leveraging the 3vs of data storytelling - winshuttle · 2020. 8. 11. · of data storytelling . 2...
TRANSCRIPT
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TELLING YOUR DATA
(MANAGEMENT)
STORY
Leveraging the 3Vs of Data Storytelling
2
Introducing EnterWorks
Empowering Business & IT Users for over 21 years
All-in-one platform for MDM, PIM, and DAM
Only Solution that is a Leader on both the Forrester PIM and MDM Waves
Highest customer satisfaction marks on industry analyst reports
Industry expertise: distributors, manufacturers, retail, hospitality, service companies, and member / buying groups
Strong Global SI & Technology partnerships
Business MissionEnable Our Customer’s Growth,
Efficiency and Differentiation through Exceptional Competency in Data
as Enabled by our MDM Technologies
Complexity Mastered
Master Shared and Application Data for
Business Model Agility
Discrete Viewsof Everything
Provide a Central View of Data Across Enterprise
Networks
Differentiated Experiences
Leverage Multiple Domains for Combinatorial Precision
Leveraging the 3Vs of Data Storytelling
TELLING YOUR
DATA (MANAGEMENT)
STORY
• Data Management Advocate• Data Management Storytelling
• Focus on Structured Data
• My Mission• Strategic value of data management
• WHY rather than HOW
• Data Evangelism As-a-Service
• Events / Content
• Enterprises / Tech Brands
• Telling Your Data Story
• Sorting LEGO
Scott Taylor The Data Whisperer
Black Rock, Connecticut
Social Distancing
TELLING YOUR DATA MANAGEMENT STORY
• Why You Need a Story
• Relevance
• Types of Data Storytelling
• Types of Stories
• Leveraging the 3Vs • Vocabulary • Voice • Vision
• Putting it all in play!
Relevant to
Enterprises in Relationships
on Earth
Commercial Educational Governmental NGO
A call-to-action “bold, powerful moves” to secure business leader
support for data management
They suggest:
1 - Remove Technology From The Conversation
2 - Focus On Outcomes, Not Minutiae
3 - Earn True Senior-level Engagement
“As a community, we have failed to educate
leaders on the need for high-quality data…
and craft messages that people will listen to.”
Data management messaging is very hard to listen to
There are multiple reasons why data management programs may fail, yet an overwhelming majority suffer from an inability to demonstrate and then communicate business alignment.
1. Secure top management’s attention2. Integrate with primary transformation themes3. Prioritize data assets4. Apply the right level of governance5. Choose iterative and focused implementation6. Generate excitement for data
WHY do you Need a Story?
To Increase
Business Relevance
Executive Attention
Stakeholder Engagement
FUNDING for Data Management!
Every Enterprise Has a Data Story
Old data stories need to change
Major Data Quality Initiative Data is the New Oil More Data now than ever…
• Value• Grow
• Improve
• Protect
• Scale• Technology
• Data
Provide Value
to your Relationships
through your Brand
at Scale
Every Enterprise Has a Data Story
Relationships• Customer• Vendor• Partner• Prospect• Consumer• Citizen• Patient
Brands• Product• Offering• Service• Location• Banner• Finished Good• Ingredient• Material
Technology Doesn’t
Work without DATA
• Hardware doesn’t work• Software doesn’t work• Analytics doesn’t work• Digital doesn’t work
• Digital means Data• Data needs Data Management
You areHere
DataManagement
Know Your Customer
4th IndustrialRevolution
E-Commerce
Artificial Intelligence
Internetof Things As-a-Service
DigitalTransformation
Data Privacy RegulationsGDPR/CCPA
Transforming CX
Data Management is Macro-Trend Agnostic
ABM
Two Types of Data Storytelling
DATA
• Data Management
• Determine Truth• Data Governance
• Data Quality
• Master Data
• Reference Data
• MDM/RDM
• Horizontal
• ABOUT data
• Making it
• CHARACTERS
ANALYTICS
Scott TaylorThe Data Whisperer
• Business Intelligence
• Derive Meaning• Data Literacy
• Data Science
• Machine Learning
• Artificial Intelligence
• Visualization
• Vertical
• WITH data
• Using it
• PLOT
Truth before Meaning
You must determine the TRUTH first
Before you derive MEANING
A Data Story – Plot vs Characters
Geographies
Our Market Share is down in our Top Regions
Characters from Data Management
Customers Products
CompetitorsCategories
Plot from Analytics
Relationships Brands
What TYPE of Story?
There once was
some ugly data
Business Stories
Must Drive Action
Don Draper
World’s Greatest Pitchman
A Pitch
What TYPE of Story?
Crash Course
Attention Interest Desire Commitment
Every Pitch Journey
Technical Accuracy
Feet on the ground
HOW are we doing it?
Can get it done
“Makes sense”
Practical
Execution
Worst case
Boring Techno Babble
Compelling Story
Head in the clouds
WHY are we doing it?
Audience empathy
“Sounds cool”
Inspiring
Evangelism
Worst case
Buzzy Marketing Spin
Narrative Topics• Company Objectives
• Macro-Trend Impact
• Immediate Gains
• Long-term Benefits
• Innovation Enablement
VocabularyVoiceVision
An Ideal Narrative has a Balance
Ideal
Narrative
STEAK
WHY HOW
SIZZLE
Leverage the 3Vs of Data Storytelling
•Vocabulary• Establish an Accessible Vocabulary
•Voice• Harmonize to a Common Voice
•Vision• Illuminate the Business Vision
Establish an Accessible Vocabulary
• The Words You Use Are Important• Legacy Lexicon
• “Quality, Cleansing, Freshness, Hygiene”
• Use Definitive Words • “Structure, Standards, Coverage, Interoperability”
• Enterprise Terminology For• Relationships • Offerings• Hierarchies• Segmentation• Market Geographies
• Industry Vertical Nomenclature
• Share and Propagate Narrative “Elevator Pitch”• Avoid In-depth Technical Explanations
• Consistent Tone and Tenor
• Create Communication Vehicles
• Internal “Marketing” Programs
• Business Topics• Grow – Increase Sales
• Improve – Reduce Costs
• Protect – Mitigate Risks
Harmonize To a Common Voice
• Marketing
• Sales
• Communications
Data has no value unless it is turned into analysis
Without Analytics, Data is just a cost center
It’s not about the data, it’s about the insight
QuotesI Hate
Not Zero-Sum
Illuminate the Business Vision
• Enable Strategic Intentions
Of The Enterprise
• Major Initiatives Regarding• Relationships
• COMPANIES: Customer / Prospect
Vendor / Partner
• PEOPLE: Consumer / Employee
Patient / Citizen
• Offerings• Products / Brands / Services
• It’s About THE BUSINESS• AND YOU ARE THE BUSINESS
• Annual Report
• Strategy Statement
• Company Meetings
• Investor Day
Presentations
Let’s
put this
in play!
Scott Taylor
The Data Whisperer
Leverage the 3Vs of Data Storytelling
Vision
Voice
Vocabulary
Attention
Interest
Desire
Commitment
Living Happily Ever After
• Every Enterprise has a Data Story
• Two Types of Data Storytelling• ABOUT Data
• Data Management
• Determining Truth
• WITH Data
• Business Intelligence
• Deriving Meaning
• Data Management Macro-Trend Agnostic
• An Effective Narrative Has Balance
• WHY - Compelling Story
• HOW – Technically Accurate
• It’s A Pitch!• Attention / Interest / Desire / Commitment
• Leverage the 3Vs of Data Storytelling
• Establish an Accessible Vocabulary
• Harmonize to a Common Voice
• Illuminate the Business Vision
Let Me Help You Tell Your Data Story!
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S c o t t Tay l o rT h e D a t a W h i s p e r e r
MDM - Master DataData Management
Telling Your Data Story
Unique Perspective
Business Value of Foundational Data
The Strategic WHY rather than Technical HOW
Data Evangelism As-a-ServiceKeynote Speaker
Brand AmbassadorEvent ChairInterviewer
Strategic AdvisorInfluencerConsultant
Master Data SME
L e t M e H e l p Yo u Te l l Yo u r D a t a S t o r y
Specialized Focus On Enlightening Business Executives To Strategic Value Of Proper Data Management
Stressing business rationale and alignment vs. technical implementation and system integration
Avid business evangelist and original thinker
Videos, Blogs, Articles, Keynote Industry Presentations, Whitepapers and All Forms Of Owned, Earned and Sponsored Marketing Content
• Specialties & Superpowers • Master Data and Data
Management
• Executive Narrative
• Strategic SME
• Sales Training/Enablement
• Thought Leadership
• Monetizing Master Data
• Productizing Taxonomy and Data Management Assets
• Recognized subject matter expert in enterprise data management market
• Expert at strategic market development, built on strong foundation of hardened, visionary, creative sales acumen
• Global experience at the world’s most iconic business data brands clarifying positioning and discovering master data opportunities including
• Dun & Bradstreet
• Nielsen
• WPP/Kantar