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The Evolving Role of the Data Architect – What Does It Mean for Your Career?

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If you’re a data architect, you’ve heard it all—from ‘data management is the sexiest job of the 21st century’ to ‘data management is dead’. The truth almost certainly lies somewhere in the middle of the extremes, but how can you make sense of the true future of the data architect’s role in the rapidly-changing data landscape? The Data Architect holds a unique position as the translator between business value and technical implementation.

Join this webinar to learn how you can take advantage of the uniqueness of this role to catapult your career to the next level.

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The Evolving Role of the Data Architect – What Does It Mean for Your Career?

  1. 1. The Evolving Role of the Data Architect - What Does It Mean for Your Career Donna Burbank Global Data Strategy Ltd. Lessons in Data Modeling DATAVERSITY Series April 27th, 2017
  2. 2. Global Data Strategy, Ltd. 2017 Donna Burbank 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 specialises 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 and is the Past President & Advisor to the DAMA Rocky Mountain chapter. She was also on the review committee for the Object Management Group’s Information Management Metamodel (IMM) and a member of the OMG’s Finalization Taskforce for the Business Process Modeling Notation (BPMN). 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 two books: Data Modeling for the Business and Data Modeling Made Simple with ERwin Data Modeler and is a regular contributor to industry publications. She can be reached at donna.burbank@globaldatastrategy.com Donna is based in Boulder, Colorado, USA. 2 Follow on Twitter @donnaburbank Today’s hashtag: #LessonsDM
  3. 3. Global Data Strategy, Ltd. 2017 Lessons in Data Modeling Series • January 26th How Data Modeling Fits Into an Overall Enterprise Architecture • February 23rd Data Modeling and Business Intelligence • March Conceptual Data Modeling – How to Get the Attention of Business Users • April The Evolving Role of the Data Architect – What does it mean for your Career? • May Data Modeling & Metadata Management • June Self-Service Data Analysis, Data Wrangling, Data Munging, and Data Modeling • July Data Modeling & Metadata for Graph Databases • August Data Modeling & Data Integration • September Data Modeling & MDM • October Agile & Data Modeling – How Can They Work Together? • December Data Modeling, Data Quality & Data Governance 3 This Year’s Line Up
  4. 4. Global Data Strategy, Ltd. 2017 The Rise of the Data-Driven Business Data, more than ever, is seen as a key business asset and strategic differentiator. 4
  5. 5. Global Data Strategy, Ltd. 2017 The Rise of the Data-Driven Business Data, more than ever, is seen as a key business asset and strategic differentiator. 5
  6. 6. Global Data Strategy, Ltd. 2017 Data-Driven Business • In the current environment of data-driven business, Data Professionals have an opportunity to have a “seat at the table” • Business Optimization: Becoming a Data Driven Company - Making the Business More Efficient • Better Marketing Campaigns • Higher quality customer data, 360 view of customer, competitive info, etc. • Better Products • Data-Driven product development, Customer usage monitoring, etc. • Better Customer Support • Linking customer data with support logs, network outages, etc. • Transformative: Becoming a Data Company - Changing the Business Model via Data – data becomes the product • Monetization of Information: examples across multiple industries including: • Telecom: location information, usage & search data, etc. • Retail: Click-stream data, purchasing patterns • Social Media: social & family connections, purchasing trends & recommendations, etc. • Energy: Sensor data, consumer usage patterns, smart metering, etc. 6
  7. 7. Global Data Strategy, Ltd. 2017 How can we Transform our Business through Data? Business Optimization Becoming a Data-Driven Company • Making the Business More Efficient • Better Marketing Campaigns • Higher quality customer data, 360 view of customer, competitive info, etc. • Better Products • Data-Driven product development, Customer usage monitoring, etc. • Better Customer Support • Linking customer data with support logs, network outages, etc. • Lower Costs • More efficient supply chain • Reduced redundancies & manual effort 7 Business Transformation Becoming a Data Company • Changing the Business Model via Data – data becomes the product • Monetization of Information: examples across multiple industries including: • Telecom: location information, usage & search data, etc. • Retail: Click-stream data, purchasing patterns • Social Media: social & family connections, purchasing trends & recommendations, etc. • Energy: Sensor data, consumer usage patterns, smart metering, etc. How do we do what we do better? How do we do something different?
  8. 8. Global Data Strategy, Ltd. 2017 Data Architects Play a Unique Role 8 Technology Business Janus
  9. 9. Global Data Strategy, Ltd. 2017 Data Architects Play a Unique Role 9 Janus Core Architectural Principles New Technology Innovation & Opportunity
  10. 10. Global Data Strategy, Ltd. 2017 Business Executive • Results-Oriented • Optimistic – Identifies opportunities • “I’m busy.” • “What’s the business opportunity?” Data Architect • Focused on architecture, data, technology • Often seen as finding problems, not solutions • “Let me tell you about my data model!” Data Advisor • Focused on solutions, business, information • Highlights issues & opportunities around data • “Less me show you how data can help your business!” The world is going to end if your model is not in 3rd normal form!! If you link your Customer data with your Product usage stats, we can increase sales. What’s in it for me? Be More “Data Advisor” and Less “Data Architect”
  11. 11. Global Data Strategy, Ltd. 2017 We Do It, Too – We Care about Results, not Details! 11 Do we really care about the details of other people’s jobs? We recently switched to accrual- based accounting from cash-based accounting to optimize… I just want my paycheck. Accountant Data Architect
  12. 12. Global Data Strategy, Ltd. 2017 Tell a Story • Humans have evolved over time as storytellers • We can’t even sleep without dreaming in stories. • No one cares about your data model… • … but they do care about the RESULTS of your data model • … relate the model to a real world impact or scenario..i.e. “story” 12 What impact does the data model have on the business? Humans are Storytellers. From Data Modeling for the Business by Hoberman, Burbank, Bradley, Technics Publications, 2009
  13. 13. Global Data Strategy, Ltd. 2017 13 Customer Prospect Salesperson Is Father Of Is Evaluating Sells Household Product Buys Buys Customer Support Rep Supports Sells To Is Trained On Client A Data Model Describes a Business • When working with a business audience, the importance of a data model is in communication. • Use creative ways to show models to a business audience. • The data model should tell the “story” of the business. Be Creative in your Data Model Presentation
  14. 14. Global Data Strategy, Ltd. 2017 The “Elevator Pitch” 14 How Would you Describe Your Project to the CEO in 2 minutes? VS. I’m working on a project to rationalize metadata across data sources to ensure consistency… Zzzzzzzz… I’m working on a project to get a more complete view of customers for the big online marketing campaign… Interesting!
  15. 15. Global Data Strategy, Ltd. 2017 Data Architecture is at the Center of the Hot Technologies & Trends Regardless of the technology or trend, there is value in an individual who can understand technology & communicate it effectively. 15 Data Architecture Data-Driven Business Data Strategy Data Analytics & BI Data Governance …and More…the list keeps growing… Master Data Management
  16. 16. Global Data Strategy, Ltd. 2017 A Data Framework for Data-Driven Business 16 A Successful Data Strategy links Business Goals with Technology Solutions “Top-Down” alignment with business priorities “Bottom-Up” management & inventory of data sources Managing the people, process, policies & culture around data Coordinating & integrating disparate data sources Leveraging & managing data for strategic advantage
  17. 17. Global Data Strategy, Ltd. 2017 Data Architecture Supports an Enterprise Data Strategy 17 From Top-Down to Bottom-Up Conceptual Data Model Physical Data Model Data Lineage Impact Analysis Metadata Management Data Standards Etc. Data Modeling Ecosystem
  18. 18. Global Data Strategy, Ltd. 2017 Consumer Energy Company’s Business Transformation • For the consumer energy sector Big Data and Smart Meters are transforming the ways of doing business and interacting with customers. • Moving away from traditional data use cases of metering & billing. • Smart meters allow customers to be in control of their energy usage. • Control over energy usage with connected systems • Custom Energy Reports & Usage • Smart Billing based on usage times • As energy usage declines, data is becoming the true business asset for this energy company. • Monetization of non-personal data is a future consideration. • Architecture required to integrate Big Data Opportunity with Traditional Data Sources – both are important • Business-critical data elements identified and definitions created • Data Architecture helped define which data to move to Big Data Platform & which to keep in on-premises relational systems • Data Governance Program analyzing data in relation to business processes & roles • New Data Quality Tools in place for operational and data warehouse data Business Transformation via Data
  19. 19. Global Data Strategy, Ltd. 2017 Data Modeling for Master Data Management • Master Data Management strives to create a “single version of the truth” for key business data: customer, product, etc. • A data architecture is critical to understand the impact & scope for both technical and business data stakeholders & sources • Data sources, their structure & usage • Common business definitions • Architecture for target MDM hub/system • Data lineage between defined “version of the truth” and real-world implementations • Data Architecture often ties into a broader enterprise architecture • What business processes are using this data? • What core capabilities does this data support? • Etc.
  20. 20. Global Data Strategy, Ltd. 2017 Data Architecture is Key to Enterprise Architecture • Enterprise Architecture provides a high-level view of the people, processes, applications, and data of an organization • Putting data in business context • How does data link to the rest of my organization? • If I change data, what business processes are affected?
  21. 21. Global Data Strategy, Ltd. 2017 BI is Only as Good as the Underlying Architecture & Definitions 21 • Modern tools make it easy to create visual reports & graphs from data, but without business context, or “metadata”, these reports are of little value. • Many BI professionals, data scientists, analysts, etc. are frustrated by the lack of easily reportable, and well- defined data. What does ‘F2’ refer to? Are there standard code sets? Does this number represent a date? Computing report…elapsed time 10 hours, 27 seconds… Why does it take so long for the report to run? • A robust data architecture provides data sets that have: • Business context & definition • Common structure & formatting • Fast & easily-reportable data sets Many Self-Service BI professionals spend an estimated 50 – 90% of their time cleaning and reformatting data to make it fit for purpose. Source: DataCenterJournal.com • This is a great way to be seen as a crucial “trusted advisor” to the BI & analytics team, particularly with the rise of self-service BI.
  22. 22. Global Data Strategy, Ltd. 2017 Data Architecture in Data Governance • Like an auditing department for finance, data governance provides the guidelines, accountability and regulations around data management. • Data Architecture can help define: • What are the standards, domains, and rules for data? • How can data be architected in a way to improve data quality? • What is the lineage and traceability of data? • How can we integrate business definitions with technical database implementations? • Architects are often members of Data Governance Committees (voting or non-voting) Supporting the Technical Data Steward Supporting the Business Data Steward Data Architect • How can we architect the data to improve data quality. E.g. • Normalizing data structures • Domains, drop-downs • Reference data sets • How can we architect the data to capture business rules & definitions. E.g. • Logical data models • Glossary structures • Taxonomies
  23. 23. Global Data Strategy, Ltd. 2017 Architecture & Metadata Make Data Governance Actionable • A robust data architecture, including metadata & lineage, can help take the business rules & definitions defined in policies and make them actionable in physical systems, maintaining a lineage & audit trail. 23 Policies & Procedures Technical Implementation Audit & Lineage
  24. 24. Global Data Strategy, Ltd. 2017 Emerging Technologies need Architecture, Too • Technology is growing at an exponential pace. It can be difficult for an organization to know where to begin. • Architects are well-positioned to help lead the migration to these new technologies. 24 Big Data AI & Machine Learning Cloud Architectures Internet of Things (IoT) Real-time databases, relational databases, graph databases, legacy systems, etc…
  25. 25. Global Data Strategy, Ltd. 2017 Stay Educated • With the wealth of online, low-cost (or free) resources, there is no excuse not to keep up-to-date with the latest technologies. (and…yes…we’re all busy! ) 25 What are your favorites? Which ones did I miss?
  26. 26. Global Data Strategy, Ltd. 2017 Data Architects Come From a Wide Range of Backgrounds • The following is a range of backgrounds of data architects I’ve worked with: 26 …and that’s often what makes them effective! • Musician • Accountant • Social Worker • Mathematician • Biologist • Chemist • Programmer • DBA • Statistician • Teacher • Economist • Etc. Any others I’ve missed?
  27. 27. Global Data Strategy, Ltd. 2017 Don’t Be Afraid to Go “Off Course” • Don’t be afraid to take a roll that’s new or unexpected – you never know where it will lead you! 27 Degrees in Economics & English Temp Jobs from Finance to Manufacturing in College DC Economic Think Tank Degree in Computer Science Consultant – Data Mgt Consultant – EMEA Programmer Product Management Product Marketing Consultant – Business Transformation & Data Mgt Managing Director, Global Data Strategy, Ltd What’s Next?
  28. 28. Global Data Strategy, Ltd. 2017 Summary • It is an exciting time to be in data management • For us old folks, we finally have our day in the sun! • Capitalize on this opportunity • Keep learning • Use your strengths • Communicate • Most importantly… • Discover how you can add value to the organization I told you so!
  29. 29. Global Data Strategy, Ltd. 2017 Contact Info • Email: donna.burbank@globaldatastrategy.com • Twitter: @donnaburbank @GlobalDataStrat • Website: www.globaldatastrategy.com • Company Linkedin: https://www.linkedin.com/company/global-data-strategy-ltd • Personal Linkedin: https://www.linkedin.com/in/donnaburbank 29
  30. 30. Global Data Strategy, Ltd. 2017 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. 30 Data-Driven Business Transformation Business Strategy Aligned With Data Strategy Visit www.globaldatastrategy.com for more information
  31. 31. Global Data Strategy, Ltd. 2017 DATAVERSITY Training Center • Learn the basics of Metadata Management and practical tips on how to apply metadata management in the real world. This online course hosted by DATAVERSITY provides a series of six courses including: • What is Metadata • The Business Value of Metadata • Sources of Metadata • Metamodels and Metadata Standards • Metadata Architecture, Integration, and Storage • Metadata Strategy and Implementation • Purchase all six courses for $399 or individually at $79 each. Register here • Other courses available on Data Governance & Data Quality 31 Online Training Courses Metadata Management Course Visit: http://training.dataversity.net/lms/
  32. 32. Global Data Strategy, Ltd. 2017 Lessons in Data Modeling Series • January 26th How Data Modeling Fits Into an Overall Enterprise Architecture • February 23rd Data Modeling and Business Intelligence • March Conceptual Data Modeling – How to Get the Attention of Business Users • April The Evolving Role of the Data Architect – What does it mean for your Career? • May Data Modeling & Metadata Management • June Self-Service Data Analysis, Data Wrangling, Data Munging, and Data Modeling • July Data Modeling & Metadata for Graph Databases • August Data Modeling & Data Integration • September Data Modeling & MDM • October Agile & Data Modeling – How Can They Work Together? • December Data Modeling, Data Quality & Data Governance 32 This Year’s Line Up
  33. 33. Global Data Strategy, Ltd. 2017 Questions? 33 Thoughts? Ideas?

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