Transforming Data Into Wisdom

Transforming Data into Wisdom
University of Modena and Reggio Emilia,

Computer Science Engineering
Paolo Malavolta, Silvia Peschiera

May 25, 2016
Your IBM Team today
Paolo Malavolta Silvia Peschiera

Watson Consultant Consultant & Open Innovation, R&b Unit
paolo_malavolta@it.ibm.com speschiera@it.ibm.com
/in/paolomalavolta on Linkedin /in/silviapeschiera on Linkedin
@paolomalavolta on Twitter @silvia_tweety on Twitter
2
Agenda
Wisdom
IBM What Can
Digital and IBM
Bluemix you do with References Appendix
Disruption Cognitive Examples
Platform Watson?
Systems
© 2017 International Business Machines Corporation Watson Programs 3

Digital disruption

5
INFORMATION KNOWLEDGE
add meaning to physical based on information
reality and data aggregation
WISDOM
DATA
use knowledge to
physical reality
support decisions
https://www.youtube.com/watch?v=LVGKZUxuVIc

Disruption is upon us.
The biggest taxi company The largest accommodation company

owns no cars. owns no real estate.
The largest retailer The biggest media company

carries no inventory. owns no content. 8
In 2015, 63% of CEOs increased
investment in digital, it is a
matter of survive.

Artificial Intelligence patents
have more than tripled in 10
years.

Companies are stacking up their
Cognitive IP portfolio.

78% of executives say
business will manage people
along side machines

What is the behind?
Digital business and digital intelligence
Sentiment Date on Site
OpennessQuestion Analysis Purchase History
Intent
Subscriptions Generation
Gender Videos Viewed
Photos liked
Wish List Income Level Education
Age Phonemes
Affective Status Dialog
Costal vs Inland Marital status
Size of Network Time/Day log in
Check-ins Legal status
Location Image Tags
Number of Hashtags used
Euphemisms Lifestyle
App usage duration Family Size Linguistics
Life Stages
Number of Apps on Device
Latent Semantic Analysis
Sector Competitors
Hedonism City Search Strings entered
Device Usage
ZIP code Loyalty & Card Revenue Size
Activity Image source: http://personalexcellence.co/blog/ideal-beauty/ Self-transcendent
Industry
Deposits/Withdrawals
Extroversion Language Modeling Time spent on site
Face Recognition Colloquialism Ontology Analysis

Reasoning Strategies
Main Technology Shift
Automating Understanding
the world the world
Program Train
Knowledge workers Learning workers

WISDOM
Digitalization Technology is not

only supporting
BIG DATA Information
Mobile every kind of private
Data Science Knowledge and public
Analytics organizations, it is
DATA Social becoming part of
Cloud Computing them.

Big Data
Technological Factors

Meet the
World's Most
Connected Man
http://www.bloomberg.com/news/videos/b/56cf8bce-46e4-47bc-a18f-36beee78e2d6
A vast amount of untapped data could have a great impact on
our health - yet it exists outside medical systems.
60% 1100 Terabytes

Generated per lifetime
Exogenous Factors
Volume, Variety, Velocity, Veracity
Educational records, Employment
Status, Social Security Accounts,
Mental Health Records, Caseworker
Files, Fitbits, Home Monitoring
Systems, and more…
6 Terabytes
30%
Per lifetime
Genomics Factors
10% 0.4 Terabytes

Clinical Factors Per lifetime
Electronic Medical / Health Records,
IBM Watson Health // SOURCE: ©2015 J.M. McGinnis et al., “The Case for More Active
Physician Management Systems,
Policy Attention to Health Promotion,” Health Affairs 21, no. 2 (2002):78–93
Claims Systems and more…
https://www.wunderground.com/

Wisdom and Cognitive Systems

IBM Watson // ©2017 International Business Machines Corporation
Three capabilities differentiate cognitive systems from
traditional programmed computing systems…
Learning
They never stop learning getting
Reasoning more valuable with time.
They reason. They understand Advancing with each new piece of
underlying ideas and concepts. They information, interaction, and
Understanding form hypothesis. They infer and outcome. They develop “expertise”.
Cognitive systems understand extract concepts.
like humans do.
…. allowing them to interact with humans.

23
Cognitive Systems peculiarities
1. Cognitive Systems can be educated and not programmed: think about a app for
photos that is able to automatically organize your gallery by trips, family, friends... Just
using and learning from your examples (deep learning programs)
2. Cognitive Systems can express themselves as a «human»: I can interact with data in
Natural Language (Watson Analytics)
3. Cognitive Systems must have a deep knowledge in a specific field
4. Cognitive Systems evolve every time I use them by observing my everyday actions.

Let’s see some examples…

IBM Watson – Jeopardy!
DeepBlue uses a hard-coded objective function

1997 written by a human coupled with High
Performance Computing
10
40
10
AlphaGO uses self-trained net to evaluate

https://www.youtube.com/watch?v=P18EdAKuC1U https://www.youtube.com/watch?v=TuxL3yzXxJo
2016 positions and moves on 30M historical
10 170
games
2011 2015
COMPUTING & MATH SEMANTICS WISDOM
© 2017 International
Business Machines
Cognitive Assistants
2 Corporation
7 Watson Programs
I’m frustrated, I haven’t
been able to login into
your online billing system…
© 2017 International Business Machines Corporation

28 Watson Programs
Understand the Customer’s Intent
• Leverages state of the art Deep

Learning techniques to derive I forgot my password...
intent
How do I get a new password?
• Watson can be trained to
understand language and Can’t login into your site…
concepts
My login isn’t working, please
• Learns over time based on usage help”…
• Developers can create Can you reset my password?
handcrafted rules
#Intent = Password Reset
29 Watson Programs
Extract Other Key
Information From a Question
“ I’m frustrated, I haven’t #Intent Password Reset
been able to login into your @Entities Online Billing System

online billing system ” Emotional Tone Anger
Context Bill Smith, 47,

Gold Member, High Value
Context Mobile

30 Watson Programs
Take Action:
Responses Come in Different Forms
Question Answer
How do I reset my password? Dialog Guide the user through a set of steps
Someone has stolen my credit card. Deflect Transfer to human agent
Where is the nearest store? Map Application launches map with directions
I need to pay my outstanding invoice. Info. Retrieval Bring user to pay bill screen
Can I pay my bills using my credit card? App Nav. Bring back an answer

31 Watson Programs
https://www.thenorthface.com/xps

32 Watson Programs
© 2017 International
Business Machines
Embodiment
3 Corporation
3 Watson Programs
Connie
Description
The first Watson-enabled robot concierge in the hospitality industry.
Connie will work side-by-side with Hilton’s Team Members
https://www.youtube.com/watch?v=jC0I08qt5VU
Date
9th March 2016
Use case
Connie is able to learn and improve his interactions with humans by
leveraging on its previous experiences.
 Assist on visitor requests
 Personalize the guest experience
 Empower travellers with more information to help them plan their
trips
 Produce logs of the interactions with the customers for the hotel
staff
34
Pepper
Description
Pepper is the first humanoid robot able to understand
human emotions.
Pepper identifies gestures and voice tones.
https://www.youtube.com/watch?v=2gs83EVuyPI
Date
6th January 2016
Use case
 Robotic assistant for intuitive and interactive
experience
 Natural conversations: words, gestures and
expressions are understood
 Solution for in-class teaching assistant, nursing aide.
35
CogniToys Dino
Description
Wifi-enabled, cloud-connected, powered by Watson.
Recommended for kids ages 5 to 9.
https://www.youtube.com/watch?v=vN_SLW-tthA
Date
11th April 2016 (shipping)
16th February 2015 (project launch)
Use case
 Dino can have a conversation with its owner and becomes
more personalized as the child grows
 Expanding corpus of knowledge and capabilities to
remember details of the child to provide a personalized play
experience
 The child can access stories, play games with Dino, ask
questions and listen to jokes
36
BB8 – Star Wars Droid
Description
Control with your mind the Sphero app-powered droid.
https://www.youtube.com/watch?v=K-4mp_e5v4A
Date
18th December 2015
Use case
Use a consumer headset that can read brain waves
(Emotive Insight) and the droid available on sale by
Sphero, linked by the IBM's cloud computing and
Internet of Things platform.
This shows IBM cloud's ability to help developers quickly
build applications that power smart objects.
37
TJBot
Description
Open source project designed to help you access Watson
Services in a fun way. You can laser cut or 3D print me,
then use one of my recipes to bring me to life!
https://ibmtjbot.github.io/
https://www.youtube.com/watch?v=k928MQmD0oc
Date
November 2016
Use case
 Internet of Things
 Education
 Aging
 Toy
38
Watson Quickstart

What’s Watson?
IBM Watson is a cognitive

technology that processes
information more like a human
than a computer.
80% of all data today is

unstructured and invisible:
news articles, research reports,
social media posts, enterprise
system data…

How Watson learns?
Watson first needs to learn a

new subject before it can answer
questions about it…
• All related materials are
loaded into Watson
• Question and answers pairs
are added to train Watson on
the subject
• Watson is automatically
updated as new information
https://www.youtube.com/watch?v=ymUFadN_MO4
is published

How Watson
answers questions?
…then Watson answers a
question!
• Watson searches millions of
documents to find answers
• Collects evidence and uses a
scoring algorithm to rate the
quality of this evidence
• Ranks all possible answers
based on the score of its
supporting evidence
https://www.youtube.com/watch?v=_Xcmh1LQB9I

…and then leverage Watson APIs Retrieve and
to apply cognitive capabilities. Rank
50 underlying technologies
Entity Extraction Natural Language Classifier
Sentiment Analysis Personality insights
Emotion Analysis (Beta) Relationship Extraction
Keyword Extraction Retrieve and Rank
Concept Tagging Tone Analyzer
Taxonomy Classification Emotive Speech to Text
Author Extraction Text to Speech
Language Detection Face Detection
Text Extraction Image Link Extraction
Microformats Parsing Image Tagging
Feed Detection Text Detection Natural Language
Linked Data Support Visual Insights
Classifier
Concept Expansion Visual Recognition Tone Analyzer
Concept Insights AlchemyData News
Dialog Tradeoff Analytics
Document Conversion
Language Translation
43
IBM Bluemix Platform

Will you disrupt or be disrupted?
Bringing insight directly to Using weather data Sourcing new innovation

their maintenance engineers to predict real time inventory from mobile developer
via mobile needs communities

The Market
“The U.S. economy operates at only 18% of its digital potential.”
Harvard Business Review (Jan 2016)
“By 2020, the greatest source of competitive advantage for 30% of organizations will
come from their ability to creatively exploit digital technologies.”
IDC IT Market Update (Jan 2016)
“More than 80% of enterprise IT organizations will commit to hybrid cloud architectures
by 2017, vastly driving the rate and pace of change in IT organizations.”
IDC Futurescape (Nov 2015)

The business landscape is evolving
Business
New business models are emerging rapidly, fueled by digital services and the API
models are
economy.
changing
Users are User expectations are no longer defined by other competitors in your industry, they are
changing defined by the last interaction a user had with an app or service.
Technology is
Device proliferation. Unstructured data. Open source. There are new requirements
changing
and opportunities, and new tools are needed to support them.
Digital is a land
The velocity of change in the market is being shaped by companies – both large and
grab for those
small – that have found ways to change and innovate in much faster ways.
that move fast

The
Market What your business needs
To be the platform for enterprise transformation, cloud must deliver seamless

Hybrid value on both sides of the firewall.
Greater transparency and continuous innovation are inspiring the adoption of open source
Open technologies across the enterprise landscape. The desire to build polyglot systems further
encourages the adoption of powerful open source solutions to maximize performance.
Hybrid environments extending existing IT while taking advantage of new models of

Multi-
consumption and deployment.
Speed IT
Modernizing and extending the reach of enterprise IT by cloud-enabling existing

Integration applications and infrastructure. API Management, governance, private catalog, service
discovery, and secure connections are critical enabling capabilities.
48
The
Market What is your organization looking to do?
Innovate Gain Deeper Insights Modernize Customer

Experiences
Bring a new cloud-native Extend existing capabilities Migrate legacy apps to

app to market with new data/analytics cloud-based infrastructure
services
49
The
Market How can you bring innovation and modernization to your business?
90% of
companies
are looking to adopt cloud
on-premises.
75% of them
report it taking a month or
longer to deliver a single
update to internal platforms
and infrastructure.
Forrester Survey, 2015
50
The app revolution
Fundamentally changing the way we interact with technology.
Apps are everywhere Experience matters Cloud makes it possible

The quantity and usefulness of Customers and employees now Apps today can be stitched
web and mobile apps has led to expect a delightful and together quickly with pre-built
an “app revolution” among seamless experience across all assets. Cloud makes the API
consumers and businesses alike. interactions with a business. economy possible.
51
IBM Bluemix: Digital Innovation Platform
The role of the cloud is maturing into

the environment for innovation and
3
business value
2 Business
Value
1 High value solutions
Innovation Cognitive apps
Advanced analytics
PaaS-centric
Cost DevOps tooling
Internet of Things
Value IaaS-centric Web/Mobile apps
Virtual compute Basic analytics
Low cost storage Hybrid integration
Traditional app
hosting
Cost Effectiveness Essential Integration
© 2017 IBM Corporation

IBM Bluemix
53
Introducing: IBM Bluemix
Bluemix is a hybrid platform that harnesses the power
of the Cloud to transform business.
Bringing together infrastructure and platform services,

Bluemix offers a rich and continuously expanding
ecosystem of IBM and 3rd party services to support the
accelerating pace of business.
54
The Hybrid IT Platform
for Innovation is Here! IBM Bluemix
New Biz Models
Application Development, Orchestration, Integration

API Economy
IBM Bluemix: Flexible Deployment
Security, Management, Governance

The Digital Integrated DevOps
Innovation Analytics
Platform Platform Cognitive
as a Service Internet of Things
Mobile
Infrastructure Runtime Runtime
as a Service Middleware Middleware
OS OS
Virtualization Virtualization Virtualization
Servers Servers Servers
Storage Storage Storage
Networking Networking Networking
55 © IBM Corporation 55
56 © 2017 International Business Machines Corporation
Watson Programs
Watson Programs 57
What is Bluemix?
Bluemix is an open-standards, cloud-based platform
for building, running, and managing applications.
Build your apps, your way

Deploy and manage hybrid
Use the most prominent
apps seamlessly
compute technologies to
Get a seamless dev and
power your app: Cloud
management experience
Foundry, Docker,
across a number of hybrid
OpenStack.
implementations options.
Scale more than just
instances Layered Security
Development, monitoring, IBM secures the platform and
deployment, and logging infrastructure and provides
tools allow the developer to you with the tools to secure
run and manage the entire your apps.
application.
Flexible Pricing
Extend apps with services Try compute options and
A catalog of IBM, third party, services for free and, when
and open source services you’re ready, pay only for
allow the developer to stitch what you use. Pay as you go
an application together and subscription models offer
quickly. choice and flexibility.
58
IBM
Bluemix What Bluemix offers
With offerings spanning from bare metal to serverless programming, Bluemix supports
Compute apps and workloads with nearly any set of requirements.
Bluemix is a delivered across public, dedicated and on-premises deployment models,

Hybrid helping companies accelerate delivery on both sides of the firewall.
Bluemix is available in over 25 data centers around the globe, addressing critical
Global needs around performance and data sovereignty.
Bluemix offers over 150 services across Watson, data, mobile, DevOps to help companies
Services accelerate the delivery of transformative apps and services.
Built upon IBM’s support for Open Governance and Open Architecture, Bluemix
Open puts leadership in OpenStack, Cloud Foundry, Node, Docker and more into
practice for the enterprise.
59
How does Bluemix work?
Bluemix embraces Cloud Foundry as an open source Platform as a Service and extends it with
IBM, third party, and community built services.
60
Why are developers using Bluemix?
Go from zero to
To rapidly bring products and running code in a
services to market at lower cost matter of minutes.
To continuously deliver new Automate the development

functionality to their applications and delivery of many
applications.
To extend existing investments in Extend existing investments by

IT infrastructure connecting securely to on-
premise infrastructure.
61
Compute flexibility
Devs get to choose the level of infrastructure abstraction and fine-tuned control that suits their
apps and services.
Instant Runtimes Containers Virtual Servers
Powerful, but less resource

The highest level of Control all the way down
intensive than VMs. Key to
infrastructure abstraction. to the operating system.
supporting hybrid
Focus on the app.
portability.
What’s different about Bluemix?
• Docker as-a-service means no

VMs to manage
• Extends Cloud Foundry with • Deploy and manage VMs
DevOps tooling, integration • A repository of enterprise-grade consistently across public,
capabilities, and seamless app images which are trusted and dedicated, and private instances
management secure with a single dashboard.
• Support for 7 key languages • Enhanced performance and • Connect to your own OpenStack
and the option to use a scalability infrastructure
community buildpack. • Integrated monitoring, logging,
networking, and storage
62
Broad range of IBM & 3rd Party Services
Commerce
Healthcare
Analytics
Watson
Security
63
IBM
Bluemix What differentiates Bluemix
A wide range of compute options and a broad catalog of services built on open architectures allows you to
meet the needs you have today and change over time.
Accelerate Extract Insight & Optimized

Innovation Value from Data Performance
Compute Choice: Bluemix offers Cognitive Services: Microservices: On Bluemix, the microservice
infrastructure and runtime options including: • 16 Watson APIs (growing to 29 by architectures serves as:
• Docker 2017), • Support scalable complex application logic
• Cloud Foundry • Tools to build apps that understand, • Enable continuous delivery to meet evolving
• OpenWhisk
reason, and learn. customer demands.
• Bare Metal
• Virtual Machines
Data & Analytics: Ingest, manage, and DevOps: Bluemix DevOps services enable:
• OpenStack
leverage data with services including: • Rapid experimentation using Active Deploy
• Cloudant (NoSQL database) • Process transformation via UrbanCode
Flexible Deployment: Get the benefits of
• IBM Analytics for Apache Spark • Startup agility at enterprise scale with DevOps
the cloud where you need it:
• Public • GraphDB Tool Chain
• Dedicated • Hadoop
• Local
64
Bluemix service offerings to compose solutions
DevOps DevOps
Tooling
Your Own Hosted Apps / Services Integration and
API Mgmt
services
Integration
for increased Catalog of Services that Extend Apps’ Functionality
services
productivity
for Hybrid Cloud
+
Web Data Mobile Cognitive Analytics IoT Security Yours solutions
Analytics and Flexible Compute Options to Run Apps / Services

Instant Runtimes Containers Virtual Machines
Cognitive + + + Open technology

services for
Infrastructure for
front-line Platform Deployment Options that Meet Your Workload Requirements
choice with
decision Bluemix Bluemix Bluemix Bluemix
Public Dedicated Bare Metal Local* consistency
making + Powered by IBM SoftLayer In Your Data Center +
+ Always focused on what’s next
65
Online Catalog: https://console.ng.bluemix.net/catalog/
A Full Spectrum of Compute from Bare Metal to Event Driven
Build your apps, your way.
Use a combination of the most prominent open-source compute technologies
to power your apps. Then, let Bluemix handle the rest.
OpenWhisk Instant Runtimes IBM Containers Virtual Machines Bare Metal

Event-driven apps, App-centric runtime Portable and consistent Get the most flexibility For the ultimate
deployed in a environments based on delivery of your app and control over your performance and scale
serverless environment. Cloud Foundry. without having to environment with VMs.
manage an OS.
Ease of getting started Full stack Control

66
IBM
Bluemix Where Bluemix reaches
Over 26 global Carrier grade

locations with private network
geographic with over 2,000
disperse network Gbps of
PoPs connectivity
67
IBM
Bluemix A hybrid approach
Bluemix provides points of entry for companies to deliver faster
regardless of where their apps or services need to run
With Bluemix, companies can accelerate innovation on both sides of the firewall.
The flexibility to shift deployment model mix over time

Smart enterprises know they will have a mix of dedicated, public, and local cloud, but
can’t predict the balance of these resources at any point in the future.
Bluemix has the flexibility to optimize the placement of workloads

Run workloads where they make the most sense, utilizing the highest performance
infrastructure with no responsibility for its maintenance.
Bluemix empowers IT teams via a single integrated Admin console

Gain visibility across public, dedicated, and local deployments via the Bluemix
console to ensure control and governance of enterprise systems.
Secure connectivity protects access and data transfer on both s

ides of the firewall
Only Bluemix offers VPN, Direct Link, Secure Gateway to encrypt and securely
transfer enterprise data over the public internet, over private networks, and between
cloud applications and on-premises endpoints.
68
A Platform for Hybrid IT Ecosystems
IBM Seamless Experience Bluemix Dedicated

Bluemix regardless of which Hosted for better economics, yet dedicated
to you and your team. Perfect for dev/test
combination you choose. sensitive workloads and high
availability production.
Bluemix Local
Behind your firewall
for the most Bluemix Public
sensitive Maximize on cloud economics
production and agility. Perfect for
workloads. ecosystem collaboration.
Traditional IT On Premise Hosted Public Cloud 3rd Party Services & Data
Private Cloud Private Cloud
As a result, hybrid Cloud Applications are becoming the norm for
the Integrated Digital Enterprise …
Public Cloud Private Cloud

Dedicated Cloud
DMZ Enterprise DMZ

APP Service
APP Social & Internet
APP Service DB
Mobile, DB APP DB APP Data sources
PoS, ATMs API Internet API
Internet
Internet of Things
Sensors
Developer & Customer
communities Trading partner
communities
Master Data Big Data
Management
70
Continuous Innovation & Delivery
Fit for an enterprise, the DevOps experience is unified and open across compute technologies, Bluemix
delivery methods, and integrated systems.
71
Core use cases
What 30,000 beta applications have told us.
Web Applications Mobile Back Ends
• Enabling online experiences in the physical store for • Back end services replacing custom code hosted on
retail IaaS (e.g. Push Notification)
• Leverages BlueMix for data collection APIs and • Cloud Code for offloading business logic from the mobile
dashboards client
• Reduction of infrastructure setup from days to minutes • Integrated into iOS and Android native applications using
by moving off of a pure IaaS BlueMix SDK
APIs and On-Prem Integration Analytics and Reporting
• Providing APIs that are integrated into the BlueMix • Embed IBM Cognos business intelligence content into
experience apps
• Leveraging existing on premise databases and • Use IBM Analytics Warehouse to store and analyze
technologies business data
• Building mobile applications that connect to on-prem data • Gain immediate visibility and control over app
via Bluemix performance and availability
72
IBM Watson
on Bluemix
73
Cognitive Computing
As significant a disrupter as the Internet itself

Watson on Bluemix
Watson is creating a new partnership between people and computers that enhances,
scales and accelerates human expertise
Reason
Listening Speech
Learning
Vision
IBM Watson services available on Bluemix are the building blocks for developers to create the next generation of cognitive
applications to transform the way businesses engage with their customers, discover, innovate and make decisions
75 …build with Watson

76
Mobile w/Analytics
The Cheerios are
on your right!
From this… …to this.

IBM Mobile Services
Core services that just about every App needs
StrongLoop Arc
Core App & Push Mobile Client
Cloudant Enterprise Node.js
Increase User Access
Platform Services Engagement with
The Ultimate Data
Simplified Mobile
to build, deploy,
Store for Mobile scale manage and
Mobile Push App User
Apps deploy your mobile
Notifications Authentication
APIs
Capabilities to manage the lifecycle of your Apps

Mobile App Server AppScan Mobile Mobile Quality
App Lifecycle Manage, secure, Analyzer Assurance
Services and optimize Identify Mobile Continuously
enterprise mobile App Security Improve Mobile
apps Exposures User Experience
Capabilities to enable apps to make users more productive based on context

Mobile Content Presence Insights
Contextual Manager Enables Apps with
Services Create, manage, Intelligent Mobile
and deliver more Location Data
relevant in-app
content
IBM Internet of Things
79
Internet
of
Things
Internet of Things Foundation
Set up and manage your connected devices so all your app’s can access the data
Turn new data into

new value with IoT
81
IBM API Economy
82
The API Economy
Composable (Inter-Cloud) Apps
Applications are no longer being vertically built by single organizations
Bank
(Loan) Service Insurance
API Service
API
Dealer
API
Service
API
API Map
Analytics Service
Service
Apps are being “composed” from functional executable

“microservices (accessed via APIs)” each of which may run in
83
different “cloud” data centers and belong to different companies. © IBM Corporation 83
The API Economy is disrupting B2B relationships
Traditional IT model API Economy IT model
Static Dynamic
Negotiated Instant
Relationships; Relationships;
Long-term IT Instant IT
IT Focus: CHANNELS IT Focus: ECOSYSTEMS

A Platform for the API Economy
IBM
• Watson • Docker Containers IBM • NodeRed • Bring your
Bluemix • MobileFirst • Runtimes • Go
• Analytics & Big • MQ • PHP own
Data • Business Rules • Python
• IoT • BPM Workflow buildpack
•
• Ruby
API Management • Integration
• DevOps • Security • .NET
• Secure Gateway • ….More
Third Party Open Source
• ThinkData Works • SendGrid • Systems of record (including mainframe

• Box • PubNub apps)
• Cognitive Scale • AMQP • Databases
• Twilio • FlowThings • Enterprise applications (Oracle, SAP, .…)
• Blazemeter • Pitney Bowes
• Web apps (WebSphere, JBOSS,
• New Relic • Memcache
• Redis
WebLogic, etc.)
• …More • Any existing business apps.
Your Own
(Systems of Record)
What can You do
with Watson?

What can You do with Watson (1/3)
Sanità Distribuzione / Moda
Banche

… .. .
Watson Programs 87

https://www.youtube.com/watch?v=vjaISgnKN3Q
Cognitive System and Arts (3/3)

Cognitive Dress
https://www.youtube.com/watch?v=6AtAibldNYY
Cognitive Trailer
https://www.youtube.com/watch?v=gJEzuYynaiw
Esperienza Cognitiva Immersiva
https://youtu.be/Nv12KaacRrU
References

References
• Twitter: @IBMWatson
• Facebook: https://it-it.facebook.com/ibmwatson
• IBM Open Badge – Certification: https://www.youracclaim.com/organizations/ibm/badges
• IBM Bluemix Platform: https://console.ng.bluemix.net/catalog/
• IBM Watson: https://www.ibm.com/watson/
• IBM Watson Health: https://www.ibm.com/watson/health/
• IBM Watson Academy: https://www.watson-academy.info/
• IBM Watson Developer Cloud: https://www.ibm.com/watson/developercloud/
• IBM Watson Developer Cloud Documentation: https://www.ibm.com/watson/developercloud/doc/index.html
• IBM Watson Developer Cloud Starter Kits: https://www.ibm.com/watson/developercloud/starter-kits.html
• IBM Watson Developer Community: https://developer.ibm.com/watson/
• IBM Watson Developer Cloud GitHub: https://github.com/watson-developer-cloud
• IBM Watson API Explorer: https://watson-api-explorer.mybluemix.net/
• Stack overflow: http://stackoverflow.com/tags/ibm-watson/info
• IBM Watson Analytics: https://www.ibm.com/analytics/watson-analytics/us-en/
• IBM Watson Knowledge Studio: https://www.ibm.com/it-it/marketplace/supervised-machine-learning
• IBM Cloud Garage Method: https://www.ibm.com/devops/method
• TJBot: https://ibmtjbot.github.io/
• TJBot – Research: http://research.ibm.com/tjbot/
• TJBot GitHub: https://github.com/ibmtjbot
• TJBot Instructables : http://www.instructables.com/member/TJBot/
• Node-Red: https://nodered.org/
Thanks
for your attention!
Any Question?
Paolo Malavolta paolo_malavolta@it.ibm.com
Silvia Peschiera speschiera@it.ibm.com

Appendix

IBM Bluemix Demos
& Services –
Quick Examples
98
Audio Analysis
Demo
https://audio-analysis-application-starter-
kit.mybluemix.net/?cm_mc_uid=98092255825414573411651&cm_mc_sid_50
200000=1457344882
How it works
This application uses the IBM Watson Concept Insights service coupled with the
Speech to Text service in order to provide analysis of the concepts that appear in
Youtube videos

Watson Programs
Personality Insights
What is it?
Improved understanding of people's preferences to help engage
users on their own terms
How does it work?

The IBM Watson Personality Insights service uses linguistic
analytics to extract cognitive and social characteristics, including
Big Five, Values, and Needs, from communications that the
user makes available, such as email, text messages, tweets,
forum posts, and more. By deriving cognitive and social
preferences, the service helps users to understand, connect to,
and communicate with other people on a more personalized
level.
Use Cases
The service can analyze text based on a customer’s twitter
stream to help a travel agency decide between leading with
a budget or luxury trip offer

Watson Programs
Personality Insights
Demo
http://your-celebrity-match.mybluemix.net/
How it works
You input your Twitter handle
Calls the Twitter API to get the latest 2300 tweets

from your public feed
Calls the Personality Insights API to analyze the

language n your tweets and apply it to a spectrum
of characteristics
Compares your Personality Insights profile to 232

celebrity profiles analyzed with the service
Sorts your matches and shows you the highest

and lowest. These are calculated by the
Euclidean distance between the two.

Watson Programs
What's your brand's personality?
Test drive the Watson APIs using the Brand
Personality App.
Company Insights built with:
• IBM Watson Personality Insights
• Insights Alchemy Language
• Alchemy Data
• News Twitter
http://company-insights.mybluemix.net/
102
Tone Analyzer
How it works
It detects three types of tones, including emotions (negative emotions,

cheerfulness, anger), social propensities (open, agreeable and conscientious) and
writing styles (analytical, confident and tentative)
• Analyzing email messages, presentations before sending them
• Examining how readers might perceive your blog posts
• Help understand the potential impact of the word choice in any other text-based
communication
Demo
https://tone-analyzer-demo.mybluemix.net/

Watson Programs
Insights for Twitter
Use IBM Insights for Twitter to incorporate Twitter search results into your Bluemix applications.
The service provides sentiment and other enrichments for multiple languages, based on deep
natural language processing algorithms from IBM Social Media Analytics. Real-time processing
of Twitter data streams is fully supported; configurable through a rich set of query parameters
and keywords. Insights for Twitter includes RESTful APIs that allow you to customize your
searches and returns Tweets and enrichments in JSON format.
Demo:
http://totem.mybluemix.net/
104 © 2017 International Business Machines Corporation 104

Watson Programs
Conversation
What is it?
Enable applications to use natural language to automatically
respond to user questions.
Can track and store user profile information to learn more about
end users, guide them through processes based on their
situation, or pass their information to a back-end system.
How does it work?

Provides a comprehensive, technology platform for managing
conversations between virtual agents and users
Example Use Cases

• Help desk
• Tech support
Demo:
https://www.thenorthface.com/xps
© 2015 International Business Machines Corporation 105

Watson Programs
Language Translation
What is it?
Translate and publish content in multiple languages.
How does it work?

The service provides domain-specific translation utilizing Statistical
Machine Translation techniques.
Demo:
http://language-translation-demo.mybluemix.net/

Watson Programs
Natural language classifier
What is it?
Interpret and classify natural language with confidence.
How does it work?

The service interprets the intent behind text and returns a
corresponding classification with associated confidence levels.
Example Use Cases

The service is tuned and tailored to short text (1000 caracthers or
less)
Classify SMS text as personal, work or promotional
Classify tweets into a set of classes (events, news, opinions)
Demo:
Video
http://natural-language-classifier-demo.mybluemix.net/

Watson Programs
Retrieve and Rank
What is it?
Helps users find the most relevant information for their query by
using a combination of search and machine learning algorithms.
How does it work?

Developers load their data into the service, train a machine
learning model based on known relevant results, then leverage
this model to provide improved results to their end users based
on their questions or queries.
Example Use Cases

• A technician who is going onsite and requires help
troubleshooting a problem
Demo:
Retrieve and Rank

Watson Programs
Speech to Text
What is it?
Converts the human voice into the written word.
How does it work?

Uses machine intelligence to combine information about grammar and
language structure.
The transcription of incoming audio is continuously sent back to the
client with minimal delay.
Demo:
https://speech-to-text-demo.mybluemix.net/

Watson Programs
Text to Speech
What is it?
Generates an audio file that has a verbal representation of the input
text – complete with appropriate cadence and intonation, and, in the
future, the ability to customize the pronunciation of specific words.
Example Use Cases

• Enable a new interaction paradigm for mobile apps.
• Assistance tools for the vision-impaired.
• Read texts / emails aloud.
• Critical building block for enable “Speech-to-Speech Translation”
Demo:
http://text-to-speech-demo.mybluemix.net/

Watson Programs
IBM Bluemix: IBM Data & Analytics Services
Cloudant NoSQL DB Time Series Database SQL Database Analytics Apache for DataWorks dashDB
Haddop
BigInsights for Apache Geospatial Streaming

Predictive Modeling Insights for Twitter Apache Spark
Hadoop Analytics Analytics
IBM DB2 on Cloud Redis by Compose MongoDB by Compose PostgreSQL by Compose ElasticSearch by Compose

Cloudant™ NoSQL DB
• Cloudant is a full-service NoSQL database built from the ground up

to scale globally (think CDN for your database), run non-stop, and
handle a wide variety of data types like JSON, full-text, and geo
spatial.
• RESTful API: Cloudant's RESTful API makes every document in your
Cloudant database accessible as JSON via URL; this is one of the
features that makes Cloudant so powerful for web and mobile
applications.
• High Availability: Cloudant stores data in triplicate across 3 separate
servers and automatically handles the sharing and re-balancing of
that data so your apps and businesses are always running.
• Massive Scalability: Cloudant automatically partitions your database
into 'shards' that are easily distributed over an elastic cluster of
database servers that can change in size as your application scales.
• Flexible Data Model: There is no limit to the number of fields, or size
of documents, and you can combine documents with different
structures inside the same database. You are not restricted by a rigid,
pre-defined schema.
112 • Reference Link: https://console.ng.bluemix.net/catalog/cloudant-nosql-db © IBM Corporation 112
DataWorks™
• IBM DataWorks is a full service offering that refines raw data into
insightful information that is ready for analytics. It powers other
analytics services by allowing users to prepare data from multiple
cloud and on-premise sources, cleanse it, blend it and deliver it to
other services, such as dashDB, Cloudant and Watson Analytics.
• Move Data: Deliver data from multiple sources to services such as
dashDB, Cloudant and Watson Analytics.
• Enrich Data: Produce complete data sets by blending data from
multiple sources.
• Shape Data: Shape the data to the desired target format by removing
unnecessary fields, filtering and sorting.
• Cleanse Data: Improve the quality of data by removing incomplete or
inaccurate information.
• Visualize Data: Explore data to make sure it is complete, conforms to
the correct format and has the desired quality before loading it to a
target service.
• Reference Link: https://console.ng.bluemix.net/catalog/dataworks

dashDB™
• dashDB is a data warehousing and analytics solution. Use dashDB to store relational data,
including special types such as geospatial data. Then analyze that data with SQL or advanced
built-in analytics like predictive analytics and data mining, analytics with R, and geospatial
analytics. You can leverage the in-memory database technology to use both columnar and
row-based tables.
• Powered by IBM BLU Acceleration and Netezza in-Database Analytics. IBM BLU
Acceleration is fast and simple. It uses dynamic in-memory columnar technology and
innovations such as actionable compression to rapidly scan and return relevant data. In-
database analytic algorithms integrated from Netezza bring simplicity and performance to
advanced analytics.
• Reference Link: https://console.ng.bluemix.net/catalog/dashdb

BigInsights for Apache Hadoop
• Use this service to provision enterprise-scale, multi-node big data clusters on the IBM®
Softlayer® cloud, using IBM's big data solution InfoSphere® BigInsights™. Once provisioned,
these clusters can be managed and accessed from this same service.
• InfoSphere BigInsights is IBM's Hadoop offering, which combines open source technology with
extra features (for example Big SQL and Text Analytics) to provide industry-leading
performance, scale, and reliability. By using the IBM BigInsights Hadoop for Bluemix™
service, you can access all the power of InfoSphere BigInsights for your enterprise without
having to install and configure your clusters or manage your hardware.
• Reference Link: https://console.ng.bluemix.net/catalog/biginsights-for-apache-hadoop

Geospatial Analytics
• IBM® Geospatial Analytics for Bluemix™ allows you to monitor moving devices right from
your Bluemix application. You use the Geospatial Analytics service to monitor when devices
are entering and leaving locations that you specify. After you start the service, the monitor
is on and the service receives device information continuously from the MQTT message broker.
When you stop the service, monitoring turns off.
• Reference Link: https://console.ng.bluemix.net/catalog/geospatial-analytics

Apache Spark
• IBM Analytics for Apache Spark™ is a full service offering for the next generation of distributed
data processing engines. Building upon earlier generations of distributed computing, its in-
memory architecture enables capabilities that were previously inaccessible. These capabilities
enable deeper and richer analytics that execute faster, opening up new frontiers of
potential analytics applications. With IBM Analytics for Apache Spark™, you no longer have
to worry about finding a system administrator to install and configure Spark™ for you - we
provide Spark™ fully managed and on-demand, allowing users to get started quickly with little
to no hassle. You pay only for what you use, so you can scale up or down as necessary and
with total control.
• Reference Link: https://console.ng.bluemix.net/catalog/apache-spark/
• Beta – as of August, 19th 2015

Streaming Analytics
• Streaming Analytics ingests, analyzes and correlates data as it arrives from thousands of
real-time data sources. Streaming Analytics enables customers to build their real-time
streaming application without having to build and manage the infrastructure. Streaming
Analytics will provide customers with small nodes (4 cores/node) for lower entry point. The
service also provides larger applications availability in the Bluemix environment. Streaming
Analytics will provide seamless connectivity to Spark, BigInsights, Java API and other analytical
tools to enable users to create their own custom applications.
• Reference Link: https://console.ng.bluemix.net/catalog/streaming-analytics/
• Beta – as of August, 19th 2015

IBM® DB2 on Cloud
• IBM DB2 on Cloud is a full-service database on IBM’s SoftLayer® global cloud infrastructure
(i.e. dbPaaS). It offers the rich features of an on-premise DB2 deployment to customers
without the cost, complexity and risk of managing their own infrastructure.
• Optimized for OLTP and fully configurable: Based on DB2 Advanced Workgroup Edition
software, it comes with a pre-configured instance optimized for online transaction processing
applications. IBM DB2 on Cloud also allows customers the flexibility to create their own
instances for analytic or mixed workloads.
• Reduces time to value: Use of this offering reduces the time required for provisioning and
deploying DB2 so more resources can be devoted to developing new solutions and innovation.
• Reference Link: https://console.ng.bluemix.net/catalog/ibm-db2-on-cloud

Redis by Compose
• Redis is a simple key-value store. A key string matches a single

value. Don't let the simplicity fool you, its simplicity ensures Redis
remains fast. Redis is commonly used as a buffer, queue, job system,
and or a transient database. Redis' simplicity can be used in
surprising ways.
• High Availability: Redis is known for its speed and how quickly it can
read and write data. In the few seconds it takes to deploy your Redis
database, you get a database configured with auto-failover for reliable
maximized availability.
• Secure: Every Redis database on Compose is protected with a proxy
and allow for IP whitelisting for an extra layer of security. Within the
Compose UI, you can easily provision an additional SSH capsule to
provide a secure and encrypted tunnel giving full control over who can
access your database and keep others out.
• Data That Grows With You: Redis on Compose is built for auto
scaling. If we see that you're using more than you're provisioned for,
we'll up your database size seamlessly so you don't miss a beat.
• Reference Link: https://console.ng.bluemix.net/catalog/redis-by-compose/
MongoDB by Compose
• MongoDB is a self-service flexible JSON-like data store, which is highly scalable,

and comes with a thought-out, good query language. MongoDB functions well as
both, an application's primary database, a caching layer for SQL databases, and
various use cases in between.
• Scale Intelligently: IBM Compose provisions database on powerful hardware, and
leave developers room to scale vertically while discovering the ideal data schema.
• Exchange Worry for Safety: All databases come with backups enabled and are
built on a multi-redundant infrastructure.
• Powerful Database Management: Provisioning databases is easy enough, but
you still need powerful and useful tools to manage your data and performance, like
New Relic Integration, real-time monitoring dashboard, and automated customer
alerts.
• Reference Link: https://console.ng.bluemix.net/catalog/mongodb-by-compose/

PostgreSQL by Compose
• Postgres is a powerful, open source object-relational database that

is highly customizable. With Postgres, development is fast and
easily scalable, plus you can develop in a language you're
comfortable with like C/C++, Perl, Python, TCL/TK, Delphi/Kylix, VB,
PHP, ASP, and Java just for starters.
• Monitor Your Database Simply: Postgres has built in easy-to-use
monitoring tools, including a real-time dashboard and automated
alerts.
• Grow your Database Effortlessly: Postgres can grow as it needs to,
automatically. You shouldn't spend your time worrying about storage,
so forget about servers, we've got those under control.
• Run Your Database With Confidence: Postgres comes with
automatic replication, failover, and backups enabled to protect your
data.
• Reference Link: https://console.ng.bluemix.net/catalog/postgresql-by-compose/

ElasticSearch by Compose
• Elasticsearch is optimized for complex queries such as site-wide searches. Elasticsearch

excels at common schema designs such as tagging and multiple range conditions.
Elasticsearch is a powerful stand-alone tool, or combined with PostgreSQL or MongoDB.
• Explore Your Data: Perform lightning fast, full-text searches without predefined indexes.
Elasticsearch supports strings, numbers, dates, geographic points, and even custom types.
• Only Pay For What You Use: With Elasticsearch, your storage grows with your database
without any surprises.
• Reference Link: https://console.ng.bluemix.net/catalog/elasticsearch-by-compose/

IBM Data and Analytics Services on Bluemix
SQL NoSQL Analytics Service
Analytics for Apache Hadoop l Full
Apache Spark l Full
BigInsights for Apache Hadoop l Full
Cloudant NoSQL DB l Full
dashDB l l Full
DataWorks l l Full
Elasticsearch by Compose l Self
Geospatial Analytics l Full
IBM DB2 On Cloud l Self
Insights for Twitter l Full
MongoDB by Compose l Self
PostgreSQL by Compose l Self
Predictive Modeling l Full
Redis by Compose l Self
SQL Database l Full
Streaming Analytics l Full
TimeSeries Database l Full

Deploy your first app

Main Idea
Have you ever been interested in what people think about your product or brand?
With IBM Bluemix, developing a Sentiment Analysis web app has never been so easy!
Our goal is to demonstrate how, in few clicks, IBM Bluemix allows developers to build a
really user-friendly graphical interface in order to visualize the sentiment analysis related to
public tweets.
Just insert your keyword to filter the results and ...it’s all done!

What you will need for your application
1. Familiarity with Node.js

2. Basic knowledge of HTML and CSS
3. The Eclipse IDE for Java EE Developers
4. An IBM Bluemix account (for external users click here and Create IBM id to register a
new account in IBM Bluemix)
5. Familiarity with IBM DevOps Services, the IBM cloud-based tools to develop and
deploy applications in the web
6. Familiarity with IBM Insights for Twitter and AlchemyAPI Services offered by IBM cloud
platform

Create your own instance of the application
If you start from a demo application, you should create a copy of the code for your own use.
Source:
http://cdetestapp.mybluemix.net/
https://hub.jazz.net/project/kungr/sample-cdetestapp/overview
https:\www.ng.bluemix.net\docs\services\Twitter\index.html
1. Click Demo Code (above) to open the project in DevOps Services
2. If prompted, sign in to DevOps Services
3. Click
4. Modify the manifest.xml and project.json with unique names.
5. Click Deploy to create a new application within your Bluemix dashboard.
6. After the deployment is finished, you should see that your application is up and running.

Add the IBM Insights for Twitter Service
1. Click Add a Service or API to add the

IBM Insigths for Twitter service to the
application
2. Select the service from the list of available
services in the catalog.
3. Click Create.
Clicking Create creates a new instance
within the shared environment hosted by
IBM.

IBM Insights for Twitter Service
• Search Twitter content from the

Twitter Decahose (10% random sample of Tweets)
last two years Tweets
• Real-time processing of Twitter data stream
• RESTful APIs that allow to customize searches and return
tweets and enrichments in JSON format
• Enrichments of interest
Location (Country, State or City)
Language (English, German, French, Italian, etc.)
The Insights for Twitter Free plan provides a maximum of five (5) million tweets per Bluemix
Account. The tweets are counted based on the number of tweets that are returned in a
requested result set.
Add the NLU Service
1. Click Add a Service or API to add the

NLU service to the application
2. Select the service from the list of available
services in the catalog.
3. Click Create.
Clicking Create creates a new instance
within the shared environment hosted by
IBM.
4. Initialize the variable NLU Keys in
/public/main.js with your own NLU key.

Natural Language Understanding Service
NLU offers a set of three services that enable businesses and developers to build
cognitive applications that understand the content and context within text and images.
NLU APIs
• Text analysis through natural language processing
• Process text and help you to understand its sentiment, keywords, entities, high-level
concepts and more.
The Free Plan includes 1,000 API Events per day per account.

Import the Project in Eclipse
URI is the GIT URL
https://hub.jazz.net/git/speschiera/PoCTwitterAlche
my
Authentication User and Password are the IBM

Bluemix account credentials.
Next... Next... Next...
until you can chose the dastination Folder than

Import and click Finish.
Your project can be now modified on local!
When you have modified the code:
1. Right click on the project name in the

workspace
2. Click Team > Commit

to update the online version of the app on
Bluemix.

Transforming Data Into Wisdom

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Transforming Data Into Wisdom

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Transforming Data into Wisdom

University of Modena and Reggio Emilia,

Paolo Malavolta, Silvia Peschiera

Paolo Malavolta Silvia Peschiera

© 2017 International Business Machines Corporation Watson Programs 3

© 2017 International Business Machines Corporation Watson Programs 4

© 2017 International Business Machines Corporation Watson Programs 7

The biggest taxi company The largest accommodation company

The largest retailer The biggest media company

© 2017 International Business Machines Corporation Watson Programs 9

© 2017 International Business Machines Corporation Watson Programs 10

© 2017 International Business Machines Corporation Watson Programs 11

© 2017 International Business Machines Corporation Watson Programs 12

Face Recognition Colloquialism Ontology Analysis

Knowledge workers Learning workers

© 2017 International Business Machines Corporation Watson Programs 15

Digitalization Technology is not

© 2017 International Business Machines Corporation Watson Programs 16

© 2017 International Business Machines Corporation Watson Programs 17

60% 1100 Terabytes

10% 0.4 Terabytes

© 2017 International Business Machines Corporation Watson Programs 20

© 2017 International Business Machines Corporation Watson Programs 21

…. allowing them to interact with humans.

3. Cognitive Systems must have a deep knowledge in a specific field

© 2017 International Business Machines Corporation Watson Programs 24

© 2017 International Business Machines Corporation Watson Programs 25

DeepBlue uses a hard-coded objective function

AlphaGO uses self-trained net to evaluate

© 2017 International Business Machines Corporation

• Leverages state of the art Deep

“ I’m frustrated, I haven’t #Intent Password Reset

been able to login into your @Entities Online Billing System

Context Bill Smith, 47,

© 2017 International Business Machines Corporation

Someone has stolen my credit card. Deflect Transfer to human agent

© 2017 International Business Machines Corporation

© 2017 International Business Machines Corporation

© 2017 International Business Machines Corporation Watson Programs 39

IBM Watson is a cognitive

80% of all data today is

© 2017 International Business Machines Corporation Watson Programs 40

Watson first needs to learn a

© 2017 International Business Machines Corporation Watson Programs 41

© 2017 International Business Machines Corporation Watson Programs 42

© 2017 International Business Machines Corporation Watson Programs 44

Bringing insight directly to Using weather data Sourcing new innovation

© 2017 International Business Machines Corporation Watson Programs 45

Harvard Business Review (Jan 2016)

IDC IT Market Update (Jan 2016)

IDC Futurescape (Nov 2015)

© 2017 International Business Machines Corporation Watson Programs 47

To be the platform for enterprise transformation, cloud must deliver seamless

Hybrid environments extending existing IT while taking advantage of new models of

Modernizing and extending the reach of enterprise IT by cloud-enabling existing

Innovate Gain Deeper Insights Modernize Customer

Bring a new cloud-native Extend existing capabilities Migrate legacy apps to

Forrester Survey, 2015

Apps are everywhere Experience matters Cloud makes it possible

The role of the cloud is maturing into

Cost Effectiveness Essential Integration

© 2017 IBM Corporation

Bringing together infrastructure and platform services,