anz momentum day 2012: chris preston - big data & xcp

1 EMC CONFIDENTIAL—INTERNAL USE ONLY

Taking Action on Big Data: Using EMC Documentum xCP

August 2012

Christopher Preston Senior Director Integrated Technology Strategy

David Le Strat Director Product Management

2 © Copyright 2012 EMC Corporation. All rights reserved.

Business Transformation


Business Transformation

Create new growth vectors for the business

―Cost Reduction‖ vs. ―Value Innovation‖

Requires: – Focus on business outcomes

– Focus on what customers really want


Using Process to Manage

Silo’d Functional

Functions supported by processes

Processes supported by functions

From Traditional Line Management

To Processes & Services Management

Courtesy of Derek Miers, Principal Analyst, Forrester Research, 2012

5 EMC CONFIDENTIAL—INTERNAL USE ONLY 5

DRIVE VALUE INNOVATION

REDUCE COSTS

IMPROVE CUSTOMER EXPERIENCE

Source: Q2 2011 IQPC Business Process Maturity Online Survey

VALU

E

MATURITY

Goals Change with Business Maturity

© Copyright 2012 EMC Corporation. All rights reserved.


Key Goals

REDUCE COSTS

Build custom applications

faster and cheaper

Eliminate integration

costs and retire legacy

applications

Automate business processes

Improve operational efficiency

IMPROVE CUSTOMER EXPERIENCE Adapt quickly to

evolving customer needs

Right information in the right context

Enable multi-channel interactions on any

device

DRIVE VALUE INNOVATION Enable new

business models and revenue

opportunities

Complete view of the customer from all lines of business

Anticipate future trends

© CONFIDENTIAL – Internal Audience Only


Risk management

Build relationships

Asset protection

Sell products and services

Manage portfolio

Business Capabilities

Driving Business Transformation Focus on outcomes

Mortgage Co

Insurance Provider

White Label Insurance Service

Partner

Business Processes

Independent Advisors

Regulator

Customers

Home Loans

Personal Loans

Home Insurance

Business Services

Product Support

Reporting



Value Creation in the Information Economy

Strategic Business Transformation vs. Operational Efficiency

We have entered the era where information drives strategic transformation, not just operational

optimization

The Information Fabric must enable…


Knowledge work is a different class of problem

Ad hoc customer

interactions

Production

Structured collaboration

Opportunity for differentiation

Distribution depends on

nature of work and culture

Fixed costs

Variable costs



Knowledge workers need to exercise their judgment

Process adaptability

Knowledge workers

Traditional system-centric

BPMS/workflow

Design time case management

Run time case management

Production workers



How is Big Data Different?


Big Data – What’s Different?

Source: 2011 IDC Digital Universe Study

Velocity

Variety

Volume


How Can Big Data Transform Your Business? New Insights Delivered Faster, Better Recommendations

Less than 10% data available

Historical, incomplete, disjointed

―Rear-view Mirror‖ reports

All data from various sources

Real-time, correlated

―Forward-looking‖ recommendations

Today’s Decision Making Big Data Done Right


The Journey To Big Data

Agile Analytics People & Productivity Focus

2 Data Science Collaboration Self-Service

Analytic Productivity Platform

Agile Process & Tools

3 Real Time Decisions New Applications Data Monetization

Predictive Enterprise Application Focus

Big Data Enabled Apps

All Data Faster Answers Elastic & Scalable

1

Big Data Infrastructure Technology Focus

Analytics Engines

Cloud Infrastructure

Analytic Engines


Action from Insight

External Sources

Loading, streaming, etc

Ingest Analyze Act

xCP


Documentum xCP: Action From Insight

Better, Faster Decisions

Deliver The Latest Data

Enable Contextual Decisions

Complete Audit Trail

Keep IT Audit Happy!

Reduce Information Risk

Easy To Build

A Tool For Non-Programmers!

Drag & Drop Process Modeling


The Opportunity


Sample Big Data Scenarios

AUTO INSURANCE IN P&C INSURANCE

LOAN PROCESSING IN BANKING

SMART GRID ANALYTICS IN UTILITIES/ENERGY

VIDEO ANALYTICS IN RETAIL

PROACTIVE EMERGENCY RESPONSE IN HEALTHCARE

REAL-TIME STATISTICAL PROCESS CONTROL

IN MANUFACTURING


Companies are looking to exploit big data analytics for competitive advantage

Suppliers

Today’s Business Model

Customers

Inventory

Physical Assets

Distribution

Services

Mass Marketing

Manufacturing

Customers

Suppliers

Inventory

Physical Assets

Distribution

Services

Personal Marketing

Additional Profits

Manufacturing

Big Data Analytics Business Model

Who are my most valuable

customers?

What are my most important products?

What are my most successful campaigns?


Big Data Transforms Retail Banking

“We leveraged the profitability system to analyze historical data and create a new set of assumptions for our loan officer.”

• Reduce customer attrition

– Proactive customer contact

• Increase revenue per customer

– Recommend products based on purchasing trends

• Improved operational efficiency

– Staff branches based on ―who‖ banks ―where‖


Big Data Enabled Underwriting Risk Level

LOW

HIGH

Underw

riting R

isk

Data Sources Leveraged in Loan Application and Underwriting Process

Loan Processing

Traditional Underwriting

Risk Level

TRADITIONAL DATA LEVERAGED BIG DATA LEVERAGED

2 to 3 weeks BIG DATA ENABLED

3 to 4 weeks TODAY

~30% TIME TO CLOSE IMPROVEMENT

AVERAGE TIME TO CLOSE A HOME LOAN

APPLICATION

STEP 1

PRE-APPROVAL

STEP 2

UNDERWRITING

STEP 3

CLOSING

STEP 4


Value Innovation

Cross-sell/ Upsell

Analyze large data sets for

lead generation

Rules-based and knowledge

worker identification of potential upsells

Better Decisions & Experience

Content analytics ensure

knowledge worker has best

information

More accurate approvals,

superior service, reduced risk


How Analytics Informs Process


CS

PROCESS

CONTENT

COLLABORATION

POLICIES

PEOPLE

DATA

IN CONTEXT CONTENT | PROCESS | ANALYTICS | INTERACTIONS


Content and Analytics in Context


Case Gives Deeper Understanding

Shared object model; heuristics and metrics are captured at each step in the process

Wealth Management Agent

Improved

Cross-sell/up-sell of additional products and

services

Loan Officer or Underwriter

Reduced risk; faster and more accurate

underwriting

Customer Service Representative

Better response to

offers; more competitive rates


Opportunity: Give your work a GPS Goal-based routing / optimal path routing


Optimal Path Routing


Demo

Auto Insurance Quotes with Big Data


Example Auto Insurance

6 to 12 data points

1 to 8 data points

100 to 20,000 data points

10 to 1,000 data points

Application for Insurance

STEP 1

Credit Check

STEP 2

Telematics Integration

STEP 3

Social Graph Check

STEP 4

0%

100%

100%

PERCEN

T O

F L

OSSES

POPULATION (SORTED BY PREDICTED RISK)

Model sourced from Progressive Investment Relation Meeting, June 2010

TYPICAL P&C PROVIDER TODAY BIG DATA ENABLED P&C PROVIDER


xCP and Big Data Demo Example: Car Insurance & Telematics

xCP Stateless Process

Bind Results to Page

xCP End Points

Read Greenplum

If risk > x

Cancel Policy

Doc Sci Driver Report

Send to Customer

Document Sciences xPression

Greenplum UAP

Email

Response UI


How Process Informs Analytics


Mortgage Application

Set-Up

Set-up the case

Offer Mortgage

Administer

Connected states

Validation

Optional fragments

Rethink how works gets done Case Management



xCP

TOTAL SCAN TIME?

WHAT VALIDATION WAS NEEDED?

QUOTE INFO (MAKE, MODEL,

PRICE)?

HOW MANY ADDITIONAL

DOCS REQUIRED?

1 2

3 4

AGGREGATE DATA FROM MULTIPLE INSTANCES

Vision Scenario


Greenplum

Vision Scenario

XCP GENERATES NEW

PROCESS SNIPPET

SELECT APPROPRIATE

PROCESS SNIPPET

xCP

DETERMINE OPTIMAL PATH

CONTINUOUS PROCESS

IMPROVEMENT


What is your Process Maturity Level?

What are the key initiatives for your organization?

Are you focused on waste elimination or Value Creation?

What would real-time action on insight mean to your organization?

Are you able to actively improve business processes?

Assessing Big Data Process Transformation

DO YOU…

For More Information

Chris Preston • Blog: www.seekingpracticaltruth.com • Email: [email protected] • Twitter: cpreston64

EMC Community Documentum Blog: • https://community.emc.com/community/edn/documentum?

view=blog

David Le Strat • Email: [email protected] • Twitter: dlestrat

http://www.seekingpracticaltruth.com/

mailto:[email protected]

https://community.emc.com/community/edn/documentum?view=blog




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