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Business Intelligence/ Decision Models CRISP Learning by association or problem solving Time/ Cost Cumulated Productivity This Week CRISP (Cross Industry Standard Procedure for Data Mining) CRISP-DM Phases Source SPSS Inc. 2008 SEMMA (SAS Institute) CRISP Case Study A large telecom (XYZ PHONE) has discovered that it is losing customers at a much higher rate than in previous years. Reporting through the corporate dashboard (OLAP)has shown churn rates growing by a large margin last year. Source SPSS Inc. 2008 Define Business Objectives Strategic objective definition Related business goal identification Decrease customer churn by 1% Cost-benefit analysis Retain high value customers Identify process problems that need to be changed Clear success factor (metric) Increase revenues by retaining more customers Increase revenues by $750,000 Actionable BI objectives XYZ wants to retain more customers by identifying likely churners 2 months prior and putting an action in place to retain them Source SPSS Inc. 2008 Timeline Example XYZ’s project: 13 weeks 1 week business understanding • Involves line of business managers • Includes better defining high-value and churner definition 3 weeks data understanding • Involves line of business managers and data experts 5 weeks data preparation • Heavy reliance on data experts and database administrators 2 weeks modeling (1) and evaluation (1) • Models developed by data miners and results evaluated by line of business managers 1 week deployment ? • Heavy involvement of database administrators Model deployment entailed setting up a data model for monthly scoring of customer base with resulting reports feeding a mail offer Source SPSS Inc. 2008