The Insight Driven Organization

Transcription

1 The Insight Driven Organization Deloitte Best Managed Symposium April 12, 2016

2 Deloitte LLP and affiliated entities An organization which embeds analysis, data and reasoning into all their decision making from the boardroom to the front office. They do not view analytics as a project with a start and end date, they see analytics as a core capability across their organization. Deloitte Best Managed Symposium April 12,

3 Why Become and IDO? Recent Deloitte survey shows C-Suite leaders recognize that analytics is critical to their business... I have more data that I know what to do with; I have no clue how to use the data I have more effectively VP Marketing, Canadian Digital Media Company We have a new SAP ERP system going live in October now I need an analytics strategy on how to use the data to support the business SVP Finance, Canadian CPG We do not have a loyalty program and don t want one. How do we use the enormous online data store we have to become more customer-centric? CEO, Canadian Retailer Deloitte Best Managed Symposium April 12,

4 The Fundamental Building Blocks Becoming an IDO relies on the fundamental building blocks of Strategy, People, Process, Data and Technology STRATEGY TECHNOLOGY PEOPLE DATA PROCESS Deloitte Best Managed Symposium April 12,

5 Creating an Analytics Strategy A well thought out analytics strategy aligns with corporate objectives, create a vision and describe how to achieve this vision. Getting started Vision Value Drivers 1. Start with business issues 2. Create alignment at executive level Innovation Strategy Stakeholder Management 3. Plan your approach in bite-size pieces 4. Scalability breeds success Operating Model Business Case 5. One size does not fit all Deloitte Best Managed Symposium April 12,

6 The new customer centric framework MARKETING PERFORMANCE Business/Marketing Performance Tracking/Measurement BRAND HEALTH Approach to brand tracking of Awareness, Interest, Consideration, Choice and other KPIs BRAND EXPERIENCE CUSTOMER ONGOING CUSTOMER FEEDBACK Customer service tracking/feedback through surveys and other instruments MARKET SENTIMENT Social media tracking OTHER DATA Internal data sources Soft data business intuition BRAND ATTRIBUTES What your brand stands for? Assessing the brand attributes that are important Deloitte Best Managed Symposium April 12,

7 NHL Hockey team Sponsor: CMO/CFO Situation: I was new to the Sens and knew that we needed to rethink how we interact with our fans - we knew that analytics needed to be a core component of our strategy, but we did not know how to start How: They started with the data. We had to really understand all of the fan touch points and the data that was collected. Results: We were able to align the entire organization - the CEO, CMO, CIO and CFO - around being a fan centric organization that is driven by analytics. 6 Deloitte Best Managed Symposium April 12, 2016

8 Finding the right people The ability to derive meaningful insights from data is about acquiring or developing the right talent. Getting started CAO / CDO C-Suite Leadership 1. Find a C-Suite champion 2. Appoint an IDO programme lead 3. Expect a competitive talent market Knowledge Management People Organization Design 4. Prioritize communication skills 5. Analytics requires continuous skill improvement Change Journey Talent Deloitte Best Managed Symposium April 12,

9 Who are the Purple People? The Purpleness" of your analytics eco-system will drive business returns Technical & Analytical Business & Communication Information Data Architect Data Science Information design Software Architect Technology alignment Macro-perspective Business knowledge Political Navigator Design Thinker Deloitte Best Managed Symposium April 12,

10 Boardroom of the future Data, analytics and digital expertise make their debuts at the boardroom table. Chief Financial Officer Chief Executive Officer Chief Risk Officer Chief Operating Officer Chief HR Officer Chief Marketing Officer Chief Informatio n Officer Chief Data Officer Chief Digital Officer Chief Analytics Officer Deloitte Best Managed Symposium April 12,

11 Organizing for Success: Creating an Analytics Culture Situation: Executive leadership saw the opportunity to use analytics more effectively within organization. The CIO was charged with making this happen The IDO framework provided the necessary roadmap. Key Questions: 1. What purpose and vision do we align to? 2. What type of people & skills do we need? 3. How do we organize ourselves? 4. What are the operational rules to follow? And how do we ensure that everyone (within and outside of the team) follows the rules? 5. How do we ensure a sustainable innovation culture? Results: A 90 day project was initiated to build a new Team Charter to guide the new entity. It included: Team structure and skills gap assessment; Operating model; Communication proctocols within the team and with customers; Stakeholder management; and performance measurement system. 10 Deloitte Best Managed Symposium April 12, 2016

12 Embedding an insight process Build a scalable and repeatable insight process with a strong governance framework for industrializing analytics to improve decision-making. Getting started Decision Process Enterprise Science Agility / Scalability Process Demand Management Governance Enterprise Process Re-engineering 1. Align governance structure to business goals 2. Decide which services are in scope 3. Define and measure success metrics early on 4. Build a code library to leverage for models, algorithms, tools 5. Track adoption of insights by the business Deloitte Best Managed Symposium April 12,

13 Approach / Focus Becoming an Insight Driven Organization Instilling an Enterprise Science approach Build an a repeatable and scalable process an Enterprise Science process that will enable you to deliver insights to the business. Data Discovery Building Analytic Data Set (ADS) Driving Insights Visualization and Validation of Analysis Final Results, Delivery and Next Steps Getting the data ready. Translate into stories Make decisions that matter Deloitte Best Managed Symposium April 12,

14 Heart and Stroke Sponsor: CMO Situation: We need help in understanding why our lotteries are not selling out. This isn t about selling widgets, this is about saving lives. For every dollar we make it goes to research. The work that we do is important How: Using 10 years of transaction history, we found that today s lottery buyer is very different that the buyer from 5 years ago, but yet were being treated the same from a marketing standpoint. Results: The most recent lottery sold out before the early bird deadline and it was the most profitable lottery in the last 5 years. That money will be used by research to save lives. 13 Deloitte Best Managed Symposium April 12, 2016

15 Treating Data as an Asset Its critical to treat your data as an asset - build a holistic approach to ensuring data sources, structure, rigour and quality are assured to create trusted insights Getting started Information Model Data Sources 1. Data is everywhere get inspired! 2. Treat data as an asset Regulation & Compliance Data Data Quality 3. Create trust around data - one source of truth 4. Strong data governance is a necessity Ethics & Sharing Privacy & Security 5. Cyber security should be high on your agenda Deloitte Best Managed Symposium April 12,

16 Data is everywhere; New sources are being tapped everyday to build innovative solutions Deloitte Best Managed Symposium April 12,

17 Transportation: Revenue Management Client Sponsor: VP Customer Experience and Pricing Situation: Pricing is critical for us to manage our operating budget and keep the vessels full and running. But with so many external factors that influence demand, we cannot relay on just one source of data. How: Integrated internal and external data sources to build full macro-econometric price-volume forecasting solution to improve pricing intelligence. Results: Using web-based pricing/forecasting tool, enabled client to automate the building of annual and 5- year planning budgets Deloitte Best Managed Symposium April 12, 2016

18 Enabling IDO through Technology Bring together the right solutions and components to create a robust (scalable, flexible) analytics platform via a transparent, integrated framework. Getting started Sandbox & Innovation Reference Architecture 1. Leverage what you ve got 2. Create sandboxes to experiment in Reliability & Continuity Delivery Model Technology Vendor Landscape Value Proposition 3. Collect data with a digital end goal in mind 4. Be creative in providing alternative solutions use the cloud to supplement Deloitte Best Managed Symposium April 12,

19 Improving Promotion Returns Client Sponsor: CEO Situation: $150M to fund promotions showed low ROI Solution: Build a measurement framework and capability to enable the merchandizing team to optimize on promotional spend. Roadmap to a managed solution Phase I: Proof of Concept Phase II: Forecasting Pilot Phase III: Managed Solution Results: Estimated $6M annual savings Automated forecasting increased team efficiency. Weekly promotion forecasts enable more profitable pricing Deloitte Best Managed Symposium April 12,

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