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Building A Data-Driven, Customer-Centric Organization
©CODEI 2016 All Rights Reserved.
Engineering A Digital Transformationtm

But I just want to be customer-centric, why do I have to “engineer a digital transformation?”

Data.
Accumulating everywhere, data is every
organization’s path to sustained value
and it is also the path to increasing risk,
liability, confusion and chaos.

April 15, 2016
Our people. A cross generational group
of people that must now be creative,
critical thinkers using all kinds of new
technologies in all kinds of new ways to
meet all kinds of new demands ….

DIGITAL
TRANSFORMATION
The realignment of, or new investment in,
technology, business models, and processes to
more effectively compete in an ever-changing
digital economy.
Brian Solis
Principal Analyst, Altimeter Group (a Prophet co.), Author of X:
The Experience When Business Meets Design

THE SECRET?
1.It’s Not Easy
2.It Isn’t Simple
3.It Isn’t Quick

©CODEI 2016. All Rights Reserved.
It Can Be Done.Building A Data-driven and Customer-centric Organization In The Lottery Industry
Aligned revenue and income.
Directed growth.
Stable return on sales rate.
Hoosier Lottery
Year Over Year +/- %
Source: Hoosier Lottery financial reporting

By 2018, 67% of the CEOs of Global 2000
enterprises will have digital transformation at
the center of their corporate strategy.
6 Predictions About the Future Of Digital Transformation, Gil Press, Forbes (Forrester, IDC and Gartner)
3 years into digital transformation
3 years into digital transformation
10+ years into becoming data-drivenLottery Retailers
Already On Their Way.
Lottery – Just
Getting Started.
Source: Strategy Not Technology Drives Digital Transformation,
MIT Sloan Management Review.

Susan Golightly
WHO HAS A CHOICE?

Source: Brideworks http://bit.ly/19Msx5N via IoT Architecture, Trivadis 3/24/2015
©CODEI 2015-2016. All Rights Reserved.
It’s Only Just
Begun.

≠
Organization’s Aren’t Organized
To Meet The Needs of the
Always On Customer.

Big Data
Sales Technology
Marketing Automation
Marketing Analytics
Lots of Technology,
Not A Lot of Solutions.
Source: Simon Blackburn
Source: chiefmartec.com
Source: venturebeat.com
Source: Matt Turck, Managing Director FirstMark Capital

August 2015

Convert “data” from bits & bytes into an integrated,
measured & growing asset via transformed distributed,
self-service competencies across the organization.
Data-driven.
Continuously growing understanding of the customer
and deploys integrated solutions and strategies
envisioned and built around them.
Customer-centric.
Iterative, transformative and disruptive innovation that
accepts failures and create new markets.
Innovation as a strategy.
Continuously. Across the organization.
Agile.
Siloed and product-centric approach to the
customer, push communications and
reach/frequency based measurements.
Yearly new products, rigid strategic
planning.
Slow, centralized and iterative decision-making
based largely on narrowly defined customer
needs, market protection and failure avoidance.
Disparate & growing data sets, limited data
governance, siloed analytics, piles of reports
and increasing security and privacy threats.
CODEI, LLC ©2016

Skills Now Required
Critical thinking
Creativity
Change, Risk, Failure
Communication
Collaboration
Data, Customer, Business, Technologies
New Approach to
Education
& Training
Behavioral economics
Continuous training, expanded content
Digitally enabled
Multi-generational
CODEI, LLC ©2016

Customer
People
Data
Planning &
Process
Systems &
Technology
Organization
How Long
Will It
Take?
It Will
Never Be
Done.

Changing The Way We
Do Business Requires
Actually Changing The
Way We Do Business.
• Executive ownership and organizational alignment.
• Prioritize & be patient – gunky, clunky and fundamental first.
• Be courageous – focus, stop, start, more.
• Fully resource – today’s business & preparing for tomorrow.
• Inspire, engage and inform – everyone, over and over, manage the change
effort.
• Know and own your story – all of it.
• Payment structures - align dollars with value creation.
• Procurement - flexible, agile and responsive.
• New metrics – value, track and measure.

•Understanding.
•Audit.
•People.
What Can You Do?

Susan Golightly
sgolightly@codeimarketing.com
317.496.4411

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