nyenrode masterclass - digital marketing strategie & social media
TRANSCRIPT
DATA PROCESSMANAGEMENT
The ability to build data-drivenlong-term relationships
15-06-15 1
INTRODUCTION@BNieme
• Founder Adversitement, O2MC I/O, Digital Power
• 10 years in financial sector -transparency
• Digitally active since 2000 • Privacy by Design Ambassador• Board of Advisory TU/e M&I
215-06-15
15-06-15 3
AGENDA
• Value
• Our Challenges
• Data Management
• Data ProcessManagement
• Customers & Data
• FAQ
Data will tell if your strategy is right !
15-06-15 4
BRAND VALUE
• What would they miss ifyour brand was notaround anymore?
• Why would they invest in a relationship with you?
15-06-15 5
“Consumers state that 70% of the brands they buy
are fully exchangeable.”
Long-term strategic valueImproved reputation and customer experience and agile competitive advantage
Short-term operational valueNew business opportunities, more efficient marketing processes, smarter decision making, time and cost reduction and guaranteed data control
BUSINESS
VALUE
15-06-15 6
VALUABLE
15-06-15 7
WE NEED TO BUILD
15-06-15 8
TRUST.
15-06-15 9
CAN ITRUST Y O U ?
• Safety
• Transparency
• Honesty
• Convenience
• Relevance
• Compliance
• Respect
HELLO?We want to have relevant experiences!
15-06-15 10
ARE YOURELEVANT?
• Do you care about me?
• Are you trying toimprove my life?
• Do I get a voice?
• Are you just in time?
15-06-15 11
BIG DATA, BIG DEAL
•What’sgoing on?
•What’sthe value?
15-06-15 12
HYPER-CONNECTED ECONOMY
The internet of everything15-06-15 13
Omni Channel - customer
WE PRODUCE DATA
EVERYSECOND
15-06-15 14
15-06-15 15
ON PURPOSE/OFF PURPOSE?
WE HAD MULTIPLE WAKE-UP CALLS
BRIDGING
TODAY’SCHALLENGES
TODAY’SSOLUTIONS
15-06-15 16
15-06-15 17
ONLY 15% of global companies is able to exploit big data in 2015.
Adapt new technologies to utilise: Volume, Velocity, Variety, Veracity
TODAY’S BIG DATA CHALLENGES & COMPLEXITY
Business ApplicationsInefficient siloed data for Marketing and Sales applications
.
Data Life Cycle Management Inefficient and very costly data management process
15-06-15 18
Q1915-06-15
How is the data process within yourcompany defined?
Who’s responsible?
DATA PROCESS
15-06-15 20
BIG DATADATA
OPERATIONS(processing)
RELEVANT VALUE
REAL-TIME /// SIMPLE – SECURE - SUSTAINABLE
KNOWLEDGE + TECHNOLOGY + PEOPLE
All dataAll sources
Data efficiencyData quality
Data governance
One truth
15-06-15 21
Q2215-06-15
What data do youcollect?
Do you take yourcustomer journeysinto account?
A FOOL WITH A TOOL
2315-06-15
DATA PROCESS MANAGEMENT
15-06-15 24
1. Collect 2. Process 3. Deliver
15-06-15 25
COLLECT
Q2615-06-15
How do youmanage the data processing?
Are yourcustomer data available?
15-06-15 27
PROCESS
• Knowledge
• Technology
• People
15-06-15 28
SCALE YOURKNOW HOW!
Knowledge
• Domain knowledge• Big data technology• Regulations• Customer Journeys
15-06-15 29
ACCELERATE BYAUTOMATION
Technology – standards and innovation
• Collection• Tag management• Storage/Data warehousing • Analytics• BI tools • Visualisation
15-06-15 30
YOURCOMPETENCESPeople – co-creation
• CDO, CMTO, CIO• Data scientists• Data engineers• Analysts• IT
15-06-15 31
DATA DRIVEN
Company – Agile, Process, Innovation
ActionDecisionInsightDataKPIBusiness goal
Data Process ManagementManager Analyst Manager
Q3215-06-15
What kind of technology is valuable for yourbusiness?
Are they supportedby the right knowledge?
WHATABOUTDATA QUALITY
3315-06-15
DATA QUALITY
15-06-15 34
• Poor data quality is a primary reason for 40% of all business initiatives failing to achieve their targeted benefits.
• Data quality effects overall labour productivity by as much as 20%.
• As more business processes become automated, data quality becomes the rate limiting factor for overall process quality.
Q3515-06-15
How does data quality affect your decisionmaking?
How do youcontrol yourdata quality?
15-06-15 36
DATA QUALITY
• Complete
• Accurate
• Accessible
• In time
15-06-15 37
DATA QUALITYREQUIRES
• Knowhow to be shared
• Best of breed technology and practices
• High expertise to be standardised
• Prevention of new compliance risks
• Innovations to be top priority
DATA ETHICSTIME TO TAKE A STAND
15-06-15 38
Q3915-06-15
What is your(organisation’s)standpoint on data ethics?
How will data ethics impact yourreputation and CX?
DATA,DATA, DATA…
15-06-15 40
Q4115-06-15
Why do youcollect data?
For whatactivities is this data valuable?
What would be the impact if your data weren’t availableanymore?
EVERYBODY HAS THE RIGHT
15-06-15 42
TO BE FORGOTTEN
Q4315-06-15
Is your data process fit tofacilitate this right to your customers ?
Will it make a difference if youdo?
Can you adapt tonew circumstancesand regulations?
“TRY NOTTO BECOMEA MAN OF SUCCESSBUT A MAN OF VALUE.”
15-06-15 44
YOUR DILEMMA
15-06-15 45
SHORT-TERM PROFITSOR
LONG-TERM VALUE?
OUR SUGGESTION
15-06-15 46
“AGILE DATA PROCESS MANAGEMENT WILLLEAD TO LONG-TERM VALUE AND
SHORT-TERM PROFITABLE ACTIONS.”
BOB NIEME, ADVERSITEMENT
THNX FORYOURATTENTION
15-06-15 47
Bob Nieme
Adversitement