Archive for the Operations Research Category

INFORMS 1.5

The primary professional society for advanced analytics – INFORMS – has a distinguished history and an impressive membership. But like most volunteer-driven groups, INFORMS operates on the basis of consensus and professional fellowship. It is emphatically not an opportunity-driven enterprise akin to a private company or even a lobbying-savvy professional group such as the American Medical Association.

This sort of self-branding – as an agency for the advancement of a specialized kind of knowledge rather than as a guild devoted to nurturing and expanding professional hegemony – affects both the operation of INFORMS and the development of the profession. An interesting manifestation of this phenomenon is the slow adoption of information technology by INFORMS. Things are, however, improving: As of today, INFORMS boasts an official blog!

This official blog doesn’t quite get us to INFORMS 2.0; it’s still one-way communication. The society has supported blogging at previous national-level meetings through the efforts of individual INFORMS Computing Society (ICS) members (see here). And the very nifty eNews Daily, which debuted at last year’s Washington, DC meeting, looks to me like a keeper.

I anticipate that these efforts will take a more definite form over time, to the point that non-attendee members (as well as the interested public) can feel connected to events as they occur. The nominal goal, of course, is to increase the dispersion and penetration of the profession’s message. But more interestingly, proliferating Web 2.0 technologies should increase the engagement of INFORMS members in the society’s affairs and the attractiveness of its scheduled events.

A milestone of the development of Web 2.0 ideas within INFORMS should appear in late April, from the 2009 Practice Meeting in Phoenix, AZ. The Marketing folks at the society are mulling over what should and could be done. Let them know! Are you planning to attend? If so, does the prospect of (you) blogging from the meeting grab you? Does it seem like unnecessary work when you’d rather be schmoozing with grad school friends? Does it raise the question, “would anyone want to read my impressions?”

And if you are not planning to attend, what might most make you keenly regret your decision not to? Would blogposts help you better stay in touch with goings-on at the meeting? Or is something like the aforementioned eNews Daily already too much information? Or perhaps, going for a diametrically opposed extreme point, do you wish someone would set up an INFORMS Twitter feed?

Orthogonal Skills

While upgrading a portfolio planning model implemented in Microsoft Excel, the need arose to validate a complex simulation involving log-normal distributions. The log-normal probability distribution is obtained by taking the logarithm of exponentiating (UPDATED: 3/1/09) the ubiquitous normal distribution. Its applications are common enough for some researchers to propose that the log-normal deserves at least equal billing, if not center stage.

The need was to back-calculate the mean and variance of the log-normal distribution using certain other known measures. This required non-trivial nonlinear manipulation, an activity that reminded me of the time lapsed since I last engaged in open-ended mathematical discovery. Which brought me to the question: mathematical sophistication is clearly necessary for Analytics, but is it significant? And if not, what skills are required in an Analytics practitioner?

The business pundit Peter Drucker wrote (h/t to J. D. Meier):

When “operations research” first came in, several of the brilliant young practitioners published their prescription for the operations researcher of tomorrow.  They always came out asking for a polymath knowing everything and capable of doing superior and original work in every area of human knowledge.  According to one of these studies, operations researchers need to have advanced knowledge in sixty-two or so major scientific and humanistic disciplines.  If such a person could be found, he would, I am afraid, be totally wasted on studies of inventory levels or on the programming of production schedules.

Though exaggerating for effect, Drucker is asking a good question about feasibility. Few of us can be Feynman! As Analytics moves from being a “nice to have” to a “must have”, the appropriateness of the training of its frontline soldiers becomes increasingly critical. As described elsewhere here, and elsewhere (the issue is elegantly covered at a high level here by Jim Orlin), the INFORMS professional society is stepping to the challenge.

Like many, perhaps most, Analytics professionals I add value through the modeling and implementation of decision-support techniques, not by creating new mathematics. However, my training was almost entirely mathematical. Even now, graduate training tends to over-focus on mathematical technologies. But for professional success, the Analytics practitioner requires a broad set of divergent skills beyond math.

Some skills – facility with optimization and simulation techniques, statistics, certain aspects of software engineering – can be effectively channeled through higher education’s delivery model. But other, equally important, skills cannot. For instance, project management cannot be taught, only learned through the process of doing. (It especially cannot be taught by academics with zero IT project experience.) Critical skills such as business communication, spreadsheet-based analysis and team effectiveness are best left to the in-service setting. (See this online version of the 2007 Interfaces article by Sodhi et al for a list of commonly expected OR skills.)

The academic part of the profession has focused on core technical skills. Is it the role of Analytics professionals to fill in the picture?

The Science of Better Search

Researchers at the Arizona State University have prototyped an interactive linear programming-based meta-search tool called LaserSearch. The online documentation does not explain how the underlying search is implemented. (Basic search results are similar to, but don’t map exactly to Google or Yahoo output.) LaserSearch implements user-driven iterative refinement: on the basic results page you indicate relevance by clicking green (highly relevant), yellow (somewhat relevant) and red (not relevant) buttons next to each URL. Clicking Improve refines the results. According to one of the authors, Asim Roy, each click on Improve triggers the solution of a small linear programming problems that sifts through the flood of results for high-value URLs.

I have tried out the prototype, but despite the “OR Inside”, I have yet to understand its filtering logic. For instance, here are the top three results of a search for “norwegian wood”.

LaserSearchScreen1

The first URL points to Murakami’s novel with that title, the second to the Wikipedia entry for the Beatles song, and the third to a video on Youtube. So far so good. Since I was interested in the Beatles song, I clicked the red button (i.e., irrelevant) next to the first entry, the star (indicating “more relevant”, which also activates the green button) for the second, and the green button for the third. Then I clicked on Improve, which brought up the following screen. The top seven results do, in fact, concern the Beatles song. So LaserSearch clearly promoted results related to the Beatles song. However, Murakami’s novel reappears in slot 8, as do two other non-Beatles references in slots 9 and 11.

LaserSearchScreen2

Shouldn’t the lowest-possible ranking of the novel on the first results screen essentially remove it from succeeding searches? I don’t know. Perhaps further experimentation will yield more comprehensible results.

If you choose to try out LaserSearch – and I encourage you to do so – be warned, the prototype is somewhat fragile. As I was testing it over a period of 30 minutes, it crashed once and generated empty results screens a couple of times. But for an alpha version, it works well enough.

As for understanding its logic, perhaps it is necessary to read the associated paper. Titled An Interactive Search Method Based on User Preferences, it was published in the December 2008 issue of the journal Decision Analysis.

Living in Interesting Times

“It was a glittering time. They confidently swept into office, ready, moving, generating their style, their confidence – they were going to get America moving again. There was a sense that these were brilliant men, men of force, not cruel, not harsh, but men who acted rather than waited. There was no time to wait, history did not permit that luxury; if we waited that would all be past us… Things were going to get be done and it was going to be great fun; challenges awaited and these men did not doubt their capacity to answer these challenges… History summoned them, it summoned us: there was little time to lose.”

Halberstam’s breathy description of the DC gestalt ca. JFK’s inauguration is curiously (and scarily) applicable to today’s America. Ascribing the opposition’s intransigence to mere habit, the Administration is charging ahead to evaluate, diagnose and fix the problems bedeviling our world. This attitude bodes well for researchers of all stripes. A recent email from a major university administrator contained the following phrase - “the campus expects a brief open window of riches”. Things are going to be done and it is going to be great fun!

In this climate of transparent, analytically-driven, decision-making from top to bottom, how does the profession measure up? On the one hand, Operations Research academics are doing what they can to capture the riches soon to rain down from Mt. Washington. However, it’s really interesting on the commercial side of the fence. Especially among vendors, much activity is afoot:

  • I mentioned Gurobi’s surprisingly mature LP/MIP solver here. The start-up has taken a tack of ubiquity – making the product available in as many optimization environments as possible. In addition to Excel-compatibility through Frontline’s Solver framework (see Frontline CEO Dan Fylstra’s comment), the optimizer is available in conjunction with three leading algebraic modeling languages, AIMMS, GAMS and MPL. I understand that a wrapper for AMPL is also in process.
  • Interestingly, Gurobi is undercutting the price floor maintained by the previously comfortable duopoly of the two benchmark solvers: CPLEX and XPRESS. Instead of $15,000 or more per seat, Gurobi is asking approximately half the amount. While the impact of per-seat license fees in the adoption of optimization technologies is routinely exaggerated, cutting the price in half will definitely perturb the status quo. (And cause not a little consternation in Ilog’s – IBM’s, if you will - executive suite, which has come to depend on CPLEX’s profitability. I suspect that Fair Isaac will be less impacted, since its optimization-based direct revenues represent a much smaller part of its profitability.) Gurobi has not yet shared its deployment pricing model. That will determine its uptake in the significant optimization ISV market.
  • In August 2008, Microsoft soft-launched a .NET-oriented optimization framework called Microsoft Solver Foundation (MSF). In addition to a rich .NET API, MSF can also be used as an Excel add-in. (Surprisingly, it does not particularly share the elegance of integration with Excel evident in Frontline’s products.) MSF 1.1, introduced today, even includes Gurobi’s MIP solver (was it code-named Zelig?!) as the default. This very smart choice should make it a powerful solver alternative, especially in small shops, which should be able to use it free for internal use. Longer-term, MSF’s integrative framework designed to incorporate third-party optimizers, backed by the sales heft of Microsoft, could make it a product to be reckoned with.
  • SAS Institute, a major player in the Analytics space, has sharpened its focus in the optimization space in recent years. As a privately-held company, its actions are often opaque. SAS’ OR group has recently been in an aggressive hiring mode, though I remain more impressed by the effort than any (known) star hires. Further, its marketing seems to be targeted at its existing customer base. Admittedly, the base is large and lucrative. But it’s difficult to visualize such a narrowly-focused effort expanding its mindshare in the broader market.
  • IBM’s acquisition of Ilog and Fair Isaac’s acquisition of Dash Optimization have been written about here and elsewhere. FI is using Dash’s XPRESS engine to extend its largely financial services-based business. Unless the company has a more expansive strategy up its sleeve, that seems like fairly limited leverage. IBM, on the other hand, is selling a fairly pervasive strategy for Ilog’s Optimization and Rules products. Even after filtering out the more egregious spin, the combination of IBM’s consulting reach and its sales prowess cannot but have a multiplicative impact on Ilog’s core strength: technology.

All in all, 2009-2010 promises to be the mother of all “interesting times” for Analytics.

Remembering the Master of All Trades

Exiting graduate school in ‘91, I interviewed with the Thinking Machines Corporation (TMC). It was a job for which I was woefully unqualified. No surprise, I didn’t get the chance to find out. And anyway, in two years, the company had gone under, victimized by being ahead of its time. But for the ten years it was in existence, TMC burned a spectacular trail through applied computation science. Inarguably its brightest light was the physicist Richard Feynman. (TMC founder Daniel Hillis affectionately recounted their collaboration in Physics Today, and you can read it here.)

Feynman’s legend as a Javert-like pursuer of enlightenment is well-established. (See, for instance, the Feynman tribute site.) Sadly, set next to his spectacular Physics work, Feynman’s contributions to analytic decision-making are less well-known. Hillis’ article described some of Feynman’s pioneering work on the numerics of the Connection Machine. But more interesting to me is Feynman’s work on the Challenger disaster commission.Feynman Dunking O-ring in Ice-water
Alone among the “wise men” on the commission, Feynman went to the source – interviewing the shuttle engineers whose 1 in 100 failure estimate magically inflated to 1 in 100,000 in the hands of NASA management! His
appendix to the final report is worth reading as a primer on (desirable) structured design and (self-deluding) risk management. For instance, here is Feynman talking about how shuttle uniquely engines were built:

The usual way that such engines are designed (for military or civilian aircraft) may be called the component system, or bottom-up design. First it is necessary to thoroughly understand the properties and limitations of the materials to be used (for turbine blades, for example), and tests are begun in experimental rigs to determine those. With this knowledge larger component parts (such as bearings) are designed and tested individually. As deficiencies and design errors are noted they are corrected and verified with further testing. Since one tests only parts at a time these tests and modifications are not overly expensive. Finally one works up to the final design of the entire engine, to the necessary specifications. There is a good chance, by this time that the engine will generally succeed, or that any failures are easily isolated and analyzed because the failure modes, limitations of materials, etc., are so well understood. There is a very good chance that the modifications to the engine to get around the final difficulties are not very hard to make, for most of the serious problems have already been discovered and dealt with in the earlier, less expensive, stages of the process.

The Space Shuttle Main Engine was handled in a different manner, top down, we might say. The engine was designed and put together all at once with relatively little detailed preliminary study of the material and components. Then when troubles are found in the bearings, turbine blades, coolant pipes, etc., it is more expensive and difficult to discover the causes and make changes. For example, cracks have been found in the turbine blades of the high pressure oxygen turbopump. Are they caused by flaws in the material, the effect of the oxygen atmosphere on the properties of the material, the thermal stresses of startup or shutdown, the vibration and stresses of steady running, or mainly at some resonance at certain speeds, etc.? How long can we run from crack initiation to crack failure, and how does this depend on power level? Using the completed engine as a test bed to resolve such questions is extremely expensive. One does not wish to lose an entire engine in order to find out where and how failure occurs. Yet, an accurate knowledge of this information is essential to acquire a confidence in the engine reliability in use. Without detailed understanding, confidence can not be attained.

A bottom-up approach is equally essential for building robust and sustainable Analytics-driven decision-support systems. Without the benefit of well-tested atomic models (e.g., the peculiar demand for fundamentally different types of products), building a large-scale model ab initio (in this instance, a manufacturing company’s demand forecast) invites shelfware-hood. I have seen exactly this sort of failure occur at a multi-billion dollar world-wide ERP roll-out, where the demand planning model template built by HQ analysts was so inapplicable to specific business units that local planners took to over-writing official forecasts produced by the ERP with their own hand-computed numbers!

As I’ve previously described (e.g., here), the practice of Analytics inevitably occurs in the shadow of business imperatives. Business goals give shape to the analysis. But they also have the power to corrupt the process. Feynman pungently captures that corruption at NASA, and its consequences in his final words:

For a successful technology, reality must take precedence over public relations, for nature cannot be fooled.

One wonders about Feynman’s analysis of the current financial crises, which appears at least as much a product of self-delusion on high as the Challenger disaster!

Less is More

The market in optimization software is experiencing a state of turbulence last seen in the mid-eighties, when OSL and CPLEX were fighting for dominance. CPLEX won that war, not simply because it was competitive on benchmark models, but by being better engineered, and later, better marketed. With the perspective of 20+ years, Bob Bixby’s decisions – writing in C rather than FORTRAN, centralizing optimizer usage on an API/library rather than an interactive system, focusing on building a market by targeting value-added software vendors rather than just OR professionals – seem obvious. But at the time, they were quite unorthodox.

From the viewpoint of one privileged to witness the development of CPLEX at close range (Bob directed my thesis), the second major factor accounting for CPLEX’s success was its exceptional product R&D team that came together in the mid-late nineties. Its two generals were Ed Rothberg, who came over from the legendary parallel numerical computation group at Silicon Graphics, and, later, Zonghao Gu, a Lindo escapee.

Ed went on to lead CPLEX into the realm of reliably solving mixed-integer programs (MIPs) by smartly adapting academic research on cutting plane methods. To be fair, in the process, Ed, Gu, and the rest of the team created a fair bit of (largely unpublished, for competitivee reasons) new computational science. By the time Ed moved on to real-time semiconductor scheduling, Gu was ready to captain what had become the 800 pound gorilla of the optimization space. For a variety of reasons, in 2008 Bixby, Gu, and Rothberg left Ilog (CPLEX’s home since 1997) and started their own venture, rather unimaginatively called Gurobi Optimization. (Who is who in the picture is left as an exercise to the reader!)

I learned to my surprise that Gurobi planned to build a linear and mixed-integer code from the ground up. First, there was the obvious competitive angle vis-a-vis Ilog – they would have to start from absolute ground zero. Not even a line of CPLEX code could make it into their solver. Secondly, there was the question “why?” Having already built CPLEX into a lasting success, why would they wish to go over the same ground again? I confess that the question is still open. Nevertheless, more power to them, because it is becoming clear, that we may have a new contender on our hands. Via Mike Trick, I learn this morning of recently released third-party benchmarks comparing the performance of Gurobi’s as-yet-unreleased optimizer and CPLEX’s latest release.

Optimizer benchmarks are best taken with a great deal of caution. However, what these results suggest is nothing short of stunning: Less than a year in development, Gurobi is essentially competitive with CPLEX. On a 74-problem MIP test-set:

  • Gurobi solves MIPs faster on single-processor machines: It beats or equals CPLEX’s performance 55% of the time. (A third solver – MOSEK – is also compared. It wins or ties for first 5% of the time.)
  • Gurobi parallelizes robustly: Having used it in a number of projects over the years, I can attest that CPLEX’s parallel branch and bound is a very solid piece of code. In this one-on-one comparison on a 4-processor machine, Gurobi wins or ties CPLEX 58% of the time.
  • Aggregate solution times are less on Gurobi: Considering only problems on which at least one integer solution was found, on a single-CPU system Gurobi runs through the test-set in 25% less time than CPLEX, as measured using the geometric mean of times. On 4-CPU systems, the improvement is still considerable – 15%.
  • Gurobi is good at finding integer feasible solutions: CPLEX fails to identify a single integer feasible solution on 2 instances in either mode. Gurobi fails on one instance in single-threaded mode. It finds at least one integer solution on all test-set problems when using four processors.
  • CPLEX takes better advantage of parallelization: CPLEX’s speed-up in going from one to four processors is 40%, whereas Gurobi only manages 30%.

Thee is a great deal that can be said about the limitations of these benchmark results and on my preliminary conclusions. But for now, it is fair to say that IBM, CPLEX’s new master, would be smart to be very concerned.

Certifiably Analytic

In an article on how business schools are responding to globalization, Robert Dolan, the profitability management guru, recounts his introduction to the chasm between theory and practice:

[Dolan…] tells a funny story about when he, a freshly minted PhD in Operations Research, was assigned to teach a course in marketing at the Chicago School of Business.

He didn’t know much about marketing , so he decided he would visit the offices of Proctor & Gamble to find out what it was all about: “I put on my suit and was making my way out of the campus when the dean spotted me and asked me where I was going, all dressed up.

When I told him I was going to Proctor & Gamble to learn about marketing, he asked me, ‘Do they have any Nobel Laureates in Proctor & Gamble?’ When I said ‘I don’t think so,’ he said, ‘Well, we’ve got dozens of Nobel Laureates. So you just stay right here’”.

I thought of Dolan’s (apocryphal?) dean while chatting about possibility of professional certification in OR with goodhousekeepingcolleagues. Though certification is often viewed as a mechanism to help consumers distinguish quality practitioners from the riff-raff, in my view it could meet entirely different goals:

1. Bridge the yawning gap between technique-centered OR programs and the impact-oriented dictates of practice: As I recently observed while bemoaning the lack of good Management Science texts, the academic bent that favors rigor over utility inevitably creeps into pedagogy. Irrespective of the mainstreaming of OR, this sub-optimality is unlikely to change.

2. Position OR to “own” the strengthening brand of Advanced Analytics: An analyst certification that allows (among other things) applicants from other backgrounds to enter the profession could make OR the de facto credentialing authority in a crowded and contested field.

3. Certification could revitalize the OR ecosystem: A new practice-oriented market for course materials, coaching apparatus and examination aids would be needed. The primary beneficiary of such a development would most likely be forward-looking academics.

Those Who Can, Teach


Weighing the opportunity to teach Analytic Decision-Making to executive MBA students, I realized that the value in such a project is essentially internal. The financial compensation, to not put too fine a point on it, was low. But the chance to explore the tools of my profession with highly motivated and skeptical, yet captive, mid-career professionals was too attractive to pass up.

I’m teaching something called a “breadth” course. Not quite a part of the core curriculum, but necessary to fulfill requirements of the specialization, e.g., Technology Management or Business Analytics & Technologies. The catalog describes breadth courses as specially focused on relevance. That led to my first surprise: the course description includes Optimization and Decision Analysis (DA), but no mention of Simulation or Queuing! (Forecasting is covered in another breadth course, and further in an elective. Data Mining and Business Intelligence are covered in an entirely separate data management elective, as if they were not part of the same Analytics continuum.)

The absence of Simulation in the syllabus initially struck me as astonishing. In the ill-structured fuzz of real-world business decision-making, Monte Carlo Simulation is the inescapable Swiss Army knife. However, as I began evaluating alternative texts, I had an epiphany! Textbooks purporting to teach quantitative decision-making to business students are typically adaptations of texts originally designed to teach Operations Research (OR) to engineering and other technical majors. For instance, a widely-used text has an entire chapter dedicated to Minimum Spanning Trees, an artifact I have not had to explain to a non-technical client in seventeen years! Authors also persist in continuing to sacrifice thickets, if not entire forests, explaining theoretical notions such as duality and sensitivity to students who would much rather be off discussing consumer product strategies!

After rapidly filtering through a number of OR-centric treatments, my choice reduced to two. The text I did not choose, though only by a hair, is Data, Models, and Decisions, by Bertsemas and Freund (both at MIT). I was nearly swayed by the authors’ smarts in simplifying very complex material, and a near-perfect pedagogic progression – starting with DA, proceeding through probability and statistics to Simulation and Regression, and finally to Optimization. The exposition is case-oriented and jargon-avoiding. However, its immersive use of mathematics raises the possibility that a treatment designed for the very technical Sloan School students might not work as well for more diverse audiences.

The text I chose is Decision Making with Insight, by Sam Savage. For business school use, this text has three key advantages: First, its DNA is that of practical business decision-making, not OR technology. Its spare style makes it practically useful as a cookbook (after the class is over) in the vein of the Numerical Recipes series. Second, Savage – a thought leader in spreadsheet-based Analytics – almost exclusively uses Excel as his computational sandbox. He reasons that while spreadsheets have easily-reached limitations in analytic use, they are the business analyst’s tool of choice, which guarantees a faster uptake than an unnatural specialized environment like, say, Lindo. Finally, the exposition is playful and exploratory. It elevates insight derived by computational experimentation over traditional mathematical development. The business school classroom requires business engineering, not business mathematics.

The main weakness of Savage’s book relates to its Excel-centrism. The book is designed to turn the reader into a self-motivated desktop analyst. But Savage doesn’t even hint at the vast and valuable world of specialized analytical tools and applications that power large-scale systems such as airline revenue management to power plant operations. Since there are few pointers on the possibilities and limits of Analytics, the book elides the equally important role of the reader as a potential consumer of hardcore Enterprise-level OR technologies. (Bertsimas and Freund do a better job in this respect.) Fortunately, given my background in large-scale system development, supplementing the text should be straightforward. So this lacuna does not concern me.

Tune in again after Q1 of 2009 for a postmortem on my choice!

Competing for Analytics


Schematic of the Church of the Holy Sepulcher in Jerusalem (from BBCNews.com)The BBC recently reported on the long-simmering power struggle in Christiandom’s holiest site: the Church of the Holy Sepulchre in Jerusalem. This site – by tradition the place of Jesus Christ’s burial and resurrection – is contested by six denominations that occupy tiny bits of it: Roman Catholic, Greek Orthodox, Armenian Orthodox, Syrian Orthodox, Egyptian Copt and Ethiopian Orthodox. Each faction constantly maneuvers to improve its territory, their shenanigans (real and perceived) often boiling over in eruptions of violence.

The church itself is in a state of near-collapse. But since its ownership is in dispute, all attempts at repair are stymied. The situation is dismally Pareto optimal: any effort at improving matters makes at least one other party unhappy. The following heartrending yet funny anecdote captures the hopelessness of the situation:

The intractable nature of the territorial arguments over the site are epitomised by the short wooden ladder that rests on a ledge above the church’s main entrance.

It has been there since the 19th Century because rival groups cannot agree who has the right to take it down.

Under the Status Quo agreement, rights to the windows reached by the ladder belong to the Armenians, but the ledge below is controlled by the Greeks.

So the messiness persists, despite its ongoing cost to the Christian community. (Not to mention the potential catastrophic downside – complete collapse of the complex’s badly deteriorating roof.)

I was reminded of the Church of the Holy Sepulchre while navigating the recent brouhaha in the Analytics blogonook created by a post in the Intelligent Enterprise blog. Doug Henschen quizzes IBM’s Ambuj Goyal on Big Blue’s “analytics strategy” following its recent acquisition of Ilog, a leader in decision technology components (and my past employer). Henschen’s didactic frame is the notional question: “Will IBM Add Analytics to its Toolbelt?”

Henschen summarizes the interview’s takeaway in his lede as “[IBM contends that] predictive and statistical modeling — key offerings for the likes of SAS and SPSS — are overrated. IBM has what Goyal describes as better, cheaper alternatives in a mix of techniques developed for industry- and domain-specific challenges.” This startling conclusion has been met with (I’ll use a polite word) skepticism by Analytics-oriented blogs. James Taylor at the EDM blog smells the ghost of sales campaigns past:

Sadly this reminded me of the old days of IBM - when FUD (fear, uncertainty and doubt) was IBM’s reponse (sic!) to anything they did not do well. Predictive analytics are not overrated, at least not by anyone who understands them. It is true that predictive analytics, like all good technologies, are sometimes overused by over-enthusiastic supporters and that they can’t do everything. IBM’s lack of this technology is a mistake as without it their solution set is incomplete and no amount of FUD will change that.

Anne Milley at SAS’s company blog SAScom is predictably indignant in light of Goyal’s presumed attack on SAS’s knitting. Milley labels Goyal’s comments “dizzying spin” and suggests that IBM execs “deride the value [of Analytics] because they haven’t been able to monetize the analytics in their research labs even as others achieve significant returns”.

The BBC report came to mind because, as in Jerusalem, the disagreement occasioned by Goyal’s interview is fundamentally doctrinal. It centers on the existential (and ungrammatical) question – what is Analytics?

I have previously mentioned Tom Davenport’s HBR article called “Competing on Analytics”. (Davenport has also published a subsequent book with this title.) Davenport never quite defines Analytics, but his view is obviously expansive; his keystone success story is Marriott Corporation, whose Total Hotel Optimization system relies, at its core on Linear Programming (i.e., Optimization). Davenport sows confusion by using interchangeably using Analytics and labels like “statistical masters”. Analytics is not Statistics. Statistics is a tool in the arsenal of the Analytics professional. But it doesn’t describe the category.  

The SAS Institute has adopted the branding framework of Analytics to compete in the Decision Management space. Historically the purveyor of a statistical toolkit (which later morphed into a Data Warehouse platform,) SAS had weak or non-existent offerings in Optimization and Inferencing/Rules, and came late to the Business Intelligence and Predictive Analytics (BI/PA) wave. So its stance of statistical methods as somehow defining Analytics is natural.

Conversely, prior to the Cognos acquisition, IBM had negligible footprint in the BI/PA space. In terms of Optimization, while boasting incredibly qualified R&D and Consulting groups, it has been unable to develop a profitable software offering. (In the ‘80s IBM attempted to market an optimization toolkit called OSL, made many sub-optimal decisions along the way, and finally killed the product in the late ‘90s. More recently, IBM has tried to leverage an open source toolkit called COIN-OR as a brand-builder, in my opinion essentially futilely.) The acquisition of Ilog provides IBM immediately with best-of-breed offerings in Optimization and Inferencing (or Business Rules). However, it still lacks anything like SAS’s statistical platform. Goyal’s pitch suggests that they know it. And they are trying to advance the notion that what they have is what the market needs.

As is not uncommon, differences born of necessity are being painted in Marketing’s primary colors to manipulate each vendor’s “rightness”. While this makes perfect sense to advance each party’s immediate business imperatives, it does not help the cause of Analytics in the Enterprise. James Taylor correctly observes that:

The important thing is to focus on the decision and then figure out how to solve it… Business rules, optimization, data mining, predictive analytics and adaptive control [are all] necessary ingredients for Enterprise Decision Management and business success.

Indeed.  Let me illustrate with an Analytics success story. In a highly successful Space and Assortment Planning project at a greeting card manufacturer, most of the techniques in Taylor’s list were invoked. SAS was used to derive the space elasticity curves that drove revenue forecasts, CPLEX was used to optimized a complex sequence of layout models, and JRules was used to manage scenarios, preferences and exceptions. As the then Ilog project lead, I cannot recall a discussion where we, or any technology partisan on the large project team, attempted to push a technology agenda. The team uniformly focused on creating the fastest-performing, most accurate and most efficiently usable application.

Along similarly cooperative lines, instead of advocating the relative importance of one’s own bag of tricks and denigrating the competition’s, actors in the Analytics ecosystem need to adopt Davenport’s catholic approach. Let’s focus on expanding the impact of the field, on making it as pervasive a function in business as Accounting or Human Resources. To mash up the rallying cry of Bill Clinton’s 1992 campaign with the verbal stylings of the logorrheic Sarah Palin, “It’s all of the above, stupid”!

OR Methodology Lessons from INFORMS

In 2001 INFORMS, the Operations Research professional society, hosted its first national conference on OR Practice in San Diego. Some 300 OR professional attended. Since that tentative beginning, the conference has become a “can’t miss” for OR professionals and practice-minded academics, nearly 500 of whom attended the 2008 conference in Baltimore, MD.

Among its other benefits, the Practice conference has been significant in triggering a wholesale appraisal of OR methodology. The discussion can be said to have been kicked off by Karl Kempf at the 2003 meeting in Phoenix, AZ. Karl’s talk in Phoenix, titled Optimization of a Semiconductor Supply Chain: Technical & Cultural Issues, identified numerous maxims to speed adoption of OR at Intel, his employer. He ended with the declaration that while technical issues (modeling, algorithms, software implementation, etc.) were – in his words - “enough to keep us busy for the foreseeable future”, they “pale in comparison with the organizational dynamic issues”.

Karl returned to his theme the following year in Cambridge, MA, where he focused specifically on Organizational Barriers to Applying Optimization in Business Operations. The key take-away from that presentation was the need for the OR professional to focus on the algorithm to solve the business problem, without being bound by a specific software tool or approach. At the same conference, Jeff Winters from UPS spoke on Why OR Projects Fail, a crab-wise approach to identifying what is not good methodology!

Over the next four years, presentations on the theory of OR practice became among the best-attended and most talked-about part of the Practice conference. Many highly respected thinkers of the field, both practitioners and academics, have taken their turn at bat. Selected highlights:

  • Palm Springs 2005

    • Harlan Crowder in Stuff Happens: Why Practical OR Projects Fail, fingered “cognitive friction” in the difficulty of implementing OR because of its opacity for the non-technical user.
    • The late Rick Rosenthal in Secrets for Success with Optimization, suggested that solution persistence should be the default choice in optimization modeling.
  • Miami 2006

    • Marshall Fisher in Eight Habits of Highly Effective OR Implementers laid out his best practices, while pointing skeptically to the goal of creating an actual theory of OR practice.
    • Glenn Wegryn in Sustaining a Vibrant OR Practice at Procter & Gamble, focused on the essentiality of communicating the value created by OR methods.
    • Gary Cross in OR Based Client Engagements, spoke of the need for gradual expansion of scope, and of project-integrated learning, while acknowledging the higher risk inherent in OR-based IT.
    • Harlan expanded on his rules of thumb for successful implementation in Practical OR.
  • Vancouver 2007

    • Peter Kolesar in Creating a Theory of OR Practice, focused on consultative OR rather than IT implementation, with recommendations drawn from the broader world of business consulting.
    • Tom Baker in OR’s Curse & How to Deal with it, warned against narrow technique-orientation and reiterated the importance of communication, technical demystification, and risk management.
    • Karl Kempf drilling down on Collaborating with IT, hammered on the need for structured development methodology and iterated development.
  • Baltimore 2008

    • Jean Pommier described the philosophy and artifacts underlying ILOG’s Methodology Implementation of Decision-Support Systems and how Ilog uses its methodology framework to better sell and deliver optimization technology.

(I also spoke in the “theory of OR practice” track in Baltimore on Towards a Theory of OR Practice: Are We There Yet? Material from that talk forms the basis of this and other recent blogposts on methodology.)

Over the years, the discussion on Theory of Practice has emphasized both types of value delivery: consultative (one-off analysis) and systems-based (IT-embedded). However the tenor of the discussion has trended from the general to the specific. Increasingly actionable best practices have been proposed by speakers such as Crowder, Rosenthal, Fisher and Kolesar, among others. Modes of integrating into broader IT implementation currents have been proposed by Cross, Kempf, Pommier, etc. Summarizing brutally, the main lessons from seven years of discussion are:

  1. Customer-focused orientation: This can best be described by the directive – “get over your expertness!” It’s seductively easy for an OR professional to fall back on technology that is, to the non-technical end-user, indistinguishable from magic. It is not enough to conjure up an “optimal” solution. The solution also needs to be explicable to the planner who generates them today using decades of first-hand experience of the overlying process and after days of hacking with spreadsheets. The focus of the OR professional needs to be on the problem, not on her technical toolbag. (An especially difficult chore if the practitioner works for a software vendor or a consulting firm that closely identifies with a narrow technical approach!)
  2. Communication: Nearly every speaker places the need to clear, regular, and structured client communication near the top of the OR practitioner’s checklist. Is OR special in this regard, different from, say, mainstream IT? The consensus is yes, based on its unique combination of technology “magic” and the expected unfamiliarity of the typical end-user with OR. Client buy-in comes from developing a shared vision for the project, at the managerial and the end-user levels. Maintaining that buy-in requires ensuring that ongoing end-user education is not sacrificed to the tyranny of delivery dates and feature commitments.
  3. Methodology: While the notion of a development methodology is not native to the OR community, a consensus on the need for a formal framework appears to be developing. Given the early stage of evolution of an OR-specific methodology, one finds almost as many specific recommendations as recommenders. The need to rigorously assess data requirements and availability tops many lists. As does the inevitability of an iterative implementation framework. Some “technical” recommendations, such as Rosenthal’s emphasis on modeling solution persistence, also appear. (An interesting recommendation from more than one speaker, to “avoid failure”, appears to be a bromide. But it makes perfect sense in the context of the perception of OR as “black magic”; unfamiliar and disruptive technology is rarely allowed more than one strike. Perhaps this will change once – if? - OR captures the mainstream.)

Conclusion

The INFORMS Practice conference has been the locus of methodology-related discussion in the OR community. Based on the popularity of theory of practice-related talks, the need for a usable delivery methodology for OR – presumably based on a descriptive theory – is widely shared. As clearly, there is neither an existing theory of practice, nor a methodology based on a proto-theory. There are good-sounding suggestions for best practice frameworks, but nothing validated except by personal (”expert”) experience.

In the next post in this series, we will examine possible next steps for methodology development.