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Actionable Analytics – Solving Real World Problems with Big Data
Rakesh KulkarniXerox Research Center New YorkXerox Innovation Group06/20/13
Big Data Innovation Summit, Toronto
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You’ve known us as a copying/printing pioneer...
We are the world’s largest enterprise for business process and document management. • Presence in more than 160 countries
• Acquired Affiliated Computer Services, an industry leader in business process and IT outsourcing, in 2010
• More than 140,000 employees worldwide
• Annual revenue of ~$23 billion, more than 50% from Services
• Named to Fortune Magazine’s list of World’s Most Admired Companies
Today, Xerox is so much more.
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Business Process Outsourcing
IT Outsourcing
Document Technology and Managed Print Services
Key Areas of Focus
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Our Innovative Spirit and Passion Still Drives Us.
• $1.5 billion invested in R&D each year, jointly with Fuji Xerox
• Five research centers in the U.S., Canada, Europe and India
• 10,000 active patents, 20 U.S. patents awarded weekly
“The best way to predict the future is to invent it.” - Alan Kay, former Xerox PARC scientist
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billion public transport fares processed annually
million healthcare claims processed annually
million employees and retirees served by HR services
billion US dollars in public funds processed and protected
million phone calls handled daily in our call centers
million+ output devices managed…many of them non-Xerox
million student loan borrowers served
out of 50 states in the U.S. served by our business services
country transportation authorities served
37 900 4.4
215 1.5 1.5
11 30+
The New Xerox - Trusted PartnerTouch Millions of Lives and Help Businesses Everyday
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We are behind the scenes managing the essential processes that your business can count on to be successful
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Business Process Data
2020 = 35Zettabytes/yr
Source: 2011 IDC Digital Universe Study
• Disparate data sources (e.g. mobile sensors, RFID, social media, machine logs, etc.)
• High speed of data flow (e.g. Twitter: 7TeraBytes/day; Facebook: 10TeraBytes/day)
• Large amount of stored data ready to be leveraged
• What do we see in business process data?
Make it simple!!• Data driven system approach to extract practical business insights • Simplifying the results for the end user – Data, Model, Transform
Actionable Analytics = Predictive Analytics + Business Process
Let us see a few examples of how we do it…
Tell me what to do and why!!• Embedding prescriptive analytics model in business processes and applications• Identifying the key pieces where it really matters
Make it work in the system!!• Providing a technology adapted to the environment – listening to the needs• Innovating new business models, products, and services
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Innovation in Action – Using Data in Transportation
Data Visualization
- City Dashboard
Improve Decision Making - Predictive Modeling
Managing Parking
with Data
Example: City Dashboard
FORECASTING
CONTROL
VISUALIZATION
MODELLING
SIMULATION
AUTH THROTLE STORAGE PROCESS
PORTAL SERVICE DESK
PRIVACY KB
ANALYTICS PLATFORM
DIAGNOSTICS
IN DATA GATEWAY
IN DATA GATEWAY
OUT DATA GATEWAY
DATA & BIZ INTELLIGENCECONSUMERS
IN DATA GATEWAY
CLOUD
DEMOGRAPHICS
WEATHER
GIS
SOCIAL NETWORKS
SENSOR NETWORKS
XEROX SERVICES DATA
PUBLIC TRANSPORT
TOLLING
PARKING
VALUE-ADD PARTNERS
External DATA
TRANSPORTATION AUTHORITIES (CUSTOMERS)
CITIZENS
PARTNERS
LOCAL ECONOMYSTARTUPS
UNIVERSITIES
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Multi-channel touch points
360-degree view of customer
Pay-for-issue-resolved
Dominantly single channel
Disruptive social media
Pay-for-per-transaction
Customer Experience ManagementCall-Center Services
automation
analytics
smart pricing
$6.61B in 2017, with a CAGR of 19.8%
Using Social Media Analytics to Transform Call-Center Services
Innovation in Action – Using Data in Customer Care
Innovations in Social Intelligence & Analytics- Scalable, Predictable, Actionable and Measureable
Topical Sentiment & Trending
Social Influence & Dynamic Diffusion
Model
Event Detection
User Location Prediction
Community Recommendation
Conversation Analysis
Intelligent Engagement Workflows
Social Engagement Effectiveness
Big Data Platform
Data Fusion Privacy & TrustData Transformation
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Innovation in Action – Using Data in EducationIgnite supports the core business process in Education, distinguishing Xerox in the marketplace.
Student
Teacher
Learn
Personalize
Learn
Teach Assess
Ignite
Administrative
InstructionalMaterials
School Services
Information Technology
Professional Development
Communications
Federal/StateMandates & Reporting
MFD’s and Copier/Printers
Managed Print Services
Applications Service Management
Data Warehousing
School Registration
Alert Notifications
Document Management
Output Cost Management
School Security
ITO Cloud
Instructional Materials On Demand
Procurement Services
IT Consulting Services
Transportation Safety
Managed Services
Student Loan Processing
CRM
Admissions & Financial Aid
Ignite lifts student responses off the page, analyzes them, and turns them into actionable next steps in real-time
Example: Ignite - How it Works
Scan
Generate Reports Auto-score & Validate
Select & Print
Administer
Build Knowledge and Skills
Complete Assessments
Deliver Differentiated Learning Opportunities
Compile & Analyze Results
Score AssessmentInformed Planning
Classroom
Student
Teachers
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Summary – Key Messages
Big data is useful if you can get to something that the end user can understand and results into action…for all this, you do need to know your business well.
A systems approach is key in solving real world problems using big data…partnering where needed and solving the problems together is more effective than taking a narrow approach.
Need to understand organizational implications with all aspects of data…right from getting the data to implications of decisions made from data.
Opportunities in embedding prescriptive analytics model in business processes and applications…innovative products and services are being created to transform how we do business.
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Thank you!Rakesh KulkarniXerox Research Center New YorkXerox Innovation Group
City Dashboard - Mining Fare Collection Data
• Data Collection• Contactless card transaction data warehouse• Minimum data: validator, user, timestamp• Available in Xerox Services ATLAS system
• Processing Transportation Usage Models
• Based on boarding validation sequences• Target: infer OBAD from sequences of B events• Model: reflects customer’s ridership logic• Probabilistic approaches fit best
• City Dashboards• Real-time visualizations of transport needs• Home-Work\Origin-Destination estimation • Gaps and overcapacity identification
Simplifying the results for the end user – Data, Model, Transform
Technology Adapted to the Classroom
- Worked hand-in-hand with educators to enable data-driven, tailored instruction using current classroom practice.
– Real-time reports to help educators, students, and parents understand what to do with the data
Innovation driving solutions for tomorrow - It’s about the data!– Building a complete view of the student—aggregating data from disparate
systems– Bringing the power of analytics to educators– Providing recommendations that connect students, parents, and educators to
what works– Pioneering products and services that become apparent from the data
Identifying specific opportunities:- Complaints- Questions- Discussions
Researching decision drivers:- Competition- Positioning
- Key features
Engaging and Building relationships:
- Capture needs/wants- Provide valuable info
Service issuesImprovements desired
Likes/dislikes
Resolving problemsAnswering questions
Providing info
Customer experiences- Good and badneeds and wants
Communicating offersDeepening relationships
Individual contact:- Collateral- Promotions- Awareness
Prospect and Cultivate Close Sale
Customer CareUpsell/Cross-
Sell
Customer journey and social media
Social Intelligence Social Engagement
Building Trust
Improving customer experience
Use Case: Social CRM (1)
Topical Sentiment & Trending
Social Influence & Dynamic Diffusion
Model
Event Detection
User Location Prediction
Define brandspecific filters
What do customers talk about our products?What are their complaints?Did customers’ complaints decrease?
Are customers talking about our products influential users and do they have strong message spreading power?How do we prioritize customers complaints?
Where are the customers living?Where will they be?Where are they right now?
Which features of our products do influential customers complain about?
Where are the customers who complain about the cellphone outage located at right now?
What is the percentage of the customers living in New York complaining about XYZ-brand customer services?
Where are customers who are positive/negative about XYZ-brand going to travel?
Use Case: Social CRM
Community Recommendation
Conversation Analysis
Engagement Workflows
Social Engagement Effectiveness
Influencer Campaign Efficiency
Community Recommendation
• Is there a self-supporting community for this specific customer issue?
Conversation Analysis
• Analyze the conversation structure• Automatically identify conversation or engagement status
Intelligent Engagement
• Automatically identify messages requiring engagement• Engagement Prioritization• User profiling
Queue Management
Distribute messages & work load balance
Engagement Effectiveness Measurement
• What is issue resolution rate (response time, handle time) of agent A on client Virgin Mobile this week?• What are the successfully solved issues and their answers?
Data driven system approach to extract practical business insights
City Dashboard - Mining CAD/AVL Data
• Data Collection• Real time Vehicle location• Vehicle schedules • Available in Xerox Services ATLAS Fleet&Info and
OrbCAD systems
• Processing schedule adherence models• Based on real time vehicle location history• Target: infer root causes of deviation• Model: reflects impact of deviation factors• Probabilistic approaches fit best
• City Dashboards• Schedule adherence distributions• Outliers• Bottlenecks• Root causes analyses
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Xerox Research Worldwide
Xerox Research Centre Europe
Grenoble, France
Xerox Research Centre of Canada Mississauga, Canada
Palo Alto Research CenterCalifornia, USA
Xerox Research Center Webster New York, USA
Xerox Research Center IndiaBangalore, India
… leveraging talent globally
[Services Research]
[Services Research]
[Services Research][Services Research]
….services now account for more than 50 percent of Xerox revenue …..innovation labs are developing the next generation of services in such varied industries as transportation, health care, and banking --
just to name a few
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