Ron Shelby, IBM @ the Chief Data Officers Forum ANZ - Sydney, Feb 2015

© 2014 IBM Corporation

The Roadmap to Data-driven Advantage

Ron Shelby Director, Big Data & Analytics IBM Global Business Solutions

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© 2014 IBM Corporation 3

It’s clear - CEOs want to use data as a basis for competitive advantage.

But where to start?

“The CEO gave me a blank paper to articulate the strategy that would help him move from a retrospective, intuitive approach to proactive marketing management.”

CDO, Insurance


Data needs a leader, and it needs to be a CDO   Chief Data Officer perspective

25%

“By 2015, 25% of large global organizations will have appointed Chief Data Officers.”

Gartner Newsroom www.gartner.com/newsroom January 30, 2014

Source: The new hero of big data and analytics: The Chief Data Officer, IBM Institute for Business Value. ©2014 IBM


Mandates driving the CDO span multiple fronts in an organization


Chief Data Officer perspective


How to be an agent of change for the data era

•  Make the case for organizational change

•  Create a singular data vision and unify data goals

•  Motivate people around you and the data strategy to achieve quick wins


•  Provide data know-how to solve specific business challenges

•  Showcase early wins

•  Uncover new insights and new ways to use data

•  Align efforts to organization’s top priorities

•  Establish trust in the data and end-to-end platforms

•  Scale analytics and speed delivery by enabling consumers of data and insights

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Customer centricity still dominates analytics activities, but many are also focused on operations

 are using data and analytics  to improve customer acquisition

 are using data and analytics  to improve customer experience

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Organizational objectives for use of data and analytics

22%

31%


Envision

Catalyze Make the case for change

Strategize Create unified data vision

Orchestrate Facilitate stakeholder action

Activate

Solve Smaller business challenges

Prove Showcase early wins; art of the possible

Innovate New ways to use data

Prioritize Align larger initiatives to organization’s top priorities

Build Organization-wide data platform and govern it

Accelerate Speed adoption, expansion, re-use of data and analytics

Transform

Roadmap to Data-driven Advantage


A CDO leads an enterprise vision for strategic use of data and analytics

•  Providing strategic guidance

•  Creating a systematic approach

•  Taking an enterprise-wide view

•  Developing trusted data


CDOs primary focus is to drive business value from data

Data Leverage Find ways to use existing data assets

Data

Monetization Discover new avenues of earnings and revenue

Data Enrichment Augment data by combining internal and external data

Data Protection Protect data as an asset and prevent the high risk of failure

Data Upkeep Manage the health of the data under governance


Turning Data into Dollars both a pervasive use of analytics and the technical capabilities to enable them


Envision

Catalyze Make the case for change

Strategize Create unified data vision

Orchestrate Facilitate stakeholder action

Critical need to address data and analytics both: https://www.youtube.com/watch?v=yhdLfWVJfW8


2.8 1.9 2.1 1.8

2.75

3.0

2.5

2.25

2.0

1.75 2.5 2.0 1.5 2.25 1.75

1.6 2.0 2.2 2.3

Keeping up with today’s speed requires both a pervasive use of analytics and the technical capabilities to enable them

Front Runners

Technical capabilities

Pervasiveness

Pilots and implementation

Planning

Limited use across business functions Broad use across business functions

Joggers

The Pack

Spectators

The size of the circle represents the percentage of the respondent population represented by each cluster. n=1086

Speed-driven cluster matrix


Activate

Solve Smaller business challenges

Prove Showcase early wins; art of the possible

Innovate New ways to use data


A CDO is better positioned to activate the entire organization

•  Getting closer to customers

•  Finding new value

•  Going beyond stewardship

•  Supporting new basis of competition


Transform

Prioritize Align larger initiatives to organization’s top priorities

Build Organization-wide data platform and govern it

Accelerate Speed adoption, expansion, re-use of data and analytics


A CDO leads the transformation into an analytically driven organization

•  Shift to analytically driven decision making

•  Treating analytics as a way of life


Transform Process with Content

(COO)

Leverage Context to drive Fraud and Risk

(CRO)

Attract, grow, retain customers

(CMO)

Transform Experience

with Cognitive (CEO)

Mobile First

(CMO/COO)

Improve IT economics

(CIO)

You have chosen a series of Initiatives in your change cases – each with 5 year valuations from $100M-$500M

Cognitive


Contact

•  Ron Shelby

•  Cortnie Abercrombie


ibm.com/services/c-suite/cdo

ibm.com/ibmcai/cdostudy

Learn More

Future of the CDO:

https://www.youtube.com/watch?v=wCTbhOzwrs8&list=PLSmatcykxc0kmnmOHgIkTHNP1VwgUw6kI&index


Data Category Description Examples of Data Points

Consumer / Profile data

  Unique consumer ID and profile   Includes primary identification data such as

contact information, preferences, house hold relationships and addition externally obtained information (if any)

  Contains a measurement of the overall consumer value to the company

  Consumer Data   Consumer Profile   Contact Address   Email Address   Telephone Number   Contact Preferences   Devices   Consumer Overlay (externally provided)   Household Related Information   Consumer Value

Registration data   Data collected at the time of registration with a portal of the company

  Includes information on any opt-ins for regular newsletter receipt

  Site Registration Details (Web & Mobile)   Newsletter Preferences

Social Media data   Aggregation of the social media accounts a user has shared or linked with the company

  Social media profiles   Calculated measures from social media

behavior (affinity, engagement, influencer score etc.)

  Social Media ID by Platform   Social Media Profile by Platform   Engagement with the brand / titles   Influencer score

Shared consumer model

Shared Consumer Model



Site Visit data (Web and Mobile)

  Detailed data set describing web and mobile site interactions

  Site Visit Summary   Carrier Used (Mobile)   Web Browser   Geographical Location   Device Used   Number of Authentication Attempts

Content Consumption data

  Data set specifically used to evaluate a consumer’s interaction with the company’s content

  Includes type of content consumed for media channels and Services/Products purchased for eCommerce channels

  Summary of Content Consumption   Viewing Metrics (image, audio, video), digital

and linear (linear for sample of records through STB data or similar)

  Services used   Purchase Behavior (eCommerce)   User Review

Marketing data   Data set used to track and evaluate marketing interactions with specific consumers or consumer segments

  Measures the entire marketing lifecycle from reaching out to the consumer, through the consumer response

  Marketing Segment Association   All In/Outbound Marketing Contact History   Campaign Specific Reference History   Campaign Specific Communication History   Response from Consumer   Offer References   Email Activity   Research Data (Consumer Survey)   Media Spend   Competitor Site Usage





Advertising data   Data set that collects the ads information in the interactions of the consumer

  Ad Campaign Interactions Summary (Internal / External sites)

  Ad views (Internal / External sites)   Ad Click Through (Internal / External

sites)

Other data   Other data metrics that can be collected include external factors such as environmental information

  Weather conditions




ANZ POV

CDO skill set  T shape ….. -  Change mgmt. Understanding of business drivers Collaboration & evangelism -  Info Governance -  Data infrastructure & design -  Methods & tools

 3 key steps to drive long-term value for CDO -  Drive a C-suite mandate -  Accelerate data strategy for the enterprise -  Reward innovation that drives performance

Areas in which CDS turn data into dollars -  Data leverage -  Data enrichment -  Data monetization -  Data protection -  Data upkeep


Mark Ramsey’s video https://www.youtube.com/watch?v=yhdLfWVJfW8

YouTube … Transformation:

https://www.youtube.com/watch?v=hmW_yRpOYh0&list=PLSmatcykxc0kmnmOHgIkTHNP1VwgUw6kI

Future of CDO…TD Bank:

https://www.youtube.com/watch?v=wCTbhOzwrs8&list=PLSmatcykxc0kmnmOHgIkTHNP1VwgUw6kI&index=4

Monetize Data: https://www.youtube.com/watch?v=MvjinavbBC0&list=PLSmatcykxc0kmnmOHgIkTHNP1VwgUw6kI&index=3


So, why have a Chief Data Officer?

To envision and direct an overall data and analytics strategy for the business

To activate by using data and analytics to deliver greater value and business impact

To transform the culture to one that is analytically-driven


Ron Shelby, IBM @ the Chief Data Officers Forum ANZ - Sydney, Feb 2015

Technology

Transcript of Ron Shelby, IBM @ the Chief Data Officers Forum ANZ - Sydney, Feb 2015