With all the topics and challenges out there, how does a CDM Media agenda come together for our summits? Get a behind-the-scenes look with this meeting report from our Big Data Executive Board, who pulled together ideas for the upcoming Big Data Summit, May 17-19 in Atlanta.

1. www.bigdatasummit.us
BIG DATA EXECUTIVE BOARD
Conference Call Minutes | 02.04.2015

2. • Holly Starling, Autotrader
• Scott Hallworth, Capital One
• Michelle Norworth, Capital One
• Joe DeCosmo, Enova
• Dirk Garner, Macy’s
• Donnie Yancey, MapQuest
• Anand Raman, Impetus
• Randy Lea, Teradata
• Jason Cenamor, CDM Media
• James Quin, CDM Media
The overwhelming impression of those initially in attendance was that the previous summit had been too heavily
focused on the analytics side of the data issue with insufficient focus on the governance side of things. Analytics is
primarily driven by the business and if there is no business stakeholder, then there seems to be a lack of interest.
Data governance on the other hand is very much an IT issue and if good governance foundations can be put in
place (i.e. data dictionaries, semantic layers) that codify data then consumption becomes easier and business
interest is more likely to be stimulated. This lead to the following discussion points:
Governance vs. Enablement vs. Management
Overall there seems to be little agreement amongst the group as to what is the best terminology around
the “not analytics” portion of the data conversation. This isn’t just a semantics issue, but one of
broader acceptance and understanding. Governance has a heavy regulatory feel that makes things seem
unapproachable. “Enablement” achieves the same effect as “governance” but is shown to have greater
business acceptability and an approach to making data more accessible rather than more regulated
stimulated user community adoption of data as well as higher order work (primary usage vs. secondary
usage). Extending this is the idea that “data governance” is simply an aspect of “data management” and
that this broader view needs to be taken in regards to data, data ownership, data stewardship, and data
usage. One aspect of data management that hasn’t really been touched on yet is that data management
includes physical data management (storage levels, online/offline, etc.), which definitely puts the
conversation and responsibility squarely back in IT, but for the benefit of the company rather than as
a “land grab”.
Culture
If we accept that data management, in it’s all encompassing form, is the other side of data, then we next
must consider the issue of accountability vs. responsibility. IT may well have the responsibility for data
management, but it cannot also have the accountability, as a comprehensive data management aproach
must be cultural, must be all encompassing. In order for everyone to be onboard, everyone must be
involved which ultimately means that accountability lies at the top of the organization with the business
leaders. Initiating the requisite cultural change can be exceedingly difficult however and is likely not
something IT can initiate, but can co-ordinate when the external impetus presents itself. A lot of this
depends on organizational maturity, but in most cases a “burning platform” is required that triggers the
phase shift. Once that tipping point is achieved however, IT can and should begin the data management
transition process. In the end, it is important to remember that data management is simply a means to an
end and not the end itself.
Big Data Executive Board Conference Call Minutes
Agenda Item One:
In Attendance:
Regrets:
• Ameet Shetty, SunTrust
DATA GOVERNANCE / DATA MANAGEMENT
DATA ANALYTICS
Agenda Item Two:
After discussing the issue of governance/management at significant length, we turned to the issue of analytics.
By this point our group had rounded out with a few individuals that had more of an analytics focus within
their organization. Their position was that while analytics had been discussed at the previous event, perhaps
more so than governance, it was generally at a superficial level without a lot of deep dive. If we wanted to discuss
analytics then, we should focus on the following:

3. Agenda Item Three:
STAFFING
Our conversations around data management and analytics consumed much of the time in the call but we did man-
age to squeeze in a few points around staffing issues. On the whole the staffing conversation was split along the
same lines as the rest of the conversation – data management staffing vs. analytics staffing. Data management
staffing is essentially seen as a non-issue because other than top-line responsibility in the form of a CDO or
equivalent, existing staff executes much of the line work. On the analytics side the situation is very different;
staffing continues to be a significant challenge with far too few qualified resources around to meet the demand.
Though conversations were had at the last summit on this issue, it was generally felt that continued focus in this
area, with different individuals sharing their experiences, would be beneficial to all.
CDM Media Contact Information:
Jason Cenamor
Director, Technology Summits - North America
+1 312.374.0831
jason.cenamor@cdmmedia.com
James Quin
Senior Director, Content and C-Suite Communities
+1 312.374.0809
james.quin@cdmmedia.com
What is Analytics?
Analytics most definitely is not tools, which seemed to be the focus of the previous event. It is important
to focus on real-world case studies where data has been turned into information from which insights
have been extracted that have stimulated change and/or growth. Analytics is the transformation of data
to produce new data and it is important to determine how that is done responsibly. More data does not
necessarily equal better analysis – better analytical processes do that. We collectively need to focus on
the “how” of analytics, and almost take a myth busters type approach, exposing what doesn’t work (and
showing why) versus what does. Everyone is still pretty early phase in this and so sharing experiences
is the best way for everyone to scale their maturity.
Subfields of Analytics
Analytics is as broad a topic as governance/management. There are layers of analytical complexity and
techniques and investigation into all of them is needed. Specifically focus needs to be given to Data
Discovery, to Business Intelligence, to Graph Analytics, and to Machine Learning. Business Intelligence
offers ease of “consumability” and the opportunity for business users to manage much of the analytics
task work themselves, but breaks down at scale. Graph Analytics has tremendous potential value but
broader/deeper understanding of applicability and use is needed and much the same can be said for
Machine Learning. Data Discovery is seen as a more flexible, lightweight, unstructured approach with the
concern being that “unstructured” eliminates necessary rigor that can make results trustworthy and
viable. As an initial “gateway” step though it may make sense.
Agenda Item Four:
OTHER ITEMS
In closing we looked at the opportunity to expand the reach beyond just IT roles. It was definitely felt that the
Summit should remain open (or become even more so) rather than hyper-focusing down to just CDO/CAO roles.
CIOs absolutely must continue to be part of the audience, but expanding to line of business leaders, to bring in
the user vision/experience of the data issue, would be valuable. To that end it would be beneficial to expand the
delegation to also include CMO attendees.
The Big Data Executive Board is a panel of industry experts and leading vendor organizations that meet quarterly
to help drive the agenda of CDM Media’s twice annual Big Data Summit. The Summit is attended by a carefully
selected group of industry practitioners intent on creating broader and deeper understanding of data issues for the
user community at large.