©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 KulkarniXerox Research Center New YorkXerox Innovation Group06/20/13

Big Data Innovation Summit, Toronto

2

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.

3

Business Process Outsourcing

IT Outsourcing

Document Technology and Managed Print Services

Key Areas of Focus

44

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 PartnerTouch 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

7

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

8

9

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

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

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 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

14

15

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.

16

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

24

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