The Race to Improve Data Literacy In Marketing Data Literacy In - - PowerPoint PPT Presentation
The Race to Improve Data Literacy In Marketing Data Literacy In Marketing Carsten Schleicher Senior Area Manager, Business Information Management The race to obtain data literacy in marketing Carsten Schleicher Senior Area Manager
Senior Area Manager, Business Information Management
Carsten Schleicher
Senior Area Manager – Business Information Management Senior Area Manager – Business Information Management
►Obtain close collaboration with IT with the goal of
►Deploy and secure sustainable capabilities in data
►Use case: Tetra Pak’s single interface for
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► Packaging Machines in operation: 8.875 ► Processing units in operation: 74.500 ► Employees: 24.500 ► Net sales (2016): EUR 12bio ► Net sales (2016): EUR 12bio
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Business Information Management Drive Analytics Culture Analytics best practice BI Strategy Training & communication Drive BI adoption Solution Architects Service Leads Service Specialists BICC Management (6 FTEs) Global Process Driver Global Process Owners Global Business
Represents the business
Drive BI adoption Return on Investment
IT
Development & Service Technical Infrastructure Security/Access Templates IT/BI Road Map Tools Governance Data-Load Specialists Technical Project Leads Report Developers
Line of Business
Articulate Business Needs Approve development Align to BI Strategy Following up Business Cases Data ownership Expert Master Data Drivers BI Super Users Business Analysts
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Allocated in the Business (3 FTEs)
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► Create a role: Report Owner ► Transfer the ownership of reports to the business ► Responsible for accuracy of report specifications ► Answers business related questions on reports ► Answers business related questions on reports ► Documentation −How to run a report −What is being measured and why
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► Create a role: BI Coordinator ► Coordinate and drive BI initiatives in geographic regions and
in central organisations (e.g. BI Strategy, Learning, BI portal set up)
► Create a network
−Open door meetings −Discussion Forums
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► Create a role: BI Expert ► Allocated in the business ► A strategic role to obtain agility in BI solutions ► Creates BI solutions on existing content (frontend) ► Certification Programme ► Certification Programme
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BI Expert
Business Specialists
BI Expert
IT Specialist
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► Create a Role: Super User ► First point of contact for end users ► Need based Training ► Support ► Support ► Create a Network
−Open door meetings −Quarterly Newsletters
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► Every BI project defines a target user group ► Depending on target user group, deploy the right type of BI
report
► Publish the reports appropriately ► Rollout the new solution
−Access −Communication −Training −Support
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► Global list of all employees with their corresponding roles
−Identify who has no access −White collar and Blue collar workers −Create access centrally and implement it in local organisations via
support of BI Coordinators
−Communicate −Rollout −Learning
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► Performance is measured 3 times per day for 10 key reports ► Target performance is <10 secs ► Identify main contributors for bad performance ► Work on mitigations
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► Usage is measured
−Particularly among top management
► When usage is lower than expected
−Communication −Identify access −Identify access −Training
► When usage is completely 0
−Remove Report
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► Drive out non-standard BI applications replacing them with
standard tools
► Establish governance -> exception process; review after 6-12
months whether standard tools have matured
► Regular scan of software installed on colleagues’ computers ► Revoke licenses remotely
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► High cost – travel, accommodation ► Doesn’t stick – learned content is forgotten without practice
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We forget 50% in an hour unless we practice
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► Tetra Pak’s BI learning strategy is based on self-serve ► Learning happens whenever, wherever, however frequent, and at
the very own pace of the learner
► Knowledge Articles in IT Service ticket system can prevent users
from creating tickets and having to wait for resolution
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Extremely likely
Q: Based on your experience with us, how likely are you to recommend our product/service to a friend or colleague?
% Promoters
Promoters
The NPS score is a simple and meaningful performance measure for customer loyalty
Identifying Promoters through one simple question
0-6 7-8 9-10 Extremely unlikely % Promoters MINUS (-) % Detractors
Promoters Passives Detractors
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FROM
11 to 49 questions / Average 7 minutes*
Shorter surveys using NPS methodology
*Transactional surveys
TO
Max 8 questions / Average 2 minutes*
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Quicker acknowledge of customer feedback
FROM
15 days* Close Loop owner in contact with customer if desired by customer and document learning / actions (Email, phone, face-to-face)
*Transactional surveys
TO
2 days*
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EXAMPLE
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EXAMPLE
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