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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
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
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
3 ©2016 FCB Partners. All rights reserved.
What’s Your ROI? (Return on InformaCon)
Intelligence in ac6on
Poten6al Value
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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
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
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
7 ©2016 FCB Partners. All rights reserved.
The ConCnuum
Data Information Knowledge Wisdom
Context Validation
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
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
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?
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
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
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
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
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