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IS YOUR DIGITAL TRANSFORMATION TRULY TRANSFORMATIVE?
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
November 16, 2016
Twitter: @PhilKemelor
Email: [email protected]
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
Societal transformation evolves over years…
@PhilKemelor
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
Societal transformation evolves over years…
@PhilKemelor
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
Societal transformation evolves over years…
@PhilKemelor
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
Societal transformation evolves over years…
@PhilKemelor
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
@PhilKemelor
But we expect enterprise-wide transformation to happen over quarters…
@PhilKemelor
““
Digital transformation is the profound and accelerating transformation of business activities, processes, competencies and models to fully leverage the changes and opportunities of digital technologies and their impact across society in a strategic and prioritized way. -- i-SCOOP
@PhilKemelor
“
@PhilKemelor
1. Weneedtousedatatoguidedigitalchannelstrategyandtactics.
2. Wepurchasedigitalanalyticsplatformstoprovidedata.
3. WehaveITsetuptheplatformsanddigitalanalystssetupthereporting.
4. Wesendoutlotsofreportsandmakealotofdataavailable…butwedon’tgetalotofuseanditisn’tguidingdecisions.
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
Common digital transformation scenario
@PhilKemelor
Why transformation falls short
• No incentive to change legacy processes
“Always do what you are afraid to do.”-Ralph Waldo Emerson
• Independent and siloed initiatives
“Isolation is the worst possible counselor.”-Miguel de Unamuno
@PhilKemelor
Why transformation falls short
• Lack of accountability and authority
“A body of men holding themselves accountable to nobody ought not to be trusted by anybody.”-Thomas Paine
• Unrealistic expectations
”The greatest dreams are always unrealistic.” -Will Smith
@PhilKemelor
Can we compress the natural course of
transformation into a tighter time frame?
@PhilKemelor
Adoption
Executivesponsorship
Individualperformance
Training
Culture
Sustainable adoption is an ongoing and multi-pronged
strategic initiative
@PhilKemelor
Adoption
Executivesponsorship
Individualperformance
Training
Culture
Culture is the most elusive part of the strategy
From community to culture
• Purpose• Governance
Community• Processes• Learning• Advocacy
Culture
@PhilKemelor
A safe forum for cross-silo dialogue and collaboration
@PhilKemelor
Determination of a mission that is independent of
organizational boundaries
@PhilKemelor
Community develops processes for problem solving and wisdom
sharing
@PhilKemelor
Expanding community influence among peers, management,
stakeholders
@PhilKemelor E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
@PhilKemelor
Communities give freedom to build a company culture based on
a framework
LeadingmutualfundorganizationestablishesA/Btestingcommunity…establishescharter,roles,definesprocessesfortestingpriorities.
Internationalprofessionalservicesfirmcreatesglobalanalyticscommunitytocreatebestpracticesfromregionalsuccessstories.
E"MARKETING+ANALYTICSMAASSMEDIA
Pantone 377 C
Pantone 421 C
@PhilKemelor
Communities give freedom to build a company culture based on a framework
USmediaconglomeratedigitalcenterofexcellenceleadsmonthly”brownbags”featuringoutsideexpertstoshareindustryinsightstolineofbusinessdigitalteams.
USfederalgovernmentagencyanalyticsofficecreatescommunityfocusedonsharedlearningofanalyticssoftwareandstandardizedmetricsacrossenterprise.
UStelcodigitalcommunityprovidescross-functionalsupporttobuildbusinesscasesfornewinitiatives.
Can we compress the natural course of
transformation into a tighter time frame?
Communities provide enterprises with means to
translate governance, processes, and best
practices into meaningful and relevant daily
activities.@PhilKemelor
@PhilKemelor
“ E"MARKETING+ANALYTICSMAASSMEDIA
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PhilKemelor|VP,[email protected]