I talk at Defrag 2010 covering Big Data and New Physics and a first glimpse of my G2 skunk works project.

1. Enterprise Amnesia vs. Enterprise Intelligence Jeff Jonas, IBM Distinguished Engineer Chief Scientist, IBM Entity Analytics [email_address] November 18, 2010 DEFRAG 2010

7. State of the Union: Enterprise Amnesia

10. Trend: Organizations Are Getting Dumber Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context Enterprise Amnesia

11. Trend: Organizations Are Getting Dumber Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context WHY?

12. Algorithms at Dead End. You Can’t Squeeze Knowledge Out of a Pixel.

13. No Context [email_address]

14. Information without context is hardly actionable.

17. Information in Context … and Accumulating Top 200 Customer Job Applicant Identity Thief Term No-Rehire [email_address]

18. Context Accumulation Requires Feature Extraction Video LP#: “Not Cop” Douglas William Barr, Sr. Gene barr, Donn Pinsonne Royce Butler, Robert Lee Edwards DOB: 11 Mar 1936 POB: Cleveland, Ohio Add: 3755 N. Nellis Blvd

19. Some Pieces Just Don’t Relate … (yet)

20. Although … Observations Add Up “ Not Cop” Doug Barr, Sr. DOB: 11 Mar 1936 Add: Las Vegas

21. Observations Add Up “ Not Cop” Doug Barr, Sr. DOB: 11 Mar 1936 Add: Las Vegas

22. From Pixels to Pictures to Insight Observations Contextualization Persistent Context Relevance Detection Consumer (An analyst, a system, the sensor itself, etc.)

26. Overstated Population Observations Unique Identities True Population

27. Counting Is Difficult Mark Smith 6/12/1978 443-43-0000 Mark R Smith (707) 433-0000 DL: 00001234 File 1 File 2

28. The Rise and Fall of a Population Observations Unique Identities True Population

29. Data Triangulation Mark Smith 6/12/1978 443-43-0000 Mark R Smith (707) 433-0000 DL: 00001234 File 1 File 2 Mark Randy Smith 443-43-0000 DL: 00001234 New Record

31. Counting: Degrees of Difficulty Exactly Same Fuzzy Incompatible Features Deceit Bob Jones 123455 Bob Jones 123455 Bob Jones 123455 Robert T Jonnes 000123455 Bob Jones 123455 [email_address] Bob Jones 123455 Ken Wells 550119

32. And Deceit Revealed Observations Unique Identities True Population 6 Liars Busted Here!

33. Demonstration

34. VOTER George F Balston YOB: 1951 D/L: 4801 13070 SW Karen Blvd Apt 7 Beaverton, OR 97005 Last voted: 2008 DECEASED PERSON George Balston YOB: 1951 SSN: 5598 DOD: 1995 Is This Voter Deceased? When it comes to best practices in voter matching, if only a name and year of birth match, this is insufficient proof of a match. Many different people in the U.S. share a name and year of birth. Human review is required. Unfortunately, there are thousands and thousands of cases just like this and state election offices don’t have the staff (or budget) to manually review such volumes.

35. VOTER George F Balston YOB: 1951 D/L: 4801 13070 SW Karen Blvd Apt 7 Beaverton, OR 97005 Last voted: 2008 DECEASED PERSON George Balston YOB: 1951 SSN: 5598 DOD: 1995 Now Consider This Tertiary DMV Record DMV George F Balston YOB: 1951 SSN: 5598 D/L: 4801 3043 SW Clementine Blvd Apt 210 Beaverton, OR 97005 The DMV record contains enough features to match both the voter (name, year of birth and driver’s license) and/or the deceased persons record (name, year of birth and SSN). For the sake of argument, let’s say it matches the voter best.

36. VOTER George F Balston YOB: 1951 D/L: 4801 13070 SW Karen Blvd Apt 7 Beaverton, OR 97005 Last voted: 2008 DMV George F Balston YOB: 1951 SSN: 5598 D/L: 4801 3043 SW Clementine Blvd Apt 210 Beaverton, OR 97005 DECEASED PERSON George Balston YOB: 1951 SSN: 5598 DOD: 1995 Is This Voter/DMV Person Deceased? The voter/DMV record now shares a name, year of birth and SSN with the deceased person record. In voter matching best practices, this evidence would be sufficient to make a determination that this voter is in fact deceased. This case no longer needs human review.

37. VOTER George F Balston YOB: 1951 D/L: 4801 13070 SW Karen Blvd Apt 7 Beaverton, OR 97005 Last voted: 2008 DMV George F Balston YOB: 1951 SSN: 5598 D/L: 4801 3043 SW Clementine Blvd Apt 210 Beaverton, OR 97005 DECEASED PERSON George Balston YOB: 1951 SSN: 5598 DOD: 1995 Context Accumulates! As features accumulate it becomes easier to match future identity records. As events and transactions accumulate – detection of relevance improves. Here we can see George who died in 1995 voted in 2008.

38. Major Moving Parts Persistent Context Context Analysis Relevance Detection Feature Extraction & Classification Publish Notice Respond CONSUMERS Operational Systems Business Intelligence Data Marts Data Mining Pattern Discovery Predictive Modeling Case Management Visualization Etc. Answers to questions Observations Structured Unstructured Audio/Video Geospatial Biometrics Etc. Questions Search, Discovery, Context Requests Etc.

39. 1 st principle If 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.

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

41. 2 nd principle Treat queries like data to avoid having to ask every question every day.

43. 3rd principle Enterprise awareness is computationally most efficient when performed at the moment the observation is perceived.

44. Big Data – New Physics

46. “ G2” My Skunk Works Effort

49. Consider Lying Identical Twins #123 Sue 3/3/84 Uberstan Exp 2011 PASSPORT #123 Sue 3/3/84 Uberstan Exp 2011 PASSPORT Fingerprint DNA Most Trusted Authority “ Same person – trust me.” Most Trusted Authority

52. Life Arcs Are Also Telling Bill Smith 4/13/67 Salem, OR Bill Smith 4/13/67 Seattle, WA Address History Tampa, FL 2008-2008 Biloxi, MS 2005-2008 NY, NY 1996-2005 Tampa, FL 1984-1996 Address History San Diego, CA 2005-2009 San Fran, CA 2005-2005 Phoenix, AZ 1990-2005 San Jose, CA 1982-1990

53. OMG

57. Closing Thoughts

59. To Beat the Competition … Human Capital Tools Data First Fastest Sensemaking

62. ” The data will find the data … and the relevance will find you.”

63. Data Finding Data “ Jump to the right 1 foot!” Observations of migratory birds Data about where you are right now

64. … you and your doctor … When this technology serves … … the police looking at you … LOVE! HATE!

65. Wish This On The Enemy Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context Enterprise Amnesia

66. Enterprise Intelligence: The Way Forward Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context Context Accumulation

67. Better Prediction to Discard Time Computing Power Growth Sensemaking Algorithms Available Observation Space Context Context Accumulation New/Useful Information Data Reduction

69. Blogging At: www.JeffJonas.TypePad.com Information Management Privacy National Security and Triathlons

70. Enterprise Amnesia vs. Enterprise Intelligence Jeff Jonas, IBM Distinguished Engineer Chief Scientist, IBM Entity Analytics [email_address] November 18, 2010 DEFRAG 2010