1

TELLING YOUR DATA

(MANAGEMENT)

STORY

Leveraging the 3Vs of Data Storytelling

2

Introducing EnterWorks

Empowering Business & IT Users for over 21 years

All-in-one platform for MDM, PIM, and DAM

Only Solution that is a Leader on both the Forrester PIM and MDM Waves

Highest customer satisfaction marks on industry analyst reports

Industry expertise: distributors, manufacturers, retail, hospitality, service companies, and member / buying groups

Strong Global SI & Technology partnerships

Business MissionEnable Our Customer’s Growth,

Efficiency and Differentiation through Exceptional Competency in Data

as Enabled by our MDM Technologies

Complexity Mastered

Master Shared and Application Data for

Business Model Agility

Discrete Viewsof Everything

Provide a Central View of Data Across Enterprise

Networks

Differentiated Experiences

Leverage Multiple Domains for Combinatorial Precision

Leveraging the 3Vs of Data Storytelling

TELLING YOUR

DATA (MANAGEMENT)

STORY

• Data Management Advocate• Data Management Storytelling

• Focus on Structured Data

• My Mission• Strategic value of data management

• WHY rather than HOW

• Data Evangelism As-a-Service

• Events / Content

• Enterprises / Tech Brands

• Telling Your Data Story

• Sorting LEGO

Scott Taylor The Data Whisperer

Black Rock, Connecticut

Social Distancing

TELLING YOUR DATA MANAGEMENT STORY

• Why You Need a Story

• Relevance

• Types of Data Storytelling

• Types of Stories

• Leveraging the 3Vs • Vocabulary • Voice • Vision

• Putting it all in play!

Relevant to

Enterprises in Relationships

on Earth

Commercial Educational Governmental NGO

A call-to-action “bold, powerful moves” to secure business leader

support for data management

They suggest:

1 - Remove Technology From The Conversation

2 - Focus On Outcomes, Not Minutiae

3 - Earn True Senior-level Engagement

“As a community, we have failed to educate

leaders on the need for high-quality data…

and craft messages that people will listen to.”

Data management messaging is very hard to listen to

There are multiple reasons why data management programs may fail, yet an overwhelming majority suffer from an inability to demonstrate and then communicate business alignment.

1. Secure top management’s attention2. Integrate with primary transformation themes3. Prioritize data assets4. Apply the right level of governance5. Choose iterative and focused implementation6. Generate excitement for data

WHY do you Need a Story?

To Increase

Business Relevance

Executive Attention

Stakeholder Engagement

FUNDING for Data Management!

Every Enterprise Has a Data Story

Old data stories need to change

Major Data Quality Initiative Data is the New Oil More Data now than ever…

• Value• Grow

• Improve

• Protect

• Scale• Technology

• Data

Provide Value

to your Relationships

through your Brand

at Scale

Every Enterprise Has a Data Story

Relationships• Customer• Vendor• Partner• Prospect• Consumer• Citizen• Patient

Brands• Product• Offering• Service• Location• Banner• Finished Good• Ingredient• Material

Technology Doesn’t

Work without DATA

• Hardware doesn’t work• Software doesn’t work• Analytics doesn’t work• Digital doesn’t work

• Digital means Data• Data needs Data Management

You areHere

DataManagement

Know Your Customer

4th IndustrialRevolution

E-Commerce

Artificial Intelligence

Internetof Things As-a-Service

DigitalTransformation

Data Privacy RegulationsGDPR/CCPA

Transforming CX

Data Management is Macro-Trend Agnostic

ABM

Two Types of Data Storytelling

DATA

• Data Management

• Determine Truth• Data Governance

• Data Quality

• Master Data

• Reference Data

• MDM/RDM

• Horizontal

• ABOUT data

• Making it

• CHARACTERS

ANALYTICS

Scott TaylorThe Data Whisperer

• Business Intelligence

• Derive Meaning• Data Literacy

• Data Science

• Machine Learning

• Artificial Intelligence

• Visualization

• Vertical

• WITH data

• Using it

• PLOT

Truth before Meaning

You must determine the TRUTH first

Before you derive MEANING

A Data Story – Plot vs Characters

Geographies

Our Market Share is down in our Top Regions

Characters from Data Management

Customers Products

CompetitorsCategories

Plot from Analytics

Relationships Brands

What TYPE of Story?

There once was

some ugly data

Business Stories

Must Drive Action

Don Draper

World’s Greatest Pitchman

A Pitch

What TYPE of Story?

Crash Course

Attention Interest Desire Commitment

Every Pitch Journey

Technical Accuracy

Feet on the ground

HOW are we doing it?

Can get it done

“Makes sense”

Practical

Execution

Worst case

Boring Techno Babble

Compelling Story

Head in the clouds

WHY are we doing it?

Audience empathy

“Sounds cool”

Inspiring

Evangelism

Worst case

Buzzy Marketing Spin

Narrative Topics• Company Objectives

• Macro-Trend Impact

• Immediate Gains

• Long-term Benefits

• Innovation Enablement

VocabularyVoiceVision

An Ideal Narrative has a Balance

Ideal

Narrative

STEAK

WHY HOW

SIZZLE

Leverage the 3Vs of Data Storytelling

•Vocabulary• Establish an Accessible Vocabulary

•Voice• Harmonize to a Common Voice

•Vision• Illuminate the Business Vision

Establish an Accessible Vocabulary

• The Words You Use Are Important• Legacy Lexicon

• “Quality, Cleansing, Freshness, Hygiene”

• Use Definitive Words • “Structure, Standards, Coverage, Interoperability”

• Enterprise Terminology For• Relationships • Offerings• Hierarchies• Segmentation• Market Geographies

• Industry Vertical Nomenclature

• Share and Propagate Narrative “Elevator Pitch”• Avoid In-depth Technical Explanations

• Consistent Tone and Tenor

• Create Communication Vehicles

• Internal “Marketing” Programs

• Business Topics• Grow – Increase Sales

• Improve – Reduce Costs

• Protect – Mitigate Risks

Harmonize To a Common Voice

• Marketing

• Sales

• Communications

Data has no value unless it is turned into analysis

Without Analytics, Data is just a cost center

It’s not about the data, it’s about the insight

QuotesI Hate

Not Zero-Sum

Illuminate the Business Vision

• Enable Strategic Intentions

Of The Enterprise

• Major Initiatives Regarding• Relationships

• COMPANIES: Customer / Prospect

Vendor / Partner

• PEOPLE: Consumer / Employee

Patient / Citizen

• Offerings• Products / Brands / Services

• It’s About THE BUSINESS• AND YOU ARE THE BUSINESS

• Annual Report

• Strategy Statement

• Company Meetings

• Investor Day

Presentations

Let’s

put this

in play!

Scott Taylor

The Data Whisperer

Leverage the 3Vs of Data Storytelling

Vision

Voice

Vocabulary

Attention

Interest

Desire

Commitment

Living Happily Ever After

• Every Enterprise has a Data Story

• Two Types of Data Storytelling• ABOUT Data

• Data Management

• Determining Truth

• WITH Data

• Business Intelligence

• Deriving Meaning

• Data Management Macro-Trend Agnostic

• An Effective Narrative Has Balance

• WHY - Compelling Story

• HOW – Technically Accurate

• It’s A Pitch!• Attention / Interest / Desire / Commitment

• Leverage the 3Vs of Data Storytelling

• Establish an Accessible Vocabulary

• Harmonize to a Common Voice

• Illuminate the Business Vision

Let Me Help You Tell Your Data Story!

Follow MeBook coming 2020! Subscribe

S c o t t Tay l o rT h e D a t a W h i s p e r e r

MDM - Master DataData Management

Telling Your Data Story

Unique Perspective

Business Value of Foundational Data

The Strategic WHY rather than Technical HOW

Data Evangelism As-a-ServiceKeynote Speaker

Brand AmbassadorEvent ChairInterviewer

Strategic AdvisorInfluencerConsultant

Master Data SME

Scott@MetaMetaConsulting.com

L e t M e H e l p Yo u Te l l Yo u r D a t a S t o r y

Specialized Focus On Enlightening Business Executives To Strategic Value Of Proper Data Management

Stressing business rationale and alignment vs. technical implementation and system integration

Avid business evangelist and original thinker

Videos, Blogs, Articles, Keynote Industry Presentations, Whitepapers and All Forms Of Owned, Earned and Sponsored Marketing Content

• Specialties & Superpowers • Master Data and Data

Management

• Executive Narrative

• Strategic SME

• Sales Training/Enablement

• Thought Leadership

• Monetizing Master Data

• Productizing Taxonomy and Data Management Assets

• Recognized subject matter expert in enterprise data management market

• Expert at strategic market development, built on strong foundation of hardened, visionary, creative sales acumen

• Global experience at the world’s most iconic business data brands clarifying positioning and discovering master data opportunities including

• Dun & Bradstreet

• Nielsen

• WPP/Kantar