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Big Data Analytics with Oracle Advanced

Analytics 12c and Big Data SQL


Make Big Data + Analytics Simple
Charlie Berger, MS Engineering, MBA
Sr. Director Product Management, Data Mining and Advanced Analytics
charlie.berger@oracle.com www.twitter.com/CharlieDataMine

Faster than a Mouse: Turn Data Mining


Strategy into Action
Miguel Barrera, Director of Risk Analytics, Fiserv Inc.
Julia Minkowski, Risk Analytics Manager, Fiserv Inc.

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Data, data everywhere
Growth of Data Exponentially Greater
than Growth of Data Analysts!

Data Analysis platforms


requirements:
• Be extremely powerful and
handle large data volumes
• Be easy to learn
• Be highly automated & enable
deployment

http://www.delphianalytics.net/more-data-than-analysts-the-real-big-data-problem/
http://uk.emc.com/collateral/analyst-reports/ar-the-economist-data-data-everywhere.pdf
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted
Analytics + Data Warehouse + Hadoop

• Platform Sprawl
– More Duplicated Data
– More Data Movement Latency
– More Security challenges
– More Duplicated Storage
– More Duplicated Backups
– More Duplicated Systems
– More Space and Power

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Vision

• Big Data + Analytic Platform for the Era of Big Data and Cloud
–Make Big Data + Analytics Simple
• Any data size, on any computer infrastructure
• Any variety of data, in any combination
–Make Big Data + Analytics Deployment Simple
• As a service, as a platform, as an application

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | 5


Oracle Advanced Analytics Database Option
Fastest Way to Deliver Scalable Enterprise-wide Predictive Analytics

Key Features

 Scalable in-database data mining


algorithms and R integration
 Powerful predictive analytics and
deployment platform
 Drag and drop workflow, R and SQL APIs
 Data analysts, data scientists & developers
 Enables enterprise predictive analytics
applications

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle Advanced Analytics Database Architecture
Multi-lingual Component of Oracle Database—SQL, SQL Dev/ODMr GUI, R
Users Data & Business Analysts R programmers Business Analysts/Mgrs Domain End Users

SQL Developer R Client OBIEE Applications

Platform
Oracle Database Enterprise Edition

Oracle Advanced Analytics - Database Option


SQL Data Mining & Analytic Functions + R Integration Oracle Database
for Scalable, Distributed, Parallel in-Database ML Execution 12c

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle Advanced Analytics Database Option
Fastest way to deliver enterprise-wide predictive analytics
Traditional Analytics Oracle Advanced Analytics

Key Features Data Import

Data Mining
Data remains in the Database Model “Scoring”
 Scalable machine learning algorithms Data Prep. &
(e.g. clustering, regression, decision Transformation avings
Trees, SVM, PCA, NB, text, AR, etc.)
Data Mining
implemented as SQL functions Model Building
 Parallelized SQL data mining functions,
data preparation and execution of R Data Prep &
open-source packages Transformation
 High-performance parallel scoring of
SQL dm functions and R models Data Extraction Model “Scoring”
Embedded Data Prep
Model Building
Data Preparation

Hours, Days or Weeks Secs, Mins or Hours

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle Advanced Analytics Database Option
Fastest way to deliver enterprise-wide predictive analytics
Traditional Analytics Oracle Advanced Analytics

Key Features Data Import

Data Mining
Lowest Total Cost of Ownership Model “Scoring”
 Leverage investment in Oracle tech stack Data Prep. &
 Eliminate duplicate data & ETL Transformation avings

 Eliminate separate analytical servers Data Mining


Model Building
Fastest way to deliver enterprise-
wide predictive analytics Data Prep &
Transformation
 Analytical Database  Applications

Model “Scoring”
Data Extraction Embedded Data Prep
Model Building
Data Preparation

Hours, Days or Weeks Secs, Mins or Hours

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle Advanced Analytics
In-Database Data Mining Algorithms—SQL & & GUI Access
Function Algorithms Applicability
Logistic Regression (GLM) Classical statistical technique
Decision Trees Popular / Rules / transparency
Classification
Naïve Bayes Embedded app
Support Vector Machines (SVM) Wide / narrow data / text
Linear Regression (GLM) Classical statistical technique
Regression
Support Vector Machine (SVM) Wide / narrow data / text
Anomaly
One Class SVM Unknown fraud cases or anomalies
Detection
Attribute Minimum Description Length (MDL)
Attribute reduction, Reduce data noise
Importance A1 A2 A3 A4 A5 A6 A7 Principal Components Analysis (PCA)
Association
Apriori Market basket analysis / Next Best Offer
Rules
Hierarchical k-Means
Product grouping / Text mining
Clustering Hierarchical O-Cluster
Gene and protein analysis
Expectation-Maximization Clustering (EM)
Feature Nonnegative Matrix Factorization (NMF)
Text analysis / Feature reduction
Extraction F1 F2 F3 F4 Singular Value Decomposition (SVD)

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle Advanced Analytics
How Oracle R Enterprise Compute Engines Work

Oracle Database 12c


Other R R-> SQL R Other R
R Engine
packages packages

Oracle R Enterprise (ORE) packages Oracle R Enterprise packages


Results Results

1 R-> SQL Transparency “Push-Down” 2 In-Database Adv Analytical SQL Functions 3 Embedded R Package Callouts
• R language for interaction with the database • 15+ Powerful data mining algorithms • R Engine(s) spawned by Oracle DB for
• R-SQL Transparency Framework overloads R (regression, clustering, AR, DT, etc._ database-managed parallelism
functions for scalable in-database execution • Run Oracle Data Mining SQL data mining • ore.groupApply high performance scoring
• Function overload for data selection, functioning (ORE.odmSVM, ORE.odmDT, etc.) • Efficient data transfer to spawned R
manipulation and transforms • Speak “R” but executes as proprietary in- engines
• Interactive display of graphical results and database SQL functions—machine learning • Emulate map-reduce style algorithms and
flow control as in standard R algorithms and statistical functions applications
• Submit user-defined R functions for • Leverage database strengths: SQL parallelism, • Enables production deployment and
execution at database server under control scale to large datasets, security automated execution of R scripts
of Oracle Database • Access big data in Database and Hadoop via
SQL, R, and Big Data SQL
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
You Can Think of Oracle Advanced Analytics Like This…
Traditional SQL Oracle Advanced Analytics - SQL &
– “Human-driven” queries – Automated knowledge discovery, model
– Domain expertise building and deployment
– Any “rules” must be defined and – Domain expertise to assemble the “right”
managed data to mine/analyze

SQL Queries Analytical SQL “Verbs”


– SELECT
– DISTINCT
+ – PREDICT
– DETECT
– CLUSTER
– AGGREGATE
– WHERE – CLASSIFY
– AND OR – REGRESS
– GROUP BY – PROFILE
– ORDER BY – IDENTIFY FACTORS
– RANK – ASSOCIATE

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Predicting Behavior
Identify “Likely Behavior” and their Profiles

SQL Joins and arbitrary SQL Transactional


transforms & queries – power of SQL POS data

Generates SQL scripts


for deployment

Inline predictive Consider:


model to • Demographics
augment input • Past purchases
data • Recent purchases
Unstructured data • Customer comments & tweets
also mined by
algorithms
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
SQL Developer/Oracle Data Miner 4.0
New Features R

 SQL Script Generation


– Deploy entire methodology as a SQL
script
– Immediate deployment of data analyst’s
methodologies

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Fraud Prediction Demo
Automated In-DB Analytical Methodology
drop table CLAIMS_SET;
exec dbms_data_mining.drop_model('CLAIMSMODEL');
create table CLAIMS_SET (setting_name varchar2(30), setting_value varchar2(4000));
insert into CLAIMS_SET values ('ALGO_NAME','ALGO_SUPPORT_VECTOR_MACHINES'); POLICYNUMBER PERCENT_FRAUDRNK
insert into CLAIMS_SET values ('PREP_AUTO','ON'); ------------ ------------- ----------
commit; 6532 64.78 1
2749 64.17 2
begin 3440 63.22 3
dbms_data_mining.create_model('CLAIMSMODEL', 'CLASSIFICATION', 654 63.1 4
'CLAIMS', 'POLICYNUMBER', null, 'CLAIMS_SET'); 12650 62.36 5
end;
/ Automated Monthly “Application”! Just
add:
-- Top 5 most suspicious fraud policy holder claims Create
select * from View CLAIMS2_30
(select POLICYNUMBER, round(prob_fraud*100,2) percent_fraud, As
rank() over (order by prob_fraud desc) rnk from Select * from CLAIMS2
(select POLICYNUMBER, prediction_probability(CLAIMSMODEL, '0' using *) prob_fraud
Where mydate > SYSDATE – 30
from CLAIMS
where PASTNUMBEROFCLAIMS in ('2to4', 'morethan4')))
where rnk <= 5 Time measure: set timing on;
order by percent_fraud desc;

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle Advanced Analytics
More Details
• On-the-fly, single record apply with new data (e.g. from call center)

Select prediction_probability(CLAS_DT_1_2, 'Yes'


USING 7800 as bank_funds, 125 as checking_amount, 20 as
credit_balance, 55 as age, 'Married' as marital_status,
250 as MONEY_MONTLY_OVERDRAWN, 1 as house_ownership)
from dual;

Social Media
Likelihood to respond:
Call Center
Get AdviceBranch
Office

Web Mobile

Email

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


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Introducing Oracle Big Data SQL
Massively Parallel SQL Query across Oracle, Hadoop and NoSQL

SQL

SQL
Small data subset
quickly returned
data
Offload Query to subset Offload Query to
Data Nodes Exadata Storage Servers

Hadoop & NoSQL Oracle Database 12c

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | 32


Manage and Analyze All Data—SQL & Oracle Big Data SQL

SQL
Oracle Big Data Appliance Oracle Database 12c

SQL

JSON

Store JSON data unconverted in Hadoop Store business-critical data in Oracle Data analyzed via SQL or R

33

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


More Data Variety—Better Predictive Models
• Increasing sources of 100% 100%
relevant data can boost
model accuracy
Model with “Big Data” and
hundreds -- thousands of input Naïve Guess or

Responders
variables including: Random
• Demographic data Model with 20 variables
• Purchase POS transactional
data Model with 75 variables
• “Unstructured data”, text &
comments Model with 250 variables
• Spatial location data
• Long term vs. recent historical
behavior
• Web visits
• Sensor data
• etc. 0% Population Size

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle R Advanced Analytics for Hadoop

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Oracle Communications Industry Data Model
Example Predictive Analytics Application

Pre-Built Predictive Models

• Fastest Way to Deliver Scalable


Enterprise-wide Predictive Analytics
• OAA’s clustering and predictions
available in-DB for OBIEE
• Automatic Customer Segmentation,
Churn Predictions, and Sentiment
Analysis

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


New Features

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle Data Miner 4.1
New Features
• JSON Query node

JSON Query node extracts BDA data


via External Tables and parses out
JSON data type and assembles data
for data mining
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Oracle Data Miner 4.1
New Features
• Oracle Data Miner Workflow API to Manage, Schedule and Run
Workflows CONNECT DMUSER/DMUSER
SET SERVEROUTPUT ON DECLARE
– PL/SQL APIs to enable v_jobId VARCHAR2(30) := NULL;
applications to execute v_status
v_projectName
VARCHAR2(30) := NULL;
VARCHAR2(30) := 'Project';
workflows immediately v_workflow_name VARCHAR2(30) := 'build_workflow';
or schedule them v_node
v_run_mode
VARCHAR2(30) := 'MODEL_COEFFCIENTS';
VARCHAR2(30) := ODMRSYS.ODMR_WORKFLOW.RERUN_NODE_PARENTS;
– Oracle Scheduler for v_failure
v_nodes
NUMBER := 0;
ODMRSYS.ODMR_OBJECT_NAMES := ODMRSYS.ODMR_OBJECT_NAMES();
scheduling functionality BEGIN
v_nodes.extend();
– ODMr repository views can v_nodes(v_nodes.count) := v_node;
v_jobId := ODMRSYS.ODMR_WORKFLOW.WF_RUN(p_project_name => v_projectName,
be queried for project and p_workflow_name => v_workflow_name,
workflow information p_node_names => v_nodes,
p_run_mode => v_run_mode,
– Applications can monitor p_start_date => '31-DEC-14 12.00.00 AM AMERICA/NEW_YORK',
p_repeat_interval => 'FREQ=MONTHLY;BYMONTHDAY=-1',
workflow execution and p_end_date => '31-DEC-15 12.00.00 AM AMERICA/NEW_YORK');
DBMS_OUTPUT.PUT_LINE('Job: '||v_jobId);
query generated results

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |


Oracle R Advanced Analytics for Hadoop
Algorithms and Functions

Copyright © 2015 Oracle and/or its affiliates. All rights reserved. | Oracle Internal - Proprietary 40
OAA Links and Resources
• Oracle Advanced Analytics Overview:
– OAA presentation— Big Data Analytics in Oracle Database 12c With Oracle Advanced Analytics & Big Data SQL
– Big Data Analytics with Oracle Advanced Analytics: Making Big Data and Analytics Simple white paper on OTN
– Oracle Internal OAA Product Management Wiki and Workspace
• YouTube recorded OAA Presentations and Demos:
– Oracle Advanced Analytics and Data Mining at the YouTube Movies
(6 + OAA “live” Demos on ODM’r 4.0 New Features, Retail, Fraud, Loyalty, Overview, etc.)
• Getting Started:
– Link to Getting Started w/ ODM blog entry
– Link to New OAA/Oracle Data Mining 2-Day Instructor Led Oracle University course.
– Link to OAA/Oracle Data Mining 4.1 Oracle by Examples (free) Tutorials on OTN
– Take a Free Test Drive of Oracle Advanced Analytics (Oracle Data Miner GUI) on the Amazon Cloud
– Link to OAA/Oracle R Enterprise (free) Tutorial Series on OTN
• Additional Resources:
– Oracle Advanced Analytics Option on OTN page
– OAA/Oracle Data Mining on OTN page, ODM Documentation & ODM Blog
– OAA/Oracle R Enterprise page on OTN page, ORE Documentation & ORE Blog
– Oracle SQL based Basic Statistical functions on OTN
– BIWA Summit’16, Jan 26-28, 2016 – Oracle Big Data & Analytics User Conference @ Oracle HQ Conference Center

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |


• Hands-on-Labs
• Customer stories, told by the customers
• Educational sessions by Practitioners and Direct from Developers
• Oracle Keynote presentations
• Presentations covering: Advanced Analytics, Big Data, Business Intelligence,
Cloud, Data Warehousing and Integration, Spatial and Graph, SQL
• Networking with product management and development professionals

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |


Faster than a Mouse:
Turn Data Mining Strategy into Action
Miguel Barrera, Director of Risk Analytics, Fiserv Inc.
Julia Minkowski, Risk Analytics Manager, Fiserv Inc.
Risk Analytics @ Fiserv Electronic Payments

• We prevent $200M in losses every year using data to monitor,


understand and anticipate fraud

• We manage risk for $30BB in transfers, servicing 2,500+ financial


institutions, including the 27 of the top 30 banks in the US

• A department of 6 people, we operated in start-up mode until we


were acquired in 2011 by Fiserv

• We build our risk models, supervise their installation & develop the
next-generation of strategies for risk mitigation

© 2014 Fiserv, Inc. or its affiliates.


What is special about Fraud Prevention?

• Fraud is performed by organized criminal groups


using sophisticated technologies and logistics

• Hard to detect: target has low frequency (2 in 10,000)

• Misclassification is expensive Fraud prevention


 $ Losses if you fail to detect fraud is a great field for
 60% increase in customer attrition if you miss-classify the application of
predictive
analytics
• The environment changes fast, so you need to adapt
quickly
© 2014 Fiserv, Inc. or its affiliates.
Evolution of Model Deployment

1 day to estimate and


3 months deploy
to run & deploy Logistic 1 week to Trees + GLM models (using
Regression estimate, 1 Oracle Advanced Analytics)
(using SAS) week to
1 month
to estimate and deploy install rules
Trees and GLM in online
application

2008 2010 2013 2015


© 2014 Fiserv, Inc. or its affiliates.
Lessons we learned for our business

• Complex methods were hard to deploy


because they required large investments in
infrastructure and translation time

• Once we created good predictive attributes,


simple methods (Trees, GLM) were almost as
good as complex estimates (ensemble,
gradient descent)

© 2014 Fiserv, Inc. or its affiliates.


What to Do?

• Option 1: Get a bigger door  +


(Netezza/ Hadoop / Pivotal )

• Option 2: Shrink the Elephant 


Install Simpler Algorithms

© 2014 Fiserv, Inc. or its affiliates.


Analytics Software + Infrastructure
Looking for a cost-effective way to migrate our modeling requirements from other
vendors to a scalable infrastructure: IBM/ Spark

• We stopped replicating
data into other software
tables

• We integrated all
Cost

preprocessing for the


models into the DB

• We installed OAA
analytics for model
development and
integrated R during 2014

© 2014 Fiserv, Inc. or its affiliates.


Why we like Oracle Advanced Analytics:

Accuracy
• The loss reduction from timely deployment (hours) compensates for
the small increase of highly complex models

Agility
• No data transfer needed (in-database)
• New opportunities to combine structured data with unstructured data

Scalability
• The integration with our DB replication makes re-fit inexpensive
• The same algorithm can scale-up for all other clients

© 2014 Fiserv, Inc. or its affiliates.


Data Miner Survey 2015 by Rexer Analytics
While 6 out 10 data miners report the data is available for analysis within days of
capture, the time to deploy the models takes substantially longer. For 60% of the
respondents the deployment time will range between 3 weeks and 1year.
Everyone
forgets about
deployment –
but is most
important
component!

© 2014 Fiserv, Inc. or its affiliates.


In Fraud-Mitigation Speed is the Key
How long can you wait to deploy a solution?

© 2014 Fiserv, Inc. or its affiliates.


The Value of Time
Traditional Analytics Oracle Advanced Analytics

Data Import

Data Mining
Model “Scoring”

Data Prep. &


Transformation avings
Data Mining
Model Building

Data Prep &


Transformation

Model “Scoring”
Data Extraction Embedded Data Prep
Model Building
Data Preparation

Hours, Days or Weeks Secs, Mins or Hours

© 2015, Oracle Corporation © 2014 Fiserv, Inc. or its affiliates.


Accuracy / Agility vs. Cost to Deploy

• Pick the best combination of:


• Less days to deployment
• High model accuracy
• Lower Cost

Application Deploy (Days) Accuracy Total Cost


SAS Server 3 0.92 x5
ODM 1 0.90 1
SAS Ba s e 15 0.83 30%
Angos s 12 0.85 10%

© 2014 Fiserv, Inc. or its affiliates.


Time to Fit & Deploy

© 2014 Fiserv, Inc. or its affiliates.


How we have leveraged the Oracle-R interface

Expand Data Exploration and Visualization


1. Chart and store the results of existing procedures in the DB
2. Run R matrices for visualization of variable densities

Model Fitting
1. Transport R models and legacy code from desktops to the DB
2. All the model documentation stays in the DB and access is public

Deployment
1. Run process directly from PL/SQL and visualize in the application
2. Call R models from stored procedures for scoring and direct action

© 2014 Fiserv, Inc. or its affiliates.


OAA+ R Improves Exploration and Visualization
Chart and store the results of existing
procedures in the DB

1. We process routines in R and save


images in DB

2. We removed the memory size constraint


that made R-methods and plots
impractical

3. Allowed to integrate leverage our DBAs


and add them to the modeling team

© 2014 Fiserv, Inc. or its affiliates.


Fit from SQL Developer and Store in DB
• Wrap the script around your
existing R code, just like you would
with an existing R function
• The server stores the script in a
table that you can call and just
assemble the code dynamically to
fit your models
• The SQL access allow you to
preprocess information and sub-set
your data as part of SQL calls in
screen or procedures, so you can
seamlessly integrate into your
exploration or production scoring
processes.

© 2014 Fiserv, Inc. or its affiliates.


Store the results directly in the Database

• ggplot creates a chart, prints it to the output, then the


query runs the script and retrieves the output as an
image
• You can wrap a procedure and just run the analysis and
store the output directly into a table in the DB
© 2014 Fiserv, Inc. or its affiliates.
Store models, data and performance in the DB

© 2014 Fiserv, Inc. or its affiliates.


Turning Data Mining
Strategy into Action
Stakeholders: Everyone has different incentives
Business Manager

IT Manager Data Scientist


• Preserve Service Level
Agreement
• Reduce Operational Risk
• Preserve Budget

© 2014 Fiserv, Inc. or its affiliates.


Conflict of Interests?

Cannot agree on success factors?


Wonder why…?

© 2014 Fiserv, Inc. or its affiliates.


Managing the Quants

• Define clearly the objective and constraints


• Implement SMART* goal setting
• Get familiar with basic analytics concepts

• Establish a time-line for delivery  then multiply x 2


• Make sure you understand enough to explain to other
executives… you will champion this initiative and
negotiate the budgets

Source: Davenport, Tom (2013), “Keep up with your quants", Harvard Business Review, Issue July-August 2013

© 2014 Fiserv, Inc. or its affiliates.


Take Care of Business (tips for Data Scientists)
• Communicate clearly business level information
• When and what is the expected result
• Present the key concept in 2 phrases
• Avoid technical language for communication
• If asked for more details, then present the “How”

• Provide a Business Dashboard


• Provide the $$ metrics profit/loss reduction
• Show the impact of algorithms deployed / provided
• Current vs. Historical

• Pick the right model - the model that maximizes the ROI

Source: Davenport, Tom (2013), “Keep up with your quants", Harvard Business Review, Issue July-August 2013

© 2014 Fiserv, Inc. or its affiliates.


Tracking Performance: Dashboard
Our dashboards tracked the key performance metrics:
• Historical Trends for Fraud Rates and Losses (Business KPI)
• Percentage of Transfers affected by Risk Mitigation (Business KPI)
• % of population affected by policy and % of fraud prevented (KPI for Analytics)
• Fraud detection rates for rules installed (KPI for Analytics)

© 2014 Fiserv, Inc. or its affiliates.


Key Takeaways
On Fraud Modeling
• When choosing the tools for fraud management, speed is a critical factor
• Oracle Advance Analytics provided a fast and flexible solution for model building,
visualization and integration with production processes
• The additional interface with R has allowed the group to leverage the skillset for both
the analytics and data management team, accelerating adoption across our group

Turning Strategy into Action


• Involving the key stakeholders early in the process maximizes your chance for
success. Once you have aligned the incentives for the team, selecting the appropriate
techniques, tools and infrastructure becomes much simpler
• For data scientists it is important to select their models and projects based on the
expected business impact and to translate their findings into the relevant metrics

© 2014 Fiserv, Inc. or its affiliates.


If you have further questions or comments,
please contact:

Miguel.Barrera@fiserv.com
Julia.Minkowski@fiserv.com

69 © 2014 Fiserv, Inc. or its affiliates.

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