Professional Documents
Culture Documents
Objectives
1.
2.
3.
Explain Predictive
Model Management
(PMM) as part of
hybris Marketing
Customer
Agenda
Consumption
of Predictive Models
Overview
Overview
hybris Marketing
Customer
Customer
Customer
Customer
Usability
Simple UI; Overview List; Details on Fact Sheet
Easily identify and publish the best model fit
Flexibility
Any scoring scenario can be configured
Extensibility is well supported for custom use cases and data
Integration
Many statistical modules can be integrated (PAL; R; Infinite Insight)
Runs on HANA Data Views
Performance
High speed performance on big data
Calculation of scores on the fly
Training on integrated Target Groups
Optimization
Optimization of business processes in various places: ADT; Contact
Factsheet; Contact/Sentiment Engagement;
Customer
Overview
Predictive Model Management (PMM)
Usability
Scenarios
Get an overview on or search for
existing predictive models.
Create new predictive models to
calculate scores for specific purpose
based on preconfigured predictive
scenarios
Usability
Usability
Models
Training
Identify the right predictive model and identify the best model fit for
publication to the business process to optimize user decisions.
Customer
Features of PMM
Online-Help
Features
List of Predictive Models
List of Predictive Models allows you to search and display existing
predictive models.
Filter Icons. Allows
to filter Predictive
Models by status.
Filter Icons.
display only the
models you own or
all models.
Workset Predictive
Models. The user need to
have the PFCG-role
SAP_CEI_PBA assigned to
be able to enter this workset
.
Result List Area. shows information as the predictive scenario, target object, status and administrative data (name, ID, owner,
trained date). You can delete existing predictive models using the button at the end of a row in the table.
Customer
Features
Details of a Predictive Model (Predictive Scoring)
Navigation area
Details or Notes
can be selected
Header
Area
contains attributes
of the predictive
model and
administrative
information
Applicable Scope
data context for
which the
predictive model is
available
Lorenz Curves
show the Lorenz
curve for each
flagged model fit in
the table above.
For heuristic
scores (or other)
the Box-Plots
would be shown.
Button Bar
Customer
Features
Predictive Model: Header Area
Attribute
Explanation
ID
Predictive Model
name of the Predictive model as entered by the user. Can be changed later
on.
Predictive Scenario
pre-defined in customizing. It covers the data source (HANA view) and the
allowed implementation methods. This concept will be explained in more detail
later.
Target Object
Status
Owner
can be maintained. This is the user who serves as the contact for this
predictive model for questions or feedback from the business users. He is
responsible for the validity and quality of the model and receives further
requirements from the business.
Customer
Features
Predictive Model: Header Area continued
Attribute
Explanation
Training Set
is the set of data, which contain enough and relevant historical information to
train a predictive model, which can be used for prediction. Technically, a
training set is an ADT-generated target group.
Target Variable
is related to the Target Object and is the dependent variable in the predictive
model equation. For scoring it is binary containing 0 and 1, which indicates if
the product was purchased (1) or not (0). Alternatively, could be Interest
shown.
No. of Hits
relates to the target variable, which is dichotomous (i.e. contains only 0 and
1) and counts all positives (i.e. cases where value is 1) in the whole training
set.
No. of Members
is the count of all members in the training set (target group for training).
Description
Is a free text field, which appears as column in the overview list. Some short
notes to characterize the predictive model can be entered here.
Administrative Data
Contain these attributes: Created by; Created (date); Changed by; Changed
(date).
Customer
Facet Details
contains the details of a predictive model, which is the Applicable Scope and the list of Model Fits
together with the related visualization (curves showing the distribution of the fitted model execution on
the training set).
Facet Notes
provides a simple text editor to take notes on the predictive
models purpose, configuration, etc.
Customer
Applicable Scope
You can optionally restrict the validity of a predictive model by defining an applicable scope. For
example, you define a set of countries for which the predictive model is valid. Choose the button Add
Scope, select an Attribute, such as COUNTRY, and specify the attribute values. The available
attributes for an applicable scope are defined in Customizing.
This information is processed and checked in the business application and the predictive model is only
offered there, if the validity criteria are met, i.e. the attribute values match the data context in the
application. For example, if in the ADT-segmentation model the selected segment is filtered by country
Canada then the predictive model would not be available, when the applicable scope is reduced to
countries Germany, Austria and Switzerland.
By the bin icon at the end of each row the attribute and is values can be deleted from the applicable
scope.
Customer
Features
Predictive Model: Lorenz curves
Lorenz curves
Each Lorenz curve in the chart represents one model fit. It displays the relation between the calculated
scores, such as the buying propensity per customer, and the actual hits in the training set, such as the
buying decision. For the Lorenz curve all customers are sorted in a descending order based on the
calculated scores (x-axis). The actual hits are cumulated along this sorted list of customers and displayed
(y-axis) as a percentage of all hits in the training set.
Lorenz curves are only available for models with Target Object/Variable, which are most predictive scores.
Heuristic scores do not have a Target Object and the distributions are compared with Box-Plots.
Customer
Features
Details of a Predictive Model (Heuristic [rule-based] Scoring)
Box Plots
showing the value
distribution for
each flagged
model fit in the
table above.
Box-Plots
Each Box-Plot in the chart represents one model fit. It displays the distribution of the score values
generated by the model fit. The box plot shows the range of the values, the Q2 and Q3 quartiles, the
median and the mean. The purpose of this chart type is to compare the distribution of different rulebased score calculations.
Customer
Features
Predictive Model: Box-Plots
Box-Plots
Each Box-Plot in the chart represents one model fit. It displays the distribution of the score values
generated by the model fit. The box plot shows the range of the values, the Q2 and Q3 quartiles, the
median and the mean. The purpose of this chart type is to compare the distribution of different rulebased score calculations.
Customer
Features
Details of a Model Fit (example: Logistic Regression)
Navigation Area
Header Area
contains attributes
of the model fit and
administrative
information
Content Area
layout depends on
the implementation
method, here it is
logistic regression
(PAL)
For logistic
regression (PAL)
the weight (=
regression
coefficient) and the
strength (p-value)
is shown.
Button Bar
Customer
Features
Model fit: Header Area
Attribute
Explanation
Model Fit
name of the model fit as entered by the user. Can be changed later on.
Implementation Method
By creating a model fit a popup appears, where the name, the implementation
method and the description can be maintained. The implementation method can
be chosen from a dropdown list, which is maintainable in customizing for each
predictive scenario.
The Implementation Method can be
a statistical procedure, e.g. logistic regression from PAL, a Decision Tree
from R or a Infinite Insight algorithm, or anything similar
a HANA Rule Framework (HRF) based scores
or a HANA procedure for heuristic scoring.
Quality Coefficient
indicates the goodness of fit in a range from 1 to -1. In the chart is is the area
between the Lorenz curve and the bisecting line.
It is only shown for predictive models with Target Object.
Best Fit
is a check box to indicate the best fitting model, which is maintained manually
by the user on the predictive model screen. Here, in the model fit screen it is in
display mode.
Description
is a free text field, which appears as column in the overview list. Some short
notes to characterize the model fit can be entered here.
Administrative Data
contain these attributes: Created by; Created (date); Changed by; Changed
(date).
Customer
Features
Details of a Model Fit (SAP PAL Logistic Regression)
Cross-Validation
Chose the no. of
subsamples and press
validate. The system
calculates a
corresponding no. Of
validation curves based
on the chosen predictors.
Predictors
List of chosen predictors included in
the model fit with the estimated
weights. Predictors can be removed or
added from a repository.
Data Parameters
extra data parameters can be
entered. For example, revenue
generated by the customers formerly
with a certain product.
Customer
Features
Details of a Model Fit (SAP Infinite Insight binary classification)
Training Results
Statistics on the model fit result from Infinite Insight.
Contributing Predictors
List of automatically detected
predictors by Infinite Insight with
percentage expressing the contribution
strength. Predictors can be removed or
added from a repository.
Customer
Features
Details of a Model Fit (SAP PAL Decision Tree C4.5)
Cross-Validation
Chose the no. of
subsamples and press
validate. The system
calculates a
corresponding no. Of
validation curves based
on the chosen predictors.
Predictors
List of chosen predictors included in
the model fit with the estimated
weights. Predictors can be removed or
added from a repository.
Model Parameters
are influencing the fitting algorithm.
Here, max. tree depth and min. node
size for the split.
Customer
Features
Model Fit (SAP PAL Decision Tree C4.5) Visualization
Decision Tree
Visualization
Expand and collapse
nodes; fit tree to screen;
zoom in tree; thickness
of lines show share of
members in sub-nodes;
blue bars show
percentage of
responders in node.
Customer
Features
Details of a Model Fit (R nu-Support Vector Machine(SVM))
Additional Parameters
showing the number of support vectors.
Cross-Validation
Chose the no. of
subsamples and press
validate. The system
calculates a
corresponding no. Of
validation curves based
on the chosen predictors.
Predictors
List of chosen predictors included in
the model fit with the estimated
weights. Predictors can be removed or
added from a repository.
Model Parameters
are influencing the fitting algorithm.
Here, the nu parameter.
Customer
Features
Details of a Model Fit (Heuristic scoring by SQL procedure)
Data parameters
Histogram
L.
Customer
Features
Details of a Model fit (SAP HANA Rule Framework (HRF) D.-table)
Decision Table
to define conditions (rules) based on a HRF
vocabulary and assign a score value for each of the
condition criteria.
Histogram
shows the distribution of the score
values as defined in the decision table.
Customer
Features
Details of a Model fit (SAP HANA Rule Framework (HRF) Text)
Text Editor
Only one condition expression and one output field
(score) are possible. In the output field also a
formula is possible.
Histogram
shows the distribution of the score
values as defined in the output field.
Customer
Features
Predictive Success Reporting (eligible) Campaigns
Quick filter and search
Quick filter for favorites and target groups based on prediction
List of campaigns
which are based on the same data source as the
predictive scenario and match the applicable
scope of the present predictive model.
Customer
Features
Predictive Success Reporting Success Measurement
Conversion rates
for target and control group and the Lift.
Tiles
representing the
underlying campaign,
target & control group
and seg. model.
Customer
Features
Instance Authorization / Marketing Area for Predictive Models
Marketing Area
Predictive Models need to be assigned to a
marketing area. The authorization to see and/or
change a predictive model can now be controlled
on a user role level (user authorization can be
restricted to specific marketing areas).
Customer
Predictive Scenarios
Predictive Scenario
The core instance to create and run Predictive Models
Key Messages
Customer
Predictive Scenario
Define Attributes for Applicable Scope
Customer
Predictive Scenario
Define Application Anchors and Settings
Customer
Predictive Scenario
Settings for Display of Predictive Scenarios on User
Customer
Shipped Examples
Predictive Examples
CRM Business Partner: Buying Propensity
The ADT-Profile CRM Business Partner: Buying Propensity contains BP master data as
well as some transactional data from presales (Activity; Lead; Opportunity) and sales
(Sales Order). These are based on replicated data from CRM One-Order structures.
Customers, who fill these data tables can use this ADT-Profile for segmentation out of
the box.
With a simple ADT customizing entry the Predictive KPI Buying Propensity can be
made visible in this ADT-Profile. By activating BC-Set
CEI_ADT_CRM_BUYING_PROPENSITY with transaction SCPR3 the ADT-profile is
visible.
After these steps the CEI user with role SAP_CEI_PBA can create predictive models
based on this predictive scenario. The assigned implementation method here is Logistic
Regression based on PAL.
Customer
Predictive Examples
Demo Banking
With transaction SCPR3 the BC-sets activate the predictive scenarios, i.e. they are made
visible (the visibility flag in IMG customizing is set).
After these steps the CEI user with role SAP_CEI_PBA can create predictive models based on
this predictive scenario. The assigned implementation method here is Logistic Regression
based on PAL as well as SAP Infinite Insight.
Customer
Predictive Examples
Demo CRM Customer Loyalty (SP04)
Use Case: Calculate a Customer Loyalty Score based on rules, which are defined with
Hana Rules Framework (HRF).
The ADT-Profile Demo CRM Customer Loyalty and the Predictive Scenario Demo
CRM Loyalty Score is available via BC-Set CEI_ADT_CRM_DEMO_HRF (transaction
SCPR3)
The demo is based on CRM BP master data as well as some transactional sales data
(Sales Order). These are based on replicated data from CRM One-Order structures.
The HRF rules have to be created manually in the system as Predictive Model Fit.
After these steps the CEI user with role SAP_CEI_PBA can create predictive models
based on this predictive scenario. The assigned implementation method here is SAP
HANA Rule Framework (HRF) with the corresponding vocabulary and object models.
Customer
Predictive Examples
Demo Insurance (SP05)
Demo Insurance has the predictive use case Contract Cancellation Propensity for life
insurance
The ADT-Profile Demo Insurance is available via BC-Set
CEI_ADT_CRM_DEMO_INSURANCE (transaction SCPR3)
Data can be generated with an ABAP report SEPMH_DG_CEI, which is not shipped
before NW 7.40 SP10! In the meantime a csv-file with some generated data could be
made available. The data set contains about 20 contract attributes and 30 master data
attributes. The program generates data distribution and correlation in the data, which are
realistic and can well serve for predictive demos.
The Predictive Scenario is also available via BC-Set
CEI_CPRED_DEMO_INSURANCE for Predictive Scenario Demo Insurance
After these steps the CEI user with role SAP_CEI_PBA can create predictive models
based on this predictive scenario. The assigned implementation method here is Logistic
Regression based on PAL as well as SAP Infinite Insight.
Customer
Summary
Summary
Customer
Customer