The data value map for GDPR - How to extract Business Value from your GDPR Preparations
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The document discusses how organizations can extract business value from their GDPR preparations through effective data management practices. It introduces the 'Data Value Map' as a tool to help stakeholders understand their personal data supply chain and improve data governance by fostering clear communication. By implementing this framework, businesses can streamline processes, reduce costs, and enhance data quality, ultimately leading to higher customer satisfaction and operational efficiency.
The data value map for GDPR - How to extract Business Value from your GDPR Preparations
- 1. How to Extract Business Value from your GDPR preparations KEN O’CONNOR DATA MANAGEMENT FOR BUSINESS VALUE CONSULTANT The Data Value Map For GDPR Kenoconnordata.com 2018 1
- 2. Boring but important privacy statement ▪ When you signed up to BrightTalk you accepted their Terms & Conditions. The BrightTalk privacy policy is available on their website ▪ When you view one of our webinars BrightTalk provides us with your contact details ▪ We share this information with your local DAMA Chapter based on your location ▪ Your local DAMA Chapter may contact you to promote the benefits of membership Data that we receive from BrightTalk ▪ Name ▪ Job Title ▪ Company ▪ Email address ▪ Telephone Number ▪ Country (& State) ▪ The webinar you viewed and how long you viewed it for
- 3. What you may expect from this webinar ➢ Breakthrough thinking for Data Governance; Data Management; Information Lifecycle etc. ➢ How to apply it to extract business value “Choice Architecture”; “Design Thinking” A “Tipping Point” for Data Management Data Value Map Kenoconnordata.com 2018 3 1 2 3
- 4. Nudge (2008) ➢ In Oct 2017, Richard Thaler, co-author of the book "Nudge", won the Nobel prize for Economics. The book applies “Behavioural Science” to Economics. ➢ Nudge principles accept that we're human, not machines. We make decisions emotionally, not rationally; and we make mistakes, lots of them. ➢ Nudge tells us that when designing products and processes for people, we are “Choice Architects” and should apply “Design Thinking”, which anticipates human error and designs for simplicity and ease of use. ➢ ATMs require us to remove our card before dispensing cash. Simple examples of good “choice architecture” include: ➢ Petrol caps are now attached by a plastic tether ➢ My ambition is to win the Nobel prize for Data Management Kenoconnordata.com 2018 4
- 5. I’ve helped organisations manage Data challenges for 30+ years – GDPR is another one… but with a twist... Kenoconnordata.com 2018 5
- 6. For the first time ever, organisations must be able to demonstrate that they understand their personal data supply chain and how they exercise control over it, including: ➢ Where they store it ➢ How they secure it ➢ Who is accountable for it ➢ How long they retain it ➢ How they delete it ➢ Etc. ➢ What they process ➢ Why they collect it (legal basis) ➢ How and when they acquire it ➢ Where it goes ➢ Who can see it ➢ Who they share it with GDPR is different… Data Management Kenoconnordata.com 2018 6
- 7. Thankfully, there’s now a simple, paper based, tech free, silo-busting way to map your data supply chain Kenoconnordata.com 2018 7 Its called The Data Value Map
- 8. DataValueMap.Com Source: T. Nagle; D Sammon, “The Data Value Map: A Framework for developing shared understanding on data initiatives”, Twenty-Fifth European Conference on Information Systems (ECIS), Guimarães, Portugal, June 2017 A “discursive template for building shared understanding around data initiatives” Based on “The six honest men” Kenoconnordata.com 2018 8 1 2 Closing the communication gap between data creators and data users. 3 Why I need it What I need Why I need it
- 9. Where to start…. take one room.... • Kick off the conversation among the data stakeholders using “Data Value Map Question Cards”. • Together, the stakeholders develop an agreed understanding of their data initiative, the business value it delivers, the people involved and the information/data supply chain required to deliver it. • The stakeholders also agree “data behaviours” (aka “Data Governance”) to ensure that the information/data they require is fit for the purpose of delivering their planned business value – at each point along the supply chain. 1. Add people (data stakeholders) 2. An A0 printout of the Data Value Map, 3. Lots of Post-its, 4. A facilitator and… 5. The “Data Value Map Question Cards”… Post-ItsPost-ItsPost-ItsPost-ItsPost-Its 3 5 1 Stakeholders 2 Data Value Map 4 Facilitator Kenoconnordata.com 2018 9
- 10. The Data Value Map applies “Choice Architecture”… ➢The Data Value Map makes it easier to develop a shared understanding of data initiatives by giving us the questions to ask… ➢It starts with the most fundamental question: "What #BusinessValue are we delivering" Kenoconnordata.com 2018 10
- 11. Data Value Map for GDPR – Sample Questions & Answers 11 Data Subject What personal data do we process? Customer Prospect Employee Supplier 2 Customer Data Employee Data Supplier Data Where do we integrate it? 4 Sales LeadsCross Sell Why do we analyse it? 5 What business value? Minimise risk of GDPR Breach 1 Who uses it? Why? Sales team Data Subject Prospect Email 6 What legal basis? Consent 7 Apply consistent consent process across all channels Verify Consent at Data Acquisition Measure Consent Quality along data supply chain hoW should we manage this data? 8 Mobile form Desktop form Paper form Phone Branch hoW do we acquire it? 3 Kenoconnordata.com 2018
- 12. The Data Value Map addresses “Data Ownership” (i) all organizational parties have a collective responsibility to ensure data quality (and potential value) is kept high, (ii) its flow is not obstructed through the organization, and (iii) there is a collective ownership from which all parties should benefit. However, ownership of data is often abdicated by those who have most to benefit (business owners) and transferred to those who lack the knowledge/domain expertise (technologists) to ensure its quality is maintained and value realized. More importantly, it is communication between all data stakeholders that provide the foundation for realizing the value of data rather than the type of technology used (Redman 2013). Kenoconnordata.com 2018 12 Source: T. Nagle; D Sammon, “The Data Value Map: A Framework for developing shared understanding on data initiatives”, Twenty-Fifth European Conference on Information Systems (ECIS), Guimarães, Portugal, June 2017
- 13. Data Value Map Card for the Information Supply Chain Source: Nagle et al., “A new approach to business value driven planning for data projects”, 37 International Conference on Information Systems, Dublin 2016 Data Why is it …?. This ensures the underlying objectives and motivations for doing the data task is clearly detailed. What data is….? This ensures the actual data involved in the operation is defined. When is the data…..? This ensures the temporal aspect of data is not overlooked. Very important in keeping the quality of data high. People Who … the data? This ensures all stakeholders are identified for all data tasks outlined. If possible these stakeholders should be included in project discussions. Technology Where is data….? Details the technologies that are needed for each of the data tasks. Process How is it….? Outlines the actual processes needed to move the data from one phase to the next in the ISC. “Going through these questions each time makes the process rigorous with every implicit assumption being questioned.” Kenoconnordata.com 2018 13 1 2 4 3
- 14. Smart businesses are extracting business value from GDPR Kenoconnordata.com 2018 14 The process of mapping their personal data supply chain is providing businesses with a big picture view of how their business currently operates Presenting opportunities to deliver #businessvalue: ➢ Streamline processes ➢ Reduce costs ➢ Improve data quality ➢ Deliver improved customer service Revealing bottlenecks, pain and friction points in their personal data supply chain ➢ Multiple duplicate processes (e.g. for capturing “Consent”) ➢ Data not required - No identified “Data User” ➢ Data “not trusted” - Unknown data quality
- 15. If you only remember one thing… = Better Results = Happy People = Happy Customers = Happy Prospects = Happy Employees = Happy Suppliers = Happy DPO = Happy ICO = Happy CEO = Happy Shareholders Kenoconnordata.com 2018 15 GDPR Preparation = Data Supply Chain Opportunity Data Value Map
- 16. Ken O’Connor Email: Ken@Kenoconnordata.com Twitter: @Kenoconnordata Linkedin: https://www.linkedin.com/in/kenoconnordata/ Ken O'Connor is an independent data consultant with over 30 years of hands on experience in the field. Ken specialises in helping organisations meet the data quality management challenges presented by data intensive programmes such as data migrations, data population and regulatory programmes such as GDPR, Solvency II, Basel II / III, Single Customer View and Anti Money Laundering. Ken is a founding board member and Vice President of Marketing of Data Management (DAMA) Ireland. Ken provides practical data quality and data governance advice at his popular blog: http://kenoconnordata.com Kenoconnordata.com 2018 16