The Changing Nature The Changing Nature of Discourse of Discourse
Among Among Data ProfessionalsData Professionals
John SchleyJohn SchleyPresident, President,
DAMA InternationalDAMA International
Quick QuizQuick Quiz• What do these three cities have in
common?– Chicago– Seattle– Los Angeles
Why do you attend Why do you attend DAMA-MN meetings?DAMA-MN meetings?
Learn new thingsMeet colleaguesCompare DA environmentsShare ideasGet cool vendor toys
Basic Reason for GroupsBasic Reason for Groups
• The basic human experience is belonging and dependence. Affiliation is a prerequisite for most human action.*
* “Social Organizations: Interaction Inside, Outside and Between Organizations”, Goeran Ahrne
Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds**
Physiological (food, shelter…)
Safety (employment, financial…)
Love & Belonging (clubs, work groups, family…)
Status (respect, recognition…)
Self Actualization (reaching one’s fullest potential…)
* “A Theory of Human Motivation”, Abraham Maslow's, 1943.
Discourse Among Data Discourse Among Data Professionals: Current StateProfessionals: Current State
• Current Data Professional Profile• Primary focus on education and
training• Secondary emphasis on peer-to-peer
communication• Delineate and certify knowledge
DAMA Symposium DAMA Symposium 2006 Survey Results2006 Survey Results**
• Over 45 years old
• 20 years of work experience
• 12 years of data management experience
* “The Elusive Species of the Information Age: The Data Management Professional”, by Andres Perez.
Networking Responsible for Networking Responsible for 75% of Training75% of Training**
* “The Elusive Species of the Information Age: The Data Management Professional”, by Andres Perez.
Primary Focus on Education:Primary Focus on Education:Conferences AboundConferences Abound
Wilshire Metadata Conference
DAMA SymposiaTDWI World
Conferences
Data Governance Conferences
Information Management Resource Association Conferences
Chapter DAMA Days
IRM/UK Conferences
ZIFA Seminars
Information Quality Conferences
Others
Primary Focus on Education: Primary Focus on Education:
Talk About Training!Talk About Training!
Master Classes in Data Management
Pre- and Post-Conference Workshops
Marco Master Series
College and University Courses
Modeling Tool Classes
Internal Corporate Training
Vendor Courses
Others
Webinars
Secondary Emphasis:Secondary Emphasis:Peer-to-Peer SharingPeer-to-Peer Sharing
• Discussion Groups– DM Discuss
• 1,000 members, ~10 messages/day
– Information Advisors• Forums on Data Management topics
– …
• Publications– DM Review, TDAN, RWDS…
• Networking at Professional Events
Secondary Emphasis:Secondary Emphasis:Delineating DM KnowledgeDelineating DM Knowledge
• Guidelines to Implementing Data Resource Management
• Data Management Curriculum Framework• Data Management Body of Knowledge
(DMBOK)• Books for students and practitioners
Data Management Data Management CertificationsCertifications
• ICCP Designations– Certified Data Management Professional
(CDMP)• Core exam on IT skills• Data Management Exam• One elective Exam
– Certified Business Information Professional (CBIP)
• Similar to CDMP with BI/DW focus
• Certified Insurance Data Manager (CIDM)– from Insurance Data Management Institute
Current State Conclusion:Current State Conclusion:Listening to the ExpertsListening to the Experts
• Relatively small group of trainers, presenters
• Overlap among conference presenters• Subject matter changes slowly• “Our profession has relied more on gurus
than evidence”*
* “Data Modeling: News from the Ivory Tower”, by Graeme Simsion, The Data Administration Newsletter. January, 2007.
Discourse Among Data Discourse Among Data Professionals: Future StateProfessionals: Future State
• Near-term– Generally similar to today– Groups realign along interest zones– Association space diversifies– Increased focus on peer-to-peer
communication– Global growth– DM Profession matures
SimilaritiesSimilarities• Basic purpose of DM groups remain
unchanged– Affiliation– Security– Status
• Conferences, training, education remain vital for cohesion
DM Groups RealignDM Groups Realign• Geographic proximity gives way to affinity
groups based on:– Subject matter– Functional tasks– Corporate boundaries
• Made possible by technological advancements– Voice-over-internet, video, web conferencing
DM Associations AboundDM Associations Abound
• ABMP Assoc. for Business Mgmt Professionals• AITP Assoc. of Information Technology
Professionals• DAMA Data Mgmt Assoc.• IAIDQ Int’l Assoc. of Information & Data Quality• IIBA Int’l Institute of Business Analysts• IDMA Insurance Data Mgmt Assoc.• MPO Metadata Professional Organization• PMI Project Management Institute• TDWI The Data Warehouse Institute• Others…
Peer-to-Peer Takes OverPeer-to-Peer Takes Over
• Cheaper and faster communication
• Social Networking meets DM
• IM becomes medium of choice
• DM BLOGs gain prominence, respect
DM Grows GloballyDM Grows Globally• Estimate: 400,000 DM Professionals
worldwide today• DM follows mega trends:
– Outsourcing– Globalization
• DAMA: – New chapters in India, South Africa,
Europe– US staying even; no growth
DM Profession MaturesDM Profession Matures• DAMA Foundation—first organization
that exists to research DM• DMBOK will be touchstone of
understanding, best practices• GADMP:
– Generally-Accepted Practices of DM – Compare to GAAP
• Certification morphs into entrance exam, akin to “boards”, “BAR”
Discourse Among Data Discourse Among Data Professionals: Future StateProfessionals: Future State
• Long-term– Networking blooms into Collaboration– Association model breaks down– No clear authority figure– Group intelligence replaces subject
matter experts
Collaboration Replaces Collaboration Replaces NetworkingNetworking11
• Individuals work together outside bounds of corporation– Open Source Code– Wikipedia
• People need to trust each other to achieve a high degree of collaboration
• Corporations open up to collaborative solutions– NetFlix Prize2
– Proctor and Gamble’s Innocentive3
1 “The World Is Flat” by Thomas Friedman, p. 112-117.2 www.netflixprize.com3 www.innocentive.com
Collaborative Work ModelCollaborative Work Model1. Corporation
establishes problem
2. Outside Individuals design (and maybe build) solutions
3. Corporation evaluates solutions, maybe accepts one
The Power of the Network*The Power of the Network*• Social networks evolve into incubators for
creative solutions• Old Model: “One to Many”
– One solves problems for others– Focused on Product
• New Model: “Many to Many”– Everyone involved in identifying problems,
developing solutions– Focuses on Process– Spreads ownership, responsibility
* “The World Is Flat” by Thomas Friedman, p. 112-117.
Association Model Association Model in Declinein Decline**
• “Urge to affiliate” declining for over two decades• Younger generations do not find meaning and
significance in associations• Mobile work force leads to transitory relationships• “Free-agent” mentality replaces loyalty• More appetite for information, less on fellowship
• Conclusion: “We’re witnessing the dismantling and delocalization of communities.”
* “Is the Association Model Broken?”, Journal of Association Leadership, Summer, 2005.
Association Membership Association Membership by Ageby Age**
1926-1945
1965-1975
1946-1964
* “Generations and the Future of Association Participation: Report to The William E. Smith Institute for Association Research”, Arthur C. Brooks, PhD, January, 2006.
Nature of Associations Nature of Associations ChangeChange**
• Internet makes it easier to find/attract prospective members
• For-profit entities have moved into networking space
• Look and feel of non-profit association, but with competitive advantages and faster acting
* “Strategic Review on Association Development: International Trends, Issues and Options” by Terrance A. Barkan. July, 2005.
Crowd Sourcing ArrivesCrowd Sourcing Arrives
• Des Moines Register to “tap the reservoir of knowledge and expertise that exists among its readers”
* Wikipedia, March 6, 2007** “Daily Seeks Sourcerers as Apprentices” by Herb Strentz,
Cityview, December 7, 2006.
• Cityview (alternative weekly): “Crowd sourcing used to be known as news reporting, but if you get carried away with news reporting you have to hire and pay staff.”
“A business model that depends on work being done outside the traditional company…The term was coined by Wired magazine writer Jeff Howe and editor Mark Robinson in June 2006.”*
Example**:
Will the Real DM Expert Will the Real DM Expert Please Stand Up?Please Stand Up?
• So Who is the Expert?– The loudest?– The most distinguished?– The one who posts the most?– The one with the most extreme
viewpoint?– The one who is quoted the most?– The group with the most members?– The author of the most books?
Group IntelligenceGroup Intelligence**
• Decision Markets– All participants have mix of information
and error– Participants speculate on decisions,
outcomes– Better predictor than polls or expert
forecasts– Collective wisdom of group exceeds that
of nearly all individuals
* “The Wisdom of Crowds”, James Surowiecki, pp. 17-22
Results of Bean CountingResults of Bean Counting
Jar # Best Guesses
Group Average
Correct Number
1
2
3
Keys for Group IntelligenceKeys for Group Intelligence**
• Diversity of opinion– Each person should have some information
• Independence– People determine their own opinions
• Decentralization– People specialize
• Aggregation– Mechanism for synthesizing collective decision
* “The Wisdom of Crowds”, James Surowiecki, p 10.
Deliberative DMDeliberative DM**
• Debate not limited to experts• Assumes participants can follow
sophisticated arguments• Allows time for participants to hear
all sides and discuss• Polls taken at beginning and end of
deliberation• Solution emerges from group over
time
* “The Wisdom of Crowds”, James Surowiecki, pp. 259-262.
Collaboration in DMCollaboration in DM
• Steve Hoberman’s Design Challenges
• Karen Lopez’s “Contentious Issues in Data Management”
• Who follows these?• Who contributes?• Could these “go corporate”?
Deliberative DM WorkshopDeliberative DM Workshop
Feedback: How can DAMA Feedback: How can DAMA better support collaboration?better support collaboration?
Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds**
Physiological (food, shelter…)
Safety (employment, financial…)
Love & Belonging (clubs, work groups, family…)
Status (respect, recognition…)
Self Actualization (reaching one’s fullest potential…)
* “A Theory of Human Motivation”, Abraham Maslow's, 1943.
ConclusionsConclusions• Discourse is/will continue to be vital
• Forms of discourse have changed; will continue to change
• Expertise will become democratized, if people stay involved
• “Era of the Guru” coming to a close
• DM Organizations must adapt to survive
Questions and DiscussionQuestions and Discussion
John SchleyJohn [email protected][email protected]
515.235.9777515.235.9777Principal Financial GroupPrincipal Financial Group
711 High Street711 High StreetDes Moines, Iowa 50391Des Moines, Iowa 50391
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