Keynote: Predictive Analytics and Business Performance

Bruno Aziza, Director, Worldwide Strategy Lead, Business Intelligence, Microsoft

In this session, Bruno Aziza discusses the challenges organizations face with Analytics and Performance. This participative session provides first-hand accounts from Fortune 500 companies who are winning by building accountability, intelligence, and informed decision-making into their organizational DNA.

Length - 46:28 | Email to a Colleague

Price: $195

Gold Sponsor Presentation: Let's Talk About Fleas!

Bill Franks, Chief Analytics Officer, Global SAS Program, Teradata Corporation

That's right, fleas! Fleas learn habits that place artificial limits on themselves. Unfortunately, many analytic professionals fall into this same trap. While there are options available today that can tremendously improve the efficiency and scalability of an analytic environment, many companies are stuck in the old way of doing things and are failing to cash in on the benefits. Would you like to spend more time on analysis and less time fighting to get your data together? If so, then listen to this discussion on how to make sure your organization has not fallen into a flea-like trap.

Length - 10:06 | Email to a Colleague

Price: No Cost

Expert Panel: Kaboom! Predictive Analytics Hits the Mainstream

Eric Siegel, [Moderator]
Ph.D., Program Chair, Predictive Analytics World

David Duling,
Research & Development Director, SAS

Usama Fayyad,
Ph.D., CEO, Open Insights

Jason Verlen,
Director, SPSS Product Strategy & Management, IBM Software Group,

Expert Panel: Kaboom! Predictive Analytics Hits the Mainstream

Predictive analytics has taken off, across industry sectors and across applications in marketing, fraud detection, credit scoring and beyond. Where exactly are we in the process of crossing the chasm toward pervasive deployment, and how can we ensure progress keeps up the pace and stays on target?

This expert panel will address:

- How much of predictive analytics' potential has been fully realized?

- Where are the outstanding opportunities with greatest potential?

- What are the greatest challenges faced by the industry in achieving wide scale adoption?

- How are these challenges best overcome?

Length - 53:15 | Email to a Colleague

Price: $195

Gold Sponsor Presentation: Infogroup - Who We Are

Steven Yu, Vice President, Analytics & Insights, Infogroup

Length - 10:30 | Email to a Colleague

Price: No Cost

LAB SESSION: LIVE TOPICAL DEMO
Applied Customer Segmentation - Knowing Your Customers

Randy Collica, Solutions Architect, SAS

This lab workshop will begin with some very basic segmentation concepts such as RFM and then quickly move to how you can better understand your customer by understanding their purchase behavior and basic firmagraphic metrics using techniques such as Clustering and SOM Neural Networks. Product affinity scoring and methods to implement attitudinal segments to your customers obtained from surveys will be reviewed as well. If you need to understand your customers and how best to set up strategic plans for your customer base, then this workshop will show you the how-to methods using SAS Enterprise Miner and Enterprise Guide.

Length - 43:21 | Email to a Colleague

Price: $195

LAB SESSION: LIVE TOPICAL DEMO
Taking the "risk" out of "at-risk" - identifying students before they drop out

Tim Daciuk,
Predictive Analytics Solutions Architect, IBM

Dave Becher,
Director of Academic Information Analysis, American Public University System

Eager to keep your most valuable customers? So are universities. Hear how APUS created models using IBM® SPSS®Modeler to better identify at-risk students - successfully minimizing the number of dropouts. Whether your concern is at-risk students, minimizing customer churn or keeping constituents satisfied, attend this session to hear how predictive analytics can help you attract and retain customers.

Length - 48:32 | Email to a Colleague

Price: $195

SPECIAL PLENARY SESSION
Case Study: Yahoo! and other large on-line e-businesses
Search Marketing and Predictive Analytics: SEM, SEO and On-line Marketing Case Studies

Usama Fayyad,
Ph.D., CEO, Open Insights, Former Chief Data Officer, Yahoo!

Nick Besbeas,
SVP of Marketing, Yahoo!

Search Engine Marketing is a $15B industry in the U.S. growing to double that number over the next 3 years. Worldwide the SEM market was over $50B in 2010. Not only is this a fast growing area of marketing, but it is one that has significant implications for brand and direct marketing and is undergoing rapid change with emerging channels such as mobile and social. What is unique about this area of marketing is a singularly heavy dependence on analytics:

- Large numbers of variables and options

- Real-time auctions/bids and a need to adjust strategies in real-time

- Difficult optimization problems on allocating spend across a huge number of keywords

- Fast-changing competitive terrain and heavy competition on the obvious channels

- Complicated interactions between various channels and a large choice of search keyword expansion possibilities

- Profitability and ROI analysis that are complex and often challenging

Length - 01:00:09 | Email to a Colleague

Price: $195

Gold Sponsor Presentation: Going beyond the numbers. Turning data into insights.

David Stewart, Partner, Deloitte

In this session, David Stewart, National Leader of Deloitte Canada's Analytic and Forensic Technology group provides an overview of how advanced analytic techniques were used in executing one of the largest lottery investigations ever conducted. Using a combination of deductive and inductive techniques including advanced segmentation and identity resolution, the lottery corporation's potential risk exposure from inappropriate lottery play practices was quantified and trended. The ability to break down data silos to provide a holistic view of lottery play helped the corporation increase the effectiveness of its "player protection" initiatives. These analytic techniques also helped uncover highly valuable consumer insights. The outcome of this massive exercise now serves as the foundation for the corporation to build predictive models for enhancing social responsibility in gaming, and use its competitive intelligence to respond to emerging competition from alternative channels.

Length - 14:27 | Email to a Colleague

Price: No Cost

TOPIC: SALES FORCE OPTIMIZATION
Case Study: Corporate Executive Board
Enhancing Sales Force Effectiveness with Predictive Analytics

Nancy Hersh, Managing Director of Business Intelligence, Corporate Executive Board

Does Sales expense represent a large portion of your company's cost structure? Listen up! The Corporate Executive Board (CEB), a research and decision-support company counting over 85% of the Fortune 500 as customers, improves Sales effectiveness by utilizing analytic models that are typically employed for Marketing purposes.

Applications include territory design, quota-setting & sales-force productivity and have been built into the fabric of Sales Operations and the executive mindset at CEB. Since initial implementation 6 years ago, CEB has expanded the partnership between Sales and Analytics: models have evolved and improved over time and the application of models has broadened in scope. Tangible examples of tools are shared and this presentation has a strong focus on how to effectively apply analytics to real-world business problems.

Length - 35:36 | Email to a Colleague

Price: $195

TOPIC: RECOMMENDER SYSTEMS
Case Study: Oracle OpenWorld 2010
Conference Session Recommendation Engine for Oracle OpenWorld

Mark Hornick, Senior Manager, Oracle

With thousands of sessions at Oracle OpenWorld 2010, finding the right sessions to attend can be challenging. Recommending sessions to attendees can highlight sessions they might not otherwise find. In this case study, learn how data mining was employed in the conference's Schedule Builder session-enrollment application at Oracle OpenWorld and JavaOne/Oracle Develop 2010 to recommend sessions to attendees. Attendees learned about the methodology applied to solve this problem, which includes building models using previous year's data and applying those models to current year session text and attendee profiles. We demonstrate data and text mining for k-means clustering and naive Bayes classification, while highlighting advanced text features including lexer definition, stopword list definition, and text index creation.

Length - 48:35 | Email to a Colleague

Price: $195

TOPIC: PRIVACY
Thought Leadership
Privacy by Design: The Future of Privacy, Standards and Tech Policy

Ari Schwartz, Senior Internet Policy Advisor, National Institute of Standards and Technology

Privacy and analytics are often publicly positioned as mortal enemies, but are they really? A leading thinker on privacy and information policy, Ari Schwartz suggests that the two worlds may have some real differences, but can probably live a peaceful coexistence if they simply understand where the other is coming from. Schwartz will discuss how fair information practices can be helpful in building analytics tools that help improve data quality while satisfying basic privacy protections.

Length - 48:04 | Email to a Colleague

Price: $195

TOPIC: TEXT MINING & FRAUD DETECTION
Case Study: MetLife
Fighting Fraud with Text Mining at MetLife Auto & Home

David McMichael, Assistant Vice President, MetLife Auto & Home

MetLife discusses the introduction of a predictive modeling solution for homeowner insurance claims fraud. Starting with a general overview of the business and technical challenges, MetLife progresses through the modeling process, and concludes by presenting real world results. The use of text mining will be highlighted.

Length - 48:54 | Email to a Colleague

Price: $195

TOPIC: CATALOG RETAILER
Case Study: Miles Kimball
Miles Kimball Optimizes Marketing Decisions

Ryan Hennig, Vice President of Catalog Marketing, Miles Kimball

Miles Kimball is a leader in the catalog business, offering cards, gifts, household items, and food products. We use leading-edge technologies to optimize our catalog circulation decisions across six titles, to each and every customer, each and every month. We reduce advertising costs with minimal impact on sales, and re-invest to improve reactivation. The solution utilizes our predictive models, our marketing plans, and our business objectives to optimize circulation decisions. A revolutionary approach leverages mathematical, statistical, and optimization technologies to generate seven-figure annual gains over a comparable control group. Marketing has broken new ground in contact optimization with predictive analytics.

Length - 31:02 | Email to a Colleague

Price: $195

TOPIC: TEXT MINING
Case Study: Xerox PARC
Exploiting Unstructured Data Sources for Predictive Applications

Bo Begole,
Principal Scientist, Palo Alto Research Center, Inc. (a Xerox Company)

Lawrence Lee,
Director of Business Development, Palo Alto Research Center, Inc. (a Xerox Company)

A barrier to applying Predictive Analytics more broadly is that more than 95% of information is unstructured (documents, email, web pages, audio, images, etc.) making it difficult for analytic systems to identify relationships between data elements. However, some structure can be extracted using technologies such as natural language parsing, entity extraction, image matching, context-awareness, and behavior modeling. This session will cover some of the Contextual Intelligence work at the Palo Alto Research Center (PARC) in creating new business opportunities based on predictive analytics applied to unstructured data sources. We will demonstrate the use of such methods in a case study of a consumer service that personalizes recommendations by predicting a mobile user's future locations and leisure activity category. The service is in trials in Japan during Spring 2010.

Length - 35:26 | Email to a Colleague

Price: $195