Earley Executive Roundtable - Building a Digital Transformation Roadmap

Copyright 2015 Earley Information Science1
Building a Digital Transformation Roadmap
Copyright 2015 Earley Information Science
Seth Earley
Paul Wlodarczyk
Dave Zwicker
Earley Information Science
Click to view the recording of this webinar
http://info.earley.com/roundtable-digital-transformation-roadmap

Todays Agenda
Welcome & Housekeeping
Session duration & questions
Session recording & materials
Take the survey!
Key Issues & Considerations
Dave Zwicker, CMO
Earley Information Science (@davezwicker)
The Panelist Point of View
Seth Earley, CEO,
Earley Information Science (@sethearley)
Paul Wlodarczyk, VP, Client Services
Earley Information Science (@twitcontentguy)
Expert Panel Discussion
Questions & Answers
Join the conversation: #earleyroundtable

Don't miss CMSWire's DX Summit 2015
a new event for marketing and technology
leaders who are defining the next
generation of digital customer experiences.
Visit DXSummit.com for the agenda,
speaking opportunities and registration
information.

Workshop: Assess Your Organization's Digital Maturity and Build the Right
Digital Marketing Roadmap
Todays marketer is faced with an overwhelming number of choices and must
bring together numerous disciplines to best serve the customer and realize
meaningful business impact. This workshop will walk participants through the
various maturity stages in each of these areas and provide a framework for
assessing their organizations. The resulting maturity model will be applied to
identifying areas for investment that offer the greatest return and to developing
a comprehensive enterprise roadmap to guide future digital marketing
initiatives.
Seth Earleys workshop Monday Nov 2

Case Study: Aligning MarTech with the Customer Journey (Ballroom)
Most marketers are familiar with the infographics that show hundreds or
thousands of technologies that can be considered part of the
ecommerce and digital experience ecosystem. These graphical
inventories of vendors and technologies primarily serve to scare and
intimidate business people and overwhelm the IT organization. Walk
through a case study of a manufacturer of motorsports vehicles facing
a technology revamp that impacted every aspect of marketing and
sales.
Seth Earleys session Wednesday Nov 4th

Digital Transformation is About Customer Focus
The realignment of, or new
investment in, technology
and business models to more
effectively engage digital
customers at every
touchpoint in the customer
experience lifecycle.
Altimeter Group
The State of Digital
Transformation

PUTTING IT ALL TOGETHER

Defining your digital vision and strategy
Building an information architecture foundation
Integrating data silos and information systems
Managing change and organizational alignment
Realizing quick wins that show business impact
Key Issues and Considerations

POLL
How would you describe your organizations digital
transformation activities?

Panelist Points of View

Seth Earley - Biography
Seth EarleyCEO and FounderEarley Information Science
Over 20 years experience in data science and technology, content and knowledge management systems, background in sciences (chemistry)
Current work in cognitive computing, knowledge and data management systems, taxonomy, ontology and metadata governance strategies
Co-author of Practical Knowledge Management from IBM Press Editor of Data Analytics Department IEEE IT Professional Magazine Member of Editorial Board Journal of Applied Marketing Analytics Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology
Council Metadata Project Committee
Founder of the Boston Knowledge Management Forum Former adjunct professor at Northeastern University Guest speaker for US Strategic Command briefing on knowledge networks AIIM Master Trainer Information Organization and Access Course Developer & Master Instructor for Enterprise IA and Semantic Search Long history of industry education and research in emerging fields

Why Digital Transformation is an Imperative
Getting Ahead of the Foundational Issues
Understanding Your Digital Maturity
Seth Earley - Point of View

Key Industry Trends
E-business Transformation
Late 90s to early 10s
Removal of paper from processes
Web functionality and front ends
Emergence of web services
Flattening of organizations
Emerging communities and collaboration
Siloes of functionality
Purpose built tools
Digital Transformation
Late 00s to current
Shifting of control to customer
Social media growth and specialization
Cross functional, enterprise view
Omnichannel, personalized, contextualized experience
Emergence of cognitive applications
Value chain disruption through distributed, connected intelligent devices (Internet of things)

Increasing complexity of digital
engagement ecosystem
Marketing driving customer
experience
Faster clock speeds/agile
approaches incurring
significant technological debt
Lack of funding/organizational
attention to enterprise
architecture, governance and
data quality
Key Industry Trends

Digital Transformation Fragmentation
Customer ExperienceDigital CommerceDigital Marketing
Customer SupportMobile Engagement
BI/Analytics

Unified Digital Transformation
Customer Experience
Digital CommerceDigital Marketing Customer Support Mobile Engagement Logistics/ Distribution
Unified Enterprise Digital Strategy, Architecture and Framework

Multiple, sometimes misaligned efforts
Imperatives driven by fear of missing out rather than identified
business need
Many parts of the organization are implementing technologies
with a narrow scope of application and process architectures
Out of control cloud based tools leading to data fragmentation
Lack of clear metrics to monitor ROI and long term progress
Digital Fragmentation

Measuring here
(macro level -
outcomes)
Measuring here
(micro level - effects)
Data Sources
Working here
(product data,
taxonomy, search,
on-boarding
workflow, etc.)
Enterprise Strategy
Business Unit Objectives
Market Share
Time to market Wallet Share
Business ProcessesAttrition programs Customer Satisfaction
CRM Data Hygiene
Attribute Fill Rates
Processes enable
objectives
L I N K
A G
E
New accounts
Revenue Growth
Data supports (and
measures) processes
Objectives align with
strategy
Tracking DT Progress through Multiple Tiers of Metrics
CEO: Show me how web content will increase revenue.
Conversions
Data Scorecards
Process Scorecards
Business Outcome Scorecards
Reference DataConsistency

Organizational habits,
processes, governance,
architecture change slowly
Immature supporting
processes cannot keep pace
with tool capabilities
Large scale technology
programs without executive
understanding of downstream
costs and impact
Currency of Technology vs
Ability to Absorb Change
Need to align roadmap with stages of organizational maturity

Earley Executive Roundtable - Building a Digital Transformation Roadmap

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Transcript of Earley Executive Roundtable - Building a Digital Transformation Roadmap

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