AI and Machine Learning Get Marketers One Step Closer to Relevance at Scale - Build What's Next

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AI and Machine Learning Get Marketers One Step Closer to Relevance at Scale

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Explainer

What is BigQuery?

BigQuery is Google Cloud’s enterprise data warehouse designed to help you ingest, store, analyze, and visualize big data with ease.

Organizations rely on data warehouses to aggregate data from disparate sources, process it, and make it readily available for data analysis that supports their strategic decision-making.

You can ingest data into BigQuery either through batch uploading or streaming data directly to deliver real-time insights.

As a fully-managed data warehouse, Google takes care of the infrastructure so you can focus on analyzing your data up to petabyte scale.

BigQuery supports the same Structured Query Language, or SQL, for analyzing your data, which you may be familiar with if you’ve worked with ANSI-compliant relational databases in the past.

If you’re looking to create machine learning models using your enterprise data, you can do so with BigQuery ML.

With only a few lines of SQL, you can train and execute models on your BigQuery data without needing to move it around.

When it comes time to visualize your data, BigQuery integrates with Looker, as well as several other business intelligence tools across our partner ecosystem.

Now, how do you use BigQuery?

Luckily, it’s straightforward to get up and running with BigQuery.

After creating a GCP project, you can immediately start querying public data sets, which Google Cloud hosts and makes available to all BigQuery users, or you can load your own data into BigQuery to analyze.

Interacting with BigQuery to load data, run queries, or even create ML models can be done in three different ways.

First is by using the UI and the Cloud Console. Second is by using the BigQuery command line tool. And third is by making calls to the BigQuery API, using client libraries available in several languages.

BigQuery is integrated with Google Cloud’s Identity and Access Management Service so you can securely share your data and analytical insights across the organization.

What does it cost to use BigQuery?

With BigQuery, you pay for storing and querying data and streaming inserts.

Loading and exporting data are free of charge.

Storage costs are based on the amount of data stored and have two rates based on how often the data is changing.

Query costs can be either on demand, meaning you are charged per query by the amount of data processed, or flat rate for customers who want to purchase dedicated resources.

Case Study

Apollo24|7 partnered with Google Cloud to build the Clinical Decision Support System (CDSS) together

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Google Cloud is enabling organizations to solve complex problems with AI-powered solutions. Read to get a sneak peek at Apollo 24|7’s entity extraction solutions and the various Google AI technologies that were tested to form the technology stack.

Clinical Decision Support System (CDSS) is an important technology for the healthcare industry that analyzes data to help healthcare professionals make decisions related to patient care. The market size for the global clinical decision support system appears poised for expansion, with one study predicting a compound annual growth rate (CAGR) of 10.4%, from 2022 to 2030, to $10.7 billion.

For any health organization that wants to build a CDSS system, one key block is to locate and extract the medical entities that are present in the clinical notes, medical journals, discharge summaries, etc. Along with entity extraction, the other key components of the CDSS system are capturing the temporal relationships, subjects, and certainty assessments.

At Google Cloud, we know how critical it is for the healthcare industry to build CDSS systems, so we worked with Apollo 24|7, the largest multi-channel digital healthcare platform in India, to build the key blocks of their CDSS solution.

We helped them to parse the discharge summaries and prescriptions to extract the medical entities. These entities can then be used to build a recommendation engine that would help doctors with the “Next Best Action” recommendation for medicines, lab tests, etc.

Let’s take a sneak peek at Apollo 24|7’s entity extraction solutions, and the various Google AI technologies that were tested to form the technology stack.

Datasets Used

To perform our experiments on entity extraction, we used two types of datasets.

  1. i2b2 Dataset – i2b2 is an open-source clinical data warehousing and analytics research platform that provides annotated deidentified patient discharge summaries made available to the community for research purposes. This dataset was primarily used for training and validation of the models.
  2. Apollo 24|7’s Dataset – De-identified doctor’s notes from Apollo24|7 were used for testing. Doctors annotated them to label the entities and offset values.

Experimentation and choosing the right approach — Four models put to test

For entity extraction, both Google Cloud products and open-source approaches were explored. Below are the details:

  1. Healthcare Natural Language API: This is a no-code approach that provides machine learning solutions for deriving insights from medical text. Using this, we parsed unstructured medical text and then generated a structured data representation of the medical knowledge entities stored in the data for downstream analysis and automation. The process includes:
  • Extract information about medical concepts like diseases, medications, medical devices, procedures, and their clinically relevant attributes;
  • Map medical concepts to standard medical vocabularies such as RxNorm, ICD-10, MeSH, and SNOMED CT (US users only);
  • Derive medical insights from text and integrate them with data analytics products in Google Cloud.

The advantage of using this approach is that it not only extracts a wide range of entity types like MED_DOSE, MED_DURATION, LAB_UNIT, LAB_VALUE, etc, but also captures functional features such as temporal relationships, subjects, and certainty assessments, along with the confidence scores. Since it is available on Google Cloud, this offers long-term product support. It is also the only fully-managed NLP service among all the approaches tested and hence, it requires the least effort to implement and manage.

But one thing to keep in mind is that since the Healthcare NL API offers natural language models that are pre-trained, it currently cannot be used for custom entity extraction models trained using custom annotated medical text or to extract custom entities. This has to be done via AutoML Entity Extraction for Healthcare, another Google Cloud service for custom model development. Custom model development is important for adapting the pre-trained models to new languages or region-specific natural language processing, such as medical terms whose use may be more prevalent in India than in other regions

  1. Vertex AutoML Entity Extraction for Healthcare: This is a low-code approach that’s already available on Google Cloud. We used AutoML Entity Extraction to build and deploy custom machine learning models that analyzed documents, categorized them, and identified entities within them. This custom machine learning model was trained on the annotated dataset provided by the Apollo 24|7 team.

The advantage of AutoML Entity Extraction is that it gives the option to train on a new dataset. However, one of the prerequisites to keep in mind is that it needs a little pre-processing to capture the input data in the required JSONL format. Since this is an AutoML model just for Entity Extraction, it does not extract relationships, certainty assessments, etc.

  1. BERT-based Models on Vertex AI: Vertex AI is Google Cloud’s fully managed unified AI platform to build, deploy, and scale ML models faster, with pre-trained and custom tooling. We experimented with multiple custom approaches based on pre-trained BERT-based models, which have shown state-of-the-art performance in many natural language tasks. To gain better contextual understanding of medical terms and procedures, these BERT-based approaches are explicitly trained on medical domain data. Our experiments were based on BioClinical BERT, BioLink BERT, Blue BERT trained on Pubmed dataset, and Blue BERT trained on Pubmed + MIMIC datasets.

The major advantage of these BERT-based models is that they can be finetuned on any Entity Recognition task with minimal efforts.

However, since this is a custom approach, it requires some technical expertise. Additionally, it does not extract relationships, certainty assessments, etc. This is one of the main limitations of using BERT-based models.

  1. ScispaCy on Vertex AI: We used Vertex AI to perform experiments based on ScispaCy, which is a Python package containing spaCy models for processing biomedical, scientific or clinical text.

Along with Entity Extraction, Scispacy on Vertex AI provides additional components like Abbreviation Detector, Entity Linking, etc. However, when compared to other models, it was less precise, with too many junk phrases, like “Admission Date,” captured as entities.

“Exploring multiple approaches and understanding the pros/cons of each approach helped us to decide the one that would fit our business requirements.” according to Abdussamad M, Engineering Lead at Apollo 24|7.

Evaluation Strategy

In order to match the parsed entity with the test data labels, we used extensive matching logic that comprised of the below four methods:

  1. Exact Match – Exact match captures entities where the model output and the entities in the test dataset match. Here, the offset values of the entities have also been considered. For example, the entity “gastrointestinal infection” that is present as-is in both the model output and the test label will be considered an “Exact Match.”
  2. Match-Score Logic – We used a scoring logic for matching the entities. For each word in the test data labels, every word in the model output is matched along with the offset. A score is calculated between the entities and based on the threshold, it is considered as a match.
  3. Partial Match – In this matching logic, entities like “hypertension” and “hypertensive” are matched based on the Fuzzy logic.
  4. UMLS Abbreviation Lookup – We also observed that the medical text had some abbreviations, like AP meaning abdominal pain. These were first expanded by doing a lookup on the respective UMLS (Unified Medical Language System) tables and then passed to the individual entity extraction models.

Performance Metrics

We used precision and recall metrics to compare the outcomes of different models/experiments.

Precision (also called positive predictive value) is the fraction of relevant instances among the retrieved instances, while recall (also known as sensitivity) is the fraction of relevant instances that were retrieved.

The below example shows how to calculate these metrics for a given sample.

Example sample: “Krish has fever, headache and feels uncomfortable”

Expected Entities: [“fever”, “headache”]

Model Output: [“fever”, “feels”, “uncomfortable”]


Thus,


Experimentation Results
The following table captures the results of the above experiments on Apollo24|7’s internal datasets.

Finally, the Blue BERT model trained on the Pubmed dataset had the best performance metrics with a 81% improvement on Apollo 24|7’s baseline mode with the Healthcare Natural Language API providing the context, relationships, and codes. This performance could be further improved by implementing an ensemble of these two models.

“With the Blue BERT model giving the best performance for entity extraction on Vertex AI and the Healthcare NL API being able to extract the relationships, certainty assessments etc, we finally decided to go with an ensemble of these 2 approaches,“ Abdussamad added.

Fast track end-to-end deployment with Google Cloud AI Services (AIS)

Google AIS (Professional Services Organization) helped Apollo24|7 to build the key blocks of the CDSS system.

The partnership between Google Cloud and Apollo 24|7 is just one of the latest examples of how we’re providing AI-powered solutions to solve complex problems to help organizations drive the desired outcomes. To learn more about Google Cloud’s AI services, visit our AI & ML Products page, and to learn more about Google Cloud solutions for health care, explore our Google Cloud Healthcare Data Engine page.

Acknowledgements

We’d like to give special thanks to Nitin Aggarwal, Gopala Dhar and Kartik Chaudhary for their support and guidance throughout the project. We are also thankful to Manisha Yadav, Santosh Gadgei and Vasantha Kumar for implementing the GCP infrastructure. We are grateful to the Apollo team (Chaitanya Bharadwaj, Abdussamad GM, Lavish M, Dinesh Singamsetty, Anmol Singh and Prithwiraj) and our partner team from HCL/Wipro (Durga Tulluru and Praful Turanur) who partnered with us in delivering this successful project. Special thanks to the Cloud Healthcare NLP API team (Donny Cheung, Amirhossein Simjour, and Kalyan Pamarthy).

Case Study

How Google Helped the Indian Govt Choose Airport Sites: The Inside Story

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Setting out a plan for facility locations is a classic challenge for organizations of all shapes and sizes. This is the case for companies around the world—from retailers to governments and corner stores to department stores.

But, in India, it’s an especially hard problem to crack.

Healthy returns and high efficiency sit at the core of both public and private entities, so leaders are continuously reaching for the optimal point where projected demand meets ROI.

Traditionally, demographic statistics and survey-based reports have been computed by standard algorithms. Now, with Google’s “location-casting,” companies can use artificial intelligence and machine learning to sift through huge amounts of anonymized data and search queries to suggest a set of locations, that simultaneously takes into consideration factors like consumer demand, effective costs, profits, and future sites.

India’s Ministry of Civil Aviation was one of the first organizations to use location-casting to address the country’s complex network of airports. Its goal was to understand not just where passenger demand was the greatest, but also which combination of airport sites would meet that demand most efficiently and with the greatest ROI.

Find out the entire story. Download the case study now!

Case Study

How Google Cloud Helps RecruitMilitary Connect More Veterans to Jobs

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Mike Francomb, SVP Technology, RecruitMilitary and a U.S. Army Veteran shares how RecruitMilitary uses Google Cloud Talent Solution to power its job search experience and connect more organizations with veteran talent.

Editor’s note: Today’s post is by Mike Francomb, Senior Vice President of Technology, RecruitMilitary and a U.S. Army Veteran. RecruitMilitary is a wholly owned subsidiary of Bradley-Morris, Inc. (BMI), the largest military-focused recruiting company in the United States. RecruitMilitary uses Google Cloud Talent Solution to power its job search experience and connect more organizations with veteran talent.

For seven years, I served in the U.S. Army as a Field Artillery Officer, Military Occupation Code 13A. My time in service included a deployment to Operation Desert Shield / Desert Storm with the 24th Infantry Division out of Fort Stewart, GA, and a variety of front line artillery leadership roles, serving as a logistics officer for my unit and as an instructor teaching new officers how to be professional artillerymen. My day-to-day entailed leading teams of highly trained soldiers and managing logistics and materials to help those soldiers perform at a high level in stressful, fast-paced environments. It was my job to ensure we were ready to handle any circumstance. 

The hardest part about transitioning out of the Army in May 1996 as a highly trained artillery veteran was the fact that, though I felt prepared for any challenge ahead, I wasn’t sure I was making the right choice. I made a common mistake of transitioning veterans, I jumped right into an entrepreneurial venture. Looking back, I wish I’d had access to resources that displayed career options that would help translate my skills for the corporate world, it would have helped me be better prepared and know what my options were. I wasn’t ready to jump from the Army into running a business, and it was a long two years. 

Though my first job out of the Army was challenging, it taught me that I loved the start-up environment, and I joined RecruitMilitary in October 1998 when it was five months old. For the past 21 years, I have been fortunate enough to play an important role in helping RecruitMilitary grow to what it is today, the industry leader in connecting military veterans with organizations.  

RecruitMilitary connects organizations with veteran talent through over 30 products and services, all of which are fueled by our job board. Our job board, with over 1,400,000 members, is core to our business. In fact, if we don’t have an active and growing job board population, we don’t have the supply of veteran talent we need to deliver to our clients across our suite of services. 

With veteran unemployment at a 50-year low, it became increasingly challenging for RecruitMilitary to grow our veteran job seeker database and keep those veterans actively applying to client jobs. Being a data-driven company, we saw our existing search functionality was no longer producing the desired results for clients and began to receive client feedback about decreased candidate activity.

It was clear to us that we needed to begin adopting machine learning and more advanced search capabilities into our products and operations. The HR Tech space is shifting that way fast, and we want to be at the forefront. As we researched paths to take and learned of Google’s operating philosophy leading with AI, and that they were developing a tool for veteran job search, it made a lot of sense to go with a leader.

When Grow with Google announced its commitment to support veterans, we learned that we could add their military occupation code (MOS) translation feature to our job board through Cloud Talent Solution. This feature lets transitioning service members enter their military occupation codes (MOS, AFSC, NEC, or rating) directly into our search bar to see relevant civilian jobs available at client companies. We’re also using Cloud Talent Solution’s remote work functionality to provide an improved job search experience that allows our customers to make remote work opportunities in the U.S. more discoverable on their career sites. We’re excited about this feature, as it enhances our ability to deliver meaningful jobs to important members of our military community, military spouses, and veterans with limited mobility. 

The results of Cloud Talent Solution compared to our previous search are tremendous. Our job seekers are getting a much better experience, and to us that means more veterans are connected to jobs with our clients. We know this because our number of daily job applications has grown by 78 percent. And knowing that we now have a tool that’s going to learn and get better as more of our job seekers use it means that we will reap benefit for work done over time, and so will our clients and veterans who use our job board. That’s tremendous ROI to receive for a lean development staff. 

These are just a few of the types of tools I wish I’d had access to when I was considering my transition in 1996. With the help of technology and resources, like those from RecruitMilitary and Grow with Google, people in the military community, including veterans like myself, can prepare for and build meaningful careers.

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Building Ethical AI: Why Organizations Need to Define Their Own Principles

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Want to learn more about the importance of responsible AI? Enroll on Google Cloud Skills Boost → https://goo.gle/3CGhlXo

View the Generative AI Learning path playlist → https://goo.gle/LearnGenAI

Subscribe to Google Cloud Tech → https://goo.gle/GoogleCloudTech

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