how to reach a data driven culture
TRANSCRIPT
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