Introduction to Big Data and AI for Business Analytics and Prediction

Jongwook Woo
HiPIC
CalStateLA
Marketing Analytics Research Society
(M.A.R.S.)
Oct 7 2020
Jongwook Woo, PhD, jwoo5@calstatela.edu
Big Data AI Center (BigDAI)
California State University Los Angeles
Introduction to Big Data and AI
for Business Analytics and Prediction

Big Data Artificial Intelligence Center (BigDAI)
Jongwook Woo
CalStateLA
Contents
 Myself
 Introduction To Big Data
 Big Data AI Predictive Analysis
 Summary

Jongwook Woo
CalStateLA
Myself
Experience:
Since 2002, Professor at California State University Los Angeles
– PhD in 2001: Computer Science and Engineering at USC

Jongwook Woo
CalStateLA
Myself: S/W Development Lead
http://www.mobygames.com/game/windows/matrix-online/credits

Jongwook Woo
CalStateLA
Myself: CDH, Oracle using Hadoop Big Data

Jongwook Woo
CalStateLA
Myself: Partners for Services

Jongwook Woo
CalStateLA
Myself: Collaborations
SOFTZEN

Jongwook Woo
CalStateLA
Data Issues
Large-Scale data
Tera-Byte (1012), Peta-byte (1015)
– Because of web
– IoT (Streaming data, Sensor Data) in SmartX
– Social Computing, smart phone, online game
– Bioinformatics, …
Legacy approach
 Can do
– Improve the speed of CPU
 Increase the storage size
 Only Problem
– Too expensive

Jongwook Woo
CalStateLA
Data Handling: Traditional Way

Jongwook Woo
CalStateLA
Data Handling: Traditional Way
Becomes too Expensive

Jongwook Woo
CalStateLA
Data Issues
Large Scale Data
Too big
Non-/Semi-structured data
 3 Vs, 4 Vs,…
– Velocity, Volume, Variety
Traditional Systems can handle them
– But Again, Too expensive
Cannot handle with the legacy approach
Need new systems
Non-expensive

Jongwook Woo
CalStateLA
Two Cores in Big Data
How to store Big Data
How to compute Big Data
Google
How to store Big Data
– GFS
– Distributed Systems on non-expensive commodity computers
How to compute Big Data
– MapReduce
– Parallel Computing with non-expensive computers
Own super computers
Published papers in 2003, 2004

Jongwook Woo
CalStateLA
Data Handling: Another Way
Not Expensive
From 2017 Korean
Blockbuster Movie,
“The Fortress”
(남한산성)

Jongwook Woo
CalStateLA
But Works Well with the crazy massive data set
Battle of Nagashino,
1575, Japan

Jongwook Woo
CalStateLA
Not Expensive
http://blog.naver.com/PostView.nhn?blogId=dosims&logNo=221127053677
AD 1409 (Year 9 of King Tae-Jong, Chosun Dynasty, Korea) By Choi family:
최해산(崔海山), 아버지 최무선(崔茂宣)
[Ref] 조선의 비밀 병기 : 총통기 화차(銃筒機火車)|작성자 도심

Jongwook Woo
CalStateLA
Big Data
Big Data (Hadoop, Spark, Distributed Deep Learning)
Cluster for Compute and Store
(Distributed File Systems: HDFS, GFS)
…

Jongwook Woo
CalStateLA
Super Computer vs Big Data vs Cloud
Traditional Super Computer
(Parallel File Systems: Lustre, PVFS, GPFS)
Cluster for Store
Big Data (Hadoop, Spark, Distributed Deep Learning)
Cluster for Compute and Store
(Distributed File Systems: HDFS, GFS)
However, Cloud Computing adopts
this separated architecture:
with High Speed N/W (> 10Gbps)
and Object Storage
Cluster for Compute

Jongwook Woo
CalStateLA
Definition: Big Data
Non-expensive platform, which is distributed parallel computing
systems and that can store a large scale data and process it in
parallel [1, 2]
 Apache Hadoop
– Non-expensive Super Computer
– More public than the traditional super computers
• Anyone can own super computer as open source
– In your university labs, small companies, research centers
Other solutions with storage and computing services
– Spark
• mostly integrated into Hadoop with Hadoop community
– NoSQL DB (Cassandra, MongoDB, Redis, Hbase,…)
– ElasticSearch

Jongwook Woo
CalStateLA
What is Hadoop?
20
 Apache Hadoop Project in
Jan, 2006 split from Nutch
 Hadoop Founder:
o Doug Cutting
 Apache Committer:
Lucene, Nutch, …

Jongwook Woo
CalStateLA
Big Data: Linearly Scalable
 Some people questions that the system to handle 1 ~ 3GB of
data set is not Big Data
Well…. add more servers as more data in the future in Big Data platform
– it is linearly scalable once built
– n time more computing power ideally
Data Size: < 3 GB Data Size: 200 TB >
Add n
servers

Jongwook Woo
CalStateLA
Big Data Data Analysis & Visualization
Sentiment Map of Alphago
Positive
Negative

Jongwook Woo
CalStateLA
K-Election 2017
(April 29 – May 9)

Jongwook Woo
CalStateLA
Businesses popular in 5 miles of CalStateLA,
USC , UCLA

Jongwook Woo
CalStateLA
Jams and other traffic incidents reported
by users in Dec 2017 – Jan 2018:
(Dalyapraz Dauletbak)

Jongwook Woo
CalStateLA
Big Data Analysis and Prediction
Big Data Analysis
Hadoop, Spark, NoSQL DB, SAP HANA, ElasticSearch,..
Big Data for Data Analysis
– How to store, compute, analyze massive dataset?
Big Data Science
How to predict the future trend and pattern with the massive
dataset? => Machine Learning

Jongwook Woo
CalStateLA
Spark
 Parallel Computing Engine
 Spark by UC Berkley AMP Lab
 Started by Matei Zaharia in 2009,
– and open sourced in 2010
In-Memory storage for intermediate data
 20 ~ 100 times faster than
– MapReduce
Good in Machine Learning => Big Data Science
– Iterative algorithms

Jongwook Woo
CalStateLA
Spark (Cont’d)
Spark ML
Supports Machine Learning libraries
Process massive data set to build prediction models

Jongwook Woo
CalStateLA
Deep Learning
 Machine Learning
 Has been popular since Google Tensorflow, Nov 9 2015
 Multiple Cores in GPU
– Even with multiple GPUs and CPUs
 Parallel Computing in a chip
 GPU (Nvidia GTX 1660 Ti)
 1280 CUDA cores
 Other Deep Learning Libraries
 Tensor Flow
 PyTorch
 Keras
 Caffe, Caffe2
 Microsoft Cognitive Toolkit (Previously CNTK)
 Apache Mxnet
 DeepLearning4j
 …

Jongwook Woo
CalStateLA
From Neural Networks to Deep Learning
Deep learning – Different types of architectures
Generative Adversarial Networks (GAN)
Convolutional Neural Networks (CNN)
Neural Networks (NN)
7 © 2017 SAP SE or an SAP affiliate company. All rights
reserved. ǀ PUBLIC
Recurrent Neural Networks (RNN) &
Long-Short Term Memory (LSTM)
Ref: SAP Enterprise Deep Learning with TensorFlow

Jongwook Woo
CalStateLA
Deep Learning
CNN
Image Recognition
Video Analysis
 NLP for classification, Prediction
RNN
Time Series Prediction
Speech Recognition/Synthesis
Image/Video Captioning
Text Analysis
– Conversation Q&A
GAN
 Media Generation
– Photo Realistic Images
Human Image Synthesis: Fake faces

Jongwook Woo
CalStateLA
Data Scale Driving: Deep Learning Process
Deep Learning and Massive Data [3]
“Machine Learning Yearning” Andrew Ng 2016

Jongwook Woo
CalStateLA
Deep learning experts
The
Chasm
Big Data Engineers, Scientists, Analysts, etc.
Another Gap between Deep Learning and Big Data
Communities [6]

Jongwook Woo
CalStateLA
Leveraging Big Data Cluster
 Existing Big Data cluster with massive data set without using
Big Data
Too slow in data
migration and
single server fails
Single GPU
server for Deep
Learning?
Single server for
Python and R
Traditional
Machine Learning?
Big Data Cluster

Jongwook Woo
CalStateLA
Deep Learning with Spark
What if we combine Deep Learning and Spark?

Jongwook Woo
CalStateLA
Leveraging Big Data Cluster
 Existing Big Data cluster
Big Data Engineering
Big Data Analysis
Big Data Science
Distributed Deep Learning
– Integrate Deep Learning to the cluster
Not needs data migration and can leverage the
parallel computing and existing large scale data
Big Data Cluster

Jongwook Woo
CalStateLA
Deep Learning with Spark
Deep Learning Pipelines for Apache Spark
Databricks
TensorFlowOnSpark
Yahoo! Inc
BigDL (Distributed Deep Learning Library for Apache Spark)
Intel
DL4J (Deeplearning4j On Spark)
Skymind
Distributed Deep Learning with Keras & Spark
Elephas

Jongwook Woo
CalStateLA
Contents
 Myself
 Introduction To Big Data
 Big Data AI Predictive Analysis: Use Case
 Summary

Jongwook Woo
CalStateLA
COVID 19 Dashboard
https://www.calstatela.edu/centers/hipic/covid-19-us-ca-confirmed-prediction

Jongwook Woo
CalStateLA
Financial Data Set
Priyanka Purushu, Jongwook Woo, "Financial Fraud Detection
adopting Distributed Deep Learning in Big Data",
KSII The 15th Asia Pacific International Conference on Information Science
and Technology (APIC-IST) 2020, July 5 -7 2020, Seoul, Korea, pp271-273,
ISSN 2093-0542
No public available datasets on financial services
 private nature of financial transactions
– specially in the mobile money transactions domain
 PaySim
URL: https://www.kaggle.com/ntnu-testimon/paysim1

Jongwook Woo
CalStateLA
Financial Data Set (Cont‘d)
Size: 470 MB
6,362,620 records
Not that large scale data comparing to data set > GB
But the Big Data architecture can be applicable to much bigger data set
– As it still adopt Spark Computing Engine in Big Data
Attributes: 11
Predictive Analysis
The target column to predict fraud :
– ‘isFraud’

Jongwook Woo
CalStateLA
Data Understanding
Numeric attributes:
amount, oldbalanceOrg, newbalanceOrg, oldbalanceDest, newbalanceDest
Categorical attributes:
step, type, isFraud, isFlaggedFraud
String attributes:
 nameOrig, nameDest

Jongwook Woo
CalStateLA
Comparing Spark ML and DDL for fraud detection
Spark ML algorithms
DT (Decision Tree)
RF (Random Forest)
– Performance
• 53 minutes
• Best in Precision: 0.959
LR (Linear Regression): Fastest 24 minutes
DDL: Distributed Deep Learning in Spark
 Forward Feed (FF)
– a neural network system
– Performance
• 51 minutes
• Best in Recall: 0.938

Jongwook Woo
CalStateLA
Summary: Performance

Jongwook Woo
CalStateLA
Summary: Accuracy and Performance
Model Precision Recall Computing
Time (mins)
DT 0.946 0.889 29
RF 0.959 0.909 53
LR 0.902 0.655 24
FF 0.880 0.938 51

Jongwook Woo
CalStateLA
AWS Review Dataset
 Monika Mishra, Mingoo Kang, Jongwook Woo, “Rating Prediction using Deep
Learning and Spark”,
 The 11th International Conference on Internet (ICONI 2019), pp307-310, Dec 15-18 2019,
Hanoi, Vietnam
 Predictive Analysis
 Prediction of Users’ ratings
– important measures for purchase and selling
 Spark ML: ALS (Alternating Least Squares) algorithm
 DDL (Distributed Deep Learning): Neural Collaborative Filtering(NCF)
 Dataset : - https://s3.amazonaws.com/amazon-reviews-pds/tsv/index.txt
 Products reviewed between 2005 and 2015 are analyzed
 Total product reviews : 9.57 million
 File Size : 5.26 GB

Jongwook Woo
CalStateLA
Summary: Mean Absolute Error

Jongwook Woo
CalStateLA
What To Do?
Predictive Analysis
Big Data Analyst & Scientist
– Learn the domain of Marketing?
Marketing Experts
– Learn the cutting edge tech: machine learning, AI and Big Data technology?
Need Collaboration instead
Big Data AI
Domain Expert in Marketing
Have coffee and talk occasionally

Jongwook Woo
CalStateLA
Summary
Introduction to Big Data
Spark ML for Big Data Science
Distributed Deep Learning with Spark
DDL provides more accuracy with the similar performance by
leveraging the Big Data cluster
Collaboration and Coffee time Needed

Jongwook Woo
CalStateLA
Questions?

Jongwook Woo
CalStateLA
Precision vs Recall
True Positive (TP): Fraud? Yes it is
False Negative (FN): No fraud? but it is
False Positive (FP): Fraud? but it is not
 Precision
 TP / (TP + FP)
 Recall
 TP / (TP + FN)
 Ref: https://en.wikipedia.org/wiki/Precision_and_recall
Positive:
Event occurs
(Fraud)
Negative: Event
does not
Occur (non
Fraud)

Jongwook Woo
CalStateLA
References
1. Priyanka Purushu, Niklas Melcher, Bhagyashree Bhagwat, Jongwook Woo, "Predictive Analysis of Financial
Fraud Detection using Azure and Spark ML", Asia Pacific Journal of Information Systems (APJIS),
VOL.28│NO.4│December 2018, pp308~319
2. Jongwook Woo, DMKD-00150, “Market Basket Analysis Algorithms with MapReduce”, Wiley
Interdisciplinary Reviews Data Mining and Knowledge Discovery, Oct 28 2013, Volume 3, Issue 6, pp445-
452, ISSN 1942-4795
3. Jongwook Woo, “Big Data Trend and Open Data”, UKC 2016, Dallas, TX, Aug 12 2016
4. How to choose algorithms for Microsoft Azure Machine Learning, https://docs.microsoft.com/en-
us/azure/machine-learning/machine-learning-algorithm-choice
5. “Big Data Analysis using Spark for Collision Rate Near CalStateLA” , Manik Katyal, Parag Chhadva, Shubhra
Wahi & Jongwook Woo, https://globaljournals.org/GJCST_Volume16/1-Big-Data-Analysis-using-Spark.pdf
6. Spark Programming Guide: http://spark.apache.org/docs/latest/programming-guide.html
7. TensorFrames: Google Tensorflow on Apache Spark, https://www.slideshare.net/databricks/tensorframes-
google-tensorflow-on-apache-spark
8. Deep learning and Apache Spark, https://www.slideshare.net/QuantUniversity/deep-learning-and-apache-
spark

Jongwook Woo
CalStateLA
References
9. Which Is Deeper - Comparison Of Deep Learning Frameworks On Spark,
https://www.slideshare.net/SparkSummit/which-is-deeper-comparison-of-deep-learning-frameworks-on-
spark
10. Accelerating Machine Learning and Deep Learning At Scale with Apache Spark,
https://www.slideshare.net/SparkSummit/accelerating-machine-learning-and-deep-learning-at-scalewith-
apache-spark-keynote-by-ziya-ma
11. Deep Learning with Apache Spark and TensorFlow, https://databricks.com/blog/2016/01/25/deep-
learning-with-apache-spark-and-tensorflow.html
12. Tensor Flow Deep Learning Open SAP
13. Overview of Smart Factory, https://www.slideshare.net/BrendanSheppard1/overview-of-smart-factory-
solutions-68137094/6
14. https://dzone.com/articles/sqoop-import-data-from-mysql-tohive
15. https://www.kaggle.com/c/talkingdata-adtracking-fraud-detection/data
16. https://blogs.msdn.microsoft.com/andreasderuiter/2015/02/09/performance-measures-in-azure-ml-
accuracy-precision-recall-and-f1-score/

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