ken demma - big data morality mit 7-22 v2
TRANSCRIPT
Big Data Morality:Balancing Business Value and Business Values
Ken Demma
SAP Big Data Analytics
July 2015
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Factors
Accelerating
Big Data
Steps for
Unlocking
Value
Unchartered
Territory
Values As
Your Guide
Our Purpose and Journey Today
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Marketing
and
Analytics
Veteran
Faculty at
Babson
College
Insight-
Driven
Marketing
@ SAP
Big Data
Analytics
@ SAP
A Practitioner’s Perspective
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ERP Software Germany €€€xpensive
Perceptions of SAP focus on our legacy...
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7
2/3 70% 10€A Global
Company
Per user per
month
Revenue from
non ERP
But we are not exclusively our legacy…
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For more than 40 years, SAP has helped
businesses run better and improve people’s
lives everywhere.
At the global level
Helping customers
optimize resources
and protect the
environment
At the business level
Helping companies
harness data to stay
ahead of change and
innovate for growth
At the personal level
Helping people have
a greater voice and
live better lives
by personalizing
engagement
74% of the world’s transaction
revenue touches an SAP system.
SAP mobile solutions reach 97%of the world’s mobile subscribers
via text messaging.
SAP customers represent 98%of the top 100 most valued brands
in the world.
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High volume, high velocity, and high varietyinformation assets that require new forms of
processing to enable enhanced decision making,
insight discovery and process optimization.Source: Gartner
What is Big Data?
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1 Minute of Internet:
240 million emails
4M Google search
2.5M Facebook shares
48K app downloads
72 hours new videosSource: DOMO Data Never Sleeps 2.0
Big Data is Omnipresent
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Social GPS apps track movements of 50 M
users and encourage crowd-sourcing to
improve real-time routing
Wearable technology is gaining adoption - global
wearables market will reach 148 million units
shipped annually in 2019Source: Business Insider 2015
Photo: Intel Free Press
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A typical home could contain more than 500 Smart Devices by 2022
Source: Gartner, Sept 2014
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So, this is “a lot of data”…
How’s It Different?
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IoTBig
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
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… is creating unchartered territory
to gain benefit of (or be drowned by) data
and having (or losing) competitive edge
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And creating a new generation
of companies built around data
Logos are not SAP property
Perceived privacy and security risks could
undermine consumer confidence
Logos are not SAP property
But don’t let Big Data risks keep you
from innovating
More than six-in-10 businesses (62%) say they
use ‘customer insight’ programs… 79% believe
that it boosts revenueSource: Ernst & Young June 2015
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
81% of consumers say they are more likely to give
their business to companies they can trust to use
the data they collect about them appropriatelySource: The Guardian 2013
In this new time…
Are your big data
practices inspired by
your company’s
business values?
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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
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Big Data is transforming how SAP boardroom
meetings are run – with real-time insights,
analytics and decision-making.
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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
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Insight-driven events
Wifi sensors and attendee scans allow us to better
understand likes and intent in order to deliver more
personalized event experience
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Unlocking Big Data value while
maintaining morality
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Keys to unlocking value of Big Data:
#1: Transparency
Be an advocate, not an adversary
Make your privacy, use and opt-in policies
visible and easy to understand
Be transparent what’s being collected and
why…and how it will be used
How is the “new” data reflected in your policy?
Give customers a sense of control
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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? Who is allowed to access?
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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Keys to unlocking value of Big Data:
#3: Business 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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Keys to unlocking value of Big Data:
#4: Reflect Your Values
Identify how and where your values are reflected
in your data and analytics practices
Initiate internal debate – now!
Context is important – what’s acceptable for one
company might not be for another
Develop a code of conduct for Big Data
Shift from compliance mindset to stewardship
Establish Data Stewards to be customers’ voice
Does the it pass the “front-page” test?
Think about…
What should be done vs. what can be done
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 relationships
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Approach Big Data Morality
1. Big Data morality is everyone’s job
2. Be proactive – initiate the dialog
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…and Customer
value…be your guide
Thank youKen Demma
VP, Big Data Analytics
Twitter: @KenDemma
Continue the conversation on Twitter with hashtag
#DataMorality
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
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morality-balancing-business-value-and-business-values