Slides fra morgenmøde hos Pentia om stratecution og engagement modelling

1. .
Digital Stratecution
Hurtigt i mål med transformation
P E NTIA, JANU AR 2020

2. .
2

3. .
Mads-Peter E.
Jakobsen
mpj@pentia,dk
Business Director,
Digital Strategy and
Experience, Partner
Thomas A.
Eldblom
te@pentia.dk
Chief Technology
Officer, Partner
Kasper Greve
kgr@pentia.dk
Digital rådgiver,
Client Director

4. .
AG E ND A
Stratecution
Outcomes, feedback loops og hurtig eksekvering
Engagement Architecture
Teknologi som brændstof for innovation

5. ..
Stratecution
Outcomes, feedback loops og hurtig eksekvering
MAD S-P E T E R JAK OBSE N , P E NTIA

6. .
1
Outcome i fokus

7. ..

8. ..
Strategisk Feedback Loop
2

9. .

10. .
Processer over kernekompetencer
3

11. .

12. .
Partner and Business Director at Pentia, a digital
consultancy.
Established, staffed and led Digital Strategy and User
Experience departments.
Digital strategic advisor.
Mads-Peter Jakobsen

13. .
1
Outcome i fokus

14. .

15. .
Stratecution?

16. .
StrategyVision + Plan =

17. .
Strategy
Execution

18. .
Strategy
Execution

19. .
Strategy
Execution
Control Adapt

20. .
SAMLEBÅNDET SCRUM
5-ÅRIG STRATEGI OUTCOME
ROADMAP
Strategy
Execution
Control Adapt

21. .
Strategy
Execution
Control Adapt

22. .

23. .
Inkrementel
Innovation
Radikal
Innovation

24. .

25. .
OUTPUT OUTCOME
Det, vi leverer Den forandring, der
drives af leverancen

26. .
OUTPUT
Den faktiske leverance
Hvordan kan vi levere det?
IMPACT
Ændring i system
Hvad vil vi opnå?
OUTCOME
Ændret adfærd hos mennesker
Hvad skal der til, for at opnå det?
Eksempler på ønsket impact
Øget omsætning
Flere gennemførte salg
Øget overskud
Eksempler på ønsket outcome
Få flere mennesker til at besøge
touchpoints
Skabe større engagement gennem indhold
Fastholde kunder
Få bruger til at dele indhold
Få bruger til at tilmelde sig
Eksempler på output
Et website, app, portal eller løsning
Optimerede konverteringsformularer
Dashboards
En rapport / en anbefaling
Impact kan f.eks. måles på
Bundlinje
Antal kunder
Overskudsgrad
Position i markedet
Outcome kan f.eks. måles på
Gennemførte handlinger
Engagement
Konverteringer
Mikro-konverteringer
Output kan f.eks. måles på
Leverance-sikkerhed (tid, pris, scope)
Krav-opfyldelse

27. .
VS
Hvilket problem,
prøver vi at løse?
Løser vi problemet
på effektiv vis?
Kvalitet
RessourcerTid

28. .
VS
Scope
CostTime
Generer flere leads
❖ Hvad kan vi lancere på 2 måneder?
❖ Hvilken værdi kan vi opnå for 200.000kr?
❖ Hvad kan vi lære?
❖ Hvilken værdi kan vi skabe for det
resterende budget?
Byg en kundeportal, der kan
drive leads
❖ Blev der bygget en kundeportal?
❖ Blev vi færdige på 6 måneder?
❖ Kostede den 1mio kr?
Hvilket problem,
prøver vi at løse?
Løser vi problemet
på effektiv vis?

29. .
+

30. .
Flere sidevisninger på indhold om at
blive CO2-neutral
244%
myndigheder og lokale virksomheder
til Carbon Neutrality Summit I Kina
200
Årlige besparelser til yderligere
bæredygtighedsinitiativer
$2.6m
vinder til Danish Digital Awards i
kategorien Brand Impact
Guld
øget brand awareness og 30%
forøget website trafik
47%
er året hvor GE Renewables
bliver CO2-neutral
2020

31. .
Strategisk Feedback Loop
2

32. .

33. .
Moore’s law: processorkraft 1969 - 2019
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
0
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
2015
2017
2019

34. .
Teknologi accelererer
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
20,000,000,000
0
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
2007
2009
2011
2013
2015
2017
2019
Processorkraft
Downloadhastighed
Lagringskapacitet
Energieffektivitet
Antal af publikationer

35. .
Teknologi er brændstof for innovation

36. .
Biometrics

37. .
Zero Interface

38. .
Machine Learning

39. .
Quantum computing

40. .
Generative Adversarial
Networks (AI)

41. .
Strategy
Execution
Control Adapt

42. .
PRODUKTIONENSUPPORT
PRODUKT-
UDVIKLINGPRODUKTET
TRENDS &
TEKNOLOGIER
KUNDERNE
Strategy

43. .

44. .
0%
10%
20%
30%
40%
50%
2009 2010 2011 2012 2013 2014E 2015E 2016E 2017E
Anno 2013 – lukkede postkasser
FK Distribution

45. .
FK Distribution
Spørg brugeren
Hvorfor ønsker du ikke at modtage tilbudsaviser?
Ville du fortsat modtage dem, hvis du selv kunne vælge hvilke
tilbudsaviser du modtog?
”Nej tak”
households
”Ja tak"
households
75%40%

46. .
TEKNOLOGI
En fjernbetjening til din postkasse.
Evnen til at personalisere hvert enkelt omdelt sæt af tilbudsaviser.
FK Distribution

47. .

48. .
app
downloads
konverteringsrate ved
signup
Op til
2.5 M
ugentlige læsningerNT+ husstande
App-brugere
månedligt
FK Distribution

49. .
PRODUKTIONENSUPPORT
PRODUKT-
UDVIKLINGPRODUKTET
TRENDS &
TEKNOLOGIER
KUNDERNE
Strategy

50. .
Processer over kernekompetencer
3

51. .

52. .

53. .
GARRI KASPAROV BESEJRER 32 AI’S

54. .
GARRI KASPAROV BESEJRER DEEP BLUE
1996

55. .
REMATCH

56. .
DEEP BLUE DEFEATS THE WORLD CHAMPION AT CHESS
1997

57. .
INGEN REMATCH!

58. .

59. .

60. .

61. .

62. .

63. .
Hvem vandt?
Solo AI Solo menneskeBEAT
Menneske + AI (Centaur) Solo AIBEAT
”Svagt” menneske
+ AI
+ ”Stærk” proces
”Stærkt” menneske
+ AI
+ ”Svag” proces
BEAT

64. .
AI sænker behovet for dybt specialiserede kompetencer,
men trives bedst med mennesker som horisontale tænkere

65. .
Hvad skal I tage med jer?
4

66. .
Lead generation Bliv en del af netværket Partnerskab Fastholdelse
Outcome mapping

67. .
Touchpoint
Besøger website (om netværket)
+
+
+
-
Booster
Taler med os tidligt
(dialog/netværk/caller)
Booster
Følger SOS på Social Media
Booster
Læser omtale om SOS
Blocker
Er fastholdt i eksisterende/gammelt partnerskab
Blocker
Dialog starter sent
-
Lead generation Bliv en del af netværket Partnerskab Fastholdelse

68. .
Du kan nudge din kultur
Stil de rigtige spørgsmål
Hvordan understøtter dette vores vision?
Hvilken værdi kan vi høste?
Hvilken værdi bibringer vi?
Hvilke data kan validere vores strategi?
Lærer vi?

69. .
De rette kompetencer
Hvad skal du kunne?
Flere processoptimerende kompetencer,
færre funktionelle kompetencer
Evnen til at tilpasse sig ny teknologi
Tværfaglighed

70. .
Giv slip på leverancen

71. .
Pentia Århus
Skovvejen 2B
8000 Aarhus
Pentia HQ
Zeppelinerhallen
Islands Brygge 55
2300 København S
Pentia Sweden
Södra Förstadsgatan 1
21143 Malmö
Spørgsmål?
MADS-P ET ER JAK OBSEN , P ENTIA

72. .
THOMAS E LD B LOM, C TO
Engagement Architecture
Teknologi som brændstof
for innovation

73. .
40%
45%
50%
55%
60%
65%
70%
2017 2018 2019 2020 2021 2022
I 2022 vil 2/3 af alle CX projekter
involvere IT
Gartner Customer Experience Summit 2018

74. .
Personale
24%
Medier
24%
Agencies
23%
Teknologi
29%
Gartner - CMO Spend Survey 2018–2019

75. .
CIO/CTO CEO Board CDO (Chief
Digital Officer)
Chief
Innovation
Officer
CMO CXO (Chief
Experience
Officer)
2018 2017
Hvem ejer den digitale
transformation?
Altimeter - The State of Digital Transformation 2019
https://insights.prophet.com/the-state-of-digital-transformation-2018-2019

76. .
Control

77. .
Control Adapt

78. .
Stratecution?

79. .
Det Digitale Økosystem
Engagement
Insight
Business

80. .
ChannelsEngagementInsightBusiness
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging

81. .
ChannelsEngagementInsightBusiness
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management

82. .
BusinessChannelsEngagementInsight
Analytics Data Warehouse AI/Machine Learning
BI/Dashboards &
Visualization
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management

83. .
ChannelsEngagementInsightBusiness
Customer Data
Platform
CRM DMP ERP
Customer
Service Platform
…other back-
office systems
PIM
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
Analytics Data Warehouse AI/Machine Learning
BI/Dashboards &
Visualization
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management

84. .
Adapt
Control
ChannelsEngagementInsightBusiness
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
Analytics Data Warehouse AI/Machine Learning
BI/Dashboards &
Visualization
Customer Data
Platform
CRM DMP ERP
Customer
Service Platform
…other back-
office systems
PIM
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management

85. .
Engagement Architecture
❖ Levering i flere tempi
❖ Aktivere organisationens data
❖ Integreret innovation

86. .

87. .
• ERP
• PIM
• E-COMMERCE
Control Adapt
• WEB PLATFORM
• CAMPAIGN PLATFORM
• EMAIL MARKETING
PLATFORM
• CUSTOMER SERVICE
• DESIGN SYSTEM
• INTEGRATION PLATFORM
• PERSONALIZATION
PLATFORM
• DMP
• MARKETING AUTOMATION

88. .
Pace-Layered Application Strategy
1

89. .
PACE-LAYERED APPLICATION STRATEGY
Levering i forskellige tempi
Systems of Differentiation
”Jeg ved hvad jeg vil have - men det skal være forskelligt fra konkurrenterne”
Systems of Innovation
”Jeg er ikke sikker på hvad jeg ønsker. Jeg har brug for at eksperimentere”
Systems of Record
”Jeg ved hvad jeg vil have – og det behøver ikke være unikt”
https://www.gartner.com/binaries/content/assets/events/keywords/a
pplications/apn30/pace-layered-applications-research-report.pdf

90. .
Pace-Layered Application Strategy
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

91. .
System of Innovation mindset
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

92. .
System of Differentiation mindset
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

93. .
System of Record mindset
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

94. .
System of ??
FINANCINGOPEX CAPEX
SHORT LONGLIFETIME
FAST SLOWRATE OF CHANGE
RELAXED STRICTCHANGE CONTROL

95. .
Engagement Modelling
2

96. .
ChannelsEngagementInsightBusiness
CMS/Web
Experience
Email
Marketing
Marketing
Automation
Chat/
Conversation
Management
Social Media
Management
DSPeCommerce
Campaign
Management
Content
Marketing
Interactive/
Video
Management
DAM/Media
Management
Web Email SMS App Push
Social
Media
Video
SEO/
SEM
Display ContentAR/VRMessaging
Analytics Data Warehouse AI/Machine Learning
BI/Dashboards &
Visualization
Customer Data
Platform
CRM DMP ERP
Customer
Service Platform
…other back-
office systems
PIM

97. .
Engagement
eCommerce
BusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIM

98. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
Segments Customers Customers
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Visitors PermissionsCustomers ProfilesRecipients Cookies

99. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Customer
Engagement Modelling

100. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Product Page
Catalogue
Item
Product
Information
Product
Pricing
Product
Campaign

101. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Engagement Modelling
Product

102. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIM
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Engagement Modelling
Engagement Model
ProductCustomer Campaign Permission Orders TicketsContent

103. .
Engagement API
3

104. .
• ERP
• PIM
• E-COMMERCE
Control Adapt
• WEB PLATFORM
• CAMPAIGN PLATFORM
• EMAIL MARKETING
PLATFORM
• CUSTOMER SERVICE
• DESIGN SYSTEM
• INTEGRATION PLATFORM
• PERSONALIZATION
PLATFORM
• DMP
• MARKETING AUTOMATION

105. .
Engagement
eCommerce
BusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIM
Product Page
Catalogue
Item
Product
Information
Product
Pricing
Product
Campaign
Product

106. .
ChannelsEngagementInsightBusiness
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
DMP
Customer Service
Platform
eCommerce
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
Product Page
Catalogue
Item
Product
Campaign
Product
ERPPIM
Product
Information
Product
Pricing

107. .
• ERP
• PIM
• E-COMMERCE
Control Adapt
• WEB PLATFORM
• CAMPAIGN PLATFORM
• EMAIL MARKETING
PLATFORM
• CUSTOMER SERVICE
• DESIGN SYSTEM
• INTEGRATION PLATFORM
• PERSONALIZATION
PLATFORM
• DMP
• MARKETING AUTOMATION

108. .
Engagement
eCommerce
BusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIM

109. .
EngagementBusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Social Media
Management
Campaign
Management
DMP ERPeCommerce
eCommerce
Marketing
Automation
Customer Service
Platform
PIM

110. .
Engagement
eCommerce
Channels
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
BusinessInsight
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIMeCommerce
Engagement API
Web Email SMS Social Media
SEO/
SEM
Display

111. .
Engagement
eCommerce
Channels
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
BusinessInsight
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIMeCommerce
Engagement API
ProductCustomer Campaign Permission Orders Tickets
Web Email SMS Social Media
SEO/
SEM
Display
Content

112. .
• ERP
• PIM
• E-COMMERCE
Control Adapt
• WEB PLATFORM
• CAMPAIGN PLATFORM
• EMAIL MARKETING
PLATFORM
• CUSTOMER SERVICE
• DESIGN SYSTEM
• INTEGRATION PLATFORM
• PERSONALIZATION
PLATFORM
• DMP
• MARKETING AUTOMATION

113. .
Engagement
eCommerce
BusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
Display
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIMeCommerce

114. .
EngagementBusinessChannelsInsight
Web Email SMS Social Media
SEO/
SEM
DisplayApp
eCommerce
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIMeCommerce

115. .
Engagement
eCommerce
BusinessChannelsInsight
Analytics Data Warehouse BI/Dashboards & Visualization
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
DMP ERP
Customer Service
Platform
PIMeCommerce
Web Email SMS Social Media
SEO/
SEM
DisplayApp

116. .
Engagement
eCommerce
Channels
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
BusinessInsight
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERP
Customer Service
Platform
PIMeCommerce
Engagement API
Web Email SMS Social Media
SEO/
SEM
Display
ProductCustomer Campaign Permission Orders TicketsContent
App

117. .
Engagement
eCommerce
Channels
CMS/Web
Experience
Email Marketing
Marketing
Automation
Social Media
Management
Campaign
Management
BusinessInsight
Analytics Data Warehouse BI/Dashboards & Visualization
DMP ERPPIMeCommerce
Engagement API
Web Email SMS Social Media
SEO/
SEM
DisplayApp
ProductCustomer Campaign Permission Orders TicketsContent
Customer Service
Platform

118. .
Digitalt Logisk Overblik (eksempel)
Et logisk overblik giver indsigt i organisationens kanaler, systemer og data model – og hvordan disse
relaterer sig til forretningsmål. Logisk overblik kan både mappe organisationens nuværende eller
fremtidige vision for det digitale økosystem.
.
M ET O DE

119. .
Engagement Architecture
❖ Levering i flere tempi
• Pace-Layered Application Strategy
❖ Aktivere organisationens data
• Engagement Modelling
❖ Integreret innovation
• Engagement API

120. .
Think Big,
Start Small
Thomas Eldblom
te@pentia.dk

121. .
Logisk Digitalt Overblik
Et Logisk Digitalt Overblik er en struktureret
kortlægning, der giver organisationen indsigt
og overblik over, hvilke forretningsfokuserede
features der er i den udvalgte platformen, hvad
deres formål er, hvem der ejer dem og deres
vigtighed for forretningen.
Outcome roadmap
Et Roadmap løfter sig over en release plan ved
at fokusere på, hvilke problemer der skal løses,
og i hvilken rækkefølge. Fokus er dermed ikke
på udvikling af systemer eller releases, men på
det, der rykker forretningen. Et Outcome
Roadmap er et stærkt værktøj til at bygge bro
mellem strategi og taktik, og giver et fælles
pejlemærke for forretningens digitale udvikling.
Outcome map
Et Outcome map er et overblik, der nedbryder
en kunderejse i konkret adfærd og udfoldes
yderligere i hvad der kan understøtte eller
forhindre den adfærd, mhp. at opnå de ønskede
forretningsmål. Formålet er at skabe hånd-
gribelige, målbare indsatser der understøtter
forretningen.
Har du værktøjerne til at tilpasse dig hurtigere?
STR ATE C U TIO N

122. .
Mads-Peter E.
Jakobsen
mpj@pentia,dk
Business Director,
Digital Strategy and
Experience, Partner
Thomas A.
Eldblom
te@pentia.dk
Chief Technology
Officer, Partner
Kasper Greve
kgr@pentia.dk
Digital rådgiver,
Client Director