beyond analytics: prescriptive analytics for the future of your business by Álvaro barbero at big...
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Beyond analyticsPrescriptive analytics for the future of your business
Álvaro Barbero
www.iic.uam.es
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Beyond analytics
A note on Big Data Hype
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Gartner’s Hype Cycle of emerging technologies
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Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Gartner’s Hype Cycle of emerging technologies
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Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Gartner’s Hype Cycle of emerging technologies
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Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Gartner’s Hype Cycle of emerging technologies
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Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Big data Hypes leves
Big
dat
a H
ypes
leve
s
2012 2013 2014 2015
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Big data Hypes leves
Big
dat
a H
ypes
leve
s
2012 2013 2014 2015 2016 2017
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Big data Hypes leves
Big
dat
a H
ypes
leve
s
2012 2013 2014 2015 2016 2017
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Big data Hypes leves
Big
dat
a H
ypes
leve
s
2012 2013 2014 2015 2016 2017
GO SELL BIG DATA PROJECTS
NOW
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
What´s better to know?
What’s better to know?
What is happening
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
What´s better to know?
What will happen
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
What´s better to know?
How do I take advantage
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
What´s better to know?
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Levels of analytics
Levels of analytics
Descriptive analyticsWhat is happening
Predictive analyticsWhat will happen
Prescriptive analyticsWhat is the best strategy
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Descriptive analytics
Descriptive analytics
What is happening
- KPIs- Dashboards- Visualizations
Describe the data to get useful info
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Descriptive analytics
Descriptive analytics
What is happening
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Descriptive analytics
Descriptive analytics
What is happening
Estimate data we don’t
haveBeyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Predictive analytics
Predictive analytics
What will happenClusteringRegression
Anomaly detectionClassification
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Predictive analytics
Predictive analytics
What will happen
Real Predicción
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Predictive analytics
Predictive analytics
What will happen
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Levels of analytics
84%
13% 3%
Descriptive
Predictive
Prescriptive
Levels of analytics
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Prescriptive analytics
Prescriptive analytics
What is the beststrategy
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Prescriptive analytics
Prescriptive analytics
What is the beststrategy
START
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Prescriptive analytics
Prescriptive analytics
What is the beststrategy
START
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?????
?
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Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Prescriptive analytics
Prescriptive analytics
What is the beststrategy
START
??
??
?????
?
??
Descriptive Analytics
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Prescriptive analytics
Prescriptive analytics
What is the beststrategy
START
??
??
?????
?
??
Predictive Analytics
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Prescriptive analytics
Prescriptive analytics
What is the beststrategy
START
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
How it works
How it works
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
How it works
How it works
Numerical optimization
Predictive analytics
Prescriptive analytics
Descriptive analytics
=+
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Numerical optimization
Numerical optimization
Simple approach
- Predict expected benefit of each business action, independently of other actions
- Choose the action or actions that maximize benefit, within a budget or other constraints
- Easy to apply on top of standard analytic pipelines
A
B
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B
C
A
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Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Numerical optimization
Numerical optimization
Advanced approach
- Iteratively predict and simulate different future scenarios, considering all possible business actions and parameters, to obtain the different expected outcomes- Use outcomes of previous simulations to drive the search toward better solutions- Expert knowledge in optimization is required
Operations research Genetic algorithms Ant colony optimization
Application examples
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Application examples
Customer service automation
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Customer service automation
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Customer service automation
Level 1General support
Level 2Specialized Support
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Customer service automation
Level 1General support
Active Learning
Level 2Specialized Support
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Customer service automation
Experience with a
national bank
Over 300 issue classes
% a
ccur
acy
% machine classified
Automated
Manual
Smart pricing
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Smart pricing
Predictionof future room demands.
Simulationof expected sales given a pricing strategy.
Optimizationof the pricing strategy to maximize revenue.
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Smart pricing
Predictions must be accurate and consider all possible factors
… and if they are not, we need to know confidence bounds or some way to assess risk
Risk
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Smart pricing
Client traits
Marketing actionsHotel features
Environmental conditions
- Demography- City of origin- Family, business, …- Stays at other hotels
- Special offers- Promotions- Client interactions
- Hotel placement- Kind of location
- Competition- Weather
- Services- Rooms- Room rates
% Dto.
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Smart pricing
When smart pricing goes wild
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Smart pricing
Bussiness rules and constraints must be coded into the model
Prevents wild decisions
Retail logistics optimization
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Retail logistics optimization
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Retail logistics optimization
Cash demands forecasting
? ?
Transportation schedule optimization
? ?
?
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Retail logistics optimization
Predicted ATM and branch withdrawals
Predicted deposits Acceptable stock-out risk
Transportation rates Euribor rates Transportation andregulation constraints
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Retail logistics optimization
Expected gains
reduction in costs 14%
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Take-home message
Take-home message
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Don´t ask
Don’t ask what you can do for your data
Sculpture by Alicia Martín
Beyond analytics | Prescriptive analytics for the future of your businesswww.iic.uam.es
Ask
Ask what your data are going to do for you
(with prescriptive analytics)
C/ Francisco Tomás y Valiente, nº 11EPS, Edificio B, 5ª planta
UAM Cantoblanco. 28049 MadridTel.: (+34) 91 497 2323
www.iic.uam.es blog.iic.uam.es
Elementos gráficos de apoyo obtenidos en
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