Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Balancing Business Value and Business Values with Big Data

As companies accelerate their use of big data in the pursuit of business value, they must address the moral and ethical implications or risk alienating the very people they seek to serve.

Balancing Business Value and Business Values with Big Data

  1. 1. Big Data Morality: Balancing Business Value and Business Values Nancy Fessatidis SAP Big Data Analytics June 2015
  2. 2. 2© 2015 SAP SE or an SAP affiliate company. All rights reserved. In a world of accelerated change… An emerging middle class growing to 5B will strain already diminishing resources More mobile devices than people will require fresh thinking designed for an “always-on” world Data doubling every 18 months will create new opportunities and risks for value creation 1 billion people in social networks will rewire business and personal boundaries 15 billion web- enabled devices by 2013 will create a universe of intelligence everywhere We must rethink the future, and use “big-data” to our advantage
  3. 3. 3© 2015 SAP SE or an SAP affiliate company. All rights reserved. High volume, high velocity, and high variety information assets that require new forms of processing to enable enhanced decision making, insight discovery and process optimization Source: Gartner What is Big Data?
  4. 4. 4© 2015 SAP SE or an SAP affiliate company. All rights reserved. 1 Minute of Internet:  240 million emails  4M Google search  2.5M Facebook shares  48K app downloads  72 hours new videos Source: DOMO Data Never Sleeps 2.0 Big Data is Omnipresent
  5. 5. 5© 2015 SAP SE or an SAP affiliate company. All rights reserved. Fueled by hyper-connectivity Internet of things Internal | © 2014 SAP SE or an SAP affiliate company. All rights reserved.
  6. 6. Source OECD Exploring Data-Driven Innovation as a New Source of Growth, 2013 © OECD GPS provider TomTom adds five billion measurement points every day
  7. 7. Global wearables market will reach 148 million units shipped annually in 2019 Source: Business Insider 2015 Photo: Intel Free Press
  8. 8. 8© 2015 SAP SE or an SAP affiliate company. All rights reserved. A typical family home could contain more than 500 Smart Devices by 2022 Source: Gartner, Sept 2014
  9. 9. 9© 2015 SAP SE or an SAP affiliate company. All rights reserved. IoT Big Data Analytics This intersection of IoT, Big Data & Analytics … Create insight beyond data itself; requires business context for understanding Creating a deluge of raw data ready to be mined for insights Technologies to collect, store and process diverse data at scale
  10. 10. 10© 2015 SAP SE or an SAP affiliate company. All rights reserved. … is creating unchartered territory to gain benefit of (or be drowned by) data and having (or losing) competitive edge tweet this
  11. 11. Potential to solve problems previously not solvable  “Data for Good”  Transparent government  Challenge conventional ways of doing business
  12. 12. 12© 2015 SAP SE or an SAP affiliate company. All rights reserved. And creating a new generation of companies built around data
  13. 13. 13© 2015 SAP SE or an SAP affiliate company. All rights reserved. Big Data brings new thinking to Data Governance and Quality  What’s important to govern?  Roles and responsibilities for the new data  Policies, standards, and metrics
  14. 14. … as well as risks to consider  Privacy  Security  Mistaking patterns for reality - lack of context  Discrimination resulting from profiling
  15. 15. 15© 2015 SAP SE or an SAP affiliate company. All rights reserved. A fine line between cool …
  16. 16. 16© 2015 SAP SE or an SAP affiliate company. All rights reserved. … and creepy  Ad campaign to curb Hong Kong’s trash problem  “Face of Litter”  Digital portrait from small traces of DNA tweet this OGILVY
  17. 17. Perceived privacy and security risks could undermine consumer confidence
  18. 18. But don’t let Big Data risks keep you from innovating tweet this
  19. 19. Global survey finds that about two-thirds of people are willing to share data in exchange for benefits. Data: Designing for TransparencySource: Timothy Morey, Theodore “Theo” Forbath & Allison Schoop From: “Customer Data: Designing for Transparency and Trust”, May 2015, HBR
  20. 20. 20© 2015 SAP SE or an SAP affiliate company. All rights reserved. Meaningful brands gain 46% more share of wallet and outperform the stock market by 133% Source: 2015 ‘Meaningful Brands Report’, Havas Media But trust is no longer enough … Consumers prefer brands with purpose.
  21. 21. With Big Data comes big responsibility tweet this
  22. 22. Do your big data practices reflect your company’s business values? tweet this
  23. 23. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 23Public OUR VISION Help the world run better and improve people’s lives OUR MISSION Help our customers run at their best OUR PASSIONS Are based on teamwork, accountability, professionalism, integrity and trust. SAP corporate values
  24. 24. 24© 2015 SAP SE or an SAP affiliate company. All rights reserved. Big Data is changing how SAP boardroom meetings are run – with real-time insights, analytics and decision-making.
  25. 25. 25© 2015 SAP SE or an SAP affiliate company. All rights reserved. Insight-driven event experience WiFi sensors and attendee scans allow us to better understand likes and intent in order to deliver more personalized event experience
  26. 26. © 2015 SAP SE or an SAP affiliate company. All rights reserved. 26Public A New Set of Opportunities due to Big DataProduct and experience pathing 128M “scores” ensure SAP customers receive offers, messages and content when they want it, in their preferred channels
  27. 27. Hamburg Port Authority SAP enabled real-time freight traffic management, reduced idle-time for drivers, and increased container turn-over without increasing size of port.
  28. 28. 28© 2015 SAP SE or an SAP affiliate company. All rights reserved. Unlocking Big Data value while maintaining morality
  29. 29. 29© 2015 SAP SE or an SAP affiliate company. All rights reserved. Keys to unlocking value of Big Data: #1: Transparency  Be an advocate, not an adversary  Make your privacy policy and opt-in visible and easy to understand  Be transparent about what you’re collecting and why  How is the “new” data reflected in your policy?  Give customers sense of control tweet this
  30. 30. 30© 2015 SAP SE or an SAP affiliate company. All rights reserved. Keys to unlocking value of Big Data: #2: Security  It’s everyone’s job … not just IT  Requires strong partnership with Data Governance, Data Privacy & Security  Who owns the data? Is there a “need to know” threshold? Do you have data you don’t need to have?  Is your outsourced data operations secure?  Do you have the right tools and enablement processes? Are they updated regularly?  Do you perform security audits regularly to keep pace with evolving business landscape. tweet this
  31. 31. 31© 2015 SAP SE or an SAP affiliate company. All rights reserved. Keys to unlocking value of Big Data: #3: Morality (Values)  Initiate internal debate  Do your data practices align with corporate values?  Context is important – what’s acceptable for one company might not be for another  Develop a code of conduct for Big Data  Establish Data Stewards to be customers’ voice  Shift from compliance mindset to stewardship  Decide what’s off-limits - “Should we” v. “Can we”  Does the it pass the “front-page” test? tweet this
  32. 32. Should we vs. can we  Use social media data to detect unemployment benefit fraud  Sensors in rental car to warn drivers of dangerous driving ? Use voice profiling to decide who gets hired ? Establish mood, personality and users’ state of mind ? Identify specific customer behaviors that could compromise their personal lives
  33. 33. 33© 2015 SAP SE or an SAP affiliate company. All rights reserved. Keys to unlocking value of Big Data: #4: Value delivery  What’s the business value to customers? To business?  Collect only the data you need to run your business or improve your customers’ experience  Educate the customers by communicating the benefits beyond just disclosure  Create opportunities for customers to connect and share more with you – progressive profiling  Focus on “give to get” - create a virtuous cycle of trust tweet this
  34. 34. 34© 2015 SAP SE or an SAP affiliate company. All rights reserved. In summary, 7 tips to take home 1.Big Data morality is everyone’s job – not just CEO or IT 2.Be proactive – don’t wait for the first incident/law to react 3.Be transparent & ensure customer’s data is secure 4.Leverage Analytics to bring context to your data 5.Shift from compliance mindset to stewardship 6.Focus on “give to get” to create virtuous cycle of trust 7.When in doubt, let corporate values be your guide tweet this
  35. 35. Thank you Nancy Fessatidis Head of Big Data Analytics nancy.fessatidis@sap.com Twitter: @NancyFessatidis Continue the conversation on Twitter with hashtag #BigDataAnalytics Find out more of what SAP is doing in Big Data at www.sap.com/bigdata Check out the Data Science Association’s “Data Science Code of Professional Conduct” at www.datascienceassn.org/code-of-conduct.html Share the presentation on SlideShare at http://www.slideshare.net/SAPanalytics/big-data- morality-balancing-business-value-and-business-values

×