Practicing Data Science

A Collection of Case Studies

Ivan Pazin
Kathrin Melcher

kathrin.melcher@knime.com

© 2019 KNIME AG. All Right Reserved.

 Agenda

• CRISP DM
• Customer Intelligence
– Churn Prediction
– Customer Segmentation
• Anomaly Detection - Fraud Detection
• Text Classification - Sentiment Analysis

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 CRISP DM

https://en.wikipedia.org/wiki/Cross_Industry_Standard_Process_for_Data_Mining

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 A Classic Data Science Project

Data Model Model Model

Deployment
Preparation Training Optimization Testing

It always starts
with some data
…
Data Manipulation Model Training Parameter Tuning Performance Measures Files & DBs
Data Blending Bag of Models Parameter Optimization Accuracy Dashboards
Missing Values Handling Model Selection Regularization ROC Curve REST API
Feature Generation Ensemble Models Model Size Cross-Validation SQL Code Export
Dimensionality Reduction Own Ensemble Model No. Iterations … Reporting
Feature Selection External Models … …
Outlier Removal Import Existing Models
Normalization Model Factory
Partitioning …
…

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Customer Intelligence

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Churn Prediction: The Problem

CRM System • Churn Prediction

Data about your customer • Upselling Likelihood
• Demographics • Product Propensity /NBO
• Behavior • Campaign Management
• Customer Segmentation
• Revenues
• …

Model

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 Churn Prediction: The Training Workflow

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 A Second Workflow for Deployment

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 Churn Prediction: Deployment on the WebPortal

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 Customer Segmentation: The Problem

CRM System
Data about your customer
• Demographics
• Churn Prediction
• Behavior • Upselling Likelihood
• Revenues • Product Propensity /NBO
• Customer Segmentation
• Campaign Management
• …
Model

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 Customer Segmentation: The Clustering Workflow

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Fraud & Anomaly Detection

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 Anomaly Detection: Use Cases

Assembling Details
System Health Monitoring

Intrusion
Weather Information

Medicine Predictive Maintenance

IoT
Fault Detection Heart Beat

Transactions Fraud Detection

Networks

Finance
Sensor Data

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 Fraud & Anomaly Detection
What have all those use cases in common?
• Discover rare events that shouldn’t happen => often no labeled data
• Find a problem before other people see it => anomaly is unknown

How can we train a model to detect fraudulent transaction without a labeled

dataset?

Prediction: Fraud
Transaction Data
or Non-Fraud?

Model
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 Fraud Detection using Autoencoder

Input Layer Hidden Layers Output Layer

• Trained with Back-

Propagation on just
“normal” transactions
Input 𝒙 Output 𝒙‘

• If distance > threshold

=> possible fraud

Execution of the Network:

𝒙𝒏𝒆𝒘 − 𝒙'𝒏𝒆𝒘 ( > 𝛿 ⇒ anomaly

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 Fraud Detection: without Fraud Examples

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 Deployment via REST on KNIME Server
Workflow deployed as (REST) web service on KNIME Server

Workflow calling another workflow on KNIME Server

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Text Classification - Sentiment Analysis

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 Sentiment Analysis – An Example

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 Sentiment Analysis
Task: Determine the expressed opinion in a document/text, e.g. positive,
negative

Sentiment Analysis = Opinion Mining = Emotion AI

Lexicon Based Machine Learning Deep Learning

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 Sentiment Analysis

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Recommendation Engine

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 Recommendation Engines or Market Basket Analysis
Recommendation
Model

IF =>

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 Market Basket Analysis: with Association Rules

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 Recommendation Engine/MBA: Deployment

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Creative AI

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 Creative AI: The Problems

• Free Text Generation

– Simulating a writing style
– Writing in different languages
– Providing an answer in a specific style
– Generating candidates for product names

• Image Neuro-Styling
– Picasso
– Botero
– Matisse
– Manet
– …

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 Creative AI: Deployment and Results
Yo!
This post is about generating free text
with a deep learning network
particularly it is about Brick X6,
Phey, cabe,
make you feel soom the way (I smoke good!)
I probably make (What?)
More money in six months,
Than what's in your papa's safe (I'm serious)
Look like I robbed a bank (Okay Okay)
I set it off like Queen Latifah
'Cause I'm living single I'm feeling cautious
I ain't scream when they served a subpoena
(Can't go back to jail)
I heard that he a leader
(Who pood, what to be f*****' up
The baugerout Black alro Black X6,
Phantom White X6 looks like a panda
Goin' out like I'm Montana
Hundred killers, hundred hammers Black X6,
Phantom White X6, panda
Pockets swole, Danny
Sellin' bar, candy
Man I'm the macho like Randy
The choppa go Oscar for Grammy
B**** n**** pull up ya panty
Hope you killas understand me
Hey Panda, Panda Panda,
Panda, Panda, Panda, Panda
I got broads in Atlanta
Twistin' dope, lean, and the Fanta
Credit cards and the scammers
Hittin' off licks in the bando
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Caro amico ti scrivo così mi distraggo un po'E
siccome sei molto lontano più forte ti scriverò.
This License refers to version of the GNU General Public Da quella prima folla strana, che aveva preso il suo
License. Copyright also means copyright-bick, nome, e di correre alla casa di don Abbondio, con un
Remade me any thing to his sword viso bene di non poterci andar la casa del padre
To his salt and most hidden loose to be so for sings, but not in Cristoforo, e gli disse che s'avvicinava all'uscio, e si
a libutt of his matter than that shall be sure as will be soldye
As master compary, do not live in traitor. mise a sparse di corsa, e di stare a sé, verso la strada
Bless thy five wits! di servizio, chiesto le parole che gli andavan
-Kent dall'altra stanza, e con la sua condizione de'
O pity! cappuccini, e di consigli ricerche di confidenza delle
Sir, where is the patience now, gride, nel suo passaggio, se non pensava con una
That this is so far from the sea and some bidings to dismantle
So many folds of save and honest. certa ripugnanza a casa sua, che andavano a
scomparire in un campo di buone ragioni che
-Brabantio
I must not think the Turk of Cassio in the strange metting the avevan potuto raccogliere i suoi pensieri, e di sopra
cribles of a charmer be the reviling of libe to say non senza interrogare, che la sua avventura aveva
That I can deceive him to the best advantage,
fatto predicare, e con la forza d'un fatto come
In her prophetic fairs of a little to presently at your powers;
whereof I thank you, sir. fuggitive che aveva preso il suo nome, e di correre
-Albany alla casa di don Abbondio, con un cappuccino di
Gloucester, I will prove upancy of his sport and first accuriors quella sorte, con un certo sospiro, alzando le sue
and guard and talking on the white. finestre, e le diede un'occhiata in carrozza. Si
vendano a metter nelle mani di chi era stato a
-King Lear
Where are the thief?
sedere sur una strada così fatta con le braccia in
Thou shalt never have the captains at the letter
To the Moor and thing we have not the better shall be sure as
worth if he be anger—
-Regan
I pray you, have a countend more than think to do a proclaim’d
there of my heart, Hot
The words save, honest, thief, master, traitor, and deceive
seem to fit the context. Notice also that the dialogue sprouting
from the start text of the license agreement interestingly
involves mainly minor, less tragic characters from the plays.
33
 Practicing Data Science: 22 Case Studies
Disease Tagging
Customer Segmentation Market Basket Analysis
ClickStream Analysis
Churn Prediction Recommendation Engine

Influencers Product Naming

Translation
Topic Detection

Taxi Demand Prediction

E-mail Classification

Sentiment Analysis
Sentiment & Influencers
Credit Risk Assessment
Anomaly Detection Fraud Detection

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 Free Book as a Thank You
Free Copy of e-book:
“Practicing Data Science.
A Collection of Case Studies”
from KNIME Press

https://www.knime.com/knimepress

with this code: ZAGREB-1019

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