Pres DB Data Mining 10gr2 0806

“This presentation is for informational purposes only and may not be incorporated into a contract or agreement.
”
The following is intended to outline our general product direction. It
is intended for information purposes only, and may not be
incorporated into any contract. It is not a commitment to deliver any
material, code, or functionality, and should not be relied upon in
making purchasing decision. The development, release, and timing
of any features or functionality described for Oracle’s products
remains at the sole discretion of Oracle.
Copyright © 2006 Oracle Corporation
Oracle 10g DB
Data Warehousing
ETL
<Insert Picture Here>
OLAP Statistics
Data Mining
Oracle In-Database Advanced Analytics

Statistics, Data Mining, Text Mining, & More!
Charlie Berger
Sr. Dir. Product Management, Life & Health Sciences Industry & Data Mining Technologies
Oracle Corporation
charlie.berger@oracle.com
Agenda
Oracle 10g DB
• Oracle Data Mining Overview Data Warehousing
• Demos ETL
• Oracle Data Mining OLAP Statistics
• Integration with Oracle BI EE Data Mining
• Spreadsheet Add-in for Predictive Analytics

• Text Mining
• Code Generation Release
• In-Database Analytics Example
• Comparison to SAS
• Partners
• Summary

The Evolving Role of BI
From: To:
Analysts Pervasive use
Historical data Real-time, predictive data
Fragmented view Unified, enterprise view
Reporting results Insight-driven business

process optimization
Analytic tools Unified infrastructure &
prebuilt analytic solutions

Oracle Business Intelligence
Know More, Do More, Spend Less!
REGION
Oracle 10g DB PRODUCT
TIME
Query & Reporting Data Warehousing

Drill for Detail
Oracle BI Solution OLAP Option
ETL
BI Beans Spreadsheet Add-In
Oracle Reports OLAP Statistics
Data Mining
Mine for New Insights

Oracle Data Mining Option
Access & Assemble Data Spreadsheet Add-In
Oracle Warehouse Builder Statistics
Text Mining

What is Data Mining?
• Process of sifting through massive amounts
of data to find hidden patterns and discover
new insights
• Data Mining can provide valuable results:

• Identify factors more associated with a target
attribute (Attribute Importance)
• Predict individual behavior (Classification)
• Find profiles of targeted people or items
(Decision Trees)
• Segment a population (Clustering)
• Determine important relationships with the
population (Associations)
• Find fraud or rare “events” (Anomaly Detection)

Business Intelligence & Analytics
Query
and Reporting OLAP Data Mining
Extraction of Summaries, Knowledge discovery
detailed and trends and of hidden patterns
roll up data forecasts
“Information” “Analysis” “Insight & Prediction”
Who purchased What is the Who will buy a mutual

mutual funds in average fund in the next 6
the last 3 years? income of months and why?
mutual fund
buyers, by
region, by year?

Example Data Mining Applications
Financial Services Database Marketing
– Combat attrition (churn) – Buy product x
– Fraud detection – More targeted & successful
– Loan default (Basel II) campaigns
– Identify selling opportunities – Identify cross-sell & up-sell
opportunities
Telecommunications Insurance, Government
– Identify customers likely to leave – Flag accounting anomalies
Target highest lifetime value (Sarbanes-Oxley)
customers – Reduce cost of investigating
– Identify cross-sell opportunities suspicious activity or false claims
Retail Life Sciences

– Loyalty programs – Find factors associated with
– Cross-sell healthy or unhealthy patients
– Discover gene and protein targets
– Market-basket analysis
– Identify leads for new drugs
– Fraud detection

Oracle Data Mining 10gR2
Oracle in-Database Mining Engine
• Oracle Data Miner (GUI)
• Simplified, guided data mining
• Spreadsheet Add-In for Predictive Analytics
• “1-click data mining” from a spreadsheet
• PL/SQL API & Java (JDM) API
• Develop advanced analytical applications
• Wide range of algorithms
• Anomaly detection
• Attribute importance
• Association rules
• Clustering
• Classification & regression
• Nonnegative matrix factorization
• Structured & unstructured data (text mining)
• BLAST (life sciences similarity search algorithm)
10g Statistics & SQL Analytics
FREE (Included in Oracle SE & EE)
• Ranking functions • Descriptive Statistics

• rank, dense_rank, cume_dist, percent_rank, ntile • average, standard deviation, variance, min, max, median
(via percentile_count), mode, group-by & roll-up
• Window Aggregate functions • DBMS_STAT_FUNCS: summarizes numerical columns
(moving and cumulative) of a table and returns count, min, max, range, mean,
• Avg, sum, min, max, count, variance, stddev, stats_mode, variance, standard deviation, median,
first_value, last_value quantile values, +/- n sigma values, top/bottom 5 values
• LAG/LEAD functions • Correlations

• Direct inter-row reference using offsets • Pearson’s correlation coefficients, Spearman's and
Kendall's (both nonparametric).
• Reporting Aggregate functions
• Sum, avg, min, max, variance, stddev, count, • Cross Tabs
ratio_to_report • Enhanced with % statistics: chi squared, phi coefficient,
Cramer's V, contingency coefficient, Cohen's kappa
• Statistical Aggregates
• Correlation, linear regression family, covariance • Hypothesis Testing
• Student t-test , F-test, Binomial test, Wilcoxon Signed
• Linear regression Ranks test, Chi-square, Mann Whitney test, Kolmogorov-
• Fitting of an ordinary-least-squares regression line Smirnov test, One-way ANOVA
to a set of number pairs.
• Frequently combined with the COVAR_POP,
• Distribution Fitting
COVAR_SAMP, and CORR functions. • Kolmogorov-Smirnov Test, Anderson-Darling Test, Chi-
Squared Test, Normal, Uniform, Weibull, Exponential
Note: Statistics and SQL Analytics are included in Oracle

• Pareto Analysis (documented)
Database Standard Edition • 80:20 rule, cumulative results table

metagroup.com
Copyright © 2004
META Group, Inc.
All rights reserved.
METAspectrum 60.1

In-Database Analytics
Advantages
Oracle 10g DB
• Data remains in the database at all Data Warehousing
times…with appropriate access security ETL
control mechanisms—fewer moving parts OLAP Statistics
• Straightforward inclusion within interesting Data Mining
and arbitrarily complex queries

• Real-world scalability—available for mission critical
appls
• Enabling pipelining of results without costly
materialization
• Scalable & Performant
• Real-time scoring 2.5 million records scored in 6 seconds
on a single CPU system

Customer References
"...Because Data Mining algorithms and the data are
housed together in the Oracle database, we don't have to
move huge data sets to external programs to run the
algorithms and learn something about our data…The fact
that it cost about 75 percent less than the leading
competitor didn't hurt either… "
--Tracy E. Thieret, Ph.D. Principal Scientist Xerox Innovation Group Imaging and
Solutions Technology Center
Walter Reed Medical Center

“…Using … Oracle Data Mining, medical researchers are
discovering trends and patterns that will improve the health
care for millions of people around the globe.”
--Dr. Carolyn Hamm, Director of Decision Support, Walter Reed Medical Center.
“Saving Lives with Oracle”
IRS
– Detecting taxpayer noncompliance

Customer References
"Oracle Data Mining will allow us to pinpoint the most

important attributes of law school applicants that
correlate to successful legal careers. We will mine our
applicant pool to seek our benefactors and trustees of
tomorrow, therefore these strategic tools are critical to
our long-term success. The security and scalability of
Oracle's in-database mining, as well as its seamless
integration with our business intelligence platform were
deciding factors in selecting Oracle over analytical
alternatives."
-- Tom Delaney, CIO New York University School of Law

Oracle 10g DB
Data Warehousing
ETL
<Insert Picture Here> Oracle Data Mining 10g
OLAP Statistics D E M O N S T R A T I O N
Data Mining

Oracle Data Mining Oracle Data Mining provides
summary statistical information
prior to data mining

Oracle Data Mining
Oracle Data Mining provides
model performance and
evaluation viewers
Oracle Data
Mining’s
Activity
Guides
simplify &
automate
data mining
for business
users

Oracle Data Mining
Apply model
viewers
Additional model
evaluation viewers

Example #1:
Simple, Predictive SQL
• Select customers who are more than 60% likely to

purchase a 6 month CD and display their marital
status
SELECT * from(
SELECT A.CUST_ID, A.MARITAL_STATUS,
PREDICTION_PROBABILITY(CD_BUYERS76485_DT, 1
USING A.*) prob
FROM CBERGER.CD_BUYERS A)
WHERE prob > 0.6;

Real-time Prediction
with
records as (select
178255 ANNUAL_INCOME,
0 CAPITAL_GAIN,
On-the-fly, single record
83
246
SAVINGS_BALANCE,
AVE_CHECKING_BALANCE,
apply with new data (e.g.
30 AGE, from call center)
'Bach.' EDUCATION,
'SelfENI' WORKCLASS,
'Married' MARITAL_STATUS,
'Sales' OCCUPATION,
'Husband' RELATIONSHIP,
'White' RACE,
'Male' SEX,
70 HOURS_PER_WEEK,
'?' NATIVE_COUNTRY,
98 PAYROLL_DEDUCTION from dual)
select s.prediction prediction, s.probability probability
from (
select PREDICTION_SET(CD_BUYERS76485_DT, 1 USING *) pset
from records) t, TABLE(t.pset) s;

Real-time Prediction Multiple Models
¾ with records as (select
178255 ANNUAL_INCOME,
0 CAPITAL_GAIN,
83 SAVINGS_BALANCE,
246 AVE_CHECKING_BALANCE,
On-the-fly, single record
30 AGE,
'Bach.' EDUCATION,
'SelfENI' WORKCLASS,
apply with multiple
'Married' MARITAL_STATUS,
'Sales' OCCUPATION, models; sort by
'Husband' RELATIONSHIP,
'White' RACE,
'Male' SEX,
expected revenues
70 HOURS_PER_WEEK,
'?' NATIVE_COUNTRY,
98 PAYROLL_DEDUCTION from dual)
select t.*
from (
select 'CAR_MODEL' MODEL, s1.prediction prediction, s1.probability probability,
s1.probability*25000 as expected_revenue from (
select PREDICTION_SET(NBMODEL_JDM, 1 USING *) pset
from records ) t1, TABLE(t1.pset) s1
UNION
select 'MOTOCYCLE_MODEL' MODEL, s2.prediction prediction, s2.probability probability,
select PREDICTION_SET(ABNMODEL_JDM, 1 USING *) pset
UNION
select 'TRICYCLE_MODEL' MODEL, s3.prediction prediction, s3.probability probability,
select PREDICTION_SET(TREEMODEL_JDM, 1 USING *) pset
UNION
select 'BICYCLE_MODEL' MODEL, s4.prediction prediction, s4.probability probability,
select PREDICTION_SET(SVMCMODEL_JDM, 1 USING *) pset
) t
order by t.expected_revenue desc;

Predictive Analytics: Explain
PL/SQL Package
BEGIN
DBMS_PREDICTIVE_ANALYTICS.EXPLAIN(
data_table_name => 'CD_BUYERS',
explain_column_name => 'CD_BUYER',
result_table_name => 'explain_result37');
END;
/
SELECT * FROM explain_result37;

Predictive Analytics: Predict
PL/SQL Package
SET serveroutput ON
DECLARE
v_accuracy NUMBER(10,9);
BEGIN
DBMS_PREDICTIVE_ANALYTICS.PREDICT (
ACCURACY => v_accuracy,
DATA_TABLE_NAME => 'CD_BUYERS',
CASE_ID_COLUMN_NAME => 'CUST_ID',
TARGET_COLUMN_NAME => 'CD_BUYER',
RESULT_TABLE_NAME => 'predict_result24');
DBMS_OUTPUT.PUT_LINE('Accuracy = ' || v_accuracy);

END;
/
SELECT * FROM predict_result24 WHERE rownum <= 100;

Example #2
Launch & Evaluate a Marketing Campaign
1.Given a previously select responder, cust_region, count(*) as cnt,

built response sum(post_purch – pre_purch) as tot_increase,
avg(post_purch – pre_purch) as avg_increase,
model,…predict stats_t_test_paired(pre_purch, post_purch) as
who will respond to significance
a campaign, from (
…and why select cust_name,
prediction(campaign_model using *) as responder,
2.…find out how sum(case when purchase_date < 15-Apr-2005 then
much each purchase_amt else 0 end) as pre_purch,
customer spent 3 sum(case when purchase_date >= 15-Apr-2005 then
purchase_amt else 0 end) as post_purch
months before and
from customers, sales, products@PRODDB
after the campaign where sales.cust_id = customers.cust_id
3.…how much for and purchase_date between 15-Jan-2005 and 14-Jul-2005
just DVDs? and sales.prod_id = products.prod_id
and contains(prod_description, ‘DVD’) > 0
4.Is the success group by cust_id, prediction(campaign_model using *) )
statistically group by rollup responder, cust_region order by 4 desc;
significant?

Oracle Data Mining
Algorithms & Example Applications
Attribute Importance
• Identify most influential attributes
for a target attribute
• Factors associated with high costs,
responding to an offer, etc. A1 A2 A3 A4 A5 A6 A7
Classification and Prediction Income
• Predict customers most likely to: >$50K <=$50K

Gender Age
• Respond to a campaign or offer
M F >35 <=35
• Incur the highest costs Status Gender HH Size
• Target your best customers Married Single F M >4 <=4
Buy = 0 Buy = 1 Buy = 0 Buy = 1 Buy = 0 Buy = 1

• Develop customer profiles
Regression
• Predict a numeric value
• Predict a purchase amount or cost
• Predict the value of a home

Oracle Data Mining
Clustering
• Find naturally occurring groups
• Market segmentation
• Find disease subgroups
• Distinguish normal from non-normal behavior
Association Rules
• Find co-occurring items in a market basket
• Suggest product combinations
• Design better item placement on shelves
Feature Extraction
• Reduce a large dataset into representative
new attributes
• Useful for clustering and text mining
F1 F2 F3 F4

Oracle Data Mining
Text Mining
• Combine data and text for better models
• Add unstructured text e.g. physician’s notes to
structured data e.g. age, weight, height, etc., to
predict outcomes
• Classify and cluster documents
• Combined with Oracle Text to develop
advanced text mining applications e.g. Medline
BLAST ATGCAATGCCAGGATTTCCA
• Sequence matching and alignment
• Find genes and proteins that CTGCAAGGCCAGGAAGTTCCA
are “similar” ATGCGTTGCCAC…ATTTCCA
GGC..TGCAATGCCAGGATGACCA
ATGCAATGTTAGGACCTCCA

Oracle Data Mining 10g R2
Decision Trees
Problem: Find customers
likely to buy a new car and
• Decision Trees Income their profiles
• Classification
>$50K <=$50K
• Prediction
Gender Age
• Customer
“profiling”
M FF >35 <=35
Status Gender HH Size
Married Single F M >4 <=4
Buy = 0 Buy = 1 Buy = 0 Buy = 1 Buy = 0 Buy = 1
IF (Income >50K AND Gender=F AND Status >Single… ), THEN P(Buy Car=1)
Confidence= .77
Support = 250

Oracle Data Mining 10g R2
Anomaly Detection
Problem: Detect
• “One-Class” SVM Models rare cases
• Fraud, noncompliance
• Outlier detection
• Network intrusion detection
• Disease outbreaks
• Rare events, true novelty
X2
X1
X2
X1

Oracle Data Mining
Algorithm Summary 10gR2
Problem Algorithm Applicability

Classification Decision Tree Popular / Rules / transparency
Naïve Bayes Embedded app
Support Vector Machine Wide / narrow data
Adaptive Bayes Network Rules / transparency
Regression Support Vector Machine Wide / narrow data
Attribute reduction
Attribute Importance Minimum Description Identify useful data
Length (MDL) Reduce data noise
Market basket analysis
Association Rules Apriori Link analysis
Clustering Hierarchical K-Means Product grouping

Text mining
Hierarchical O-Cluster Gene and protein analysis
Text analysis
Feature Extraction NMF Feature reduction

Integration with Oracle BI EE
Oracle Data Mining results

available to Oracle BI EE
administrators
Oracle BI EE defines
results for end user
presentation

Likelihood to buy

Oracle Data
Mining reveals
important
relationships,
patterns,
predictions &
Create Categories insights to the
of Customers business users

Integration with Oracle Discoverer

Spreadsheet Add-In for Predictive Analytics
• Enables Excel
users to “mine”
Oracle or Excel
data using “one
click” Predict and
Explain predictive
analytics features
• Users select a table
or view, or point to
data in Excel, and
select a target
attribute

Oracle Data Mining & Oracle Text
• Oracle Data Mining
mines “text” to build
classification and
clustering models
• Oracle Text
(included in Oracle Database
Standard Edition)
preprocesses
unstructured text
• Handles large
volumes of
“documents” or text

Oracle 10g DB
Data Warehousing
ETL
<Insert Picture Here> Oracle Data Miner 10gR2
OLAP Statistics
Code Generation Release
Data Mining

Oracle Data Miner (gui)
10gR2 Summer OTN Release
• PL/SQL code
generation for
Mining Activities





Oracle 10g DB
Data Warehousing
ETL
In-Database Analytics
<Insert Picture Here>
OLAP Statistics Example
Data Mining

Example #1
Test a Marketing Campaign
• Given a previously built response model

(classification), …predict who will respond to
the campaign, …and why

Example #1
Predict Responders
select cust_name,
prediction(campaign_model using *)
as responder,
prediction_details(campaign_model using *)
as reason
from customers;

Example #1
Combine with Relational Data
• In addition to predicting responders, …find

out how much each customer has spent
for a period of 3 months before and after
the start of the campaign

Example #1
Combine with Relational Data
select cust_name,
prediction(campaign_model using *) as
responder,
sum(case when purchase_date < 15-Apr-2005 then
purchase_amt else 0 end) as pre_purch,
sum(case when purchase_date >= 15-Apr-2005
then
from customers, sales
where sales.cust_id = customers.cust_id
and purchase_date between 15-Jan-2005 and 14-Jul-
2005
group by cust_id, prediction(campaign_model using *);

Example #1
Multi-Domain, Multi-DB data
• In addition to predicting responders, …find

out how much each customer has spent on
DVDs for a period of 3 months before and
after the start of the campaign

Example #1
Multi-Domain, Multi-DB data
select cust_name,
sum(case when purchase_date >= 15-Apr-2005 then
and purchase_date between 15-Jan-2005 and 14-Jul-2005
and sales.prod_id = products.prod_id
group by cust_id, prediction(campaign_model using *);

Example #1
Test Effectiveness / Significance
• In addition to predicting responders, find out how

much each customer has spent on DVDs for a
period of 3 months before and after the start of
the campaign, and…
• …Compare the success rate of predicted
responders and non-responders within different
regions and across the company
• Is the success statistically significant?

Example #1
Test Effectiveness / Significance
select responder, cust_region, count(*) as cnt,
sum(post_purch – pre_purch) as tot_increase,
avg(post_purch – pre_purch) as avg_increase,
stats_t_test_paired(pre_purch, post_purch) as
significance
from (
select cust_name,
sum(case when purchase_date >= 15-Apr-2005 then
and purchase_date between 15-Jan-2005 and 14-Jul-2005
and sales.prod_id = products.prod_id
group by cust_id, prediction(campaign_model using *) )
group by rollup responder, cust_region order by 4 desc;

Analytics vs.
1. In-Database Analytics Engine 1. External Analytical Engine
Basic Statistics (Free) Basic Statistics
Data Mining Data Mining
Oracle 10g DB
Text Mining Text Mining (separate: SAS EM for Text)
Data Warehousing
Advanced Statistics
ETL
2. Development OLAP Statistics 2. Development

Platform Data Mining Platform
Java (standard) SAS Code (proprietary)
SQL (standard)
J2EE (standard)
3. Costs (ODM: $20K cpu) 3. Costs (SAS EM: $150K/5 users)
Simplified environment Annual Renewal Fee
(~40% each year)
Single server
Security

PL/SQL vs. PROC
DBMS_DATA_MINING Example SAS PROC GENMOD Example
data file1;
input year $ dose $ reject $
BEGIN count;
DBMS_DATA_MINING.CREATE_MODEL(
model_name =>‘nb_model’, cards; <1973 <3.0 yes 4
mining_function => <1973 >=3.0 yes 2
dbms_data_mining.classification, <1973 <3.0 no 9 ..
data_table_name => ‘nb_bld’, run;
case_id_column_name => ‘id’,
/* Fit a logistic regression
target_column_name =>‘churn’);
model using PROC GENMOD */
DBMS_DATA_MINING.APPLY(
model_name =>‘nb_model’, proc genmod;
data_table_name => ‘nb_score’, class dose year;
case_id_column_name => ‘id’); freq count;
END; model reject = dose year /
/
error=bin link=logit type3;
make 'parmest' out=parmest;
run;

Advanced Analytics Partners

Benefits of Oracle’s Approach
In-Database Analytics Benefit
• Platform for Analytical • Eliminates data movement and
Applications security exposure
• Fastest: DataÆInformation
• Wide range of data mining • Supports most analytical

algorithms & statistical problems
functions
• Runs on multiple platforms • Applications may be developed
and deployed
• Built on Oracle Technology • Grid, RAC, integrated BI,…

• SQL & PL/SQL available
• Leverage existing skills

Oracle Advanced Analytics Oracle 10g DB
• Know More! Data Warehousing
ETL
• Leverage your data, discover new hidden
OLAP Statistics
information and valuable insights, and make
predictions Data Mining
• Do More!
• Build applications that automate the extraction and dissemination
of data mining’s insights
• Move from “End User Tool” to “Enterprise BI Application”
• Spend Less!
• Option to Oracle 10g Database Enterprise Edition
• Eliminates need for redundant data, new servers, new software,
and new support skills/resources

For More Information…
Oracle Business Intelligence Solutions

• oracle.com/bi
Oracle Data Mining 10g

• oracle.com/technology/products/bi/odm/index.html

Q U E S T I O N S
A N S W E R S
“This presentation is for informational purposes only and may not be incorporated into a contract or agreement.”

Pres DB Data Mining 10gr2 0806

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“This presentation is for informational purposes only and may not be incorporated into a contract or agreement.

Oracle In-Database Advanced Analytics

• Oracle Data Mining OLAP Statistics

• Integration with Oracle BI EE Data Mining

• Spreadsheet Add-in for Predictive Analytics

Copyright © 2006 Oracle Corporation

Historical data Real-time, predictive data

Fragmented view Unified, enterprise view

Reporting results Insight-driven business

Copyright © 2006 Oracle Corporation

Query & Reporting Data Warehousing

Mine for New Insights

Copyright © 2006 Oracle Corporation

• Data Mining can provide valuable results:

Copyright © 2006 Oracle Corporation

“Information” “Analysis” “Insight & Prediction”

Who purchased What is the Who will buy a mutual

Copyright © 2006 Oracle Corporation

Retail Life Sciences

Copyright © 2006 Oracle Corporation

• Ranking functions • Descriptive Statistics

• LAG/LEAD functions • Correlations

Note: Statistics and SQL Analytics are included in Oracle

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

times…with appropriate access security ETL

control mechanisms—fewer moving parts OLAP Statistics

• Straightforward inclusion within interesting Data Mining

and arbitrarily complex queries

Copyright © 2006 Oracle Corporation

Walter Reed Medical Center

Copyright © 2006 Oracle Corporation

"Oracle Data Mining will allow us to pinpoint the most

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

• Select customers who are more than 60% likely to

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

DBMS_OUTPUT.PUT_LINE('Accuracy = ' || v_accuracy);

SELECT * FROM predict_result24 WHERE rownum <= 100;

Copyright © 2006 Oracle Corporation

1.Given a previously select responder, cust_region, count(*) as cnt,

Copyright © 2006 Oracle Corporation

• Predict customers most likely to: >$50K <=$50K

• Target your best customers Married Single F M >4 <=4

Buy = 0 Buy = 1 Buy = 0 Buy = 1 Buy = 0 Buy = 1

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

Status Gender HH Size

Married Single F M >4 <=4

Buy = 0 Buy = 1 Buy = 0 Buy = 1 Buy = 0 Buy = 1

Copyright © 2006 Oracle Corporation

Copyright © 2006 Oracle Corporation

Problem Algorithm Applicability

Support Vector Machine Wide / narrow data

Adaptive Bayes Network Rules / transparency