1.SAS Big Data Casesputting hype into practiceJeroen DijkxhoornHead of Strategic InitiativesGlobal CoE Information Management & AnalyticsSAS Copyright 2012, SAS Institute Inc. All rights reserved.

2. Agenda 2 Copyright 2012, SAS Institute Inc. All rights reserved. 3. SAS IntroductionCUSTOMERS55.000 SASBUSINESSANALYTICS EMPLOYEES 12.958 COMPANY$2.725 Billion 3Copyright 2012, SAS Institute Inc. All rights reserved. 4. SAS Netherlands4Copyright 2012, SAS Institute Inc. All rights reserved. 5. External ViewpointWe put nearly all of the data that22%is of real value to good useWe probably leverage about half 53% of our valuable data Vast quantities of useful data go 24%untapped Source: Economist Intelligence Unit 2011 Report, Sponsored by SAS, 2011 5 The Economist Intelligence Unit Limited 2Copyright 2012, SAS Institute Inc. All rights reserved. 6. OURPERSPECTIVEBig Data is RELATIVE not ABSOLUTEBig DataWhen volume, velocity and variety of data exceedsan organizations capacity for accurate and timelydecision-making. 6 Copyright 2012, SAS Institute Inc. All rights reserved. 7. THRIVING IN THE BIG DATA ERA VOLUME VARIETYDATA SIZE VELOCITY TODAY THE FUTURE7 Copyright 2012, SAS Institute Inc. All rights reserved. 8. Sources of Big DataConsumerGenerated BIGIn-Database AnalyticsText AnalyticsEnterpriseGeneratedDATAIn-Memory AnalyticsDevice Generated8Copyright 2012, SAS Institute Inc. All rights reserved. 9. Global Pulse is an innovationinitiative of the UN Secretary-General, harnessing todaysnew world of digital data andreal-time analytics to gain abetter understanding ofchanges in human well-being.9Copyright 2012, SAS Institute Inc. All rights reserved. 10. 10Copyright 2012, SAS Institute Inc. All rights reserved. 11. Project Objectives, Approach and Goals Project Objective Enrich insights into Unemployment Shocks and Resulting Coping Strategies by including Real-Time Social Listening Data and the Application of Analytic Methods Approach Investigated 500,000+ Social Listening Sources with respect to Unemployment Shocks Goals Can we understand qualitative experiences and feelings around unemployment to complement official statistics? Can online conversations provide an early indicator of impending job losses? Can the data help policy makers enrich their understanding of how communities cope? 11 Copyright 2012, SAS Institute Inc. All rights reserved. 12. 12Copyright 2012, SAS Institute Inc. All rights reserved. 13. Quantifying the Data with Mood States Captures Authors Psychological and Emotional State Hierarchical Dimensional Construction Positive dimensions paired with (opposite) Negative dimensions Results in 6 mood scales; each range from positive to negative Analytic Scoring Process 2-Stage Model Process Content Categorization Filtering Classifier Weighting Negation / Amplification / Dampening COMPOSED CONFIDENT CLEARHEADEDENERGETICAGREEABLE ELATED ANXIOUSUNSURECONFUSED TIREDHOSTILE DEPRESSED13Copyright 2012, SAS Institute Inc. All rights reserved. 14. 14Copyright 2012, SAS Institute Inc. All rights reserved. 15. 15Copyright 2012, SAS Institute Inc. All rights reserved. 16. 16Copyright 2012, SAS Institute Inc. All rights reserved. 17. 17Copyright 2012, SAS Institute Inc. All rights reserved. 18. 18Copyright 2012, SAS Institute Inc. All rights reserved. 19. CUSTOMERCATALINA MARKETINGCASE STUDY SAS IN-DATABASE ANALYTICS 4.5 HRS DEVELOPMENT EXPLORATIONDEPLOYMENTMODELMODELDATA2.5 petabytes of customer information23,000 stores and 14,000 retail pharmacies 60 SECONDS 250 million transactions per week 19 Copyright 2012, SAS Institute Inc. All rights reserved. 20. CUSTOMERCATALINA MARKETINGCASE STUDY SAS IN-DATABASE ANALYTICSSAS solutions have allowed us to actually predict what customers are likely tobuy and that has revolutionized our ability to make our clients coupons andmessages relevant to shoppersUsing SAS, weve automated the execution of our models and scoring themagainst our entire 140 million consumer database for the implementation ofmarketing campaigns literally in days.Not only that, but our samples are 10 to 15 times larger than anything anyoneelse is doing todayLaurie WachterSenior Vice President of Analytics 20 Copyright 2012, SAS Institute Inc. All rights reserved. 21. CUSTOMER167 HoursSAS IN-MEMORY ANALYTICSCASE STUDYDEVELOPMENT Bottom-line Impact:EXPLORATION DEPLOYMENT MODEL MODEL DATATens of Millions of Dollars"The unique method by which SAS is distributing complexworkloads is allowing us to perform even the most complex84 SECONDSanalysis in a fraction of the time. We view this as a majorbreakthrough for quickly analyzing and modeling color/sizeintensive product data across hundreds of store locationsconcurrently. +14% in sales, +17% in retained valueFive-year expected ROI = $500 million. 21 Copyright 2012, SAS Institute Inc. All rights reserved. 22. THRIVING IN THE BIG DATA ERA VOLUME VARIETYDATA SIZE VELOCITY VALUE TODAY THE FUTURE22 Copyright 2012, SAS Institute Inc. All rights reserved. 23. jeroen.dijkxhoorn@sas.comCopyright 2012, SAS Institute Inc. All rights reserved.