Creating a Data-driven Culture Ishit Vachhrajani Enterprise Strategist Amazon Web Services © 2021, Amazon Web Services, Inc. or its Affiliates. Data is an asset © 2021, Amazon Web Services, Inc. or its Affiliates. Data is a unique asset © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. Why become a data-driven enterprise? © 2021, Amazon Web Services, Inc. or its Affiliates. Make better decisions, faster Respond better to the unexpected Create better customer experience Uncover new opportunities Improve efficiency © 2021, Amazon Web Services, Inc. or its Affiliates. “Data without action is useless, action without data is roulette“ © 2021, Amazon Web Services, Inc. or its Affiliates. Desired outcome Go to the beach © 2021, Amazon Web Services, Inc. or its Affiliates. Target output Land safely and on time Take action to manage inputs Inputs Speed Altitude Direction Variables Weather Air traffic © 2021, Amazon Web Services, Inc. or its Affiliates. Action Data-driven enterprise Data © 2021, Amazon Web Services, Inc. or its Affiliates. Data-driven enterprise Data Insights © 2021, Amazon Web Services, Inc. or its Affiliates. Data-driven enterprise Data Insights Actions © 2021, Amazon Web Services, Inc. or its Affiliates. Data-driven enterprise Data Insights Actions Outcome © 2021, Amazon Web Services, Inc. or its Affiliates. How to become a data-driven enterprise? © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. ( Culture Capability ) Scale © 2021, Amazon Web Services, Inc. or its Affiliates. ( Culture Scale ) ( Capability Scale ) © 2021, Amazon Web Services, Inc. or its Affiliates. Culture at Scale 92% of challenges to business adoption of data are cultural Source: Big Data and AI Executive Survey 2021 by NewVantage Partners © 2021, Amazon Web Services, Inc. or its Affiliates. Engage in data-driven decision making 1 2 3 4 Use data to justify decisions Use data to guide decisions Executive sponsorship Executive engagement © 2021, Amazon Web Services, Inc. or its Affiliates. 1 2 3 4 Around Higher Better Clearly Lower Many Faster Greater Weasel words Nearly Often Significant Probably Worse Usually Very © 2021, Amazon Web Services, Inc. or its Affiliates. 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%” © 2021, Amazon Web Services, Inc. or its Affiliates. 1 2 3 4 Is it a one-way or a two-way door? © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. 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? © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. 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 © 2021, Amazon Web Services, Inc. or its Affiliates. Building your flywheel © 2021, Amazon Web Services, Inc. or its Affiliates. Growth Flywheel © 2021, Amazon Web Services, Inc. or its Affiliates. Durable Customer Needs • Value • Selection • Convenience Data Flywheel 1. Define what being data-driven means for your company 2. Commit and start by driving the cultural change 3. 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 https://aws.amazon.com/ executive-insights/ https://open.spotify.com/show/ 1Qp5byBTSBeF20RdyWuIgd https://aws.amazon.com/ blogs/enterprise-strategy/ Thank you Ishit Vachhrajani /in/ishitv @ishitv © 2021, Amazon Web Services, Inc. or its Affiliates.