DATA PROCESSMANAGEMENT

The ability to build data-drivenlong-term relationships

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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

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AGENDA

• Value

• Our Challenges

• Data Management

• Data ProcessManagement

• Customers & Data

• FAQ

Data will tell if your strategy is right !

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BRAND VALUE

• What would they miss ifyour brand was notaround anymore?

• Why would they invest in a relationship with you?

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“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

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VALUABLE

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WE NEED TO BUILD

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TRUST.

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CAN ITRUST Y O U ?

• Safety

• Transparency

• Honesty

• Convenience

• Relevance

• Compliance

• Respect

HELLO?We want to have relevant experiences!

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ARE YOURELEVANT?

• Do you care about me?

• Are you trying toimprove my life?

• Do I get a voice?

• Are you just in time?

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BIG DATA, BIG DEAL

•What’sgoing on?

•What’sthe value?

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HYPER-CONNECTED ECONOMY

The internet of everything15-06-15 13

Omni Channel - customer

WE PRODUCE DATA

EVERYSECOND

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ON PURPOSE/OFF PURPOSE?

WE HAD MULTIPLE WAKE-UP CALLS

BRIDGING

TODAY’SCHALLENGES

TODAY’SSOLUTIONS

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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

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Q1915-06-15

How is the data process within yourcompany defined?

Who’s responsible?

DATA PROCESS

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BIG DATADATA

OPERATIONS(processing)

RELEVANT VALUE

REAL-TIME /// SIMPLE – SECURE - SUSTAINABLE

KNOWLEDGE + TECHNOLOGY + PEOPLE

All dataAll sources

Data efficiencyData quality

Data governance

One truth

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Q2215-06-15

What data do youcollect?

Do you take yourcustomer journeysinto account?

A FOOL WITH A TOOL

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DATA PROCESS MANAGEMENT

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1. Collect 2. Process 3. Deliver

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COLLECT

Q2615-06-15

How do youmanage the data processing?

Are yourcustomer data available?

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PROCESS

• Knowledge

• Technology

• People

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SCALE YOURKNOW HOW!

Knowledge

• Domain knowledge• Big data technology• Regulations• Customer Journeys

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ACCELERATE BYAUTOMATION

Technology – standards and innovation

• Collection• Tag management• Storage/Data warehousing • Analytics• BI tools • Visualisation

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YOURCOMPETENCESPeople – co-creation

• CDO, CMTO, CIO• Data scientists• Data engineers• Analysts• IT

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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

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DATA QUALITY

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• 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?

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DATA QUALITY

• Complete

• Accurate

• Accessible

• In time

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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

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Q3915-06-15

What is your(organisation’s)standpoint on data ethics?

How will data ethics impact yourreputation and CX?

DATA,DATA, DATA…

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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

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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.”

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YOUR DILEMMA

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SHORT-TERM PROFITSOR

LONG-TERM VALUE?

OUR SUGGESTION

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“AGILE DATA PROCESS MANAGEMENT WILLLEAD TO LONG-TERM VALUE AND

SHORT-TERM PROFITABLE ACTIONS.”

BOB NIEME, ADVERSITEMENT

THNX FORYOURATTENTION

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Bob Nieme

Adversitement