A presentation on how Big Data and CSR can be used together to develop a more responsible corporate or non-profit strategy.

1. Big Data – Big Responsibilities
Current and Emerging Trends in Big Data and CSR
Stephen Loudermilk, Global Director, Media & Analyst Relations, LexisNexis
Chairman, PRSA Tech Section and Treasurer, PRSA Southeast District
stephen.loudermilk@lexisnexis.com
678-694-2353

2. Zoo Atlanta runs conservation programs in Georgia and across the
world.
• Conservation of wild animals and natural habitats
• Work with local communities to converse their environment and promote
sustainability
Green Initiatives
• Green Team
• Green Tips and Tips for Kids
Research
• Giant Panda Research
• Great Ape Heart Project
Zoo Atlanta is Not Just About Wild Animals
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3. Overview
What this Presentation Will Cover
Big Data and CSR: The Current and Emerging Landscape
Data for Good: The Secret to Communicating More Ethically and
Responsibly as a Communicator or Corporation
Real-World Case Studies on Using Big Data Ethically in CSR Campaigns
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4. Big Data and CSR: The Current and Emerging Landscape
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5. According to Wikipedia, Big Data is the term for a collection of data sets so
large and complex that it becomes difficult to process using on-hand database
management tools or traditional data processing applications. The challenges
include capture, curation, storage, search, sharing, transfer, analysis, and
visualization.
What is Big Data?
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6. Recent blog post from Shazam…
Jim Lucchese, the chief executive of the Echo Nest, a music data
company that works with Spotify, Sirius XM and others but was
not involved with the Warner-Shazam deal, said that the challenge
is not so much getting access to information as having the
expertise to interpret it.
“The massive amount of data that’s available is incredibly
exciting,” Mr. Lucchese said. “The reality is that there is a
scarcity of people out there who really know how to make sense of
it.”
…But It’s Not Just About Zeros and Ones and Lots of Information
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7. Why is It Important and Why Do We Need to Embrace It?
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It looks at large data sets and turns
raw data into “actionable
intelligence” and insights to make
better, more valuable marketing/PR
decisions
It provides clarity and clear
analysis of information so you can
sound like an analyst at the CEO’s
table
It helps forecast market trends so
your marketing/PR campaigns can
be more impactful to your customer
base in the future
It helps monitor the volume, reach
and sentiment of social media
activity around a product, brand and
trend.

8. Big Data and Predictive Analytics By The Numbers
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54% of PR people didn’t know what Big Data is, according to a
recent Ragan Communications Survey
91% of marketing leaders believe successful brands use customer
data to drive business decisions, according to BRITE/NYAMA
90% of the world’s total data has been created just within the past
two years, according to IBM

9. Think about things
from an analytical
POV (i.e. be close
to your statistician
and market
researchers)
Become a digital
citizen and learn
more about
responsibly using
data and
information
Start
experimenting and
looking at data in
new ways.
Become a Big Data
collector
Work with your
legal, CSR and
privacy
departments to
understand laws
and regulations
Big Data and CSR Skills Important For Becoming Better Communicators in the
Future
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10. Twice as Many Top Performing Organizations Use Insights to Guide Future
Strategies than Lower Performers
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45%
53%
20%
27%
0%
20%
40%
60%
Use insights to guide
future strategies
Use insights to guide
day-to-day
operations
Top Performer Lower Performer
Market Insights
• Top performing organizations use
analytics five times more than lower
performing organizations1
• 50% of respondents said that
improvement of information and
analytics was a top priority in their
organizations1
• 60% agreed that their organization has
more data than it can use effectively 1
• 70% of high-performing companies will
manage their business processes using
real-time predictive analytics or
extreme collaboration by 2016.2
Sources: 1) Analytics: The New Path to Value, a joint MIT Sloan Management Review and IBM Institute for Business Value study 2) Analysts to
Discuss Future BPM Trends at Gartner Business Process Management Summit 2013, March 13-14 in London
Analytics To Drive Business Decisions

11. Social
Investment
Community
Development
Environmental
Sustainability
The Evolution of Corporate Social Responsibility
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It has come along way over the last 10 years. Now, most
major brands have CSR reports.
Profit and
Loss
Shareholder
Value
Product
Investment
It used to be all about…
Now, it’s much more about…

12. CSR Needs to Be Part of Every Company’s DNA
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CSR
Social media
Sustainability
Product and
Customer
Value
Governance

13. • Big Data will be used to solve social problems, increase the efficiency of a
business or strategize about business goals/objectives
• There’s tons of data (both structured and unstructured) being harnessed
from the web and millions of public and private resources
• Corporations, researchers and communicators need to make sense of it all
to solve problems (i.e. helping people in need, predicting/forecasting
medical issues, natural disasters).
The Intersection of Big Data and CSR
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14. • Gather inputs from a wide variety of key stakeholders to see how your
company is perceived from NGOs and government group, suppliers,
employees and customers.
• Identify and respond to the correct external data.
• Social media sentiment and context can give your company a better way to
perceive its value
• It can be a useful tool for rating CSR and sustainability performance
Why Use Big Data to Measure CSR?
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15. • Companies that collect data on their users need to find out how that data
will be used and protected.
• Have a full understanding of trends in legislation, data breaches,
government oversight, advertising/marketing
• Key questions:
Understanding Big Data Risks Is Essential In Your CSR Strategy
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How is data privacy
being addressed inside
your company?
Are you evaluating
third-party data
collection practices?
Are you simplifying
your communications
to the public regarding
data usage?

16. Data for Good: The Secret to Communicating More Ethically and
Responsibly as a Communicator or Corporation
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17. • According to Forrester, 56% of business and IT decision see
improving the use of data and analytics to improve business
decisions.
• Sample uses of “Data for good”
 Conduct community outreach/philanthropy campaigns using Big Data,
social media, and other unstructured sources of data
 Use contributory databases to find wanted criminals, terrorists and
children
It’s Not Just About Collecting Data But Using “Data for Good”
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18. How it can improve corporate citizenship efforts?
• Improve reporting accuracy and number of data points
• Personalize employee engagement with deeper insights
• Redefine market segments
But we need to be careful of these caveats…
• We are only at the tip of the iceberg
• Training and development and helping people become more
“data literate
• Information security
Big Data = Big Corporate Citizenship
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Source: B+SP’s Corporate Citizenship Center of Excellence

19. Notwithstanding the NSA PRISM scandal, using a data for
good strategy is increasing becoming important in the corporate
and non-profit world.
• Data for good adds value to the community
• Discussion about how people can utilize their personal data to
monetize personal data points
• Solving major world problems by realizing the power of our
personal data for good
Tracking Personal Information for Good
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20. Real-World Case Studies on Using Big Data Ethically in CSR Campaigns
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21. Google Flu Trends Analyzes Millions of Searches of Flus
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22. IBM Leverages Its Smarter Planet Research to Capture Info About The Earth
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23. • 4-year project to establish 6 to 8 investigator-initiated Big Data
to Knowledge Centers of Excellence
• Centers will improve the ability of the research community to
use increasingly large and complex datasets through the
development and distribution of innovative approaches,
methods, software, and tools for data sharing, integration,
analysis and management.
• The centers will also provide training for students and
researchers to use and develop data science methods.
NIH Commits $24 Million Annually for Big Data Centers of Excellence
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24. LexisNexis’ Corporate Responsibility Strategy
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25. CSR and Big Data Are Becoming Big Mega Trends But You Need to Apply Them
Correctly for Success
Stephen Loudermilk
678-694-2353 (office)
678-602-9452 (mobile)
stephen.loudermilk@lexisnexis.com
Twitter: @loudyoutloud
linked.com/in/sloudermilk
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Key Points:
Leveraging CSR and Big Data best practices is transforming the companies
and communicators of the future.
 Big Data is the future but becoming a “data for good” expert is a smarter
way to make a difference as a communicator
 Learn from the companies on the cutting edge of CSR and Big Data!

26. Questions
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