Ken Demma - Big Data Morality MIT 7-22 v2

Big Data Morality:Balancing Business Value and Business Values

Ken Demma

SAP Big Data Analytics

July 2015

2© 2015 SAP SE or an SAP affiliate company. All rights reserved.

Factors

Accelerating

Big Data

Steps for

Unlocking

Value

Unchartered

Territory

Values As

Your Guide

Our Purpose and Journey Today


Marketing

and

Analytics

Veteran

Faculty at

Babson

College

Insight-

Driven

Marketing

@ SAP

Big Data

Analytics

@ SAP

A Practitioner’s Perspective


ERP Software Germany €€€xpensive

Perceptions of SAP focus on our legacy...


7

2/3 70% 10€A Global

Company

Per user per

month

Revenue from

non ERP

But we are not exclusively our legacy…


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.


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?


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


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


A typical home could contain more than 500 Smart Devices by 2022

Source: Gartner, Sept 2014


So, this is “a lot of data”…

How’s It Different?

Internal | © 2014 SAP SE or an SAP affiliate company. All rights reserved.


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


… is creating unchartered territory

to gain benefit of (or be drowned by) data

and having (or losing) competitive edge


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?

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 22Public

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 transforming how SAP boardroom

meetings are run – with real-time insights,

analytics and decision-making.

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

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

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 24Public

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


Insight-driven events

Wifi sensors and attendee scans allow us to better

understand likes and intent in order to deliver more

personalized event experience


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, 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



#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.



#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



#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


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

[email protected]

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

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

http://www.slideshare.net/SAPanalytics/big-data-morality-balancing-business-value-and-business-values

Ken Demma - Big Data Morality MIT 7-22 v2

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