now playing: ai, ml and finance in real life
TRANSCRIPT
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NOW PLAYING:
AI, ML AND FINANCE IN REAL LIFE
October 22, 2019
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Agenda#1: Churn Prediction—
The AI & FP&A Combo
#2: Transforming the Expense Process
Panel Discussion
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Churn Prediction:
The AI & FP&A Combo
Part 1:
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AI & CPM: Looking Into the Future
➢ About ServiceMaster & Terminix
➢ About Jedox
➢ Challenge: Churn Prediction
➢ Roadmap of Digitalization
➢ What We Learned
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About Us
➢ A leading cloud EPM solution
➢ More than 2,500 customers in 140 countries
➢ 250+ certified business partners globally
➢ Delivers:
➢ Self-service budgeting
➢ Unified planning and forecasting
➢ Reporting & analytics & dashboards
➢ Seamless data integration
➢ Recognized as a leader by independent
analyst firms
➢ Home & commercial pest control
services
➢ Subsidiary of ServiceMaster
➢ Fortune 1000 company
➢ Based in Memphis, Tennessee
➢ Largest brand
➢ ~ 80 % of ServiceMaster revenue
➢ More than $5 billion in sales
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➢ Significant impact on recurring revenue & growth
➢ Churn rate is a key driver of customer retention
➢ Implement effective product and pricing strategies
➢ Influence on Financial Planning:
➢ Customer care costs
➢ Sales commissions (new vs. renewal)
➢ Sales & marketing costs
➢ The accuracy of churn is critical for accurate FP&A
Churn Prediction for FP&A
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➢ Multiple product offerings
➢ Diverse geographic footprint
(Seasonal & weather effects)
➢ Diverse demographic markets
➢ Massive amounts of data & variety of customer and deal
characteristics
➢ Recording, analyzing and predicting customer churn in timely
manner becomes quite difficult
Challenge: Churn Prediction
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The Approach:
Digitalization of FP&A – RoadmapArea Foundation Automation Transformation Digitalization
Data Entry Excel Bottom-Up
+Integration
+Top-Down +AI
Business
Logic
Aggregations Allocations
Driver-Based
+Simulations
Process Workflow +Alerts +Prescriptive
UI Excel, PPT Excel & Web +Mobile
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Roadmap of Digitalization at Service Master
Area Foundation Automation Transformation Digitalization
Year 2016 2017 2017-18 2019
Business • Manual work
• Excel-based
• Data extracts
from multiple
sources
• Limited version
control
• Move to the
EPM AI tool
• Data integration
with source
systems
• Centralized data
source
• Reporting
• Business Modeling
(Drivers)
• Faster decision-
making
• Web UI
• Unified planning
• Improved analytics
• AI
• Continuous
improvements
• Maintenance &
learning
• Ongoing training
Organization HQ – Corp FP&A FP&A
& BI and IT
Expand to subsidiaries Functional owners
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➢ Solid FP&A is in place for budgeting and forecasting
➢ System already connected to data sources
➢ Internal teams (BI & FPA) well trained on
➢ Data integration
➢ Report creation
➢ System maintenance
➢ AI capabilities came “Out of the Box” with the FP&A platform
➢ Time saving (System selection, learning curve)
Leverage Current FP&A Solution
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Mission Statement
Analyze and predict customer churn using data from
ServiceMaster’s FP&A platform and in-house data warehouse.
Provide insights about:
➢ Churn drivers (reasons)
➢ Prediction of customer churn (agreement-level)
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AI Working Cycle
Data
Collection
Evaluate
Drivers
Analyze
Results
Expansion
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Sample data from a few branches (10%)
~10 features (out of 30) that are relevant to identify “churn pattern”
97.6% Accuracy to predict Churn Yes/No
Full data set
First Step: Churn Prediction
Learning & Configuration
Drivers
Expansion
Data Input
Testing & Model Results
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Second Step: Churn Prediction
Run model on all branches
Data from ALL branches
~10 features (same as the first stage)
Accuracy: 95.3% Churn=“Yes” - 98.99% Churn=“No”
Actionable list of high-risk customers (time-based)
Drivers
Expansion
Data Input
Testing & Model Results
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Third Step: Churn Prediction
"Near-future" churn
Additional data source; ~3 months after the first snapshot
8 features to predict “next quarter churn” (out of 40)
Accuracy: 70-85% (not enough “trained periods” and data changes)
“Focus list” – For preemptive actions by other departments
Drivers
Expansion
Data Input
Testing & Model Results
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Next Steps
Corrective or proactive actions➢ Share information with the branches
➢ Measure success
Improve model to support increased prediction accuracy ➢ Frequent data loads (i.e. every 3 months)
➢ Add additional data sources → more features (focus on data that
changes over time)
➢ Share information with the branches
➢ Measure success
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Challenges
➢ Define an accurate business question
➢ Skillset
➢ Collaboration with other departments
➢ Training & maintaining the model
The impact to the organization
➢ Better financial forecast → planning
➢ Create an inside team to transform business activities
Change to business and capabilities
➢ Preliminary results shows improvement in retention (goal: 5% decrease in churn)
What did we learn from the AI process?
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➢ Find a small use case with discernable business impact (Forecast, driver analysis, data cleansing)
➢ Prepare known data (Additional data can be added later)
➢ Look for an available technology - Using a known, trusted, in-house tool saves implementation, selection time and resources
➢ Create a prototype
➢ Remember, AI is a learning process more than a project
Back at the office:
Summary & Recommendations
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Part 2:
Transforming the Expense Process
Naveen Singh
CEO, Center
Rahim Shakoor
Controller, Docker
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Transforming the Expense Process
Agenda:
• Problem
• Business Process
• Impact
• Back in the Office
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State of Docker 2017: Challenges
60% Y-o-Y
employee growth
Robust travel
budget
Minimal policy
& analytics
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The Status Quo Trajectory
2016 2017 2018 2019
Cumulative Change Relative to 2016
Processing Time
Expense Software Fees
Travel Costs
What takes so much time?
• Tracking down expenses
• Checking for coding
• Manual auditing
• Processing accruals
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Docker Roadmap
Identify current
workflow issues
2017 2018 2019 2020
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“Automation stops at
the back office.”
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The Evolution of Expense Management
Foundation Digitization Automation Transformation
Spreadsheet with
physical receipts
Expense report +
receipt capture
Approval routing &
tracking
Excel Mobile phones Cloud
Better
outcomes
AI/ML
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The Evolution of Expense Management
Foundation Digitization Automation Transformation
Spreadsheet with
physical receipts
Expense report +
receipt capture
Approval routing &
tracking
Excel Mobile phones Cloud
Better
outcomes
AI/ML
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Docker Roadmap
Start initial
pilot
2017 2018 2019 2020
Respond to
user feedback
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Predict expense type to increase accuracy
Data Input Card transactions
Model Flow of data from transactions to GL
Train/Test Employee use + finance review
Results: reduced review time
Expand Data Set Deploy broadly
Maintenance Periodic re-training and testing
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Before:
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After
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Roadmap
2017 2018 2019 2020
Focus on
easy wins
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Initial Results
2016 2017 2018 2019
Cumulative Change Relative to 2016
Processing Time
Expense Software Fees
Travel Costs
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What’s Next?
Pay Process Audit Report Optimize
Real-time data AI and ML Analytics
Streamlined workflow
Better
decisions=
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What’s Next?
Pay Process Audit Report Optimize
Real-time data AI and ML Analytics
Streamlined workflow
Better
decisions=
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Highlighting Insights
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Key Takeaways
• Next generation technology bring
processing costs down significantly
• AI and ML automate and analyze real-time
data to drive better outcomes
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Back In The
Office:
• Get started on the journey from foundation to transformation
• Consider how to shift from a system of record approach to a system of intelligence
• Measure and understand your current process
• Research how your current technology providers are innovating around AI to streamline processes
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Panel
Discussion Jamie Cousin
Liran Edelist
Rahim Shakoor,
Naveen Singh