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How to reach a Data Driven culture

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Presentation about how to reach a data driven culture.

I gave the presentation at the Data Driven Digital Marketing Event 26 September 2016

Veröffentlicht in: Marketing
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How to reach a Data Driven culture

  1. 1. How to reach a Data driven culture? Graydon
  2. 2. 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?’ focuses on 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.
  3. 3. Agenda What do we do? Value FOR the Customer Data driven maturity model Key Take aways How to align Value OF the Customer
  4. 4. Graydon From 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.
  5. 5. 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 – 1960 Local Credit Information agent 1970 – 2005 Score driven Credit Information agent 2010 – 2015 Differentiated data services provider 2016 – 2020’s Information 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
  6. 6. Graydon From 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
  7. 7. Collect & Analyze Generate Insight Act on insight
  8. 8. What do we do? Value FOR the Customer Data driven maturity model Key take aways How to align Value OF the Customer Agenda
  9. 9. So how Data mature are we? Let’s see the Data Maturity Model
  10. 10. Data driven marketing maturity model
  11. 11. What do we do? Value FOR the Customer Data driven maturity model Key Take aways How to align Value OF Customers Agenda
  12. 12. How to align?
  13. 13. Weekly and monthly reporting Unstructured 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)
  14. 14. Strategy driven Star schema A mutual goal: Customer centric entrepreneurship Market HR Finance Product Dev. OperationsIT Service Marketing Sales Customer
  15. 15. 20
  16. 16. Start with data How?
  17. 17. 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)
  18. 18. What do we do? Value FOR the customer Data driven maturity model Key Take aways How to align Value OF Customers Agenda
  19. 19. Value FOR the Customer
  20. 20. Strategy focus 2016 Customer 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:
  21. 21. 27
  22. 22. Use keyword research tools to create and validate your keyword list
  23. 23. 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
  24. 24. Supervisory Board | 10 December 2014 © Graydon | Confidential
  25. 25. What do we do? Value FOR Customers Data driven maturity model Key Take aways How to align Value OF Customers Agenda
  26. 26. Value OF the Customer
  27. 27. Strategy focus 2016 Customer 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:
  28. 28. al
  29. 29. Strategy driven analytics Customer dashboard Google Analytics Marketo CRM on Demand SAP Clicktools & CRMOD
  30. 30. Strategy driven analytics Customer dashboard
  31. 31. What do we do? Value FOR Customers Data driven maturity model Key Take aways How to align Value OF Customers Use strategy maps Agenda
  32. 32. Key take aways
  33. 33. The value chain of insights 24th of June 2016Bart Redder Source/Too l 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
  34. 34. Sustainable hand-over Make 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
  35. 35. 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)
  36. 36. What if you have another question? That is not answered here Contact me /in/mmbeekman /mmbeekman

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