Category : Predictive Analytics

Measures of Predictive Models: Sensitivity and Specificity

When you are studying statistics, you need to keep in mind that accuracy is crucial. However, this is not the only measure that statistical models use. In fact, we can even state that there are many different ways to measure how well a statistical model predicts a binary outcome. The most popular ones are accuracy, sensitivity, and specificity. 

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Measuring Accuracy Of Model Predictions

Accuracy Of Models

The truth is that accuracy in statistical terms is no different than when you look at it from a different point of view. Besides, this is a very basic term that usually doesn’t deliver any kinds of problems in statistics, unlike sensitivity and sensitivity. 

However, before we proceed to those, we believe that it is important to understand the 3 first in a situation of predicting a binary outcome. 

Let’s imagine that for each trial there is only one possible or true outcome: a positive or a negative. Let’s say that you went to a grocery store and that when you were about to pay the bill with your credit card, it was denied. Let’s assume that the positive is a stolen credit card. 

The truth is that to predict the outcome better, you need to use a model to predict. In case your credit card transactions were randomly declined for fraud, you would simply stop using the card. 

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Here’s an example of this model:

Confusion Matrix

The image you see above is called a confusion matrix. However, you can see that it is pretty simple and straightforward. 

The Test Indicator simply refers to the process that you’re using to predict whether each individual is a Yes or a No on the outcome that you’re interested in. So, in our example, the question would be id the bank’s model can predict a thief. 

The Outcome is what really happens. So, in this case, it would pose the question: was the card stolen?

In what concerns some decisions, those in the box a, the model correctly predicted a No. And here there aren’t any problems. After all, in this case, the customer is using his own credit card and the bank believes him. Now, if you take a look at box b, here is the count of those who were predicted to be Yeses but were actual Nos. And this delivers a False Negative which is not a good option. After all, the customer isn’t happy to see his credit card declined. While a quick call to the bank can fix the problem, it’s not a good situation. 

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On box c you have the opposite situation of b. After all, it refers to those who were predicted to be Nos but were actual Yeses. Again, we have a False Negative. 

And, finally, some transactions were predicted to be Yeses and truly were Yeses. These individuals are all in box d. Justice is served.

Accuracy Of Models

Measuring Accuracy Of Model Predictions

As you can easily understand, an accurate model would place all transactions into either boxes a or d. These were the only situations where customers could go ahead and pay for the good and thieves would be stopped. 

Now, if you look at boxes b and c, this is really the worst model that you can have. After all, you would end up with angry customers and happy thieves which is just the opposite of what you want. 

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One simple way of measuring Accuracy is simply the proportion of individuals who were correctly classified–the proportions of True Positives and True Negatives. While this may be helpful, the reality is that you can usually increase one simply by decreasing the other. This may have important implications but the overall Accuracy rate won’t change.

Or worse, we could improve overall Accuracy just by making the test more able to find the more common category.

So a better approach is to look at the accuracy for Positives and Negatives separately. These two values are called Sensitivity and Specificity.


Predictive Analytics: What Is It And Real Life Examples

Simply put, predictive analytics is the way that you have to predict any future event based on past behavior. The truth is that predictive analytics is a combination of both statistics and data mining. Therefore, the tools that predictive analytics uses come from these two areas and they include:

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– build models to predict what can happen in the future

– identify trends and patterns

– create visual representations of the information

– generate other useful information.

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The Goals Of Predictive Analytics

While predictive analytics has many different goals, one of the most important ones is to assign a predictive score (or probability) for the likelihood that a specific organizational unit such as a component, a vehicle or a customer, will behave in a specific way. 

learn-more-about-predictive-analytics

Let’s say, for example, that you are a manufacturer and you are trying to determine the probability of a customer to buy a second product. In this case, you would use predictive analytics. Besides this simple example, there are many areas where predictive analytics plays an important role. These include:

– marketing

– travel

– child protection

– actuarial science

– insurance

– telecommunications

– crime prevention

– insurance

– healthcare

– banking and other financial services.

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One of the things that you need to understand about predictive analytics is that even though it is defined “in the future”, the reality is that it can also be used to analyze past and present behavior. For example, predictive analytics can be used to analyze the data collected in a crime scene to generate a profile for the most likely suspects. 

Important Areas Where Predictive Analytics Is Used

predictive-analytics-working

While predictive analytics can be used in a wide range of fields, the two most important areas include:

#1: Marketing Analytics:

Marketing analytics allows you to determine how a business or company is really performing. So, it uses metrics such as:

– Marketing attribution: Identifies user actions (called “events” or “touchpoints”) that contribute in some manner to a certain outcome.

– Customer lifetime value (CLTV): Predicts how much a customer will buy over time.

– Quarterly or yearly sales forecasts

– Overall marketing effectiveness

– Next best offer or product recommendation: predicts what your customer is most likely to purchase next

– Return on Investment (ROI).

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#2: Healthcare Analytics:

Healthcare analytics includes a wide range of data that is generated by healthcare professionals, patients, and healthcare systems. Healthcare analytics can include keeping and analyzing:

– Financial costs such as supply chain, revenue, costs, and insurance reimbursements

– Data on mass customization of care

– Patient wellness management records

– Biometrics usage

– Patient satisfactory surveys.

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Predictive Analytics Real Life Examples

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One of the best real life examples that w can provide you is related to banking. After all, you just need to think about your credit score. Your past behavior will help determine your present and future behavior in terms of the likelihood of making timely payments in the future. 

Another example is related to cybersecurity, for example. As you know, this is a growing concern and predictive analytics can be used here as well. After all, real-time analytics examines the network traffic and tries to identify patterns that may indicate computer-software vulnerability or fraud.