how to reach a data driven culture

How to reach a Data driven culture?Graydon

Agenda

Working ‘fact based’ and ‘data driven’ has increased in popularity but companies struggle to get to the next level, having all the stakeholders aligned.

‘How to reach a data driven culture?’ focuseson the maturity steps in data driven marketing and examines the partnerships from across the business to achieve a strategy driven analytics culture.

Gain insight in how to create a culture for fact based decision making.

Agenda

What do we do?

Value FOR the Customer

Data driven maturity model

Key Take aways

How to align

Value OF the Customer

GraydonFrom Credit information to BI Provider

Graydon offers information solutions in the field of marketing information, credit management, risk and compliance, and debt collection.

Graydon helps companies in making business decisions by generating relevant intelligence for your business.

With these services, Graydon helps businesses to gain access to capital, to build knowledge in order to strengthen their competitive position, and to meet the growing demand for transparency.

For more than 125 years, Graydon’s information consultants have been using this up-to-date financial, commercial and transaction-related business information to develop innovative and reliable information solutions.

Graydon relies on a network of 130 international databases in 100 countries, which contain information about more than 90 million businesses.

Over its 126 years of existence Graydon morphs from traditional patent office into leading business information solutions provider

Early days Scale and automation Growth transition Dynamic future

1890 – 1960Local Credit

Information agent

1970 – 2005Score driven

Credit Information agent

2010 – 2015Differentiated data

services provider

2016 – 2020’sInformation

Solutions provider

Change from traditional patent office into local Credit Information agent to facilitate the growing need to assess credit risks

Install automated data bases Implement decision solutions Geographical expansion in to BE and UK Service portfolio diversification

Data strategy from single source to multiple source Scalable IT platform Unified back-end landscape Advance analytical capabilities

Constant new product innovation Embrace digital and mobile trends Well positioned for disruptive growth

Revenue Trend

GraydonFrom Credit information to BI Provider

•Customer lifecycle •Customer engagement •Market(-ing) Intelligence •Customer data

•Online & Content •Inbound Marketing •Marketing automation

•Retention campaigns •Corporate Identity

•Media relations, Publications•Crisis management •Research & Learning

Marketing

CRM & Intelligence Demand gen Customer Success Corporate Communication

Credit Management Marketing Information

Risk & Compliance Debt Collection

Collect & Analyze

Generate Insight

Act on insight

What do we do?

Value FOR the Customer

Data driven maturity model

Key take aways

How to align

Value OF the Customer

Agenda

So how Data mature are we?Let’s see the Data Maturity Model

Data driven marketing maturity model

What do we do?

Value FOR the Customer

Data driven maturity model

Key Take aways

How to align

Value OF Customers

Agenda

How to align?

Weekly and monthly reportingUnstructured and no cohesion

Example:100 FTE 10% on reporting = 10FTE * 75K = 750K

Too many details

Time consumingLoose files sent

(different versions)

Per department

- No overview- Cannot identify causes

Different formats

(Excel/Word/E-mail/Online)

Strategy driven Star schemaA mutual goal: Customer centric entrepreneurship

Market

HR

Finance

ProductDev.

Operations

IT

Service

Marketing

Sales

Customer

20

Start with dataHow?

How to reach a data driven culture

Use the corporate-KPI’s (derived from strategy map) as a cornerstone for stakeholders

Start small and align first with Finance

Share and collaborate: Use data consistently and uniform across departments in the organization.

Tell a story. (and create short feedback loops)

Embedded data as the standard way of making business decisions within activities, business units and strategic decisions (no fragmented or ad-hoc data & reports)

What do we do?

Value FOR the customer

Data driven maturity model

Key Take aways

How to align

Value OF Customers

Agenda

Value FOR the Customer

Strategy focus 2016Customer centric entrepreneurship

•Net Revenue•Consumption•Per segment•Customer Based Accounting

VALUE OF CUSTOMERSVALUE FOR CUSTOMERS

•NPS / CES •Buyer intentions •Business issues (WITYs) •Buyer Persona interviews •Crowdsourcing

Generate, store and analyze:

27

Use keyword research tools to create and validate your keyword list

Graag grafiek zo aanpassen dat de stijging van 180 naar 240 duidelijker wordt. Nu lijkt het een kleine stijging. Terwijl het een grote stijging is. Het is niet noodzakelijk dat de niveau’s exact juist zijn. Ermoet een duidelijke stijging te zien zijn

Optimise keywords in strcutured process and your ranking will increase

Supervisory Board | 10 December 2014 © Graydon | Confidential

What do we do?

Value FOR Customers

Data driven maturity model

Key Take aways

How to align

Value OF Customers

Agenda

Value OF the Customer

Strategy focus 2016Customer centric entrepreneurship

•Net Revenue•Consumption•Per segment•Customer Based Accounting

VALUE OF CUSTOMERSVALUE FOR CUSTOMERS

•NPS / CES •Buyer intentions •Business issues (WITYs) •Buyer Persona interviews •Crowdsourcing

Generate, store and analyze:

al

Strategy driven analyticsCustomer dashboard

GoogleAnalytic

sMarketo CRM on Demand SAP Clicktools

& CRMOD

Strategy driven analyticsCustomer dashboard

What do we do?

Value FOR Customers

Data driven maturity model

Key Take aways

How to align

Value OF Customers

Use strategy maps

Agenda

Key take aways

The value chain of insights

24th of June 2016Bart Redder

Source/Tool

Data Information

Input Processing Transform

Insights Action

Dashboard Trigger

Stable environment

The right data collection

Having the right combination of data and having it availabe

Who wants to know what,

where, how?

Who or which system takes

action?

1 2 3 4 5 6

Sustainable hand-overMake it stick!

• Introduce Data governance and align departments

Organization

• Assign roles: Data steward, Data owner

• Centralize reporting

• Optimize integrity reports

IT

• Actively guard and document data flows and impact analysis

• Teach Data governance

Learn & Grow

• Sharpen data entry• Build knowledge base for

Data errors & warnings

• Centralized reporting

Processes

• Q&C • Strategy check• Data processing

• HR flows

Start small?How to reach a data driven culture

Use the corporate-KPI’s (derived from strategy map) as a cornerstone for stakeholders

Start small and align first with Finance

Share and collaborate: Use data consistently and uniform across departments in the organization.

Tell a story. (and create short feedback loops)

Embedded data as the standard way of making business decisions within activities, business units and strategic decisions (no fragmented or ad-hoc data & reports)

What if you have another question?That is not answered here

Contact me/in/mmbeekman/mmbeekman