the data directive

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The Data Directive

How data is driving corporate

strategy— and what still lies ahead

An Economist Intelligence Unit report


The Data Directive

HIGHLIGHTS

Today, it is the myriad forms of data

emerging from our Internet-enabled

digital world that provide the same basis

for technological disruption that the

Internet did two decades ago

The report explores the degree to which the

ongoing data revolution within business is

delivering truly strategic change within

companies, as opposed to more incremental

optimisation gains.


The Organisational Data Leaders

Geographic expansion

Improving scenario

planning and

forecasting

Improving operational

efficiency

Increasing customer

understanding & segmentation

Identifying new

business models

Managing / controlling

IT spending

Top strategic aspects of role in which data has made biggest positive difference

Marketing is currently the most immediately visible user of data but other functions

in the business are making wide-ranging use of data to support myriad initiatives

CIO/

CTO

CSO

CMO

COO

CFO

CEO

Business


Potential Benefits that Data can Deliver

Identifying business

transformation

opportunities

Improving medium-

/long-term planning

Increasing cross-selling efforts

Delivering process

innovation

Improving financial

risk management

Improving risk management

Marketing is currently the most immediately visible user of data but other

functions in the business are making wide-ranging use of data to support myriad

initiatives.

Top strategic aspects of role in which data has potential to make biggest difference

CIO/

CTO

CSO

CMO

COO

CFO

CEO

Business


A Sector Perspective on Data

Although it is not difficult to find examples of data-centric companies in nearly any

industry, it is also obvious that some sectors have embraced data more rapidly

than others.

Sectors Leading the Knowledge-led Business

Financial

Services

Professional

Services High-tech

Companies


Voices That Matters

High-tech, financial services and professional services companies are the most

advanced in using data and hence are getting more out of it, while some sectors

such as retail are constrained by poor industry conditions

RBS’s Mr Nelissen

On a two by two grid, where one

axis is the amount of data and

other is the use of data,

companies like eBay and

Amazon are industry leaders on

using data

Mr Clement from AON

It is changing our business model

and the fact is that data and the

analytics on that data are becoming

of equal value to the work we have

traditionally done

Irvin Newbitt, AstraZeneca’s VP

for enterprise IT.

Companies are now reshaping both

its process for discovering and

developing new drugs, as well as

the way it commercialises these,

around data


Who’s Ahead on the Data Game?

High growth firms make better use of their data

No growth firms are more likely to run into data

paralysis

While no growth firms worry about the unknown,

high growth firms worry about how to resource

their data plans

High growth firms have done more to reform

their structure and leadership around data

High growth firms more often have a solid data

management strategy in place

There is a strong relationship between high-growth companies and their use of

data. Undoubtedly key to their success is the fact they have done more to

reorganise their structures and leadership around data and to introduce data-

management strategies.


Data Insight Masters

8 times as likely to have a well-defined data

management strategy in place.

More than 4 times as likely to have changed the way they tackle strategic decisions

Almost everyone provides their senior executives with new data and information to

support their roles and decisions

2 times more likely to consider their strategic planning and decision-

making to be data-driven


The Data Challenges

Fear of the unknown

among key managers

Lack of necessary

skills/ expertise

Technology / systems

issues

Data quality issues

Disconnect b/w the IT function & the rest of

the business

Lack of leadership

from the top

The list of challenges faced by companies seeking to become more data-centric is

long, but leading it is the ability to determine which data are truly useful.


The Fine Line on Trust

Transparency Added Value

Trust Control

Core Set Of Values Relating To Data

TACT


Key Findings

There is a relationship between

earnings growth and strategic

use of data

All C-suite functions are finding

uses for data, but so far data

has proved most valuable for

marketing leaders

The financial services sector,

technology companies, and

professional services firms are

most prepared for the data age

Businesses are stockpiling an

every-growing range of data and

expect data gathering to

continue to expand rapidly

Working out which data matters

most is the top challenge for

firms, but there are wide-

ranging issues to overcome

Those companies that claim to

be best at extracting insights

from data are not necessarily

looking to their CIOs to lead on

this initiative


Conclusion

Most use of data requires leadership from the top.

This involves not only a commitment to invest in the

necessary systems and skills, but also to demonstrate

that these are being taken seriously at an executive

level

As data initiatives do start to become more powerful,

there will likely need to be an evolution in how senior

decision-making is handled

Businesses should be aware that there are major

questions yet to be fully resolved about how data

initiatives are structured and managed internally

For those companies making the shift from the

tactical to the strategic use of data, there will be a

need for management flexibility and open-

mindedness as to the new possibilities emerging


For more details please visit the link below:

http://www.wipro.com/the-data-directive/docs/the-data-

directive.pdf

http://www.wipro.com/the-data-directive/docs/the-data-directive.pdf










Wipro set up the Council for Industry Research, comprised of domain

and technology experts from the organization, to address the needs of

customers. It specifically surveys innovative strategies that will help

customers gain competitive advantage in the market. The Council, in

collaboration with leading academic institutions and industry bodies,

studies market trends to help equip organizations with insights to

facilitate their IT and business strategies.

For more information on the Research Council visit

www.wipro.com/insights or mail [email protected]

About Wipro Council for Industry Research

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About Wipro Technologies

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Wipro Limited (NYSE:WIT) is a leading Information

Technology, Consulting and Outsourcing company,

that delivers solutions to enable its clients do

business better. Wipro Technologies delivers

winning business outcomes through its deep

industry experience and a 360 degree view of

“Business through Technology” – helping clients

create successful and adaptive businesses. A

company recognised globally for its comprehensive

portfolio of services, a practitioner’s approach to

delivering innovation and an organization wide

commitment to sustainability, Wipro Technologies

has over 140,000 employees and clients across 54

countries.

For more information, please visit www.wipro.com

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