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

Translator: Jone Aliri Lazcano Reviewer: Ainize Sarrionandia

June 2010.

2010eko ekaina.

I landed for the first time in Rome, Italy.

Lehenbizikoz nintzen Erroman, Italian.

I wasn't there to sightsee.

Ez nintzen turismoa egitera joan.

I was there to solve world hunger.

Munduko gosea konpontzera baizik.

(Barreak)

(Laughter)

That's right.

Hori da.

I was a 25-year-old PhD student

25 urteko dokotegaia nintzen

armed with a prototype tool developed back at my university,

nire unibertsitatean sortutako tresna baten prototipo batekin,

and I was going to help the World Food Programme fix hunger.

eta Munduko Elikagai Programan laguntzera nindoan.

So I strode into the headquarters building

Egoitza nagusira sartu nintzen

and my eyes scanned the row of UN flags,

eta NBetako bandera ilarari begiratu bat bota nion,

and I smiled as I thought to myself,

irribarre egin eta pentsatu nuen

"The engineer is here."

"ingeniaria hemen da."

(Laughter)

(Barreak)

Give me your data.

Emaizkidazue zuen datuak.

I'm going to optimize everything.

Guztia optimizatzera noa.

(Laughter)

(Barreak)

Tell me the food that you've purchased,

Esaidazue ze janari erosi duzuen,

tell me where it's going and when it needs to be there,

nora joan behar duen eta noizko,

eta esango dizuet, motzena, azkarrena eta merkeena

and I'm going to tell you the shortest, fastest, cheapest,

best set of routes to take for the food.

den bidea, janaria eramateko.

We're going to save money,

Dirua aurreztuko dugu,

we're going to avoid delays and disruptions,

atzerapenak eta eragozpenak ekidingo ditugu,

and bottom line, we're going to save lives.

eta azkenik, bizitzak salbatuko ditugu.

Ez horregatik.

You're welcome.

(Laughter)

(Barreak)

12 hilabetetan egina izango zela uste nuen,

I thought it was going to take 12 months,

ados, agian 13 hilabetetan.

OK, maybe even 13.

This is not quite how it panned out.

Baina ez zen horrela izan.

Just a couple of months into the project, my French boss, he told me,

Proiektuan pare bat hilabete nindoala nire nagusiak esan zidan

"You know, Mallory,

"Mallory,

it's a good idea,

ideia ona da,

but the data you need for your algorithms is not there.

baina zure algoritmoetarako behar dituzun datuak ez daude hemen.

It's the right idea but at the wrong time,

Ideia ona da, baina une txarrean,

and the right idea at the wrong time

eta ideia ona une txarrean

ideia txarra da."

is the wrong idea."

(Laughter)

(Barreak)

Project over.

Proiektua amaituta.

Apurtuta nengoen.

I was crushed.

Orain atzera begiratzean,

When I look back now

on that first summer in Rome

Erromako lehen uda hartara,

eta azken sei urteetan zenbat aldatu den ikusten dut,

and I see how much has changed over the past six years,

it is an absolute transformation.

erabateko eraldaketa izan da.

It's a coming of age for bringing data into the humanitarian world.

Mundu berri bat da informazioaren eta laguntza humanitarioarentzat.

Kitzikagarria da. Inspiratzailea.

It's exciting. It's inspiring.

But we're not there yet.

Baina oraindik ez gaude hor.

And brace yourself, executives,

Eta adi exekutiboak,

because I'm going to be putting companies

hor jardungo naizelako, konpainiak

on the hot seat to step up and play the role that I know they can.

errudunen aulkian ipintzen, euren eginbeharra bete dezaten.

My experiences back in Rome prove

Erroman izan nituen esperientziek erakutsi zidaten

using data you can save lives.

informazioa baliatuz bizitzak salba zitezkeela.

OK, not that first attempt,

Beno ez lehen saiakeran,

but eventually we got there.

baina halako batean lortu genuen.

Let me paint the picture for you.

Utz iezaidazue irudia deskribatzen.

Imagine that you have to plan breakfast, lunch and dinner

Pentsa gosaria, bazkaria eta afaria planifikatu behar direla

500.000 pertsonentzat,

for 500,000 people,

and you only have a certain budget to do it,

eta horretarako aurrekontu bat daukazuela,

say 6.5 million dollars per month.

demagun 6.5 milioi dolar hilean.

Well, what should you do? What's the best way to handle it?

Zer egin beharko zenukete? Zein da kudeatzeko modu egokiena?

Should you buy rice, wheat, chickpea, oil?

Arroza, garia, garbantzoak, olioa erosi beharko lirateke?

How much?

Zenbat?

Sinplea dirudi. Ez da.

It sounds simple. It's not.

30 elikagai desberdin dituzue, bost aukeratu behar dituzue.

You have 30 possible foods, and you have to pick five of them.

That's already over 140,000 different combinations.

140.000 konbinaketa baino gehiago lirateke.

Then for each food that you pick,

Gainera, elikagai bakoitzeko,

you need to decide how much you'll buy,

zenbat erosi erabaki behar da,

where you're going to get it from,

non erosiko den,

where you're going to store it,

non gordeko den,

how long it's going to take to get there.

zenbat denboran eramango den hara.

You need to look at all of the different transportation routes as well.

Garraiobide guztiak aztertu beharko dira.

900 milioi aukera baino gehiago lirateke.

And that's already over 900 million options.

Aukera bakoitza segundu batez kontsideratuko bazenute,

If you considered each option for a single second,

that would take you over 28 years to get through.

28 urte beharko zenituzkete.

900 million options.

900 milioi aukera.

Hortaz, erabakiak hartzeko tresna sortu genuen

So we created a tool that allowed decisionmakers

to weed through all 900 million options

900 milioi aukerak aztertzeko

in just a matter of days.

egun gutxi batzuetan.

It turned out to be incredibly successful.

Oso arrakastatsua izan zen.

In an operation in Iraq,

Irak-eko operazio batean,

we saved 17 percent of the costs,

kostuaren %17 aurreztu genuen,

and this meant that you had the ability to feed an additional 80,000 people.

eta honek 80.000 pertsona gehiago elikatzea suposatzen zuen.

It's all thanks to the use of data and modeling complex systems.

Guztia datuen erabilerari esker, eta sistema konplexuak modelatzeari esker.

But we didn't do it alone.

Baina ez genuen bakarrik egin.

The unit that I worked with in Rome, they were unique.

Erroman lankide izan nuen unitatea paregabea zen.

They believed in collaboration.

Lankidetzan sinesten zuten.

They brought in the academic world.

Mundu akademikoa ekarri zuten.

Konpainiak ekarri zituzten.

They brought in companies.

And if we really want to make big changes in big problems like world hunger,

Eta gosetea bezalako arazo handietan benetan aldaketak egin nahi baditugu,

we need everybody to the table.

guztion lankidetza behar dugu.

Erakunde humanitarioetako datuak aztertzen dituzten pertsonen

We need the data people from humanitarian organizations

gidaritza behar dugu,

leading the way,

and orchestrating just the right types of engagements

behar diren bezalako loturak ezarriz

with academics, with governments.

akademikoekin eta gobernuekin.

And there's one group that's not being leveraged in the way that it should be.

Eta bada talde bat beharko lukeen bezala jokatzen ari ez dena.

Did you guess it? Companies.

Asmatu duzue zein? Konpainiak.

Companies have a major role to play in fixing the big problems in our world.

Konpainiek gure munduko arazoak konpontzen paper garrantzitsu bat dute.

I've been in the private sector for two years now.

Duela bi urtetik hona sektore pribatuan nago.

I've seen what companies can do, and I've seen what companies aren't doing,

Konpainiek egin dezaketena ikusi dut, baita egiten ari ez direna ere,

and I think there's three main ways that we can fill that gap:

eta uste dut hiru modu daudela hutsune hori betetzeko:

by donating data, by donating decision scientists

datuak dohaintzan emanez, erabaki hartzaile zientifikoak emanez

and by donating technology to gather new sources of data.

eta teknologia emanez, data iturri berriak bilatzeko.

This is data philanthropy,

Hau datu filantropia da,

and it's the future of corporate social responsibility.

eta etorkizuneko korporazioen ardura soziala da.

Gainera, ikuspuntu enpresarialetik ere zentzua du.

Bonus, it also makes good business sense.

Companies today, they collect mountains of data,

Egun, enpresek datu kantitate handiak jasotzen dituzte,

beraz, egin dezaketen lehen gauza datuak ematea da.

so the first thing they can do is start donating that data.

Some companies are already doing it.

Konpainia batzuk jada egiten dute.

Adibidez, Telecom konpainiak.

Take, for example, a major telecom company.

They opened up their data in Senegal and the Ivory Coast

Senegalen eta Boli Kostan euren datuak ireki zituzten

and researchers discovered

eta ikerlariek zera aurkitu zuten,

that if you look at the patterns in the pings to the cell phone towers,

telefonoen antenetako errepikapenen patroiak behatuz gero,

you can see where people are traveling.

jendea nora doan ikusi daitekeela.

And that can tell you things like

Eta hainbat gauza esan ditzakezula, adibidez

where malaria might spread, and you can make predictions with it.

malaria nora hedatu daitekeen, horrekin iragarpenak eginez.

Edo, demagun satelite konpainia berritzaile bat.

Or take for example an innovative satellite company.

They opened up their data and donated it,

Euren datuak ireki eta eman zituzten,

eta horrekin zera kontrolatu daiteke:

and with that data you could track

how droughts are impacting food production.

lehorteek elikagai ekoizpenean duten eragina.

With that you can actually trigger aid funding before a crisis can happen.

Horrekin krisia gertatu aurretik laguntza martxan jar daiteke.

This is a great start.

Hori hasiera bikaina da.

There's important insights just locked away in company data.

Aurkikuntza handiak daude konpainien datuetan giltzapetuta.

And yes, you need to be very careful.

Eta bai, oso kontuz ibili behar gara.

You need to respect privacy concerns, for example by anonymizing the data.

Pribazitatea errespetatu behar da, adibidez datuak anonimizatuz.

But even if the floodgates opened up,

Baina uhateak irekiko balira ere,

and even if all companies donated their data

eta konpainia guztiek datuak emango balituzte

to academics, to NGOs, to humanitarian organizations,

akademikoek, GKE-k eta erakunde humanitarioek erabiltzeko,

it wouldn't be enough to harness that full impact of data

ez litzateke nahikoa izango datuen eragin osoa aprobetxatzeko

for humanitarian goals.

helburu humanitarioak betetzeko.

Why?

Zergatik?

To unlock insights in data, you need decision scientists.

Datuek ezkutatzen dutena ikusteko, erabaki hartzaileak behar dituzu.

Decision scientists are people like me.

Erabaki hartzaile zientifikoak ni bezalako pertsonak dira.

They take the data, they clean it up,

Datuak hartu, garbitu,

eraldatu eta algoritmo erabilgarrietan sartzen dituzte

transform it and put it into a useful algorithm

that's the best choice to address the business need at hand.

hori da aukerarik onena egin beharrekoa egiteko.

In the world of humanitarian aid, there are very few decision scientists.

Laguntza humanitarioaren munduan, erabaki hartzaile gutxi daude.

Most of them work for companies.

Gehienak konpainietan daude.

So that's the second thing that companies need to do.

Beraz hori da konpainiek egin beharreko bigarren gauza.

Datuak emateaz gain,

In addition to donating their data,

they need to donate their decision scientists.

erabaki hartzaileak eman behar dituzte.

Now, companies will say, "Ah! Don't take our decision scientists from us.

Konpainiek zera esango dute: "Eh! ez kendu guri erabaki hartzaileak.

We need every spare second of their time."

beraien denbora guztia behar dugu."

But there's a way.

Baina bada modu bat.

If a company was going to donate a block of a decision scientist's time,

Konpainia bat erabaki hartzaile baten denbora kopuru bat ematera badoa,

it would actually make more sense to spread out that block of time

zentzu gehiago izango luke kopuru hori barreiatzeak

over a long period, say for example five years.

denbora tarte luze batean, esaterako 5 urtetan.

This might only amount to a couple of hours per month,

Horrela agian hilabeteko pare bat ordu soilik lirateke,

which a company would hardly miss,

konpainian ez luke gehiegi eragingo,

but what it enables is really important: long-term partnerships.

baina horrela zera lortuko litzateke: epe luzeko asoziazioak.

Long-term partnerships allow you to build relationships,

Epe luzeko asoziazioek erlazioak sortzea ahalbideratzen dute,

to get to know the data, to really understand it

datuak ezagutzera heltzeko, benetan ulertzeko,

and to start to understand the needs and challenges

eta erakunde humanitarioak dituen

that the humanitarian organization is facing.

beharrak eta zailtasunak ezagutzeko.

In Rome, at the World Food Programme, this took us five years to do,

Erroman, Munduko Elikagaien Programan luze jo zigun,

five years.

5 urte.

Lehen hiru urteak, beno hau ezin da murriztu.

That first three years, OK, that was just what we couldn't solve for.

Then there was two years after that of refining and implementing the tool,

Horren ostean bi urtez tresna hobetu eta martxan jarri

like in the operations in Iraq and other countries.

Irak eta beste herrialdeetako operazioetan bezala.

I don't think that's an unrealistic timeline

Ez dut uste planifikazio hori errealista ez denik

when it comes to using data to make operational changes.

operazioetan datuak erabiliz aldaketak egitean.

It's an investment. It requires patience.

Inbertsio bat da. Pazientzia eskatzen du.

But the types of results that can be produced are undeniable.

Baina sor daitezkeen emaitzak ukaezinak dira.

In our case, it was the ability to feed tens of thousands more people.

Gure kasuan milaka pertsona gehiago elikatzea izan zen.

So we have donating data, we have donating decision scientists,

Beraz datuak ematea, erabaki hartzaileak ematea,

and there's actually a third way that companies can help:

eta konpainiek lagundu ahal izateko 3. modu bat ere badaukagu:

donating technology to capture new sources of data.

datu iturri berriak lortzeko teknologia ematea.

You see, there's a lot of things we just don't have data on.

Hainbat gauza ditugu zeinaren oraindik daturik ez dugun.

Right now, Syrian refugees are flooding into Greece,

Oraintxe Siriar errefuxatuak Greziara iristen ari dira,

eta NBetako errefuxatuen agentziak esku bete lan du.

and the UN refugee agency, they have their hands full.

Egun jendea jarraitzeko modua arkatz eta paperezkoa da,

The current system for tracking people is paper and pencil,

horrek zera esan nahi du,

and what that means is

that when a mother and her five children walk into the camp,

ama bat bere 5 haurrekin kanpamentura sartzean,

headquarters is essentially blind to this moment.

egoitza nagusiak ez duela jakingo.

That's all going to change in the next few weeks,

Guzti hori aste gutxi barru aldatuko da,

thanks to private sector collaboration.

sektore pribatuaren kolaborazioari esker.

There's going to be a new system based on donated package tracking technology

Paketeen jarraipeneko teknologian oinarritutako sistema berria egongo da

from the logistics company that I work for.

nik lan egiten dudan konpainiak emandakoa.

Sistema berri honekin, datuak jarraitu ahalko dira,

With this new system, there will be a data trail,

so you know exactly the moment

zehazki jakiteko

when that mother and her children walk into the camp.

ama eta bere haurrak kanpamendura noiz iritsi diren.

And even more, you know if she's going to have supplies

Are gehiago, hornigaiak izango dituen jakingo dugu

hilabete honetan eta hurrengoan.

this month and the next.

Information visibility drives efficiency.

Informazioak eraginkortasuna dakar.

For companies, using technology to gather important data,

Konpainientzat, teknologia erabiltzea datu garrantzitsuak lortzeko

it's like bread and butter.

ogia eta gurina bezala dira.

They've been doing it for years,

Urteak daramatzate hortan,

and it's led to major operational efficiency improvements.

eta operazio hobekuntza eraginkorrak ekarri ditu.

Imajinatu zure edari konpania gustukoena

Just try to imagine your favorite beverage company

trying to plan their inventory

euren inbentarioa osatu nahian

and not knowing how many bottles were on the shelves.

eta apaletan zenbat boteila dauden jakin ezinean.

It's absurd.

Absurdua da.

Data drives better decisions.

Datuek erabaki hobeak dakartzate.

Now, if you're representing a company,

Konpainia baten ordezkari bazara,

and you're pragmatic and not just idealistic,

eta idealistaz gain pragmatikoa bazara,

you might be saying to yourself, "OK, this is all great, Mallory,

zeure buruari ariko zara "Ok, hau ederki dago, Mallory,

but why should I want to be involved?"

baina zertarako sartuko naiz horretan?"

Gauza batengatik, publizitate onaz gain,

Well for one thing, beyond the good PR,

humanitarian aid is a 24-billion-dollar sector,

laguntza humanitarioak, 24 bilioi dolar mugitzen ditu,

and there's over five billion people, maybe your next customers,

eta 5 bilioi pertsona baino gehiago, agian etorkizuneko bezeroak,

that live in the developing world.

garapen bideko herrialdeetan bizi dira.

Further, companies that are engaging in data philanthropy,

Datuen filantropian sartzen ari diren konpainiak

they're finding new insights locked away in their data.

euren datuetan ezkutatutako gauza berriak aurkitzen ari dira.

Take, for example, a credit card company

Demagun kreditu txartelen konpainiak

that's opened up a center

zentro bat ireki duela

that functions as a hub for academics, for NGOs and governments,

akademiko, GKE eta gobernuentzat egoitza bezala lan egiten duena,

all working together.

guztiak batera lan eginaz.

Kreditu txartelen irakurketetako datuak bilatzen dituzte

They're looking at information in credit card swipes

and using that to find insights about how households in India

eta datu horiek erabiltzen dituzte jakiteko Indiako etxeetan nola

live, work, earn and spend.

bizi, lan egin, irabazi eta gastatzen den.

For the humanitarian world, this provides information

Mundu humanitarioarentzat, honek datuak ematen ditu

about how you might bring people out of poverty.

jendea txirotasunetik nola atera asmatzeko.

But for companies, it's providing insights about your customers

Baina konpainientzat, honek ezagutza berria dakar bezero

eta Indiako bezero posibleen inguruan.

and potential customers in India.

It's a win all around.

Denek irabazten dute.

Now, for me, what I find exciting about data philanthropy --

Nire kasuan, datuen filantropiatik liluragarriena iruditzen zaidana

donating data, donating decision scientists and donating technology --

-- datuak, erabaki hartzaile zientifikoak eta teknologia ematea --

ni bezalako profesional gazteentzat duen esanahia da,

it's what it means for young professionals like me

who are choosing to work at companies.

konpainietan lan egiten dugunontzat.

Studies show that the next generation of the workforce

Ikerketek diote belaunaldi berrietako langileriak

care about having their work make a bigger impact.

euren lanak inpaktu handiagoa izateagatik arduratzen direla.

We want to make a difference,

Gauzak desberdin egin nahi ditugu,

and so through data philanthropy,

eta datuen filantropia bidez,

companies can actually help engage and retain their decision scientists.

konpainiek erabaki hartzaile zientifiko batzuk manten ditzakete.

And that's a big deal for a profession that's in high demand.

Eta hau garrantzitsua da eskaera altuko profesio batean.

Data philanthropy makes good business sense,

Datuen filantropiak zentzua du negozioetan,

and it also can help revolutionize the humanitarian world.

eta mundu humanitarioa iraultzen lagundu dezake.

If we coordinated the planning and logistics

Planifikazioa eta logistika koordinatzen baditugu

across all of the major facets of a humanitarian operation,

prozesu humanitario nagusienen ezaugarri guztietan,

ehundaka milaka pertsona elikatu, jantzi eta babestu genitzake,

we could feed, clothe and shelter hundreds of thousands more people,

and companies need to step up and play the role that I know they can

eta konpainiek aurrerapausua eman eta joka dezaketen papera jokatu behar dute

in bringing about this revolution.

iraultza hau burutzeko.

You've probably heard of the saying "food for thought."

Ziurrenik entzuna duzue "jana pentsamenduen truk".

Well, this is literally thought for food.

Hau literaki pentsamenduen truk jana litzateke.

It finally is the right idea at the right time.

Azkenean ideia zuzena da, une egokian.

(Laughter)

(Barreak)

Très magnifique.

Très magnifique

Thank you.

Mila esker.

(Applause)

(txaloak)