Gavin Russell-Rockliff BI Technical Specialist Microsoft BIN305

Please Raise Your Hand If You’ve Ever… Attended a Statistics Lecture ?? Got a Statistics Degree ?? Used SQL Server Data Mining ??

Agenda Data Mining – What is it? Data Mining – How do we do it? Demonstrations Visualisation Reporting ETL Application Q&A

Data Mining – What Is It? According to Encarta Noun “Search for Hidden Information” “The locating of previously unknown patterns and relationships within data” Server-Driven Discovery Uses a combination of statistics, probability analysis and database technologies

DM Enables Predictive Analysis Predictive Analysis PresentationExplorationDiscovery Passive Interactive Proactive Business Insight Canned reporting Ad-hoc reporting OLAP Data mining Role of Software

Business Scenarios Forecasting salesChurn AnalysisDetecting fraud or invalid dataTargeting promotionsCross-sellingDetermine Business Drivers

Our End-to-End BI Offering END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS BI PLATFORM (RDBMS, ETL, OLAP, Reporting) DELIVERY Mainframe/ Departmental Systems The Big Picture SQL Server Reporting Services SQL Server Analysis Services SQL Server DBMS SQL Server Integration Services

Our End-to-End BI Offering END USER TOOLS AND PERFORMANCE MANAGEMENT APPLICATIONS BI PLATFORM (RDBMS, ETL, OLAP, Reporting) DELIVERY The Big Picture SQL Server Analysis Services

SQL Server™ 2008 Data Mining Key Drivers Keep Development Simple Retain Full Suite of Algortihms Manage Large Volumes Allow for Integration

SQL Server™ 2008 Algorithms Microsoft Naïve Bayes Quick and approachable algorithm Used for classification Microsoft Decision Trees Popular data mining technique Used for classification, regression and association Microsoft Linear Regression Finds the best possible straight line through a series of points Used for prediction analysis

SQL Server™ 2008 Algorithms Continued Microsoft Neural Network More sophisticated than Decision Trees and Naïve Bayes, this algorithm can explore extremely complex scenarios Used for classification and regression tasks Microsoft Logistic Regression A particular case of the Neural Network algorithm Microsoft Clustering Finds natural groupings inside data Supports segmentation and anomaly detection tasks

SQL Server™ 2008 Algorithms Continued Microsoft Sequence Clustering Groups a sequence of discrete events into natural groups based on similarity Microsoft Time Series Used to predict future values from a time series Has been improved in SQL Server 2008 to produce more accurate long-term forecasts Microsoft Association Rules Commonly supports market basket analysis to learn what products are purchased together

Data Mining Algorithm Usage What is your task? Predict Variable Naïve Bayes Decision Trees Neural Network Logistic Regression Predict Value Decision Trees Linear Regression Neural Network Logistic Regression Marketing Cluster Clustering Forecast Value Time Series Associate Association Rules Decision Trees

Data Mining Process Define the Problem Data Preperation Model Validation Accuracy Reliability Usefulness Model Visualisation

Describing the Data Mining Process Design time Process time Query time Mining Model

Describing the Data Mining Process Design time Process time Query time Mining Model Training Data Data Mining Engine

Data Mining Visualization

Model Creation + Processing

Describing the Data Mining Process Design time Process time Query time Mining Model Training Data Data Mining Engine

Describing the Data Mining Process Design time Process time Query time Data Mining Engine Data to Predict Predicted Data Mining Model

Predicting the Future

Data Mining for the Developer

Related Content Breakout Sessions Using MDX for Enhanced Scorecards and Dashboards (BIN 307) Required Slide Speakers, please list the Breakout Sessions, TLC Interactive Theaters and Labs that are related to your session. Any queries, please check with your Track Owner. Required Slide Speakers, please list the Breakout Sessions, TLC Interactive Theaters and Labs that are related to your session. Any queries, please check with your Track Owner.

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Sessions On-Demand & Community Resources for IT Professionals Resources for Developers Microsoft Certification & Training Resources Resources Required Slide Speakers, TechEd 2009 is not producing a DVD. Please announce that attendees can access session recordings at TechEd Online. Required Slide Speakers, TechEd 2009 is not producing a DVD. Please announce that attendees can access session recordings at TechEd Online.

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© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Required Slide