Big Data Toronto 2013

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
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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
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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.
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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
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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