DAT377 Data Mining In SQL Server 2000 And SQL Server 2005 (Code Named “Yukon”) Paul Bradley Principal, Data Mining Technology Apollo Data Technologies

Data Mining Today Fastest growing BI Segment (IDC) Data Mining Tools: $1.85B in 2006 Mainstream Emergence E-commerce (e.g., Amazon.com) Search (e.g., Vivisimo.com) Press: “Airline Gave Government Information on Passengers” [NYT, 1/18/2004] Politics: Data Mining Moratorium Act SQL-Server is in a unique position to service market needs

Data Mining Operations Explore Your Data Identify Patterns and Trends Act on Patterns and Trends

Applications Embedded Data Mining Make Decisions without Coding Learn business rules directly from data Client Customization Learn logic customized for each client Automatic Update Data mining application logic updated by model re-processing Applications do not need to be rewritten, recompiled, re-deployed

Yukon (SQL Server 2005) BI Platform Analysis Services OLAP & Data Mining Data Transformation ServicesETL SQL Server Relational Engine Reporting Services Management Tools Development Tools

Microsoft Data Mining SQL 2000 SQL 2005 Enter the Game Create industry standard Create industry standard Target developer audience Target developer audience V1.0 product with 2 algorithms V1.0 product with 2 algorithms Win Leadership Continue standards and developer effort Continue standards and developer effort Comprehensive feature set Comprehensive feature set Penetrate the Enterprise Penetrate the Enterprise Thought leadership Thought leadership

Value Of Data Mining SQL-Server 2005 OLAP Reports (Adhoc) Reports (Static) Data Mining Business Knowledge Easy Difficult Usability Relative Business Value

“Enabling” Provide a toolset that is accessible to a wide range of disciplines Provide data mining at a price point to achieve wide market penetration Provide database metaphors for managing, distributing learned knowledge Provide APIs allowing the embedding of data mining functionality into applications

What Yukon Offers Complete set of tools Integrated solution Embedded data mining Partner Alliances Extensive creation and editing environment Six most popular DM algorithms One unique algorithm 12 embeddable viewers

What Yukon Offers Complete set of tools Integrated solution Embedded data mining Partner Alliances Tight integration with OLAP, Relational, DTS, Reporting Easy integration to Web/office applications

What Yukon Offers Complete set of tools Integrated solution Embedded data mining Partner Alliances Embed DM to LOB applications Complete SQL language-based API Native XMLA support Data Mining as a Web service

What Yukon Offers Complete set of tools Integrated solution Embedded data mining Partner Alliances Partner program to bring in ISVs early Complete Data Mining platform Focus on broadening the market DMX to be industry standard in XMLA

Yukon Algorithms Decision Trees Clustering Time Series Sequence Clustering Association Naïve Bayes Neural Net

Case Study Data Mining in Market Research

Market Research Survey Analysis Financial Security Compliance Survey Identify Respondent-Level Trends Perform Segment Analysis Identify Key Drivers Profile Respondent Sub-Populations Support Marketing Program Recommendations Upper Management Scorecards

Market Research Security Compliance Survey Survey Sponsor: National Financial Security Compliance Agency 37 Questions System/Network Security Compliance Drill-down Questions 1192 Respondents

Yukon Data Mining Market Research Yukon Data Mining Utilize the following Yukon Analysis Services Algorithms Microsoft Decision Trees (Key Driver Analysis) Microsoft Clustering (Segment Analysis) Microsoft Naïve Bayes (Sub-Population Profiles)

Case Study Portfolio Prediction

Identify Correlations and Trends in Historic Stock Market and Financial Data Seasonality Adapt to Disruptive Change Utilize Correlations and Trends to Estimate Future Movement

Portfolio Prediction Yukon Data Mining Monthly Stock Market Data for 21 Stocks Data Collected Over 10 Years Monthly High Value Utilize Microsoft Time Series to Model Temporal Trends Predict 6 Months into the “Future”

Conclusion Data Mining is Making Significant BI Impact Yukon Provides Powerful Data Mining Platform Embedding Data Mining in BI Applications Data Mining Model Management and Security Capitalize Your Data Assets for Strategic Business Decision-Making

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SQL Server 2005: More Sessions DAT330 Tue 3.30 – 4.45 SQL Server 2005 (code named "Yukon"): Security Enhancements DAT329 Tue 5.00 – 6.15 SQL Server 2005 (code named "Yukon"): A Platform for Web Services DAT313 Wed 8.30 – 9.45 Introducing SQL Server 2005 (code named "Yukon") Data Transformation Services DAT377 Wed – Data mining in SQL Server 2000 and SQL Server 2005 (code named "Yukon") DAT317 Wed 2.00 – 3.15 SQL Server 2005 (code named "Yukon"): Setup and Deployment DAT318 Wed 3.45 – 5.00 SQL Server 2005 (code named "Yukon"):.NET Framework-Based Programming in the Database DAT323 Wed 5.30 – 6.45 SQL Server 2005 (code named "Yukon"): What's New in Replication DAT328 Thu 8.30 – 9.45 SQL Server 2005 (code named "Yukon"): Introduction to the Unified Dimensional Model in Analysis Services DATC15 Thu – Real Time Analytics: Bringing It All Together Using Analysis Services DAT321 Thu – SQL Server 2005 (code named "Yukon"): Management Tools DAT319 Thu 1.30 – 2.45 XML in the Database - the XML Data Type in SQL Server 2005 (code named "Yukon") DAT340 Thu 3.15 – 4.30 Applying and Targeting DTS in SQL Server 2005 (Code Named "Yukon") DAT324 Thu 5.00 – 6.15 SQL Server 2005 (code named "Yukon"): Backup and Restore Engine DAT322 Fri 9.00 – SQL Server 2005 (code named "Yukon"): SQL Server Management Object (SMO), Next Generation SQL-DMO DAT431 Fri – High Availability Technologies in SQL Server 2000 and SQL Server 2005 (code named "Yukon"): A Comparative Study DAT326 Fri – SQL Server 2005 (code named "Yukon"): Be More Efficient with T-SQL DAT325 Fri 1.00 – 2.15 SQL Server 2005 (code named "Yukon"): Using the Service Broker to Build Asynchronous, Queued Database Applications DAT327 Fri 2.45 – 4.00 SQL Server 2005 (code named "Yukon"): Inside XQuery

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