1. Big Data Application to CSR
MBA 541
N72 CHERRY LIU

2. • What is Big data?

3. 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.

4. • Why is It Important and Why Do We Need to
Embrace It?
 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 that sounds like an analyst
at the CEO’s table
 It helps forecast market trends so
marketing/PR campaigns can be more
impactful to customers base in the
future
 It helps monitor the volume, reach and
sentiment of social media activity
around a product, brand and trend.

5. • Facts
54% of 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

6. • Trend
Big Data and CSR
Skills Important For
Becoming Better
Communicators in
the Future
Think about
things from an
analytical POV
(i.e. be close to
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 legal,
CSR and privacy
departments to
understand laws
and regulations

7. Twice as Many Top Performing Organizations Use Insights to Guide
Future Strategies than Lower Performers
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
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

8. The Evolution of Corporate Social Responsibility
Profit and
Loss
Shareholder
Value
Product
Investment
It used to be all about…
Now, it’s much more about…
Social
Investment
Community
Development
Environmental
Sustainability
It has come along way over the last 10 years. Now, most major
brands have CSR reports.

9. Why Use Big Data to Measure CSR?
•Gather inputs from a wide variety of key stakeholders to see
how companies 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 companies a
better way to perceive its value
•It can be a useful tool for rating CSR and sustainability
performance

10. It’s Not Just About Collecting Data But
Using “Data for Good”
•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

11. Google Flu Trends Analyzes Millions of Searches of Flus

12. IBM Leverages Its Smarter Planet Research to
Capture Info About The Earth

13. Subcategory Competitor Rating and Percentile Ranking

14. Reference
Analysts to Discuss Future BPM Trends. (2014). Gartner Business Process Management
Summit 2014, (pp. 13-14). London.
Gidwani, B. (2015). A Big Data Approach to Gathering CSR Data. Retrieved from CSR Hub:
http://www.csrhub.com/blog/2012/09/a-big-data-approach-to-gathering-csr-data.html
Gidwani, B. (2015). Why Use Big Data to Measure CSR? Retrieved from CSR Hub:
http://www.csrhub.com/blog/2012/09/why-use-big-data-to-measure-csr.html
Hepler, L. (2014). Big Data and CSR: Ready or not, more transparency is coming. Retrieved
from GreenBiz: http://www.greenbiz.com/article/big-data-and-csr-ready-or-not-
transparency-here
MITSloan. (2010). Analytics: The New Path to Value.