Data Mining and Business Analytics in Knowledge Services

  • TIM 209: (ISM 209): Data Mining and Business Analytics in Knowledge Services with a special focus on Digital Online Advertising and Healthcare

Slides and class schedule are available from:


 Please email James.Shanahan ATATAT for access key.




Welcome to TIM 209 (formerly known as ISM 209). ISM209 is scheduled for Wednesdays 6-9:30pm (First class on Wednesday, September 28, 2011).

Please contact me directly at James DOT Shanahan AT if you have any questions.

I look forward to seeing you all next Wednesday when we kickstart this class.


Have you ever wondered about the follow big data analytics problems:

  • How $1 Million was won for a movie recommender  (Netflix Prize)

  • How to win $3 Million for a healthcare prediction problem
  • How online advertising (a $65 billion industry worldwide) works?
  • How a search engine (such as Google, Bing) figures out which documents to show in response to a search query
  • How does Facebook suggest new friends? Which items get posted to your wall?

This class will focus on on connecting theory with reality in the field of big data analytics (with a particular emphasis on answersing some of the above questions); each lecture will be a composition of theory, geometry and code (R primarily), and example problems.


Course Outline

Here is a tentative list of topics to be covered. These topics may change as the quarter progresses.






Course Logistics

The UCSC campus classroom is Engineering 2, room 192.
Directions to UCSC campus:

It will be telecast between the new UCSC Silicon Valley location; 2505 Augustine Drive Santa Clara (Conference Room 108).

Yahoo Maps can be found here

UCSC (Engineering 2, room 192); UCSC Silicon Valley (Room 108)


Bio Dr. James G. Shanahan
Jimi has spent the last 22 years developing and researching cutting-edge information management systems that harness machine learning, information retrieval, and linguistics. During the summer of 2007, he started a boutique consultancy (Church and Duncan Group Inc.,  in San Francisco) whose major goal is to help companies leverage their vast repositories of data using statistics, machine learning, optimisation theory and data mining for big data applications (billions of examples) in areas such as web search, local and mobile search, and online advertising. Church and Duncan Group's clients include Adobe, AT&T Interactive,, eBay,,,, and In addition, Jimi has been affiliated with the University of California at Santa Cruz since 2009 where he teaches a sequence of courses on big data analytics (ISM 209, 250 and 251). He advises several high-tech startups in the Silicon Valley Area and is executive VP of science and technology at Irish Innovation Center (IIC). He has served as a fact and expert witness.

Prior to starting Church and Duncan Group Inc., Jimi was Chief Scientist and executive team member at Turn Inc. (an online ad network that has recently morphed to a demand side platform).  Prior to joining Turn, Jimi was Principal Research Scientist at Clairvoyance Corporation where he led the Knowledge Discovery from Text Group. Before that he was a Research Scientist at Xerox Research Center Europe (XRCE) where he co-founded Document Souls. In the early 90s, he worked on the AI Team within the Mitsubishi Group in Tokyo.

He has published six books, over 50 research publications, and 15 patents  in the areas of machine learning and information processing. Jimi chaired CIKM 2008 (Napa Valley), co-chaired International Conference in Weblog and Social Media (ICWSM) 2011 in Barcelona, and will be the PC co-chair of ICWSM 2012 (Dublin). He is a regularly invited to give talks at international conferences and universities around the world. Jimi received his Ph.D. in engineering mathematics from the University of Bristol, U. K. and holds a bachelor of science degree from the University of Limerick, Ireland. He is a Marie Curie fellow and member of IEEE and ACM. In 2011 he was selected as a  member of the Silicon Valley 50 (Top 50 Irish Americans in Technology).

Instructors and Assistants