The Role of the CIO and CMO in the Digital Transformation of Education

©2014 Extreme Networks, Inc. All rights reserved.

The Role of the CIO and CMO in the Digital Transformation of EducationThe Role of the CIO and CMO in the Digital Transformation of Education


Vala Afshar

2010

No Digital Footprint

2011 2012 2013 2014


Vala Afshar

2010


2011

Joined Twitter

ID: 259,725,229

2012 2013 2014


Vala Afshar

2010


2011

Joined Twitter

ID: 259,725,229

2012

Authored Book

2013 2014


Vala Afshar

2010


2011

Joined Twitter

ID: 259,725,229

2012

Authored Book

2013

Blogs /Video Series /

SlideShare

2014


Vala Afshar

2010


2011

Joined Twitter

2012

Co-Authored

Book

2013

Blogs/Video

Series/SlideShare

2014



Vala Afshar

2010


2011

Joined Twitter

ID: 259,725,229

2012

Authored Book

2013


SlideShare

2014


1 million Total Slideshare Views


Top 10 people mentioned by marketing executives.

The #1 Retweeted and Mentioned Person by Marketers


Vala Afshar

2010


2011

Joined Twitter

ID: 259,725,229

2012

Authored Book

2013


SlideShare

2014

Most Mentioned in

Marketing


TOP 100 MOST SOCIAL CIOs on TWITTER

List Published: March 25, 2014

©2014 Extreme Networks, Inc. All rights reserved.13


All Businesses Will Be

Digital Businesses


Digital EconomyWelcome to the New

User experience is shaped by technology trends

Digital economy is defined by mobile, social, cloud, big data and apps

The network is a strategic business asset

©2014 Extreme Networks, Inc. All rights reserved.Mobile-first, always connected, highly secure

Mobile70% of teenagers age 13-17 have smartphones

60% of parents have provided kids with mobile phones

58% of schools moving to digital text books in 1-5 years

43% of schools cannot customize each student’s network access

©2014 Extreme Networks, Inc. All rights reserved.Collaborative, open and connected

Social51% of schools use social media in the classroom

75% of students participate in social networks

45% of K-12 teachers use social for work purposes


1 China2 Facebook3 India4 Tencent5 WhatsApp6 USA7 Google+8 LinkedIn9 Twitter10 Indonesia

World population:


Hybrid, flexible and secure

Cloud42% of schools currently implement cloud computing

44% of schools feel their infrastructure is inadequate for video from the cloud

60% of all cloud deployments will be hybrid by 2016

©2014 Extreme Networks, Inc. All rights reserved.Right app, right person, right time

Apps70B apps will be downloaded by 2014 (286 billion by 2017)

84% of mobile traffic is related to apps

2nd most downloaded apps from iTunes are educational apps

©2014 Extreme Networks, Inc. All rights reserved.Data to insight to rapid decision/action

Big Data4300% increase in annual Big Data generation by 2020

0.5% of Big Data is being analyzed today

63% of businesses view analyzing Big Data as a competitive advantage


IDC: 90% of Revenue Growth in the Next 10 Years Will Come From the Third Platform

22


Application Landscape Report 2014Too many web applications a stumbling block to digital transformation

� 60% CIOs believe their most valuable contribution is introducing new technologies

� Cloud (56%), Mobility (54%), Social (41%) and Big Data (34%) are seeing major adoption

� 76% CIOs: modernization of the application landscape key to achieving business objectives

*Survey of 1,000 global CIOs


State of the CIO 2014Digital strategist or traditional CIO?

� 90% CIOs: role is increasingly challenging; 65% role is becoming more rewarding

� 44% CIOs report to the CEO. Tenure is six years, while average pay is holding at $219,500

� CIOs spend significant time to focus with business leaders - up to 25% of week

� Game-changer CIOs average salary $249,000 (70% report to CEO) vs cost-center CIOs ($182,000 and 37% report to CEO)

� 48% of CIOs: IT group is viewed as a cost center or service provider

� 61% CIOs have part of their compensation tied to a specific corporate revenue or profit goal


2014 CIO Priorities

“Measurement is fabulous. Unless you’re busy measuring what's easy to measure as opposed to what's important.”

– Seth Godin


1. Lead the business from the front

2. Re-invent for next-generation digital

3. Create highly engaging workplace,

customer, and partner experiences

4. Enable emergent, decentralized

tech change in the organization

5. Don’t constrain IT, empower it

CIO Mandate: Lead Digital Transformation

Authored by Dion Hinchcliffe, Dachis Group


CIOs & CMOs – 2014 and BeyondHow will CMOs and CIOs work together?


Areas where CMOs become frustrated with CIOs

CIO understands marketing requirements

Marketing employees understand IT

IT employees understand marketing programs

Want to enable marketing employees to operate data/content, without IT intervention

IT development process is slow and not aligned to the speed of digital marketing

Strongly Disagree (%) Strongly Agree

2 9 38 38 13

3 13 38 36 10

5 18 32 34 11

6 13 36 33 12

9 14 38 28 11


Areas where CIOs become frustrated with CMOs

Software service needs careful planning

CMO understands company’s IT infrastructure

IT employees understand marketing programs

Marketing pulls in technologies without consideration for IT standards

Marketing understands technology

Strongly Disagree (%) Strongly Agree

14 30 40 25

3 6 36 38 17

3 16 31 35 15

15 29 35 14

15 34 33 153

7


The Evolved CMO in 2014CMOs Must Ramp Up Business and Technology Acumen

� 62% CMOs surveyed globally believe the CIO is a strategic partner in meeting corporate goals

� 41% CMOs share common vision with CIO of how marketing and IT teams should work together

� Only 29% CMOs partner with their IT counterpart when buying marketing technology

� 31% CMOs use technologies to analyze and respond to customer feedback

� 40% CMOs claim they are hindered by the quality of customer data in their organization


Marketing Success Factors


Gartner Digital Marketing Budgets Will Increase By 10% in 2014

� Gartner – April 29, 2014

� 10.7% of 2013 annual revenue on overall marketing – digital marketing spend is 3.1% of revenue

� Digital marketing spend is double-digit increase in 2013 and 2014

� 285 respondents with revenues > $500M


IDC 2014: Marketers Budgets Continue to Increase

63%

45%

78%

16%

25%

8%

21%

30%

14%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All IT Rev >$1B Rev <$1B

Increase

Stay theSame

Decrease

Percentage of Companies Increasing Marketing Budgets

Source: IDC’s 2014 Tech Marketing Barometer Survey


The Marketing Function Will Undergo the Greatest IT-Driven Business Transformation

0% 2% 4% 6% 8% 10% 12%

IT

Accounting / Finance / Billing

Human Resources & Training

Engineering, Architecture &…

Supply Chain Management

Other Horizontal

Sales

Customer Service

Risk and Security

Industry Specific Operations

Marketing

34

U.S. IT Spending by Line of Business 5 Year CAGR (2012-2017)

Excludes Government and EducationSource: IDC’s Line of Business Forecast. Preliminary Data. October, 2013


Digital Marketing Expertise is Now a ‘Must Have’ for B2B Marketing Organizations

35

13%

19%

26%29%

34%

39%

44%

50%+

0%

10%

20%

30%

40%

50%

60%

2009 2010 2011 2012 2013 2014 2015 2016

% o

f To

tal P

rog

ram

Sp

en

d

Digital Marketing Program Spend

Source: IDC’s 2014 Tech Marketing Benchmarks Study


IDC’s Definition of Digital Marketing

Program Spend Mix: End of 2013

n=52

Source: IDC’s 2013 Tech Marketing Benchmarks Study

Advertising9.6%

Digital Marketing,

34.0%

Direct Marketing

4.1%

Events17.8%

Other Areas: PR,

MI, AR, Marketing Support

and Sales Tools,

Collateral34.5%

Program Spend Allocations (Digital Island View)

Excludes Digital Events

Excludes Email Marketing

Excludes Display and Search Ads

Digital Marketing – 39% of Program Spend in 2014

Display Ads 22.0%

Search Ads, 20.2%

Mobile Ads1.7%

Email Marketing

13.3%

SMS/Text Messages

0.7%

Digital Events 3.7%

Company Web Sites

13.3%

Search Engine

Optimization 3.8%

Mobile Web and

Applications1.4%

Other Web Site 0.1%

Social Marketing

5.8%

Marketing Automation

14.0%

39% forecastfor 2014


IDC 2014: Website and Social Marketing Program Investment is a Priority

-10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Web Site SocialMarketing

MarketingTech

Branding& Content

DirectMarketing

AnalystRelations

PublicRelations

Advertising Events MarketIntel

MS&ST*

All IT Companies >$1B Companies <$1B

* Marketing Support & Sales Tools


Q. Please indicate if investment in the following Program Spend categories will increase, decrease, or stay the same in 2014 as compared to 2013.


IDC New Staff in 2014: Web, Campaign, Content

-5%

5%

15%

25%

35%

45%

55%


Q. Please indicate if investment in the following staffing categories will increase, decrease, or stay the same in 2014 as compared to 2013.


� Is CDO the next step for the aspiring CIO-Plus?

� The CDO’s job is to turn the digital cacophony into a symphony

� Roughly 20% of CIOs in Gartner survey said they played the role of a CDO

� To build great digital capabilities you need to link to your existing IT capabilities/people

� 2011 – 75 CDOs2013 – 500 CDOs2014 – 1,000 CDOs

Should Your CIO be the Chief Digital Officer?


� 100 CDOs serve in large global organizations in 2014, more than double that in 2012

� By 2015, 25% of large global organizations will have appointed Chief Data Officers

� Over 25% of CDOs are women, almost twice as high as for CIOs (13%)

� By 2014, more than 20% of government organizations will have appointed a CDO

Chief Digital Officers


CMOs and CIOs Need to Get Along to Make Big Data Work

� Data-driven companies are 5% more productive and 6% more profitable

� Marketers spend $50 billion on Big Data and analytics capabilities

� Per Gartner, the CMO’s IT budget is expected to outstrip the CIO’s by 2018

� CMO (customer data) and CIO (Big Data backbone) are natural partners


Gartner: 2014 Technology Transit Map

Ad TechnologyAnalyticsCreativeCommerceEmerging TechnologiesMarketing ManagementMobileReal-Time DataSearchSocialStrategyUser Experience (UX)


IDC - 2014 Marketing Technology MapDigital Transformation of Marketing


2014 Marketing Technology Landscape


“The most powerful combination is the CMO and CIO working together with a shared goal to grow the business.”


“Partner with the CIO organization so that the IT strategy and tactics for the marketing function become shared and unified.”


Digital Transformation in Education


Connecting Students Worldwide1400 School Districts 1100 Universities

`


Was College Worth it?

� 1,500 respondents to a recent Salary.com survey

� 35% of people said college is not worth the expense

� 43% say a college degree isn’t really necessary to succeed in life

� 31% of all student loan borrowers are effectively delinquent

� Pew - Average unemployment rate for 20- to 24-year-olds in 2012 was 13.3%, up almost 4% from just eight years prior.


� Seven out of ten students graduating last year left college in debt

� Total amount owed from student loans is more than $1.2 trillion, surpassing the total of credit card and auto loan debt

Student Debt


”In 15 years from now half of US universities may be in bankruptcy. Our schools are teaching skills for which there are no jobs.”

- Clayton Christensen

Harvard Business School


“MOOC disruption is only beginning” – Boston Globe, May 9, 2014

“Two recent Gallup polls showed that although 96% of chief academicofficers believe they’re doing a good job of preparing students foremployment, only 11% of business leaders agree that graduates have the

requisite skills for success in the workforce. And this is all occurring whilehigher education leaders were convinced that they were innovating all along.”-- Clay Christensen


� Disruption is enabled by a technological core

– New entrants build on their technological core to move up-market

� New business models coming to education

– “on the job learning”; a week on, week off; internships/co-ops

Disrupting Education


� Online courses / MOOC infrastructure� Digital content� Digital badges� Digital assessment� Adaptive learning systems� Student recruiting and retention systems

“

The Growing Technological Core in Education

“Online education has created an inexpensive alternative to brick- and-mortar schools in a market that is rarely a consideration for leading universities.”

- Clay Christensen


Growth of Online Educational Models


The Mobile Student

� In class� Participating in athletics� Relaxing in student housing� Shopping

� Studying in the library� In the stadium� Sleeping� Visiting other campuses (eduroam)


� How technological innovation impacts education� A roadmap for the transformation of education� Trends in education

Extreme Networks CIO StudiesIn-depth interviews and surveys with Education CIOs


CIOs Must Make Strategic ContributionsIT strategy should align with the institution’s operating requirements and strategy

� Student Recruitment� Student Retention� Fundraising� Reducing costs and improving operating efficiency� Greater classroom innovation


Trends in Education

BYOD and Wireless

Digital Content

Online Assessment

MOOCs and Digital Badges

Student Devices: Chromebooks

Wearable technology

Digital citizenship / footprint


� Build the right infrastructure� Provide the right applications and services� Transform the IT organization� Support institutional transformation

Transformation Road MapStructured approach to align business goals, strategy, and technology to institutional challenges


BYOD and 1:1 Computing

44% planning to implement both BYOD & 1:1 computing


BYOD Challenges

� If an employee prefers to use a personally-owned phone service, should the university post their personal phone number on the web site?

� Can employees archive their business email and data to a personal cloud account, and migrate software licenses to personal email accounts?


Campus Devices

� Student devices/wearables

� IoT across the campus facility

� Faculty devices, including Google Glass

� Rogue IT devices


Internet of Things on Campus


� +79% growth in 2014

� 5.2 million units expected 2014

� Market: 85% US; 82% education

� 5,000 (20%) school districts use

Chromebooks in Education


Extreme Survey: Chromebook Trends in Education

� Currently concentrated in grades 6-12, but 20% use in all grades

� 767 Chromebooks per district, adding another 1,774 within 3 years

� Several districts use 50,000


What We Learned From Chromebook Survey

� Only 15% said they would not use� Highest usage in Grades 6-8; lowest in K-2� Biggest device issue: durability� Price and ease-of-use most important features� Few districts offer device insurance program to students� Upon graduation, students of most districts must return the device� Windows laptops usage is expected to drop� iPad usage expected to grow� Netbooks usage waning� 45% of districts have BYOD program� 35% of districts have 1:1 computing program� 70% expect Chromebook usage to grow



Google Glass in Education (examples)

� Sports training - Coach and spectators experience athlete's perspective and provide real-time coaching. Athlete view recordings to improve head and body motions

� Real-time interactive field trips - CERN, Oval Office; war zone; Federal Reserve Bank; Mt Everest; Tibet, Papua, New Guinea; Cheyenne Mt; Antarctica; Egyptian pyramids

� Remote in-classroom experience - Professor wears Glass during lecture and opens a Hangout

� Provide virtual reality simulations - Student performs an operation, plays tennis, walks in space, returns a kick-off

� Class management - Professor takes attendance and pulls recent grades for students; can call up deeper subject content


Suffolk Law Professor Andrew Perlman


Drones on Campus

� Student projects exploring the intersection between art and technology

� Loan drones to students for checkout and experimentation

� Footage from sporting events.

� Promotional flybys of key campus buildings and features and virtual holiday greeting videos.

� Footage of unique campus events, such as campus picnics or move-in weekend

� Unique photographs from hard to reach places.

� Inspections of buildings and monitor construction projects

� Field projects, such as studying wildlife from a distance, and detailed 3D archaeological mapping

� Monitor agricultural and environmental conditions


“The Degree Is Doomed”

“Employers have never before had such easy access to specific and current information pertaining to a candidates’ potential.”

“The value of paper degrees will inevitably decline when employers avail themselves of more efficient and holistic ways for applicants to demonstrate aptitude and skill.”

- Michael Staton


Trends in Education: Digital Badges




Massive Open Online Courses (MOOCs)

� 90% offer or plan online courses

� 13% offer MOOCs today

� 5% believe MOOCs will replace traditional classes


Moving From MOOC To SPOC

� Course completion dismal

� Most participants already have college degrees

� Challenge of engagement


2014 Gartner Hype Cycle for Education

MOOC within the Trough of Disillusionment


Massive Open Online Courses (MOOCs)

Extreme Networks MOOCU.ExtremeNetworks.com

• 4 Courses• 5000+ Students• 50 Countries• 7 Partnering Universities

What is EXT MOOC


“With our early-alert system, retention rates are up 2-5%.”

- Phil Komarny, CIO Seton Hill University

Student Retention� Early warning systems� Case-management systems for

tracking students� Create a positive student technology

experience to grow loyalty


Student Retention Systems survey

� A $16.5 B problem

� 3/4 of schools are aware of the problem

� 1/2 of schools have a retention system


Michael Mathews, co-author, is the CIO at Oral Roberts University


Digital Citizenship

� Social skills are vital for today’s workforce

� Digital exhaust and personal brand

� Google yourself and ask: ‘would I hire me?’


Build The Right Infrastructure

• Local and cloud-based servers and storage • Wired and wireless networking • Voice• Network security and access control • Infrastructure for online learning and collaboration • High-speed Internet access • Disaster recovery • Project management capability

“Digitizing, providing online education, Georgetown Global, that all has to sit upon a solid modern infrastructure and architecture to be able to run.”

- Lisa Davis, CIO of Georgetown


Is your infrastructure ready?

• 37% moving to digital text books only

• 73% not sure their network can handle digital text books

• 45% network not adequate for video


Digital Assessments Are Here

� Online testing

� Florida Standards Assessments

� Formative assessments


Extreme Survey: Assessment Readiness


Summary Results1. Infrastructure2. Security3. Virtualization4. Business Transformation5. Skills Development6. Mobile7. New App Dev8. Cloud, SaaS9. Big Data10.Outsourced Services


IT Strategic Priorities


Transform the IT Organization

� Develop a service-oriented culture within IT� Adopt an efficient IT organizational structure� Align IT and the business� Develop IT staff skills

“Every IT person can do any project

that doesn’t take more than 12 hours.

If there is a contra initiative and you

need our help, we help you. There is

no need for some committee to

decide. ”

Rob Rennie, CIO of Florida State College at Jacksonville


� Facilitate open relationships with stakeholders� Exchange ideas with stakeholders� Foster executive relationships

� Ideally CIO reports to president, dean, or provost� Participate on non-technology committees� Create informal relationships with institutional leaders

Drive and SupportTransformation & Culture Shift


“Cost, efficiencies, better integration, less maintenance, security, all of these are driving cloud applications.”

- Lisa Davis, CIO of Georgetown

Cost Reduction andOperational Efficiency� Look at admin services, facilities, curriculum

management for opportunities� Cloud � Collaborative software � Extreme Networks Purview



Reducing Costs Through Technology

� Device costs

� Digital text books

� Reducing drop-outs

� Software Defined Networking

� Simulations, augmented reality

� Live video field trips

� Configurable and distributed classrooms


Education-Related Huffington Post Blogs


“For most of us the problem isn’t that we aim too high and fail

- it’s just the opposite - we aim too low and succeed.”

― Ken Robinson


Thank You

@ValaAfshar

The Role of the CIO and CMO in the Digital Transformation of Education

Technology

marketers2014 extreme

secure2014 extreme networks

social media

social networks45

social cios

right person

mobile phones58

mobile traffic