© 2009 IBM Corporation The Next Wave of ECM Innovation … Analyze Your Content with Trusted...

© 2009 IBM Corporation

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

Craig RhinehartDirector of ECM Product Strategy


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

Trust

Leverage & Exploit

InfoSphereContent Assessment

InfoSphereMaster Content

CognosContent Analytics

Empower organizations to identify necessary information and decommission the unnecessary

Deliver trusted content to empower better decision making about individual customers

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


The world is changing and becoming more…

The resulting explosion of information

creates a need for a new kind of intelligence…

… to help build a Smarter Planet

Instrumented

Interconnected

Intelligent


Creating New Business Optimization Opportunities...

Pervasive

Real-Time

Predictive

New Intelligence

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

What if you could detect fraudulent claims before

they’re paid?

What if you could understand

what your customers want before they ask?

What if you could make cities smarter by integrating

all information about a citizen?


Business Optimization Enabled by Content AnalyticsSmarter Insurance Smarter Telecommunications

Smarter Healthcare PlansSmarter CPG

NTT DoCoMoAnalytics over Voice of Customer data provides insight to drive customer-oriented decision making, boosting loyalty and creating new opportunity

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

Blue Cross Blue Shield of TNAnalytics over an integrated single view of plans, patients and providers enables better negotiations and improves provider satisfaction to over 90%

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


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

• Advanced Workflow• Activity Monitoring• Business Rules

Analytics is Driving the Evolution of ECMECM Becomes a Key Enabler for Information-Led Transformation

Automation

Optimization

ContentContent

BPM BPM Advanced AdvancedCase ManagementCase Management

TrustedTrustedContent AnalyticsContent Analytics

Smarter BusinessOutcomes

• Content Analytics• Content Assessment• Master Content


Every single organization:1.1. Keeps too muchKeeps too much information and spends too muchspends too much storing content

because there’s too much to sift through

2. Can’t pinpoint the right contentpinpoint the right content when they need it because its unfindable or hidden away in a departmental silo

3. Can’t trust the contenttrust the content they do find about their customers because the lifecycle is uncontrolled

4. Needs to deliver better customer servicebetter customer service, for less because those with the best service are rising above the rest in highly competitive markets

5. Wants to optimize their business by

• anticipating their customers’ purchasing needsanticipating their customers’ purchasing needs

• reducing fraudreducing fraud

• delivering a more complete view of their customerscomplete view of their customers

• gaining early warning on product qualityproduct quality and customer satisfactioncustomer satisfaction issues

because the answers exist inside their organization, they’re just buried underneath too much information


Agenda







Key Enabling Innovation: Content Analytics

• From each document you can derive:

• New business understanding

• New visibility from content

• Create structure and understanding from a group of words

• Powered by IBM’s unique Dynamic Analysis capability

Analyzed Documentswith identified concepts

John sprained his ankle on the step ...

Noun Verb Noun Phrase Prep Phrase

Person Injury Body Part Location

Claimant: Soft Tissue Injury ExtractedConcept

Based on UIMA, the open, industry-standardarchitecture for text analysis pioneered byIBM and now an OASIS standard and Apacheopen-source project

Content Analytics


Content Analytics enables analysis that was previously impracticalAggregates conclusions & scales out understanding to large data sets

Analyzed Documentswith identified concepts

John sprained his ankle on the step ...

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




Automatic Visualization

Concepts and tagged source information are visualized in UI

• Content analytics scales out document by document content investigation

• Aggregate the conclusions

• Assess volumes of information not otherwise humanly possible (or cost effective)


Dynamic Analysis: Basis for Trusted Content Analytics SolutionsImpractical and overwhelming analyses are now a reality

AggregateAggregate … form collections from multiple … form collections from multiple content sources and types unmatched in industrycontent sources and types unmatched in industryCorrelateCorrelate … deep analysis of content that surfaces … deep analysis of content that surfaces trends, relationships patterns, concepts and trends, relationships patterns, concepts and anomalous associations anomalous associations VisualizeVisualize … easy to use, feature-rich views to … easy to use, feature-rich views to quickly dissect large corpa of content and zero-in quickly dissect large corpa of content and zero-in on answers on answers ExploreExplore … freely investigate content with faceted … freely investigate content with faceted navigation and drill down to surface new insight navigation and drill down to surface new insight and understanding.and understanding.

Aggregate Correlate

Explore Visualize

IBM’s uniqueIBM’s uniqueDynamic Analysis capabilityDynamic Analysis capability

… … to enable informed business decisionsto enable informed business decisions


Result: A Platform for Uncovering New Insights

Find early warnings on product quality

concerns

Separate the valuable content from the

unnecessary

Identify potentially fraudulent insurance

claims

Determine what customers will buy

Tells you something you may not know


Based on UIMA

John sprained his ankle on the step...




John sprained his ankle on the step...







Unstructured Information Management Architecture

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

Automated Concept Extraction

and Logical Organization

UIMA Annotators

Iden

tify

Lang

uage

Wor

d A

naly

tics

Nam

ed E

ntity

Ext

ract

ion

Aut

omat

ic C

lass

ifier

Plu

g-in

Cus

tom

A

naly

tics

EnhancedMetadata

AnalyticsIndex

Visualization UI

Crawlers

Mul

ti-w

ord

Ana

lytic

s

Tok

eniz

atio

n


Agenda







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

• Drive new business understanding and visibility leveraging the content & context of unstructured information

• 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 or pre-defined queries or reports

The impact:

• Improved customer satisfaction

• Reduced fraud

• Better understanding of market demand and perception

• Early warning on product quality issues

IBM Cognos Content Analytics Deliver insight about your overall business from your content

Leverage & Exploit

I need to reduce fraud

I need to better anticipate my

customers’ needs

I need better visibility into the

marketplace

I need to get ahead of product quality problems

I need to fight crime faster

I need to make my legal team more

efficient

I need to improve my customer sat

metrics

I need to optimize my

claims process

I need to anticipate compliance violations

I need to assess my content & take action to better

manage it


IBM Cognos Content Analytics features…• Analyze and explore structured and

unstructured information

• Automatic extraction of meaningful concepts and entities from text

• Open, standard UIMA-based text analysis pipeline

• Integration with Cognos for reporting against unstructured concepts

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

• Automatic highlighting of interesting anomalies and correlations in the data

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

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

• Highly scalable and extensible


Cognos Content Analytics adds value to…

Telco Customer Care• Analyzing: Call center logs and emails• For: Churn prediction and FAQ generation• Benefits: Improved customer retention &

customer satisfaction

Automotive Quality Insight•Analyzing: Tech notes, call logs, online media•For: Brand Reputation Management•Benefits: Reduce warranty costs, improve customer satisfaction, marketing campaigns

Retail Customer Care• Analyzing: Call logs, online media• For: Brand Reputation Management• Benefits: Improve customer sat, marketing campaigns

Crime Analytics• Analyzing: Police records, 911 calls…• For: Rapid crime solving & crime trend analysis• Benefits: Safer communities & optimized force deployment

Retail BankingCustomer Care•Analyzing: Call logs, online media•For: Buyer Behavior•Benefits: Improve Customer satisfaction, marketing campaigns, find new revenue opportunities

Healthcare Analytics•Analyzing: Care records•For: Clinical analysis; treatment protocol optimization•Benefits: Better management of chronic diseases; optimized drug formularies; improved patient outcomes

Insurance Fraud• Analyzing: Insurance claims• For: Detecting Fraudulent activity & patterns• Benefits: Reduced losses, faster detection,

more efficient claims processes...and more!


Insurance Case Study for Fraud Detection and Prediction

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

AutomaticRouting toInvestigations

ClaimsProcess

Content Analytics Based Predictive Fraud Indicators:

Soft Tissue InjuryUnwitnessed

EventPrior InjuryMultiple Claims …

Historical Cross-ClaimContent Analytics

...

Improved In

dicators

1

2

5

3

64


Partner Solution for Healthcare Fraud Analytics


Accelerating Regulatory Review

• 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 Customer Problem:

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

The Solution:

Environmental Protection Agency


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

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

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?

Challenge

Solution

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

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

IBM OmniFind Enterprise Edition with Content Analytics enables insight and understanding across all silos

Customized with NYPD-specific case management analytics


Accelerating Crime Analysis (Law Enforcement)

• 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”

• “Automatically extract and find relevant information (facts, entities, link, etc.) useful for the analysis without having to spend hours to examine and manually parse data collection.”

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

Europol


Europol Example

Concepts such as cars, people, and crime events is extracted from the underlying text by text analysis technology

Dynamic refinement of user query, based on

detected concepts


Agenda







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, such as warranty claims or support incidents

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, such as warranty claims or support incidents


This view shows Deviations (or anomalies) over time for all values of the selected facet– in this case, Generic Device Name

This view shows Deviations (or anomalies) over time for all values of the selected facet– in this case, Generic Device Name


Here we see an unexpectedly high occurrence of incidents around Infusion Pumps in April, 2008, so we drill in.

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.

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.

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.

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.

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.

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).

The IBM Content Collector provides a graphical interface for coordinating the archiving of these, and other relevant items (such as related emails).

Emails and Documents can be classified, declared as records and even have meta data cleansed prior to becoming a managed or archived item

Emails and Documents can be classified, declared as records and even have meta data cleansed prior to becoming a managed or archived item


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.

Retention and Legal holds can be enforced within the storage infrastructure if using IBM Information Archive

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.

Retention and Legal holds can be enforced within the storage infrastructure if using IBM Information Archive


Specific subsets of evidence can be marked for further review to identify the degree of risk or legal exposure.

Specific subsets of evidence can be marked for further review to identify the degree of risk or legal exposure.


Agenda







Unnecessary Information Eclipses Necessary Information

Unnecessary Information

Over-RetainedIrrelevant

Duplicated

Necessary Information

ValuedHigh RiskCompliant

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


41

Content Assessment Enables Content Decommissioning

Content In The Wild

Bloated Production Systems with Inefficient Storage

TrustedContent

UnnecessaryInformation

Content Based Systems Needing Retirement

KeepDecommission

• Semi-automated process separates trusted from suspected

• 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


IBM InfoSphere Content AssessmentHousekeeping doesn’t have to be a chore.IBM InfoSphere Content AssessmentHousekeeping doesn’t have to be a chore.

Dynamically AnalyzeDynamically Analyze what you have what you haveAggregate, 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.

DecommissionDecommission what’s unnecessary what’s unnecessarySave cost and reduce risk by eliminating obsolete, over-retained, duplicate, and irrelevant content – and the infrastructure that supports it.

Preserve and ExploitPreserve and Exploit the content that matters the content that mattersCollect 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.

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22

33


Cost Drivers Savings After DeploymentProduction System Tangible Costs Storage Management Tangible Savings

• Email / File / SharePoint Storage • 50%-80%

• Production System Servers • 40%-60%

• Backup • Cost of backup media and storage

Production System Productivity Costs Storage Management Productivity Savings

• Production System Administration • 20% to 80%

• End-User Administration / Classification • 70% to 90%

eDiscovery Costs eDiscovery Cost Avoidance

• Data Spoliation (fines, lost or settled cases)

• Labor costs of providing the information

• Up to 100%

• Hours vs. Days

Selling Content Assessment via BVAContent decommissioning, dynamic collection for eDiscovery lead to measurable ROI


Trusted Content Analytics Summary

Know

Trust

Leverage & Exploit

InfoSphereContent Assessment

InfoSphereMaster Content

CognosContent Analytics

Empower organizations to identify necessary information and decommission the unnecessary

Deliver trusted content to empower better decision making about individual customers

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


• Email me at [email protected]• My blog can be found at http://craigrhinehart.wordpress.com/• Follow me on Twitter at http://twitter.com/craigrhinehart

Craig RhinehartDirector of ECM Product Strategy

© 2009 IBM Corporation The Next Wave of ECM Innovation … Analyze Your Content with Trusted...

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Transcript of © 2009 IBM Corporation The Next Wave of ECM Innovation … Analyze Your Content with Trusted...