Your company's data could help end world hunger | Mallory Freeman

52,673 views ・ 2016-11-29

TED


Mesedez, egin klik bikoitza beheko ingelesezko azpitituluetan bideoa erreproduzitzeko.

Translator: Jone Aliri Lazcano Reviewer: Ainize Sarrionandia
00:12
June 2010.
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2010eko ekaina.
00:15
I landed for the first time in Rome, Italy.
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Lehenbizikoz nintzen Erroman, Italian.
00:19
I wasn't there to sightsee.
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Ez nintzen turismoa egitera joan.
00:21
I was there to solve world hunger.
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Munduko gosea konpontzera baizik.
(Barreak)
00:25
(Laughter)
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00:27
That's right.
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Hori da.
00:28
I was a 25-year-old PhD student
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25 urteko dokotegaia nintzen
00:30
armed with a prototype tool developed back at my university,
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nire unibertsitatean sortutako tresna baten prototipo batekin,
00:33
and I was going to help the World Food Programme fix hunger.
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eta Munduko Elikagai Programan laguntzera nindoan.
00:37
So I strode into the headquarters building
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Egoitza nagusira sartu nintzen
00:40
and my eyes scanned the row of UN flags,
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eta NBetako bandera ilarari begiratu bat bota nion,
00:43
and I smiled as I thought to myself,
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irribarre egin eta pentsatu nuen
00:46
"The engineer is here."
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"ingeniaria hemen da."
00:48
(Laughter)
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(Barreak)
00:50
Give me your data.
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Emaizkidazue zuen datuak.
00:52
I'm going to optimize everything.
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Guztia optimizatzera noa.
00:54
(Laughter)
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(Barreak)
00:56
Tell me the food that you've purchased,
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Esaidazue ze janari erosi duzuen,
00:58
tell me where it's going and when it needs to be there,
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nora joan behar duen eta noizko,
eta esango dizuet, motzena, azkarrena eta merkeena
01:01
and I'm going to tell you the shortest, fastest, cheapest,
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01:03
best set of routes to take for the food.
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den bidea, janaria eramateko.
01:05
We're going to save money,
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Dirua aurreztuko dugu,
01:07
we're going to avoid delays and disruptions,
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atzerapenak eta eragozpenak ekidingo ditugu,
01:09
and bottom line, we're going to save lives.
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eta azkenik, bizitzak salbatuko ditugu.
Ez horregatik.
01:12
You're welcome.
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01:13
(Laughter)
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(Barreak)
12 hilabetetan egina izango zela uste nuen,
01:15
I thought it was going to take 12 months,
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ados, agian 13 hilabetetan.
01:17
OK, maybe even 13.
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01:19
This is not quite how it panned out.
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Baina ez zen horrela izan.
01:23
Just a couple of months into the project, my French boss, he told me,
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Proiektuan pare bat hilabete nindoala nire nagusiak esan zidan
01:27
"You know, Mallory,
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"Mallory,
01:29
it's a good idea,
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ideia ona da,
01:30
but the data you need for your algorithms is not there.
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baina zure algoritmoetarako behar dituzun datuak ez daude hemen.
01:34
It's the right idea but at the wrong time,
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Ideia ona da, baina une txarrean,
01:36
and the right idea at the wrong time
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eta ideia ona une txarrean
ideia txarra da."
01:39
is the wrong idea."
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01:40
(Laughter)
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(Barreak)
01:42
Project over.
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Proiektua amaituta.
Apurtuta nengoen.
01:45
I was crushed.
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Orain atzera begiratzean,
01:49
When I look back now
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01:50
on that first summer in Rome
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Erromako lehen uda hartara,
eta azken sei urteetan zenbat aldatu den ikusten dut,
01:52
and I see how much has changed over the past six years,
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01:54
it is an absolute transformation.
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erabateko eraldaketa izan da.
01:57
It's a coming of age for bringing data into the humanitarian world.
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Mundu berri bat da informazioaren eta laguntza humanitarioarentzat.
Kitzikagarria da. Inspiratzailea.
02:02
It's exciting. It's inspiring.
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02:04
But we're not there yet.
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Baina oraindik ez gaude hor.
02:07
And brace yourself, executives,
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Eta adi exekutiboak,
02:09
because I'm going to be putting companies
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hor jardungo naizelako, konpainiak
02:11
on the hot seat to step up and play the role that I know they can.
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errudunen aulkian ipintzen, euren eginbeharra bete dezaten.
02:17
My experiences back in Rome prove
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Erroman izan nituen esperientziek erakutsi zidaten
02:20
using data you can save lives.
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informazioa baliatuz bizitzak salba zitezkeela.
02:23
OK, not that first attempt,
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Beno ez lehen saiakeran,
02:25
but eventually we got there.
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baina halako batean lortu genuen.
02:28
Let me paint the picture for you.
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Utz iezaidazue irudia deskribatzen.
02:30
Imagine that you have to plan breakfast, lunch and dinner
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Pentsa gosaria, bazkaria eta afaria planifikatu behar direla
500.000 pertsonentzat,
02:33
for 500,000 people,
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02:34
and you only have a certain budget to do it,
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eta horretarako aurrekontu bat daukazuela,
02:36
say 6.5 million dollars per month.
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demagun 6.5 milioi dolar hilean.
02:40
Well, what should you do? What's the best way to handle it?
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Zer egin beharko zenukete? Zein da kudeatzeko modu egokiena?
02:44
Should you buy rice, wheat, chickpea, oil?
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Arroza, garia, garbantzoak, olioa erosi beharko lirateke?
02:47
How much?
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Zenbat?
Sinplea dirudi. Ez da.
02:49
It sounds simple. It's not.
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30 elikagai desberdin dituzue, bost aukeratu behar dituzue.
02:51
You have 30 possible foods, and you have to pick five of them.
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02:54
That's already over 140,000 different combinations.
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140.000 konbinaketa baino gehiago lirateke.
02:57
Then for each food that you pick,
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Gainera, elikagai bakoitzeko,
02:59
you need to decide how much you'll buy,
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zenbat erosi erabaki behar da,
03:01
where you're going to get it from,
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non erosiko den,
03:03
where you're going to store it,
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non gordeko den,
03:05
how long it's going to take to get there.
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zenbat denboran eramango den hara.
03:07
You need to look at all of the different transportation routes as well.
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Garraiobide guztiak aztertu beharko dira.
900 milioi aukera baino gehiago lirateke.
03:11
And that's already over 900 million options.
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Aukera bakoitza segundu batez kontsideratuko bazenute,
03:14
If you considered each option for a single second,
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03:16
that would take you over 28 years to get through.
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28 urte beharko zenituzkete.
03:18
900 million options.
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900 milioi aukera.
Hortaz, erabakiak hartzeko tresna sortu genuen
03:21
So we created a tool that allowed decisionmakers
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03:23
to weed through all 900 million options
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900 milioi aukerak aztertzeko
03:26
in just a matter of days.
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egun gutxi batzuetan.
03:28
It turned out to be incredibly successful.
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Oso arrakastatsua izan zen.
03:31
In an operation in Iraq,
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Irak-eko operazio batean,
03:32
we saved 17 percent of the costs,
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kostuaren %17 aurreztu genuen,
03:35
and this meant that you had the ability to feed an additional 80,000 people.
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eta honek 80.000 pertsona gehiago elikatzea suposatzen zuen.
03:39
It's all thanks to the use of data and modeling complex systems.
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Guztia datuen erabilerari esker, eta sistema konplexuak modelatzeari esker.
03:44
But we didn't do it alone.
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Baina ez genuen bakarrik egin.
03:46
The unit that I worked with in Rome, they were unique.
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Erroman lankide izan nuen unitatea paregabea zen.
03:49
They believed in collaboration.
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Lankidetzan sinesten zuten.
03:51
They brought in the academic world.
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Mundu akademikoa ekarri zuten.
Konpainiak ekarri zituzten.
03:53
They brought in companies.
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03:55
And if we really want to make big changes in big problems like world hunger,
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Eta gosetea bezalako arazo handietan benetan aldaketak egin nahi baditugu,
03:58
we need everybody to the table.
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guztion lankidetza behar dugu.
Erakunde humanitarioetako datuak aztertzen dituzten pertsonen
04:02
We need the data people from humanitarian organizations
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gidaritza behar dugu,
04:05
leading the way,
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04:06
and orchestrating just the right types of engagements
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behar diren bezalako loturak ezarriz
04:08
with academics, with governments.
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akademikoekin eta gobernuekin.
04:10
And there's one group that's not being leveraged in the way that it should be.
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Eta bada talde bat beharko lukeen bezala jokatzen ari ez dena.
04:14
Did you guess it? Companies.
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Asmatu duzue zein? Konpainiak.
04:16
Companies have a major role to play in fixing the big problems in our world.
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Konpainiek gure munduko arazoak konpontzen paper garrantzitsu bat dute.
04:20
I've been in the private sector for two years now.
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Duela bi urtetik hona sektore pribatuan nago.
04:23
I've seen what companies can do, and I've seen what companies aren't doing,
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Konpainiek egin dezaketena ikusi dut, baita egiten ari ez direna ere,
04:26
and I think there's three main ways that we can fill that gap:
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eta uste dut hiru modu daudela hutsune hori betetzeko:
04:30
by donating data, by donating decision scientists
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datuak dohaintzan emanez, erabaki hartzaile zientifikoak emanez
04:33
and by donating technology to gather new sources of data.
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eta teknologia emanez, data iturri berriak bilatzeko.
04:37
This is data philanthropy,
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Hau datu filantropia da,
04:39
and it's the future of corporate social responsibility.
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eta etorkizuneko korporazioen ardura soziala da.
Gainera, ikuspuntu enpresarialetik ere zentzua du.
04:43
Bonus, it also makes good business sense.
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04:46
Companies today, they collect mountains of data,
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Egun, enpresek datu kantitate handiak jasotzen dituzte,
beraz, egin dezaketen lehen gauza datuak ematea da.
04:50
so the first thing they can do is start donating that data.
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04:52
Some companies are already doing it.
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Konpainia batzuk jada egiten dute.
Adibidez, Telecom konpainiak.
04:55
Take, for example, a major telecom company.
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04:57
They opened up their data in Senegal and the Ivory Coast
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Senegalen eta Boli Kostan euren datuak ireki zituzten
05:00
and researchers discovered
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eta ikerlariek zera aurkitu zuten,
05:02
that if you look at the patterns in the pings to the cell phone towers,
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telefonoen antenetako errepikapenen patroiak behatuz gero,
05:05
you can see where people are traveling.
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jendea nora doan ikusi daitekeela.
05:07
And that can tell you things like
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Eta hainbat gauza esan ditzakezula, adibidez
05:09
where malaria might spread, and you can make predictions with it.
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malaria nora hedatu daitekeen, horrekin iragarpenak eginez.
Edo, demagun satelite konpainia berritzaile bat.
05:13
Or take for example an innovative satellite company.
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05:15
They opened up their data and donated it,
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Euren datuak ireki eta eman zituzten,
eta horrekin zera kontrolatu daiteke:
05:18
and with that data you could track
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05:19
how droughts are impacting food production.
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lehorteek elikagai ekoizpenean duten eragina.
05:22
With that you can actually trigger aid funding before a crisis can happen.
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Horrekin krisia gertatu aurretik laguntza martxan jar daiteke.
05:27
This is a great start.
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Hori hasiera bikaina da.
05:29
There's important insights just locked away in company data.
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Aurkikuntza handiak daude konpainien datuetan giltzapetuta.
05:34
And yes, you need to be very careful.
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Eta bai, oso kontuz ibili behar gara.
05:36
You need to respect privacy concerns, for example by anonymizing the data.
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Pribazitatea errespetatu behar da, adibidez datuak anonimizatuz.
05:39
But even if the floodgates opened up,
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Baina uhateak irekiko balira ere,
05:42
and even if all companies donated their data
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eta konpainia guztiek datuak emango balituzte
05:45
to academics, to NGOs, to humanitarian organizations,
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akademikoek, GKE-k eta erakunde humanitarioek erabiltzeko,
05:48
it wouldn't be enough to harness that full impact of data
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ez litzateke nahikoa izango datuen eragin osoa aprobetxatzeko
05:51
for humanitarian goals.
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helburu humanitarioak betetzeko.
05:54
Why?
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Zergatik?
05:55
To unlock insights in data, you need decision scientists.
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Datuek ezkutatzen dutena ikusteko, erabaki hartzaileak behar dituzu.
05:59
Decision scientists are people like me.
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Erabaki hartzaile zientifikoak ni bezalako pertsonak dira.
06:02
They take the data, they clean it up,
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Datuak hartu, garbitu,
eraldatu eta algoritmo erabilgarrietan sartzen dituzte
06:04
transform it and put it into a useful algorithm
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06:06
that's the best choice to address the business need at hand.
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hori da aukerarik onena egin beharrekoa egiteko.
06:09
In the world of humanitarian aid, there are very few decision scientists.
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Laguntza humanitarioaren munduan, erabaki hartzaile gutxi daude.
06:13
Most of them work for companies.
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Gehienak konpainietan daude.
06:16
So that's the second thing that companies need to do.
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Beraz hori da konpainiek egin beharreko bigarren gauza.
Datuak emateaz gain,
06:19
In addition to donating their data,
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06:20
they need to donate their decision scientists.
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erabaki hartzaileak eman behar dituzte.
06:23
Now, companies will say, "Ah! Don't take our decision scientists from us.
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Konpainiek zera esango dute: "Eh! ez kendu guri erabaki hartzaileak.
06:29
We need every spare second of their time."
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beraien denbora guztia behar dugu."
06:32
But there's a way.
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Baina bada modu bat.
06:35
If a company was going to donate a block of a decision scientist's time,
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Konpainia bat erabaki hartzaile baten denbora kopuru bat ematera badoa,
06:38
it would actually make more sense to spread out that block of time
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zentzu gehiago izango luke kopuru hori barreiatzeak
06:41
over a long period, say for example five years.
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denbora tarte luze batean, esaterako 5 urtetan.
06:44
This might only amount to a couple of hours per month,
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Horrela agian hilabeteko pare bat ordu soilik lirateke,
06:47
which a company would hardly miss,
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konpainian ez luke gehiegi eragingo,
06:49
but what it enables is really important: long-term partnerships.
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baina horrela zera lortuko litzateke: epe luzeko asoziazioak.
06:54
Long-term partnerships allow you to build relationships,
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Epe luzeko asoziazioek erlazioak sortzea ahalbideratzen dute,
06:57
to get to know the data, to really understand it
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datuak ezagutzera heltzeko, benetan ulertzeko,
07:00
and to start to understand the needs and challenges
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eta erakunde humanitarioak dituen
07:02
that the humanitarian organization is facing.
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beharrak eta zailtasunak ezagutzeko.
07:06
In Rome, at the World Food Programme, this took us five years to do,
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Erroman, Munduko Elikagaien Programan luze jo zigun,
07:09
five years.
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5 urte.
Lehen hiru urteak, beno hau ezin da murriztu.
07:11
That first three years, OK, that was just what we couldn't solve for.
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07:14
Then there was two years after that of refining and implementing the tool,
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Horren ostean bi urtez tresna hobetu eta martxan jarri
07:17
like in the operations in Iraq and other countries.
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Irak eta beste herrialdeetako operazioetan bezala.
07:21
I don't think that's an unrealistic timeline
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Ez dut uste planifikazio hori errealista ez denik
07:23
when it comes to using data to make operational changes.
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operazioetan datuak erabiliz aldaketak egitean.
07:26
It's an investment. It requires patience.
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Inbertsio bat da. Pazientzia eskatzen du.
07:29
But the types of results that can be produced are undeniable.
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Baina sor daitezkeen emaitzak ukaezinak dira.
07:33
In our case, it was the ability to feed tens of thousands more people.
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Gure kasuan milaka pertsona gehiago elikatzea izan zen.
07:39
So we have donating data, we have donating decision scientists,
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Beraz datuak ematea, erabaki hartzaileak ematea,
07:43
and there's actually a third way that companies can help:
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eta konpainiek lagundu ahal izateko 3. modu bat ere badaukagu:
07:46
donating technology to capture new sources of data.
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datu iturri berriak lortzeko teknologia ematea.
07:49
You see, there's a lot of things we just don't have data on.
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Hainbat gauza ditugu zeinaren oraindik daturik ez dugun.
07:52
Right now, Syrian refugees are flooding into Greece,
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Oraintxe Siriar errefuxatuak Greziara iristen ari dira,
eta NBetako errefuxatuen agentziak esku bete lan du.
07:57
and the UN refugee agency, they have their hands full.
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Egun jendea jarraitzeko modua arkatz eta paperezkoa da,
08:01
The current system for tracking people is paper and pencil,
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horrek zera esan nahi du,
08:04
and what that means is
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08:05
that when a mother and her five children walk into the camp,
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ama bat bere 5 haurrekin kanpamentura sartzean,
08:08
headquarters is essentially blind to this moment.
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egoitza nagusiak ez duela jakingo.
08:10
That's all going to change in the next few weeks,
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Guzti hori aste gutxi barru aldatuko da,
08:13
thanks to private sector collaboration.
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sektore pribatuaren kolaborazioari esker.
08:15
There's going to be a new system based on donated package tracking technology
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Paketeen jarraipeneko teknologian oinarritutako sistema berria egongo da
08:19
from the logistics company that I work for.
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nik lan egiten dudan konpainiak emandakoa.
Sistema berri honekin, datuak jarraitu ahalko dira,
08:22
With this new system, there will be a data trail,
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08:24
so you know exactly the moment
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zehazki jakiteko
08:25
when that mother and her children walk into the camp.
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ama eta bere haurrak kanpamendura noiz iritsi diren.
08:28
And even more, you know if she's going to have supplies
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Are gehiago, hornigaiak izango dituen jakingo dugu
hilabete honetan eta hurrengoan.
08:31
this month and the next.
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08:32
Information visibility drives efficiency.
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Informazioak eraginkortasuna dakar.
08:35
For companies, using technology to gather important data,
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Konpainientzat, teknologia erabiltzea datu garrantzitsuak lortzeko
08:38
it's like bread and butter.
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ogia eta gurina bezala dira.
08:40
They've been doing it for years,
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Urteak daramatzate hortan,
08:41
and it's led to major operational efficiency improvements.
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eta operazio hobekuntza eraginkorrak ekarri ditu.
Imajinatu zure edari konpania gustukoena
08:45
Just try to imagine your favorite beverage company
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08:48
trying to plan their inventory
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euren inbentarioa osatu nahian
08:49
and not knowing how many bottles were on the shelves.
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eta apaletan zenbat boteila dauden jakin ezinean.
08:52
It's absurd.
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Absurdua da.
08:53
Data drives better decisions.
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Datuek erabaki hobeak dakartzate.
08:57
Now, if you're representing a company,
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Konpainia baten ordezkari bazara,
09:00
and you're pragmatic and not just idealistic,
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eta idealistaz gain pragmatikoa bazara,
09:03
you might be saying to yourself, "OK, this is all great, Mallory,
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zeure buruari ariko zara "Ok, hau ederki dago, Mallory,
09:06
but why should I want to be involved?"
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baina zertarako sartuko naiz horretan?"
Gauza batengatik, publizitate onaz gain,
09:09
Well for one thing, beyond the good PR,
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09:11
humanitarian aid is a 24-billion-dollar sector,
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laguntza humanitarioak, 24 bilioi dolar mugitzen ditu,
09:14
and there's over five billion people, maybe your next customers,
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eta 5 bilioi pertsona baino gehiago, agian etorkizuneko bezeroak,
09:17
that live in the developing world.
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garapen bideko herrialdeetan bizi dira.
09:19
Further, companies that are engaging in data philanthropy,
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Datuen filantropian sartzen ari diren konpainiak
09:22
they're finding new insights locked away in their data.
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euren datuetan ezkutatutako gauza berriak aurkitzen ari dira.
09:25
Take, for example, a credit card company
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Demagun kreditu txartelen konpainiak
09:27
that's opened up a center
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zentro bat ireki duela
09:29
that functions as a hub for academics, for NGOs and governments,
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akademiko, GKE eta gobernuentzat egoitza bezala lan egiten duena,
09:32
all working together.
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guztiak batera lan eginaz.
Kreditu txartelen irakurketetako datuak bilatzen dituzte
09:35
They're looking at information in credit card swipes
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09:37
and using that to find insights about how households in India
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eta datu horiek erabiltzen dituzte jakiteko Indiako etxeetan nola
09:40
live, work, earn and spend.
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bizi, lan egin, irabazi eta gastatzen den.
09:43
For the humanitarian world, this provides information
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Mundu humanitarioarentzat, honek datuak ematen ditu
09:46
about how you might bring people out of poverty.
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jendea txirotasunetik nola atera asmatzeko.
09:48
But for companies, it's providing insights about your customers
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Baina konpainientzat, honek ezagutza berria dakar bezero
eta Indiako bezero posibleen inguruan.
09:52
and potential customers in India.
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09:54
It's a win all around.
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Denek irabazten dute.
09:57
Now, for me, what I find exciting about data philanthropy --
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Nire kasuan, datuen filantropiatik liluragarriena iruditzen zaidana
10:01
donating data, donating decision scientists and donating technology --
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-- datuak, erabaki hartzaile zientifikoak eta teknologia ematea --
ni bezalako profesional gazteentzat duen esanahia da,
10:06
it's what it means for young professionals like me
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10:08
who are choosing to work at companies.
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konpainietan lan egiten dugunontzat.
10:10
Studies show that the next generation of the workforce
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Ikerketek diote belaunaldi berrietako langileriak
10:13
care about having their work make a bigger impact.
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euren lanak inpaktu handiagoa izateagatik arduratzen direla.
10:16
We want to make a difference,
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Gauzak desberdin egin nahi ditugu,
10:19
and so through data philanthropy,
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eta datuen filantropia bidez,
10:21
companies can actually help engage and retain their decision scientists.
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konpainiek erabaki hartzaile zientifiko batzuk manten ditzakete.
10:25
And that's a big deal for a profession that's in high demand.
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Eta hau garrantzitsua da eskaera altuko profesio batean.
10:29
Data philanthropy makes good business sense,
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Datuen filantropiak zentzua du negozioetan,
10:34
and it also can help revolutionize the humanitarian world.
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eta mundu humanitarioa iraultzen lagundu dezake.
10:39
If we coordinated the planning and logistics
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Planifikazioa eta logistika koordinatzen baditugu
10:41
across all of the major facets of a humanitarian operation,
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prozesu humanitario nagusienen ezaugarri guztietan,
ehundaka milaka pertsona elikatu, jantzi eta babestu genitzake,
10:45
we could feed, clothe and shelter hundreds of thousands more people,
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10:49
and companies need to step up and play the role that I know they can
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eta konpainiek aurrerapausua eman eta joka dezaketen papera jokatu behar dute
10:53
in bringing about this revolution.
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iraultza hau burutzeko.
10:56
You've probably heard of the saying "food for thought."
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Ziurrenik entzuna duzue "jana pentsamenduen truk".
10:59
Well, this is literally thought for food.
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Hau literaki pentsamenduen truk jana litzateke.
11:03
It finally is the right idea at the right time.
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Azkenean ideia zuzena da, une egokian.
11:07
(Laughter)
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(Barreak)
11:08
Très magnifique.
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Très magnifique
11:10
Thank you.
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Mila esker.
11:11
(Applause)
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(txaloak)
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