Upload
stephen-loudermilk
View
192
Download
0
Tags:
Embed Size (px)
Citation preview
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
678-694-2353
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
2 Penn State Big Data and CSR Presentation
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
Penn State Big Data and CSR Presentation 3
Big Data and CSR: The Current and Emerging Landscape
Penn State Big Data and CSR Presentation 3
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?
5 Penn State Big Data and CSR Presentation
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
6 Penn State Big Data and CSR Presentation
Why is It Important and Why Do We Need to Embrace It?
7 Penn State Big Data and CSR Presentation
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.
Big Data and Predictive Analytics By The Numbers
8 Penn State Big Data and CSR Presentation
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
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
9 Penn State Big Data and CSR Presentation
Twice as Many Top Performing Organizations Use Insights to Guide Future Strategies than Lower Performers
10 Penn State Big Data and CSR Presentation
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
Social Investment
Community Development
Environmental Sustainability
The Evolution of Corporate Social Responsibility
11 Penn State Big Data and CSR Presentation
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…
CSR Needs to Be Part of Every Company’s DNA
Penn State Big Data and CSR Presentation 12
CSR
Social media
Sustainability
Product and Customer
Value
Governance
• 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
13 Penn State Big Data and CSR Presentation
• 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?
14 Penn State Big Data and CSR Presentation
• 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
15 Penn State Big Data and CSR Presentation
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?
Data for Good: The Secret to Communicating More Ethically and
Responsibly as a Communicator or Corporation
Penn State Big Data and CSR Presentation 16
• 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”
17 Penn State Big Data and CSR Presentation
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
18 Penn State Big Data and CSR Presentation
Source: B+SP’s Corporate Citizenship Center of Excellence
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
19 Penn State Big Data and CSR Presentation
Real-World Case Studies on Using Big Data Ethically in CSR Campaigns
Penn State Big Data and CSR Presentation 20
Google Flu Trends Analyzes Millions of Searches of Flus
Penn State Big Data and CSR Presentation 21
IBM Leverages Its Smarter Planet Research to Capture Info About The Earth
Penn State Big Data and CSR Presentation 22
• 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
23 Penn State Big Data and CSR Presentation
LexisNexis’ Corporate Responsibility Strategy
Penn State Big Data and CSR Presentation 24
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) [email protected] Twitter: @loudyoutloud linked.com/in/sloudermilk
25 Penn State Big Data and CSR Presentation
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!
Questions
Penn State Big Data and CSR Presentation 26