Analytics Education in the era of Big Data

Analytics Education
in the Era of Big Data
Gregory Piatetsky
KDnuggets

© KDnuggets 2013 1

Outline
• Analytics, Data Mining, Data Science - What
do we call it?
• Big Data Trends
• Jobs and Skills
• Analytics Education overview

© KDnuggets 2013 2

What do we call it?

Buzzwords and Trends
Useful for Marketing
“Analytics” has staying power

(c) KDnuggets 2013 3

What do we call it?
• Statistics Same Core Idea:
• Data mining Finding Useful
• Knowledge Discovery in
Data (KDD) Patterns in Data
• Predictive Analytics
• Business Analytics
• Data Science Different
• Data Analytics Emphasis
• …?

© KDnuggets 2013 4

Pre-history (1900-2000): Statistics

statistics is the biggest term in 20th century,
Analytics is used increasingly thru 20th century
data mining appears in late 1990s
From Google Ngram viewer – English language books
Search case sensitive – used most popular spelling.

© KDnuggets 2012 5

20th Century
Analytics vs Data Mining

data mining

Data Mining
Analytics

analytics

??
Google N-grams search is case sensitive;
Note: “data mining” > “Data Mining” usage
While “analytics” < “Analytics”
© KDnuggets 2012 6

Recent History: 1980-2008
data mining

Analytics

analytics Knowledge Discovery

“analytics” has been used since 1900, but started to rise in 2005
“data mining” surges around 1995 (soon after first KDD conference) but slowly
declines after 2003 (TIA controversy, associated with Govt invasion of privacy).
“Knowledge Discovery” appears in 1989, rises in 1996, and plateaus in 2000
(Google N-grams, smoothing =1)
© KDnuggets 2012 7

Google Trends:
After 2006, Analytics > Data Mining

Global – all regions

>50% of “Analytics” searches are for
“Google Analytics”

Google Analytics introduced,
Dec 2005

Google Trends observations
(as of Jan 2013) Decline in analytics in
2012?
data mining: 16 analytics -google: 54

Competing on Analytics book,
Tom Davenport, Apr 2007 Vacation drops
(c) KDnuggets 2013

Global View: searches for
data mining, analytics -google

Google Trends


Google Trends: USA, 2012
For “analytics – google –web –adsense”

© KDnuggets 2013
12

Google Trends:
USA, Regional Interest

© KDnuggets 2013 13

Google Trends:
USA, Analytics-related terms


Analytics:
Business > Data> Predictive > Text

Google Insights, Jan 2007- Sep 2012, Global

Big Data > Data Mining >
* Analytics > Data Science

“Big Data” Surge

Google Trends search, Jan 2007- Dec 2012, USA


Big Data Trends


3 Vs of Big Data
• Volume
– Gigabytes to Terabytes to Petabytes …
• Velocity
– online streaming
• Variety
– numbers, text, links, images, audio, video, …


Volume + Velocity => No consistency
• CAP Theorem (Eric Brewer, 2000)
For highly scalable distributed systems, you can only
have two of following:
– 1) consistency,
– 2) high availability, and
– 3) (network) partition tolerance (network failure tolerance)
http://www.julianbrowne.com/article/viewer/brewers-cap-
theorem

Implication: Big data solutions must stop worrying
about consistency if they want high availability


Big Data
• 2nd Industrial Revolution

• Do old activities better

• Create new activities/businesses


Doing Old Things Better
“Classical” Analytics Application areas
– Churn prediction
– Direct marketing/Customer modeling
– Recommendations
– Fraud detection
– Security/Intelligence
–…
• Competition will level companies


Limit to Predicting Human Behavior?
• There is randomness in human behavior and
once we find first-level effects, there are
diminishing returns in prediction on individual
level
• Many examples: Netflix Prize, Customer
modeling…

Gregory Piatetsky-Shapiro, Big Data Hype and Reality,
Harvard Business Review blog, Oct 2012


Netflix Prize Progress
The most advanced algorithms were only a few
percentages better than basic algorithms


Many Customer Modeling Tasks have
Similar Lift
Actual lift(T) Est. lift(T) Lift(T) ~ T -0.5 = sqrt (1/T)
14
12
See G. Piatetsky-Shapiro,
10 B. Masand, Estimating
8 Campaign Benefits and
Lift

6 Modeling Lift,
4 Proceedings of KDD-99
2
Conference
0
0 5 10 15 20 25
100*T%


Big Data Bubble? Gartner VP says Big Data
is Falling into the Trough
of Disillusionment, Jan
2013

Big Data

Gartner Hype Cycle

25
© 2013 KDnuggets

Big Data Enables New Things !
– Google – first big success of big data
– Social networks (Facebook, Twitter, LinkedIn, …)
success depends on network size, i.e. big data

– Location analytics
– Health-care
• Personalized medicine
– Semantics and AI ?
• Imagine IBM Watson, Siri in 2020 ?
– Beware of Loss of privacy


Largest Dataset Analyzed?
Big Data Miners – elite
group

2012 median dataset size
~20-40 GB,
vs 10-20 GB in 2011.

www.KDnuggets.com/polls/2012/largest-dataset-analyzed-data-mined.html

Digital Universe in 2020

40,000 exabytes by 2020

1 Exabyte = 1018 bytes
= 1,000,000 TB

Source : IDC Study The Digital Universe in 2020

Where in the World is Big Data?
Most of Big Data
is outside the US


Opportunities for Big Data
• Social networks
• Surveillance video
• Embedded and medical devices
– M2M data, logs
• Entertainment and social media
• Consumer images – image recognition,
labeling, …


Where did you apply Analytics/Data Mining?

Avg. Number of Industries 2.6

Most Popular:
- CRM/Consumer analytics
- Health care/ HR,
- Retail
- Banking
- Education

Highest growth in:
1. Advertising, 89.0%
2. Search / Web content
mining, 55.1%
3. Retail, 40.6%
4. Other, 36.9%
5. Manufacturing, 35.7%

www.KDnuggets.com/polls/2012/where-applied-analytics-data-mining.html

Untapped Big Data Gap

Big limitation is lack of Analytic Talent

JOBS AND SKILLS


Shortage of Skills
• McKinsey: shortage by 2018 in the US of
– 140-190,000 people with deep analytical skills

– 1.5 M managers/analysts with the know-how to
use the analysis of big data to make effective
decisions.

Source:
www.mckinsey.com/mgi/publications/big_data/


Indeed.com fastest growing jobs
Top 10 skills:
• HTML5 Hadoop
• MongoDB
• iOS
• Android MongoDB
• Mobile app
• Puppet
• Hadoop
• jQuery
• PaaS
• Social Media


“Big Data” grows faster than MongoDB

Big Data

Hadoop

MongoDB


Data Mining >> Hadoop


Demand for Data Scientists surging

“Data Scientist”

Fastest growing term on
www.kdnuggets.com/jobs

1% of jobs in 2010

4% of jobs in 2011

19% of jobs in 2012

Data Scientist – sexiest job of the 21st Century (???)
say Thomas H. Davenport and D.J. Patil, (HBR, Oct 2012)


What is a Data Scientist
My definition: A combination of MBA, a Statistician, and a Hacker

Drew Conway:
http://www.drewconway.co
m/zia/?p=2378


Rebranding from
“Data Mining” to “Big Data”

Data Mining

Big Data

Data Scientist

“Data mining” jobs are much more common, but
“Big Data” jobs are surging much faster than “Data Scientist”


LinkedIn Analytics/Data Mining Skills
“Ground” analytics
skills most common

“Cloud” analytics
skills grow
fastest

Text Analytics skills
less common
Sentiment Analysis
– fastest growing


Analytics Education


Analytics Education: USA/Canada
US: Northeast | US: South | US: Midwest | US: West | Canada
Northeast
• Connecticut: Central Connecticut State University (CCSU), exploring cutting-edge data mining techniques
and Applications. New Britain, CT.
• U. Conn. MS in Business Analytics and Project Management, designed to meet the growing demand for
professionals who can harness advanced business analytics and project management skills. Hartford, CT.
• Maryland: U. of Maryland MS in Business for Marketing Analytics, will help you learn how to harness and
process massive amounts of data to help design products, predict the effects of marketing campaigns, and
better understand your customers. Fall 2013. College Park, MD.
• Massachusetts: Bentley Master of Science in Marketing Analytics, teaches students how to become more
engaged with consumers, how to design and deliver robust statistical analysis, and how to effectively
communicate the resulting insights. Waltham, MA.
• Harvard Masters of Science in Computational Science and Engineering, including a major focus on
machine learning and analyzing and visualizing very large data sets. Cambridge, MA.
• New Jersey: Rutgers Master of Business and Science (MBS) in Analytics, prepares students for data-driven
decision making; brings together fields of data management, statistics, machine learning and
computation. New Brunswick, NJ.
• Stevens Institute of Technology Master of Science - Business Intelligence & Analytics, Hoboken, NJ.
• New York: Columbia MS in Computer Science, concentration in Machine Learning, New York, NY.
• NYU Master of Science in Business Analytics, starting May 2013, New York, NY.
• NYU MBA with specialization in Business Analytics, New York, NY.
• ….
Full list at http://www.kdnuggets.com/education/usa-canada.html

www.kdnuggets.com/education/usa-canada.html

Analytics Education: Online
• Big Data University, offering online classes on Hadoop and DB2.
• Caltech Learning from Data course, free, broadcast online Apr-May 2012.
• CMU Open Learning Initiative, including on-line courses in statistics, math & logic.
• Coursera, offering online classes from Stanford and other top universities.
Check especially Statistics, Data Analysis, and Scientific Computing courses.
• Data Mining Tools Tutorials, covering Data Mining, Probability, Weka, R, and numerous commercial data mining tools.
• EMC Data Science and Big Data Analytics open course.
• LearnAnalytics India, delivering SAS and Advanced Analytics trainings online and offline.
• Northwestern University Online Master of Science in Predictive Analytics, skills for leadership in a growing
Field.
• Oxford Advanced Diploma in Data and Systems Analysis, a one-year online course.
• Stanford Center for Professional Education, offers certificate programs for managers and professionals in Data
Mining and Applications and many related areas.
• Statistics.com, offering on-line short courses in statistics and data mining.
• UCI: U. of California, Irvine Extension, Predictive Analytics Certificate Program, a comprehensive online
program.
• UC San Diego Data Mining Courses, part of Data Analysis study area.
• Udacity, online university founded by David Evans and Sebastian Thrun.
• Video lectures from conferences, workshops and the scientific lectures in the areas of machine learning, data and text
mining, and semantic web.

Full list at http://www.kdnuggets.com/education/online.html


Analytics Certificates
• Business Analytics Certificates from BeyeUniversity, sponsored by Sybase.
• Business Analytics Certificate from Statistics.com, become your company's expert on forecasting, customer segmentation, consumer
behavior, and risk analysis.
• Central Michigan University Graduate certificate in Data Mining, with SAS. Mount Pleasant, MI, USA
• Data Mining Certificate from Statistics.com, master the secrets of teasing powerful information from large data sets to predict customer
behavior, identify likely high value customers, visualize high dimensional data, and convert text to minable data.
• EMC Data Science and Big Data Analytics open curriculum-based Education and Certification.
• Indiana U. Kelley School of Business Business Analytics Certificate Program, Bloomington, IN, USA.
• INFORMS Analytics Certification, coming April 2013.
• NJIT (New Jersey Institute of Technology) The Graduate Certificate in Data Mining, online and in class.
• Nova Southeastern University Graduate Certificate In Business Intelligence / Analytics, Fort Lauderdale, FL.
• Stanford Center for Professional Education, offers certificate programs for managers and professionals in Data Mining and Applications and
Quantitative Methods in Finance and Risk Management.
• Statistics.com Institute for Statistics Education, offers certificates in Data Analytics, Biostatistics, Social Science, and Using R.
• UCI: U. of California, Irvine Extension, Predictive Analytics Certificate Program, a comprehensive online program.
• UCSD Data Mining certificate program, San Diego, CA.
• University of Delaware Certificate in Analytics: Optimizing Big Data, Newark, DE, USA.
• U. of Washington Certificate in Data Science, Seattle, WA, USA.
• SAS Certificate Programs

Full list http://www.kdnuggets.com/education/analytics-data-mining-certificates.html


Analytics Education by Doing
• Competitions – learn by doing
– Kaggle and more
• Kaggle beginner competitions
• Kaggle in class : free to Instructors from any
course dealing with data analysis


Online Education – Free Courses
Data Science pseudo degree from
• Lower-Division Courses
– Data Science 101 – Statistics One
– Data Science 102 – Computing for Data Analysis (R)
– Data Science 103 – Data Analysis
– Data Science 104 – Introduction to Data Science
• Upper-Division Courses
– Data Science 201 – Machine Learning I
– Data Science 202 – Machine Learning II
– Data Science 203 – Neural Networks for Machine Learning
• Graduate Courses
– Data Science 301 – Learning from Data (Caltech course CS101)
– Data Science 302 – Machine Learning III (MIT course 6.867)


Analytics Education:
Practical Knowledge > Degree Prestige
Paco Nathan - School prestige matters some to hiring managers. Several top schools
are known to have excellent programs and track records: Stanford, CMU, U
Washington, UC Berkeley, Harvard, Johns Hopkins, etc. However, keep in mind that
that list is not entirely representative. For example, there are nearly a dozen
relevant programs at Stanford, which has produced Google, Yahoo, etc., while the
list only mentions one program.

More to the point, about half of my peers in this field have backgrounds in Physics or
physical science/physical engineering -- and I tend to hire from those programs
more so than from CS programs, because the grad students tend to have both the
math/stats depth plus practice with real-world frameworks like R, Matlab, etc.
Having a really solid background in applying statistics at scale, some knack for data
visualization, plus good programming chops -- those skills will trump a PhD in
Machine Learning.

http://www.linkedin.com/groups/Graduate-Programs-in-Big-Data-
2013423.S.203868026?view=&srchtype=discussedNews&gid=2013423&item=203
868026&type=member&trk=eml-anet_dig-b_pd-ttl-cn&ut=2Xc36Ur0k0zBA1


Analytics Education Boom

2012 was a peak year for starting Analytics Degree Programs in the US


Questions?
Analytics Education Overview
www.kdnuggets.com/education/

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