G00228640 Gamification Meets Analytics With Kaggle Published: 1 June 2012 Analyst(s): Rita L. Sallam This note describes how Kaggle is bringing "the collective" to "the predictive" to help companies overcome their advanced analytic skills gaps. Key Findings Pervasive and advanced analytics will become necessary for leading and analytically mature organizations that want to gain competitive advantage. A lack of skills is a critical inhibitor to the adoption and the deriving of value from advanced analytics. Recommendations Develop a plan to acquire the new roles and skills needed to support an advanced analytics strategy. Identify analytic service providers that offer business process and industry-specific algorithms, analytic applications and/or data as a service to supplement internal skills, or as a completely outsourced solution to address the gap. Leverage analytic contest platforms, such as Kaggle, to enlist the assistance of data scientists from around the globe in developing specialized analytics models. Use a contest to test and prove out the value of analytics to your organization, before building a team and process to service these needs. Weigh the costs and benefits of training existing staff in analytics against hiring consultants with the necessary expertise and experience. Table of Contents Analysis...2 The Advanced Analytics Trend...2 Kaggle's Approach...2 Potential Challenges...3
Who Should Care?...4 Recommended Reading...4 Analysis The Advanced Analytics Trend Widespread use of advanced analytics on increasing large and diverse data will become necessary for leading and analytically mature organizations that want to differentiate, innovate and gain competitive advantage (see "ITScore for Business Intelligence and Performance Management"). Gartner defines advanced analytics as the analysis of structured data and content (such as text, images, video and audio), using sophisticated quantitative methods (for example, statistics, descriptive and predictive data mining, simulation and optimization) to produce insights that traditional approaches to business intelligence (BI) such as query and reporting are unlikely to discover. According to the customer reference survey for Gartner's "Magic Quadrant for Business Intelligence Platforms," organizations predominantly use BI technologies that measure the past, such as reporting, ad hoc analysis and dashboards. Also, around one-third of organizations report extensive use of diagnostic capabilities for interactive visualization and online analytical processing (OLAP). Only a small percentage of organizations (13%) currently report extensive use of predictive analytics. This trend must change as organizations express interest in increasing their use of advanced styles of analytics because of their significant potential to create business value and competitive advantage. However, in most organizations a lack of skills is the biggest barrier to success. One solution to this problem is to build and nurture data scientist skills and an advanced analytics core competency internally. Another is to use external service providers such as IBM's Business Analytics and Optimization (BAO), Deloitte Analytics and newly funded vendor, Mu Sigma. These offer business process and industry-specific algorithms, analytics applications and data as a service to supplement internal skills, or as completely outsourced solutions to address the gap. A new option, however, is to use a crowd sourcing competition platform, such as Kaggle, for finding the best predictive analytics models. Aspiring to be the "PGA Tour of analytics," Kaggle has turned advanced analytics on big data into a sport. It has done this by leveraging gamification concepts to devise a competition platform that brings together companies with big data and advanced analytics problems with the brain power of 38,000 (and growing) data scientists. These data scientists are from all around the globe and compete for top rankings based on their competition participation. By doing this, Kaggle is making this scarce and often expensive expertise accessible and affordable to companies of any size. Kaggle's Approach After Netflix successfully held a $1 million contest to improve its algorithm for recommending movies based on someone's movie preferences, Kaggle was founded to help companies of any size run Netflix-like competitions. The customer supplies a dataset, tells Kaggle the question it wants answered, and decides how much prize money it's willing to offer. Kaggle moulds these inputs into Page 2 of 6 Gartner, Inc. G00228640
a contest in which the data geeks of the world battle for intellectual supremacy bragging rights and, of course, the prize money. In exchange, Kaggle charges a fixed fee plus a monthly fee, or it takes a percentage of the prize money, to set up and run the competition. To date, its network of data scientist experts from around the globe have competed in over 100 contests sponsored by companies such as Allstate, Deloitte, Ford, Dunnhumby, Microsoft and NASA. The company says that its competitions have resulted in a 40% average improvement in benchmarks compared to existing algorithms. Kaggle is an example of the trend to engage people using game mechanics. Commonly referred to as gamification, companies are leveraging the design features found in games such as competition, ratings and extrinsic and intrinsic rewards to engage a target audience. There's strong evidence that this approach can really work. For example, NASA and the Royal Astronomical Society sponsored a cosmological image analysis competition to develop an algorithm that can mathematically detect dark matter in the universe. Dark matter is unobservable matter that doesn't reflect or emit light, but scientists believe it must be measured along with observable matter (for example, stars and planets) in order to accurately calculate the mass of the entire universe. After only one week of competition, Martin O'Leary, a PhD student in glaciology, created an algorithm that outperformed algorithms most commonly used in astronomy for mapping dark matter, algorithms that NASA had been working on for 30 years (see "Competition Shines Light on Dark Matter" on the U.S. government's Office of Science and Technology Policy website). If Martin were a consultant he would have had little incentive to improve his algorithm any further. However, due to the gaming mechanics of Kaggle's competitions, in mere days, someone else surpassed the performance of Martin's algorithm forcing him to refine his algorithm even further. This continual leapfrogging happens until every little juice in the data has been squeezed out enabling the competition sponsors to achieve the best results from their data. Other competitions include one run by Allstate, which offered a $10,000 prize to improve the way it priced automobile insurance policies. The goal of the competition was to identify attributes of a car that would make it more likely to be involved in an accident resulting in a bodily injury claim. Kaggle's largest competition to date, with a $3 million prize, is being run by Heritage Provider Network. The winner will be the person or team that, based on past insurance claim data, can most accurately forecast which patients will be admitted to a hospital within the following year. As an expansion to its services as an analytics outsourcer, Kaggle also plans to begin running recruiting contests for companies in need of permanent data scientist expertise. The idea of crowd sourcing tough problems through competitions is not new. The X Prize Foundation has been holding competitions for everything from a $30 million prize for the team that can safely land a robot on the surface of the moon (Google LunarX), to a $10 million prize for the team that can create the most accurate consumer-based mobile health diagnosis application (Qualcomm Tricorder). Challenge.gov is another crowd sourcing contest platform run by the U.S. government for finding innovative solutions to government problems. Potential Challenges Kaggle's approach to applying the concept to analytics is unique but poses some challenges. First, to participate in contests, organizations have to supply the data, which is often very sensitive in nature. Providing open access to this data as part of a competition is not an option for many Gartner, Inc. G00228640 Page 3 of 6
companies. Kaggle provides a solution to this problem by offering companies the option of a private competition in which it invites 10 to 15 of its most successful data scientist extraordinaires (those with the highest rankings based on other competitions), who must sign nondisclosure agreements with the company to participate. The option for private competitions provides for the protection of sensitive data while at the same time helping Kaggle create barriers to entry against other analytics competition platforms. Data scientists are not exclusive to Kaggle, but only data scientists that have competed successfully (data scientists are scored and ranked like in any other sport or game) in other Kaggle open competitions are invited to participate in the selective and prized private competitions. Unlike the open competitions, in the private competitions selected data scientists get compensated regardless of whether or not they win. For data scientists, they must get permission to work outside their primary employment to participate in Kaggle competitions. This will likely be less of an issue for consultants and academics. In fact, this group might consider evolving their business models to supply resources to Kaggle as a profit center. Kaggle believes that by providing incentives to participate actively in competitions, it can create a robust market for analytics competitions. This will attract the most leading data scientists, then the most competitions, then give data scientists the best opportunities to make money and earn bragging rights, and then attract more data scientists, and so on. The company hopes that by creating the largest and most active forum for competitions and data scientist gurus, it will remain the de facto analytics competition platform of choice. Who Should Care? Whether you are a small organization without in-house advanced analytics expertise, or you are large organization with internal skills, but looking to ways to improve on existing algorithms, a competition may be an attractive option to build and/or enhance your company's advanced analytical capabilities. This may be less expensive than hiring a consulting firm; allow you to flexibly enhance or add to internal staff as needed; and get results quickly Kaggle competitions have a track record of being able to achieve benchmark breaking results rapidly, often in weeks rather than months. Recommended Reading Some documents may not be available as part of your current Gartner subscription. "Advanced Analytics: Predictive, Collaborative and Pervasive" "Seek Information Patterns With Data Mining and Predictive Analytics" "Predicts 2012: Skills Gap is the Biggest Challenge in Leveraging New Opportunities in Analytics and Performance Management" "Decision Support Capabilities in Gartner's Business Analytics Framework" Page 4 of 6 Gartner, Inc. G00228640
"Ten Reasons to Reach Beyond Basic Business Intelligence" "Best Practices in Analytics: Integrating Analytical Capabilities and Process Flows" "Better Data and Analytics Saves UPS Millions of Dollars a Year" "ITScore for Business Intelligence and Performance Management" Gartner, Inc. G00228640 Page 5 of 6
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