Datasets:
Creating a Data-driven Culture
Ishit Vachhrajani Enterprise Strategist Amazon Web Services
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Data is an asset
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Data is a unique asset
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Data is a unique asset
Fixed supply
Limitless supply
Controlled by few
Available to everyone
Transferred
Shared
The more you use, the less you have
The more you use, the more you have
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Evolution of enterprise data
Data aware
Data informed
Data driven
Functions
Report
Monitor
Guide
Capabilities
Static batch reports
Interactive dashboards, data warehouse
Data science, AI/ML, Data Lake
Users
Data
Executives, department heads
Financial and operational data
Power users
Siloed data
Everyone
All data
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Why become a data-driven enterprise?
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Make better decisions, faster
Respond better to the unexpected
Create better customer experience
Uncover new opportunities
Improve efficiency
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“Data without action is useless, action without data is roulette“
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Desired outcome Go to the beach
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Target output Land safely and on time
Take action to manage inputs
Inputs Speed Altitude Direction
Variables Weather Air traffic
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Action
Data-driven enterprise
Data
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Data-driven enterprise
Data
Insights
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Data-driven enterprise
Data
Insights
Actions
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Data-driven enterprise
Data
Insights
Actions
Outcome
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How to become a data-driven enterprise?
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How to become a data-driven enterprise?
Proclaim that “data is the new oil”
Launch several “Big Data” initiatives including an AI project
Start by hoarding as much data as possible
Hire a Chief Data Officer (CDO) but change little else
Create an analytics function and funnel all requests to them
Repeatedly say that we are in the data business
All of the above
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( Culture
Capability
)
Scale
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( Culture Scale )
(
Capability
Scale
)
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Culture at Scale
92%
of challenges to business adoption of data are cultural
Source: Big Data and AI Executive Survey 2021 by NewVantage Partners
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Engage in data-driven decision making
1
2
3
4
Use data to justify decisions
Use data to guide decisions
Executive sponsorship
Executive engagement
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1
2
3
4
Around
Higher
Better
Clearly
Lower
Many
Faster
Greater
Weasel words
Nearly
Often
Significant
Probably
Worse
Usually
Very
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1
2
3
4
“…we gained more customers this quarter”
“...response to our new marketing campaign is great”
“…we gained 100 new customers in Q1 of 2020 compared to 75 in Q4 of 2019”
“…our new marketing campaign resulted in 30% increase in new customer sign up”
“…we improved the performance significantly”
“…we reduced our page-load times by 20%”
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1
2
3
4
Is it a one-way or a two-way door?
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Enable frontline action using data
1
2
3
4
HiPPO based decision-making
Decentralized decision-making
Many insights, little action
Insights actioned in everyday activities
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Frontline action driving engagement
1
2
3
4
250M players around
the world
Engaging gaming experience
100PB of data on player behavior
Amazon S3
Strategy
Weapons
Playtime
New weapons, maps, and content
Game designer
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Govern to enable, not restrict
Establish tenets before policies and procedures
Unify implementation, decentralize controls
Invest in data catalog, lineage, and traceability
Make secure path, the path of least resistance
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Educate everyone on effective use of data
1
2
3
4
Data is for analysts
Data proficiency as a core skill
Start with the Master Data Management tools
Define common entities and vocabulary
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Make learning fun with AWS Deepracer
1
2
3
4
Reinforcement training
State
Reward
35% of technology function
445 employees across 8 countries
New products, services, and processes driven by ML
Environment
Agent
Action
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Eliminate cultural silos that guard data silos
1
2
3
4
Data in departmental silos
Data as organizational asset
Data as a crutch
Data to seek honest inquiry
Reporting ghost towns
Integrate data in core products
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A+E Networks breaks down silos
1
2
3
4
Who is our customer?
Where are we spending money?
How are we making money?
Content
What do we have in the basket to sell?
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A+E Networks breaks down silos
1
2
3
4
Revenue
Cost
Viewership
Rights
Linear
Digital
Production
TV ratings
Platform
Marketing
Digital
downloads
Territory
International
Talent
OTT
subscribers
Distribution
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A+E Networks breaks down silos
1
2
3
4
Linear
Revenue
Corporate alignment across 12 common KPIs
Digital
Production
Marketing
TV ratings
OTT
Platform
Cost
Increased content sales with real-time rights
Viewership
Data-driven optimization for inventory, price, and marketing
Territory
Rights
Better program scheduling decisions using data
© 2021, Amazon Web Services, Inc. or its Affiliates.
Creating and scaling a data-driven culture
Engage in data-driven decision making
Enable frontline action using data
Educate everyone on effective use of data
Eliminate cultural silos that guard data silos
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Building your flywheel
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Growth Flywheel
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Durable Customer Needs • Value • Selection • Convenience
Data Flywheel
- Define what being data-driven
means for your company
- Commit and start by driving
the cultural change
- Pick few impactful, visible, and
relatable opportunities
© 2021, Amazon Web Services, Inc. or its Affiliates.
“When the anecdotes and the data disagree, the anecdotes are usually right.”
Jeff P. Bezos Founder and Executive Chairman, Amazon.com, Inc.
© 2021, Amazon Web Services, Inc. or its Affiliates.
Executive Insights
Enterprise Strategy Blog
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Thank you
Ishit Vachhrajani
/in/ishitv @ishitv
© 2021, Amazon Web Services, Inc. or its Affiliates.