Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innovation Group
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Xerox presented on using big data and analytics to solve real-world problems. They discussed using transportation fare collection data to build models that infer passenger travel patterns and populate city dashboards. They also discussed working with educators to use student assessment data to provide real-time reports and recommendations to tailor instruction. Finally, they presented on using social media data and analytics to transform customer care services by identifying issues, engaging customers, and measuring engagement effectiveness.
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Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innovation Group
- 1. ©2013 Xerox Corporation. All rights reserved. Xerox® and Xerox and Design® are trademarks of Xerox Corporation in the United States and/or other countries. Actionable Analytics – Solving Real World Problems with Big Data Rakesh Kulkarni Xerox Research Center New York Xerox Innovation Group 06/20/13 Big Data Innovation Summit, Toronto
- 2. You’ve known us as a copying/printing pioneer... 2
- 3. 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. 3
- 4. Business Process Outsourcing IT Outsourcing Document Technology and Managed Print Services Key Areas of Focus 4 4
- 5. 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 5
- 6. 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 Partner Touch Millions of Lives and Help Businesses Everyday 50 We are behind the scenes managing the essential processes that your business can count on to be successful 6
- 7. Business Process Data 2020 = 35 Zettabytes/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? 7
- 8. 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 8
- 9. Innovation in Action – Using Data in Transportation 9 Data Visualization - City Dashboard Improve Decision Making - Predictive Modeling Managing Parking with Data
- 10. 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 INTELLIGENCE CONSUMERS 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 ECONOMY STARTUPS UNIVERSITIES 10
- 11. 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 11
- 12. 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 12
- 13. Innovation in Action – Using Data in Education Ignite supports the core business process in Education, distinguishing Xerox in the marketplace. 13 Student Teacher Learn Personalize Learn Teach Assess Ignite Administrative Instructional Materials School Services Information Technology Professional Development Communications Federal/State Mandates & 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
- 14. 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 Assessment Informed Planning Classroom Student Teachers 14
- 15. Summary – Key Messages 15 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.
- 16. Thank you! 16 Rakesh Kulkarni Xerox Research Center New York Xerox Innovation Group
- 18. 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-WorkOrigin-Destination estimation • Gaps and overcapacity identification Simplifying the results for the end user – Data, Model, Transform
- 19. 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
- 20. Identifying specific opportunities: - Complaints - Questions - Discussions Researching decision drivers: - Competition - Positioning - Key features Engaging and Building relationships: - Capture needs/wants - Provide valuable info Service issues Improvements desired Likes/dislikes Resolving problems Answering questions Providing info Customer experiences - Good and bad needs and wants Communicating offers Deepening relationships Individual contact: - Collateral - Promotions - Awareness Prospect and Cultivate Close Sale Customer Care Upsell/Cross- Sell Customer journey and social media Social Intelligence Social Engagement Building Trust Improving customer experience
- 21. Use Case: Social CRM (1) Topical Sentiment & Trending Social Influence & Dynamic Diffusion Model Event Detection User Location Prediction Define brand specific 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?
- 22. 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
- 23. 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
- 24. Xerox Research Worldwide Xerox Research Centre Europe Grenoble, France Xerox Research Centre of Canada Mississauga, Canada Palo Alto Research Center California, USA Xerox Research Center Webster New York, USA Xerox Research Center India Bangalore, India … leveraging talent globally ….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 few24