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 – Business Information Management Senior Area Manager – Business Information Management

Agenda ► Obtain close collaboration with IT with the goal of obtaining data readiness ► Deploy and secure sustainable capabilities in data literacy, information management and self-service analytics ► Use case: Tetra Pak’s single interface for customers interaction Public CS/2017-09-15

Tetra Pak in figures ► 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 Public CS/2017-09-15

Organisational Set-Up of BI Public CS/2017-09-15

The Global BICC BICC Management Global Solution (6 FTEs) Process Architects Represents Owners Business the business Information Management Global Service Drive Analytics Culture Process Leads Driver Analytics best practice BI Strategy Service Global Training & communication Business Specialists Drive BI adoption Drive BI adoption Expert Return on Investment Allocated in Report Master IT the Business Developers Data Line of Business Drivers (3 FTEs) Development & Service Articulate Business Needs Technical Infrastructure Data-Load Approve development Business Security/Access Specialists Align to BI Strategy Analysts Templates Following up Business Cases IT/BI Road Map Data ownership Technical Tools Governance BI Super Project Users Leads Public CS/2017-09-15

BI Roles Public CS/2017-09-15

Ownership of BI ► 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 Public CS/2017-09-15

Coordination of BI Initiatives ► 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 Public CS/2017-09-15

Development of BI Solutions ► 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 Business Specialists IT Specialist BI Expert BI Expert Public CS/2017-09-15

Drive BI into the Business ► 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 Public CS/2017-09-15

Projects & Initiatives Public CS/2017-09-15

Identify Target Users ► 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 Public CS/2017-09-15

Identify Staff without BI Account ► 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 Public CS/2017-09-15

Performance of BI solutions ► 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 Public CS/2017-09-15

Usage of BI solutions ► 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 Public CS/2017-09-15

Non-standard BI applications ► 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 Public CS/2017-09-15

Learning Public CS/2017-09-15

Learning: Problem with classroom training ► High cost – travel, accommodation ► Doesn’t stick – learned content is forgotten without practice We forget 50% in an hour unless we practice Public CS/2017-09-15

Learning Strategy ► 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 Public CS/2017-09-15

Customer Experience Project

The NPS score is a simple and meaningful performance measure for customer loyalty Identifying Promoters through one simple question Q: Based on your experience with us, how likely are you to recommend our product/service to a friend or colleague? Extremely likely Promoters Promoters % Promoters % Promoters 9-10 Passives MINUS (-) 7-8 Detractors % Detractors 0-6 Extremely unlikely Public CS/2017-09-15

Our goal: Better Survey Experience Shorter surveys using NPS methodology FROM 11 to 49 questions / Average 7 minutes* TO Max 8 questions / Average 2 minutes* Public *Transactional surveys CS/2017-09-15

Our goal: Shorter response time Quicker acknowledge of customer feedback FROM Close Loop owner in contact with 15 days* customer if desired by customer and document learning / actions (Email, phone, face-to-face) TO 2 days* Public *Transactional surveys CS/2017-09-15

EXAMPLE Survey results displayed on a dashboard Public CS/2017-09-15

EXAMPLE Survey results can also be broken down by different cuts Public CS/2017-09-15