Presentation about how to reach a data driven culture. I gave the presentation at the Data Driven Digital Marketing Event 26 September 2016

1. How to reach a Data driven culture?
Graydon

7. Agenda
Working ‘fact based’ and ‘data driven’ has
increased in popularity but companies
struggle to get to the next level, having all
the stakeholders aligned.
‘How to reach a data driven culture?’ focuses
on the maturity steps in data driven marketing and examines the
partnerships from across the business to achieve a strategy
driven analytics culture.
Gain insight in how to create a culture for fact based decision
making.

8. Agenda
What do we do?
Value FOR the
Customer
Data driven
maturity model
Key Take aways
How to align
Value OF the
Customer

9. Graydon
From Credit information to BI Provider
Graydon offers information solutions in the field of marketing information,
credit management, risk and compliance, and debt collection.
Graydon helps companies in making business decisions
by generating relevant intelligence for your business.
With these services, Graydon helps businesses to gain access to capital, to build knowledge
in order to strengthen their competitive position, and to meet the growing demand for transparency.
For more than 125 years, Graydon’s information consultants have been using this up-to-date financial, commercial
and transaction-related business information to develop innovative and reliable information solutions.
Graydon relies on a network of 130 international databases in 100 countries,
which contain information about more than 90 million businesses.

10. Over its 126 years of existence Graydon morphs from traditional
patent office into leading business information solutions provider
Early days Scale and automation Growth transition Dynamic future
1890 – 1960
Local Credit
Information agent
1970 – 2005
Score driven
Credit Information agent
2010 – 2015
Differentiated data
services provider
2016 – 2020’s
Information
Solutions provider
Change from traditional
patent office into local
Credit Information
agent to facilitate the
growing need to assess
credit risks
Install automated data
bases Implement
decision solutions
Geographical expansion
in to BE and UK Service
portfolio diversification
Data strategy from
single source to
multiple source
Scalable IT platform
Unified back-end
landscape Advance
analytical capabilities
Constant new product
innovation Embrace
digital and mobile
trends Well positioned
for disruptive growth
Revenue Trend

11. Graydon
From Credit information to BI Provider
• Customer lifecycle
• Customer engagement
• Market(-ing) Intelligence
• Customer data
• Online & Content
• Inbound Marketing
• Marketing automation
• Retention campaigns
• Corporate Identity
• Media relations,
Publications
• Crisis management
• Research & Learning
Marketing
CRM & Intelligence Demand gen Customer Success
Corporate
Communication
Credit Management Marketing Information Risk & Compliance Debt Collection

12. Collect
& Analyze
Generate
Insight
Act on
insight

13. What do we do?
Value FOR the
Customer
Data driven
maturity model
Key take aways
How to align
Value OF the
Customer
Agenda

14. So how Data mature are
we?
Let’s see the Data Maturity Model

15. Data driven marketing maturity model

16. What do we do?
Value FOR the
Customer
Data driven
maturity model
Key Take aways
How to align
Value OF Customers
Agenda

17. How to align?

18. Weekly and monthly reporting
Unstructured and no cohesion
Example:
100 FTE  10% on reporting = 10FTE * 75K = 750K
Too many details Time consumingLoose files sent
(different versions)
Per department
- No overview
- Cannot identify causes
Different formats
(Excel/Word/E-mail/Online)

19. Strategy driven Star schema
A mutual goal: Customer centric entrepreneurship
Market
HR
Finance
Product
Dev.
OperationsIT
Service
Marketing
Sales
Customer

20. 20

21. Start with data
How?

22. How to reach a data driven culture
Use the corporate-KPI’s (derived from strategy map) as a cornerstone
for stakeholders
Start small and align first with Finance
Share and collaborate: Use data consistently and uniform across
departments in the organization.
Tell a story. (and create short feedback loops)
Embedded data as the standard way of making business decisions
within activities, business units and strategic decisions
(no fragmented or ad-hoc data & reports)

23. What do we do?
Value FOR the
customer
Data driven
maturity model
Key Take aways
How to align
Value OF Customers
Agenda

24. Value FOR the Customer

25. Strategy focus 2016
Customer centric entrepreneurship
• Net Revenue
• Consumption
• Per segment
• Customer Based
Accounting
VALUE OF CUSTOMERSVALUE FOR CUSTOMERS
• NPS / CES
• Buyer intentions
• Business issues (WITYs)
• Buyer Persona
interviews
• Crowdsourcing
Generate, store and analyze:

27. 27

32. Use keyword research tools to
create and validate your keyword
list

36. Graag grafiek zo aanpassen dat de stijging van 180 naar 240 duidelijker
wordt. Nu lijkt het een kleine stijging. Terwijl het een grote stijging is.
Het is niet noodzakelijk dat de niveau’s exact juist zijn. Ermoet een
duidelijke stijging te zien zijn
Optimise keywords in strcutured process and your ranking will increase

37. Supervisory Board | 10 December 2014 © Graydon | Confidential

39. What do we do?
Value FOR Customers
Data driven
maturity model
Key Take aways
How to align
Value OF Customers
Agenda

40. Value OF the Customer

41. Strategy focus 2016
Customer centric entrepreneurship
• Net Revenue
• Consumption
• Per segment
• Customer Based
Accounting
VALUE OF CUSTOMERSVALUE FOR CUSTOMERS
• NPS / CES
• Buyer intentions
• Business issues (WITYs)
• Buyer Persona
interviews
• Crowdsourcing
Generate, store and analyze:

44. al

53. Strategy driven analytics
Customer dashboard
Google
Analytics
Marketo CRM on Demand SAP
Clicktools &
CRMOD

54. Strategy driven analytics
Customer dashboard

55. What do we do?
Value FOR Customers
Data driven
maturity model
Key Take aways
How to align
Value OF Customers
Use strategy maps
Agenda

56. Key take aways

57. The value chain of insights
24th of June 2016Bart Redder
Source/Too
l
Data Information
Input Processing Transform
Insights Action
Dashboard Trigger
Stable
environment
The right data
collection
Having the right combination of
data and having it availabe
Who wants to
know what,
where, how?
Who or which
system takes
action?
1 2 3 4 5 6

58. Sustainable hand-over
Make it stick!
• Introduce Data governance and
align departments
Organization
• Assign roles: Data steward,
Data owner
• Centralize reporting
• Optimize integrity reports
IT
• Actively guard and document
data flows and impact analysis
• Teach Data governance
Learn & Grow
• Sharpen data entry
• Build knowledge base for
Data errors & warnings
• Centralized reporting
Processes
• Q&C
• Strategy check
• Data processing
• HR flows

59. Start small?
How to reach a data driven culture
Use the corporate-KPI’s (derived from strategy map) as a cornerstone
for stakeholders
Start small and align first with Finance
Share and collaborate: Use data consistently and uniform across
departments in the organization.
Tell a story. (and create short feedback loops)
Embedded data as the standard way of making business decisions
within activities, business units and strategic decisions
(no fragmented or ad-hoc data & reports)

60. What if you have another question?
That is not answered here
Contact me
/in/mmbeekman
/mmbeekman