1) Digital transformation and data-driven business models are becoming increasingly important as information and data have become critical business assets. 2) Data has huge emergent potential value when combined with other data and consumed by multiple parties, but most organizations currently understand and leverage only a small percentage of their data's value. 3) To truly be data-driven, organizations must move beyond simply collecting data to integrating data acquisition, management, sharing, and analytics across business functions and ecosystems.

1. DIGITAL TRANSFORMATION
DATA DRIVEN BUSINESS
Bedeutung und Nutzen von Daten
Dipl.-Inf. Karin Patenge | karin.patenge@oracle.com
Business Development Manager – Data Management
Oracle Deutschland B.V. & Co. KG

2. Everything around us – every structure,
community, system, and all our enterprises
– are becoming ecosystems where
people, data and machines are connected
and getting smarter all the time.

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4. Information is replacing technology as
the most critical business asset.
And so business leaders must make the
data around and within their business
ecosystem the centre of new planning,
funding and revenue models.
New wave,
New focus:

5. Data Has Huge Emergent Potential
It is often said that Data is the new oil,
but is it really?
Data makes more data
Data can be consumed by multiple people, places
and things at the same time
Its value increases when combined (with other data)

6. And most of us
don’t understand
its value. 84%
of S&P 500’s
market value
is intangible
assets
5%
of organisations
know the value of
their data
Less than
Source: Ocean Tomo LLC, 2015
Intangible Asset Market Value
Study; The Wall Street Journal

7. Some are born
data driven
We must move
beyond HAVING
data to BEING
data driven

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Five Important Business Themes To Pay Attention To
Monetizing Data
Data Driven Marketing
Transforming Asset Management & Maintenance with IoT
Improving Hiring Retention With Machine Learning
Fraud Detection, Investigation & Prevention

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Optimize Marketing Spend
Omni-Channel
Marketing to
Customers
Consumer Buys
(conversion)
Capture Customer
Interaction
Data
Review &
Prepare Data For
Analysis
Analyze
Attribution,
Marketing Mix,
ROI
Review Results &
Plan Marketing
Campaign
Marketing activities connect with
customer across multiple channels
Customer responds
with desired
behavior
Data Steward
stages multiple data
sources in
data reservoir
Citizen Data Scientist
performs
data discovery and
data wrangling
Marketing reviews
visualized results &
plans marketing
campaign
Data Scientist
analyzes historical
data and models
data for predictions
Aggregate, Manage,
Experiment, Analyze,
and Act
Data Driven Marketing

10. Two things
you do
with data.
1. Do things better
2. Decide things better

11. CAPTURE
KEEP
USE
MANAGE ACQUIRE APPLY
• This is where most business are today
• Focus is upon Big Data / Data Lakes & Single
View of customer (that’s ok)…
• Lots of Capture & Keep but very limited Use
• Data Driven Business is more than Big Data

12. CAPTURE
KEEP
USE
OWN
BUY
SHARE
MANAGE ACQUIRE APPLY
• Majority of Businesses
use only Owned data
• Combining 1st party data
with 3rd party data, to
create new products,
services and experiences

13. CAPTURE
KEEP
USE
OWN
BUY
SHARE
ANALYTICS
ALGORITHMS
APPS
MANAGE ACQUIRE APPLY

14. Where Is Your Business on This Continuum?
A business
that has data
A business
driven by data
A business
that Anticipates

15. Characteristics of a
Data Driven Business
Drive “data value” across
connected ecosystems
People and machines in
partnership
Learns and improves -
continuously
Uses data to create new
business models
Data has economic value