The “Data-for-Good'' movement is already unleashing the power of big data to solve some of the most critical challenges of our time - from climate change and social equity, to economic development and public health. In response, data-rich firms are increasingly launching public-benefit programs to become more purpose driven. 

However, even if Corporate Social Responsibility programs nobly align corporate values with social needs, CSR initiatives are often relegated to niche pet projects that do not fully realize the potential for the private-sector to serve as a force for good. 

In order to foster the development of sustainable and profitable Data-for-Good programs across the private sector, we propose the adoption of the 4 M’s of shared value creation in big data, a roadmap that guides firms to intentionally embed corporate value creation into social-impact initiatives. The 4 M's focus on four key pillars of value creation:

• Mission
• Methods
• Messaging
• Monetization

By embracing the 4Ms, CSR leaders and Data Stewards can better align social impact initiatives with overall business objectives, thereby increasing the likelihood of long-term value creation for society and businesses, alike.