DAS Slides: Building a Data Strategy — Practical Steps for Aligning with Business Goals

1. Copyright Global Data Strategy, Ltd. 2021 Building a Data Strategy – Practical Steps for Aligning with Business Goals Donna Burbank Global Data Strategy, Ltd. February 25th, 2021 Follow on Twitter @donnaburbank Twitter Event hashtag: #DAStrategies

3. © 2020 QlikTech International AB. All rights reserved. 2 Evolving Requirements CLOUD APPLICATION DEVELOPMENT DATA WAREHOUSE MODERNIZATION NEXT GENERATION ANALYTICS Drivers Legacy app modernization; faster development; higher scalability with lower cost Reduce cost and complexity of legacy EDW; greater agility to meet diverse business needs Analyze broader set of data; AI/ML and IoT analytics; real-time analytic apps (e.g. fraud) Requirements Real-time data replication from on-prem systems Replace manual ETL scripting with automation Analytic-ready data structures which are catalogued for easy consumption

4. © 2020 QlikTech International AB. All rights reserved. 3 Evolving Data Architectures DATA LAKE Data Sources Queries / ML / Analytics Data Lakehouse Data Sources DATA LAKE Queries / ML / Analytics Data Warehouse Data Sources Queries / Analytics Data Warehouse DATA LAKE Data Sources Queries / ML / Analytics Data Lakehouse Evolving Data Architectures

5. © 2020 QlikTech International AB. All rights reserved. 4 Data Warehouse Automation Streaming Data Pipeline Automation Design, Manage & Monitor Modernize and Automate Data Integration CDC Streaming Azure Synapse Amazon Redshift Managed Data Lake Creation Generate Change Data Streams Deliver To Clouds, Lakes… Refine & Merge For Analytics, AI/ML, Data Science… AI/ML Analytics Data Science Model Commit Conform Consume Catalog Shop, Prepare & Provision Catalog Shop, Prepare & Provision RDBMS Data Warehouse Files Mainframe SAAS APPS SAP Amazon RDS Azure SQL DB Google Cloud SQL

6. © 2020 QlikTech International AB. All rights reserved. 5 Data Warehouse Automation Streaming Data Pipeline Automation Design, Manage & Monitor Modernize and Automate Data Integration CDC Streaming Azure SQL DW Amazon Redshift Managed Data Lake Creation Generate Change Data Streams Deliver To Clouds, Lakes… Refine & Merge For Analytics, AI/ML, Data Science… AI/ML Analytics Data Science Model Commit Conform Consume Catalog Shop, Prepare & Provision Catalog Shop, Prepare & Provision RDBMS Data Warehouse Files Mainframe SAAS APPS SAP Amazon RDS Azure SQL DB Google Cloud SQL Real-Time Automate Govern Provision Universal

9. Copyright Global Data Strategy, Ltd. 2021 Building a Data Strategy – Practical Steps for Aligning with Business Goals Donna Burbank Global Data Strategy, Ltd. February 25th, 2021 Follow on Twitter @donnaburbank Twitter Event hashtag: #DAStrategies

10. Global Data Strategy, Ltd. 2021 Donna Burbank 2 Donna is a recognised industry expert in information management with over 20 years of experience in data strategy, information management, data modeling, metadata management, and enterprise architecture. Her background is multi-faceted across consulting, product development, product management, brand strategy, marketing, and business leadership. She is currently the Managing Director at Global Data Strategy, Ltd., an international information management consulting company that specializes in the alignment of business drivers with data-centric technology. In past roles, she has served in key brand strategy and product management roles at CA Technologies and Embarcadero Technologies for several of the leading data management products in the market. As an active contributor to the data management community, she is a long time DAMA International member, Past President and Advisor to the DAMA Rocky Mountain chapter, and was awarded the Excellence in Data Management Award from DAMA International. She has worked with dozens of Fortune 500 companies worldwide in the Americas, Europe, Asia, and Africa and speaks regularly at industry conferences. She has co-authored several books and is a regular contributor to industry publications. She can be reached at donna.burbank@globaldatastrategy.com Donna is based in Boulder, Colorado, USA. Follow on Twitter @donnaburbank @GlobalDataStrat Twitter Event hashtag: #DAStrategies

11. Global Data Strategy, Ltd. 2021 DATAVERSITY Data Architecture Strategies • January Emerging Trends in Data Architecture – What’s the Next Big Thing? • February Building a Data Strategy - Practical Steps for Aligning with Business Goals • March Data Modeling Case Study – Business Data Modeling at Kiewit • April Master Data Management – Aligning Data, Process, and Governance • May Data Architecture, Solution Architecture, Platform Architecture – What’s the Difference? • June Enterprise Architecture vs. Data Architecture • July Best Practices in Metadata Management • August Data Quality Best Practices (with guest Nigel Turner) • September Data Modeling Techniques • October Data Governance: Aligning Technical & Business Approaches • December Data Architecture for Digital Transformation 3 This Year’s Lineup

12. Global Data Strategy, Ltd. 2021 What We’ll Cover Today • Developing a Data Strategy for your organization can seem like a daunting task. • The opportunity in getting it right can be significant, however, as data drives many of the key initiatives in today’s marketplace from digital transformation, to marketing, to customer centricity, population health, and more. • This webinar will help de-mystify data strategy and data architecture and will provide concrete, practical ways to get started. 4

13. Global Data Strategy, Ltd. 2021 The Rise of the Data-Driven Business Data, more than ever, is seen as a key business asset and strategic differentiator. 5

14. Global Data Strategy, Ltd. 2021 Business and Technical/Data Roles are Merging 6 As Data & Digital Transformation grow, there is a blurring between business and tech roles

15. Global Data Strategy, Ltd. 2021 The Role of the Data Professional in the Data-Driven Business • In the current environment of data-driven business, Data Professionals have an opportunity to have a “seat at the table” • Finding new opportunities to leverage data for business benefit • Creating efficiencies & business process optimization • Integrating data from disparate sources for new business insights • Supporting organizational change 7

16. Global Data Strategy, Ltd. 2021 What is a Data Strategy? 8 Strategy: 1. the art of devising or employing plans or stratagems toward a goal 2. an adaptation or complex of adaptations (as of behavior, metabolism, or structure) that serves or appears to serve an important function in achieving evolutionary success 3. the science and art of military command exercised to meet the enemy in combat under advantageous conditions Strategy vs. Management - Source Merriam Webster Management: 1. judicious use of means to accomplish an end 2. the act or art of managing : the conducting or supervising of something (such as a business) - Source Merriam Webster

17. Global Data Strategy, Ltd. 2021 Data-Driven Business Data-Driven Business is an impetus for data management • 70% of respondents feel that their organization sees data as a strategic asset*. • 68% are looking to save costs and increase efficiency • 64% see digital transformation as a key driver for data management (increase of 11% from 2019) 9 Data Management is the foundation of the Data-Driven Business * based on research from a 2019 DATAVERSITY survey on “Trends in Data Management” by Donna Burbank and Michelle McKnight ** based on research from a 2020 DATAVERSITY survey on “Trends in Data Management” by Donna Burbank and Michelle McKnight

18. Global Data Strategy, Ltd. 2021 Business Optimization vs. Business Transformation 10 Digital Transformation is transforming business Business Optimization Becoming a Data-Driven Company • Improving Efficiency • Reduce Redundancy • Eliminate Manual Effort • Growing Revenue • Improved Marketing Campaigns • Data-driven Product Development • Etc. Business Transformation Becoming a Data Company • New Business Models • Data is the product • Monetization of information • Digital Transformation • New Business Models • Data is the Business • Etc. How do we do what we do better? How do we do something different?

19. Global Data Strategy, Ltd. 2021 Business & Data Strategy – the Interdependency 11 Data Strategy Informs & Guides Informs & Guides Business Strategy

20. Global Data Strategy, Ltd. 2021 A Successful Data Strategy links Business Goals with Technology Solutions Level 1 “Top-Down” alignment with business priorities Level 5 “Bottom-Up” management & inventory of data sources Level 2 Managing the people, process, policies & culture around data Level 4 Coordinating & integrating disparate data sources Level 3 Leveraging data for strategic advantage Data Strategy Relies on a Solid Data Architecture

21. Global Data Strategy, Ltd. 2021 Current State Assessment Business Goals & Strategy Implementation Roadmap Proposed Future State A Structured Approach to Data Strategy Communication & Evangelism Business Motivation & Drivers Actionable Roadmap with “Quick Wins” Aligning Strategic Data Initiatives KPIs and Metrics Organizational Structure & Governance Framework Architecture & Technology Recommendations Technology Landscape Overview Roles, Skills & Responsibilities Processes & Procedures Data Management Maturity Assessment www.globaldatastrategy.com

22. Global Data Strategy, Ltd. 2021 “Offense” vs. “Defense” • Focused on Creating Opportunity • Improving Profitability • Increasing Revenue • Improving Customer Satisfaction • Competitive Advantage 14 Which style of data strategy fits your organization? Offense Defense • Focused on Reducing Risk • Compliance & Regulation • Avoiding Audits or Fines • Fraud Detection • Security & Privacy On which end of the spectrum is your organization?

23. Global Data Strategy, Ltd. 2021 Making the Business Case 15 While Business Cases and ROI Calculations can be complex, they generally fall into 4 categories: • Wasted Labor costs due to manual efforts (Data cleansing, manual integration, etc.) • Inefficient business processes for data management (Product Master Data process) • Data quality cost avoidance (Wasted mailings sent to wrong address) Decreasing Costs • Price Optimization through Analytics • Improved Marketing Campaigns through Quality Customer Data • Data-Driven Recommendation Engines to enhance the sales cycle. • Better Grant writing through data-driven needs analysis • Industry regulations (GDPR, HIPAA, BCBS 239, Spice, HIPAA, etc.) • Product Traceability (Food lineage from farm/catch) • Litigation due to Data Breach • Health and Safety Audit • Customer Satisfaction • Brand Trust • Social Media Voice of Consumer • Loyalty & ‘Stickiness’ Increasing Revenue Reducing Risk Protecting Reputation

24. Global Data Strategy, Ltd. 2021 Making the Business Case 16 Donna Burbank 101 Main ST Boulder, CO 80302 Credit Co 101 Wall ST New York, NY Monthly Balance, $1,9871 Due Date: 07/09/2020 Limited Time Offer! Enroll Now! ▪ Autopay complete ▪ We’ve increased your credit limit based on recent purchase history….

25. Global Data Strategy, Ltd. 2021 Making the Business Case 17 Donna Burbank 101 Main ST Boulder, CO 80302 Credit Co 101 Wall ST New York, NY Monthly Balance, $1,9871 Due Date: 07/09/2020 Limited Time Offer! Enroll Now! Wasted mailing costs ▪ Autopay complete ▪ We’ve increased your credit limit based on recent purchase history…. Data-driven Digital Transformation … powered by master data Lost revenue opportunity from campaign Loss of Brand Trust Resolved with

26. Global Data Strategy, Ltd. 2021 The Importance of KPIs • Most businesses set strategic goals they desire to achieve, and measure these goals against Key Performance Indicators (KPIs). • These KPIs provide a concrete, objective way to measure progress towards these goals 18 “You Can’t Manage What You Can’t Measure” • We need to do the same with data assets. • % Complete • % Accuracy • Timeliness • ROI • Cost Savings • Organizations typically have a number of KPIs to manage financial assets. • Revenue Projections • Budget Goals & Limits • Expense Ratio, etc.

27. Global Data Strategy, Ltd. 2021 Measuring Data Improvements • Data Quality KPIs & Measures can be aligned with concrete business drivers • Helps prioritize efforts • Basis for showing benefits and results • For example, if we ensure that email address are 100% complete and 90% accurate, our marketing campaign effectiveness can increase by 20%. 19 Aligning Data Quality Metrics with Business Improvements KPI Current Target Status Business Benefits Type Number of duplicate customer records 2,000,000 1,000 • Correct # of customers for sales estimations • Better single view of customer for integrated social media campaign • Reduce cost of physical mailing by $20K • Cost savings • Brand Reputation • Marketing Innovation Incorrect Salutation (Mr, Ms, Dr. etc.) 5,000 1,000 •Customer satisfaction & Brand reputation harmed by incorrect salutation. •Targeted marketing campaigns by gender. • Brand Reputation • Campaign Effectiveness Incorrect address/location 10,000 500 • Lower return rate on physical mailings • Better targeted marketing by region. • Cost Savings • Campaign Effectiveness Missing Sales Rep Assigned 500 100 • Ability for Sales to execute on customer leads • Revenue growth • Sales Effectiveness Business Driver: Improving Customer Data for Marketing Launch Campaign

28. Global Data Strategy, Ltd. 2021 Improvements to Core Business • It’s often beneficial to turn your “back of the envelope” calculations into a formal financial projection. • Benefits • One time: sale of a data set, research grant, etc. • Recurring: staff productivity, ongoing revenue, reduction in ongoing costs, etc. • Costs: • One time: software or hardware purchase, initial training costs, etc. • Recurring: software subscription or maintenance, staff salary, etc. • Consider Capital Expenditure (Capex) vs. Operational Expenditure (Opex) • Cloud subscriptions can generally be considered Opex. • Speak with Finance to see what is beneficial to them – they often have unique priorities per industry. 20 Making the Business Case Part of your job is Finance!

29. Global Data Strategy, Ltd. 2021 Developers Managers Enterprise Data Management Part of a Data Strategy is Defining Fit for Purpose Solutions Operational Data Reporting & Analytics Master & Reference Data Metadata CRM Customer X orders Product Y at 2pm on Oct 24, 2017 Sales CRM ERP Customer Care IoT Customer X calls Support at 1pm on Nov 1, 2017 Inventory consists of x number of Product X components on Oct 24, 2017 Supply Chain Customer turns on foot warmer at 11pm on Oct 30, 2017 Product Team Customer CRM & other systems DW What were total sales for Product X in 2016 by region? Lake Operational Reporting Enterprise Historical Reporting Analytics & Discovery What variables most influence customer repeat purchases? Limited Personal Use Limited ad hoc analysis for small data sets. Not recommended for enterprise data management. UCM UPM “Golden Record” for Customer, Product, etc. Mary Smith lives on 101 Main ST, Detroit, MI and has been a customer since 2011 Product 720 has a product code of SS720 & a suggested retail price of $11,000 USD. Business & Technical Context & Descriptions ELT How many support calls are currently open? Analytics Team Managers Reference Data Hierarchies The Sales management reporting hierarchy is structured as follows. Valid Return Codes are “X, Y, & Z” State Codes include MA, MD MI … Applications DW Etc DW Etc DW Etc Business Glossary How is Total Sales calculated? What is a Qualified Lead? Business Users Data Models How do we uniquely identify a customer? Can a customer have more than 1 email? Data Dictionary What is this DW table used for? The standard length for customer ID is CHAR(12) Developers Data Lineage How was this field calculated? What will break downstream if I make a change? Developers Developers Business Users Access

30. Global Data Strategy, Ltd. 2021 Current Platform Adoption • While a wide range of technologies are in use, relational data stores make up the majority of usage. • Relational on-premise database: 75% • Spreadsheets: 71% • Packaged applications: 59% • Relational cloud-based database: 51% • Most organizations are using a multi-platform approach for a “fit for purpose” paradigm. • It’s “both and”, not “either or” 22 Organizations are using multiple tools for a “fit for purpose” approach with Relational Databases leading the use cases.

31. Global Data Strategy, Ltd. 2021 Future Platform Adoption • Future Trends point to continued focus on relational databases, with usage shifting to the Cloud • Top Initiatives planned in 1-2 years include: • Relational cloud-based databases: 54% • Relational on-premise databases: 47% • Packaged applications (e.g., ERP, CRM, etc.): 42% • Spreadsheets: 35% • And Spreadsheets continue to be a “data platform”…sigh… 23 Future plans still feature relational databases, with a higher focus on Cloud Adoption, and a wider mix of technologies.

32. Global Data Strategy, Ltd. 2021 Setting Priorities: Priority Grid High Benefits – Low Difficulty PRIORITY 1 Low Benefits – High Difficulty PRIORITY 4 High Benefits – High Difficulty PRIORITY 2 Low Benefits – Low Difficulty PRIORITY 3 LEVEL OF DIFFICULTY BENEFITS 24 • Priorities based on Benefits vs. Level of Difficulty can often be easily determined via a workshop activity using a Priority Grid.

33. Global Data Strategy, Ltd. 2021 Mapping Organizational Capability • Organizational Capability, Organizational Structure, and Roles are key to any Data Strategy 25 Aligning to Organizational Capabilities e.g. From Plan to Production to Sales & Distribution Designing Org Structures for Data-Centric Efforts e.g. Aligning Data Governance to Individual Culture Part of your job is Organizational Change!

34. Global Data Strategy, Ltd. 2021 Evangelism & Outreach • Key to long-term success is continued evangelism & outreach • Communicate, communicate, communicate! • Training & education • Newsletters • Webinars • “Branding” & Collateral • 1:1 Briefings • “Lunch & Learns” • Conference presentations • Service Catalogues • Etc. Part of your job is Marketing!

35. Global Data Strategy, Ltd. 2021 Find Advocates Across the Organization • It’s key to find champions for your data strategy effort across the business • Both “business” and “IT” • From Senior level executives as champions to Field staff as supporters • In making the case for funding or buy-in, it’s helpful to have someone else tell your story • Can marketing advocate the case for change to improve campaigns • … Or sales discuss the potential increases in revenue • …. Or Engineering point out the increases in efficiency and quality 27 While we may want to take the “credit” for the data strategy, it is often most successful when other people have embraced it as their own.

36. Global Data Strategy, Ltd. 2021 Defining an Actionable Roadmap • Show quick-wins, while building to a longer-term goal • Balance Business Priorities with Data Management Maturity • Focus on projects that benefit multiple stakeholders • Mix core architecture with “new shiny things” Maximize the Benefit to the Organization Initiatives H1 ‘21 H2 ‘21 H2 '18 H2 '18 Strategy Development Governance Lineage for Privacy Rules Business Glossary - Customer Data focus Data Warehouse Customer Analytics Pilot – Social Media integration Open Data Publication IoT Integration Ongoing Communication & Collaboration Customer Product Location Integrated Customer View Marketing Sales Customer Support Executive Team Key Stakeholders

37. Global Data Strategy, Ltd. 2021 Building Blocks to an Effective Roadmap 29 Why? Who? How? What? When? • What are the key business drivers? • Think both “Offense” & “Defense” • What business benefit will be achieved? • Who are the key stakeholders who will benefit? • Who are the Data Stewards who can be “discovered” in the organization? • Who might be your Executive Champions? • How will Data be Integrated and Stored? • How will you organize the Data Governance team(s)? • Will Governance be Hierarchical, Federated? Collaborative or Standards-Driven? • What data needs to be prioritized? • Is this structured or unstructured? • Real-time or batch? • In which platforms or systems? • When will you roll this out? • What is the timing and cadence or actions and deliverables? • Are there other key initiatives it’s important to align with?

38. Global Data Strategy, Ltd. 2021 Summary 30 • Aligning Data Strategy & Data Architecture with business drivers & goals is key to success • The blurring of “Data” and “Business” will continue • Adapt your data architecture for both innovative & legacy technologies • Design core KPIs and metrics to track business value & success • Organizational Change is as important as technical change • Develop a practical roadmap that balances “quick wins” with long-term foundational architecture

39. Global Data Strategy, Ltd. 2021 About Global Data Strategy, Ltd • Global Data Strategy is an international information management consulting company that specializes in the alignment of business drivers with data-centric technology. • Our passion is data, and helping organizations enrich their business opportunities through data and information. • Our core values center around providing solutions that are: • Business-Driven: We put the needs of your business first, before we look at any technology solution. • Clear & Relevant: We provide clear explanations using real-world examples. • Customized & Right-Sized: Our implementations are based on the unique needs of your organization’s size, corporate culture, and geography. • High Quality & Technically Precise: We pride ourselves in excellence of execution, with years of technical expertise in the industry. 31 Data-Driven Business Transformation Business Strategy Aligned With Data Strategy Visit www.globaldatastrategy.com for more information

40. Global Data Strategy, Ltd. 2021 White Paper: Trends in Data Management • Download from www.globaldatastrategy.com • Under ‘Whitepapers’ • Also available on Dataversity.net 32 Free Download

41. Global Data Strategy, Ltd. 2021 DATAVERSITY Data Architecture Strategies • January Emerging Trends in Data Architecture – What’s the Next Big Thing? • February Building a Data Strategy - Practical Steps for Aligning with Business Goals • March Data Modeling Case Study – Business Data Modeling at Kiewit • April Master Data Management – Aligning Data, Process, and Governance • May Data Architecture, Solution Architecture, Platform Architecture – What’s the Difference? • June Enterprise Architecture vs. Data Architecture • July Best Practices in Metadata Management • August Data Quality Best Practices (with guest Nigel Turner) • September Data Modeling Techniques • October Data Governance: Aligning Technical & Business Approaches • December Data Architecture for Digital Transformation 33 This Year’s Lineup

42. Global Data Strategy, Ltd. 2021 www.globaldatastrategy.com Questions? Thoughts? Ideas? 34