Big Data - Instruction

Big Data Analytics
Outline
Big Data Analytics
Use Cases
Sentiment Analysis
Customer Next Best Action
Fraud Detection
Subrogation
Visualization
Appendix
| Financial Services
The information contained in this presentation is proprietary.
Copyright 2012 Capgemini. All rights reserved.
Big Data: The Three Dimensions
Volu
me
Big Data
Veloci
ty
Source: IBM
Variet
y
Big Data comes in one size:

Large.
Enterprises are awash with
data, easily amassing
terabytes and even peta
bytes of information.
Often time-sensitive, Big
Data must be used as it is
streaming into the enterprise
in order to maximize its
value to the business.
Big Data extends beyond
structured data to include
unstructured data of all
varieties: text, audio, video,
click streams, log files and
more.
Big Data: Client Financial Data

External
Execution
Costs
Client
Profiles
Suitability/
Portfolio
Billing and
Cost
Attribution
Account and
Statement
History
Counterpart
y
Hierarchies
Compliance
Reporting
Internal
Customer
Support
Activity
External
Execution
Costs
Reference
and
Market
Data
Investment
data
Auction
prices
Adjuster
Notes
Policy
Contracts
Real Estate
Data
Credit
Ratings
and Risk
Last
Customer
Action
Partnership
s / Sharing
Agreements
External
Social
Media and
Public
Informatio
n
Claims data
Medical
Records
Analytics to Big Data Analytics
5 Billion
mobile
phones in
use in 2010
Cheaper and
faster
processes
30 Billion
pieces of
content
shared on
Facebook
every month
40%
projected
growth in
global data
generated
per year
New business
models (mass
customization
of products
and services)
New and/or
improved
metrics
(scorecards,
influence
scores, ..)
Source : McKinsey Reports on Big Data June 2011
ta has substantially lowered the barriers to Analytics and is transforming business models and pro
Capgemini View on Big Data Methodology
Acquisition
Acquisition
Collection
Collection of
of data
data
from
diverse
from diverse
sources,
sources, including:
including:
Traditional
Traditional ETL
ETL and
and
real-time
constant
real-time constant
acquisition
acquisition to
to address
address
volume
&
velocity
volume & velocity
requirements
requirements
External
External data
data security,
security,
trust,
trust, licensing
licensing and
and
privacy
issue
privacy issue
resolution
resolution
Open
Open Data
Data source
source
deployment
deployment (e.g.,
(e.g.,
publicly
available
publicly available
sources
sources like
like
http://data.gov.uk)
http://data.gov.uk)
Marshalling
Marshalling
Organization
Organization (and
(and
storing)
of
data,
storing) of data,
including:
including:
Analysis
Analysis
Action
Action
Finding
Finding of
of insight
insight //
predictive
predictive modelling
modelling
Forward
Forward (prediction(predictionbased)
rather
based) rather than
than
historic
historic data
data perspective
perspective
Behavior-based
Behavior-based
modelling
modelling (e.g.,
(e.g., How
How will
will
customers
react?
When
customers react? When
is
is the
the optimum
optimum time
time to
to
replace
parts,
etc.)
replace parts, etc.)
Probabilistic
Probabilistic rather
rather than
than
definitive
assessments
definitive assessments
Text,
Text, voice
voice and
and video
video
analysis
methodologies
analysis methodologies
Large
Large volumes/constant
volumes/constant
feeds
feeds
Consumption
Consumption options
options
(real-time,
ASAP,
(real-time, ASAP, history)
history)
and
and filtering
filtering
Alternative
Alternative data
data formats
formats
structured,
semistructured, semistructured
structured and
and
unstructured
unstructured
Diverse
Diverse modelling
modelling
strategies
strategies from
from raw
raw
form
form to
to highly
highly structured
structured
depending
depending on
on source
source and
and
use
use
Data
Data Governance
Governance
Deletion
requirements
Deletion requirements
Use
Use of
of Insights
Insights to
to
change
business
change business
outcomes
outcomes with
with
outputs
outputs including:
including:
Human
Human e.g.,
e.g., reports
reports
and
and analysis
analysis that
that people
people
act
on
act on
Machine
Machine (more
(more common
common
with
Big
Data)
with Big Data) e.g.,

e.g.,
automatic
automatic assessment
assessment of
of
customer
to
adjust
offer
customer to adjust offer
ala
ala Amazon
Amazon proposal
proposal of
of
products
based
on
products based on
customer
customer profiling
profiling
BPM
technology/realBPM technology/realtime
time decisioning
decisioning
Partners
Partners Information
Information
System
System
Master
Master Data
Data Management,
Management, Data
Data Quality,
Quality, Data
Data Lifecycle,
Lifecycle, Legal
Legal constraints,
constraints, etc.
etc.
Overview of Big Data Solutions

Category
High Performance Structured

Data
Context
Need to Know the exact

answer
Need to Understand trends and

direction
Target
Usage
Event-Driven Processing When

X and Y happen, Do Z
Ad-Hoc Analytics We Dont

Know What We Dont Know
Tools /
Products
SAP HANA, Oracle

Exadata/ExaAnalytics, Netezza
Hadoop , etc
Major
Challenge
Data Size / Scalability
Association Accuracy
Major
Questions
Do we have the right model for

the data?
Do we know the quality of the
data?
Massively Parallel Captured

Data
Do we understand the data we

are capturing, and can we
relate it to other content?
Can we scale the performance?

Data can be divided into two major categories, based on the tools used to approach the situation:
High Performance Structured Data and Massively Paralleled Captured Data.
Use Cases
Potential Use Cases for Financial

Institutions
Customer
Risk Assessment especially Operational Risk

Self-service portal
Fraud Detection
Customer Next Best Action
Needs Extraction based on segmentation and
other similarities
Data Marshalling
Drive analyses and MI Reporting by combining

structured and unstructured Data
BI Search on collated data
Self-service analytics portal
Claims and
Payments
Subrogation
Rapid aggregation of payments across various
dimensions
Identification of cost efficiencies
Visualization
Geo-layering and chronological variation of

payments/ fund flows along several dimensions
Calendar heat maps and Word clouds
Visualization for mobile devices
Current Accelerators vis--vis Use Cases
er than Subrogation which is Insurance Specific, all other accelerators are applicable to
types of financial institutions (Banks, Capital Markets, Wealth Management)
Customer
Sentiment
NBA
Elastic Search
(Fraud)
Data
Marshalling
Elastic Search
(BI Search)
Informatica/
Pentaho Data
Integration
Payments
Visualization
Subrogation
(Insurance
specific)
Elastic Search
(rapid
aggregation,
slicing)
Mobile
Dashboard
Tableau,
Microstrategy,
Qlikview
Heatmaps, Geo
and Chronology
layering
10
Sentiment Analysis
Industry View: Key FS Applications for

Sentiment Analysis
A
A routine
routine review
review of
of corporate
corporate
A
A bank
bank can
can use
use sentiment
sentiment analysis
analysis
system
emails
might
reveal
the
to
system emails might reveal the
to better
better understand
understand the
the Voice
Voice of
of
sentiments
of
employees
Customer
based
on
available
data
sentiments of employees
Customer based on available data
regarding
residing
regarding individual
individual projects
projects or
or
residing in
in forums,
forums, blogs
blogs and
and other
other
the
institution
at
large
social
media
the institution at large
social media
Customer
Analysis
of
unstructured
Analysis of unstructured
By
By analyzing
analyzing unstructured
unstructured
Relationship
comments
on
the
employment
customer
sentiment
comments on the employment
customer sentiment data,
data, banks
banks
Management
satisfaction
survey
can
result
in
can
satisfaction survey can result in
can better
better determine
determine where
where to
to
valuable
insights
for
staff
invest
funds
targeted
at
the
valuable insights for staff
invest funds targeted at the
retention,
acquisition
retention, recruitment
recruitment and
and other
other
acquisition and/or
and/or retention
retention of
of
Employee
HR
objectives
Fraud Detection customer
assets
HR objectives
customer assets
Satisfaction
A
A combined
combined predictive
predictive analysis,
analysis,
speech
analytics
and
social
speech analytics and social media
media
analytics
can
be
used
to
detect
analytics can be used to detect
and
and prevent
prevent fraud.
fraud. For
For example,
example, in
in
an
an Insurance
Insurance setting,
setting, analysis
analysis of
of a
a
claimants
speech
and
social
claimants speech and social
media
media communications
communications can
can be
be
used
to
generate
a
risk
score
used to generate a risk score for
for
the
claimant,
which
can
then
be
the claimant, which can then be
used
to detect fraud
before
used
fraud and
before
Sentiment Analysis can play significant role in Banking Domain applications
suchtoasdetect
CRM, Fraud
Risk
issuing
a
policy
issuing a policy
Words
Words contained
contained in
in financial
financial news
news
publications,
shareholder
reports,
publications, shareholder reports,
etc.,
etc., provide
provide textual
textual context
context and
and
clarification
when
combined
with
clarification when combined with
traditional
traditional transactional
transactional data
data to
to
improve
Risk
Assessments
and
improve Risk Assessments and
Mitigation
Mitigation
Risk
(especially
Operational)
12
Why R and Hadoop?

R
Huge
functionality in
packages
(over 2500)
Favorite at
schools
Excellent
integration with
the entire
enterprise IT
landscape
Hadoop
Robust Big
Data
Platform
that can
store and
analyze
massive and
complex
data
Highly scalable
with
commoditized
hardware
Map-reduce
R and Hadoop from robust Big data platform which can handle massive and complex data
13
Capgemini Taxonomy-Based Big Data

Solutions
Sample Taxonomies
Credit Card
Mortgage
Regulatory (CCAR)
CDH 4, ~730 GB
Fraud
AML
None
Analytics Engine
Run Analytics
AlgorithmsSentiment @
in R
Employee
morale
Trades
Sales Leads
Web Service and/or

Interfaces for
Dashboard-based
Outputs
e.g. Qlikview
Taxonomy based Big data solution can analyze sentiments in real time which enables assessing real time response to marketing campaigns
14
Taxonomy-Driven Highlighting/Annotating
and
Extraction Add Value
Highlighting the keywords based on taxonomy gives better visualization to make quick decisions
15
Tweet Annotations are also Insightful
Tweet Annotations help in capturing sentiments easily to understand sentiments macro level
16
Key Differentiators of the Capgemini

Sentiment Analysis Solution
1. Data
source
2. Recency
3. Intensity
of
sentiment
expression
3 levers for customization
Taxonomy
driven to
generate
specific
actionable
messages
for quick
monetizatio
n
Focus on monetization
Greatly
facilitates
integration
on both
appliance
and hadoop
derived
platforms
Workflow in R
Not limited to social media
Looks at all
means of
electronic
communicati
on from email to pdf
to word to
social media
Capgeminis solution stands out with workflow in R, focus on monetization and customization
17
Customer Next Best

Action (NBA)
www.capgemini.com
NBA: Right Product to Right Person at

Right Time
Source: http://www.youtube.com/watch?
v=kg_NaZhwvKQ
Traditional marketing may not offer relevant products to customer

Which reduces ROI for campaigns and promotions
19
Why Big Data is needed for Next Best Action
Data
Stream
s
Customer
Profile
Transactions
Data
Historical sales
Data
Location Data
through smart
phones
Customer
Feedback
Complaints
Right
product or
offer at
right time
& right
place
Product
Offerings
Current Offers
Inventory
Position
20
Overview of Capgeminis Customer Next Best Action

Customer
query/
complaint
Processing
Decision Hub
Components
Voice
of
Customer
&
Sentiment
Analysis
CG PPI*/
Predictive
Models
Customer
Satisfied?
Next
Best
Action
Outbound:
Call to the
Customer
PPI (product Propensity Index ) is a set of approximately 14 quantitative models that segment
mers on behaviors and identifies each customers current propensity for the FIs product set.
NBA
Effectiveness
Metrics

21
Next Best Action : Sample offering
Offer
PPI
Likelihood to
Attrite
H
H
L
H
L
L
CLTV
Offer
Premium
Standard
Premium
N/A
Standard
Standard
Standard
Standard
NBA offers right product to right customer at right time which improves Customer Lifetime Value
22
Quantification of Improvement in Customer Experience & Value

Directly
monetizable
MAXIMIZ
E
Indirectly
monetizable
Directly
monetizable
MINIMIZ
E
Indirectly
monetizable
Repeat purchases; renewal rates; up sell & cross-sell

rates; incremental yield in sales, revenues, and
profits per customer, channel, touch point,
interaction, and agent
customer satisfaction scores, customer response and
acceptance rates, customer sentiment trends,
customer recommendation propensities, Voice of the
Customer (VoC) scores
IT and staffing costs associated with CRM processes
(marketing, sales, customer service), and with
associated app, models, data, rules, etc.
online shopping-cart abandonment rates; time to
resolve customer issues; incidence of customer
complaints; lost opportunities due to misdirected,
redundant, or repetitive offers; incidence of wrong,
incomplete, or inconsistent info provided to
customers across various CRM channels
Measuring effectiveness of NBA improves the predictive models which in turn gives better next actions
23
Fraud Prevention
www.capgemini.com
Industry View: Proliferation of Fraud in the FS Sector

Incidence of credit card fraud has
increased 87%
since 2010 in US*
Aggregate fraud loss of $6 billion*
(* Source: Javelin research on 8TH ANNUAL CARD ISSUERS' SAFETY
SCORECARD,2012)
Incidence rate rising while average

detection times continue to fall
Social behaviors in market continuing to
put consumers at risk
Consumers are still sharing a significant
Due toamount
rising rate of incidents ,focus is shifting towards preventive actions against frauds
of personal information on public social
media
25
Fraud Detection Powered By Near Real Time Event Processing

Framework
Near Real Time Event Processing Framework

Elastic
Search
Indexer
Percolator
Query
Listeners
Transactions
Database
Flagging of
Suspicious
activities
Capgemini
Fraud Detection
Algorithm
Innovative Near real time event processing framework can be used in multiple applications which improves processing speed
26
Key features of the Elastic Search based

approach
27
Subrogation
www.capgemini.com
Benefits of Big Data Analytics in

Subrogation
Current challenges
Benefits of Big Data Analytics
3
1
29
Capgeminis Solution (Fault Measure)

Expert Driven
Taxonomy
Hit, Crash
Collision
Dashed
Sentences
Parts of speech
Tagging
Triplet Extraction
Algorithm
Fault Measure
Subject
Object
Hits of Words from Taxonomy
Phras
e
Hits
crash
dash
hit
Total
Word hit count with respect to party 2 from triplet

Total no. of word hit count
Input new Variable

For
Predictive Model
Predicate
30
Schematic of Capgeminis Subrogation Analysis

If No
If No
Identification for
Claim authentication
If No
If Yes
Recovery from
subrogation = 0%
Total Compensation
>Threshold2
Close claim
Fault Measure> Threshold1
(Percentage)
If Yes
If Yes
If No
Predict subrogation
Opportunity
> Threshold3
If Yes
Predict settlement
amount
Estimate percentage
recovery
Claim Data
Report of
final outputs
Regressor variables:
Claim Number, Jurisdiction Local, Claim Local
Closed Outcome, Gross incurred loss,
Total reserve amount, Exposure Type,
Claim Age etc.
31
Further Enhancements
32
Solution Deployment
Unstructured
Data
Speed up by appliances
Like SAP-HANA,
Vertica, Greenplum,
SAS High performance
analytics
Capgemini
Accelerator
Fault Measure
SAS Translation
of Capgemini
Accelerator
Subrogation Recovery
Amount Prediction
Management
Recommendation
Dashboard
Closing the loop for

Continuous Improvement
Actual Results
Management
Action
33
Visualization
www.capgemini.com
Capgemini View: The Value of

Visualization
Visualization is the key for conveying results of analysis for making informed decisions
35
Visualization Use Case: Word Cloud and

Sentiment Scoring Comparisons
Provide
Valuable
Insights
on
Bank A vs. Bank
BHNIs
Comparative
Phrase Cloud
Analysis
Word Clouds provide insights into the behavioral and

attitudinal aspects of High Net Worth Individuals (HNIs)
e.g., some of the top things on minds of HNIs included
net worth, estate wealth, etc.
Use Case: Compliment quantitative research by mining

the social media (Twitter) sentiment on two prospective
investments
Providing valuable insights regarding HNI

36
Visualization Use Case: Qlikview Analysis

Helps Predict Stock Value
Twitter Sentiment Score vs. Following Day Opening Stock Price for an
international Bank
Qlikview analysis provides excellent visualization

37
Visualization Use Case: Calendar Heat

Maps Identify Time Variations
Calendar Heat showing the sentiment displayed in a
Tweet
Calendar Heat showing stock movement
Heat maps help to visualize variations in sentiments

38
Visualization Use Case: Network Analysis
Infers Critical Household Data

Insights and Geo Layering plots
shows geographical dispersion
Human mind can understand relationships in better way through graphs

39
Appendix
Taxonomy Search Model
Client Name
e.g. Morgan
Morgan Wealth
Wealth Mgmt
Net Worth
Morgan Wealth Net

Worth
41
Sentiment Analysis Model
42
Score Calculation Model
43
Capgemini Big Data Fraud Detection Solution Uses Multiple

Checks
Phone numbers
spam list
4
Email ID
validation
Free or corporate
mail
6
Multiple checks to find out suspicious activities
44
Identification of Fraudulent Activities Using Checks

Che
ck
ID
Scor Scor
e If
e If
True False
Description
Cardholder's country is in sync with country given by IP

address for transaction
Cardholder's state is in sync with state given by IP

address for transaction
Cardholder's country is in sync with country tracked

using customers phone number
Customers phone is not in spam list( a genuine number)
Verification against server which performs Reverse DNS

lookup on the mail server to check if it is a valid email
domain
1
(corp
)
0.5
(free)
Check if its a free email address or corporate
Any unusual/infrequent
date/time
transaction such as
Cumulative
score is used to decide
if it isfor
a fraud
7
0
1
late
Friday
or
weekend
purchases
The weightages to checks can be varied as per business requirements. New cheeks can also be added to meet business requirements
45
Subrogation Output Snippets: Logistic Regression

Fault Measure (excluded from the
Model)
Fault Measure (included in the

Model)
46
Subrogation Output Snippets:
47
Subrogation Output Snippets: ROC Curve

ROC Curve(Without Fault
Measure)
ROC Curve(With Fault

Measure)
48
Subrogation Screen Snippets: Fault Measure

Claim Details with Fault
Measure
Fault Measure Justification
49
Subrogation Screen Snippets: Subrogation Prediction
50

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Big Data Analytics

Big Data: The Three Dimensions

Big Data comes in one size:

Big Data: Client Financial Data

Analytics to Big Data Analytics

Source : McKinsey Reports on Big Data June 2011

Capgemini View on Big Data Methodology

with Big Data) e.g.,

Overview of Big Data Solutions

High Performance Structured

Need to Know the exact

Need to Understand trends and

Event-Driven Processing When

Ad-Hoc Analytics We Dont

SAP HANA, Oracle

Data Size / Scalability

Do we have the right model for

Massively Parallel Captured

Do we understand the data we

Can we scale the performance?

Potential Use Cases for Financial

Risk Assessment especially Operational Risk

Drive analyses and MI Reporting by combining

Geo-layering and chronological variation of

Current Accelerators vis--vis Use Cases

Industry View: Key FS Applications for

Why R and Hadoop?

Capgemini Taxonomy-Based Big Data

Web Service and/or

Tweet Annotations are also Insightful

Key Differentiators of the Capgemini

Not limited to social media

Customer Next Best

NBA: Right Product to Right Person at

Traditional marketing may not offer relevant products to customer

Why Big Data is needed for Next Best Action

Overview of Capgeminis Customer Next Best Action

The information contained in this presentation is proprietary.

Next Best Action : Sample offering

Quantification of Improvement in Customer Experience & Value

Repeat purchases; renewal rates; up sell & cross-sell

Industry View: Proliferation of Fraud in the FS Sector

Incidence rate rising while average

Fraud Detection Powered By Near Real Time Event Processing

Near Real Time Event Processing Framework

Key features of the Elastic Search based

Benefits of Big Data Analytics in

Capgeminis Solution (Fault Measure)

Hits of Words from Taxonomy

Word hit count with respect to party 2 from triplet

Input new Variable

Schematic of Capgeminis Subrogation Analysis

Fault Measure> Threshold1

Closing the loop for

Capgemini View: The Value of

Visualization Use Case: Word Cloud and

Word Clouds provide insights into the behavioral and

Use Case: Compliment quantitative research by mining

Providing valuable insights regarding HNI

Visualization Use Case: Qlikview Analysis

Qlikview analysis provides excellent visualization

Visualization Use Case: Calendar Heat

Calendar Heat showing stock movement