Every business is now a digital business and those where the full C-Suite understand the benefits of this are those that will be most successful.Executive leadership teams must recognize that the separation between technology and business has vanished, and that understanding and using technologies is now the key to any long lasting success.

2. Do You Operate A Digital Business?
Every
business
is
now
a
digital
business
and
those
where
the
full
C-­‐Suite
understand
the
benefits
of
this
are
those
that
will
be
most
successful.
Execu=ve
leadership
teams
must
recognize
that
the
separa&on
between
technology
and
business
has
vanished,
and
that
understanding
and
using
technologies
is
now
the
key
to
any
long
las=ng
success.

3. Putting Digital Assets Into Context
Digital Has Transformed the Intangible into Tangible Results

4. Economic Transformation

6. The Transformation Is Already In Full Swing
But Many Are Behind
Why The Shift in Valuation to the Intangibles?

11. So, What Are Your Tangible Digital Assets?
• Hardware
• Enterprise Software
• Digital Investments
• ?????

12. What Are Your Intangible Digital Assets?
• Design
• Intent
• Content
• Conversations
• Media
• Experiences
• Engagements
• Innovation
• Relationships
• Strategies
• Reputation
• Patents
• Service
• Integrity
• Culture
• Intellectual
• Human Capital
• Word of Mouth
• Customers
• Suppliers
• Business Model
• Marketing
• Processes
• Technology
• Goodwill
• + 100’s others

13. Organizing The Intangibles

14. Human Capital
u Employees
u Management
u Training
u Philosophy
u Knowledge
u Experience
u Diversity
u Tribal
Behaviors
u Communica@ons
u Engagement
u Trust
u Culture
u Recruitment
u +
100
others

15. Relationship Capital
u Partners
u Customers
u Suppliers
u Media
u Engagements
u Experiences
u Messages
u Public
Rela@ons
u Social
Media
u Connec@ons
u Board
Members
u Trade
Associa@ons
u Communica@ons
u Marke@ng
u +
100
Others

16. Strategic Capital
u Business
Model
u Products
&
Services
u Strategy
u Market
Focus
u Customer
Segments
u Stakeholders
u Shareholders
u Data
Collec@on
u Analy@cs
u Assessments
u Cultural
Acuity
u Market
Sen@ment
u Value
Crea@on
Model
u +
100
Others

17. Structural Capital
u Human
Resources
u Opera@onal
Quality
u Org
Design
u Knowledge
Mngmt
u Process
Defini@on
u Use
of
Technology
u Roles
&
Rules
u Cycle
Times
u Feedback
Loops
u Customer
Oriented
u Flexible
&
Reviewed
u Measured
Data
Effec&veness
u Change
Management
u +
100
others

18. Structured Data: 20%
Unstructured Data: 80 %
The Intangible Value of BIG Data

19. SOC 1 SOC 2
SOC 3 ISO 27001
ISO /IEC 27018
ISO 9001
CMMI

21. The Purpose of Digital Assets
Strategic Capital:
Enables Fulfillment of Organizational Purpose
Structural Capital:
Enables Assets to be Leveraged for Value Creation
Relationship Capital
Creates an Ongoing Attraction to your Brand
Human Capital
Creates Human Connectivity Between your Brand
and the Marketplace

22. How Do We Measure The Value of These Assets?
Rule #1: The Valuation Is Not In the Actual Asset
Rule # 2: The Valuation Is In What You Get From
Enabling The Asset to be Used
Rule #3 Correctly Enabling The Asset for Use Is
Where and How You Get The
Highest Returns

23. Lets Define Enable
Give (someone or something) the authority
or means to do something.
“
Make (a device or system) operational; activate
Enabling people and things is an intangible asset.
Lets look at some real life examples

24. Today, 98% of Target's customers shop digitally,
and three-quarters of them start their experience on a
mobile device.
Chief Strategy and Innovation Officer Casey Carl talks
about engaging and enabling guests wherever they want to
shop, and how mobile became the retailer's new front door
to the store.

25. Adver&sing: Content With U&lity As An Intangible
The Unilever haircare story
All Things Hair YouTube Channel

26. The Results
• #1 Hair Care Youtube
Channel in 5
Countries
• 50 Million Views a
Year
• Double Digital Sales
Growth Year after Year

27. Digital Relevance: An Intangible With a Return
• Of online consumers, 69% agree that
the quality, timing, or relevance of a
company's message influences their
perception of a brand.
• Company’s should be looking at their
share of intent—the percent of time
we are there to answer people's
needs, questions, and wants..
• Take Walgreens, for example. The
retailer built an all-in-one app to
address common points of friction
for its consumers. Walgreens has
seen a 6X increase in spend among
shoppers using their app, as
compared to those who shop without
it.

28. Are Companies Measuring Intent?
Slides Created by Mitch Ballard

29. Why Intentions Matter More Now Than Ever
Intentions are now transparent and because of
digital technology (because effect), intentions
reveal everything for consumers to discern the
issues of the heart.
Because effects are the moments of intent that
define human value and behavior. Because
these moments define a brands understanding
of intent which has never mattered more than
now.

30. What Are The Top Moments of Intent?

31. Enable Convenience

32. This Generation Understands Intangible Value Intuitively

33. Digital Assets Are Transparent
for the World to See and Use.
When They Aren’t Enabled
The Market “Sees” No Intent
to Serve.
Which Means You Lose The
Moment of Intent.

34. Some Companies Simply Can’t See Buyer Intents
For Obvious Reasons
I Hope Yours Isn’t One of Them
Thank You
name@devdigital.com