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Building a Data Strategy – Practical Steps for Aligning with Business Goals

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Building a Data Strategy – Practical Steps for Aligning with Business Goals

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Developing a Data Strategy for your organization can seem like a daunting task – but it’s worth the effort. Getting your Data Strategy right can provide significant value, as data drives many of the key initiatives in today’s marketplace, from digital transformation to marketing, customer centricity, population health, and more. This webinar will help demystify Data Strategy and its relationship to Data Architecture and will provide concrete, practical ways to get started.

Developing a Data Strategy for your organization can seem like a daunting task – but it’s worth the effort. Getting your Data Strategy right can provide significant value, as data drives many of the key initiatives in today’s marketplace, from digital transformation to marketing, customer centricity, population health, and more. This webinar will help demystify Data Strategy and its relationship to Data Architecture and will provide concrete, practical ways to get started.

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Building a Data Strategy – Practical Steps for Aligning with Business Goals

  1. 1. Copyright Global Data Strategy, Ltd. 2022 Building a Data Strategy Practical Steps for Aligning with Business Goals Donna Burbank Global Data Strategy, Ltd. February 24th, 2022
  2. 2. © Incorta, Inc. All Rights Reserved - Internal Use Only A Unified Data & Analytics Platform for your Data Strategy
  3. 3. Incorta: Dedicated to Solving the Business Applications Data Problem Backed by World-Class Investors $120M Series D Oracle Application Technologists Osama Elkady CTO Hichem Sellami VP of Applications Matthew Halliday EVP of Products Focused on Solving ONE Problem 619 Person Years Fortune 1000 ERP Data +100s of Years Oracle App Experience 2
  4. 4. HUMAN RESOURCES FINANCE SUPPLY CHAIN BUSINESS DATA SOURCES “Modern” Data Architecture A Complex and Inflexible Architecture RAW DATA ZONE REFINED DATA ZONE BUSINESS DATA ZONE Sources Tools Data Lake Data Warehouses Data Marts Transform 50% Extract 100% Aggregate 25% Weeks / Months
  5. 5. Sources ETL Processes THE ONLY DIRECT TO SOURCE DATA & ANALYTICS PLATFORM Any Source Ingest 100% Analyze 100% Connect to your Data, Internal & External Sources Create dashboards Analyze Data Add ML/AI capabilities Source Metadata Driven Map Logical Data Marts HUMAN RESOURCES FINANCE SUPPLY CHAIN Hours / Days Incorta’s Vision ⇢ Transforming Businesses With a Uniquely Agile Approach to Delivering 100% of Your Data for Analytics
  6. 6. Fortune 50 Customer: BI
  7. 7. Incorta Direct Data Platform The Fastest, Most Agile Data Analytics Platform on the Planet 7 / SET UP Implement in Days not Months No need for new modeling, or further pre-aggregation. Six weeks from purchase to implementation and seamless integration with Oracle EBS -Customer Case Study > GO Run Queries in Seconds, not Hours and drill-down to details across billions of records. Reduced delivery of real time operational intelligence dashboards from two days to two hours. -Customer Case Study { ITERATE Add New Data Sources, Ask New Questions instantly see results, without additional modeling or pre-aggregation. Incorta customer saw a ROI of 313% and total benefits of $14M+ over three years. -Forrester TEI Report
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  9. 9. Thank You 9
  10. 10. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Donna Burbank 2 Donna is a recognised industry expert in information management with over 20 years of experience in data strategy, information management, data modeling, metadata management, and enterprise architecture. Her background is multi-faceted across consulting, product development, product management, brand strategy, marketing, and business leadership. She is currently the Managing Director at Global Data Strategy, Ltd., an international information management consulting company that specializes in the alignment of business drivers with data-centric technology. In past roles, she has served in key brand strategy and product management roles at CA Technologies and Embarcadero Technologies for several of the leading data management products in the market. As an active contributor to the data management community, she is a long time DAMA International member, Past President and Advisor to the DAMA Rocky Mountain chapter, and was awarded the Excellence in Data Management Award from DAMA International. She has worked with dozens of Fortune 500 companies worldwide in the Americas, Europe, Asia, and Africa and speaks regularly at industry conferences. She has co-authored several books and is a regular contributor to industry publications. She can be reached at donna.burbank@globaldatastrategy.com Donna is based in Boulder, Colorado, USA. Follow on Twitter @donnaburbank @GlobalDataStrat Twitter Event hashtag: #DAStrategies
  11. 11. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com DATAVERSITY Data Architecture Strategies • January Emerging Trends in Data Architecture – What’s the Next Big Thing? • February Building a Data Strategy - Practical Steps for Aligning with Business Goals • March Master Data Management – Aligning Data, Process, and Governance • April Data Governance & Data Architecture: Alignment & Synergies • May Improving Data Literacy Around Data Architecture • June Business Intelligence & Data Analytics: An Architected Approach • July Best Practices in Metadata Management • August Data Quality Best Practices • September Business-centric Data Modeling • October Graph Databases: Benefits & Risks • December Enterprise Architecture vs. Data Architecture 3 This Year’s Lineup
  12. 12. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com What We’ll Cover Today • Developing a Data Strategy for your organization can seem like a daunting task – but it’s worth the effort. • Getting your Data Strategy right can provide significant value, as data drives many of the key initiatives in today’s marketplace, from digital transformation to marketing, customer centricity, population health, and more. • This webinar will help demystify Data Strategy and its relationship to Data Architecture and will provide concrete, practical ways to get started.. 4
  13. 13. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com The Rise of the Data-Driven Business Data, more than ever, is seen as a key business asset and strategic differentiator. 5
  14. 14. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Data-Driven Business Data-Driven Business is an impetus for data management • 70% of respondents feel that their organization sees data as a strategic asset*. • 68% are looking to save costs and increase efficiency** • 64% see digital transformation as a key driver for data management (increase of 11% from 2019)** 6 Data Management is the foundation of the Data-Driven Business * based on research from a 2019 DATAVERSITY survey on “Trends in Data Management” by Donna Burbank and Michelle Knight ** based on research from a 2020 DATAVERSITY survey on “Trends in Data Management” by Donna Burbank and Michelle Knight
  15. 15. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com What is a Data Strategy? 7 Strategy: 1. the art of devising or employing plans or stratagems toward a goal 2. an adaptation or complex of adaptations (as of behavior, metabolism, or structure) that serves or appears to serve an important function in achieving evolutionary success 3. the science and art of military command exercised to meet the enemy in combat under advantageous conditions Strategy vs. Management - Source Merriam Webster Management: 1. judicious use of means to accomplish an end 2. the act or art of managing : the conducting or supervising of something (such as a business) - Source Merriam Webster
  16. 16. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com But What is “It”, Really? • Many people are overwhelmed with the concept of building a Data Strategy – it can seem like a massive and overarching task. • On a very tactical level, many wonder what format it should be in – Word Document, PowerPoint presentation, Interpretive Dance?  • While many formats can be effective, a visual presentation often has the most impact. Key sections of the strategy should include: • Business Alignment – case for change and value proposition • Current State Analysis • Future State Recommendations • Roadmap and Next Steps • Projected ROI and Benefit 8
  17. 17. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Business Optimization vs. Business Transformation 9 Digital Transformation is transforming business Business Optimization Becoming a Data-Driven Company • Improving Efficiency • Reduce Redundancy • Eliminate Manual Effort • Growing Revenue • Improved Marketing Campaigns • Data-driven Product Development • Etc. Business Transformation Becoming a Data Company • New Business Models • Data is the product • Monetization of information • Digital Transformation • New Business Models • Data is the Business • Etc. How do we do what we do better? How do we do something different?
  18. 18. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Business & Data Strategy – the Interdependency 10 Data Strategy Informs & Guides Informs & Guides Business Strategy
  19. 19. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com A Successful Data Strategy links Business Goals with Technology Solutions Level 1 “Top-Down” alignment with business priorities Level 5 “Bottom-Up” management & inventory of data sources Level 2 Managing the people, process, policies & culture around data Level 4 Coordinating & integrating disparate data sources Level 3 Leveraging data for strategic advantage Aligning Business Strategy with Data Strategy
  20. 20. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Look for Business Value “Levers” • Identify areas that will derive the highest business value by addressing. • Is this supporting the new marketing campaign for a high visibility product launch? • Or are you “re-arranging the deck chairs on the Titanic” – i.e. focusing valuable time and effort no low-value activities • As with any areas of the business that have value, it is helpful to build a model or architectural design around the key areas of business value. Identify “Quick Wins” Load Effort Fulcrum Identify areas where data can be the fulcrum.
  21. 21. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Making the Business Case 13 While Business Cases and ROI Calculations can be complex, they generally fall into 4 categories: • Wasted Labor costs due to manual efforts (Data cleansing, manual integration, etc.) • Inefficient business processes for data management (Product Master Data process) • Data quality cost avoidance (Wasted mailings sent to wrong address) Decreasing Costs • Price Optimization through Analytics • Improved Marketing Campaigns through Quality Customer Data • Data-Driven Recommendation Engines to enhance the sales cycle. • Better Grant writing through data-driven needs analysis • Industry regulations (GDPR, HIPAA, BCBS 239, Spice, HIPAA, etc.) • Product Traceability (Food lineage from farm/catch) • Litigation due to Data Breach • Health and Safety Audit • Customer Satisfaction • Brand Trust • Social Media Voice of Consumer • Loyalty & ‘Stickiness’ Increasing Revenue Reducing Risk Protecting Reputation
  22. 22. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Include the Risk of Doing Nothing 14 • There is significant cost and risk in the status quo • Doing nothing often has a higher cost than investing in data management. • Make sure to include the “do nothing” option in your analysis.
  23. 23. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Speak with a Wide Variety of Stakeholders 15 • It’s important to speak with a wide range of roles across the organization. • Business & IT • Cross-functional teams (Marketing, Finance, Analytics, etc, etc.) • Understand key opportunities & challenges. • Recruit allies & volunteers (and identify those you still need to convince.  ) From Data Modeling for the Business by Hoberman, Burbank, Bradley, Technics Publications, 2009
  24. 24. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Stakeholder Analysis 16 • Stakeholders are key to the success or failure of your data program. Like data assets, they should be analyzed and managed. • They are the “Who” in the Zachman Framework • A number of tools and techniques exist to help manage stakeholders. • Stakeholder Map: Listing of key stakeholders with their roles, contact information, location, etc. • Interest/Influence matrix: Rank stakeholders by level of interest vs. amount of influence they hold. • Interest matrix: Identify key interest areas and map their importance to each stakeholders or stakeholder group. • Interview Schedule & Key Questions: Plan the interview schedule to respect stakeholders’ time. Identify key questions ahead of the meeting. • Preferred Communication Styles: Identify the Styles of communication preferred by stakeholders & their communication styles (email, face to face meeting, coffee, introvert/extrovert, etc.) • Communication Plan: Develop a phased communication plan including feedback, reporting, metrics, etc.
  25. 25. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Data Governance Data Governance is critical in supporting the data- driven business • 76% have a current data governance initiative in place or are planning one in the near future • 86% consider data security a priority • >50% identified improved collaboration through using a defined data architecture 17 Data Governance improves collaboration and increases data accountability & protection * based on research from a 2019 DATAVERSITY survey on “Trends in Data Management” by Donna Burbank and Michelle Knight
  26. 26. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Tools & Platforms Applying a Structured Data Governance Framework Vision & Strategy Organization & People Processes & Workflows Data Management & Measures Culture & Communication Copyright Global Data Strategy, Ltd. 2022 A structured Data Governance Framework helps align business and IT for long-term success.
  27. 27. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Mapping Organizational Capability • Organizational Capability, Organizational Structure, and Roles are key to any Data Strategy 19 Aligning to Organizational Capabilities e.g. From Plan to Production to Sales & Distribution Designing Org Structures for Data-Centric Efforts e.g. Aligning Data Governance to Individual Culture
  28. 28. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Data Strategy Relies on Data Architecture & Governance 20 A successful Data Strategy relies heavily on Data Architecture and Data Governance Based on research from a 2020 DATAVERSITY survey on “Trends in Data Management” by Donna Burbank and Michelle Knight
  29. 29. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Top 10 Data Platforms & Sources – 2022-23 21 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Graph database Real-time/streaming database Big Data platforms (e.g. Hadoop Ecosystem) JSON Don’t know Packaged applications (e.g. ERP, CRM, etc.) Spreadsheets Non-relational cloud-based database Relational on-premises database Relational cloud-based database Which Data Platforms & Sources Do You Plan to Use in the Next 1-2 Years? Top 10 (Select all that apply) ** based on research from a 2021 DATAVERSITY survey on “Trends in Data Management” by Donna Burbank and Michelle Knight
  30. 30. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Building Trusted Data Sets • Successfully building trusted data sets requires a full range of data management disciplines What does it take to build Trusted Data Sets? Trusted Data Data Architecture Data Quality Privacy & Security Metadata Management Data Governance Trusted Data
  31. 31. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com The Critical Role of Data Architecture & Governance 23 A high-level data architecture provides the roadmap for data strategy & associated governance. Business data model What data do we prioritize? Where is this data used? Business process models Where is this data stored? Data architecture diagram What rules apply to this data? Business rules & policy What is the quality of the data? Data quality dashboard Business Glossary This architecture provides a guide for small, targeted projects for business value to add additional detail. What data best supports our Brokers? What data best supports our Customers? What data can we use to best Price our Policies? Home Auto Commercial What external data can we use for business advantage?
  32. 32. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com 24 Key Steps to Creating a Data Program • The following steps should be included when creating a data program. The order is less important than ensuring that they are completed. Steps to Success Secure Senior Executive Support • Identify a Data Champion among senior leadership. Define Vision, Drivers & Motivations • Define business-driven vision for the program. Build the Business Case • Outline key benefits of data program & risks of not doing so Deliver “Quick” Wins • Short, iterative, business-driven projects deliver short-term value, building towards long-term gain. Identify Business-Critical Data • Focus on the data that has the highest impact on the business. Identify & Interview Stakeholders • Elicit feedback from key stakeholders – listen & communicate. Create Organization • Define an organizational structure that aligns with your way of working. Communicate • Build a communication plan from initial feedback phase throughout all phases of the program. Assess IT Maturity • Assess the maturity of the IT organization across all aspects of data management. Map Business Priorities to IT Capabilities • Create a realistic “heat map” aligning business goals with data management capabilities. Show Continued ROI • Show continued value and benefits throughout the program Integrate with Change Mgt • Integrate into larger Change Management and Culture Change activities
  33. 33. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Implementation Roadmap • Define your roadmap with key activities timed to align with key business initiatives. • Align with necessary staffing and training. 25 Define Roadmap & Staffing for Executing the Strategy Implementation Roadmap for Key Activities by Functional Area Staffing & Training Recommendations
  34. 34. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Why: Aligning with the Organizational Vision • Key to any Data Strategy and Roadmap is aligning with the organization’s vision. • Particularly for planning a roadmap, it is important to understand the company’s plans & trajectory • Is the organization cautious or aggressive in its future state? • Are there events that you should align your strategy around? e.g. Product Launch, Corporate Audit, School Semester start, etc.
  35. 35. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Organizational Change Management 27 • There are several types of organizational change management methodologies (Prosci, Kotter, McKinsey, etc.). • While they each have their unique benefits and approaches, below are some common phases & themes. Awareness Interest / Excitement Knowledge Reinforcement / Understanding Communication, Communication, Communication! • Alignment with Business Value • Vision & Roadmap • Etc. • WIIFM • Testimonials • Swag, slogans, etc. • Etc. • Launch Awareness • Trainings • Certifications • Etc. • Ongoing Communication Plan • ROI & Value over time • Success Stories • Etc.
  36. 36. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Organizational Change Management 28 Awareness Interest / Excitement Knowledge Reinforcement / Understanding Communication, Communication, Communication! • Alignment with Business Value • Vision & Roadmap • Etc. • WIIFM • Testimonials • Swag, slogans, etc. • Etc. • Launch Awareness • Trainings • Certifications • Etc. • Ongoing Communication Plan • ROI & Value over time • Success Stories • Etc. Emotions play a key role underpinning each phase. This is new! This is new! Should I be concerned? This is new! Other people are excited about it – maybe it can help me, too. This is new! This is interesting – I’m starting to understand how it can help me. This is new! I’m seeing the value of this over time – how did I ever work without this?
  37. 37. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Summary • Aligning Data Strategy with business drivers & goals is key to success • Orchestrate the people, process, technology, & culture required through a robust Data Governance program. • Pick the right tools for the right job – there is no “one size fits all” solution. • Your roadmap should tell a story and show an evolution from the current state. • Define “quick wins” as well as long-term value • Culture building and organizational change are critical to success
  38. 38. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com DATAVERSITY Data Architecture Strategies • January Emerging Trends in Data Architecture – What’s the Next Big Thing? • February Building a Data Strategy - Practical Steps for Aligning with Business Goals • March Master Data Management – Aligning Data, Process, and Governance • April Data Governance & Data Architecture: Alignment & Synergies • May Improving Data Literacy Around Data Architecture • June Business Intelligence & Data Analytics: An Architected Approach • July Best Practices in Metadata Management • August Data Quality Best Practices • September Business-centric Data Modeling • October Graph Databases: Benefits & Risks • December Enterprise Architecture vs. Data Architecture 30 This Year’s Lineup
  39. 39. Global Data Strategy, Ltd. 2022 Who We Are: Business-Focused Data Strategy Maximize the Organizational Value of Your Data Investment In today’s business environment, showing rapid time to value for any technical investment is critical. But technology and data can be complex. At Global Data Strategy, we help demystify technical complexity to help you: • Demonstrate the ROI and business value of data to your management • Build a data strategy at your pace to match your unique culture and organizational style. • Create an actionable roadmap for “quick wins”, which building towards a long-term scalable architecture. Global Data Strategy’s shares experience from some of the largest international organizations scaled to the pace of your unique team. www.globaldatastrategy.com Global Data Strategy has worked with organizations globally in the following industries: Finance · Retail · Social Services · Health Care · Education · Manufacturing · Government · Public Utilities · Construction · Media & Entertainment · Insurance …. and more
  40. 40. Global Data Strategy, Ltd. 2022 www.globaldatastrategy.com Questions? Thoughts? Ideas? 32

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