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Data Strategy Best Practices
Your data strategy should be concise, actionable, and understandable by business and IT!
Copyright 2019 by Data Blueprint Slide # !1
Peter Aiken, Ph.D.
• DAMA International President 2009-2013 / 2018
• DAMA International Achievement Award 2001 

(with Dr. E. F. "Ted" Codd
• DAMA International Community Award 2005
Copyright 2019 by Data Blueprint Slide # !2
Peter Aiken, Ph.D.
• I've been doing this a long time
• My work is recognized as useful
• Associate Professor of IS (vcu.edu)
• Founder, Data Blueprint (datablueprint.com)
• DAMA International (dama.org)
• 10 books and dozens of articles
• Experienced w/ 500+ data
management practices worldwide
• Multi-year immersions
– US DoD (DISA/Army/Marines/DLA)
– Nokia
– Deutsche Bank
– Wells Fargo
– Walmart
– …
PETER AIKEN WITH JUANITA BILLINGS
FOREWORD BY JOHN BOTTEGA
MONETIZING
DATA MANAGEMENT
Unlocking the Value in Your Organization’s
Most Important Asset.
1Infogix Confidential Copyright 2018Infogix Confidential Copyright 2018
Dataversity
Data Strategy Best Practices
January 8, 2019
2Infogix Confidential Copyright 2018
Matt Guschwan, Ph.D.
• Data Strategy Consultant
Intro
3Infogix Confidential Copyright 2018
• Portfolio Approach
• Central Office of Data
• Startup and scale
• Investments into People, Process & Technology
• Data connects P, P & T
ROI Mandate
D a t a S t r a t e g y B e s t P r a c t i c e s
4Infogix Confidential Copyright 2018Infogix Confidential Copyright 2018
Enjoy the Presentation!
Contact: Matt Guschwan mguschwan@infogix.com
Best Practices
!3Copyright 2019 by Data Blueprint Slide #
A best practice is a method or technique
that has been generally accepted as
superior to any alternatives because it:
1. produces results that are superior to
those achieved by other means or
2. because it has become a standard way
of doing things,
e.g., a standard way of complying with legal
or ethical requirements.
!4Copyright 2019 by Data Blueprint Slide #
• A data strategy specifies how data assets are to be used to
support the organizational strategy
– What is strategy?
– What is a data strategy?
– How do they work together?
• A data strategy is necessary for effective data governance
– Improve your organization’s data
– Improve the way people use their data
– Improving how people use data to support their organizational strategy
• Effective Data Strategy Prerequisites
– Lack of organizational readiness
– Failure to compensate for the lack of data competencies
– Eliminating the barriers to leveraging data,

the seven deadly data sins
• Data Strategy Development Phase II–Iterations
– Lather, rinse, repeat
– A balanced approach is required
• Q&A
Data Strategy Best Practices
What is a Strategy?
!5Copyright 2019 by Data Blueprint Slide #
• Current use derived from military
• “a pattern in a stream of decisions” [Henry Mintzberg]
Former Walmart Business Strategy
!6Copyright 2019 by Data Blueprint Slide #
Every
Day Low
Price
Wayne Gretzky’s

Definition of Strategy
!7Copyright 2019 by Data Blueprint Slide #
He skates to where he 

thinks the puck will be ...
Strategy in Action: Napoleon defeats a larger enemy
• Question?
– How do I defeat the competition when their forces
are bigger than mine?
• Answer:
– Divide 

and 

conquer!
– “a pattern 

in a stream 

of decisions”
!8Copyright 2019 by Data Blueprint Slide #
!9Copyright 2019 by Data Blueprint Slide #
SupplyLineMetadata

(aspartofadivideandconquerstrategy)
First Divide
!10Copyright 2019 by Data Blueprint Slide #
Then Conquer
!11Copyright 2019 by Data Blueprint Slide #
Complex Strategy
• First
– Hit both armies
hard at just the
right spot
• Then
– Turn right and
defeat the
Prussians
• Then
– Turn left and
defeat the
British
!12Copyright 2019 by Data Blueprint Slide #
W
hile someone else is
shooting at you!
!13Copyright 2019 by Data Blueprint Slide #
• The highest level data
guidance available to an 

organization, ...
• ... focusing data-related
activities on articulated data
goal achievements and ...
• ... providing directional but
specific guidance when
faced with a stream of
decisions or uncertainties
about organizational data
assets and their application
toward business objectives
Your Data Strategy
Strategy that winds up only on a shelf is not useful
!14Copyright 2019 by Data Blueprint Slide #
Data

Strategy
Strategy provides context for the guidance
!15Copyright 2019 by Data Blueprint Slide #
Managing
Data with
Guidance
Managing Data with Guidance
• How should data be used and in which business
processes?
• How is data shared among users, divisions, geographies
and partners?
• What processes and 

procedures allow for 

data to be changed?
• Who manages 

approval processes?
• What processes 

ensure compliance?
• Most importantly, in 

what order should I 

approach the above list?
!16Copyright 2019 by Data Blueprint Slide #
!17Copyright 2019 by Data Blueprint Slide #
Organizational

Strategy
Data Strategy
IT Projects
Organizational Operations
Data
Governance
Data Strategy and Data Governance in Context
Data
asset support for 

organizational
strategy
What the
data assets do to
support strategy
How well the data
strategy is working
Operational
feedback
How data is
delivered by IT
How IT
supports strategy
Other
aspects of
organizational
strategy
Data Strategy in Context
!18Copyright 2019 by Data Blueprint Slide #
Organizational

Strategy
IT Strategy
Data Strategy
Organizational

Strategy
IT Strategy
Data Strategy
This is wrong!
!19Copyright 2019 by Data Blueprint Slide #
Organizational

Strategy
IT Strategy
Data Strategy
Organizational

Strategy
IT Strategy
This is correct …
!20Copyright 2019 by Data Blueprint Slide #
Data Strategy
Strategy provides context for the guidance
!15Copyright 2019 by Data Blueprint Slide #
Managing
Data with
Guidance
Managing Data with Guidance
• How should data be used and in which business
processes?
• How is data shared among users, divisions, geographies
and partners?
• What processes and 

procedures allow for 

data to be changed?
• Who manages 

approval processes?
• What processes 

ensure compliance?
• Most importantly, in 

what order should I 

approach the above list?
!16Copyright 2019 by Data Blueprint Slide #
Organizational Assets
• Cash & other financial instruments
• Real property
• Inventory
• Intellectual Property
• Human
– Knowledge
– Skills
– Abilities
• Financial
• Organizational reputation
• Good will
• Brand name
• Data!!!
!23Copyright 2019 by Data Blueprint Slide #
Separating the Wheat from the Chaff
• Data that is better organized increases 

in value
• Poor data management practices are costing
organizations money/time/effort
• 80% of organizational data is ROT
– Redundant
– Obsolete
– Trivial
!24Copyright 2019 by Data Blueprint Slide #
Incomplete
Data Assets Win!
Data 

Assets
Financial 

Assets
Real

Estate Assets
Inventory
Assets
Non-
depletable
Available for
subsequent
use
Can be 

used up
Can be 

used up
Non-
degrading √ √ Can degrade

over time
Can degrade

over time
Durable Non-taxed √ √
Strategic
Asset √ √ √ √
Data Assets Win!
• Today, data is the most powerful, yet underutilized and poorly
managed organizational asset
• Data is your
– Sole
– Non-depletable
– Non-degrading
– Durable
– Strategic
• Asset
– Data is the new oil!
– Data is the new (s)oil!
– Data is the new bacon!
• As such, data deserves:
– It's own strategy
– Attention on par with similar organizational assets
– Professional ministration to make up for past neglect
!25Copyright 2019 by Data Blueprint Slide #
Asset: A resource controlled by the organization as a result of past events or
transactions and from which future economic benefits are expected to flow [Wikipedia]
!26Copyright 2019 by Data Blueprint Slide #
Organizational

Strategy
Data Strategy
IT Projects
Organizational Operations
Data
Governance
Data Strategy and Data Governance in Context
Data
asset support for 

organizational
strategy
What the
data assets do to
support strategy
How well the data
strategy is working
Operational
feedback
How data is
delivered by IT
How IT
supports strategy
Other
aspects of
organizational
strategy
!27Copyright 2019 by Data Blueprint Slide #
Data Strategy
Data
Governance
Data Strategy & Data Governance
What the data
assets do to support
strategy

How well the data
strategy is working

(Business Goals)
(Metadata)
Reasons for a Data Strategy
!28Copyright 2019 by Data Blueprint Slide #
Improve your
organization’s data
Improve the way your
people use its data
Improve the way your
data and your people
support your
organizational strategy
• Because data
points to where
valuable things
are located
• Because data has
intrinsic value by
itself
• Because data 

has inherent
combinatorial
value
• Valuing Data
– Use data to
measure change
– Use data to
manage change
– Use data to
motivate change







• Creating a
competitive
advantage with
data
• Old model
– Sell jet engines
• New model
– Sell hours of thrust power
– Power-by-the-hour
– No payment for down time
– Wing to wing
– When was it invented?
What did Rolls Royce Learn
!29Copyright 2019 by Data Blueprint Slide #
from Nascar?
!30Copyright 2019 by Data Blueprint Slide #
• A data strategy specifies how data assets are to be used to
support the organizational strategy
– What is strategy?
– What is a data strategy?
– How do they work together?
• A data strategy is necessary for effective data governance
– Improve your organization’s data
– Improve the way people use their data
– Improving how people use data to support their organizational strategy
• Effective Data Strategy Prerequisites
– Lack of organizational readiness
– Failure to compensate for the lack of data competencies
– Eliminating the barriers to leveraging data,

the seven deadly data sins
• Data Strategy Development Phase II–Iterations
– Lather, rinse, repeat
– A balanced approach is required
• Q&A
Data Strategy Best Practices
!31Copyright 2019 by Data Blueprint Slide #
Data Strategy
Data Strategy is Implemented in 2 Phases
What the
data assets do to
support strategy
Phase I-Prerequisites
1) Prepare for dramatic change and determine how to do the work
2) Recruit a qualified, knowledgeable enterprise data executive (and
other qualified talent)
3) Eliminate the Seven Deadly Data Sins
Phase II-Iterations (Lather, Rinse, Repeat)
!32Copyright 2019 by Data Blueprint Slide #
Data Strategy
Data Strategy is Implemented in 2 Phases
What the
data assets do to
support strategy
Phase I-Prerequisites
1) Prepare for dramatic change and determine how to do the work
2) Recruit a qualified, knowledgeable enterprise data executive (and
other qualified talent)
3) Eliminate the Seven Deadly Data Sins
Phase II-Iterations (Lather, Rinse, Repeat)
!33Copyright 2017 by Data Blueprint Slide #
CIOs
aren't
!34Copyright 2019 by Data Blueprint Slide #
Credit: Image credit: Matt Vickers
Change the status quo!
• Keep in mind that the appointment of a
CDO typically comes from a high-level
decision. In practice, it can trigger an array
of problematic reactions within the
organization including:
– Confusion,
– Uncertainty,
– Doubt,
– Resentment and
– Resistance.
• CDOs need to rise to the challenge of
changing the status quo if they expect to
lead the business in making data a
strategic asset.
– from What Chief Data Officers Need to Do to
Succeed by Mario Faria
!35Copyright 2019 by Data Blueprint Slide #
Change Management & Leadership
!36Copyright 2019 by Data Blueprint Slide #
Diagnosing Organizational Readiness
!37Copyright 2019 by Data Blueprint Slide #
adapted from the Managing Complex Change model by Dr. Mary Lippitt, 1987
Culture is the biggest impediment to a 

shift in organizational thinking about data!
QR Code for PeterStudy
• Free Case Study Download• Free Case Study Download
– http://dl.acm.org/citation.cfm?doid=2888577.2893482



or 



http://tinyurl.com/PeterStudy 



or scan the QR Code at the right
!38Copyright 2019 by Data Blueprint Slide #
!31Copyright 2019 by Data Blueprint Slide #
Data Strategy
Data Strategy is Implemented in 2 Phases
What the
data assets do to
support strategy
Phase I-Prerequisites
1) Prepare for dramatic change and determine how to do the work
2) Recruit a qualified, knowledgeable enterprise data executive (and
other qualified talent)
3) Eliminate the Seven Deadly Data Sins
Phase II-Iterations (Lather, Rinse, Repeat)
!32Copyright 2019 by Data Blueprint Slide #
Data Strategy
Data Strategy is Implemented in 2 Phases
What the
data assets do to
support strategy
Phase I-Prerequisites
1) Prepare for dramatic change and determine how to do the work
2) Recruit a qualified, knowledgeable enterprise data executive (and
other qualified talent)
3) Eliminate the Seven Deadly Data Sins
Phase II-Iterations (Lather, Rinse, Repeat)
What do we teach knowledge workers about data?
!41Copyright 2019 by Data Blueprint Slide #
What percentage of the deal with it daily?
What do we teach IT professionals about data?
!42Copyright 2019 by Data Blueprint Slide #
• 1 course
– How to build a
new database
• What
impressions do IT
professionals get
from this
education?
– Data is a technical
skill that is needed
when developing
new databases
• If we are migrating databases, we are not creating new
databases and we don't need organizational data
management knowledge, skills, and abilities (KSAs).
• If we are implementing a new software package, we are
not creating a new database and therefore we do not
need data management KSAs.
• If we are installing an enterprise resource package
(ERP), we are not creating a new database and therefore
we do not need data management KSAs.
Put simply, organizations:
!43Copyright 2019 by Data Blueprint Slide #
• Have little idea what data they have
• Do not know where it is (and)
• Do not know what their knowledge workers do with it
Bad Data Decisions Spiral
!44Copyright 2019 by Data Blueprint Slide #
Bad data decisions
Technical deci-
sion makers are not
data knowledgable
Business decision
makers are not
data knowledgable
Poor organizational outcomes
Poor treatment of
organizational data
assets
Poor

quality

data
Hiring Panels Are Often
Not Qualified to Help
!45Copyright 2019 by Data Blueprint Slide #
The Enterprise Data Executive Takes One for the Team
!46Copyright 2019 by Data Blueprint Slide #
!47Copyright 2019 by Data Blueprint Slide #
Data Strategy
Data Strategy is Implemented in 2 Phases
What the
data assets do to
support strategy
Phase I-Prerequisites
1) Prepare for dramatic change and determine how to do the work
2) Recruit a qualified, knowledgeable enterprise data executive (and
other qualified talent)
3) Eliminate the Seven Deadly Data Sins
Phase II-Iterations (Lather, Rinse, Repeat)
!48Copyright 2019 by Data Blueprint Slide #
Not Understanding Data-Centric Thinking
Lacking Qualified Data Leadership
Not implementing a Robust, Programmatic Means of
Developing Shared Data
Not Aligning The Data Program with IT Projects
Failing to Adequately Manage Expectations
Not Sequencing Data 

Strategy Implementation
Failing To Address 

Cultural And Change 

Management Challenges
Not Understanding Data-Centric Thinking
Lacking Qualified Data Leadership
Not implementing a Robust, Programmatic Means of
Developing Shared Data
Not Aligning The Data Program with IT Projects
Failing to Adequately Manage Expectations
Not Sequencing Data 

Strategy Implementation
Failing To Address 

Cultural And Change 

Management Challenges
Not Understanding Data-Centric Thinking
Lacking Qualified Data Leadership
Not implementing a Robust, Programmatic Means of
Developing Shared Data
Not Aligning The Data Program with IT Projects
Failing to Adequately Manage Expectations
Not Sequencing Data 

Strategy Implementation
Failing To Address 

Cultural And Change 

Management Challenges
Not Understanding Data-Centric Thinking
Lacking Qualified Data Leadership
Not implementing a Robust, Programmatic Means of
Developing Shared Data
Not Aligning The Data Program with IT Projects
Failing to Adequately Manage Expectations
Not Sequencing Data 

Strategy Implementation
Failing To Address 

Cultural And Change 

Management Challenges
Not Understanding Data-Centric Thinking
Lacking Qualified Data Leadership
Not implementing a Robust, Programmatic Means of
Developing Shared Data
Not Aligning The Data Program with IT Projects
Failing to Adequately Manage Expectations
Not Sequencing Data 

Strategy Implementation
Failing To Address 

Cultural And Change 

Management Challenges
Not Understanding Data-Centric Thinking
Lacking Qualified Data Leadership
Not implementing a Robust, Programmatic Means of
Developing Shared Data
Not Aligning The Data Program with IT Projects
Failing to Adequately Manage Expectations
Not Sequencing Data 

Strategy Implementation
Failing To Address 

Cultural And Change 

Management Challenges
Not Understanding Data-Centric Thinking
Lacking Qualified Data Leadership
Not implementing a Robust, Programmatic Means of
Developing Shared Data
Not Aligning The Data Program with IT Projects
Failing to Adequately Manage Expectations
Not Sequencing Data 

Strategy Implementation
Failing To Address 

Cultural And Change 

Management Challenges
!49Copyright 2019 by Data Blueprint Slide #
Exorcising the Seven Deadly Data Sins
g	Data-
ng
Lacking	Qualified	Data	
Leadership
Failing	to	Implement	a	
Programmatic	Way	to	
Share	Data
Not	Aligning	the	Data	
Program	with	IT	Projects	
ailing	to	Adequately	
anage	Expectations
Not	Sequencing	Data	
Strategy	Implementation
Not	Addressing	Cultural	
and	Change	
Management	Challenges
2 3 4
5 6 7
Not	Understanding	Data-
Centric	Thinking
Lacking	Qualified	Data	
Leadership
Failing	to	Implement	a	
Programmatic	Way	to	
Share	Data
Not	Aligning	the	Data	
Program	with	IT	Projects	
Failing	to	Adequately	
Manage	Expectations
Not	Sequencing	Data	
Strategy	Implementation
Not	Addressing	Cultural	
and	Change	
Management	Challenges
1 2 3 4
5 6 7
Not	Understanding	Data-
Centric	Thinking
Lacking	Qualified	Data	
Leadership
Failing	to	Implement	a	
Programmatic	Way	to	
Share	Data
Not	Aligning	the	Data	
Program	with	IT	Projects	
Failing	to	Adequately	
Manage	Expectations
Not	Sequencing	Data	
Strategy	Implementation
Not	Addressing	Cultural	
and	Change	
Management	Challenges
1 2 3 4
5 6 7t	Understanding	Data-
Centric	Thinking
Lacking	Qualified	Data	
Leadership
Failing	to	Implement	a	
Programmatic	Way	to	
Share	Data
Not	Aligning	the	Data	
Program	with	IT	Projects	
Failing	to	Adequately	
Manage	Expectations
Not	Sequencing	Data	
Strategy	Implementation
Not	Addressing	Cultural	
and	Change	
Management	Challenges
1 2 3 4
5 6 7
acking	Qualified	Data	
Leadership
Failing	to	Implement	a	
Programmatic	Way	to	
Share	Data
Not	Aligning	the	Data	
Program	with	IT	Projects	
ately	
tions
Not	Sequencing	Data	
Strategy	Implementation
Not	Addressing	Cultural	
and	Change	
Management	Challenges
2 3 4
6 7
Not	Understanding	Data-
Centric	Thinking
Lacking	Qualified	Data	
Leadership
Failing	to	Implement	a	
Programmatic	Way	to	
Share	Data
Not	Aligning	the	Data	
Program	with	IT	Projects	
Failing	to	Adequately	
Manage	Expectations
Not	Sequencing	Data	
Strategy	Implementation
Not	Addressing	Cultural	
and	Change	
Management	Challenges
1 2 3 4
5 6 7
Not	Understanding	Data-
Centric	Thinking
Lacking	Qualified	Data	
Leadership
Failing	to	Implement	a	
Programmatic	Way	to	
Share	Data
Not	Aligning	the	Data	
Program	with	IT	Projects	
Failing	to	Adequately	
Manage	Expectations
Not	Sequencing	Data	
Strategy	Implementation
Not	Addressing	Cultural	
and	Change	
Management	Challenges
1 2 3 4
5 6 7
Introducing The Data Doctrine
Copyright 2019 by Data Blueprint Slide #
!50
http://www.thedatadoctrine.com
!51Copyright 2019 by Data Blueprint Slide #
• A data strategy specifies how data assets are to be used to
support the organizational strategy
– What is strategy?
– What is a data strategy?
– How do they work together?
• A data strategy is necessary for effective data governance
– Improve your organization’s data
– Improve the way people use their data
– Improving how people use data to support their organizational strategy
• Effective Data Strategy Prerequisites
– Lack of organizational readiness
– Failure to compensate for the lack of data competencies
– Eliminating the barriers to leveraging data,

the seven deadly data sins
• Data Strategy Development Phase II–Iterations
– Lather, rinse, repeat
– A balanced approach is required
• Q&A
Data Strategy Best Practices
!52Copyright 2019 by Data Blueprint Slide #
• A data strategy specifies how data assets are to be used to
support the organizational strategy
– What is strategy?
– What is a data strategy?
– How do they work together?
• A data strategy is necessary for effective data governance
– Improve your organization’s data
– Improve the way people use their data
– Improving how people use data to support their organizational strategy
• Effective Data Strategy Prerequisites
– Lack of organizational readiness
– Failure to compensate for the lack of data competencies
– Eliminating the barriers to leveraging data,

the seven deadly data sins
• Data Strategy Development Phase II–Iterations
– Lather, rinse, repeat
– A balanced approach is required
• Q&A
Data Strategy Best Practices
!53Copyright 2019 by Data Blueprint Slide #
Data Strategy
Data Strategy is Implemented in 2 Phases
Phase I-Prerequisites
1) Prepare for dramatic change and determined how to do the work
2) Recruit a qualified, knowledgeable enterprise data executive 

(and other qualified talent)
3) Eliminate the Seven Deadly Data Sins
Phase II-Iterations (Lather, Rinse, Repeat)
You
are
here
1) Identify the primary constraint keeping data from fully supporting strategy
2) Exploit organizational efforts to remove this constraint
3) Subordinate everything else to this exploitation decision
4) Elevate the data constraint
5) Repeat the above steps to address the new constraint
!54Copyright 2019 by Data Blueprint Slide #
The Goal
• A management paradigm that views any 

manageable system as being limited in 

achieving more of its goals by a small 

number of constraints(Eliyahu M. Goldratt)
• There is always at least one constraint, and 

TOC uses a focusing process to identify the constraint and
restructure the rest of the organization to address it
• TOC adopts the common idiom "a
chain is no stronger than its
weakest link," processes,
organizations, etc., are vulnerable
because the weakest component
can damage or break them or at
least adversely affect the outcome
!55Copyright 2019 by Data Blueprint Slide #
https://en.wikipedia.org/wiki/Theory_of_constraints
(TOC)
Theory of Constraints - Generic
!56Copyright 2019 by Data Blueprint Slide #
Identify the current constraints,
the components of the system
limiting goal realization
Make quick
improvements
to the constraint
using existing
resources
Review other activities in the process facilitate proper alignment and support of constraint
If the constraint
persists, identify other
actions to eliminate
the constraint
Repeat until the
constraint is
eliminated
Alleviate
Theory of Constraints at work 

improving your data
!57Copyright 2019 by Data Blueprint Slide #
In your analysis of how
organization data can best
support organizational strategy
one thing is blocking you most -
identify it!
Try to fix it
rapidly with out
restructuring
(correct it
operationally)
Improve existing data evolution activities to ensure singular focus on the current objective
Restructure to
address constraint
Repeat until data
better supports
strategy
Alleviate
Data Strategy Framework (Part 2)
!58Copyright 2019 by Data Blueprint Slide #
• Benefits & Success Criteria
• Capability Targets
• Solution Architecture
• Organizational Development
Solution
• Leadership & Planning
• Project Dev. & Execution
• Cultural Readiness
Road Map
• Organization Mission
• Strategy & Objectives
• Organizational Structures
• Performance Measures
Business Needs
• Organizational / Readiness
• Business Processes
• Data Management Practices
• Data Assets
• Technology Assets
Current State
• Business Value Targets
• Capability Targets
• Tactics
• Data Strategy Vision
Strategic Data Imperatives
Business
Needs
Existing
Capabilities
ExecutionBusiness
Value
New
Capabilities
Upcoming Events
January NYC Visit:
Your Data Strategy
January 17, 2019 @ 9:00 AM ET 

https://damany.starchapter.com/meet-reg1.php?id=102 (free for members $20 non-members)
February Webinar:
Data Architecture versus Data Modeling
February 12, 2019 @ 2:00 PM ET
March Webinar:

Reference & Master Data Management - Unlocking Business Value

March 12, 2019 @ 2:00 PM ET
Enterprise Data World

How I Learned to Stop Worrying & Love My Data Warehouse

Sunday, 3/17/2019 @ 1:30 PM ET
Data Management Brain Drain
Thursday, 3/21/2019 @ 8:30 AM ET
Sign up for webinars at: 

www.datablueprint.com/webinar-schedule or www.dataversity.net
!59Copyright 2019 by Data Blueprint Slide #
Brought to you by:
Questions?
+ =
!60Copyright 2019 by Data Blueprint Slide #
It’s your turn!
Use the chat
feature or Twitter
(#dataed) to submit
your questions now!
10124 W. Broad Street, Suite C
Glen Allen, Virginia 23060
804.521.4056
Copyright 2019 by Data Blueprint Slide # !61

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DataEd Slides: Data Strategy Best Practices

  • 1. Data Strategy Best Practices Your data strategy should be concise, actionable, and understandable by business and IT! Copyright 2019 by Data Blueprint Slide # !1 Peter Aiken, Ph.D. • DAMA International President 2009-2013 / 2018 • DAMA International Achievement Award 2001 
 (with Dr. E. F. "Ted" Codd • DAMA International Community Award 2005 Copyright 2019 by Data Blueprint Slide # !2 Peter Aiken, Ph.D. • I've been doing this a long time • My work is recognized as useful • Associate Professor of IS (vcu.edu) • Founder, Data Blueprint (datablueprint.com) • DAMA International (dama.org) • 10 books and dozens of articles • Experienced w/ 500+ data management practices worldwide • Multi-year immersions – US DoD (DISA/Army/Marines/DLA) – Nokia – Deutsche Bank – Wells Fargo – Walmart – … PETER AIKEN WITH JUANITA BILLINGS FOREWORD BY JOHN BOTTEGA MONETIZING DATA MANAGEMENT Unlocking the Value in Your Organization’s Most Important Asset.
  • 2. 1Infogix Confidential Copyright 2018Infogix Confidential Copyright 2018 Dataversity Data Strategy Best Practices January 8, 2019
  • 3. 2Infogix Confidential Copyright 2018 Matt Guschwan, Ph.D. • Data Strategy Consultant Intro
  • 4. 3Infogix Confidential Copyright 2018 • Portfolio Approach • Central Office of Data • Startup and scale • Investments into People, Process & Technology • Data connects P, P & T ROI Mandate D a t a S t r a t e g y B e s t P r a c t i c e s
  • 5. 4Infogix Confidential Copyright 2018Infogix Confidential Copyright 2018 Enjoy the Presentation! Contact: Matt Guschwan mguschwan@infogix.com
  • 6. Best Practices !3Copyright 2019 by Data Blueprint Slide # A best practice is a method or technique that has been generally accepted as superior to any alternatives because it: 1. produces results that are superior to those achieved by other means or 2. because it has become a standard way of doing things, e.g., a standard way of complying with legal or ethical requirements. !4Copyright 2019 by Data Blueprint Slide # • A data strategy specifies how data assets are to be used to support the organizational strategy – What is strategy? – What is a data strategy? – How do they work together? • A data strategy is necessary for effective data governance – Improve your organization’s data – Improve the way people use their data – Improving how people use data to support their organizational strategy • Effective Data Strategy Prerequisites – Lack of organizational readiness – Failure to compensate for the lack of data competencies – Eliminating the barriers to leveraging data,
 the seven deadly data sins • Data Strategy Development Phase II–Iterations – Lather, rinse, repeat – A balanced approach is required • Q&A Data Strategy Best Practices
  • 7. What is a Strategy? !5Copyright 2019 by Data Blueprint Slide # • Current use derived from military • “a pattern in a stream of decisions” [Henry Mintzberg] Former Walmart Business Strategy !6Copyright 2019 by Data Blueprint Slide # Every Day Low Price
  • 8. Wayne Gretzky’s
 Definition of Strategy !7Copyright 2019 by Data Blueprint Slide # He skates to where he 
 thinks the puck will be ... Strategy in Action: Napoleon defeats a larger enemy • Question? – How do I defeat the competition when their forces are bigger than mine? • Answer: – Divide 
 and 
 conquer! – “a pattern 
 in a stream 
 of decisions” !8Copyright 2019 by Data Blueprint Slide #
  • 9. !9Copyright 2019 by Data Blueprint Slide # SupplyLineMetadata
 (aspartofadivideandconquerstrategy) First Divide !10Copyright 2019 by Data Blueprint Slide #
  • 10. Then Conquer !11Copyright 2019 by Data Blueprint Slide # Complex Strategy • First – Hit both armies hard at just the right spot • Then – Turn right and defeat the Prussians • Then – Turn left and defeat the British !12Copyright 2019 by Data Blueprint Slide # W hile someone else is shooting at you!
  • 11. !13Copyright 2019 by Data Blueprint Slide # • The highest level data guidance available to an 
 organization, ... • ... focusing data-related activities on articulated data goal achievements and ... • ... providing directional but specific guidance when faced with a stream of decisions or uncertainties about organizational data assets and their application toward business objectives Your Data Strategy Strategy that winds up only on a shelf is not useful !14Copyright 2019 by Data Blueprint Slide # Data
 Strategy
  • 12. Strategy provides context for the guidance !15Copyright 2019 by Data Blueprint Slide # Managing Data with Guidance Managing Data with Guidance • How should data be used and in which business processes? • How is data shared among users, divisions, geographies and partners? • What processes and 
 procedures allow for 
 data to be changed? • Who manages 
 approval processes? • What processes 
 ensure compliance? • Most importantly, in 
 what order should I 
 approach the above list? !16Copyright 2019 by Data Blueprint Slide #
  • 13. !17Copyright 2019 by Data Blueprint Slide # Organizational
 Strategy Data Strategy IT Projects Organizational Operations Data Governance Data Strategy and Data Governance in Context Data asset support for 
 organizational strategy What the data assets do to support strategy How well the data strategy is working Operational feedback How data is delivered by IT How IT supports strategy Other aspects of organizational strategy Data Strategy in Context !18Copyright 2019 by Data Blueprint Slide # Organizational
 Strategy IT Strategy Data Strategy
  • 14. Organizational
 Strategy IT Strategy Data Strategy This is wrong! !19Copyright 2019 by Data Blueprint Slide # Organizational
 Strategy IT Strategy Data Strategy Organizational
 Strategy IT Strategy This is correct … !20Copyright 2019 by Data Blueprint Slide # Data Strategy
  • 15. Strategy provides context for the guidance !15Copyright 2019 by Data Blueprint Slide # Managing Data with Guidance Managing Data with Guidance • How should data be used and in which business processes? • How is data shared among users, divisions, geographies and partners? • What processes and 
 procedures allow for 
 data to be changed? • Who manages 
 approval processes? • What processes 
 ensure compliance? • Most importantly, in 
 what order should I 
 approach the above list? !16Copyright 2019 by Data Blueprint Slide #
  • 16. Organizational Assets • Cash & other financial instruments • Real property • Inventory • Intellectual Property • Human – Knowledge – Skills – Abilities • Financial • Organizational reputation • Good will • Brand name • Data!!! !23Copyright 2019 by Data Blueprint Slide # Separating the Wheat from the Chaff • Data that is better organized increases 
 in value • Poor data management practices are costing organizations money/time/effort • 80% of organizational data is ROT – Redundant – Obsolete – Trivial !24Copyright 2019 by Data Blueprint Slide # Incomplete
  • 17. Data Assets Win! Data 
 Assets Financial 
 Assets Real
 Estate Assets Inventory Assets Non- depletable Available for subsequent use Can be 
 used up Can be 
 used up Non- degrading √ √ Can degrade
 over time Can degrade
 over time Durable Non-taxed √ √ Strategic Asset √ √ √ √ Data Assets Win! • Today, data is the most powerful, yet underutilized and poorly managed organizational asset • Data is your – Sole – Non-depletable – Non-degrading – Durable – Strategic • Asset – Data is the new oil! – Data is the new (s)oil! – Data is the new bacon! • As such, data deserves: – It's own strategy – Attention on par with similar organizational assets – Professional ministration to make up for past neglect !25Copyright 2019 by Data Blueprint Slide # Asset: A resource controlled by the organization as a result of past events or transactions and from which future economic benefits are expected to flow [Wikipedia] !26Copyright 2019 by Data Blueprint Slide # Organizational
 Strategy Data Strategy IT Projects Organizational Operations Data Governance Data Strategy and Data Governance in Context Data asset support for 
 organizational strategy What the data assets do to support strategy How well the data strategy is working Operational feedback How data is delivered by IT How IT supports strategy Other aspects of organizational strategy
  • 18. !27Copyright 2019 by Data Blueprint Slide # Data Strategy Data Governance Data Strategy & Data Governance What the data assets do to support strategy
 How well the data strategy is working
 (Business Goals) (Metadata) Reasons for a Data Strategy !28Copyright 2019 by Data Blueprint Slide # Improve your organization’s data Improve the way your people use its data Improve the way your data and your people support your organizational strategy • Because data points to where valuable things are located • Because data has intrinsic value by itself • Because data 
 has inherent combinatorial value • Valuing Data – Use data to measure change – Use data to manage change – Use data to motivate change
 
 
 
 • Creating a competitive advantage with data
  • 19. • Old model – Sell jet engines • New model – Sell hours of thrust power – Power-by-the-hour – No payment for down time – Wing to wing – When was it invented? What did Rolls Royce Learn !29Copyright 2019 by Data Blueprint Slide # from Nascar? !30Copyright 2019 by Data Blueprint Slide # • A data strategy specifies how data assets are to be used to support the organizational strategy – What is strategy? – What is a data strategy? – How do they work together? • A data strategy is necessary for effective data governance – Improve your organization’s data – Improve the way people use their data – Improving how people use data to support their organizational strategy • Effective Data Strategy Prerequisites – Lack of organizational readiness – Failure to compensate for the lack of data competencies – Eliminating the barriers to leveraging data,
 the seven deadly data sins • Data Strategy Development Phase II–Iterations – Lather, rinse, repeat – A balanced approach is required • Q&A Data Strategy Best Practices
  • 20. !31Copyright 2019 by Data Blueprint Slide # Data Strategy Data Strategy is Implemented in 2 Phases What the data assets do to support strategy Phase I-Prerequisites 1) Prepare for dramatic change and determine how to do the work 2) Recruit a qualified, knowledgeable enterprise data executive (and other qualified talent) 3) Eliminate the Seven Deadly Data Sins Phase II-Iterations (Lather, Rinse, Repeat) !32Copyright 2019 by Data Blueprint Slide # Data Strategy Data Strategy is Implemented in 2 Phases What the data assets do to support strategy Phase I-Prerequisites 1) Prepare for dramatic change and determine how to do the work 2) Recruit a qualified, knowledgeable enterprise data executive (and other qualified talent) 3) Eliminate the Seven Deadly Data Sins Phase II-Iterations (Lather, Rinse, Repeat)
  • 21. !33Copyright 2017 by Data Blueprint Slide # CIOs aren't !34Copyright 2019 by Data Blueprint Slide # Credit: Image credit: Matt Vickers
  • 22. Change the status quo! • Keep in mind that the appointment of a CDO typically comes from a high-level decision. In practice, it can trigger an array of problematic reactions within the organization including: – Confusion, – Uncertainty, – Doubt, – Resentment and – Resistance. • CDOs need to rise to the challenge of changing the status quo if they expect to lead the business in making data a strategic asset. – from What Chief Data Officers Need to Do to Succeed by Mario Faria !35Copyright 2019 by Data Blueprint Slide # Change Management & Leadership !36Copyright 2019 by Data Blueprint Slide #
  • 23. Diagnosing Organizational Readiness !37Copyright 2019 by Data Blueprint Slide # adapted from the Managing Complex Change model by Dr. Mary Lippitt, 1987 Culture is the biggest impediment to a 
 shift in organizational thinking about data! QR Code for PeterStudy • Free Case Study Download• Free Case Study Download – http://dl.acm.org/citation.cfm?doid=2888577.2893482
 
 or 
 
 http://tinyurl.com/PeterStudy 
 
 or scan the QR Code at the right !38Copyright 2019 by Data Blueprint Slide #
  • 24. !31Copyright 2019 by Data Blueprint Slide # Data Strategy Data Strategy is Implemented in 2 Phases What the data assets do to support strategy Phase I-Prerequisites 1) Prepare for dramatic change and determine how to do the work 2) Recruit a qualified, knowledgeable enterprise data executive (and other qualified talent) 3) Eliminate the Seven Deadly Data Sins Phase II-Iterations (Lather, Rinse, Repeat) !32Copyright 2019 by Data Blueprint Slide # Data Strategy Data Strategy is Implemented in 2 Phases What the data assets do to support strategy Phase I-Prerequisites 1) Prepare for dramatic change and determine how to do the work 2) Recruit a qualified, knowledgeable enterprise data executive (and other qualified talent) 3) Eliminate the Seven Deadly Data Sins Phase II-Iterations (Lather, Rinse, Repeat)
  • 25. What do we teach knowledge workers about data? !41Copyright 2019 by Data Blueprint Slide # What percentage of the deal with it daily? What do we teach IT professionals about data? !42Copyright 2019 by Data Blueprint Slide # • 1 course – How to build a new database • What impressions do IT professionals get from this education? – Data is a technical skill that is needed when developing new databases • If we are migrating databases, we are not creating new databases and we don't need organizational data management knowledge, skills, and abilities (KSAs). • If we are implementing a new software package, we are not creating a new database and therefore we do not need data management KSAs. • If we are installing an enterprise resource package (ERP), we are not creating a new database and therefore we do not need data management KSAs.
  • 26. Put simply, organizations: !43Copyright 2019 by Data Blueprint Slide # • Have little idea what data they have • Do not know where it is (and) • Do not know what their knowledge workers do with it Bad Data Decisions Spiral !44Copyright 2019 by Data Blueprint Slide # Bad data decisions Technical deci- sion makers are not data knowledgable Business decision makers are not data knowledgable Poor organizational outcomes Poor treatment of organizational data assets Poor
 quality
 data
  • 27. Hiring Panels Are Often Not Qualified to Help !45Copyright 2019 by Data Blueprint Slide # The Enterprise Data Executive Takes One for the Team !46Copyright 2019 by Data Blueprint Slide #
  • 28. !47Copyright 2019 by Data Blueprint Slide # Data Strategy Data Strategy is Implemented in 2 Phases What the data assets do to support strategy Phase I-Prerequisites 1) Prepare for dramatic change and determine how to do the work 2) Recruit a qualified, knowledgeable enterprise data executive (and other qualified talent) 3) Eliminate the Seven Deadly Data Sins Phase II-Iterations (Lather, Rinse, Repeat) !48Copyright 2019 by Data Blueprint Slide #
  • 29. Not Understanding Data-Centric Thinking Lacking Qualified Data Leadership Not implementing a Robust, Programmatic Means of Developing Shared Data Not Aligning The Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data 
 Strategy Implementation Failing To Address 
 Cultural And Change 
 Management Challenges Not Understanding Data-Centric Thinking Lacking Qualified Data Leadership Not implementing a Robust, Programmatic Means of Developing Shared Data Not Aligning The Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data 
 Strategy Implementation Failing To Address 
 Cultural And Change 
 Management Challenges Not Understanding Data-Centric Thinking Lacking Qualified Data Leadership Not implementing a Robust, Programmatic Means of Developing Shared Data Not Aligning The Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data 
 Strategy Implementation Failing To Address 
 Cultural And Change 
 Management Challenges Not Understanding Data-Centric Thinking Lacking Qualified Data Leadership Not implementing a Robust, Programmatic Means of Developing Shared Data Not Aligning The Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data 
 Strategy Implementation Failing To Address 
 Cultural And Change 
 Management Challenges Not Understanding Data-Centric Thinking Lacking Qualified Data Leadership Not implementing a Robust, Programmatic Means of Developing Shared Data Not Aligning The Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data 
 Strategy Implementation Failing To Address 
 Cultural And Change 
 Management Challenges Not Understanding Data-Centric Thinking Lacking Qualified Data Leadership Not implementing a Robust, Programmatic Means of Developing Shared Data Not Aligning The Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data 
 Strategy Implementation Failing To Address 
 Cultural And Change 
 Management Challenges Not Understanding Data-Centric Thinking Lacking Qualified Data Leadership Not implementing a Robust, Programmatic Means of Developing Shared Data Not Aligning The Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data 
 Strategy Implementation Failing To Address 
 Cultural And Change 
 Management Challenges !49Copyright 2019 by Data Blueprint Slide # Exorcising the Seven Deadly Data Sins g Data- ng Lacking Qualified Data Leadership Failing to Implement a Programmatic Way to Share Data Not Aligning the Data Program with IT Projects ailing to Adequately anage Expectations Not Sequencing Data Strategy Implementation Not Addressing Cultural and Change Management Challenges 2 3 4 5 6 7 Not Understanding Data- Centric Thinking Lacking Qualified Data Leadership Failing to Implement a Programmatic Way to Share Data Not Aligning the Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data Strategy Implementation Not Addressing Cultural and Change Management Challenges 1 2 3 4 5 6 7 Not Understanding Data- Centric Thinking Lacking Qualified Data Leadership Failing to Implement a Programmatic Way to Share Data Not Aligning the Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data Strategy Implementation Not Addressing Cultural and Change Management Challenges 1 2 3 4 5 6 7t Understanding Data- Centric Thinking Lacking Qualified Data Leadership Failing to Implement a Programmatic Way to Share Data Not Aligning the Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data Strategy Implementation Not Addressing Cultural and Change Management Challenges 1 2 3 4 5 6 7 acking Qualified Data Leadership Failing to Implement a Programmatic Way to Share Data Not Aligning the Data Program with IT Projects ately tions Not Sequencing Data Strategy Implementation Not Addressing Cultural and Change Management Challenges 2 3 4 6 7 Not Understanding Data- Centric Thinking Lacking Qualified Data Leadership Failing to Implement a Programmatic Way to Share Data Not Aligning the Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data Strategy Implementation Not Addressing Cultural and Change Management Challenges 1 2 3 4 5 6 7 Not Understanding Data- Centric Thinking Lacking Qualified Data Leadership Failing to Implement a Programmatic Way to Share Data Not Aligning the Data Program with IT Projects Failing to Adequately Manage Expectations Not Sequencing Data Strategy Implementation Not Addressing Cultural and Change Management Challenges 1 2 3 4 5 6 7 Introducing The Data Doctrine Copyright 2019 by Data Blueprint Slide # !50 http://www.thedatadoctrine.com
  • 30. !51Copyright 2019 by Data Blueprint Slide # • A data strategy specifies how data assets are to be used to support the organizational strategy – What is strategy? – What is a data strategy? – How do they work together? • A data strategy is necessary for effective data governance – Improve your organization’s data – Improve the way people use their data – Improving how people use data to support their organizational strategy • Effective Data Strategy Prerequisites – Lack of organizational readiness – Failure to compensate for the lack of data competencies – Eliminating the barriers to leveraging data,
 the seven deadly data sins • Data Strategy Development Phase II–Iterations – Lather, rinse, repeat – A balanced approach is required • Q&A Data Strategy Best Practices !52Copyright 2019 by Data Blueprint Slide # • A data strategy specifies how data assets are to be used to support the organizational strategy – What is strategy? – What is a data strategy? – How do they work together? • A data strategy is necessary for effective data governance – Improve your organization’s data – Improve the way people use their data – Improving how people use data to support their organizational strategy • Effective Data Strategy Prerequisites – Lack of organizational readiness – Failure to compensate for the lack of data competencies – Eliminating the barriers to leveraging data,
 the seven deadly data sins • Data Strategy Development Phase II–Iterations – Lather, rinse, repeat – A balanced approach is required • Q&A Data Strategy Best Practices
  • 31. !53Copyright 2019 by Data Blueprint Slide # Data Strategy Data Strategy is Implemented in 2 Phases Phase I-Prerequisites 1) Prepare for dramatic change and determined how to do the work 2) Recruit a qualified, knowledgeable enterprise data executive 
 (and other qualified talent) 3) Eliminate the Seven Deadly Data Sins Phase II-Iterations (Lather, Rinse, Repeat) You are here 1) Identify the primary constraint keeping data from fully supporting strategy 2) Exploit organizational efforts to remove this constraint 3) Subordinate everything else to this exploitation decision 4) Elevate the data constraint 5) Repeat the above steps to address the new constraint !54Copyright 2019 by Data Blueprint Slide # The Goal
  • 32. • A management paradigm that views any 
 manageable system as being limited in 
 achieving more of its goals by a small 
 number of constraints(Eliyahu M. Goldratt) • There is always at least one constraint, and 
 TOC uses a focusing process to identify the constraint and restructure the rest of the organization to address it • TOC adopts the common idiom "a chain is no stronger than its weakest link," processes, organizations, etc., are vulnerable because the weakest component can damage or break them or at least adversely affect the outcome !55Copyright 2019 by Data Blueprint Slide # https://en.wikipedia.org/wiki/Theory_of_constraints (TOC) Theory of Constraints - Generic !56Copyright 2019 by Data Blueprint Slide # Identify the current constraints, the components of the system limiting goal realization Make quick improvements to the constraint using existing resources Review other activities in the process facilitate proper alignment and support of constraint If the constraint persists, identify other actions to eliminate the constraint Repeat until the constraint is eliminated Alleviate
  • 33. Theory of Constraints at work 
 improving your data !57Copyright 2019 by Data Blueprint Slide # In your analysis of how organization data can best support organizational strategy one thing is blocking you most - identify it! Try to fix it rapidly with out restructuring (correct it operationally) Improve existing data evolution activities to ensure singular focus on the current objective Restructure to address constraint Repeat until data better supports strategy Alleviate Data Strategy Framework (Part 2) !58Copyright 2019 by Data Blueprint Slide # • Benefits & Success Criteria • Capability Targets • Solution Architecture • Organizational Development Solution • Leadership & Planning • Project Dev. & Execution • Cultural Readiness Road Map • Organization Mission • Strategy & Objectives • Organizational Structures • Performance Measures Business Needs • Organizational / Readiness • Business Processes • Data Management Practices • Data Assets • Technology Assets Current State • Business Value Targets • Capability Targets • Tactics • Data Strategy Vision Strategic Data Imperatives Business Needs Existing Capabilities ExecutionBusiness Value New Capabilities
  • 34. Upcoming Events January NYC Visit: Your Data Strategy January 17, 2019 @ 9:00 AM ET 
 https://damany.starchapter.com/meet-reg1.php?id=102 (free for members $20 non-members) February Webinar: Data Architecture versus Data Modeling February 12, 2019 @ 2:00 PM ET March Webinar:
 Reference & Master Data Management - Unlocking Business Value
 March 12, 2019 @ 2:00 PM ET Enterprise Data World
 How I Learned to Stop Worrying & Love My Data Warehouse
 Sunday, 3/17/2019 @ 1:30 PM ET Data Management Brain Drain Thursday, 3/21/2019 @ 8:30 AM ET Sign up for webinars at: 
 www.datablueprint.com/webinar-schedule or www.dataversity.net !59Copyright 2019 by Data Blueprint Slide # Brought to you by: Questions? + = !60Copyright 2019 by Data Blueprint Slide # It’s your turn! Use the chat feature or Twitter (#dataed) to submit your questions now!
  • 35. 10124 W. Broad Street, Suite C Glen Allen, Virginia 23060 804.521.4056 Copyright 2019 by Data Blueprint Slide # !61