IBM DB2 Intelligent Miner Scoring V7R1 Delivers Mining Analytics to Operational Applications

Transcription

1 Software Announcement March 20, 2001 IBM DB2 Intelligent Miner Scoring V7R1 Delivers Mining Analytics to Operational Applications Overview If you want to apply data mining analytics closer to the point of contact with customers, suppliers, or employees, look no further than DB2 Intelligent Miner Scoring V7R1 (IM Scoring). IM Scoring is an economical and easy-to-use mining deployment capability. It can influence the handling of transactions as they occur in BI, e-commerce, and OLTP applications. This new data mining technology can help your business develop personalized treatment for customers and suppliers, as well as offer guidance to employees for more informed decision-making. Work Smarter IM Scoring enables users to leverage advanced business intelligence at the point of user contact by scoring or ranking the subject of that transaction in real time. A loan officer can determine a customer s credit-worthiness based on a predictive model and institution policies while the applicant is on the phone. The same intelligence can be used to automate the process for a self-service Internet site. In both cases, cross-selling opportunity can be automatically presented to the customer. Additional business opportunities might hinge on recommendations regarding method of payment, level of customer service, optimum supply source, best medical practice, priority of sales prospects. The Benefits of Intelligent Design IM Scoring makes it easier for your staff to do their jobs well and that s good for your company. Development is simplified by using SQL as the programming interface and processing the mining model external to the application program. Developers are left to concentrate on business requirements. Mining models can be updated dynamically with a SQL call, without disruption to production systems. As new intelligence becomes available your business can remain on top of the latest trends and policy. Built as user-defined extensions to the relational database, IM Scoring functions are a natural extension to SQL analytic capabilities. They are also implemented to leverage underlying DB2 parallel processing for mass scoring operations. Based on Industry Standards An implementation based on new industry standards for data mining increases the opportunity for vendor interoperability and long-term stability. The Predictive Modeling Markup Language (PMML) standard provides a vendor-independent method of defining predictive models. Data mining extensions to the ISO SQL standard provide a relational programming interface, including the definition for managing mining models in a relational table. Key Prerequisites DB2 Universal Database Version 6 (or later), or Oracle8i Database Version (or later) Planned Availability Date March 30, 2001 At a Glance Mining analytics applied in real time Deploy in business intelligence and operational applications Score at transaction inception or in mass Influence decisions, make recommendations, modify processing Personalize treatment of business and consumer customers Familiar, productive, standard development interfaces A simple SQL programming interface Mining models stored as XML objects in relational database Implementation based on new industry standards for data mining Scoring support for decision trees, center-based and distribution-based clustering, polynomial regression, and neural networks Execution in a variety of environments DB2 Extenders and Oracle cartridges -- Access to a wide range of data sources via DB2 DataJoiner Windows, AIX, Solaris, and Linux servers For ordering, contact: Your IBM representative, an IBM Business Partner, or IBM Americas Call Centers at 800-IBM-CALL Reference: YE001 This announcement is provided for your information only. For additional information, contact your IBM representative, call 800-IBM-4YOU, or visit the IBM home page at: IBM United States IBM is a registered trademark of International Business Machines Corporation

2 Description DB2 Intelligent Miner Scoring (IM Scoring) is an economical and easy-to-use mining deployment capability. It enables users to incorporate mining analytics into BI, e-commerce, and OLTP applications. Applications score records to segment, classify, or rank the subject of those records based on a set of predetermined criteria expressed in a data mining model. These applications can better serve business and consumer users alike to provide more informed recommendations, to alter a process based on past behavior, to build more efficiencies into the online experience; to, in general, be more responsive to the specific situation at hand. IM Scoring supports clustering, classification, and regression scoring functions. Clustering includes demographic and neural clustering Classification includes tree and neural classification Regression includes Radial Basis Functions (RBF) prediction, neural prediction, and polynomial regression Designed to score operational data, implementations for both DB2 UDB extenders and Oracle cartridges are provided. Data mining models can be developed using DB2 Intelligent Miner for Data V6R1. All scoring functions offered by the DB2 Intelligent Miner for Data V6R1 are supported by IM Scoring. As trends change or new information becomes available, the data mining models used by IM Scoring can be updated dynamically, allowing continuous improvement in business results without disrupting production systems by regenerating and promoting mining models. Because IM Scoring eliminates the need for developers to program to low-level proprietary APIs or understand arcane data formats, it is easier for them to deploy advanced mining analytics in business intelligence and operational applications. Built as user defined extensions, the new scoring functions directly integrate data mining technology into the relational database management system for rapid application development and deployment, and leverage underlying DB2 capabilities for faster application performance. IM Scoring provides the infrastructure necessary to deploy data mining analytics in enterprise applications and manage the promotion of data mining models. Central to this infrastructure is Predictive Modeling Markup Language (PMML), the new industry standard for data mining models. The Data Mining Group: working with representatives from the data mining software industry and from academia, defined this standard to easily create and share models. PMML is an extensible Markup Language (XML)-based language that provides applications with a vendor-independent method of defining predictive models. As a result, proprietary incompatibilities will no longer be a barrier to the exchange of models between applications. Predictive models express the patterns of information discovered in data mining. The programming interface for IM Scoring is designed in accordance with the International Organization for Standardization s (ISO) SQL Multimedia and Application Packages Part 6: Data Mining draft recommendations for accessing data mining functionality through SQL. The ISO standard is comprehensive and will likely result in minimal impact on the overall structure of SQL. In a nutshell, there are new data-types and functions introduced to handle the importation and storage of PMML models (as large objects), the preparation of user data to be processed by the models, the application of those models, and the post-application extraction of results. To support application execution in a variety of environments, IM Scoring has been implemented as both DB2 extenders and Oracle cartridges. Version 7.1 provides DB2 extenders for AIX, Windows NT, Windows 2000, Sun Solaris, Linux, and Linux/390 servers. Transparently, customers can use DB2 DataJoiner to provide access to a wide range of non-db2 data sources. Customers can also benefit from DB2 parallel processing for scoring large volumes of data. Version 7.1 also provides an Oracle cartridge implementation for Windows NT and Windows 2000 servers, and staged support for AIX and Sun Solaris (via PTFs). A Typical Customer Scenario Iteratively develop a data mining model using one of the following algorithms of DB2 Intelligent Miner for Data V6R1 (IM for Data): Demographic and neural clustering Tree and neural classification RBF and neural prediction Stepwise polynomial regression When finalized, export the data mining model (the IM for Data result file) to a file. Install IM Scoring V7R1 on the system where scoring is to be performed as an add-on service to the database management system (DBMS). This target system can be different from the one used to develop the model; IM for Data is not required for the execution of IM Scoring. The database extenders of IM Scoring DB2 extenders or Oracle cartridges are installed on the target database servers according to the installation procedures of the respective DB2 or Oracle DBMS. Transfer the IM for Data result file to the target system. Using IM Scoring utility functions, convert it to a PMML 1.1 compliant XML format and store the XML object in a database table. Once the model is loaded into a database, it can be applied to compatible records in the database by the IM Scoring functions. Score the data by invoking an SQL statement. The SQL statement names the IM Scoring function to be executed and identifies the mining model for scoring the data. The DB2 or Oracle SQL statement is expressed per the ISO standards for custom data mining extenders. Invocation of the IM Scoring functions will be performed by the respective DBMS. Supported Platforms DB2 IM Scoring V7R1 provides DB2 extenders for AIX, Windows NT, Windows 2000, Sun Solaris, Linux, and Linux/390 servers. Transparently, customers can use DB2 DataJoiner to provide access to a wide range of non-db2 data sources. Customers can also benefit from DB2 parallel processing for scoring large volumes of data. V7R1 also provides an Oracle cartridge implementation for Windows NT and Windows 2000 servers, and staged support for AIX, and Sun Solaris (via PTFs)

3 More Information For more information on DB2 Intelligent Miner Scoring V7R1, review: DB2 Intelligent Miner Webcast entitled Finding Gold in Your Data DB2 Magazine article, PMML: Laying the Groundwork, which describes the rationale for our new Intelligent Miner Scoring offering, in terms of both business and technology benefits Product documentation available online (Library section) Each of these deliverables can be accessed from the DB2 Intelligent Miner for Data home page at: Euro Currency This program is not impacted by euro currency. Product Positioning standards-compliant XML object maintained external to the application all contribute to simplifying deployment. Positioning with Other IBM Offerings DB2 Intelligent Miner for Data V6R1: Users will continue to use DB2 Intelligent Miner for Data V6R1 to mine data and produce mining models. DB2 Universal Database: Intelligent Miner Scoring extends DB2 to include advanced mining analytics as an inherent DB2 capability. Trademarks Intelligent Miner is a trademark of International Business Machines Corporation in the United States or other countries or both. DB2, DB2 Universal Database, DB2 Extenders, DataJoiner, and AIX are registered trademarks of International Business Machines Corporation in the United States or other countries or both. Windows and Windows NT are trademarks of Microsoft Corporation. Other company, product, and service names may be trademarks or service marks of others. DB2 Intelligent Miner Scoring V7R1 is targeted for use in business intelligence, operational, and e-commerce applications. Business Intelligence Applications Mining analytics are widely leveraged in this class of applications. Dominant usage in this space is across the full range of CRM applications, but notably within market segmentation, campaign management, call center, and churn analysis applications. There is also a growing use of mining analytics in financial analysis, and in areas such as product performance and sales trend analysis. The value that IM Scoring brings to this class of applications often involves automating the application of mining analytics. Some simple examples: Reclassification of customers based on monthly sales activity Dynamically providing cross-sell recommendations to call center personnel Ranking sales performance by territory at regular intervals E-commerce Applications E-commerce is certainly a recent phenomenon and embodies all the key characteristics which cry out for data mining for example, the need for rapid analysis of huge amounts of data, the obvious value of personalized treatment of consumers, the criticality of timely, incremental improvements. In this arena, IM Scoring can harness mining analytics to implement personalization in a manner which can quickly and easily accommodate refinement of the models that define personalization. Operational Applications Although leading-edge customers have made inroads in leveraging data mining results in operational applications, this is virtually uncharted territory. Among the inhibitors has been the complexity of deployment, including both application development and managing change. Intelligent Miner Scoring offers an implementation that addresses both issues. A database extender implementation, an SQL programming interface, and a

4 IBM US Announcement Supplemental Information March 20, 2001 Education Support Online technical education via the Web is available for this product. For specifics, refer to the Intelligent Miner Web site at: Offering Information Product information will be available on day of announcement through Offering Information (OITOOL) at: Publications Obtain the following material via the country publications ordering system after planned availability. To order, contact your IBM representative. Title English Intelligent Miner Scoring V7R1 Administration and Programming for DB2 English Order Number SH Intelligent Miner Scoring V7R1 Available only Administration and Programming in softcopy for Oracle The Publication Notification System (PNS) is available by order number/product number. Customers currently subscribing to PNS will automatically receive notifications by . Customers who wish to subscribe, can visit the PNS Web site location at: or the IBM Publications Center Portal at: The Publications Center is a WW central repository for IBM product publications and marketing material with a catalog of 70,000 items. Extensive search facilities are provided, as well as payment options via credit card. Furthermore, a large number of publications are available online in various file formats, which can currently be downloaded free of charge. Note that PNS subscribers most often order their publications via the Publication Center. The following publication is available only in soft copy and may be obtained from the Web at: (Refer to the Library section). English Intelligent Miner Scoring V7R1 Administration and Programming for Oracle Technical Information Specified Operating Environment Hardware Requirements Installing Intelligent Miner Scoring on AIX : following 60 MB of additional disk space in the /usr file system The On SP2 with DB2 EEE installation, this disk space is required on each node Installing Intelligent Miner Scoring on Linux or Linux/390: The following 60 MB of additional disk space in the /usr file system On SP2 systems with DB2 EEE installation, this disk space is required on each node Installing Intelligent Miner Scoring on Sun Solaris: The following 60 MB of additional disk space in the /opt file system Installing Intelligent Miner Scoring on Windows : following 30 MB of additional disk space Software Requirements The Installing Intelligent Miner Scoring on AIX: The following AIX 4.2.1, or later DB2 UDB V6, or later For DB2 UDB V6, fixpack 5 is required. You can This announcement is provided for your information only. For additional information, contact your IBM representative, call 800-IBM-4YOU, or visit the IBM home page at: IBM United States IBM is a registered trademark of International Business Machines Corporation

5 /fixes/english-us/db2aixv61/fp5_u472727/ For DB2 UDB V7, fixpack 1 is required. You can /fixes/english-us/db2aixv71/ FP1_U472894/ REC2XML. This function is very useful for IM Scoring. You can download this fixpack from: same server as the IM Scoring. Installing IM Scoring on Linux or Linux/390: The following Linux with kernel , or later, and glibc Version 2.1.3, or later. To install IM Scoring, you need rpm. DB2 UDB V6, or later. For DB2 UDB V6, fixpack 5 is required. You can /fixes/english-us/db2linuxv61/fp5_ip22081/ For DB2 UDB V7, fixpack 1 is required. You can /fixes/english-us/db2linuxv71/fp1_u472079/ REC2XML. This function is very useful for the IM Scoring. You can download this fixpack from: same server as IM Scoring. Installing IM Scoring on Sun Solaris: Sun Solaris Version 2.6, or later DB2 UDB V6, or later The following For DB2 UDB V6, fixpack 5 is required. You can /fixes/english-us/db2sunv61/fp5_u472728/ For DB2 UDB V7, fixpack 1 is required. You can /fixes/english-us/db2sunv71/fp1_u472077/ REC2XML. This function is very useful for IM Scoring. You can download this fixpack from same server as the IM Scoring. Installing IM Scoring on Windows: Windows NT 4.0 SP3 or Windows 2000 DB2 UDB V6, or later The following For DB2 UDB V6, fixpack 5 is required. You can /fixes/english-us/db2ntv61/fp5_wr21202/ For DB2 UDB V7, fixpack 1 is required. You can /fixes/english-us/db2ntv71/fp1_wr21198/ REC2XML. This function is very useful for the IM Scoring. You can download this fixpack from: same server as the IM Scoring. Performance Considerations: Performance of Intelligent Miner Scoring depends on a variety of system- and data-specific factors. System-specific factors include processor speed and size of main storage. Data-specific factors include the size and complexity of the mining models that are used for scoring and the length of the input records and number of input columns that are scored. Using the REC2XML function or the DB2 CONCAT built-in function to construct the XML input records for scoring provides performance gains over the use of the DM_applData function. Planning Information Direct Customer Support: Direct customer support is provided by IBM Operational Support Services Support Line. This fee service enhances customers productivity by providing voice and electronic access into the IBM support organization. IBM Operational Support Services Support Line will help answer questions pertaining to usage, and suspected software defects for eligible products

6 Installation and technical support is provided by Global Services. For more information call 800-IBM-4YOU ( ). Packaging: The DB2 Intelligent Miner Scoring V7R1 package contains: IBM International Program License Agreement in multilanguage booklet Proof of Entitlement (PoE) for one processor One Server CD-ROM for the: UNIX platform servers (AIX, Sun Solaris, Linux) Microsoft Windows NT/Windows 2000 server Intelligent Miner Scoring hardcopy documentation: Administration and Programming This program when downloaded from a Web site, contains the applicable IBM license agreement, and License Information (LI), if appropriate, and will be presented for acceptance at the time of installation of the program. The license and LI will be stored in a directory such as LICENSE.TXT for future reference. Security, Auditability, and Control DB2 Intelligent Miner Scoring V7R1 uses the security and auditability features of the relational database management system. The customer is responsible for evaluation, selection, and implementation of security features, administrative procedures, and appropriate controls in application systems and communication facilities. Ordering Information DB2 Intelligent Miner Scoring V7R1 has a single charge unit and is orderable as a program package and as use authorizations without program supply. It has no separately orderable options. Program Name Part Number DB2 Intelligent Miner Scoring Program Package English DB2 Intelligent Miner Scoring POE Processor Install DB2 Intelligent Miner Scoring Electronic Delivery Passport Advantage DB2 Intelligent Miner Scoring English Media Pack DB2 Intelligent Miner Scoring English Doc Pack Volume Purchase Option VPO Instl DB2 Intelligent Miner Scoring Procr VPO Instl/SW Sub DB2 Intelligent Miner VPO Instl/SW Sub DB2 Intelligent Miner Scoring Procr 2 Anniv VPO SW Sub Rnwl DB2 Intelligent Miner Scoring Procr VPO SW Sub DB2 Intelligent Miner Scoring Procr 1 Anniv BB878IE BB879IE D587SML D587TML D587UML E187VML D587WML Program Name Part Number VPO SW Sub DB2 Intelligent Miner Scoring D587XML Procr 2 Anniv VPO Upgrade DB2 Intelligent Miner Scoring No SKU Procr Needed Contract Option CO Instl DB2 Intelligent Miner Scoring No SKU Procr Needed CO Instl/SW Sub DB2 Intelligent Miner D587YML CO Instl/SW Sub DB2 Intelligent Miner D587ZML Scoring Procr 2 Anniv CO SW Sub Rnwl DB2 Intelligent Miner E1880ML Scoring Procr CO SW Sub DB2 Intelligent Miner Scoring D5881ML CO SW Sub DB2 Intelligent Miner Scoring D5883ML Scoring Procr 2 Anniv CO Supt DB2 Intelligent Miner Scoring No SKU Procr 2 Anniv Needed CO Supt DB2 Intelligent Miner Scoring AT887ML Procr 1 Anniv CO Instl/SW Sub/Supt DB2 Intelligent D588AML Miner CO Instl/SW Sub/Supt DB2 Intelligent D588BML Miner Scoring Procr 2 Anniv CO SW Sub/Supt DB2 Intelligent Miner D588CML CO SW Sub/Supt Rnwl DB2 Intelligent E1885ML Miner Scoring Procr CO Upgrade DB2 Intelligent Miner No SKU Scoring Procr Needed CO Instl/Supt DB2 Intelligent Miner No SKU Scoring 1 Anniv Needed Terms and Conditions Licensing: IBM International Program License Agreement. PoEs are required for all authorized use. License Information Form Number: CF877ML Limited Warranty Applies: Yes Program Services: Available until March 30, 2003 Money-Back Guarantee: 30-day, money-back guarantee Copy and Use on Home/Portable Computer: No Volume Orders (IVO): No Passport Advantage Applies: Yes Passport Advantage Subscription Applies: Yes Usage Restriction: No IBM Operational Support Services Support Line: Yes Other Support: Passport Advantage AIX/UNIX Upgrade Protection Applies: No Entitled Upgrade for Current AIX/UNIX Upgrade Protection Licensees: No AS/400 Software Subscription Applies: No Variable Charges Apply: No

7 Educational Allowance Available: Not applicable Prices Part Program Name Number OTC DB2 Intelligent Miner Scoring $15,000 Program Package English DB2 Intelligent Miner Scoring ,950 POE Processor Install DB2 Intelligent Miner Scoring ,000 Electronic Delivery Customer Financing: IBM Global Financing offers attractive financing to credit-qualified commercial and government customers and Business Partners in more than 40 countries around the world. IBM Global Financing is provided by the IBM Credit Corporation in the United States. Offerings, rates, terms, and availability may vary by country. Contact your local IBM Global Financing organization. Country organizations are listed on the Web at: Order Now Use Priority/Reference Code: YE001 Phone: Fax: Internet: Mail: 800-IBM-CALL 800-2IBM-FAX ibm IBM Atlanta Sales Center Dept. YE001 P.O. Box 2690 Atlanta, GA You can also contact your local IBM Business Partner or IBM representative. To identify them, call 800-IBM-4YOU. Note: Shipments will begin after the planned availability date. Trademarks Intelligent Miner is a trademark of International Business Machines Corporation in the United States or other countries or both. DB2, AIX, SP2, and AS/400 are registered trademarks of International Business Machines Corporation in the United States or other countries or both. Windows, Windows NT, and Microsoft are trademarks of Microsoft Corporation. UNIX is a registered trademark is a registered trademark of the Open Company in the United States and other countries. Other company, product, and service names may be trademarks or service marks of others