How to Monetize Your Data Assets and Gain a Competitive Advantage

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How to Monetize Your Data Assets
and Gain Competitive Advantage
Hosted by best-selling author Doug Laney

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Agenda Introductions and Background
1
Webinar Presentation: How to Monetize Your
Data Assets and Gain Competitive Advantage
2
Q & A
3

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‘UP’.

INFONOMICS
THE NEW ECONOMICS
OF INFORMATION
Douglas Laney
Innovation Fellow, Data & Analytics Strategy, WestMonroe
dlaney@wmp.com | @doug_laney | #infonomics

Who is West Monroe Partners
Diverse, multidisciplinary teams blending industry expertise with operational and
technology capabilities to create uncommon, measurable client value
Consumer &
Industrial Products
Energy & Utilities Financial Services
Healthcare & Life
Sciences
Private Equity Software & High-Tech Retail
OPTIMIZED EXPENSES
INCREASED REVENUE
CUSTOMER VALUE
REDUCED RISKS
OPERATIONAL EFFECTIVENESS
INNOVATION AND
TRANSFORMATION
© 2020 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited. 2
Cybersecurity
SECURE YOUR BUSINESS
Digital
IMAGINE AND SCALE DIGITAL EXPERIENCES
Analytics & Artificial Intelligence
DRIVE BUSINESS INSIGHTS WITH DATA
Customer
Experience
ENGAGE
CUSTOMERS,
DRIVE TOP
LINE
Operations
Excellence
OPERATE
OPTIMALLY,
EMPOWER
CHANGE
Mergers &
Acquisitions
ACQUIRE
SMART,
GROW
STRONG

"It is the groundbreaking work that firmly put data and data
leadership in the middle of the business arena."
— Althea Davis, Chief Data Officer, ABN AMRO Insurance
“Infonomics is the must-read book for the digital
economy. Doug opens our eyes to the fact that data and
information have always been one of the most significant
assets we should care about more than we do.”
– Neil Calvert, Founder & CEO, LINQ
“Doug quite literally wrote the book on what our team
is trying to achieve day to day.”
— Ryan den Rooijen, Global Director of Data Services, Dyson
Must-Read Book of
the Year.

© 2020 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consent is prohibited.
Our notions of information
predate the Information Age

© 2020 West Monroe Partners |Reproduct on and distribution without West Monroe Partners prior consent is prohibited.
Data is not the “new oil” Data is:
✓ Non-rivalrous
✓ Non-depleting
✓ Regenerative
✓ Nearly limitless
✓ Easily transported
✓ Cheaper to store
✓ Easier to steal
✓ Doesn’t degrade
✓ More ecological
✓ Has no alternative
And, it’s impossible to clean-
up if you spill it.
i

Is Data an Asset?
An item of property owned by a
person or company, regarded as
having value and available to meet
debts, commitments, or legacies.
Asset is a resource controlled by the
entity as a result of past events and
from which future economic
benefits are expected to flow to the
entity.
A single item of ownership having
exchange value or convertible into cash.
Or the total resources of a person or
business such as cash, notes, and
goodwill.
Assets are probable future
economic benefits obtained or
controlled by a particular entity as a
result of past transactions or
events.
An asset is a resource with economic
value that an individual, corporation or
country owns or controls with the
expectation that it will provide a future
benefit.
Any economic resources
(tangible/intangible) that can be
owned or produce value. Assets
have a positive economic value.

Investors are impressed by data-centric companies
* Tobin's “q" ratio
Average Company Data Savvy Companies Data Product Companies
2X market-to-book value* 3X market-to-book value*

Introducing Infonomics: Treating data as an actual asset
MONETIZING DATA
Generating economic benefits from
available data assets
MANAGING DATA
Applying asset management principles
and practices to data
MEASURING DATA
Gauging and improving data’s
economic characteristics

DATA AS ANASSET
MONETIZING | MANAGING | MEASURING

Generating Myriad Economic Benefits from Information
INDIRECT DATA MONETIZATION
• Improving process performance or effectiveness
• Reducing risk / improving compliance
• Developing new products or markets
• Building and solidifying partner relationships
• Publishing branded indices
DIRECT DATA MONETIZATION
• Bartering/trading with data
• Enhancing products or services with data
• Selling raw data through brokers or data markets
• Offering insights, analyses and reports
• “Inverted” data monetization

Getting Started with Data Monetization
Phase I
Phase II
Phase III
1. Generate and refine ideas for innovating with data assets
2. Assess and prioritize data monetization ideas based on a spectrumof
feasibility characteristics
3. Develop and test markets, identify potential buyers/users of data products,
and assess data packaging and licensing options
4. Identify, curate and prepare internal and external data assets
5. Specify technical, data, analytics, governance and organizational
requirements
6. Define support, maintenance, monitoring and reporting requirements
7. Architect and engineer the infrastructure, data offerings (e.g., data
products, data-as-a-service solutions, digital solutions, etc.)
8. Implement and test new data offerings and required APIs, search and other
components
9. Introduce and support the new data offerings
10. Provide program-, project- and/or data product management

Scale the Analytics Continuum
Source: Gartner

Information Monetization Examples
Social
Media
Project
Content
Sales and Inventory
Data
Customer
Data
IoT
Multimedia
Content
Genealogy
Data
Location
Data

Infonomics Study Eye-Opener:
Organizations with a C-level CDO, are
3x more likely to generate non-
monetary commercial value and 7x
more likely to generate monetary
value from their data externally

DATA AS ANASSET

Data Strategy Dissonance…
INFORMATION IS ONE OF
OUR COMPANY’S MOST
CRITICAL ASSETS.

Sources of Asset Management Inspiration
Physical Asset Management (PAS-55)
Supply Chain Management (SCOR)
Financial Asset Management
ITAM / SAM (ISO 19770)
IT Service Management (ITIL)
Knowledge Management (KCS)
Human Capital Management (P-CMM)
Library Science (IFLA)
Records Management (ISO 15489)
Intellectual Property Management
© 2020 West Monroe Partners | Reproduction and distribution without West Monroe Partners prior consentis prohibited. 18

Generally-Accepted Information Principles
Assumptions Constraints Tenets
Asset Assumption
Proprietorship Assumption
Appraisal Assumption
Dominion Assumption
Benefit Assumption
Specificity Constraint
Recognition Constraint
Jurisdiction Constraint
Valuation Constraint
Resource Constraint
Relevance Principle
Inventory Principle
Ownership Principle
Authorization Principle
Assessment Principle
Possession Principle
Replicability Principle
Optimization Principle

Apply the 6 R’s of Data Sustainability
1. Refuse
2. Reduce
3. Reuse
4. Repurpose
5. Recycle
6. Remove

TECHNOLOGY STRATEGY
Data &
Analytics
Maturity
DEPLOYMENT
ARCHITECTURE
ORGANIZATION
& SKILLS
METRICS
GOVERNANCE
CULTURE
5 Optimized
Assess and mature your data & analytics capabilities
Over 200 distinct best-practice indicators.
Aware
1
Reactive
2
Proactive
3
Managed
4

Organizations with CDOs are 3x more
likely to share data freely across
business units.

DATA AS ANASSET

Three Degrees of Data Value
Source: “Infonomics: How to Monetize, Manage, and Measure Information for Competitive Advantage”

Information Valuation Models
Leading Indicators
(Potential Value)
Improve
information
management
discipline
Lagging Indicators
(Realized Value)
Improve
information's
economic
benefits
Source: “Infonomics: How to Monetize, Manage, and
Measure Information for Competitive Advantage”
Foundational Measures
How correct, complete and scarce
is this data?
Intrinsic Value
of Information
(IVI)
How good and relevant is this data
for specific purposes?
Business Value
of Information
(BVI)
How does this data affect key
business drivers?
Performance Value
of Information
(PVI)
Financial Measures
What did it cost to collect this
data, or if we were to lose it?
Cost Value
of Information
(CVI)
What could we get from selling or
trading this data?
Market Value
of Information
(MVI)
How does this data contribute
to revenue / expenses savings?
Economic Value
of Information
(EVI)

Information Valuation Models (Foundational Measures)
Foundational Measures
How correct, complete and
exclusive is this data?
Intrinsic Value
of Information
(IVI)
How good and relevant is this data
for specific purposes?
Business Value
of Information
(BVI)
How does this data affect key
business drivers?
Performance Value
of Information
(PVI)

Information Valuation Models (Financial Measures)
Financial Measures
What would it cost us if
we lost this data?
Cost Value
of Information
(CVI)
What could we get from selling or
trading this data?
Market Value
of Information
(MVI)
How does this data
contribute to our bottom line?
Economic Value
of Information
(EVI)

Applying the Information Valuation Models
High IVI
Low
High
Low BVI
EIM
INVESTMENT:
Prioritize and fund
information management
initiatives for information
assets with low intrinsic
CVI
High $£€
Low
IVI
High
Low
BVI
High
Low
MONETIZE/ANALYTICS:
Determine the market
ability of information
assets, i.e., those with high
quality, low cost and high
value and high
business value.
external business
relevancy.
IVI
PVI
GOVERNANCE:
Gauge how improving
data quality metrics
(intrinsic value) affects
key performance
indicators.
MVI
EVI
ENHANCED VALUE:
Determine how much
additional economic value
can be achieved by
monetizing information
assets.
High
Low
High
Low
BVI
EVI
INNOVATION/DIGITAL:
Identify information with
high potential business
relevance that could be
driving more economic
benefits.
CVI > EVI
LIFE CYCLE EXPENSE:
Dispose of information
that costs more to capture
and retain than its
economic benefits.

Organizations with a C-level CDO are
4x more likely to be using data to
transform business processes,
products or services. Those with a
“CDO lite” (non-exec) are 2x as likely.

DATA AS ANASSET
Bonus: The Economics of Information

Applied Economics (Advanced Infonomics)
▪ The principle of supply and demand
operates differently withinformation
than with other assets.
▪ The forces of information pricing and
elasticity affect everything from data
markets to data security.
▪ The marginal utility of information for
both human and technology-based
consumers of information shoulddrive
business and architecture decisions.
▪ How the opportunity costs of certain
information assets must be factored
into selecting and publishing them.
▪ How the information production
possibility frontier affects information-
related behavior and investments.
▪ The information yield curve concept
can gauge the relative affects of
information asset management
maturation.

Recommendations
• Monetize your (and others!) information in a variety ofways.
• Manage your information with the same discipline asyour
other assets.
• Measure and improve your information’s potentialand
realized value.
• Understand and take advantage of information’s unique
economic characteristics.

Thank you for attending
our Webinar!
Within the next business day, you will receive an email containing:
• Copy of the PPT Deck
• Recording of webinar
• Custom link to confirm your shipping address to receive your own physical copy of the
Infonomics book

How to Monetize Your Data Assets and Gain a Competitive Advantage

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