Demographics vs Psychographics for Machine Learning

Posted on Updated on

When preparing data for data science, data mining or machine learning projects you will create a data set that describes the various characteristics of the subject or case record. Each attribute will contain some descriptive information about the subject and is related to the target variable in some way.

In addition to these attributes, the data set will be enriched with various other internal/external data to complete the data set.

Some of the attributes in the data set can be grouped under the heading of Demographics. Demographic data contains attributes that explain or describe the person or event each case record is focused on. For example, if the subject of the case record is based on Customer data, this is the “Who” the demographic data (and features/attributes) will be about. Examples of demographic data include:

  • Age range
  • Marital status
  • Number of children
  • Household income
  • Occupation
  • Educational level

These features/attributes are typically readily available within your data sources and if they aren’t then these name be available from a purchased data set.

Additional feature engineering methods are used to generate new features/attributes that express meaning is different ways. This can be done by combining features in different ways, binning, dimensionality reduction, discretization, various data transformations, etc. The list can go on.

The aim of all of this is to enrich the data set to include more descriptive data about the subject. This enriched data set will then be used by the machine learning algorithms to find the hidden patterns in the data. The richer and descriptive the data set is the greater the likelihood of the algorithms in detecting the various relationships between the features and their values. These relationships will then be included in the created/generated model.

Another approach to consider when creating and enriching your data set is move beyond the descriptive features typically associated with Demographic data, to include Pyschographic data.

Psychographic data is a variation on demographic data where the feature are about describing the habits of the subject or customer.  Demographics focus on the “who” while psycographics focus on the “why”. For example, a common problem with data sets is that they describe subjects/people who have things in common. In such scenarios we want to understand them at a deeper level. Psycographics allows us to do this. Examples of Psycographics include:

  • Lifestyle activities
  • Evening activities
  • Purchasing interests – quality over economy,  how environmentally concerned are you
  • How happy are you with work, family, etc
  • Social activities and changes in these
  • What attitudes you have for certain topic areas
  • What are your principles and beliefs

The above gives a far deeper insight into the subject/person and helps to differentiate each subject/person from each other, when there is a high similarity between all subjects in the data set. For example, demographic information might tell you something about a person’s age, but psychographic information will tell you that the person is just starting a family and is in the market for baby products.

I’ll close with this. Consider the various types of data gathering that companies like Google, Facebook, etc perform. They gather lots of different types of data about individuals. This allows them to build up a complete and extensive profile of all activities for individuals. They can use this to deliver more accurate marketing and advertising. For example, Google gathers data about what places to visit throughout a data, they gather all your search results, and lots of other activities. They can do a lot with this data. but now they own Fitbit. Think about what they can do with that data and particularly when combined with all the other data they have about you. What if they had access to your medical records too!  Go Google this ! You will find articles about them now having access to your health records. Again combine all of the data from these different data sources. How valuable is that data?

 

Advertisements

Oracle Magazine articles

Posted on Updated on

Over the past few weeks I’ve had a couple of articles published with Oracle Magazine and these can be viewed on their website.

The first article is titled ‘Quickly Create Charts and Graphs of You Query Data‘ using Oracle Machine Learning Notebooks.

Screenshot 2019-11-05 10.51.58

The second article is titled ‘REST-Enabling Oracle Machine Learning Models‘.

Screenshot 2019-11-05 10.55.13

Click on the above links to check out those articles and check out the Oracle Magazine website for lots more articles and content.

There will be a few more Oracle Magazine articles coming out over the next few months.

 

Creating a VM on Oracle Always Free

Posted on Updated on

I’m going to create a new Cloud VM to host some of my machine learning work. The first step is to create the VM before installing the machine learning software.

That’s what I’m going to do in this blog post and the next blog post. In this blog post I’ll step through how to setup the VM using the Oracle Always Free cloud offering. In the next I’ll go through the machine learning software install and setup.

Step 1 – Create a ssh key/file

Whatever your preferred platform for your day to day computer there will be software available for you to generate a ssh key file. You will need this when creating the VM and for when you want to login in to VM on the command line. My day-to-day workhorse is a Mac, and I used the following command to create the ssh key file.

ssh-keygen -t rsa -N "" -b 2048 -C "myOracleCloudkey" -f myOracleCloudkey

Step 2 – Login and Select create VM

Log into your Oracle Cloud Always Free account.

Screenshot 2019-10-21 17.17.00

Select Create a VM Instance.

Screenshot 2019-10-21 17.20.09

Step 3 – Configure the VM

Give the instance a name. I called mine ‘b01-vm-1

Screenshot 2019-10-21 17.23.02

Expand the networks section by clicking on Show Shape, Network and Storage Options. Set the IP address to be public.

Screenshot 2019-10-21 17.37.33

Scroll down to the ssh section. Select the ssh file you created earlier.

Screenshot 2019-10-21 17.24.22

Click on the Create button.

That’s it, all done. Just wait for the VM to be created. This will takes a few seconds.

Screenshot 2019-10-21 17.26.15

After the VM is created the IP address will be listed on this screen. Take note of it.

Step 4 – Connect and log into the VM

We can not log into the VM using ssh, to prove that it exists, using the command

ssh -i <name of ssh file> opc@<ip address of VM>

When I use this command I get the following:

ssh -i XXXXXXXXXX opc@XXX.XXX.XXX.XXX
The authenticity of host 'XXX.XXX.XXX.XXX (XXX.XXX.XXX.XXX)' can't be established.
ECDSA key fingerprint is SHA256:fX417Z1yFoQufm7SYfxNi/RnMH5BvpvlOb2gOgnlSCs.
Are you sure you want to continue connecting (yes/no)? yes
Warning: Permanently added 'XXX.XXX.XXX.XXX' (ECDSA) to the list of known hosts.
Enter passphrase for key 'XXXXXXXXXX': 
[opc@b1-vm-01 ~]$ pwd
/home/opc

[opc@b1-vm-01 ~]$ df
Filesystem   1K-blocks     Used Available Use%  Mounted on
devtmpfs        469092        0    469092   0%  /dev
tmpfs           497256        0    497256   0%  /dev/shm
tmpfs           497256     6784    490472   2%  /run
tmpfs           497256        0    497256   0%  /sys/fs/cgroup
/dev/sda3     40223552  1959816  38263736   5%  /
/dev/sda1       204580     9864    194716   5%  /boot/efi
tmpfs            99452        0     99452   0%  /run/user/1000

And there we have it. A VM setup on Oracle Always Free.

Next step is to install some Machine Learning software.

Changing PDB/CDB spfile parameters

Posted on

When working with a Oracle database hosted on the Oracle cloud (not an Autonomous DB), I recently had the need to change/increase the number of processes for the database. After a bit of researching it looked liked I just had to make the change to the SPFILE and that would be it.

I needed to change/increase the PROCESSES parameter for the CDB and the PDB. Following the multitude of advice on the internet, I ssh into the DB server, found the SPFILE and changed it.

I bounced the DB and when I connected to the PDB, I found the number for PROCESSES was still the same as the old/original value. Nothing had changed.

By default the initialization parameter for the PDB inherit the values from the parameters for the CDB. But this didn’t seem to be the case.

After a bit more research, I needed to set this parameter for the CDB and the PDB. But no luck finding a parameter file for the PDB. It turns out the parameters for the PDB are set at the metadata level, and I needed to change the parameter there.

What I had to do was to change the value when connected to it using SQL*Plus, SQL Dev etc.  So, How did I change the parameter value.

Using SQL Developer as my tool, I connected as SYSDBA to my PDB. Then ran,

alter session set container = cdb$root

Now change the parameter value.

alter system set processes = 1200 scope=both

I then bounced the database, logged back into my PDB as system and checked the parameter values. It worked. This was such a simple solution and it worked for me, but there was way too many articles, blog posts, etc out there that didn’t work. Something I’ll need to investigate later is, did I need to connect to the CDB? could I have just run the second command only?  I need to setup a different/test DB and see.

 

OML Workspace Permissions

Posted on Updated on

When working with Oracle Machine Learning (OML) you are creating notebooks which focus on a particular data exploration and possibly some machine learning. Despite it’s name, OML is used extensively for data discovery and data exploration.

One of the aims of using OML, or notebooks in general, is that these can be easily shared with other people either within the same team or beyond. Something to consider when sharing notebooks is what you are allowing other people do with your notebook. Without any permissions you are allowing people to inspect, run and modify the notebooks. This can be a problem because those people you are sharing with may or may not be allowed to make modification. Some people should be able to just view the notebook, and others should be able to more advanced tasks.

With OML Notebooks there are four primary types of people who can access Notebooks and these can have different privileges. These are defined as

  • Developer : Can create new notebooks withing a project and workspace but cannot create a workspace or a project. Can create and run a notebook as a scheduled job.
  • Viewer : They can just view projects, Workspaces and notebooks. They are not allowed to create or run anything.
  • Manager : can create new notebooks and projects. But only view Workspaces. Additionally they can schedule notebook jobs.
  • Administrators : Administrators of the OML environment do not have any edit capabilities on notebooks. But they can view them.

Screenshot 2019-09-14 05.24.18

Screenshot 2019-09-14 10.40.23

OML Notebooks Interpreter Bindings

Posted on Updated on

When using Oracle Machine Learning notebooks, you can export and import these between different projects and different environments (from ADW to ATP).

But something to watch out for when you import a notebook into your ADW or ATP environment is to reset the Interpreter Bindings.

When you create a new OML Notebook and build it up, the various Interpreter Bindings are automatically set or turned on. But for Imported OML Notebooks they are not turned on.

I’m assuming this will be fixed at some future point.

If you import an OML Notebook and turn on the Interpreter Bindings you may find the code in your notebook cells running very slowly

To turn on these binding, click on the options icon as indicated by the red box in the following image.

Screenshot 2019-08-19 21.04.58

You will get something like the following being displayed. None of the bindings are highlighted.

Screenshot 2019-08-19 21.08.03

To enable the Interpreter Bindings just click on each of these boxes. When you do this each one will be highlighted and will turn a blue color.

Screenshot 2019-08-19 21.07.20

All done!  You can now run your OML Notebooks without any problems or delays.

 

ADW – Loading data using Object Storage

Posted on Updated on

There are a number of different ways to load data into your Autonomous Data Warehouse (ADW) environment. I’ll have posts about these alternatives.

In this blog post I’ll go through the steps needed to load data using Object Storage. This might appear to have a large-ish number of steps, but once you have gone through it and have some of the parts already setup and configuration from your first time, then the second and subsequent times will be easier.

After logging into your Oracle Cloud dashboard, select Object Storage from the side menu.

Screenshot 2019-07-29 14.58.46

Then click on the Create Bucket button.

Screenshot 2019-07-29 15.01.40

Enter a name for the Object Storage bucket, take the defaults for the for the rest, and click on the Create Bucket button at the bottom. In my example, I’ve called the bucket ‘ADW_Bucket’.

Screenshot 2019-07-29 15.04.42

Click on the name of the bucket in the list.

Screenshot 2019-07-29 15.05.15

And then click Upload Objects button.

Screenshot 2019-07-29 15.06.29

In the Upload Objects window, browse for the file(s) you want to upload.

Screenshot 2019-07-29 15.08.00  Screenshot 2019-07-29 15.09.12

Then click on the Upload Objects button on the Upload Objects window. After a few moments you will see a message saying the file(s) have been uploaded. Click on the Close window.

Screenshot 2019-07-29 15.13.02

Click into the Object details and take a note/copy of the URL Path. You will need this later

To load data from the Oracle Cloud Infrastructure(OCI) Object Storage you will need an OCI user with the appropriate privileges to read data (or upload) data to the Object Store. The communication between the database and the object store relies on the Swift protocol and the OCI user Auth Token. Go back to the menu in the upper left and select users.

Screenshot 2019-07-29 15.20.51  Screenshot 2019-07-29 15.22.41

Then click on the user name to view the details. This is probably your OCI username.

On the left hand side of the page click Auth Tokens, and then click on Generate Token button. Give a name for the token e.g ADW_TOKEN, and then generate token.

Screenshot 2019-07-29 15.29.42

Save the generated token to use later.

Screenshot 2019-07-29 15.33.33

Open SQL Developer and setup a connection to your OML User/schema. When connected the next steps is to authenticate with the Object storage using your OCI username and the Auth Token, generated above.

BEGIN
  DBMS_CLOUD.CREATE_CREDENTIAL(
    credential_name => 'ADW_TOKEN',
    username => '<your cloud username>',
    password => '<generated auth token>'
  );
END;

If successful you should get the following message. If not then you probably entered something incorrectly. Go back and review the previous steps

PL/SQL procedure successfully completed.

Next, create a table to store the data you want to import. For my table the create table is the following. [It is one of the sample data sets for OML, and I’ve made the create table statement compact to save space in this post]

create table credit_scoring_100k 
( customer_id number(38,0), age number(4,0), income number(38,0), marital_status varchar2(26 byte), 
number_of_liables number(3,0), wealth varchar2(4000 byte), education_level varchar2(26 byte), 
tenure number(4,0), loan_type varchar2(26 byte), loan_amount number(38,0), 
loan_length number(5,0), gender varchar2(26 byte), region varchar2(26 byte), 
current_address_duration number(5,0), residental_status varchar2(26 byte), 
number_of_prior_loans number(3,0), number_of_current_accounts number(3,0), 
number_of_saving_accounts number(3,0), occupation varchar2(26 byte), 
has_checking_account varchar2(26 byte), credit_history varchar2(26 byte), 
present_employment_since varchar2(26 byte), fixed_income_rate number(4,1), 
debtor_guarantors varchar2(26 byte), has_own_phone_no varchar2(26 byte), 
has_same_phone_no_since number(4,0), is_foreign_worker varchar2(26 byte), 
number_of_open_accounts number(3,0), number_of_closed_accounts number(3,0), 
number_of_inactive_accounts number(3,0), number_of_inquiries number(3,0), 
highest_credit_card_limit number(7,0), credit_card_utilization_rate number(4,1), 
delinquency_status varchar2(26 byte), new_bankruptcy varchar2(26 byte), 
number_of_collections number(3,0), max_cc_spent_amount number(7,0), 
max_cc_spent_amount_prev number(7,0), has_collateral varchar2(26 byte), 
family_size number(3,0), city_size varchar2(26 byte), fathers_job varchar2(26 byte), 
mothers_job varchar2(26 byte), most_spending_type varchar2(26 byte), 
second_most_spending_type varchar2(26 byte), third_most_spending_type varchar2(26 byte), 
school_friends_percentage number(3,1), job_friends_percentage number(3,1), 
number_of_protestor_likes number(4,0), no_of_protestor_comments number(3,0), 
no_of_linkedin_contacts number(5,0), average_job_changing_period number(4,0), 
no_of_debtors_on_fb number(3,0), no_of_recruiters_on_linkedin number(4,0), 
no_of_total_endorsements number(4,0), no_of_followers_on_twitter number(5,0), 
mode_job_of_contacts varchar2(26 byte), average_no_of_retweets number(4,0), 
facebook_influence_score number(3,1), percentage_phd_on_linkedin number(4,0), 
percentage_masters number(4,0), percentage_ug number(4,0), 
percentage_high_school number(4,0), percentage_other number(4,0), 
is_posted_sth_within_a_month varchar2(26 byte), most_popular_post_category varchar2(26 byte), 
interest_rate number(4,1), earnings number(4,1), unemployment_index number(5,1), 
production_index number(6,1), housing_index number(7,2), consumer_confidence_index number(4,2), 
inflation_rate number(5,2), customer_value_segment varchar2(26 byte), 
customer_dmg_segment varchar2(26 byte), customer_lifetime_value number(8,0), 
churn_rate_of_cc1 number(4,1), churn_rate_of_cc2 number(4,1), 
churn_rate_of_ccn number(5,2), churn_rate_of_account_no1 number(4,1), 
churn_rate__of_account_no2 number(4,1), churn_rate_of_account_non number(4,2), 
health_score number(3,0), customer_depth number(3,0), 
lifecycle_stage number(38,0), credit_score_bin varchar2(100 byte));

After creating the table, you are ready to import the data from Object storage. To do this you will need to use the DBMS_COULD PL/SQL package.

begin
   dbms_cloud.copy_data(
   table_name =>'credit_scoring_100k',
   credential_name =>'ADW_TOKEN',
   file_uri_list => '<url of file in your Object Store bucket, see comment earlier in post>',
   format => json_object('ignoremissingcolumns' value 'true', 'removequotes' value 'true', 'dateformat' value 'YYYY-MM-DD HH24:MI:SS', 'blankasnull' value 'true', 'delimiter' value ',', 'skipheaders' value '1')
);
end;

All done.

You can now query the data and use with Oracle Machine Learning, etc.

[I said at the top of the post there are other methods available. More on this in other posts]