Webinar: What’s the ROI of (and the roadmap behind) data-driven digital transformation?

What’s the ROI (and roadmap) of a
data driven digital transformation
@KevinSigliano
Partner Good Rebels
2018

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Driving Digital Transformation Forward | www.goodrebels.com
@kevinsigliano
20 years of experience in digital transformation
https://www.linkedin.com/in/kevinsigliano

DT Challenge 2020
Powered by Data Driven

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Reality Check
Consumer
Companies

IBM
Only 37% of consumers say their favorite
retailer understands their needs.

DEMAND METRIC
Employee engagement drives
customer loyalty by 80%.

EMARKETER
55% of customers would pay extra to
guarantee a better service.

EMARKETER
96% of unhappy customers don’t complain, however
91% of those will leave and don’t come back.

GARTNER
Customers will manage 80% of their needs with
no humans processes by 2020.

BAZAAR VOICE
Failure to respond via social channels
leads to a 15% increase in the churn rate.

Priorities
Data Driven Digital Transformation

Consumer Experience
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Omnichannel
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www.goodrebels.com
AI + Datatech

Deﬁning  
D-Transformation

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Digital Transformation is a must
Digital Transformation
powered by disruptive innovation + agile mindsets

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Digital Transformation: Key dimensions
Digital Transformation must redesign value propositions and generate improved
operational efficiency, intelligence, client experience and financial results.
E- Customer Experience -
M- New Business Models -
O- Operational Efficiency -
I- Business Intelligence -

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Customer Experience 
Best Practices of Data Driven Strategy

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Business Models 

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Operational Efficiency 

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Business Intelligence 

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Digital Transformation APPs
- E -
Experience
- M -
Business Models
- O -
Operations
- I -
Intelligence
Customer understanding
• Always on Digital insights
• Social monitoring
• Updated Customer journey
• Shared Buyer Personas
Touch Points
• Cross-channel coherence
• Customer service integrated
with monitoring
Sales / Growth
• Digital sales channels
• Predictive marketing
• Streamlined processes
Digitally-modified businesses
• Product/ service
augmentation
• Digital transition
New Digital Businesses
• Digital products/ services
• Reshaping org. boundaries
• Digital sales channels
• Innovation centers
Digital globalisation
• Enterprise Integration
• Redistribution decision
authority
• Shared digital services
Process digitisation
• Performance improvement
• New organizational workflows
Worker enablement
• Community knowledge
sharing
• Broader communication
• Digital culture training
Performance management
• Operational transparency
• Data-driven decision making
Customer Insights
• Social CRM
• Proactive monitoring
• Incorporate social
information
Organizational Efficiency
• Cross-channel tools
• Open communication and KM
Measurement
• Company-wide DT metrics
• Shared (open) dashboards
• Metrics tied to CEX

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Digital Transformation Stakeholders
01
The Consumer
Journey
Discover
Buy
Love
03
The Citizen
Journey
Value
Connect
Involve
02
The Co-Worker
Journey
Wish
Engage
Belong
The Consumer Journey
Discover
Buy
Love
The Citiz
V
Co
Co
The Co-Worker Journey
Wish
Engage
Belong
C
P
W Z
Providing unique &
seamless experiences to
clients & consumers.
Empowering &
developing coworker and
collaborators’ experience.
Strengthening business by
creating shared value, not
only for shareholders but
wider society.

The Power of Data
Data Driven Digital Transformation

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Increased Data challenges ahead

Only 10% of data. 
Ginni Rometty
CEO of IBM

Datalakes are the first milestone for all organizations

Data Sources
DIGITAL ASSETS CAMPAIGNS LISTENING
SOCIAL
NETWORKS
CRM

Data Lake & Artificial Intelligence Advanced Platform | UNWTO 󰀁35
Business and Technical Benefits
Business
Improved Brand Power
Increased know how of profiling
Real time Automation of Digital Best Practices
ROI of Investments in Digital
Technical
Ability to derive value from unlimited types of data
Ability to store all types of structured and unstructured data in a data lake
Ability to store raw data and unlimited ways to query the data
Gain insight into what the data means and elimination of data silos
Democratized access to data via a single and unified view of data across the organization.

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Scorecard Framework
Business
Client Brand
Internal Impact
Employee | Innovation

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ROI KPIs
✓ knowledge
✓ brand impact
✓ wallet share
✓ market share
✓ cost of acquisition
✓ customer life cycle
✓ engagement
✓ customer experience
✓ value proposition
✓ brand awareness
✓ innovation
✓ influence
✓ loyalty generation
✓ experience
✓ reputation
✓ net promoter score
✓ new business models
✓ pipeline
✓ operational efficiency
✓ predictive intelligence

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Always CPX Driven
RODTO
return on objectives
RODTi :
return on investment

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Kaizen & Agile Dynamics

Impact
What to expect and build with ambition

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Data Driven Digital Transformation means
➡Growth
➡Agility
➡Efficiency
➡Profits
➡Survival
➡ 6% of companies are high digital performers
➡ 60% of companies are lagging in digital transformation
strategy

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Data Driven Digital Transformation Impact
Collaborative
Branding
Positioning
Credibility
Acquisition
Cycle
Satisfaction
Advocacy
Knowledge Leadership CEX Prospects AdvocatesService
Interest Innovation Sales ActivismProactivity
NPSKnowledgeExperience Cross / Up sellingStrength
Brand
power & meaning
Employee 
engagement
Consumer
satisfaction & advocacy
Business
growth & revenue

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Digital Excellence Analysis
‣ +9% Revenue Generation Efficiency
‣ Revenue / Employee
‣ Fixed Asset Turnover
‣ +26% Profitability
‣ EBIT Margin
‣ Net Profit Margin
‣ +12% Market Valuation
‣ Market Value / Assets
‣ Price / Book Ratio
Source:  
Research of Capgemini 2016

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Digital Excellence ROI
Source:  
University of Bath Research 2016
2x
Proﬁt
10x
Consumer
Centricity
+10%
Consumer
Satisfaction
+20%
Productivity
+59%
Innovation
-40%
Employee  
Turnover

Roadmap
Driving forward your organization

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Drivers
L
Leadership
E
Engagement
A
Agile Architecture
R
ROI
N
Net Revenue

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EMOI Driven
E
- Customer
Experience -
M
- New Business
Models -
O
- Operational
Efﬁciency -
I
- Business
Intelligence -

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Employee
Engagement

Data & Technology
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Scorecard Powered
Employee Innovation Productivity
Stakeholder
Engagement
Revenue Growth
Proﬁt Collaboration Learning

Digital Innovation is ongoing journey

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Stay connected and reach out for Digital Transformation support.
Twitter @kevinsigliano
https://www.linkedin.com/in/kevinsigliano
 
kevin.sigliano@goodrebels.com
www.goodrebels.com

goodrebels.com • @GoodRebels
Barcelona • Bogotá • Brighton • Ciudad de México • Lima • Madrid
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Webinar: What’s the ROI of (and the roadmap behind) data-driven digital transformation?