So Data is the New Oil…. Now What?

Lee Edwards CDMP

So Data is the New Oil…..

Who am I?

• DA at large multinational for 20+ years

• Experience in business operations and IT support

• 13 years building European moving to Global data warehouse

• Integrated data from 19 countries across Europe, mapped Asia Pacific data to same model

• Certified Data Management Professional

• VP Marketing and Communications for DAMA International

• President DAMA UK Chapter

• Mentor to DAMA members

• Twitter @LeeDAEdwards

31Lee Edwards CDMP

So Data is the New Oil…..

Lee Edwards CDMP 32

I can find out all about what my customer says, likes and does and use it to maximise sales

So Data is the New Oil…..

Lee Edwards CDMP 33

Excellent

So Data is the New Oil…..

Lee Edwards CDMP 34

Hi Hoooooo…..

So Data is the New Oil…..

42

Lee Edwards CDMP 35

So Data is the New Oil…..

Lee Edwards CDMP 36

So Data is the New Oil…..

Lee Edwards CDMP 37

Does this actually make sense?

I know I’ve only sold 45,000 widgets why

have I got 60,000 orders?

So Data is the New Oil…..

Lee Edwards CDMP 38

Oil needs refining before it becomes really valuable

So Data is the New Oil…..

Lee Edwards CDMP 39

So Data is the New Oil…..

Lee Edwards CDMP 40

So Data is the New Oil…..

Lee Edwards CDMP 41

Step 1:

• What is it I actually want to know(ish)?

– What people think of us

– What people are thinking of doing

– What comes before a buying action

• What logically is my raw material?

So Data is the New Oil…..

Lee Edwards CDMP 42

Step 1:

• Conceptual to Logical Model

Supports:

• Scope

• Frameworks

So Data is the New Oil…..

Lee Edwards CDMP 43

Step 2:

• What data is coming in?

• How many versions of similar sets? (e.g. Customer)

• Have I got everything?

So Data is the New Oil…..

Lee Edwards CDMP 44

Step 2:

• Data flows and Mapping

Supports:

• Baseline verification

• Confidence index

So Data is the New Oil…..

• Is it crude?

Lee Edwards CDMP 45

• Is it dirty?

Is my source data OK?

So Data is the New Oil…..

Lee Edwards CDMP 46

Step 3:

• What content do we actually have?

• Is it clean?

So Data is the New Oil…..

Lee Edwards CDMP 47

Step 3:

• Profiling and cleansing

Supports:

• More robust and faster results

• Supportable insights

So Data is the New Oil…..

Lee Edwards CDMP 48

So Data is the New Oil…..

Lee Edwards CDMP 49

So Data is the New Oil…..

Lee Edwards CDMP 50

Lee.da.edwards@gmail.com

@LeeDAEdwards