Earley Executive Roundtable - Building a Digital Transformation Roadmap

Copyright © 2015 Earley Information Science1
Building a Digital
Transformation Roadmap
Copyright © 2015 Earley Information Science
Seth Earley
Paul Wlodarczyk
Dave Zwicker
Earley Information Science
Click to view the recording
of this webinar

Today’s Agenda
• Welcome & Housekeeping
– Session duration & questions
– Session recording & materials
– Take the survey!
• Key Issues & Considerations
– Dave Zwicker, CMO
Earley Information Science (@davezwicker)
• The Panelist Point of View
– Seth Earley, CEO,
Earley Information Science (@sethearley)
– Paul Wlodarczyk, VP, Client Services
Earley Information Science (@twitcontentguy)
• Expert Panel Discussion
• Questions & Answers
• Join the conversation: #earleyroundtable

Don't miss CMSWire's DX Summit 2015 —
a new event for marketing and technology
leaders who are defining the next
generation of digital customer experiences.
Visit DXSummit.com for the agenda,
speaking opportunities and registration
information.

Workshop: Assess Your Organization's Digital Maturity and Build the Right
Digital Marketing Roadmap
Today’s marketer is faced with an overwhelming number of choices and must
bring together numerous disciplines to best serve the customer and realize
meaningful business impact. This workshop will walk participants through the
various maturity stages in each of these areas and provide a framework for
assessing their organizations. The resulting maturity model will be applied to
identifying areas for investment that offer the greatest return and to developing
a comprehensive enterprise roadmap to guide future digital marketing
initiatives.
Seth Earley’s workshop Monday Nov 2

Case Study: Aligning MarTech with the Customer Journey (Ballroom)
Most marketers are familiar with the infographics that show hundreds or
thousands of technologies that can be considered part of the
ecommerce and digital experience ecosystem. These graphical
inventories of vendors and technologies primarily serve to scare and
intimidate business people and overwhelm the IT organization. Walk
through a case study of a manufacturer of motorsports vehicles facing
a technology revamp that impacted every aspect of marketing and
sales.
Seth Earley’s session Wednesday Nov 4th

Building a Digital Transformation Roadmap

Digital Transformation is About Customer Focus
The realignment of, or new
investment in, technology
and business models to more
effectively engage digital
customers at every
touchpoint in the customer
experience lifecycle.
Altimeter Group
The State of Digital
Transformation

PUTTING IT ALL TOGETHER

• Defining your digital vision and strategy
• Building an information architecture foundation
• Integrating data silos and information systems
• Managing change and organizational alignment
• Realizing “quick wins” that show business impact
Key Issues and Considerations

POLL
How would you describe your organization’s digital
transformation activities?

Panelist Points of View

Seth Earley - Biography
Seth Earley
CEO and Founder
• Over 20 years experience in data science and technology, content and knowledge
management systems, background in sciences (chemistry)
• Current work in cognitive computing, knowledge and data management systems, taxonomy,
ontology and metadata governance strategies
• Co-author of Practical Knowledge Management from IBM Press
• Editor of Data Analytics Department IEEE IT Professional Magazine
• Member of Editorial Board Journal of Applied Marketing Analytics
• Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology
Council Metadata Project Committee
• Founder of the Boston Knowledge Management Forum
• Former adjunct professor at Northeastern University
• Guest speaker for US Strategic Command briefing on knowledge networks
• AIIM Master Trainer – Information Organization and Access
• Course Developer & Master Instructor for Enterprise IA and Semantic Search
• Long history of industry education and research in emerging fields

• Why Digital Transformation is an Imperative
• Getting Ahead of the Foundational Issues
• Understanding Your Digital Maturity
Seth Earley - Point of View

Key Industry Trends
E-business Transformation
• Late 90’s to early 10’s
• Removal of paper from processes
• Web functionality and front ends
• Emergence of web services
• Flattening of organizations
• Emerging communities and collaboration
• Siloes of functionality
• Purpose built tools
Digital Transformation
• Late 00’s to current
• Shifting of control to customer
• Social media growth and specialization
• Cross functional, enterprise view
• Omnichannel, personalized, contextualized
experience
• Emergence of cognitive applications
• Value chain disruption through distributed,
connected intelligent devices (Internet of
things)

• Increasing complexity of digital
engagement ecosystem
• Marketing driving customer
experience
• Faster clock speeds/agile
approaches incurring
significant technological debt
• Lack of funding/organizational
attention to enterprise
architecture, governance and
data quality
Key Industry Trends

Digital Transformation Fragmentation
Customer ExperienceDigital Commerce
Digital Marketing
Customer Support
Mobile Engagement
BI/Analytics

Unified Digital Transformation
Customer Experience
Digital CommerceDigital Marketing Customer Support Mobile EngagementLogistics/ Distribution
Unified Enterprise Digital Strategy, Architecture and Framework

• Multiple, sometimes misaligned efforts
• Imperatives driven by fear of missing out rather than identified
business need
• Many parts of the organization are implementing technologies
with a narrow scope of application and process architectures
• Out of control cloud based tools leading to data fragmentation
• Lack of clear metrics to monitor ROI and long term progress
Digital Fragmentation

Measuring here
(macro level -
outcomes)
Measuring here
(micro level - effects)
Data Sources
Working here
(product data,
taxonomy, search,
on-boarding
workflow, etc.)
Enterprise Strategy
Business Unit Objectives
Market Share
Time to market Wallet Share
Business Processes
Attrition programs Customer Satisfaction
CRM
Data Hygiene
Attribute Fill
Rates
Processes enable
objectives
LINKAGE
New accounts
Revenue Growth
Data supports (and
measures) processes
Objectives align with
strategy
Tracking DT Progress through
Multiple Tiers of Metrics
CEO: “Show me how web content will increase revenue.”
Conversions
Data Scorecards
Process Scorecards
Business Outcome Scorecards
Reference Data
Consistency

• Organizational habits,
processes, governance,
architecture change slowly
• Immature supporting
processes cannot keep pace
with tool capabilities
• Large scale technology
programs without executive
understanding of downstream
costs and impact
Currency of Technology vs
Ability to Absorb Change
Need to align roadmap with stages
of organizational maturity

• Clear understanding of digital and
process maturity
• Realistic budgeting of resources for
less visible programs (governance,
training, change management)
• Multiple metrics around progress (from
data to supporting processes to
business outcomes)
• Enterprise view of foundational
architecture
• Quick wins along the way to deal with
EADD (executive attention deficit
disorder)
Improving Chances of Success

POLL
What group is driving digital transformation at your
organization?

Paul Wlodarczyk - Biography
• VP, Client Services & Industrial Practice Lead
• Joined Earley in 2008, with 30 years’ experience in unstructured content lifecycle and
related technologies (search, content management, classification, taxonomy, localization)
• Currently working with enterprises leading digital transformation projects
• Deep product lifecycle experience for high-tech discrete products, software, and batch
process manufacturing, and industry experience in consumer products, life sciences,
energy & water infrastructure, finance, insurance, and aerospace.
• Former CEO of Jorsek Software, makers of the easyDITA XML Content Suite
• Established ECM practices at Xerox Global Services, Blast Radius, and JustSystems
• Sought-after speaker and writer for such industry organizations as AIIM, B2B On-line,
CIDM, ebiz, Intelligent Content, Gartner, Gilbane, KM World, LavaCon, Linked Data,
LISA, MESA, STC, and TechLearn
• MBA, William E. Simon School of Business; BA, University of Rochester (Psychology)
Paul Wlodarczyk
VP, Client Services

Aligning Transformation, Vision & Strategy
Digital success requires
alignment with competitive
strategy.
Value Discipline
• The primary dimension in
which a company competes
from The Discipline of Market Leaders – Treacy & Wiersma (1997)
Customer
Intimacy
Product
Leadership
Value
Discipline
Operational
Excellence

Example: Nordstrom & Customer Intimacy
Nordstrom’s competitive dimension is Customer Intimacy. Nordstrom’s digital capabilities
are tightly integrated with all parts of the business that serve the customer.
This is not a matter of having the best apps, analytics, or social media tools.
Instead, it’s a matter of tending to the details of building integrated digital
capabilities, one at a time, making the right data accessible, and simplifying
processes. Most retailers will struggle to do this because they haven’t architected
their product or customer data for easy access by the new digital capabilities.
Without those core capabilities, integration with and among new digital
capabilities is virtually impossible.
Jeanne W. Ross , director of the Center for Information Systems Research (CISR) at MIT
Sloan School of Management.
Appeared in Harvard Business Review, “Why Nordstrom’s Digital Strategy Works (and
Yours Probably Doesn’t),” January 14, 2015
“
”

Strategies Support the Vision
Vision
Strategy Strategy Strategy Strategy
Guiding Principles

[DIGITAL VISION]
Engage
Drive channel
shift by fully
engaging
customers in the
brand
Optimize
Increase revenue
by offering the
right product, at
the right time, to
the right
customer
Innovate
Create new value
and experiences
which inspire &
solidify loyalty
Operate
Build and run an
efficient, scalable
platform and
supporting
business
processes
Core disciplines integrated through governance:
Drive sustainable digital growth
Example Vision & Strategy
Enterprise Architecture
Apply architecture principles and practices to guide the
organization through transformative change.
Customer Experience
Proactively manage and optimize the customer
experience to deliver on the brand promise.

Aligning Vision, Strategy & Programs
Results
KPIs
Programs

Identifying a Digital Maturity Target
1. Define the Vision &
Strategy
2. Assess the Current
State capabilities
3. Define the Target
State capabilities
4. Chart the Roadmap
Digital Transformation Maturity Model

Key Take-Aways
• Digital Transformation ≠ User Experience ≠ Technology
– UX is just a piece of transformation. Core focus is on enabling
processes
• Platforms & Processes Purpose-built for Digital
– The first Digital Transformation just moved print-based communications
on-line, one silo at a time
– This transformation is about integrated business capabilities
• Think “Digital First”
– What does digital offer that is unique?
– New sources of revenue?
– New customers, markets, or segments? New relationships?

POLL
What is the biggest challenge to overcome?

Your Questions and Answers

• ALTIMETER: The State of Digital Transformation; The Digital Transformation Report
http://www.altimetergroup.com/2014/07/the-2014-state-of-digital-transformation/
http://altimetergroupdigitaltransformation.com/img/dt-report.pdf
• FORRESTER: CIO & CMO Blueprints for Strategy in the Age of the Customer
http://solutions.forrester.com/age-of-the-customer/cio-cmo-strategy-3115Q-3763IK.html
http://solutions.forrester.com/Global/FileLib/Reports/The_CIO's_Blueprint_For_Strategy_In_The_Age_Of_The_Customer.pdf
http://solutions.forrester.com/Global/FileLib/Reports/The_CMO's_Blueprint_For_Strategy_In_The_Age_Of_The_Customer.pdf
• GARTNER: 2015 CEO Survey – Committing to Digital; Powering Customer Experience with the Trusted 360° View
http://www.gartner.com/technology/reprints.do?id=1-
2H9G979&ct=150605&st=sg&mkt_tok=3RkMMJWWfF9wsRolva7Acu/hmjTEU5z17+0oUKKwhokz2EFye+LIHETpodcMSMtjM73YDB
ceEJhqyQJxPr3EJNkNwN1nRhbrDA==
• Michael Treacy & Fred Wiersema: The Discipline of Market Leaders; Customer Intimacy and Other Value Disciplines (HBR)
http://www.amazon.com/The-Discipline-Market-Leaders-Customers/dp/0201407191
https://hbr.org/1993/01/customer-intimacy-and-other-value-disciplines
Suggested Resources

Don't miss CMSWire's DX Summit 2015 —
a new event for marketing and technology
leaders who are defining the next
generation of digital customer experiences.
Visit DXSummit.com for the agenda,
speaking opportunities and registration
information.

Earley Information Science helps
organizations establish a strong
information architecture and content
management foundation
Realize your digital transformation
vision with EIS.
Earley Information Science (EIS)
Information Architects for the Digital Age
Founded – 1994
Headquarters – Boston, MA
www.earley.com
For more info contact:
Dave.Zwicker@earley.com

Earley Executive Roundtable - Building a Digital Transformation Roadmap

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