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  1. Cops & Robbers Las Vegas Style Jeff Jonas, Chief Scientist, IBM Entity Analytics Blogging at www.JeffJonas.TypePad.com

  2. Background • Founded Systems Research & Development (SRD) in 1983 • Moved to Las Vegas in early 90’s • Assisted gaming industry in better understanding who they were doing business with (e.g., the MIT Team) • Acquired by IBM January 2005 • Now Chief Scientist of IBM Entity Analytics

  3. My Living Room – December 31, 2005

  4. Cheating Las Vegas

  5. The “Cold” Deck : $250,000 Gone in 15 Minutes [Video Redacted]

  6. More About Corporate Amnesia

  7. Marketing department is mailing offers to a person currently in jail for stealing from you! Perception Isolation … Produces Corporate Amnesia Human Resources Department Corporate Security Department Marketing Department Employee Database Investigations Database Prospect Database

  8. The Brain! Enterprise Intelligence Requires Persistent Context

  9. For Example

  10. Consider the Query Against these Observations Observations Sensors Mark Randy Smith 123 Main Street 713 731 5577 Marc R Smith 123 Main St 713 730 5769 Prospect Database Record #A-701 The Query M. Randal Smith DOB: 06/07/74 713 731 5577 Fraud Database Record #B-9103

  11. Some Observations are Discoverable Observations Sensors Mark Randy Smith 123 Main Street 713 731 5577 Marc R Smith 123 Main St 713 730 5769 Prospect Database Record #A-701 The Query M. Randal Smith DOB: 06/07/74 713 731 5577 Fraud Database Record #B-9103

  12. Other Observables … are Undiscoverable Observations Sensors Mark Randy Smith 123 Main Street 713 731 5577 Marc R Smith 123 Main St 713 730 5769 Prospect Database Record #A-701 The Query M. Randal Smith DOB: 06/07/74 713 731 5577 Fraud Database Record #B-9103

  13. Reconstructed Identities FEATURES: Mark Randy Smith, M. Randal Smith 123 Main Street, 713 731 5577 DOB 06/07/74 • EVENTS: • Internet Inquiry • Arrest If You First Construct Context (Features and Events) Observations Sensors Mark Randy Smith 123 Main Street 713 731 5577 Prospect Database Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 Fraud Database Record #B-9103

  14. Accumulating and Persisting this Context Observations Sensors Persistent Context Mark Randy Smith 123 Main Street 713 731 5577 Prospect Database Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 FEATURES: Mark Randy Smith, M. Randal Smith 123 Main Street 713 731 5577 DOB 06/07/74 Fraud Database Record #B-9103 Mark

  15. Mark Randy Smith 123 Main Street 713 731 5577 Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 Record #B-9103 Now the Un-discoverable … Queries Marc R Smith 123 Main St 713 730 5769

  16. Mark Randy Smith 123 Main Street 713 731 5577 Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 FEATURES: Mark Randy Smith, Randal Smith 123 Main Street 713 731 5577 DOB 06/07/74 Record #B-9103 … After Accumulating and Persisting Context … Observations Persistent Context Queries Marc R Smith 123 Main St 713 730 5769

  17. Mark Randy Smith 123 Main Street 713 731 5577 Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 Record #B-9103 Enables Enterprise Discovery Observations Persistent Context Queries Marc R Smith 123 Main St 713 730 5769 FEATURES: Mark Randy Smith, Randal Smith 123 Main Street 713 731 5577 DOB 06/07/74

  18. Mark Randy Smith 123 Main Street 713 731 5577 Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 Record #B-9103 Enables Enterprise Discovery Observations Persistent Context Queries Marc R Smith 123 Main St 713 730 5769 FEATURES: Mark Randy Smith, Randal Smith 123 Main Street 713 731 5577 DOB 06/07/74

  19. EXCEPT: Always Treat Data as a Query Queries The query could be: - A user with a question Or, also could be data: - An account opening - A new watch list entry - A background check - An address change - A vendor application - A customer inquiry Marc R Smith 123 Main St 713 730 5769

  20. 1st principleIf you do not process every new piece of key data (perception) first like a query … then you will not know if it matters … until someone asks.

  21. Midnight Batch Analytics? “The Data is a Query” Beats “Boil the Ocean” Human Resources Department Corporate Security Department Marketing Department Employee Database Investigations Database Prospect Database

  22. Mark Randy Smith 123 Main Street 713 731 5577 Record #A-701 ? M. Randal Smith DOB: 06/07/74 713 731 5577 Record #B-9103 And … Any Query can be Treated as Data … Observations Persistent Context Queries Emile Swelter San Francisco 12/03/72

  23. Mark Randy Smith 123 Main Street 713 731 5577 Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 Record #B-9103 … In Which Case the Query can Stick (Persist) Observations Persistent Context Queries Emile Swelter San Francisco 12/03/72

  24. Notable, Stick in the Same Data Space Persistent Context

  25. New Observation Queries Emile Swelter San Francisco 12/03/72 Emilee Swelter 321 Ovington Place San Francisco 03/12/72 Question answered when it becomes true! Now, New Observations Answer Persistent Queries Persistent Context

  26. 2nd principle Treat queries like data to avoid asking every question every day.

  27. This is Context Construction (A Librarian Function) Observations Sensors Persistent Context Mark Randy Smith 123 Main Street 713 731 5577 Prospect Database Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 FEATURES: Mark Randy Smith, Randal Smith 123 Main Street 713 731 5577 DOB 06/07/74 Fraud Database Record #B-9103 Mark

  28. ! The Ideal Moment for Enterprise Awareness Observations Sensors Persistent Context Mark Randy Smith 123 Main Street 713 731 5577 Prospect Database Record #A-701 M. Randal Smith DOB: 06/07/74 713 731 5577 FEATURES: Mark Randy Smith, Randal Smith 123 Main Street 713 731 5577 DOB 06/07/74 Fraud Database Record #B-9103 Mark

  29. 3rd principle Enterprise awareness is computationally most efficient when performed at the moment the observation is perceived.

  30. Towards Enterprise Intelligence Introducing Perpetual Analytics The “data finds the data” … and “relevance finds the user.”

  31. Real Technology Scalable to >3B historical observations while handling >2,000 real-time perceptions a second

  32. Privacy and Civil Liberties – Policy Think • What perceptions can or should be placed into context (in one brain)? • What if someone steals the brain? • What if the librarian is corrupt?

  33. The Brain! Analytics in the Anonymized Data Space Human Resources Department Mark Randy Smith Employee Database Cd5dced41028cb …

  34. The Main Think – Towards Enterprise Intelligence • Without persistent context you have no brain • Treat data and queries with equal rights • More intelligence possible when thinking on streaming perceptions • More or less perceptions, that is the question

  35. Battling Corporate Amnesia is Broadly Useful • National security • Financial services • Health care • Heavily focused on threat and fraud intelligence

  36. Cops & Robbers Las Vegas Style Jeff Jonas, Chief Scientist, IBM Entity Analytics Blogging at www.JeffJonas.TypePad.com

  37. Bonus Section!

  38. If a .6% difference matters this much… … no wonder traditional information systems lack so much intelligence!

  39. More Observations = Better Context 2 Observations 6 Observations More Observations More FEATURES: Mark Randy Smith, Randal Smith 123 Main Street 713 731 5577 DOB 06/07/74 FEATURES: Mark Randy Smith, Randal Smith, Randy Smith 123 Main Street, Flat 6 20 Lennox Gardens 713 731 5577, 796 064 03 04 DOB 06/07/74, Passport: 001003429002

  40. Reload #12 Reload #11 Drift Unstable (e.g., data warehousing which requires periodic reloads to handle data drift) Stable (e.g., Analytics with Sequence Neutrality) Sequence Neutrality is Critical for Context Stability Percent of Error Data Loading Over Time

  41. Cops & Robbers Las Vegas Style Jeff Jonas, Chief Scientist, IBM Entity Analytics Blogging at www.JeffJonas.TypePad.com