The Role of the CIO and CMO in the Digital Transformation of Education

©2014 Extreme Networks, Inc. All rights reserved.
The Role of the CIO and CMO in the
Digital Transformation of Education

Vala Afshar
No Digital
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2011 2012 2013 2014

Vala Afshar
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2012 2013 2014

Vala Afshar
No Digital
Footprint
2010
Joined
Twitter
ID:
259,725,229
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Authored
Book
2012
2013 2014

Vala Afshar
No Digital
Footprint
2010
Joined
Twitter
ID:
259,725,229
2011
Authored
Book
2012
Blogs /
Video Series /
SlideShare
2013
2014

Vala Afshar
No Digital
Footprint
2010
Joined
Twitter
2011
Co-
Authored
Book
2012
Blogs/
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Series/SlideSh
are
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2014

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Total Slideshare Views

Top 10 people mentioned by
marketing executives.
The #1 Retweeted and Mentioned Person by Marketers

Vala Afshar
No Digital
Footprint
2010
Joined
Twitter
ID:
259,725,229
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Authored
Book
2012
Blogs /
Video Series /
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Most
Mentioned in
Marketing
2014

TOP 100 MOST SOCIAL CIOs on TWITTER
List Published: March 25, 2014

All Businesses Will Be
Digital Businesses

Welcome to the New
Digital Economy
User experience is shaped by technology trends
Digital economy is defined by mobile, social, cloud, big data and apps
The network is a strategic business asset

Mobile
70% of teenagers age 13-17 have smartphones
60% of parents have provided kids with mobile phones
58% of schools moving to digital text books in 1-5 years
43% of schools cannot customize each student’s network access
©2014 Extreme Networks, Inc. All rights reserved. Mobile-first, always connected, highly secure

Social
51% of schools use social media in the classroom
75% of students participate in social networks
45% of K-12 teachers use social for work purposes
©2014 Extreme Networks, Inc. All rights reserved. Collaborative, open and connected

World population:
1 China
2 Facebook
3 India
4 Tencent
5 WhatsApp
6 USA
7 Google+
8 LinkedIn
9 Twitter
10 Indonesia

Cloud
42% of schools currently implement cloud computing
44% of schools feel their infrastructure is inadequate for video from the cloud
60% of all cloud deployments will be hybrid by 2016
Hybrid, flexible and secure

Apps
70B apps will be downloaded by 2014 (286 billion by 2017)
84% of mobile traffic is related to apps
2nd most downloaded apps from iTunes are educational apps
©2014 Extreme Networks, Inc. All rights reserved. Right app, right person, right time

Big Data
4300% increase in annual Big Data generation by 2020
0.5% of Big Data is being analyzed today
63% of businesses view analyzing Big Data as a competitive advantage
©2014 Extreme Networks, Inc. All rights reserved. Data to insight to rapid decision/action

IDC: 90% of Revenue Growth in the Next 10
Years Will Come From the Third Platform
22

Application Landscape Report 2014
Too many web applications a stumbling block to digital transformation
60% CIOs believe their most valuable
contribution is introducing new technologies
Cloud (56%), Mobility (54%), Social (41%) and
Big Data (34%) are seeing major adoption
76% CIOs: modernization of the application
landscape key to achieving business objectives
*Survey of 1,000 global CIOs

State of the CIO 2014
Digital strategist or traditional CIO?
90% CIOs: role is increasingly challenging;
65% role is becoming more rewarding
44% CIOs report to the CEO. Tenure is six
years, while average pay is holding at $219,500
CIOs spend significant time to focus with
business leaders - up to 25% of week
Game-changer CIOs average salary $249,000
(70% report to CEO) vs cost-center CIOs
($182,000 and 37% report to CEO)
48% of CIOs: IT group is viewed as a cost
center or service provider
61% CIOs have part of their compensation
tied to a specific corporate revenue or profit goal

2014 CIO Priorities
“Measurement is fabulous.
Unless you’re busy
measuring what's easy to
measure as opposed to
what's important.”
– Seth Godin

CIO Mandate: Lead Digital Transformation
1. Lead the business from the front
2. Re-invent for next-generation digital
3. Create highly engaging workplace,
customer, and partner experiences
4. Enable emergent, decentralized
tech change in the organization
5. Don’t constrain IT, empower it
Authored by Dion Hinchcliffe, Dachis Group

CIOs CMOs – 2014 and Beyond
How will CMOs and CIOs work together?

Areas where CMOs become frustrated with CIOs
CIO understands marketing requirements
Marketing employees understand IT
IT employees understand marketing programs
Want to enable marketing employees to
operate data/content, without IT intervention
IT development process is slow and not
aligned to the speed of digital marketing
Strongly Disagree (%) Strongly Agree
2 9 38 38 13
3 13 38 36 10
5 18 32 34 11
6 13 36 33 12
9 14 38 28 11

Areas where CIOs become frustrated with CMOs
Software service needs careful planning
CMO understands company’s IT infrastructure
IT employees understand marketing programs
Marketing pulls in technologies without
consideration for IT standards
Marketing understands technology
Strongly Disagree (%) Strongly Agree
14 30 40 25
3 6 36 38 17
3 16 31 35 15
15 29 35 14
7
3 15 34 33 15

The Evolved CMO in 2014
CMOs Must Ramp Up Business and Technology Acumen
62% CMOs surveyed globally believe the CIO is a
strategic partner in meeting corporate goals
41% CMOs share common vision with CIO of how
marketing and IT teams should work together
Only 29% CMOs partner with their IT
counterpart when buying marketing technology
31% CMOs use technologies to analyze and
respond to customer feedback
40% CMOs claim they are hindered by the
quality of customer data in their organization

Marketing Success Factors

Gartner Digital Marketing Budgets Will Increase By 10% in 2014
Gartner – April 29, 2014
10.7% of 2013 annual revenue
on overall marketing – digital
marketing spend is 3.1% of
revenue
Digital marketing spend is
double-digit increase in 2013
and 2014
285 respondents with revenues
$500M

IDC 2014: Marketers Budgets Continue to Increase
63%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
45%
78%
16%
25%
8%
21%
30%
14%
0%
All IT Rev $1B Rev $1B
Increase
Stay the
Same
Decrease
Percentage of Companies Increasing Marketing Budgets
Source: IDC’s 2014 Tech Marketing Barometer Survey

The Marketing Function Will Undergo the Greatest IT-Driven
Business Transformation
Marketing
Industry Specific Operations
Risk and Security
Customer Service
Sales
Other Horizontal
Supply Chain Management
Engineering, Architecture …
Human Resources Training
Accounting / Finance / Billing
0% 2% 4% 6% 8% 10% 12%
IT
34
U.S. IT Spending by Line of Business 5 Year CAGR (2012-2017)
Excludes Government and Education
Source: IDC’s Line of Business Forecast. Preliminary Data. October, 2013

Digital Marketing Expertise is Now a ‘Must Have’ for
B2B Marketing Organizations
60%
50%
40%
30%
20%
10%
35
13%
19%
26%
29%
34%
39%
44%
50%+
0%
2009 2010 2011 2012 2013 2014 2015 2016
% of Total Program Spend
Digital Marketing Program Spend
Source: IDC’s 2014 Tech Marketing Benchmarks Study

IDC’s Definition of Digital Marketing
Program Spend Mix: End of 2013
Program Spend Allocations
(Digital Island View)
Advertising
9.6%
Direct
Marketing
4.1%
Other
Areas: PR,
MI, AR,
Marketing
Support
and Sales
Tools,
Collateral
34.5%
Events
17.8%
Excludes
Digital Events
n=52
Source: IDC’s 2013 Tech Marketing Benchmarks Study
Digital
Marketing,
34.0%
Excludes
Display and
Search Ads
Excludes Email
Marketing
Digital Marketing – 39% of Program
Spend in 2014
Display Ads
22.0%
Search Ads,
20.2%
Mobile Ads
1.7%
Email
Marketing
13.3%
SMS/Text
Messages
0.7%
Other Web
Site 0.1%
Mobile Web
and
Applications
1.4%
Digital
Events 3.7%
Company
Web Sites
13.3%
Search
Engine
Optimization
3.8%
Social
Marketing
5.8%
Marketing
Automation
14.0%
39%
forecast
for 2014

IDC 2014: Website and Social Marketing
Program Investment is a Priority
Q. Please indicate if investment in the following Program Spend categories will increase, decrease, or stay the same in 2014 as
compared to 2013.
80%
70%
60%
50%
40%
30%
20%
10%
0%
-10%
Web Site Social
Marketing
Marketing
Tech
Branding
Content
Direct
Marketing
All IT Companies $1B Companies $1B
Analyst
Relations
Public
Relations
Advertising Events Market
Intel
MSST*
* Marketing Support Sales Tools

IDC New Staff in 2014: Web, Campaign, Content
Q. Please indicate if investment in the following staffing categories will increase, decrease, or stay the same in 2014 as compared
to 2013.
55%
45%
35%
25%
15%
5%
-5%

Should Your CIO be the Chief Digital Officer?
Is CDO the next step for the aspiring
CIO-Plus?
The CDO’s job is to turn the digital
cacophony into a symphony
Roughly 20% of CIOs in Gartner survey
said they played the role of a CDO
To build great digital capabilities you need
to link to your existing IT capabilities/people
2011 – 75 CDOs
2013 – 500 CDOs
2014 – 1,000 CDOs

Chief Digital Officers
100 CDOs serve in large global organizations
in 2014, more than double that in 2012
By 2015, 25% of large global organizations
will have appointed Chief Data Officers
Over 25% of CDOs are women, almost twice
as high as for CIOs (13%)
By 2014, more than 20% of government
organizations will have appointed a CDO

CMOs and CIOs Need to Get Along to Make
Big Data Work
Data-driven companies are 5% more
productive and 6% more profitable
Marketers spend $50 billion on Big
Data and analytics capabilities
Per Gartner, the CMO’s IT budget is
expected to outstrip the CIO’s by 2018
CMO (customer data) and CIO (Big
Data backbone) are natural partners

Gartner: 2014 Technology Transit Map
Ad Technology
Analytics
Creative
Commerce
Emerging Technologies
Marketing Management
Mobile
Real-Time Data
Search
Social
Strategy
User Experience (UX)

IDC - 2014 Marketing Technology Map
Digital Transformation of Marketing

2014 Marketing Technology Landscape

“The most powerful combination
is the CMO and CIO working
together with a shared goal to
grow the business.”

“Partner with the CIO organization
so that the IT strategy and tactics
for the marketing function become
shared and unified.”

Digital Transformation in Education

Connecting Students Worldwide
1400 School Districts 1100 Universities
`

Was College Worth it?
1,500 respondents to a recent Salary.com survey
35% of people said college is not worth the expense
43% say a college degree isn’t really necessary to
succeed in life
31% of all student loan borrowers are effectively
delinquent
Pew - Average unemployment rate for 20- to 24-year-olds
in 2012 was 13.3%, up almost 4% from just eight
years prior.

Student Debt
Seven out of ten students graduating last year left college in debt
Total amount owed from student loans is more than $1.2 trillion,
surpassing the total of credit card and auto loan debt

”In 15 years from now half of US universities
may be in bankruptcy. Our schools are
teaching skills for which there are no jobs.”
- Clayton Christensen
Harvard Business School

“MOOC disruption is only beginning” – Boston Globe, May 9, 2014
“Two recent Gallup polls showed that although 96% of chief academic
officers believe they’re doing a good job of preparing students for
employment, only 11% of business leaders agree that graduates have the
requisite skills for success in the workforce. And this is all occurring while
higher education leaders were convinced that they were innovating all along.”
-- Clay Christensen

Disrupting Education
Disruption is enabled by a technological core
– New entrants build on their technological core to move up-market
New business models coming to education
– “on the job learning”; a week on, week off; internships/co-ops

“
The Growing Technological Core in Education
Online courses / MOOC infrastructure
Digital content
Digital badges
Digital assessment
Adaptive learning systems
Student recruiting and retention systems
“Online education has created
an inexpensive alternative to
brick- and-mortar schools in a
market that is rarely a
consideration for leading
universities.”
- Clay Christensen

Growth of Online Educational Models

The Mobile Student
In class
Participating in athletics
Relaxing in student housing
Shopping
Studying in the library
In the stadium
Sleeping
Visiting other campuses (eduroam)

Extreme Networks CIO Studies
In-depth interviews and surveys with Education CIOs
How technological innovation impacts education
A roadmap for the transformation of education
Trends in education

CIOs Must Make Strategic Contributions
IT strategy should align with the institution’s operating requirements and strategy
Student Recruitment
Student Retention
Fundraising
Reducing costs and improving operating efficiency
Greater classroom innovation

Trends in Education
BYOD and Wireless
Digital Content
Online Assessment
MOOCs and Digital Badges
Student Devices: Chromebooks
Wearable technology
Digital citizenship / footprint

Transformation Road Map
Structured approach to align business goals, strategy, and technology to institutional challenges
Build the right infrastructure
Provide the right applications and services
Transform the IT organization
Support institutional transformation

BYOD and 1:1 Computing
44% planning to implement both BYOD 1:1 computing

BYOD Challenges
If an employee prefers to use a
personally-owned phone service,
should the university post their
personal phone number on the web
site?
Can employees archive their
business email and data to a
personal cloud account, and migrate
software licenses to personal email
accounts?

Campus Devices
Student devices/wearables
IoT across the campus facility
Faculty devices, including Google Glass
Rogue IT devices

Internet of Things on Campus

Chromebooks in Education
+79% growth in 2014
5.2 million units expected 2014
Market: 85% US; 82% education
5,000 (20%) school districts use

Extreme Survey: Chromebook Trends in Education
Currently concentrated in grades 6-12,
but 20% use in all grades
767 Chromebooks per district, adding
another 1,774 within 3 years
Several districts use 50,000

What We Learned From Chromebook Survey
Only 15% said they would not use
Highest usage in Grades 6-8; lowest in K-2
Biggest device issue: durability
Price and ease-of-use most important features
Few districts offer device insurance program to students
Upon graduation, students of most districts must return the device
Windows laptops usage is expected to drop
iPad usage expected to grow
Netbooks usage waning
45% of districts have BYOD program
35% of districts have 1:1 computing program
70% expect Chromebook usage to grow

Google Glass in Education (examples)
Sports training - Coach and spectators experience athlete's
perspective and provide real-time coaching. Athlete view
recordings to improve head and body motions
Real-time interactive field trips - CERN, Oval Office; war
zone; Federal Reserve Bank; Mt Everest; Tibet, Papua, New
Guinea; Cheyenne Mt; Antarctica; Egyptian pyramids
Remote in-classroom experience - Professor wears Glass
during lecture and opens a Hangout
Provide virtual reality simulations - Student performs an
operation, plays tennis, walks in space, returns a kick-off
Class management - Professor takes attendance and pulls
recent grades for students; can call up deeper subject
content

Suffolk Law Professor Andrew Perlman

Drones on Campus
Student projects exploring the intersection between art
and technology
Loan drones to students for checkout and
experimentation
Footage from sporting events.
Promotional flybys of key campus buildings and features
and virtual holiday greeting videos.
Footage of unique campus events, such as campus
picnics or move-in weekend
Unique photographs from hard to reach places.
Inspections of buildings and monitor construction projects
Field projects, such as studying wildlife from a distance,
and detailed 3D archaeological mapping
Monitor agricultural and environmental conditions

“The Degree Is Doomed”
“Employers have never before had such easy access to
specific and current information pertaining to a candidates’
potential.”
“The value of paper degrees will inevitably decline when
employers avail themselves of more efficient and holistic ways
for applicants to demonstrate aptitude and skill.”
- Michael Staton

Trends in Education: Digital Badges

Massive Open Online Courses (MOOCs)
90% offer or plan online
courses
13% offer MOOCs today
5% believe MOOCs will
replace traditional classes

Moving From MOOC To SPOC
Course completion dismal
Most participants already have college degrees
Challenge of engagement

2014 Gartner Hype Cycle for Education
MOOC within
the Trough of
Disillusionment

Massive Open Online Courses (MOOCs)
Extreme Networks MOOC
U.ExtremeNetworks.com
• 4 Courses
• 5000+ Students
• 50 Countries
• 7 Partnering Universities
What is EXT MOOC

“With our early-alert system,
retention rates are up 2-5%.”
- Phil Komarny, CIO Seton Hill
University
Student Retention
Early warning systems
Case-management systems for
tracking students
Create a positive student technology
experience to grow loyalty

Student Retention Systems survey
A $16.5 B problem
3/4 of schools are
aware of the problem
1/2 of schools have
a retention system

Michael Mathews, co-author, is the
CIO at Oral Roberts University

Digital Citizenship
Social skills are vital for today’s workforce
Digital exhaust and personal brand
Google yourself and ask: ‘would I hire me?’

Build The Right Infrastructure
• Local and cloud-based servers and storage
• Wired and wireless networking
• Voice
• Network security and access control
• Infrastructure for online learning and collaboration
• High-speed Internet access
• Disaster recovery
• Project management capability
“Digitizing, providing online
education, Georgetown Global,
that all has to sit upon a solid
modern infrastructure and
architecture to be able to run.”
- Lisa Davis, CIO of Georgetown

Is your infrastructure ready?
• 37% moving to
digital text books
only
• 73% not sure their
network can handle
digital text books
• 45% network not
adequate for video

Digital Assessments Are Here
Online testing
Florida Standards Assessments
Formative assessments

Extreme Survey: Assessment Readiness

Summary Results
1. Infrastructure
2. Security
3. Virtualization
4. Business Transformation
5. Skills Development
6. Mobile
7. New App Dev
8. Cloud, SaaS
9. Big Data
10.Outsourced Services

IT Strategic Priorities

Transform the IT Organization
Develop a service-oriented culture within IT
Adopt an efficient IT organizational structure
Align IT and the business
Develop IT staff skills
“Every IT person can do any project
that doesn’t take more than 12 hours.
If there is a contra initiative and you
need our help, we help you. There is
no need for some committee to
decide. ”
Rob Rennie, CIO of Florida State College
at Jacksonville

Drive and Support
Transformation Culture Shift
Facilitate open relationships with stakeholders
Exchange ideas with stakeholders
Foster executive relationships
Ideally CIO reports to president, dean, or provost
Participate on non-technology committees
Create informal relationships with institutional leaders

“Cost, efficiencies, better
integration, less maintenance,
security, all of these are driving
cloud applications.”
- Lisa Davis, CIO of Georgetown
Cost Reduction and
Operational Efficiency
Look at admin services, facilities, curriculum
management for opportunities
Cloud
Collaborative software
Extreme Networks Purview

Reducing Costs Through Technology
Device costs
Digital text books
Reducing drop-outs
Software Defined Networking
Simulations, augmented reality
Live video field trips
Configurable and distributed
classrooms

Education-Related Huffington Post Blogs

“For most of us the problem isn’t that we aim too high and fail
- it’s just the opposite - we aim too low and succeed.”
Ken Robinson

@ValaAfshar
Thank You

The Role of the CIO and CMO in the Digital Transformation of Education

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