Do You Operate A Digital Business?
Every business is now a digital business and those where the full C-‐Suite understand the benefits of this are those that will be most successful. Execu=ve leadership teams must recognize that the separa&on between technology and business has vanished, and that understanding and using technologies is now the key to any long las=ng success.
Putting Digital Assets Into Context
Digital Has Transformed the Intangible into Tangible Results
Economic Transformation
The Transformation Is Already In Full Swing But Many Are Behind
Why The Shift in Valuation to the Intangibles?
So, What Are Your Tangible Digital Assets?
• Hardware • Enterprise Software • Digital Investments • ?????
What Are Your Intangible Digital Assets? • Design • Intent • Content • Conversations • Media • Experiences • Engagements • Innovation • Relationships • Strategies • Reputation • Patents • Service
• Integrity • Culture • Intellectual • Human Capital • Word of Mouth • Customers • Suppliers • Business Model • Marketing • Processes • Technology • Goodwill • + 100’s others
Organizing The Intangibles
Human Capital u Employees u Management u Training u Philosophy u Knowledge u Experience u Diversity
u Tribal Behaviors u Communica@ons u Engagement u Trust u Culture u Recruitment u + 100 others
Relationship Capital u Partners u Customers u Suppliers u Media u Engagements u Experiences u Messages u Public Rela@ons
u Social Media u Connec@ons u Board Members u Trade Associa@ons u Communica@ons u Marke@ng u + 100 Others
Strategic Capital u Business Model u Products & Services
u Strategy u Market Focus u Customer Segments
u Stakeholders
u Shareholders u Data Collec@on u Analy@cs u Assessments u Cultural Acuity u Market Sen@ment u Value Crea@on Model
u + 100 Others
Structural Capital u Human Resources u Opera@onal Quality u Org Design u Knowledge Mngmt u Process Defini@on u Use of Technology u Roles & Rules u Cycle Times
u Feedback Loops u Customer Oriented u Flexible & Reviewed u Measured Data Effec&veness
u Change Management u + 100 others
Structured Data: 20%
Unstructured Data: 80 %
The Intangible Value of BIG Data
SOC 1 SOC 2
SOC 3 ISO 27001
ISO /IEC 27018
ISO 9001
CMMI
The Purpose of Digital Assets
Strategic Capital: Enables Fulfillment of Organizational Purpose
Structural Capital: Enables Assets to be Leveraged for Value Creation
Relationship Capital Creates an Ongoing Attraction to your Brand
Human Capital Creates Human Connectivity Between your Brand and the Marketplace
How Do We Measure The Value of These Assets?
Rule #1: The Valuation Is Not In the Actual Asset Rule # 2: The Valuation Is In What You Get From
Enabling The Asset to be Used Rule #3 Correctly Enabling The Asset for Use Is
Where and How You Get The Highest Returns
Lets Define Enable
Give (someone or something) the authority
or means to do something. “
Make (a device or system) operational; activate
Enabling people and things is an intangible asset. Lets look at some real life examples
Today, 98% of Target's customers shop digitally, and three-quarters of them start their experience on a mobile device. Chief Strategy and Innovation Officer Casey Carl talks about engaging and enabling guests wherever they want to shop, and how mobile became the retailer's new front door to the store.
Adver&sing: Content With U&lity As An Intangible
The Unilever haircare story All Things Hair YouTube Channel
The Results
• #1 Hair Care Youtube Channel in 5 Countries
• 50 Million Views a Year
• Double Digital Sales Growth Year after Year
Digital Relevance: An Intangible With a Return • Of online consumers, 69% agree that
the quality, timing, or relevance of a company's message influences their perception of a brand.
• Company’s should be looking at their share of intent—the percent of time we are there to answer people's needs, questions, and wants..
• Take Walgreens, for example. The retailer built an all-in-one app to address common points of friction for its consumers. Walgreens has seen a 6X increase in spend among shoppers using their app, as compared to those who shop without it.
Are Companies Measuring Intent?
Slides Created by Mitch Ballard
Why Intentions Matter More Now Than Ever
Intentions are now transparent and because of digital technology (because effect), intentions reveal everything for consumers to discern the issues of the heart. Because effects are the moments of intent that define human value and behavior. Because these moments define a brands understanding of intent which has never mattered more than now.
What Are The Top Moments of Intent?
Enable Convenience
This Generation Understands Intangible Value Intuitively
Digital Assets Are Transparent for the World to See and Use. When They Aren’t Enabled The Market “Sees” No Intent to Serve. Which Means You Lose The Moment of Intent.
Some Companies Simply Can’t See Buyer Intents For Obvious Reasons
I Hope Yours Isn’t One of Them
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