From Big Legacy Data to Insight: Lessons Learned Creating New Value from a Billion Low Quality Records Per Year
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  Jaime Fitzgerald   Jaime Fitzgerald
Founder & President
Fitzgerald Analytics
  Alex Hasha   Alex Hasha
Chief Data Scientist (a joint venture between Citi, Microsoft Money, and Morningstar)


Tuesday, May 1, 2012
10:15 AM - 11:05 AM

Level:  Intermediate

For decades, credit card transactions have generated mountains of data about consumer spending habits, but the data formats were designed for archiving and reporting rather than for data mining and pattern discovery. For example, the merchant's name is embedded in a text field, which also contains other information, without any standard format. is a new startup that is building a business on the extraction of value from this legacy data source. To create powerful insights about consumer spending behavior, the analytics team must first "tame" large data sets of poorly structured, low quality, inconsistent data, using a variety of methods including text analytics, clustering analysis, and linking open data sources with internal proprietary data sets.

Jaime Fitzgerald is an author, speaker, advisor, and analyst focused on turning data into better results. He is best known as the creator of the Data to Dollars Value Chain™, a framework and step-by-step methodology his clients have used to unlock hundreds of millions of dollars in new profits. He is the author of a book based on his Data to Dollars™ methodology, available soon via Elsevier Publishing / Morgan Kauffman. Jaime is the Founder and Managing Partner of data analytics consultancy Fitzgerald Analytics. The firm’s clients range from Wall Street banks to innovative non-profits and social entrepreneurs, a reflection of Jaime's belief in the universal benefits of Data, Analytics, and Technology innovation. He is a graduate of Harvard University in Economics.

Alexander Hasha is the lead Data Scientist at, the definitive source for information on how people spend, save, and invest their money. Alex is responsible for everything data-related -- from data architecture to MDM to assuring the accuracy of day-to-day statistical analysis. With his team he converts data from diverse sources, including Citigroup, the US Department of Labor, and other third parties, into unique insights available nowhere else. Bundle Corporation is an innovative joint venture of Citi, Morningstar, and MSN Money, and operates the website Prior to joining Bundle, Alex worked in analytic modeling at Citigroup in the company's mortgage division, where he also wrote articles for publication. He is a graduate of M.I.T. and earned his Ph.D. in mathematics from NYU's Courant Institute. He also holds an advanced certificate in mathematics from Cambridge University.

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