Chase Gets High-Performance Analytics

Nobody wants to be in the position of trading speed for accuracy of analytical work, but sometimes, you don't have much choice. The business has questions it wants answered, and you need to deliver -- the sooner the better.

Problem is, "as you're enabling more and more data to become usable, there are more and more questions being asked," Chris Gifford, senior vice president of customer analytics at JPMorgan Chase, recounted during yesterday's "The Big Reveal: What's Your Data Telling You?" session at SAS Global Forum Executive Conference 2013. Maybe the organization no longer wants to know about customer behavior in aggregate, for example, but on an individualized basis -- taking into account all touch points.

Chris Gifford,
Chris Gifford,

And so, you may well find yourself waiting... and waiting... and waiting for your answers as your models chug through all those bits and bytes. And then you may find yourself doing things that go against best-practices wisdom.

You might, as did the Chase customer analytics group Gifford heads, decide to select only some rows in your database to model rather than using all rows. Or, you might only look at some attributes and restrict others, or settle on one algorithm rather than test multiple algorithms to figure out the best solution to a problem. And maybe you wouldn't do quite as much testing of your model as you really ought, explained Gifford, who also told some of the Chase story during Sunday night's combined opening session for the SAS Global Forum 2013 and the executive conference, both taking place in San Francisco this week (watch the session here on demand).

At Chase, Gifford said he knew he needed to figure out a way that would let his analytics team stop cutting corners.

With a goal of increasing the speed and accuracy of the customer analytics models, Gifford said he began investigating high-performance computing solutions, like SAS High-Performance Analytics (HPA), that would streamline the time required for modeling runs. When first seeing SAS HPA in action, Gifford admitted he was a bit skeptical. "Could it really run fast with our models and our data?" he recalled thinking.

The proof-of-concept testing answered with a definitive, "Yes."

During that testing, his team ran a number of its traditional models. One, a risk model for its mortgage business, had been taking about 160 hours -- nearly one full week -- to complete. HPA testing showed the same model, with the same data, running in about 84 seconds. A credit risk model, which took 14 hours using the traditional SAS approach, ran in 180 seconds on HPA, Gifford said.

Needless to say -- although he did -- "those kinds of improvements are fantastic." And with them, we suddenly have options again, he added.

You can continue to chase the efficiencies. You can do more models per statistician per day or week. But you can improve your accuracy if you're willing to trade off some of that newfound speed. You can test additional algorithms or increase the sample counts -- more rows, more columns, perform more tests.
HPA has significantly improved the speed -- 200 times and 100 times performance improvements in the case of the two examples Gifford cited -- while improving accuracy. That's of no small significance for a financial institution the size of Chase. As he noted, "as we reduce the type one and type two errors for this kind of use case, it turns us into being able to say yes to more of the good guys and no to more of the bad guys -- so, yes, there are very big impacts."

At the end of the day, bringing data down to all these servers gives modelers the chance to rethink how they do things, too, he added. "The speed gets them ahead."

In fact, traditional business analytics speeds aren't going to cut it in the future. "As you keep moving more and more data to the edge of real-time decision making, you have to engage in this process."

Are you ready for HPA? Share below.

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Beth Schultz, Editor in Chief

Beth Schultz has more than two decades of experience as an IT writer and editor.  Most recently, she brought her expertise to bear writing thought-provoking editorial and marketing materials on a variety of technology topics for leading IT publications and industry players.  Previously, she oversaw multimedia content development, writing and editing for special feature packages at Network World. In particular, she focused on advanced IT technology and its impact on business users and in so doing became a thought leader on the revolutionary changes remaking the corporate datacenter and enterprise IT architecture. Beth has a keen ability to identify business and technology trends, developing expertise through in-depth analysis and early adopter case studies. Over the years, she has earned more than a dozen national and regional editorial excellence awards for special issues from American Business Media, American Society of Business Press Editors,, and others.

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Re: Accuracy over speed
  • 4/30/2013 3:30:47 PM


In order to be fair to the points made in the post - I'll really have to read it more critically.  I also have to think through your comments (though the question you raise about speed of awareness is obviously important; and it brings to mind the related issue of false positives). 

It does seem, though, that there is a healthy regard for prudence in leveraging inferences drawn from analytics, expressed by most of those frequenting this site.  I don't see that same level of discretion among other sample populations - where arguments about adverse consequences are either less well understood, or are trivialized as not relevant to new realities.  

Re: Accuracy over speed
  • 4/30/2013 2:48:01 PM


Avinash Kaushik, a well known web analytics practioner, noted the trade off between accuracy and precision. The comparison complements your comment about the principles that serve well even if augments to the contrary are posed in a novel form.  Precision is preferred over accuracy, even if the intent is not what was expected. The reason is because of repeatability, being able to at least repeat an experience, and allowing our minds to organize the process and analyze it further.  Speed and accuracy, however, introduces some interesting scenarios in either case. Is it better to faster know a problem vs zeroing in on an error even if the time arc differs.

Re: Accuracy over speed
  • 4/30/2013 2:34:07 PM

Well but wouldn't you realize the error that much faster than waiting a week for a running model to complete and see the error?  Speed and accuracy are not easily balanced.

Re: Accuracy over speed
  • 4/30/2013 2:32:02 PM


Faced with the alternatives between your position and one which suggests the risks to get some indication quickly trumps other concerns - my considered opinion aligns with yours.

Curiously, I have to admit to giving the issue as presented only a cursory review (haven't looked at any of the links provided, or even taken the time to read the post carefully); so I've opted for speed over accuracy.  Yet, I've given the base arguments (as encountered in a number of presentations and discussions), considerable thought - enough to establish in my mind the value of the principle you and I share, in this regard. 

What I just said may seem a contradiction; but I don't think it is.  What it suggests to me is that there are principles which can serve us well, even in instances where arguments to the contrary are posed in a novel form.  If we sense that a proposal suggests that speed is more important than accuracy, our principle keeps us from being taken in.  At the same time, we can hold to that principle, yet be open to persuasion that the argument is actually suggesting a means to improve speed without risking misinformation - the world can always use a better mousetrap. 

In support of our principle, we have last week's Wall St. flash-crash, as an example of the what can go wrong when speed trumps accuracy. 

Accuracy over speed
  • 4/30/2013 1:26:30 PM

One more thing I would like to add is that if ever a compromise needs to be made, it should be made on speed and not accuracy. What if you get an answer that is misleading but you receive it an hour earlier; it wouldn't help.

No trade offs
  • 4/30/2013 12:44:21 PM

I totally agree that trade offs between speed and accuracy are not acceptable these days. With constant research going on this field, it is highly unlikely that a solution isn't available to fulfill the business's need for high performance analytics and an application developer is the one who looses out if it isn't meeting the user's needs because there is someone out there who has a solution.

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