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 tweet this

http://ctt.ec/a01x0

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

http://ctt.ec/bead8

Perceived privacy and security risks could

undermine consumer confidence

But don’t let Big Data risks keep you

from innovating tweet this

http://ctt.ec/GYjZk

Global survey finds that about two-thirds of people

are willing to share data in exchange for benefits.

Data: Designing for Transparency Source: 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 tweet this

http://ctt.ec/PxYrN

Do your big data

practices reflect

your company’s

business values? tweet this

http://ctt.ec/ia60P

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 23 Public

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.

http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013


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. 26 Public

A New Set of Opportunities due to Big Data Product 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

tweet this

http://ctt.ec/5mD5i



#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

http://ctt.ec/5mD5i



#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

http://ctt.ec/5mD5i

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

tweet this

http://ctt.ec/5mD5i


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

http://ctt.ec/C1t70

Thank you Nancy Fessatidis

Head of Big Data Analytics

[email protected]

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

mailto:[email protected]

http://www.sap.com/bigdata

http://www.datascienceassn.org/code-of-conduct.html





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