EXPERT ADVISORY
More than ten years later, the tale of one Michigan city’s challenges is widely recognized.
In 2014, Flint transitioned its drinking water source from the Detroit system to the Flint River in an effort to reduce costs. The water was inadequately treated, resulting in a health crisis where residents encountered lead contamination and various severe health concerns.
In the aftermath of this situation, one of the numerous obstacles confronting Flint—and countless cities aiming to modernize their deteriorating water infrastructure—is efficiently and accurately forecasting the locations of lead pipes.
Meet BlueConduit, a startup from the University of Michigan’s Ross School of Business that pioneered the method of employing machine learning for this purpose. Since its establishment in 2016, the company has swiftly grown, collaborating with over 100 clients across more than 400 municipalities in over 25 states.
On the most recent episode of Business and Society, Eric Schwartz, U-M associate professor of marketing and co-founder of BlueConduit, shares the company’s evolution from a community startup to a significant player in influencing public policy. He also provides insights into the realms of public utility and infrastructure and expresses his optimism regarding the potential of data science and marketing as instruments for positive change.
From machine learning startup to reforming public policy
Using pattern recognition and machine learning, BlueConduit began employing historical data to accurately identify the locations of lead pipes. As these anticipated sites transformed into excavation areas, the data was validated and confirmed in real-time.
“Initially, this was really just an engaged research initiative—engaged with a community, engaged with local authorities,” Schwartz noted. “We soon realized we could apply this model elsewhere, too. That’s when we began receiving requests. ‘Hey, can you implement this in our area?’”
In 2020, when the Environmental Protection Agency introduced a new lead and copper rule for the first time since 1991, it acknowledged the research conducted by Schwartz and his co-founder, Jake Abernathy, and consistently referenced BlueConduit in its guidance for executing this work in other communities.
Data science as a catalyst for public benefit
Schwartz has consistently been passionate about utilizing data science as a catalyst for good and discusses how significant it has been to welcome a diverse array of students, Ross alumni, and other job seekers focused on mission-driven data roles into the company.
“That’s been our aspiration from the start,” he stated. “My co-founder and I have always aimed to create not only impact, primarily in communities facing these challenges, but also to offer opportunities for those eager to engage in data for good.”
Looking forward, Schwartz is concentrated on continuing to tackle optimization challenges in the fields of public utilities and infrastructure, striving to enhance predictions and prioritize scarce resources.
Business & Society is co-produced by JT Godfrey of the Ross School of Business and Jeff Karoub of the Michigan News office. The audio engineer is Jonah Brockman, and editorial production is handled by Mads Henke. Listen to all episodes of the podcast.