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Applying Data Science to Your Business Problem
1.
1 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD World® ’16 Applying Data Science to Your Business Problem Paul Dulany -
VP Data Science - CA Technologies SCX31S SECURITY
2.
2 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD © 2016 CA. All rights reserved. All trademarks referenced herein belong to their respective companies. The content provided in this CA World 2016 presentation is intended for informational purposes only and does not form any type of warranty.
The information provided by a CA partner and/or CA customer has not been reviewed for accuracy by CA. For Informational Purposes Only Terms of this Presentation
3.
3 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Abstract For a while now, a number of industries have been interested in data science and advanced analytics. But it isn’t always clear how best to use these within the business context. In this session, we’ll discuss how to turn a business problem into a data-science problem, and then back. We’ll use card-not-present payment fraud and login attempts as examples of how to identify the problem, determine if data science and advanced analytics can help (and if the situation warrants them), and then follow through on developing a solution to the problem. Paul Dulany, PhD CA Technologies VP Data Science
4.
4 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Agenda WHAT IS DATA SCIENCE? DETERMINING A PROBLEM OF INTEREST UNDERSTAND THE PRODUCTION ENVIRONMENT AND DEMANDS MODEL CREATION AND EVALUATION Q & A 1 2 3 4 5
5.
5 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Key Points for Applying Data Science § Identify a high-value Business Problem with High Quality Data §
Determine the class of the problem to solve § Utilize business-domain knowledge – Understand the "ecosystem" – Define appropriate metrics – Understand the data in full § Develop features and models / Evaluate / Iterate § Always keep the business problem in mind!
6.
6 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD What is Data Science? § The application of analytical techniques to large and “big” data –
A wide field encompassing many different aspects of analytics, statistics, and data mining – Fundamentally data driven – Based upon the scientific method – The goal is to use data and analytical techniques to solve problems § Requires knowledge in multiple domains – Analytics – Scientific computations – Data formats – Business domain – Statistics
7.
7 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Identify a high-value business problem –
The business case is critical § Intelligent Mainframe Operations – Need early detection of issues § Best is to predict and avoid issues – Currently, false positives (false alarms) are too prevalent – Expert-maintained systems of thresholds are hard to maintain Business Problem
8.
8 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Payment Security: –
Fraud in eCommerce is a significant problem § 3-D Secure was developed to combat this – Issuers incur the most pain from the current state § Fraud losses § Loss of income from interest and interchange fees § Customer experience and annoyance § Cost of inbound calls – Merchants feel pain too… Business Problem
9.
9 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Business Impact for a Client: 3 Year Impact Credit Debit Fraud savings (above current vendor)
£13,441,843 £15,174,365 Interchange fees (above current) £466,462 £3,441,882 Interest income (above current) £3,674,803 N/A Operational savings (not calculated) - - Total £17,583,108 £18,616,247
10.
10 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Identify data related to the business problem –
The more data, the better! – Is it categorical, ordinal, or numerical? What cardinality? – Is there a unique advantage over the competition? § Payment Security – 3DS data: PAReq message, device information, … – Wide mix of types of data – Time series is important – SaaS Deployment allows quality data to be gathered Identify Data (Results Proportional to Quality!)
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11 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Intelligent Mainframe Operations –
Multiple possible data sources § VSAM, DB2, IMS DB, IDMS, DATACOM, SMF, Syslogs, Vtape, CICS, … – Utilize CA SYSVIEW’s excellence – Embed analytics to detect abnormal patterns Identify Data (Results Proportional to Quality!)
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12 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Determine the general class of problem –
Classification, regression, anomaly detection, etc. – “Supervised” (teaching your children to read, teaching them manners) – “Unsupervised” (university) – “Semi-supervised” (school lunch room)
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13 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Payment Security –
Supervised classification – Fraud information for losses is likely in good shape – Complexities happen once you have a system in place § Censored problem, both in marking and in changing fraudster behavior § Intelligent Mainframe Operations – Unsupervised to begin – Need to develop baselines of normal behavior § But must provide results from day 0 – Possibility of semi-supervised in the future Determine the general class of problem
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14 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Understand the ecosystem –
What actions can be taken? – Is getting the result time sensitive? § Intelligent Mainframe Operations – Predictive analytics needed – Multiple possible actions, key is to inform the operator’s actions – Different time-scales for problems – Reaction-time is critical – real-time
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15 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in applying Data Science § Payment Security –
Predictive and prescriptive analytics needed – Multiple possible actions, at the transaction and the card level – Timing is critical – real-time, i.e., < 50ms for vast majority § We must be able to take action now Understand the Ecosystem
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16 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Determine the appropriate metrics –
How do we measure success? § Well defined measures are critical § Intelligent Mainframe Operations – High Availability – Problem avoidance – Reduced MTTR – Reduce SME dependence for issue detection
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17 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Steps in Applying Data Science § Payment Security –
A number of possibilities, based upon customer’s objectives – Consider them all § Detection rates § “Outsort” rates § False-positive ratios § False-positive rates § Value-based / transaction based / card based Metrics TOR 𝑆 = ∑ 𝐹 𝑠* + 𝑁 𝑠* ./0. ∑ 𝐹 𝑠* + 𝑁 𝑠* 122 .* TDR 𝑆 = ∑ 𝐹 𝑠* ./0. ∑ 𝐹 𝑠* 122 .*
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18 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD What’s Next? § Now we have a well defined problem §
So we spend a lot of time with the data! – “Browse” the data – Run some descriptive statistics – See if you can surprise yourself – If supervised, view the tagging data and the production data separately, and then together.
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19 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Review the Tagged Data § Browse the data again §
Run many statistical test – Beware of “Target Leaks”!! – Begin getting a feel for the variations, correlations, idiosyncrasies § You never want perfectly clean data – You want data that simulates production! § Beware of any changes to the data, especially non-causal changes § Model training is a numerical simulation of production
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20 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Data Partitioning: Beware What You Partition and How! § Partitioning –
Often need to use stratified sampling – When using multiple entities for tracking behavior, interactions are tricky! § Look for irreducibility § Go to out-of-time if needed Historical Data Training Fraud Non-Fraud Validate Fraud Non- Fraud Holdout Fraud Non- Fraud
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21 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Feature Development § “Features” pull the distinguishing characteristics from the data –
Time series analysis techniques – Digital Signal Processing techniques – Statistical measures of differences – Bayesian approaches – Linear discriminants – Non-linear transformations – …
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22 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Feature Development: Simple Example § Determine a peer group from the historical data –
All transactions where there were four previous transactions in the last week, at least two of which were on the same device, but in different countries § Determine the distributions of classes for a continuous variable – Let’s say, the amount – Use a discriminant calculation to determine likelihood of belonging to either class.
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23 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Feature Development: More Complexity § At the other end of the scale are online-learning models to determine behaviors –
Autocorrelation models, exponential weighting, KDE, etc. – Many techniques – § but must keep in mind the CPU constraints, I/O constraints, etc. § Conversion of high-cardinality categorical data into numerical inputs 𝑥"(𝑡 𝑛 , 𝑡 𝑛−1, 𝑡0) = 𝛼(𝑡 𝑛 , 𝑡0)𝑥 𝑛 + 𝛽(𝑡 𝑛 , 𝑡 𝑛−1, 𝑡0)𝑥" 𝑛−1 𝛼(𝑡 𝑛 , 𝑡0) = 1 − 𝛾 1 − 𝛾(𝑡 𝑛 −𝑡0) 𝛽(𝑡 𝑛 , 𝑡 𝑛−1, 𝑡0) = 𝛾(𝑡 𝑛 −𝑡 𝑛−1) 11 − 𝛾(𝑡 𝑛−1−𝑡0) 2 1 − 𝛾(𝑡 𝑛 −𝑡0)
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24 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Example: Unsupervised Anomaly Detection § Utilize Historical data to define bands of different probabilities –
Map real time metric streams against system defined normal – Multi-point alerts generated using industry-standard Western-Electric rules – Make static thresholds optional! Unlikely Most Likely Metric Time Less Likely
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25 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Example: Supervised Model § Always remember Occam's Razor! –
Among competing hypotheses, the one with the fewest assumptions should be selected. – Avoid needless complexity § Start with simple models, and grow more complex as needed – Linear regression – Logistic regression – Decision trees – Neural Networks – SVM …
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26 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Example: Supervised Model Neural Network
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27 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Example: Supervised Model § There are many aspects of training a neural network –
different activation and error functions – different training algorithms, – variations of seeds, learning rate, momentum, – self-regulation, – number of hidden layers, – number of nodes, – boosting/bagging, – preventing overfitting, – etc. Train the Model(s)
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28 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Review § Review the results of your training, and start all over again! –
Consider segmentation – Try leaving out the variables with the highest sensitivity – Subdivide the data to see if there are regions of instability – Iterate as needed § Finally, select your model(s)! § But we’re not done… – Now worry about calibration, upgrade/downgrade, priming time, packaging, integration, model report, …
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29 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Model Performance Chart
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30 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Intelligent Mainframe Operations Typical Volatility Anomaly Tasks ready to be dispatched
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31 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Key Points for Applying Data Science § Identify a high-value Business Problem with High Quality Data §
Determine the class of the problem to solve § Utilize business-domain knowledge – Understand the "ecosystem" – Define appropriate metrics – Understand the data in full § Develop features and models / Evaluate / Iterate § Always keep the business problem in mind!
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32 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Recommended Sessions SESSION # TITLE
DATE/TIME SCX50S Convenience and Security for banking customers with CA Advanced Authentication 11/17/2016 at 3:00 pm SCX34S Securing Mobile Payments: Applying Lessons Learned in the Real World 11/17/2016 at 3:45 pm SCT05T Threat Analytics for Privileged Access Management 11/17/2016 at 4:30 pm
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33 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Don’t Miss Our INTERACTIVE Security Demo Experience! SNEAK PEEK! 33 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD
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34 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD We Want to Hear From You! § IT Central is a leading technology review site. CA has them to help generate product reviews for our Security products. §
ITCS staff may be at this session now! (look for their shirts). If you would like to offer a product review, please ask them after the class, or go by their booth. Note: § Only takes 5-7 mins § You have total control over the review § It can be anonymous, if required
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35 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Questions?
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36 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Stay connected at communities.ca.com Thank you.
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37 © 2016 CA. ALL RIGHTS RESERVED.@CAWORLD #CAWORLD Security For more information on Security, please visit: http://cainc.to/EtfYyw
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