) distance,
135
classical supercomputers, 36
Classification and Regression Trees
(Breiman), 101
classification measures, 68t
classification problems, 9495
Clojure, 45, 46
cloud computing, 39
cluster analysis, 132133
cluster computing, 3536
clustering techniques, 153, 231
clusters/clustering
agglomerative cluster, 138
Beowulf cluster, 35, 35n1
divisive clustering, 138
hierarchical clustering,
132, 138
K-means clustering, 132,
137138
INDEX 255
number of clusters, 135137
profiling clusters, 138
semisupervised clustering, 133
supervised clustering, 133
text clustering, 177
unsupervised clustering, 132
collaborative filtering, 164
complete linkage, 134
computing environment
about, 2425
analytical tools,
4352
distributed systems, 3541
hardware, 2734
Conan Doyle, Sir Arthur, 55
considerations, for platforms,
3941
content categorization,
177178, 222
content-based filtering,
163164
contrastive divergence,
169170
Cooks D plot, 81, 88
Corrected AIC (AICC), 88
Cortes, Corinna
Support-Vector Networks, 109
cosine similarity measure, 134
cost, of hardware, 36
Cox models, 83
Credit Card Accountability
Responsibility and Disclosure
Act (2009), 199200
cubic clustering criteria (CCC),
135
customers, ranking potential, 201
Cutting, Doug, 7, 37
256 INDEX
D database computing, 3637
DAG network structure, 120
data
See also big data
about, 54
amount created, 6, 8
common predictive modeling
techniques, 71126
democratization of, 8
incremental response
modeling, 141148
personal, 4
predictive modeling, 5570
preparing for building models,
5859
preprocessing, 230
recommendation systems,
163174
segmentation, 127139
text analytics, 175191
time series data mining,
149161
validation, 9798
data mining
See also time series data mining
See also specific topics
future of, 233241
multidisciplinary nature of,
5556, 56f6
shifts in, 2425
Data Mining with Decision Trees
(Rokach and Maimon), 101
Data Partition node, 62
data scientist, 8
data sets, privacy with,
234236
DATA Step, 50
decision matrix, 68t
decision trees, 101107, 102f,
2
103f,
3 231
Deep Learning, 100
Defense Advanced Research
Projects Agency (DARPA),
56
democratization of data, 8
detecting patterns, 151153
deviance, 88, 88n9
DFBETA statistic, 89, 89f
9
Diebolt, Francis X.
Big Data Dynamic Factor
Models for Macroeconomic
Measurement and
Forecasting (Diebolt), 3
differentiable, 85n6
dimensionality, reducing,
150151
discrete Fourier transformation
(DFT), 151
discrete wavelet transformation
(DWT), 151
disk array, 28n1
distance measures (metrics),
133134
distributed systems
about, 3536
considerations, 3941
database computing, 3637
file system computing, 3739
distributed.net, 35
divisive clustering, 138
ductal carcinoma, 12
dynamic time warping
methods, 158

E frequentists, 114n14
economy of scale, 199
Edison, Thomas, 60
Empirical Model Building and
Response Surfaces (Box), 57
ensemble methods, 124126
enterprise data warehouses
(EDWs), 37, 58, 198199,
217
entropy, 105
Estimation of Dependencies Based on
Empirical Data (Vapnik), 107
Euclidean distance, 133
exploratory data analysis,
performing, 5960
external evaluation criterion,
134135
extremity-based model, 15
F (GAM), 83
Facebook, 7
failing fast paradigm, 18
feature films, as example of
segmentation, 132
feedback loop, 223
file crawling, 176
file system computing, 3739
financial services company case
study, 197204
Fisher, Sir Ronald, 98
forecasting, new product,
152153
Forrester Wave and Gartner
Magic Quadrant, 50
FORTRAN language, 4445,
46, 49
fraud, 16, 152
INDEX 257
functional dimension analysis
(FDA), 219
future
of big data, data mining and
machine learning, 233241
development of algorithms,
238241
of software development,
237238
G
gain, 69
Galton, Francis, 75
gap, 135
Gauss, Carl, 75
Gaussian distribution, 119
Gaussian kernel, 112
generalized additive models
generalized linear models
(GLMs)
about, 8486
applications for big data, 8990
probit, 8689
Gentleman-Givens
computational method, 83
global minimum, assurance of, 98
Global Positioning System (GPS),
56
Goodnight, Jim, 50
Google, 6, 10
Gosset, William, 80n1
gradient boosting, 106
gradient descent method, 96
graphical processing unit (GPU),
3031
258 INDEX
H I
Hadoop, 7, 3739, 38f,
8 40f,
0 45
Hadoop Streaming Utility, 49
hardware
central processing unit (CPU),
2930
cost of, 36
graphical processing unit
(GPU), 3031
memory, 3133
network, 3334
storage (disk), 2729
health care provider case study,
205214
HEDIS, 207208
Hertzano, Ephraim, 129130
Hessian, 9697, 96n11
Hession Free Learning, 101
Hickey, Rick (programmer), 46
hierarchical clustering, 132, 138
high-performance marketing
solution, 202203
high-tech product manufacturer
case study, 229232
Hinton, Geoffrey E., 100
Learning Representation by
Back-Propagating Errors, 92
Hornik, Kurt
Multilayer Feedforward
networks are Universal
Approximators, 92
HOS, 208
Huber M estimation, 83
hyperplane, 107n13
Hypertext Transfer Protocol
(HTTP), 5
hypothesis, 234
IBM, 7, 239
identity output activation
function, 94
incremental response modeling
about, 141142
building model, 142143
measuring, 143148
index, 177
inference, in Bayesian networks,
122123
information retrieval, 176177,
183184, 211, 245246
in-memory databases (IMDBs),
37, 40f
0
input scaling, 98
Institute of Electrical and
Electronic Engineers
(IEEE), 6
internal evaluation criterion, 134
Internet, birth of, 5
Internet of Things, 6, 236237
interpretability, as drawback of
SVM, 113
interval prediction, 6667
iPhone (Apple), 7
IPv4 protocol, 7
IRE, 208
iterative model building, 6061
J
Java and Java Virtual Machine
(JVM) languages, 5,
4446
Jennings, Ken, 182
Jeopardy (TV show), 7, 180191,
239241
 INDEX 259

K MapReduce paradigm, 38
Kaggle, 161n3 marketing campaign process,
kernels, 112 traditional, 198202
K-means clustering, 132, 137138 Markov blanket bayesian
Kolmogorov-Smirnov (KS) network (MB), 120
statistic, 70 Martens, James, 101
massively parallel processing
L
(MPP) databases, 37, 40f,0
Lagrange multipliers, 111
202203, 211213, 217
language detection, 222
Matplotlib library, 49
latent factor models, 164
matrix, rank of, 164n1
Learning Representation by
maximum likelihood
Back-Propagating Errors
estimation, 117
(Rumelhart, Hinton and
Mayer, Marissa, 24
Williams), 92
McAuliffe, Sharon, 20
Legrendre, Adrien-Marie, 75
McCulloch, Warren, 90
lift, 69
mean, 51
likelihood, 114
Medicare Advantage, 206
Limited Memory BFGS (LBFGS)
memory, 3133
method, 9798
methodology, for building
linear regression, 15
models, 5861
LinkedIn, 6
Michael J. Fox Foundation, 161
Linux, 237, 238
microdata, 235n1
Lisp programming language, 46
Microsoft, 237
lobular carcinoma, 2
Minsky, Marvin
locally estimated scatterplot
Perceptrons, 9192
smoothing (LOESS), 83
misclassification rate, 105
logistic regression model, 85
MIT, 236
low-rank matrix factorization,
mobile application
164, 166
recommendations case study,
M 225228
machine learning, future of, model lift, 204
233241 models
See also specific topics creating, 223
Maimon, Oded methodology for building,
Data Mining with Decision Trees, 5861
103 scoring, 201, 213
260 INDEX
monitoring process, 223224
monotonic, 85n6
Moore, Gordon, 2930
Moores law, 2930
Multicore, 48
multicore chips, 30
Multilayer Feedforward
networks are Universal
Approximators (Hornik,
Stinchcombe and White), 92
multilayer perceptrons (MLP),
9394
multilevel classification, 66
N 4546
Naive Bayes Network, 116117
Narayanan, Arvind, 235
National Science Foundation
(NSF), 7
National Security Agency, 10
neighborhood-based methods,
164
Nelder, John, 84, 87
Nest thermostat, 237
Netflix, 235
network, 3334
NetWorkSpaces (NWS),
48, 48n1
neural networks
about, 15, 9098
basic example of, 98101
diagrammed, 90f,0 93f
3 Papert, Seymour
key considerations, 9798
Newtons method, 96
next-best offer, 164
Nike+ FuelBand, 154161,
245246
Nike+iPod sensor, 154
No Harm Intended (Pollack),
92
Nolvadex, 23
nominal classification, 66
nonlinear relationships, 1921
nonparametric techniques, 15
NoSQL database, 6, 40f0
Numpy library, 49
Nutch, 37, 38n2
O
object-oriented (OO)
programming paradigms,
one-class support vector
machines (SVMs), 144146
online brand management case
study, 221224
open source projects, 238
operationalizing campaigns,
201202
optimization, 1617
Orange library, 49
ordinary least squares,
7682
orthogonal regression, 83
overfitting, 9798
P
Page, Larry, 6
Perceptrons, 9192
Parallel, 4849
Parallel Virtual Machine (PVM),
48, 48n1
parameter learning, 117120

parent child Bayesian network
(PC), 120
parsimony, 218
partial least squares regression,
83
path analysis, 218
Patient Protection and Affordable
Care Act (2010), 206
Pattern library, 49
patterns, detecting, 152153
Pearl, Judea
Probabilistic Reasoning in
Intelligent Systems: Networks of
Plausible Inference, 121n16
Pearsons chi-square statistic, 88
Perceptron, 9094, 91f
Perceptrons (Minsky and Papert),
9192
performing exploratory data
analysis, 5960
personal data, 4
piecewise aggregate
approximation (PAA)
method, 151
Pitts, Walter, 90
platforms, for file system
computing, 3739
Pollack, Jordan B.
No Harm Intended, 92
Polynomial kernel, 112
POSIX-compliant, 4849
posterior, 114
predictive modeling
about, 5558
assessment of predictive
models, 6770
binary classification, 6465
INDEX 261
creating models, 200201
interval prediction, 6667
methodology for building
models, 5861
multilevel classification, 66
sEMMA, 6163
predictive modeling techniques
about, 7172
Bayesian methods network
classification, 113124
decision and regression trees,
101107
ensemble methods, 124126
generalized linear models
(GLMs), 8490
neural networks, 90101
regression analysis, 7584
RFM (recency, frequency,
and monetary modeling),
7275, 73t
support vector machines
(SVMs), 107113
prior, 114
privacy, 234236
PRIZM, 132133
Probabilistic Programming for
Advanced Machine Learning
(PPAML), 239
Probabilistic Reasoning in Intelligent
Systems: Networks of Plausible
Inference (Pearl), 121n16
probit, 84n4, 8689
processes
averaging, 1415
monitoring, 223224
tail-based modeling, 15
Proctor & Gamble, 236
262 INDEX

profiling clusters, 140 how they work, 165170

Progressive Insurances SAS Library, 171173
SnapshotTM device, 162 where they are used,
proportional hazards regression, 164165
83 Red Hat, 238
public radio, as example to reduced-dimension models, 164
demonstrate incremental REG procedure, 51
response, 142143 regression
p-values, 88, 88n10 adaptive, 8283
Python, 4950 linear, 15
orthogonal, 83
Q problems with, 94
quantile regression, 83 quantile, 83
Quasi-Newton methods, 96, robust, 83
100101 regression analysis
about, 7576
R applications for big data, 8384
R language, 4749 assumptions of regression
radial basis function networks models, 82
(RBF), 93 ordinary least squares, 7682
radio-frequency identification power of, 8182
(RFID) tags, 234 techniques, 8283
random access memory (RAM), regression models, assumptions
3133, 44 of, 82
Random Forest, 106, regression trees, 101107
125126 relational database management
rank sign test, 15 system (RDBMS), 36
ranking potential customers, relationship management, 17
201 reproducable research, 234
receiver operating characteristic response model, building,
(ROC), 68 142143
recency, frequency, and Restricted Boltzmann
monetary modeling (RFM), Machines, 100101,
7275, 73t 164, 167169
recommendation systems Rhadoop, 48, 49
about, 163164 RHIPE, 48, 49
assessing quality of, 170171 robust regression, 83

Rokach, Lior
Data Mining with Decision
Trees, 103
root cause analysis, 231
root mean square error (RMSE),
170171
Rosenblatt, Frank, 90
R-Square (R), 81
Rumelhart, David E.
Learning Representation by
Back-Propagating Errors, 92
Rummikub, 127132, 127n1,
128f
8 self-organizing maps (SOM), 93
S sEMMA, 6163
S language, 47
Salakhutdinov, R.R., 100
Sall, John, 50
sampling, 1314
SAS Enterprise Miner software,
71, 127128
SAS Global Forum, 158
SAS Library, 171173
SAS System, as analytical tool,
5052
SAS Text Miner software, 175
SAS/ETS, 158
SAS/STAT, 50
Scala, 4546
scaled deviance, 88, 88n9
scikit-learn toolkit, 4950
Scipy library, 49
scoring
models, 201, 213
for supervised learning,
123124
search, 177
INDEX 263
seasonal analysis, 155157
segmentation
about, 127132
cluster analysis, 132133
distance measures (metrics),
133134
evaluating clustering, 134135
hierarchical clustering, 138
K-means algorithm, 137138
number of clusters, 135137
profiling clusters, 138139
RFM, 7273, 73t
semisupervised clustering, 133
sentiment analysis, 222
SETI@Home, 35, 36
Sigmoid kernel, 112
similarity analysis, 152, 153,
157161
SIMILARITY procedure, 158
single linkage, 134
singular value decomposition
(SVD), 151, 211212
size, of disk drives, 2829
slack variables, 111
Snow, 48
software
future developments in,
237238
shifts in, 2425
three-dimensional (3D)
computer-aided design
(CAD), 3031
solid state devices (SSDs), 28
spanning tree, 121n15
Spark, 46
264 INDEX
speed
of CPU, 2930
of memory, 33
network, 3334
star ratings, 206207
starting values, 97
Stinchcombe, Maxwell
Multilayer Feedforward
networks are Universal
Approximators, 92
stochastic gradient descent,
166167
storage (disk), 2729
storage area network (SAN),
33n3
Strozzi, Carlo, 6
Structured Query Language
(SQL), 199
success stories (case studies)
financial services company,
197204
health care provider, 205214
high-tech product
manufacturer, 229232
mobile application
recommendations, 225228
online brand management,
221224
qualities of, 194195
technology manufacturer,
215219
sum of squares error (SSE),
134
supercomputers, 36
supervised clustering, 133
supervised learning, scoring for,
123124
support vector machines (SVMs),
107113, 144146
Support-Vector Networks (Cortes
and Vapnik), 111
symbolic aggregate
approximation (SAX), 219
T
tail-based modeling process, 15
tamoxifen citrate, 23
technology manufacturer case
study, 215219
teraflop, 239n2
text analytics
about, 175176
content categorization,
177178
example of, 180191
information retrieval, 176177,
183184
text mining, 178180
text clustering, 180
text extraction, 176177
text mining, 178180
text topic identification, 177
32-bit operating systems,
32n2
three-dimensional (3D)
computer-aided design
(CAD) software, 3031
TIBCO, 47
time series data mining
about, 149150
detecting patterns, 151153
Nike+ FuelBand, 154161
reducing dimensionality,
150151

TIOBE, 47, 47n1
tools, analytical
about, 43
Java and Java Virtual Machine
(JVM) languages, 4446
Python, 4950
R language, 4749
SAS system, 5052
Weka (Waikato Environment
for Knowledge Analysis),
4344
traditional marketing campaign
process, 198202
tree-augmented naive Bayes
(TAN), 120121
tree-based methods, 101107
trend analysis, 157
Truncated Newton Hessian Free
Learning, 101
Twitter, 221224
U Learning Representation by
UNIVARIATE procedure, 51
UnQL, 7
unsupervised clustering, 132
unsupervised segmentation, 135
V
validation data, 9798
Vapnik, Vladimir
INDEX 265
Estimation of Dependencies Based
on Empirical Data, 107
Support-Vector Networks, 111
variance, 105
volatility, of memory, 32
W
Wards method, 138
Watson, Thomas J., 239
Watson computer, 7, 239240
web crawling, 176
Wedderburn, Robert, 84, 87
Weka (Waikato Environment for
Knowledge Analysis),
4344
White, Halbert
Multilayer Feedforward
networks are Universal
Approximators, 92
Wikipedia, 6, 7
Williams, Ronald J.
Back-Propagating Errors, 92
Winsor, Charles, 80n2
winsorize, 80, 80n2
work flow productivity, 1719
World Wide Web, birth of, 5
Z
Zuckerberg, Mark, 7