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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
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 © 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 © 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.
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
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 © 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 © 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
Potential to solve problems
previously not solvable
“Data for Good”
Transparent government
Challenge conventional ways of doing
business
12 © 2015 SAP SE or an SAP affiliate company. All rights reserved.
And creating a new generation
of companies built around data
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
… as well as risks to consider
Privacy
Security
Mistaking patterns
for reality - lack of
context
Discrimination
resulting from
profiling
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
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OGILVY
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
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.
© 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
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 © 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
© 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.
28 © 2015 SAP SE or an SAP affiliate company. All rights reserved.
Unlocking Big Data value while
maintaining morality
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
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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.
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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?
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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
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
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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
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Thank you Nancy Fessatidis
Head of Big Data Analytics
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