Balancing Business Value and Business Values with Big Data

Big Data Morality:
Balancing Business Value and Business Values
Nancy Fessatidis
SAP Big Data Analytics
June 2015

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

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?

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

Fueled by hyper-connectivity
Internet of things
Internal | © 2014 SAP SE or an SAP affiliate company. All rights reserved.

Source OECD Exploring Data-Driven Innovation as a New Source of Growth, 2013 © OECD
GPS provider TomTom adds five billion
measurement points every day

Global wearables market will reach 148 million
units shipped annually in 2019
Source: Business Insider 2015
Photo: Intel Free Press

A typical family home could contain more
than 500 Smart Devices by 2022
Source: Gartner, Sept 2014

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

… is creating unchartered territory
to gain benefit of (or be drowned by) data
and having (or losing) competitive edge
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Potential to solve problems
previously not solvable
 “Data for Good”
 Transparent government
 Challenge conventional ways of doing
business

And creating a new generation
of companies built around data

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

… as well as risks to consider
 Privacy
 Security
 Mistaking patterns
for reality - lack of
context
 Discrimination
resulting from
profiling

A fine line between cool …

… and creepy
 Ad campaign to
curb Hong Kong’s
trash problem
 “Face of Litter”
 Digital portrait
from small traces
of DNA
tweet this
OGILVY

Perceived privacy and security risks could
undermine consumer confidence

But don’t let Big Data risks keep you
from innovating tweet this

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

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.

With Big Data comes big responsibility
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Do your big data
practices reflect
your company’s
business values?
tweet this

© 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

Big Data is changing how SAP boardroom
meetings are run – with real-time insights,
analytics and decision-making.

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

© 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

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.

Unlocking Big Data value while
maintaining morality

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
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#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.
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#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?
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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

#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
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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
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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

Balancing Business Value and Business Values with Big Data

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