The Changing Nature The Changing Nature of Discourse of Discourse

Among Among Data ProfessionalsData Professionals

John SchleyJohn SchleyPresident, President,

DAMA InternationalDAMA International

Quick QuizQuick Quiz• What do these three cities have in

common?– Chicago– Seattle– Los Angeles

Why do you attend Why do you attend DAMA-MN meetings?DAMA-MN meetings?

Learn new thingsMeet colleaguesCompare DA environmentsShare ideasGet cool vendor toys

Basic Reason for GroupsBasic Reason for Groups

• The basic human experience is belonging and dependence. Affiliation is a prerequisite for most human action.*

* “Social Organizations: Interaction Inside, Outside and Between Organizations”, Goeran Ahrne

Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds**

Physiological (food, shelter…)

Safety (employment, financial…)

Love & Belonging (clubs, work groups, family…)

Status (respect, recognition…)

Self Actualization (reaching one’s fullest potential…)

* “A Theory of Human Motivation”, Abraham Maslow's, 1943.

Discourse Among Data Discourse Among Data Professionals: Current StateProfessionals: Current State

• Current Data Professional Profile• Primary focus on education and

training• Secondary emphasis on peer-to-peer

communication• Delineate and certify knowledge

DAMA Symposium DAMA Symposium 2006 Survey Results2006 Survey Results**

• Over 45 years old

• 20 years of work experience

• 12 years of data management experience

* “The Elusive Species of the Information Age: The Data Management Professional”, by Andres Perez.

Networking Responsible for Networking Responsible for 75% of Training75% of Training**

* “The Elusive Species of the Information Age: The Data Management Professional”, by Andres Perez.

Primary Focus on Education:Primary Focus on Education:Conferences AboundConferences Abound

Wilshire Metadata Conference

DAMA SymposiaTDWI World

Conferences

Data Governance Conferences

Information Management Resource Association Conferences

Chapter DAMA Days

IRM/UK Conferences

ZIFA Seminars

Information Quality Conferences

Others

Primary Focus on Education: Primary Focus on Education:

Talk About Training!Talk About Training!

Master Classes in Data Management

Pre- and Post-Conference Workshops

Marco Master Series

College and University Courses

Modeling Tool Classes

Internal Corporate Training

Vendor Courses

Others

Webinars

Secondary Emphasis:Secondary Emphasis:Peer-to-Peer SharingPeer-to-Peer Sharing

• Discussion Groups– DM Discuss

• 1,000 members, ~10 messages/day

– Information Advisors• Forums on Data Management topics

– …

• Publications– DM Review, TDAN, RWDS…

• Networking at Professional Events

Secondary Emphasis:Secondary Emphasis:Delineating DM KnowledgeDelineating DM Knowledge

• Guidelines to Implementing Data Resource Management

• Data Management Curriculum Framework• Data Management Body of Knowledge

(DMBOK)• Books for students and practitioners

Data Management Data Management CertificationsCertifications

• ICCP Designations– Certified Data Management Professional

(CDMP)• Core exam on IT skills• Data Management Exam• One elective Exam

– Certified Business Information Professional (CBIP)

• Similar to CDMP with BI/DW focus

• Certified Insurance Data Manager (CIDM)– from Insurance Data Management Institute

Current State Conclusion:Current State Conclusion:Listening to the ExpertsListening to the Experts

• Relatively small group of trainers, presenters

• Overlap among conference presenters• Subject matter changes slowly• “Our profession has relied more on gurus

than evidence”*

* “Data Modeling: News from the Ivory Tower”, by Graeme Simsion, The Data Administration Newsletter. January, 2007.

Discourse Among Data Discourse Among Data Professionals: Future StateProfessionals: Future State

• Near-term– Generally similar to today– Groups realign along interest zones– Association space diversifies– Increased focus on peer-to-peer

communication– Global growth– DM Profession matures

SimilaritiesSimilarities• Basic purpose of DM groups remain

unchanged– Affiliation– Security– Status

• Conferences, training, education remain vital for cohesion

DM Groups RealignDM Groups Realign• Geographic proximity gives way to affinity

groups based on:– Subject matter– Functional tasks– Corporate boundaries

• Made possible by technological advancements– Voice-over-internet, video, web conferencing

DM Associations AboundDM Associations Abound

• ABMP Assoc. for Business Mgmt Professionals• AITP Assoc. of Information Technology

Professionals• DAMA Data Mgmt Assoc.• IAIDQ Int’l Assoc. of Information & Data Quality• IIBA Int’l Institute of Business Analysts• IDMA Insurance Data Mgmt Assoc.• MPO Metadata Professional Organization• PMI Project Management Institute• TDWI The Data Warehouse Institute• Others…

Peer-to-Peer Takes OverPeer-to-Peer Takes Over

• Cheaper and faster communication

• Social Networking meets DM

• IM becomes medium of choice

• DM BLOGs gain prominence, respect

DM Grows GloballyDM Grows Globally• Estimate: 400,000 DM Professionals

worldwide today• DM follows mega trends:

– Outsourcing– Globalization

• DAMA: – New chapters in India, South Africa,

Europe– US staying even; no growth

DM Profession MaturesDM Profession Matures• DAMA Foundation—first organization

that exists to research DM• DMBOK will be touchstone of

understanding, best practices• GADMP:

– Generally-Accepted Practices of DM – Compare to GAAP

• Certification morphs into entrance exam, akin to “boards”, “BAR”

Discourse Among Data Discourse Among Data Professionals: Future StateProfessionals: Future State

• Long-term– Networking blooms into Collaboration– Association model breaks down– No clear authority figure– Group intelligence replaces subject

matter experts

Collaboration Replaces Collaboration Replaces NetworkingNetworking11

• Individuals work together outside bounds of corporation– Open Source Code– Wikipedia

• People need to trust each other to achieve a high degree of collaboration

• Corporations open up to collaborative solutions– NetFlix Prize2

– Proctor and Gamble’s Innocentive3

1 “The World Is Flat” by Thomas Friedman, p. 112-117.2 www.netflixprize.com3 www.innocentive.com

Collaborative Work ModelCollaborative Work Model1. Corporation

establishes problem

2. Outside Individuals design (and maybe build) solutions

3. Corporation evaluates solutions, maybe accepts one

The Power of the Network*The Power of the Network*• Social networks evolve into incubators for

creative solutions• Old Model: “One to Many”

– One solves problems for others– Focused on Product

• New Model: “Many to Many”– Everyone involved in identifying problems,

developing solutions– Focuses on Process– Spreads ownership, responsibility

* “The World Is Flat” by Thomas Friedman, p. 112-117.

Association Model Association Model in Declinein Decline**

• “Urge to affiliate” declining for over two decades• Younger generations do not find meaning and

significance in associations• Mobile work force leads to transitory relationships• “Free-agent” mentality replaces loyalty• More appetite for information, less on fellowship

• Conclusion: “We’re witnessing the dismantling and delocalization of communities.”

* “Is the Association Model Broken?”, Journal of Association Leadership, Summer, 2005.

Association Membership Association Membership by Ageby Age**

1926-1945

1965-1975

1946-1964

* “Generations and the Future of Association Participation: Report to The William E. Smith Institute for Association Research”, Arthur C. Brooks, PhD, January, 2006.

Nature of Associations Nature of Associations ChangeChange**

• Internet makes it easier to find/attract prospective members

• For-profit entities have moved into networking space

• Look and feel of non-profit association, but with competitive advantages and faster acting

* “Strategic Review on Association Development: International Trends, Issues and Options” by Terrance A. Barkan. July, 2005.

Crowd Sourcing ArrivesCrowd Sourcing Arrives

• Des Moines Register to “tap the reservoir of knowledge and expertise that exists among its readers”

* Wikipedia, March 6, 2007** “Daily Seeks Sourcerers as Apprentices” by Herb Strentz,

Cityview, December 7, 2006.

• Cityview (alternative weekly): “Crowd sourcing used to be known as news reporting, but if you get carried away with news reporting you have to hire and pay staff.”

“A business model that depends on work being done outside the traditional company…The term was coined by Wired magazine writer Jeff Howe and editor Mark Robinson in June 2006.”*

Example**:

Will the Real DM Expert Will the Real DM Expert Please Stand Up?Please Stand Up?

• So Who is the Expert?– The loudest?– The most distinguished?– The one who posts the most?– The one with the most extreme

viewpoint?– The one who is quoted the most?– The group with the most members?– The author of the most books?

Group IntelligenceGroup Intelligence**

• Decision Markets– All participants have mix of information

and error– Participants speculate on decisions,

outcomes– Better predictor than polls or expert

forecasts– Collective wisdom of group exceeds that

of nearly all individuals

* “The Wisdom of Crowds”, James Surowiecki, pp. 17-22

Results of Bean CountingResults of Bean Counting

Jar # Best Guesses

Group Average

Correct Number

1

2

3

Keys for Group IntelligenceKeys for Group Intelligence**

• Diversity of opinion– Each person should have some information

• Independence– People determine their own opinions

• Decentralization– People specialize

• Aggregation– Mechanism for synthesizing collective decision

* “The Wisdom of Crowds”, James Surowiecki, p 10.

Deliberative DMDeliberative DM**

• Debate not limited to experts• Assumes participants can follow

sophisticated arguments• Allows time for participants to hear

all sides and discuss• Polls taken at beginning and end of

deliberation• Solution emerges from group over

time

* “The Wisdom of Crowds”, James Surowiecki, pp. 259-262.

Collaboration in DMCollaboration in DM

• Steve Hoberman’s Design Challenges

• Karen Lopez’s “Contentious Issues in Data Management”

• Who follows these?• Who contributes?• Could these “go corporate”?

Deliberative DM WorkshopDeliberative DM Workshop

Feedback: How can DAMA Feedback: How can DAMA better support collaboration?better support collaboration?

Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds**

Physiological (food, shelter…)

Safety (employment, financial…)

Love & Belonging (clubs, work groups, family…)

Status (respect, recognition…)

Self Actualization (reaching one’s fullest potential…)

* “A Theory of Human Motivation”, Abraham Maslow's, 1943.

ConclusionsConclusions• Discourse is/will continue to be vital

• Forms of discourse have changed; will continue to change

• Expertise will become democratized, if people stay involved

• “Era of the Guru” coming to a close

• DM Organizations must adapt to survive

Questions and DiscussionQuestions and Discussion

John SchleyJohn Schleyjohn_schley51@msn.comjohn_schley51@msn.com

515.235.9777515.235.9777Principal Financial GroupPrincipal Financial Group

711 High Street711 High StreetDes Moines, Iowa 50391Des Moines, Iowa 50391

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