Jodie Sangster: Using Data For Good

Jodie Sangster: Using Data For Good
SHARE
THIS



In this guest column, ADMA chief Jodie Sangster says data’s not all about getting customers to buy more stuff. In fact, it can help solve a lot of the planet’s problems, too…

In the fifty-year history of ADMA (it is our golden anniversary this year) we have seen extraordinary advances in the ability to store, analyse and leverage data. Whilst our industry tends to look at data through the prism of a marketing and advertising lens, some of the most extraordinary stories emerge from where data is helping to advance public and humanitarian initiatives.

We’ve looked at five key areas where data has most shifted the needle towards ‘good’.

Fighting Poverty

It was last month’s announcement that the Bill & Melinda Gates Foundation is committing US$80 million to fill the gaps in collecting data on women’s lives, that got me thinking about this subject. The data will be used by decision-makers to help evaluate existing health and development programmes and to recommend areas for improvements. A case study in ‘we do not know, what we do not know’, the data will offer an important voice to the disenfranchised when harnessed in this way.

Data is also being used to assess existing initiatives to find out what kinds of antipoverty programmes are effective. Some recent studies suggest that microloan organisations, whilst beneficial to the individual, don’t actually increase income for the borrower; learnings that can be used to reshape current and future programmes.

Advancing Health Care

Data is being used in so many ways in healthcare it is hard to document. Key is the way in which it is driving critical insights into public health issues. For example, it has played a central role in battling epidemics like Ebola as mobile location data (there is high penetration of phones in affected areas) is used to help determine where best to implement movement restrictions and treatment centres place.

Preventative and personalised medicine is a burgeoning area as DNA sequencing is becoming more affordable. Google’s Verily Life Sciences (previously Google Life Sciences), with its ambitious baseline study, is imaging data from 10,000 volunteers to try and find out what it means to be healthy. Companies like this are operating at the intersection of a Venn diagram which brings together medicine, data science and engineering and it will be fascinating to see what products and services emanate from this and similar initiatives.

I’d also highlight IBM’s Watson for Oncology which is analysing an individual’s medical records and information against available data to provide evidence-based treatment options.  IMB has also joined forces with Apple to share Apple Watch data to IMB’s Watson health cloud analytics service to develop new medical insights using real time biometric data. In March this year the Sleep Apnea Association and IBM launched the world’s first sleep data repository using the open source Apple ResearchKit.

Helping the Planet

I was lucky enough to be at an International Woman’s Day event with the inspiring 2015 winner of the Telstra Queensland Business Woman of the Year Dr Catherine Ball who has achieved significant advances in  drone technology; pioneering the use of drones for  ground breaking environmental and infrastructure surveys following natural disasters and other geo-environmental initiatives. According to Ball, drones have tremendous as yet untapped potential for humanitarian work and disaster management, wildlife conversation and more as they are capable of entering geographies that traditional research planes are unable to and can capture unprecedented quantities of data.

Law and Order

It was Dr Ball who first alerted me to the use of drones by home security companies in Japan. Designed to protect large areas of land it will launch when suspicious vehicles or people are detected and take photos that will be sent to a monitoring centre; thereafter giving chase if it is deemed a threat.

Drones are increasingly being used by police and security services, with North Dakota being the first state to legalise the use of armed drones in September last year. Whilst there are naturally some security-ethics concerns to work through it promises to give law enforcement agencies another channel to use when trying to track down and identify at risk individuals – NSW police introduced them in December 2015 after an 18 month trial period.

And of course predictive modelling has been used for some time to predict where crimes are likely to occur and resource appropriately.

An Education

Aside from the fact that data science is a burgeoning educational path in itself with high demand commanding high salaries (and the Harvard Business Review famously calling Data Scientist the sexiest job of the Century) data is driving significant progress in the field of education.

Within the classroom data is changing the way teachers create and connect with students – and overtime could reduce reliance on grading by providing a more personal learning experience to each student. New resources like the Khan Academy have grown from a one man making videos tutorials for his cousin to an 80-person organisation with a mission to provide free education from anyone everywhere. It uses a personalised learning dashboard and adaptive technology to identify strengths and learning gaps. Their Head of Data & Analytics flew to ADMA’s Global Forum in August where he outlined the impact that big data had on their evolution and is having on their future.

The positive impact that data can and does have is phenomenal. And I can’t wait to find out how it will continue to change our world in the next 50 years of ADMA’s future.

 

 

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]