Transcript Taking Your Application Design to the Next Level with

Gavin Russell-Rockliff
BI Technical Specialist
Microsoft
BIN305
Please Raise Your Hand If You’ve
Ever…
<… Put a Party Reference Here… >
Attended a Statistics Lecture ??
Got a Statistics Degree ??
Used SQL Server Data Mining ??
Agenda
Data Mining – What is it?
Data Mining – How do we do it?
Demonstrations
Visualisation
Reporting
ETL
Application
Q&A
Data Mining – What Is It?
According to Encarta
Noun
“Search for Hidden Information”
“The locating of previously unknown patterns and
relationships within data”
Server-Driven Discovery
Uses a combination of statistics, probability
analysis and database technologies
DM Enables Predictive Analysis
Role of Software
Proactive
Data mining
Predictive Analysis
OLAP
Interactive
Ad-hoc reporting
Passive
Canned reporting
Business Insight
Presentation
Exploration
Discovery
Business Scenarios
Forecasting sales
Churn Analysis
Detecting fraud or invalid data
Targeting promotions
Cross-selling
Determine Business Drivers
Our
End-to-End
BI
Offering
The Big Picture
DELIVERY
END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS
BI PLATFORM (RDBMS, ETL, OLAP, Reporting)
SQL Server
SQL Server
Reporting Services
Analysis Services
SQL Server DBMS
SQL Server Integration Services
Mainframe/
Departmental
Systems
Our
End-to-End
BI
Offering
The Big Picture
DELIVERY
END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS
SQL Server
Analysis Services
BI PLATFORM (RDBMS, ETL, OLAP, Reporting)
SQL Server™ 2008 Data Mining
Key Drivers
Keep Development Simple
Retain Full Suite of Algortihms
Manage Large Volumes
Allow for Integration
SQL Server™ 2008 Algorithms
Microsoft Naïve Bayes
Quick and approachable algorithm
Used for classification
Microsoft Decision Trees
Popular data mining technique
Used for classification, regression and
association
Microsoft Linear Regression
Finds the best possible straight line through
a series of points
Used for prediction analysis
SQL Server™ 2008 Algorithms
Continued
Microsoft Neural Network
More sophisticated than Decision Trees and
Naïve Bayes, this algorithm can explore
extremely complex scenarios
Used for classification and regression tasks
Microsoft Logistic Regression
A particular case of the Neural Network
algorithm
Microsoft Clustering
Finds natural groupings inside data
Supports segmentation and anomaly
detection tasks
SQL Server™ 2008 Algorithms
Continued
Microsoft Sequence Clustering
Groups a sequence of discrete events into
natural groups based on similarity
Microsoft Time Series
Used to predict future values from a time series
Has been improved in SQL Server 2008 to
produce more accurate long-term forecasts
Microsoft Association Rules
Commonly supports market basket analysis to
learn what products are purchased together
Data Mining Algorithm Usage
What is your task?
Predict
Variable
• Naïve Bayes
• Decision
Trees
• Neural
Network
• Logistic
Regression
Predict Value
• Decision
Trees
• Linear
Regression
• Neural
Network
• Logistic
Regression
Marketing
Cluster
• Clustering
Forecast Value
• Time Series
Associate
• Association
Rules
• Decision
Trees
Data Mining Process
Define the Problem
Data Preperation
Model Validation
Accuracy
Reliability
Usefulness
Model Visualisation
Describing the Data Mining Process
Design time
Process time
Query time
Mining Model
Describing the Data Mining Process
Design time
Process time
Query time
Mining Model
Training Data
Data
Mining
Engine
Data Mining Visualization
Model Creation + Processing
Describing the Data Mining Process
Design time
Process time
Query time
Mining Model
Training Data
Data
Mining
Engine
Describing the Data Mining Process
Design time
Process time
Query time
Mining Model
Data
Mining
Engine
Predicted Data
Data to Predict
Predicting the Future
Data Mining for the Developer
Related Content
Breakout Sessions
Using MDX for Enhanced Scorecards and Dashboards (BIN 307)
Track Resources
www.sqlserverdatamining.com
www.microsoft.com/sql
twitter.com/gavinrr
Resources
www.microsoft.com/teched
www.microsoft.com/learning
Sessions On-Demand & Community
Microsoft Certification & Training Resources
http://microsoft.com/technet
http://microsoft.com/msdn
Resources for IT Professionals
Resources for Developers
10 pairs of MP3
sunglasses to be won
Complete a session
evaluation and
enter to win!
© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should
not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS,
IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.