SAS Text Analytics. SHRUG Feb.24, Fiona McNeill Copyright 2011, SAS Institute Inc. All rights reserved.

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1 SAS Text Analytics SHRUG Feb.24, 2012 Fiona McNeill

2 EXTERNAL VIEWPOINT ORGANIZATION S USE OF DATA We put nearly all of the data that is of real value to good use 22% We probably leverage about half of our valuable data 53% Vast quantities of useful data go untapped 24% Source: Economist Intelligence Unit 2011 Report, Sponsored by SAS, 2011 The Economist Intelligence Unit Limited 2

3 Which of the following data types are you collecting as Big Data and/or using with advanced analytics today? Structured data ( tables, records ) Semi-structured data ( XML and similar standards ) Complex data ( hierarchical or legacy sources ) Event data ( messages, usually in real time ) Unstructured data ( human language, audio, video ) Social media data ( blogs, tweets, social networks ) Web logs and click streams Spatial data ( long / lat coordinates, GPS output ) Machine-generated data ( sensors, RFID, devices ) Scientific data ( astronomy, genomes, physics ) Other Based on 450 responses from 109 respondents who report practicing Big Data analytics; 4.1 responses per respondent on average. Source: TDWI Big Data Analytics Report, 4 th Quarter 2011, Philip Russom

4 UNSTRUCTURED DATA LEVERAGE ANALYTICS TO UNLOCK THE INFORMATION CONTAINED IN UNSTRUCTURED DATA 4

5 DATA SIZE THRIVING IN THE BIG DATA ERA VOLUME VARIETY VELOCITY VALUE TODAY THE FUTURE

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7 SAS TEXT ANALYTICS EMPOWERING ACTION AND DRIVING IMPACT DATA SOURCES ANTICIPATE OPPORTUNITY ACCESS DISCOVER ORGANIZE EMPOWER ACTION Crawlers Conversion Data Management Sentiment Analysis Text Mining Concept Extraction Categorization Ontology Management Taxonomy Management Summarization Enterprise Reporting Predictive Analytics Search & Indexing Duplicate Detection DRIVE IMPACT Data Warehouses Search Engines Content Management Operational Systems Transactional Systems

8 HEALTHCARE Lillebælt Hospital Danish hospital BUSINESS ISSUE RESULTS Reduce error in patient records Reduce manual effort of patient record audits If data is wrong, the basis for decision making is also faulty. Therefore, the Clinically Correct Time-True Registration system makes sense beyond our department and hospital. - Sten Larsen, Chief Surgeon Creation of database to improving clinical work in research and diagnosis

9 PUBLIC 1823 HONG KONG EFFICIENCY UNIT 1823 operates round-the-clock, including during Sundays and public holidays. Each year, it answers about 2.65 million calls and 98,000 s, including inquiries, suggestions and complaints BUSINESS ISSUE RESULTS Develop a Compliant Intelligence System that uncovers the trends, patterns and relationships inherent in the complaints "By decoding the 'messages' through statistical and root-cause analyses of complaints data, the government can better understand the voice of the people, and help government departments improve service delivery, make informed decisions and develop smart strategies. This in turn helps boost public satisfaction with the government, and build a quality city. - Efficiency Unit s Assistant Director, W. F. Yuk Hong Kong ICT Awards 2009 Grand Award Best Public Service Application (Transformations)

10 INSURANCE AFA INSURANCE Swedish insurance provider for workplace injury, death, illness and redundancy BUSINESS ISSUE RESULTS Increase the quality of predictive analyses and the decision data that we submit to clients Reduce administrative costs SAS helps find the connections among the more than 10,000 documents and categorize them into meaningful groups. For example, we discover typical courses of events for individual occupational groups, such as the link between an injury and how the worker may be doing his job. - Kerem Tezic, Statistician, AFA More powerful predictive model models to explain propensity for injury, illness and absence

11 MANUFACTURING AMERICAN HONDA Car Manufacturer BUSINESS ISSUE RESULTS Improve early warning detection in product performance and issues raised by customers SAS is helping us make discoveries so that we can address the core issues before they ever become problems and we can make sure that we are addressing the right causes. We're talking about hundreds of millions of dollars in savings. - Tracy Cermack, Project Manager in the Service Engineering Information Department Graphical identification, drillable alert notifications and any desired report available to different stakeholders

12 MEDIA AND PUBLISHING TRIBUNE COMPANY American news organization, reaching more than 80% of US households BUSINESS ISSUE RESULTS Needed to quickly and accurately define and categorize online content relevant to readership The news hits so fast that you have to be changing things very quickly. You have to be aware of what you're writing about and the content that you're tagging it to. If an indexing mistake happens, you have to change it very quickly because reputations are at stake. - Keith DeWeese, Director of Information Semantics Management Better ad targeting and increased ad revenue

13 COMMUNICATIONS MATRIX S.P.A. Telecom Italia-owned web and mobile business services provider BUSINESS ISSUE RESULTS Search online forums and social media activity to find and analyze consumer opinions about brand and products Not only are we using SAS Sentiment Analysis to understand the experience of our customers, but we are even using it to help define new products that we offer. - Alessandro Petrella, Sales Director Delivered new tool for Matrix clients for them to use to evaluate opinions circulating online about their products

14 SAS GETTING STARTED WITH TEXT ANALYTICS More Information SAS Text Analytics The Text Frontier

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