Analytics is Driving the Evolution of ECM ECM Becomes a

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Transcript Analytics is Driving the Evolution of ECM ECM Becomes a

Craig Rhinehart

Director of ECM Product Strategy

The Next Wave of ECM Innovation … Analyze Your Content with Trusted Content Analytics

Craig Rhinehart Contact Info •

On my blog this week …

•

What happens when we fail to govern enterprise content properly?

• Email me at

[email protected]

• My blog can be found at

http://craigrhinehart.wordpress.com/

• Follow me on Twitter at

http://twitter.com/craigrhinehart

Agenda •

Introduction to Content Analytics

•

How Content Analytics Works

•

New Cognos Content Analytics Offering

•

Cognos Content Analytics Demo

•

New InfoSphere Content Assessment Offering

Trusted Content Analytics Overview

Know

InfoSphere Content Assessment Empower organizations to identify necessary information and decommission the unnecessary

Trust

InfoSphere Master Content Deliver trusted content to empower better decision making about individual customers

Leverage & Exploit

Cognos Content Analytics Deliver insight by visualizing trends, correlations and anomalies about your overall business from your content

The world is changing and becoming more…

Instrumented Interconnected Intelligent

The resulting explosion of information creates a need for a new kind of intelligence…

… to help build a Smarter Planet

Creating New Business Optimization Opportunities...

New Intelligence

What if you could understand what your customers want before they ask?

What if you could detect fraudulent claims before they’re paid?

Pervasive Real-Time Predictive

What if you could find crime patterns and apprehend criminals in real-time?

What if you could make cities smarter by integrating all information about a citizen?

Business Optimization Enabled by Content Analytics

Smarter Insurance Smarter Telecommunications

Large Claims Third-Party Administrator

Analytics over insurance claim files helps detect fraud faster, reducing costs for their clients by $millions and optimizing the claims-handling process

NTT DoCoMo

Analytics over Voice of Customer data provides insight to drive customer-oriented decision making, boosting loyalty and creating new opportunity Smarter CPG Smarter Healthcare Plans

Kraft Australia

Analytics over online customer postings helps Kraft target and deliver new branding campaigns, increasing sales and customer loyalty.

Blue Cross Blue Shield of TN

Analytics is Driving the Evolution of ECM

ECM Becomes a Key Enabler for Information-Led Transformation Optimization Smarter Business Outcomes Content Automation BPM



Trusted Content Analytics Advanced Case Management

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Content Analytics Content Assessment Master Content

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Advanced Workflow Activity Monitoring Business Rules

• • • •

Image Management Office Document Management Archiving / Records Management Compliance Lifecycle Mgmt

Every single organization:

Keeps too much information and spends too much because there’s too much to sift through storing content Can’t pinpoint the right content when they need it because its unfindable or hidden away in a departmental silo Can’t trust the content they do find about their customers because the lifecycle is uncontrolled 4. Needs to deliver markets better customer service , for less because those with the best service are rising above the rest in highly competitive 5. Wants to optimize their business by

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anticipating their customers’ purchasing needs

• • •

reducing fraud delivering a more gaining early warning on issues complete view of their customers product quality and customer satisfaction because the answers exist inside their organization, they’re just buried underneath too much information

Agenda •

Introduction to Content Analytics

• How Content Analytics Works

•

New Cognos Content Analytics Offering

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Cognos Content Analytics Demo

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New InfoSphere Content Assessment Offering

Key Enabling Innovation: Content Analytics Claimant: Soft Tissue Injury

Extracted Concept

Content Analytics

Person Injury Body Part Location

Based on UIMA, the open, industry-standard architecture for text analysis pioneered by IBM and now an OASIS standard and Apache open-source project

Noun Verb Noun Phrase Prep Phrase

John sprained his ankle on the step ...

Analyzed Documents

with identified concepts

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From each document you can derive:

• New business understanding • New visibility from content •

Create structure and understanding from a group of words

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Powered by IBM’s unique Dynamic Analysis capability

Content Analytics enables analysis that was previously impractical

Aggregates conclusions & scales out understanding to large data sets

Claimant: Soft Tissue Injury

Extracted Concept

Person Injury Body Part Location Noun Verb Noun Phrase Prep Phrase

John sprained his ankle on the step ...

Source Info

(ECM, File, Web, DBMS, ...)

Analyzed Documents

with identified concepts

• Content analytics scales out document by document content investigation • Aggregate the conclusions • Assess volumes of information not otherwise humanly possible (or cost effective)

Automatic Visualization

Concepts and tagged source information are visualized in UI

Dynamic Analysis: Basis for Trusted Content Analytics Solutions

Impractical and overwhelming analyses are now a reality

Aggregate Correlate Explore Visualize IBM’s unique Dynamic Analysis capability Aggregate

… form collections from multiple content sources and types unmatched in industry

Correlate

… deep analysis of content that surfaces trends, relationships patterns, concepts and anomalous associations

Visualize

… easy to use, feature-rich views to quickly dissect large corpa of content and zero-in on answers

Explore

… freely investigate content with faceted navigation and drill down to surface new insight and understanding.

… to enable informed business decisions

Result: A Platform for Uncovering New Insights

Separate the valuable content from the unnecessary Determine what customers will buy Find early warnings on product quality concerns Tells you something you may not know Identify potentially fraudulent insurance claims

Based on UIMA

Unstructured Information Management Architecture

Extracted Concept

Automated Concept Extraction and Logical Organization John sprained his ankle on the step ...

Enhanced Metadata Analytics Index

Visualization UI Crawlers

UIMA Annotators

It is an open, industrial-strength, scalable and extensible platform for creating, integrating and deploying unstructured information management solutions from combinations of semantic analysis and search components.

Although UIMA originated at IBM, it is now an OASIS industry standard and an Open Source project which is currently incubating at the Apache Software Foundation.

http://domino.research.ibm.com/comm/research_projects.nsf/pages/uima.index.html

Agenda •

Introduction to Content Analytics

•

How Content Analytics Works

• New Cognos Content Analytics Offering

•

Cognos Content Analytics Demo

•

New InfoSphere Content Assessment Offering

IBM Cognos Content Analytics

Deliver insight about your overall business from your content

Using Dynamic Analysis, Cognos Content Analytics powers solutions that can:

• Drive

new business understanding

information and

visibility

leveraging the content & context of unstructured • Enable better business decisions by explaining

why

events are occurring • Expose patterns and trends to

highlight optimization opportunities

and

create differentiation

• Create

cost savings

by uncovering process inefficiencies and optimization opportunity • All

without prior knowledge

pre-defined queries or reports or

The impact:

• Improved customer satisfaction • • Reduced fraud Better understanding of market demand and perception • Early warning on product quality issues

I need to better anticipate my I need to improve my customer sat metrics customers’ needs I need better visibility into the marketplace I need to optimize my claims process I need to fight crime faster I need to get ahead of product quality problems I need to make my legal team more efficient I need to reduce fraud I need to assess my content & take action to better manage it I need to anticipate compliance violations

Leverage & Exploit

IBM Cognos Content Analytics features…

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Analyze and explore structured and unstructured information

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Automatic extraction of meaningful concepts and entities from text

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Open, standard UIMA-based text analysis pipeline

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Integration with Cognos for reporting against unstructured concepts

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Multiple graphical views of the facets (dimensions) of unstructured content

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Automatic highlighting of interesting anomalies and correlations in the data

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Support for analysis of over 30 content sources and over 150 content formats

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Integration with ICM for analysis of document categories, classes, and clusters

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Highly scalable and extensible

Cognos Content Analytics adds value to…

Retail Customer Care

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Analyzing:

Call logs, online media

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Retail Banking Customer Care

Analyzing:

Call logs, online media

For:

Buyer Behavior

Benefits:

Improve Customer satisfaction, marketing campaigns, find new revenue opportunities

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For

: Brand Reputation Management

Benefits:

Improve customer sat, marketing campaigns

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Crime Analytics

Analyzing:

Police records, 911 calls…

For:

Rapid crime solving & crime trend analysis

Benefits:

Safer communities & optimized force deployment

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Healthcare Analytics

Analyzing:

Care records

For:

Clinical analysis; treatment protocol optimization

Benefits:

Better management of chronic diseases; optimized drug formularies; improved patient outcomes

• • •

Telco Customer Care

Analyzing:

Call center logs and emails

For:

Churn prediction and FAQ generation

Benefits:

Improved customer retention & customer satisfaction

...and more!

• • •

Automotive Quality Insight

Analyzing:

Tech notes, call logs, online media

For:

Brand Reputation Management

Benefits:

Reduce warranty costs, improve customer satisfaction, marketing campaigns

• • •

Insurance Fraud

Analyzing:

Insurance claims

For:

Detecting Fraudulent activity & patterns

Benefits:

Reduced losses, faster detection, more efficient claims processes

Insurance Case Study for Fraud Detection and Prediction

1 Claims Process 2 6 Historical Cross-Claim Content Analytics 5 Content Analytics Based Predictive Fraud Indicators:

Soft Tissue Injury Unwitnessed Event Prior Injury Multiple Claims …

3 Automatic Routing to Investigations 4 1. Automatically aggregate structured and unstructured data accumulated over time from the claims process 2. Correlate text analytics to apply meaning and understand patterns and trends … visualize and explore to uncover new insights into claims process 3. Instrument by applying indicators to “in process” claims to identify suspicious claims and type of risk 4. Score suspicious claims to predict probability and impact of fraud and risks 5. Route high-likelihood and/or high impact claims for investigation based on scoring outcomes 6. Continuously improve outcomes through closed loop optimization

Partner Solution for Healthcare Fraud Analytics

Accelerating Regulatory Review

Environmental Protection Agency

The Solution: The Customer Problem: • EPA tracks chemicals being produced • Chemical producers submit robust reports of effects on environment • EPA has 3,000 of these reports and no way to analyze the data The Results: • Convert documents to XML • Extract complex chemical structures from the documents • Provided toxicological capability to understand how different chemicals map to “end effects” (e.g. increase in liver weight) • Provide ability to analyze chemical structures in reports and, using patent data, understand how these chemical are being used in the environment © 2009 IBM Corporation

Better Business Outcome: NYPD is Solving More Crime Faster with New Insight from Content Analytics

Challenge

 Search and analyze complaints, police reports, 911 records, arrest records, and data marts … all stuck in silos of information  All of these forms of text suffer from the common problems of call center text i.e. abbreviations, misspellings, synonyms (Police-specific i.e. perp, ML, FM, MO, pistol, gun, etc...)  Find events that keyword search can never find because they are all described differently – what keyword to use?

Solution

 IBM OmniFind Enterprise Edition with Content Analytics enables insight and understanding across all silos  Customized with NYPD-specific case management analytics

Identify and Designate Trusted Repositories of Record Create, Control, Maintain and Supply Trusted Content Consume, Leverage and Exploit Trusted Information Govern The Information Lifecycle … Archive, Record and Preserve Information and Evidence of Transactions, Processes and Events The Results

 Text Analytics can describe events, categorize them and allow for concept searches across often unstructured and at times inaccurate descriptions  Enables aggregated view of information beyond silos  In the first week of deployment two old murder cases were solved which were directly attributed to being able to analyze trusted data and content © 2009 IBM Corporation

Accelerating Crime Analysis (Law Enforcement)

Europol

•

Customer observed “that

a too significant part

(estimation of 76%)

of the analyst’s time is spent

in non real analysis tasks

with no real added value for their analysis

business”

•

“Enable the analysts to

cope with the increasingly large volumes of intelligence information

that they are receiving ”

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“Automatically extract and find relevant information (facts, entities, link, etc.) useful for the analysis

spend hours

to examine and

manually without having to

parse data collection.”

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Solution based on Content Analytics with search front-end built with IBM OmniFind Enterprise Edition on top of an ECM system

Europol Example

Dynamic refinement

of user query

, based on

detected

concepts Concepts

such as cars, people, and crime events is

extracted

from the underlying text

by text analysis technology

Agenda •

Introduction to Content Analytics

•

How Content Analytics Works

•

New Cognos Content Analytics Offering

• Cognos Content Analytics Demo

•

New InfoSphere Content Assessment Offering

FDA MedWatch

incident reports are one source of data for

medical device manufacturers

to understand problems being reported by consumers about their products. It contains both

structured and unstructured

information.

A manufacturer could

also analyze internal content

This view shows

Deviations

(or anomalies)

over time

Here we see an

unexpectedly high occurrence of incidents

around Infusion Pumps in April, 2008, so we

drill in

Switching to the

Facets

view of

key phrases

, we see frequent mentions of

battery issues

in Infusion Pump incidents reported in April, 2008. We drill down into these battery issues.

In the documents view, we can see the

original source documents

about these 154 battery-related infusion pump incidents.

Relevant matching text from the original documents is

highlighted

Switching to a Brand Name

facet view

, we can immediately see a

summary, by frequency and correlation,

of the devices that are mentioned in these battery related incidents.

Through

Cognos Content Analytics OLAP/Star Schema export

ability, Cognos BI

reports and dashboards

can be created to

monitor and track

these issues over time.

When a potential

regulatory, legal, or compliance issue

is identified, the same Content Analytics interface can be used to

identify internal documents

that might be relevant, gather them, and

export

them for

archiving into a centralized IBM ECM repository.

The

IBM Content Collector

provides a graphical interface for

coordinating the archiving

of these, and other relevant items (such as related emails).

Once gathered into a repository,

IBM eDiscovery

tools can be used to

place legal holds

on items, and

prepare evidence

for legal cases, audits, or other compliance events.

Specific subsets of

evidence can be marked

for further review to identify the degree of risk or legal exposure.

Agenda •

Introduction to Content Analytics

•

How Content Analytics Works

•

New Cognos Content Analytics Offering

•

Cognos Content Analytics Demo

• New InfoSphere Content Assessment Offering

Unnecessary Information Eclipses Necessary Information

Unnecessary Information

Over-Retained Irrelevant Duplicated

Necessary Information

Valued High Risk Compliant

How much of your information is unnecessary? 70%? 80%? 90%?

Content Assessment Enables Content Decommissioning

Bloated Production Systems with Inefficient Storage Content Based Systems Needing Retirement Content In The Wild Unnecessary Information

Decommission

Trusted Content

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Semi-automated process separates trusted from suspected

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Efficiently addresses large-scale problems, while incorporating the human element

One customer found 1200 copies of the same policy document across multiple enterprise file servers

Keep

IBM InfoSphere Content Assessment

Housekeeping doesn’t have to be a chore.

1 2 3

Dynamically Analyze what you have

Aggregate, Correlate, Visualize and Explore your enterprise information in new ways to understand virtually all content types from multiple sources. Make rapid

decisions

about business value, relevance and disposition.

Decommission what’s unnecessary

Save cost and reduce risk by eliminating obsolete, over-retained, duplicate, and irrelevant content – and the infrastructure that supports it.

Preserve and Exploit the content that matters

Collect valued content to manage, trust and govern throughout its lifespan in an enterprise-grade ECM platform. Uncover new business value and insight by integrating with solutions for eDiscovery, case management, master data management, business intelligence, predictive analytics and more.

Selling Content Assessment via BVA

Content decommissioning, dynamic collection for eDiscovery lead to measurable ROI

Cost Drivers Savings After Deployment

Production System Tangible Costs

•

Email / File / SharePoint Storage

• •

Production System Servers Backup

Storage Management Tangible Savings

•

50%-80%

• •

40%-60% Cost of backup media and storage

Production System Productivity Costs

• •

Production System Administration End-User Administration / Classification

Storage Management Productivity Savings

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20% to 80% 70% to 90%

eDiscovery Costs

•

Data Spoliation (fines, lost or settled cases)

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Labor costs of providing the information

eDiscovery Cost Avoidance

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Up to 100%

•

Hours vs. Days

Trusted Content Analytics Summary

Know

InfoSphere Content Assessment Empower organizations to identify necessary information and decommission the unnecessary

Trust

InfoSphere Master Content Deliver trusted content to empower better decision making about individual customers

Leverage & Exploit

Cognos Content Analytics Deliver insight by visualizing trends, correlations and anomalies about your overall business from your content

Craig Rhinehart

Director of ECM Product Strategy

• • •

Email me at [email protected]

My blog can be found at http://craigrhinehart.wordpress.com/ Follow me on Twitter at http://twitter.com/craigrhinehart