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IBM

Watson
Analytics
Workshop Guide
Version 2.5 Dated
13th September 2016
WATSON ANALYTICS

This workshop was


created by: Ashley Perry
Alex Josephs
Sara Mekhail
Richard McMurray
Jason Salares
Phillip Wall
Copyright IBM Corporation 2016

IBM, the IBM logo, ibm.com, and IBM Watson are trademarks of
International Business Machines Corp., registered in many jurisdictions worldwide.
Other product and service names might be trade - marks of IBM or other
companies. A current list of IBM trademarks is available on the Web at Copyright
and trademark information at www.ibm.com/legal/copytrade.shtml.

This document is current as of the initial date of publication and may


be changed by IBM at any time. Not all offerings are available in every country in
which IBM operates.

THE INFORMATION IN THIS DOCUMENT IS PROVIDED AS IS WITHOUT


ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY
WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR
PURPOSE AND ANY WARRANTY OR CONDITION OF NON-
INFRINGEMENT. IBM products are warranted according to the terms and
conditions of the agreements under which they are provided.

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Table of Contents
Contents
Intr oduction .............................................................................................................................................................5
Use Case ...................................................................................................................................................................6
Warmup ....................................................................................................................................................................8
Exercise 1: Examine the survey results........................................................................................................8
Workshop 1 - Login and Datasets .............................................................................................................................9
1. Getting Started........................................................................................................................................9
2. Viewing Account Information and D o cumentation .............................................................................. 11
3. Lo ading D ata to Watson Analytics ....................................................................................................... 12
Excel/CSV File .............................................................................................................................. 14
Database - IBM DB2 as an example............................................................................................. 16
IBM Cognos 10 ............................................................................................................................. 20
4. Data quality score ................................................................................................................................. 22
5. D ata set options ................................................................................................................................... 23
Workshop 2 Discover (Explore) .......................................................................................................................... 26
1. Creating a Discovery by Asking a Question (across all data tiles) ......................................................... 27
2. Creating a Discovery by Asking a Question (data specific) ................................................................... 28
3. Using the Discoveries Panel .................................................................................................................. 33
4. Mo difying a Visualization ..................................................................................................................... 35
5. Creating a Visualization Manually ......................................................................................................... 40
6. Create additional Discoveries ............................................................................................................... 45
Workshop 3 Refine ............................................................................................................................................. 47
Workshop 4 Discover (Predict) ........................................................................................................................... 53
Workshop 5 Assemble a Dashboard ................................................................................................................... 59
1. Creating a Display ................................................................................................................................. 59
2. Adding Discoveries to your Display ...................................................................................................... 61
3. Finishing and Styling ............................................................................................................................. 65
Workshop 6 Advanced Features......................................................................................................................... 69
1. Discovery .............................................................................................................................................. 69
2. Drill Across ......................................................................................................................................... 72
3. Examining the Data set in a Discovery ................................................................................................. 74
4. Connecting to Twitter Data .................................................................................................................. 76
Appendix ................................................................................................................................................................ 80

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Sample data for self-paced questions ................................................................................................................... 80


1. Self-Paced Questions ......................................................................................................................................... 81
1. WA Airlines Self-Paced Questions ........................................................................................................ 81
2. Accounts Receivable Prioritization ....................................................................................................... 83
3. Employee Performance ........................................................................................................................ 84
4. HR Attrition ........................................................................................................................................... 85
2. Self-Paced Answers............................................................................................................................................ 86
1. WA Airlines ........................................................................................................................................... 86
2. Accounts Receivable Prioritization ....................................................................................................... 91
3. HR Attrition ........................................................................................................................................... 96

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Introduction
Watson Analytics is a cloud based
solution intended for the business user to
quickly gain insights from their data. It
helps business users understand
WHAT is happening in their business,
WHY its happening, and
COMMUNICATE their insights to
drive action. Users will gain a better
understanding of their business through
automated analysis and data preparation
tools as well. Finally, Watson Analytics can
be used as a presentation platform to
present all of these findings. This allows
stakeholders to think ahead and make
proactive positive, changes in the
company.

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Use Case
You are a Chief Marketing Officer of a major United States
Airline corporation called WA Airlines Inc. In the last
Board meeting, there was a long discussion around
customer satisfaction and how your customer
satisfaction compares to that of your competition.

Amongst the board, there is the perception that the


organization has a problem. This perception was most
likely caused by the recent news article citing new
airfare increases in the industry. So you took an action
item to go to an agency and asked the agency to run a
survey of your customers and your competitors
customers.

You just received the survey results with information on


satisfaction, the loyalty status they have with you and the
competitor airlines, age, gender, how price sensitive they
take, last time they flew with your airline, how many flights
they do, how they spend their time at the airports, what
type of travel they did, what kind of class they travel in, trip
origin and destination, if they were delayed or not and so on.

The agency that you worked with has loaded the results
of the survey into an online database, as it is too large for
them to send it over the email. In todays analysis, you will
use Watson Analytics to execute three main tasks.

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Use Case
Explore what the respondents are saying in their
1 responses. How satisfied are flyers with our airline,
which customers are not happy and what other things
. stand out in their responses?

Identify what is influencing satisfaction so you can


2 develop projects and take actions to alter future results.

.
3 Develop a dashboard to showcase your findings and use it
to tell a story of what you discovered and any actions you
. might take from this analysis.

This process of Discovery using visualizations to communicate


comparisons, relationships, and trends; spiral visualization to show the
key drivers; and decision rules to predict an outcome in a target field,
allows you to understand WHAT has happened and WHY it happens.
Displaying the insights to COMMUNICATE the findings is exactly how
we as business users work.

We first try to check the facts, identify if the problem is a problem and
potentially how big it is.

Secondly we try to understand why the situation is as it is. This is


mainly to understand the drivers and the influencing factors that we
can influence to correct an unacceptable situation or foster something
that works really well.

Lastly we present our findings back to the requestor, to our teams or


whomever.

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to

Warmup
Exercise 1: Examine the survey
results
1 Navigate to the dataset.

2 Open the file called Satisfaction

. Survey WA Airlines.xls
Survey.
3 Familiarize yourself with a sample of

. the data youll be working with.

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Workshop 1 - Login and


Datasets
Watson Analytics - Welcome
page and working with data sets
1. Getting Started
Go To www.watsonanalytics.com

Sign In at the
upper right.
You will receive the
username and
password from your
instructor.

Sign in using
your user na me
and password.

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Once logged in you will see the main Watson Analytics.


Welcome screen

A Add
and tune
data in Watson Analytics.
B Discover insights to help solve your business problems.
C Monitor and communicate your findings with others.
D Add new data.
E Navigate shared or personal folders.
F Access existing data, discoveries and displays.
G View product documentation and account settings.

Notice that you log in to the personal workspace for your organization
or department. In this personal space users can share their data or
their saved insights. Every user has a personal folder where their
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assets are saved. Each personal folder is private and only accessible
by the owner and Administrator.

2. Viewing Account Information and


Documentation
View Account Information by clicking the person icon in the upper right
corner then click Account Settings.

The overview screen provides various pieces of account information


such as role, subscription level, number of licenses and total space
available and used.

The Users section shows you those members of your organization and
their role and allows you to manage accounts.
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Click the V in the top left corner to open the navigation menu and close
the Account Settings page with the small x.

To access Watson Analytics Help,


Click the ? question mark in the
upper right corner then click Docs
and select the relevant section you
want to learn about. This will open in
a new browser tab.

The Watson Analytics


Community can also be accessed
from here.

3. Loading Data to Watson Analytics


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You can upload Excel or CSV files into Watson Analytics as well as
connect to data residing in different data sources such as IBM DB2,
IBM SQLServer for Bluemix, Box, DropBox and OneDrive. Other data
sources will become available in the future. Depending on your
subscribed edition of Watson Analytics you will have different limits on
the size of your uploads:

Watson WA Plus WA
Analytics Professional
For this workshop you areMax
part 256
of a Columns
professional edition of Watson
Max 50 Columns
Analytics. This area was created specifically Max 500 Columns
Max 1M Rows for training purposes. Please
Max
do not 100Kany
upload Rows
sensitive data into this area as it Max 10M Rows
is shared for multiple
training courses. Your own Watson Analytics, Watson Analytics Personal
or your companys Watson Analytics Professional edition with your own
IBM ID is fully secured and can hold any data you want.

For more information on Watson Analytics Editions and supported Data


Sets check the following link:

http://www.ibm.com/marketplace/cloud/watson-analytics/us/en-us

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Excel/CSV File
In this Workshop we will be working with a dataset called Satisfaction
Survey that was previously loaded by the Administrator to your
organizations Watson Analytics Public Workspace. These are the
Survey results you got from the agency you are working with.

The steps below are just to highlight how data can be loaded into
Watson Analytics. The User does not need to do the actual load for this
workshop.

1.
Log in to the Welcome Page
and click + New data

2.
Click Local File

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3.
Drag and drop your file onto
Watson Analytics, or click
Browse to locate the file

4.
Click Import

During the Data Set creation, the first 20% of Watson


Analytics is taking a copy of the data and securing it in
our Watson Analytics secure cloud environment. The
remaining 80% Watson Analytics is reviewing the
columns and rows of data and building an
understanding of what relationships exist to help guide
business users through their analysis. Once the Data Set
creation is complete, the data is by default saved to the
users personal data folder.

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3.
Database - IBM DB2 asClick
an the
example
DB2 connection

1.
Log in to the Welcome Page
and click + New data

2.
Click Connection

Here you can load data from your IBM DB2, IBM dashDB or any other
connections your administrator has already created and made available
for you.

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Watson Analytics will display all the Tables that are available to you.
For our workshop we are using the table called Satisfaction Survey. On
the import from DB2 Data Connection screen you can do the following:

4.
Navigate to your data
schema and tables

You have the option to either upload the data, which will create a new
data tile immediately; or you can Shape before which give you the

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ability to refine your data and take advantage of the suggested


improvements made by Watson Analytics.
5.
Click Shape before

6.
This screenshot has both the Metrics; and the Operations, History and
Details panes displayed. Click the X to close the
Data import screen

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Current available data connections are shown below, accessible from


the account setting screen.

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IBM Cognos 10
To connect to your IBM Cognos 10 Instance you first need to configure
your IBM Cognos 10 environment as instructed in the Watson Analytics
Help Docs under Data > Adding data from Cognos BI or Cognos
Analytics reports as a data asset.

Once you have configured your IBM Cognos 10 environment to work


with Watson Analytics you can now connect to IBM Cognos 10 reports
that contain list query objects.

1.
Log in to the Welcome Page
and click + New data

2.
From the
default Import
tab click IBM
Cognos Report

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3.
Enter the URL
for the Cognos
BI Server and
click Connect

4.
You will be prompted to
enter your Cognos
Username and
Password. Once
entered click OK.

5.
You can now navigate through the
Cognos Connection Folders and select
the List Report you want to connect
to (Public Folders -> Airline Customer
Revenue -> Airline Revenue ->
Revenue by Loyalty Status ->
Page 1 -> Revenue by Loyalty Status
List) then select Upload Data.

Watson Analytics will create a Data Set for you using the List Report
contents and will save it by default to your personal data folder.

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4. Data quality score


Locate the Data Set you
will work with on the
Public Data Workspace
of Watson Analytics.
Notice the calculated
data quality score
assigned to your Data Set.

The data quality score ranges between 0 and 100.The quality score
measures the degree to which the data is suitable for analysis. It is an
average of the data quality score for every field in the Data Set, as
determined by missing and constant values, influential categories,
outliers, imbalance and skewness. Simply put, the lower the quality
score the less suitable the data is for in depth analysis.

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5. Data set options

1.
Click the three dots on your
Data Set to explore the
Data Options you have

You can Delete and Rename a Data Set; Move your Data Set and
share your it with other users in your workgroup. You can replace your
data with an updated dataset with the same structure. All Workbooks
built on top of the original Data Set will be updated. You can also
Refine your Data Set to only include that data you want to wor k with, or
to add additional data groups, calculations and hierarchies.

If you Delete a Data Set all Discoveries and Displays built using of this
Data Set will be also deleted.

2.
Click Move

You can move a Data Set outside of


your personal folder to the Watson
Analytics Shared Space so other
users can use it. At any time, you
can move it back to your personal
folder to become private again.

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3.
Select the Shared
folder and click Move

4.
If you have full control
of the Data Set, you
can define the access
level for the other
users. If you dont have
full control on this Data
Set, this screen will
look different.

5.
Click Cancel

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Summary
In this section you have examined the Watson Analytics Welcome
page, viewed your account information, as well as Watson Analytics
Documentation. Youve seen how to upload a CSV/EXCEL file, connect
to a Database or your Cognos instance to load Data Set into Watson
Analytics. Finally, you examined your data quality score and some
options like deleting, sharing and updating your Data Set. You can now
explore your data, run predictive analytics, refine your data, or build a
display.

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Workshop 2 Discover
(Explore)
Introduction
The Discovery Capability enables the business user to better
understand their data through visualizations. Users can ask questions
about their data in plain language and get the answers to their
questions in the form of a chart or graph that is automatically created
by Watson Analytics, but can be modified by the users. Watson
Analytics also provides the user with starting points for their analysis as
well as interesting insights that they might be interested to explore
thoroughly.

In todays analysis, there are 3 steps I need to address:

1. What is happening with my clients?


2. Why is it happening?
3. What Actions should we report back?

Remember that we discussed this before and that this is exactly how
you as a business user work.

Watson Analytics supports this natural progression as a guide. First,


you should explore your survey results and see what the respondents
are telling you. How happy are they with your airline, which customers
are happy, and how they are flying.

Second, you would need to look into areas of their responses where
you need more clarity. You need to explain the drivers behind it so you
can assign actions to it.

Finally, you are going to assemble an interactive display that you can
present in your next meeting. This will help you report back and incite
action from your analysis.

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1. Creating a Discovery by Asking a


Question (across all data tiles)
Over time you will accumulate data tiles using Watson Analytics. The
welcome page allows you to ask questions across all data sets.

1.
On the Welcome
page Data screen,
click in the Ask a
question about
your data text box

2.
In this example I have sample data loaded about Satisfaction, Product
Sales and Student attrition. Asking the question sales over time
provides starting points from both the Satisfaction and Sales data sets.
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2. Creating a Discovery by Asking a


Question (data specific)
1.
On the Welcome
page Data screen,
click your Data Set
called Satisfaction
Survey WA Airlines
in the Shared
folder

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As a user you are presented with a number of Starting Points or Natural


Language Questions you might want to explore within your data. You
can see Watson Analytics has questions about price sensitivity, % of
Flights with other Airlines, etc. which is very interesting for you as a
Chief Marketing Officer. Watson Analytics pre-calculated these insights
for you without any interaction between you and the system. However,
today you are really interested in what is driving customer satisfa ction.

You will see there is also a starting point showing what drives
Satisfaction. We will look at this in more detail in Workshop 4.

As a user, you appreciate the suggested starting points as it helps you


understand that there are more ways to look at your data than you
might be aware of. Watson Analytics extends the Natural Language
Dialog so that you can ask a question about your data. Simply begin
typing in a question and Watson Analytics will generate a list of
relevant questions.

As you can see, Watson Analytics has suggested that clients may be
sensitive to price depending on where they are traveling. This is not
something you might have thought about, but with Watson Analytics
cognitive assistance, I am seeing that this might be important.

2.
In the Ask a question textbox, type the following:

How does satisfaction compare by airline name?

Press Enter

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Watson Analytics interprets your question using a cognitive approach,


and presents it back to you. Each of the resulting questions is shown,
with most relevant first, and also provides you a hint as to how Watson
Analytics wants to visualize the data to address your question. With this
question, you can actually see if you, as a company, have a problem or
not.

3.
Click the first
answer: How do
the values of
Satisfaction
compare by
Airline Name

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Now Watson Analytics translates your question into a data visualization


answer with little effort on your part. The infographic in the questions
give away what visual Watson Analytics will show.

Your Airline is WA Airlines. If you focus on your airline, you can quickly
see that you are not much better or worse than your competitors in
terms of average satisfaction. Based on the survey results you are
consistent with the rest of the industry in terms of satisfaction. So the
perception of the board does not seem to be entirely true.

Note that Watson analytics automatically selects to summarize


Satisfaction as average as we expect questions about satisfaction to
use average as a standard versus sum.

You want to analyze this further to find out why the board came up with
the perception regarding low customer satisfaction for your airline.

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You could continue to ask questions, using the + plus button alongside
the Discovery 1 tab; you could start filtering, or interacting with the
visualization, but you can also look to Watson Analytics for some
suggestions on what else to look at. For example, there are a number of
Discoveries at the right of the screen. These are just like the starting
points you saw on the first page of Discover, but these are now contextually
relevant areas of exploration, which are related to the data currently on the
screen - Satisfaction, and Airline name.

As you will see later, for ease of navigation it is best practice to name
your New discovery set, and each of the discoveries you want to keep.

3.
Double click
Discovery 1 and
rename is Sat by
Airline

4.
Click the save
icon in the upper
right of the
screen

5.
Name your Discovery set
Satisfaction Insights and
save to your Personal
folder.

Click Save.

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3. Using the Discoveries Panel

1.
Scroll through the Discoveries
and click on the highlight Top
Airline Status by Satisfaction
and click new page

A new tab is displayed with your next visualization.

In reviewing this, it is not completely clear how satisfaction differs


between the various airline statuses. This is because the eye cannot
easily differentiate between the sizes of the bubbles. Another chart typ e
may be clearer for me to identify the issue.

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2.
Click the Visualization icon at
the top left of the screen to
display the visualization panel
with recommended alternative
visualization options.

Select Bar then close the


Visualization panel

You can readily see there is a problem with your Blue customers, your
economy status customers. But you can also see you have a problem with
your Platinum customers, your most profitable customers. Quickly with
Watson Analytics you can see you have Satisfaction issues in your
largest group of customers, the Blue, and your most profitable group,
Platinum.

Now, another question you might have is whether or not this is related to
type of travel. How does it compare and why are customers flying with
us?

3.
Rename the tab Sat
by Status and save
the discovery set

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4. Modifying a Visualization

4.
From the Data Tray at the bottom of the screen, drag Type of
Travel to the Color By section of the visualization formatting area
at the bottom of the screen

Hint: you may need to scroll right using the right arrow beside the data
column names as highlighted.

Now with the Type of Travel added you can see which customer groups
are satisfied and which are not by how they are traveling. There is a big
variation in satisfaction depending on what their type of travel is.

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In reviewing this, its clear that people flying for Personal Travel are the
least satisfied. I can also see that Business Travel is generally amongst
the highest except for the Silver customers, but the difference is very
small. Thats interesting because it tells us that we must have a
problem with Personal Travel. Once again a different recommended
visualization may make it easier for me to identify the issue.

4.
Change the chart to a Treemap
then close the Visualization
panel

In this Tree map, you can easily identify that Personal Travel
represents the lowest average satisfaction and that your Platinum
status group is the least satisfied. This is a new and compelling insight
that hasnt been discussed before. You can quickly and easily share
this information with a colleague by plugging it into an email and
sending it without ever leaving Watson Analytics.

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5.
In the upper right corner, click the Share icon

6.
Select Email

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7.
Here you can select how
you want to send the
attachment and provide
other required email details
such as To and Subject and
an optional Message

Click Send, or the left arrow


and close the popup

For now, you want to focus on your more elite status customers, so you
want to exclude the Blue Status.

8.
In the Legend under Airline
Status right click Blue and
exclude

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9.
Rename the Discovery
tab to be:

Sat by Status & Travel

Save the Discovery set.

Now you are able to focus in and see that your Platinum Group is the
least satisfied group regardless of their Type of Travel. This is a
problem and you need to address it.

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5. Creating a Visualization Manually


The may be occasions when you want to manually create a
visualization to answer a specific question. Suppose you want to
compare flight distance by airlines. You could simply type the question,
or you can start with the visualization and populate the fields manually.

1.
Click the + plus symbol to create a new Discovery tab.

Scroll down and click the Bar visualization

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2.
The visualization will
display with sample data

Rename the tab:


Flight distance by Airline

3.
Populate the data slots
by dragging the column
names from the data
tray at the bottom of the
screen

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4.
Click the Format icon at the top left of the screen to display the
Format panel.

Under Variations, uncheck the Swap axes checkbox then close


the Format panel

5.
Right click Airline Name
in the visualization
formatting section below
the visualization.

Click Sort

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6.
Click Descending by
value

This is useful because it gives some context to that satisfaction score -


some airlines fly longer flights and more frequently. From this, I can
see that WA Airlines is the airline that flies the 2nd longest average
flights. What the number of flights? I can get an idea of that by looking
at the sum of flight distance as opposed to the average.

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7.
Right click Flight Distance
in the visualization
formatting section below
the visualization.

Click Summarize

8.
Change the summary
to Sum

Save the Discovery


set

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6. Create additional Discoveries


Create the following visualizations using any of the above methods (ask
a question, modify an existing visualization or create manually).

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Summary
Watson Analytics has helped us answer questions such as:
How does our customer satisfaction compare to our competition?

What is the average customer satisfaction by Loyalty Status, travel type


and flight distance?

The answers given by Watson Analytics were in the form of


visualizations that can be easily modified, shared, and saved. We have
also been provided with new and interesting insights.

To understand what is actually driving Satisfaction, you will want to run


some analytics to gain further insights. Before you do that, you will
want to Refine your Data Set and filter by WA Airlines. This will allow
us to see the key drivers of Satisfaction for our airline, and not the
entire industry.

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Workshop 3 Refine
Introduction
Before we start running Predictive Analytics on the data we will first
filter our data as well as create a few new columns by Refining the data
and creating a new data set.

We are doing this in order to focus the next step only on WA Airlines
and not all airlines. So when we predict what drives Satisfaction we
want to execute that prediction on only our own airline and not all
others as others might have different drivers for satisfaction.

1.
Navigate to your
Satisfaction Survey
WA Airlines data set

2.
Access the Data set
Data Options menu
and click Refine

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3.
Click the column header Airline Name,
and select WA Airlines

4.
Click outside the Airline Name pop up
window with the list of names for it to
disappear

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5.
Click the down arrow next to the
save icon and click Save As.

6.
Name the data
set Satisfaction
Survey WA
Airlines Filtered
and save to your
Personal folder.

Click Save

7.
Click the Actions
icon on the left

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8.
Then select Data group

9.
Fill in the pop up window as per the screenshot

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10.
Click New group and rename it Economy.

Click OK

11.
Click Group remaining and select Yes. Name the group Business and click Done

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12.
Click the Actions icon on the left
again and this time select
Hierarchy

13.
Fill in the Hierarchy pop up window
as per the screenshot using the
Add level button as required.

Click Done

Save your refined data set again and navigate back to the Watson
Analytics welcome screen.

Summary
We just filtered our data so we are now focused only on WA Airlines.
We were also able to create a few new variables so our data is more
manageable and provides better insights and visuals. Now we are
ready to build a prediction to find the key drivers behind Satisfaction.

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Workshop 4 Discover
(Predict)
Introduction
When a user creates a prediction, Watson Analytics applies statistical
algorithms to the data to discover insights, patterns, and correlations in
the Data Set. The predictive capabilities use the SPSS engine wrapped
up in a user-friendly, easy to understand interface so complex
predictive analytics can be applied by a business user.

Now with our data filtered down to just our airline, we can figure out
what is driving high or low levels of Satisfaction.

1.
Navigate to your
personal folder. Click
the Satisfaction
Survey WA Airlines
Filtered Data Set.

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2.
Click the starting
point What drives
Satisfaction?

Watson Analytics will run predictive analytics on your data to find out
what really drives Satisfaction.

Watson Analytics is now running all the advanced algorithms against


the data and will select the one that yields the most accurate results.
The results you get are different predictive models that show how the
attributes in your data drive your target, in this case Satisfaction.

3.
Rename the Discovery: Sat Drivers

Save the Discovery set as: Sat Survey WA Airlines Predictions


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4.
Hover over the small circles in your bulls-eye chart to identify what
fields in your Data Set have the strongest impact on satisfaction. The
closer a field is to your target, the higher the impact it has on
Satisfaction.

5.
Click the + plus
symbol to the
right of the
Drivers to see
the visualization

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The resultant visualizations provide deeper insight to the drivers of


Satisfaction

6.
Click the Sat Drivers tab name
and then duplicate the Tab.

Rename it: Customer Profiles

Businesses seldom depend on only one or two items as drivers. In the


real world, there are many drivers behind satisfaction.

To get as predictive as possible, you will want to use a combination of all the
variables. To do this, we will use a decision tree.

7.
Click the Visualization icon at
the top left of the screen to
display the visualization panel
with recommended alternative
visualization options.

Select Decision Tree then close


the Visualization panel

Alternatively, use the Decision Tree discovery in the side panel if it is


there:

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Once in the Decision Tree, there are two ways to view and consume
the information.

By default, you will see the Decision Rules. There are plain English
rules in descending order of the most predictive combinations of input
values that drive the target values for Satisfaction.

Alternatively, you can view the Decision tree itself.

How to read the Decision Tree?

From the left (All Data) you will see that Type of Travel is the best
explanation for satisfaction (the strongest predictor). You will now see
three boxes Business Travel, Mileage Tickets and Personal Travel.
Those are the three travel types we have in the survey results.

The lighter shaded boxes show least satisfaction. The boxes, or nodes,
can be clicked to expand/collapse subsequent branches of the tree. The
Decision Tree can also be dragged around the screen to focus on a
particular aspect; or zoomed in/out (using scroll wheel on a mouse).

If you hover over one of those boxes you will see more information on
it. For instance, for Personal Travel you will see an average satisfaction
of 2.55.
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8.
By clicking the nodes; dragging the decision tree around the screen;
and zooming in and out, navigate the decision tree as follows:

9. Save the Discovery Set.


Summary
You can see how easy it is to create predictions using advanced
statistics and algorithms without any knowledge of data mining or
statistics. Watson Analytics gives users access to advanced analytics
that before could only be attained by going through a statistician or
data scientist. Not only are they all run for you, but the most accurate
results are also presented to you in multiple, visually compelling ways.
It is as simple as selecting a target variable, and giving the workbook a
name.

With this section we added to our knowledge about where and how big
the problem with satisfaction is, (refer to Workshop 2 Discover
(Explore)) the understanding of why customers are unhappy, what
explains their satisfaction and what customer groups we should act on.
Something a purely visual data exploration would not provide you with.
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Workshop 5 Assemble a
Dashboard
Introduction
Users can build dynamic, interactive, visually appealing displays in
Watson Analytics to showcase the results of their discoveries.

Any saved discoveries can be added to the display, along with filters to
focus on specific areas. Watson Analytics also provides templates that
can be used to build the displays.

1. Creating a Display
1.
Navigate to the
Watson Analytics
welcome screen and
click Display

2.
Click the + New
display button

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3.
Rename the New display
Satisfaction Survey
Dashboard.

Ensure Dashboard is
selected and click Create

4.
Select this template

*For ease of use in the next section we will refer to the panels in the
dashboard template by numbers as per the following.

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2. Adding Discoveries to your


Display
Content is added to the display by locating existing discoveries. This
can be done either by searching or manually navigating the folders.

Users can also add images, shapes, text, media and webpages to their
Displays. We will do this later.
1.
Expand the Personal

Then expand the


Satisfaction Insights
Discovery Set

2.
Drag and drop the
Price Sensitivity
discovery to panel 1

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Hint: Drop a discovery in the center of a template panel for it to fill the
panel.

3.
Populate the remaining template panels as follows with these discoveries
to create the display in the screenshot below:
1. Satisfaction Insights > Sat by Status and Travel
2. Sat Survey WA Airlines Predictions > Sat Drivers
3. Satisfaction Insights > Sat by Airline
4. Satisfaction Insights > Sat by Age Range
.

4.
Rename the Display tab: Sat Insights.

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5.
Create a second Display tab using the single panel template, and populate
with the Decision Tree from the following Discovery Set:

Sat Survey WA Airlines Predictions > Customer Profiles

Expand/Collapse the nodes to display as per the screensho t below:

6.
Rename the Display tab: Customer Profiles

7.
Return to the Sat Insights
Display tab and click the
Filters icon on the left of
the screen.

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8.
From the list of data filters, click the + plus
symbol next to Airline Name to add it to the
This tab filter zone at the top of the display.

Alternatively drag and drop Airline Name to


the same place.

9.
Click the Airline Name filter and make airline selections to
see the interactivity within the dashboard

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3. Finishing and Styling


There are many options to improve the display using either Widgets or
by Formatting the discoveries already in the display.

1.
Return to the Sat Insights Display tab and click the map in Panel 1
of the Display. Click the Format icon on the left of the screen

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2.
Uncheck the
Legend
checkbox. Note
the change to
the visualization

3.
Experiment with the other Formatting options

The Format menu is context sensitive depending on what is currently


highlighted on the Display. For example, Clicking the Display tab name
will change the format menu to allow you to update the Display Theme.

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4.
Click the Widgets icon on
the left of the screen.

Reinforce your Display and improve the look and feel of your
dashboard by adding text, images, and shapes. You can also add
action to your display by embedding media and web pages.

An example of a formatted dashboard which may be used in this


scenario is shown below.

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Workshop 6 Advanced
Features
1. Discovery

1.
Click on the Satisfaction
Survey WA Airlines Data
set and type the question:
What is my average
satisfaction by airline status

Click How do the values of


Satisfaction compare by
Airline Status.

2.
Click Airline Status below
the visualization. You
should see a popup
window, click Set a
condition

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3.
Click Top/Bottom

4.
Click Top count then switch
it to Bottom count.

5.
Set Number of results to 2,
then click Apply

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Note how your visualization changes to show the 2 lowest values of


Satisfaction for Airline status.

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2. Drill Across

1.
Create an Exploration based on the Satisfaction Survey WA Airlines
data set by questioning: How does average satisfaction compare by
airline name?

Click the first answer How do the values of Satisfaction compare by


Airline Name?

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2.
Here we have a visualization showing satisfaction across all airlines.
Imagine you want to focus on type of travel, but only for your own airline
WA Airlines This can be done in one step thanks to Watson Analytics drill
across capability.

3.
Right click on WA Airlines
and select Type of Travel

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4.
You will see that the
visualization has changed
to show type of travel, and
has also applied a filter on
Airline Name at the same
time as noted by the sub
heading to the title

3. Examining the Data set in a


Discovery
1.
Open any Discovery insight. Review the Data Set by
clicking the double bars in the center of the screen
on the bottom bar.

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2.
You can see all the
fields/data in your Data
Set.

Right click to access


Properties

Left click to filter the list

3.
Click the Data Metrics Icon on the left. You can now view the quality score for
your fields, the distribution as well as the missing data percentage.

4.
Click the double bars again to minimize the data tray

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4. Connecting to Twitter Data


A user can use Twitter as a data source for Watson Analytics. This
feature is only available in the Plus and Professional versions. A user
defines a hashtag, a time range and Watson Analytics imports 25K of the
tweets (50 for Professional users) containing this hashtag that were
tweeted in this time frame.

1.
Log in to the Welcome Page
and click + New data

2.
From the Default Import tab, click Twitter

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3.
Enter the required
hashtags and
start/end dates

4.
Click Import. Watson Analytics will
extract the tweets and the Data Set will
appear on your Data page and can be
used to Discover new insights.

5.
Click the Data Set and one of the starting points

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6.
The resulting
visualization will
appear

7.
Expand the data tray at the bottom of the screen by
clicking the double lines

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Fields that are included in the Twitter Data Set are as follows:

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Appendix
Sample data for self-paced
questions
Note: to load the sample data; from the Data tab click +New Data; then
click Sample Data. Finally select your data set and click Import. The

data set will appear in your personal folder.

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1. Self-Paced Questions
1. WA Airlines Self-Paced Questions
With the WA Airlines data set (see workshop 1 section 3 to load the XLS
file) use Watson Analytics to answer the following questions:

Refine

1. What is the overall Data Quality Score for the Satisfaction Survey data set?
2. The column Departure Delay in Minutes has what % of Missing Values?
3. What is the default Aggregation for the Age column?
Discover

4. What is the Average Price Sensitivity for Origin State for Texas?
5. What is the Average Satisfaction for all Airlines?
6. What is the Average Satisfaction for WA Airlines?
7. What Age Range has the Highest Satisfaction and what is it?
8. What is the Age of Males with the highest satisfaction score?
9. Which Age for Females has taken the most number of flights?
10. Which Airline on Average has the longest Flight Distance?
11. For WA Airlines for People flying for Personal Travel which Airline Status is the least
satisfied and what is the value.
Predictions

12. What are the Top Two Drives of Satisfaction and their %
13. How many individual drivers of Satisfaction are found?
14. 2.94 is the lowest average Satisfaction by Destination State for which state?
15. For the Age Drivers Chart from the Spiral what is the Largest Age Binned Group that
Watson Analytics creates

Looking at the predictive model for Satisfaction answer the following questions:

16. What is the Predictive Model Strength?


17. What is the range of Satisfaction?

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18. For the Highest Predictive Value what is the Average, Standard Deviation and Number
of Records.
19. When Looking at the Decision Tree for Satisfaction for the leaf of Personal Travel,
which two Airline Statuss are binned together by Watson Analytics?
20. When Looking at the Decision Tree for Satisfaction for the leaf of Business Travel, for
the younger binned ages what is the average satisfaction for Males?

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2. Accounts Receivable Prioritization


With the Accounts Receivable Prioritization Sample data set use Watson
Analytics to answer the following questions:

Refine

1. What column has the lowest data quality score?


2. What is the property type for customerID?
3. Which two columns have unique values?
4. Name 1 Hierarchy that was identified by Watson Analytics during upload?
Discover

5. Which country code had the highest Invoice Amount (Sum) in Year (Due Date) 2013?
6. Which country code had the highest Average Invoice Amount in Year (Due Date)
2013?
7. Name 1 Recommended Visualization Type for What is the trend of InvoiceAmount
over countryCode?
8. Which country code has the lowest Total (all years) Invoice Amount (Sum)?
9. What is the Invoice Amount (Sum) for that country?
10. What is the Invoice Amount (Average) for that country code?
11. What country code has the highest total number of disputes?
12. How many total disputes does that country have?
Predict Invoice Amount Drivers

13. What drives Invoice Amount?


14. What is the Predictive Strength % of the highest driver for Invoice Amount?
15. $70.27 is the highest average Invoice Amount by Country Code for which country?
Predict Invoice Amount Predictive Model

16. What is the Predictive Model Strength?


17. What is the decision rule for the highest InvoiceAmount?
18. What is the decision rule for the lowest InvoiceAmount?
19. What is the standard deviation for the lowest Invoice Amount?
20. What is the overall (All Data) Standard Deviation?

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3. Employee Performance
With the Employee Performance Sample data set use Watson Analytics to
answer the following questions:

1. What influences attrition? (Spiral)


2. What are the bottom 2 JobRole by JobSatisfaction and EnvironmentalSatisfaction?
(HeatMap)
3. What drives YearsAtCompany? (Spiral)
4. What is the breakdown of the number of rows by OverTime and Attrition? (TreeMap)
5. What is the average MonthlyIncome for each Education? (Packed Bubble)
6. What is the trend of average PercentSalaryHike over Age? (Line)
7. What is the average YearsSinceLastPromotion compare by JobRole and Attrition?
(Bar)
8. What is the trend of hourlyrate over age? (Line)
9. What drives MonthlyIncome? (Spiral)
10. What is a predictive model for attrition? (Decision Tree)
11. What is the attrition by rows for each jobRole? (Packed Bubble)
12. What drives businesstravel ? (Spiral)
13. What is the trend of MonthlyIncome over Age by Department? (Line)
14. What is the breakdown of gender by rows for each JobRole? (TreeMap)
15. What is the average worklifebalance by average monthlyincome for each department?
(Combination)

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4. HR Attrition
With the HR Attrition Sample data set use Watson Analytics to answer the
following questions:

1. Which column has the highest data quality score?


2. What is the property type for EducationField?
3. With what predictive strength do OverTime and JobLevel drive attrition? (Spiral)
4. What is the average EnvironmentSatisfaction for JobRole Human Resources and
JobSatisfaction of 1? (Bar)
5. What drivers have the highest predictive strength for YearsAtCompany? (Spiral)
6. How many people who had NO OverTime attrited? (TreeMap)
7. What is the average MonthlyIncome for Education 5? (Packed Bubble)
8. At what age is the highest average PercentSalaryHike? (Line)
9. Which JobRole has the highest level of attrition AND most average
YearsSinceLastPromotion? (Bar)
10. At what age is the highest average HourlyRate? (Line)
11. What is the top driver of MonthlyIncome? (Spiral)
12. What percent predictive strength has Watson Analytics determined if we are to take a
look at a predictive model for Attrition? (Decision Rules)
13. What JobRole has the highest amount of attrition? (Packed Bubble)
14. What type of visualization is the first one suggested when you ask What is the trend of
MonthlyIncome over Age by Department?
15. Are there are greater amount of male Laboratory Technicians or female Lab Techs?
(TreeMap)
16. Which department has the lowest average MonthlyIncome? (Bar)

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2. Self-Paced Answers
1. WA Airlines
1. 68%

2. 2% Missing Values

3. Average

4. $1.27
5. 3.38

6. 3.39 for WA Airlines

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7. Age Range 40-49 with 3.69 Average Satisfaction.

8. 39 year old Males with 3.95 Average Satisfaction

9. 80 year old females with 76297 flights.

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10. Cool& Young Airlines inc with an Average Flight distance of 1391.09.

11. Flyers with a Type of Travel of Personal Travel and an Airline Status of Platinum 2.18 for WA Airlines

12. Type of Travel 34% and Age Range 15%

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13. 4.
14. Delaware

15. 62 and above

16. 47.7%

17. 1.89 to 4.38

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18. Average: 4.38, Standard Deviation: 0.68, Number of Records: 1347 1%

19. Blue and Platinum

20. Average Satisfaction for Males is 4.36

21.

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2. Accounts Receivable Prioritization


1. Days Late
2. Text

3. Invoice Number and Customer ID

4.

5. 391

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6. 406

7. Bar, Packed Bubble, Treemap, Word Cloud

8. 897

9. $16,348.48

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10. $41.28
11. 406
12. 212

13. PaperlessDate and Country Code & Country Code

14. 28%
15. 406

16. 29.7%

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17. Disputed = YES, PeperlessDate=(43.2,43.5_;>43.5, countryCode=818

18.

19. 14.31

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20. 20.44

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3. HR Attrition
1. DailyRate

2. Text

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3. 84%

4. 2.4

5. (YearsWithCurrManager and TotalWorkingYears)

6. 110

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7. $8,277.65

8. 19

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9. Research Director

10. 57

11. JobLevel

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12. 85.6%

13. Laboratory Technician

14. Line

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15. Male

16. Research and Development

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Copyright IBM Corporation 2016

IBM, the IBM logo, ibm.com, and IBM Watson are trademarks of
International Business Machines Corp., registered in many
jurisdictions worldwide. Other product and service names might be
trade - marks of IBM or other companies. A current list of IBM
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trademarks is available on the Web at Copyright and trademark


information at www.ibm.com/legal/copytrade.shtml.

This document is current as of the initial date of publication and may


be changed by IBM at any time. Not all offerings are available in
every country in which IBM operates.

THE INFORMATION IN THIS DOCUMENT IS PROVIDED AS IS WITHOUT


ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY
WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR
PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGE-
MENT. IBM products are warranted according to the terms and
conditions of the agreements under which they are provided.

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