This document summarizes a webinar about mastering data through smart awareness. It discusses how most organizations lack disciplined ways to collect, analyze, and use data, both internal and external. It advocates developing self-knowledge through thoughtful metrics that illuminate value creation and developing sentience through market sensing to safely navigate complex marketplaces. Together, metrics and sensing can create a new nervous system for organizations to support smart work.

1. Mastering
Data:
Smart
Awareness
Steve
Stanton,
Managing
Director
Webinar
March
30,
2016
For
more
informa6on,
go
to
fcbpartners.com
or
call
Lindsay
Field
617.245.0265

2. 1
©2016
FCB
Partners.
All
rights
reserved.
The
Problem
with
Measurement
Is
A
Symptom
of
a
Deeper
Issue
Too
busy
to
think
busyness
of
business
Then
the
urgent
drives
out
the
important
an
absence
of
insight
Flying
blind,
deaf,
and
dumb
intui6on,
history,
and
luck
While
our
world
is
full
of
data
inside
and
outside
But
most
organizaCons
have
no
disciplined
way
to
collect,
analyze,
and
use
that
data
ad-­‐hocracy

3. 2
©2016
FCB
Partners.
All
rights
reserved.
To
Make
MaEers
Worse
“In
our
unpredictable
and
vola7le
world,
the
past
is
no
guide
to
the
future,
trends
can
be
misleading,
and
surprises
are
frequent.”
Steven
Haeckel,
The
Adap7ve
Organiza7on
And,
surprises
are
almost
always
bad

4. 3
©2016
FCB
Partners.
All
rights
reserved.
What’s
Your
ROI?
(Return
on
InformaCon)
Intelligence
in
ac6on
Poten6al
Value

5. 4
©2016
FCB
Partners.
All
rights
reserved.
Measurement
Foibles
Innumerable
way
too
many
Illogical
missing
logic
Imprecise
inaccurate
representa6on
of
underlying
phenomena
Irrelevant
useless
for
ac6on
Incomprehensible
financial
gobbledygook
Incomplete
func6onal
slices
IdioCc
twisted
for
vanity

6. 5
©2016
FCB
Partners.
All
rights
reserved.
The
Four
QuesCons
of
Measurement
Why
measure?
you
must
know
the
purpose
of
measurement,
before
how,
which,
when,
and
where
What
to
measure?
illuminated
by
the
understanding
of
how
value
is
created
or
wasted
Where
to
set
performance
targets?
by
balancing
the
needs
of
mul6ple
stakeholders
How
to
measure?
establishing
a
process
with
discipline

7. 6
©2016
FCB
Partners.
All
rights
reserved.
The
True
Purpose
of
Measurement
The
first
goal
of
measurement
is
to
translate
enterprise
strategy
into
process
and
performer
goals
serving
as
a
RoseSa
Stone
The
second
goal
of
measurement
is
to
idenCfy
how
to
improve
business
performance
by
understanding
how
stakeholder
value
is
created
The
third
goal
of
measurement
is
to
reduce
uncertainty
and
complexity
by
using
data
through
experimenta6on
and
learning
The
fourth
goal
of
measurement
is
to
communicate
what
is
important
to
achieve
alignment
and
focus

8. 7
©2016
FCB
Partners.
All
rights
reserved.
The
ConCnuum
Data Information Knowledge Wisdom
Context Validation

9. 8
©2016
FCB
Partners.
All
rights
reserved.
The
Only
SoluCon
–
Smart
Awareness
1.
Self-­‐Knowledge
through
thoughWul
metrics
that
illuminate
how
our
organiza6ons
create
value
2.
Sen6ence
through
Market
Sensing
that
allows
us
to
safely
and
profitably
navigate
through
a
complex
and
turbulent
marketplace
Together,
they
represent
a
new
nervous
system
for
the
organiza7on
that
supports
Smart
Work

10. 9
©2016
FCB
Partners.
All
rights
reserved.
Serious
Measurement:
Self
Knowledge
• It
takes
6me
and
insight
to
iden6fy
the
dominant
drivers
of
value
crea6on
• It
takes
discipline
to
select
the
few
(80/20)
truly
key
metrics
• It
takes
data
from
experimenta6on
to
validate
those
metrics
• It
takes
non-­‐stop
awareness
to
update
those
metrics
when
needed

11. 10
©2016
FCB
Partners.
All
rights
reserved.
Serious
Sensing
• GE:
“We’re
not
smart
enough
to
predict
the
future,
so
we
have
to
get
beHer
at
reac7ng
to
it
more
quickly”
• Niels
Bohr:
“Predic7on
is
very
difficult,
especially
about
the
future”
But,
how
will
we
know?

12. 11
©2016
FCB
Partners.
All
rights
reserved.
Example:
Customer
Sensing
Disciplined
process
of
collecCon,
analysis,
and
distribuCon
Lost-­‐Customer
audits
Get
your
execs
into
the
marketplace
Other
tacCcs:
• reading
their
industry
magazines
• mapping
their
customer
journey
• turning
your
call
centers
into
sensory
organs,
data-­‐driven
listening
posts;
a
complaint
is
a
signal
• making
salespeople
responsible
for
compe66ve
intelligence
• cracing
powerful
customer
personae
and
tes6ng
them
• going
to
customers’
industry
conferences
• mapping
customers’
financials
to
understand
how
they
make
money

13. 12
©2016
FCB
Partners.
All
rights
reserved.
Johari
Window
Use:
What
we
know
that
we
know
Search:
What
we
know
that
we
don’t
know
Sense:
What
we
don’t
know
that
we
don’t
know
Share:
What
we
don’t
know
that
we
do
know

14. 13
©2016
FCB
Partners.
All
rights
reserved.
The
Zen
of
Sensing
The
most
important
informa6on
is
the
informa6on
you
don’t
have
The
most
important
ques6ons
are
the
ques6ons
you
can’t
answer
The
biggest
discoveries
lie
in
the
informa6on
you
haven’t
sought
and
in
the
ques6ons
you
haven’t
asked

15. 14
©2016
FCB
Partners.
All
rights
reserved.
FCB
2016
Public
Courses
Event
Dates
and
LocaCon
Change
Leaders
and
Catalysts
Advanced
Cer7fica7on
Course
Arlington,
VA,
April
4-­‐5
Process
Redesign
Hammer
Cer7fica7on
Course
Arlington,
VA,
April
5-­‐8
ImplementaCon
and
ExecuCon
Advanced
Cer7fica7on
Course
Arlington,
VA,
April
6-­‐7
Power
of
Process
Hammer
Cer7fica7on
Course
New
Orleans,
LA,
October
24-­‐25
Leading
TransformaCon
Hammer
Cer7fica7on
Course
New
Orleans,
LA,
October
26-­‐28

16. 15
©2016
FCB
Partners.
All
rights
reserved.
For
More
InformaCon
FCB
Partners
Lindsay
Field,
Program
Director
617
245
0265
lfield@fcbpartners.com