“CDO-首席数据官”的价值、挑战及发展

任何行业都不能幸免于技术、社会或经济中断的影响。今天，首席数据官在驾驭不断变化的世界的复杂性和工程应对不断变化的市场需求方面发挥着关键作用。CXO UNION CXO联盟 cxounion.cn

那么，首席数据官的下一步是什么？CDO 如何应对中断，为其组织带来业务价值，并最终获得董事会的邀请？CXO UNION CXO联盟 cxounion.cn

在本文中，您将了解到：

1 – 首席数据官角色简要概述

2–首席数据官的当前游戏状态和挑战

3–如何提取数据的真实值和使用案例

4–CDO的未来

一、什么是首席数据官？CXO UNION CXO联盟 cxounion.cn

首席数据官负责开发和实施组织获取、管理、分析和管理数据的管理方式。首席数据官负责将数据列入业务议程，而不是将数据视为经营业务的副产品。CXO UNION CXO联盟 cxounion.cn

直到20世纪80年代，数据管理者的角色还远非高级职位。首席数据官首次出现于21世纪初。首批任命的首席数据官之一是2002年资本一号的凯瑟琳·克莱·多斯。五年后，乌萨马·法耶兹在雅虎担任CDO职位。如今，首席数据官是利用数据推动业务成果的驱动力。

尽管企业认识到数据领导的重要性，但数据价值对许多人来说仍是一个模糊的概念。因此，缺乏衡量首席数据官角色有效性的有意义的指标。CXO UNION CXO联盟 cxounion.cn

CDO 不仅有望提供通常分散在多个筒仓中的公司数据的 360 度视图，而且还有望将数据用于业务模式的转换，并最终增加收入。CXO UNION CXO联盟 cxounion.cn

当不可避免的业务中断发生时，CDO 将推动转型，为创新和执行制定正确的工具和战略。

二、两种相反的趋势CXO UNION CXO联盟 cxounion.cn

去年，世界经济论坛发现，84%的企业领导人目前正在”加速工作流程的数字化”和自动化任务。对许多首席数据官来说，大流行是第一次重大破坏，也是尚未被接受和利用的增长催化剂。

Martin Guther（SAP的副总裁，平台和技术公司MEE）说，大流行起到加速器的作用，强制执行当前趋势，而不是自己破坏。他认为，目前CDO的趋势来自两个非常不同的观点——立法和创新。CXO UNION CXO联盟 cxounion.cn

“CDO 需要研究数据是如何被处理的。这实际上是法律已经规定了相当长一段时间的东西，现在它被强制执行了——公司需要投入大量工作来处理客户提供的数据，”Guther 说。

7月13日，我们将与SAP、汉莎航空行业解决方案、HelloFresh和理想公司的专家一起讨论CDO角色的未来。申请加入我们的免费CDO俱乐部网络研讨会。CXO UNION CXO联盟 cxounion.cn

另一个趋势是创新——从大量数据中学习的新技术正在蓬勃发展。人工智能和机器学习等突破性技术的使用为从以前不可用的数据中提取见解开辟了可能性。

立法限制的冲突和创新技术能力的增强，使首席数据官在遵守和推动创新之间保持平衡，同时加强客户信任。在数据驱动的世界中，越来越多的业务数据包含个人或敏感信息。如果应用程序使用这些数据进行统计分析，则必须保护这些数据以确保隐私。

三、提取数据值CXO UNION CXO联盟 cxounion.cn

在过去的十年里，我们都听到了商业界流传的一句话——”数据就是新的石油。但是，是否可以衡量数据的价值来支持此语句？如果是，那么为什么首席数据官很难衡量他们的成功呢？

根据SAP的马丁·古瑟的说法，数据是一种无形资产，通常不按会计准则估价。

“许多公司对办公家具价值的了解多于对数据价值的了解。数据在公司的资产负债表中任何地方都没有体现——这对CDO来说是一个很大的挑战，因为他们需要找到证明其工作价值的方法。

四、那么，CDO 如何衡量数据的价值呢？CXO UNION CXO联盟 cxounion.cn

Guther 表示：”推动数据价值的有三个可量化因素-增量收入、成本降低和风险调控。仅仅收集更多的数据并不一定能创造更多的价值。

要提取数据值，CDO 需要综合考虑三个因素：数据量、数据质量和数据使用。首席数据官必须积极管理每个方面。CXO UNION CXO联盟 cxounion.cn

“这三位司机需要走到一起，因为他们是相乘的。如果一个元素不属于等式，则不会提取该值。例如，数据量和质量在技术方面名列前茅，但调查结果并未应用于组织方面的各部门。确保公式在技术和组织层面上正确使用可能是 CDO 面临的最复杂的挑战。

五、数据如何帮助周六晚间直播节目获得更多收视率

例如，媒体和娱乐行业很快意识到，从其内容中提取数据值是长期增长的关键。2015年，Michael Martin（NBC娱乐数字公司的SVP产品、技术和运营）遇到了挑战——尽管SNL节目的大部分图书馆都在线，但观众仍然无法访问他们喜欢的内容。因此，只有最近的节目获得了最多的收视率。CXO UNION CXO联盟 cxounion.cn

为了让粉丝们全面了解 SNL 的内容，Martin 的团队意识到他们需要处理数据来推动观看者体验。由于内容和元数据不匹配，SNL 库的可见性不够。最可靠的数据包括日期、标题和字符。问题是，这些数据并不认为标题经常含糊不清，以掩盖一个笑话，球迷不知道节目什么时候播出，人物的名字并不总是知道。CXO UNION CXO联盟 cxounion.cn

Martin 的团队使用元数据和语义的混合来模拟数据并捕获每个角色、演员、季节、模拟、草图以及每个项目的特征。这种对数据的再版方法对 SNL 显示的库进行了更详细的映射，并允许粉丝发现和访问他们喜爱的内容。CXO UNION CXO联盟 cxounion.cn

六、为什么让数据引导决策的方式是至关重要的

至于最近的例子，货运和航空业都因大流行而加速中断。随着Covid-19疫苗在全球得到批准，全球在极其苛刻的情况下分发疫苗对汉莎航空工业解决方案来说是一个挑战。

汉莎航空行业解决方案副总裁苏珊•韦格纳（SusanWegner）深信，遵循”让数据引导的方式”原则对于适应新颖而苛刻的环境至关重要。CXO UNION CXO联盟 cxounion.cn

整个网络受到大流行病的严重影响，边界关闭，飞机停飞，因为相当一部分货物通常在客机的肚子里运输。CXO UNION CXO联盟 cxounion.cn

“除了将部分客机转变为货机外，我们还有算法，可以优化生产计划。通过我们的货运预测AI，我们拥有明显的竞争优势和快速适应的能力，因为我们知道我们这边有算法，”Wegner 说。

汉莎航空行业解决方案部署的 AI 算法最初旨在不断学习和重新培训自己。这尤其有益，因为像大流行这样的异常事件不会使人工智能算法瘫痪，因为它们不仅仅基于历史数据。因此，在考虑到大流行后的很短的时间内，这些算法相应地调整了预测和计算。

成功适应的另一个关键因素是数据和人工智能领导者管理团队的方式。AI 和数据团队与流程和业务部门密切合作。CXO UNION CXO联盟 cxounion.cn

“通过这些跨职能和多样化的团队，我们确保流程和业务部门的决策基于数据和经验的最佳融合。韦格纳说：”这被证明是一种有效的方法，因为我们很早就知道，我们当中没有多少人对大流行有很多经验，数据从不说谎。CXO UNION CXO联盟 cxounion.cn

虽然有些部门根据需要分析决策数据，但其他部门利用人工智能自动化流程和任务，不仅在速度方面，而且在流程效率和成本方面，因为后者也非常重要。

“从领导岗位上看，科维德变化很大，”韦格纳说。她在科维德19号开始担任这个角色，无法亲自与整个团队见面。建立关系和信任、鼓励和激励团队是一个巨大的挑战。

“我很幸运，因为团队基本上是数字本地人，对如何虚拟连接有很好的想法。但个人会议很重要，因此，我尝试在安全可能的情况下安排额外的一对一会议。

七、从分散的数据团队到数据传道

德国价格比较服务公司理想数据传道人米娜·赛义泽分享了她的公司如何从数据中产生最大的价值。”分散数据团队结构的优点是每个单元都可以专注于某个领域。然而，陷阱在于筒仓会随着时间而演变，因此缺乏沟通和协作会阻碍创新。CXO UNION CXO联盟 cxounion.cn

该公司决定将两个世界中最好的一个结合起来——分散域名专业化之间的混合方法，并激发对数据对于整个组织的重要性的理解。CXO UNION CXO联盟 cxounion.cn

数据领导团队和 CTO 批准了集中的卓越中心和数据传道者角色，以帮助加强组织内技术和业务部门之间的协作。CXO UNION CXO联盟 cxounion.cn

Mina 的职责是制定最佳实践、识别相关使用案例以及建立分析社区以应对当前的挑战。

八、CDO 角色的下一步是什么？

尽管组织已经意识到数据值得在董事会中占有一席之地，但 CDO 角色尚未确定。Gartner 估计，到 2025 年，90%的大型组织将拥有 CDO。那么，首席数据官的角色未来会怎样呢？

Martin Guther 表示：”如果 CDO 想要进入成为高级业务领导者、董事会成员的方向发展，那么她或他正在管理的数据资产以及价值必须清晰。CXO UNION CXO联盟 cxounion.cn

首席数据官是目前最关键的角色之一，因为它汇集了创新、合规性、技术和业务观点。有很多风险，但一个巨大的机会，如果你得到它的权利。CXO UNION CXO联盟 cxounion.cn

根据米娜·赛义德的说法，首席数据官的角色不应被视为首席信息官和首席信息官的侵犯。事实上，CDO 是一个以数据支撑公司战略并确保数据质量并从该资产中产生价值的人。

“我观察到的一个未来趋势是，CDO 不将数据视为一种责任，而是将数据视为一种机会。直到最近，许多CDO都专注于限制数据的不利因素，如GDPR政策或确保数据质量。很快，我们将需要具有远见和知识的 CDO，通过开发数据驱动的产品、服务和流程为公司创造新的收入来源。Saidze 说，一种与数据背景相配的创业心态，而不是缺乏数据知识的法律背景，可以帮助未来的 CDO 成功地担任这一角色。CXO UNION CXO联盟 cxounion.cn

正如马丁·古瑟所指出的，”CDO应该问问自己，他们真正想要实现的目标是什么。他们是否想成为创新的思想家，并冒着他们的想法过于进步而无法应用于组织的风险？他们想成为幕后工作的技术大师吗？还是想成为跨所有这些专业领域的转型领导者？我认为，在董事会中成长并占据一席之地是一个很好的机会。CXO UNION CXO联盟 cxounion.cn

翻译：

No industry is immune to technological, social or economic disruption. Today, chief data officers play a key role in navigating the complexity of a changing world and engineering responses to changing market demands.CXO UNION CXO联盟 cxounion.cn

So what’s next for a chief data officer? How does a CDO deal with disruption, bring business value to its organization, and ultimately get an invitation to the board?

In this article, you will learn about:

1 – A brief overview of the Chief Data Officer role

2 – The current state of play and challenges for the Chief Data Officer

3 – How to extract the true values and use cases of the data

4 – The future of Cdos

What is a Chief Data Officer?CXO UNION CXO联盟 cxounion.cn

The Chief Data Officer is responsible for developing and implementing a management approach to how an organization acquires, manages, analyzes, and manages data. The chief data officer is responsible for putting data on the business agenda, rather than seeing data as a by-product of running the business.

Until the 1980s, the role of data manager was far from a senior position. Chief data officers first appeared in the early 2000s. One of the first chief data officers appointed was Katherine Clay Doss of Capital One in 2002. Five years later, Usama Fayyad took a CDO position at Yahoo. Today, chief data officers are the driving force behind leveraging data to drive business outcomes.

While organizations recognize the importance of data leadership, the value of data is still a vague concept for many. As a result, there is a lack of meaningful metrics to measure the effectiveness of the chief Data Officer role.

Cdos promise not only to provide a 360-degree view of a company’s data, which is often scattered across multiple silos, but also to use the data for business model transformation and, ultimately, to increase revenue.CXO UNION CXO联盟 cxounion.cn

When the inevitable business disruption occurs, the CDO will drive the transformation, putting the right tools and strategies in place for innovation and execution.

Two opposing trendsCXO UNION CXO联盟 cxounion.cn

Last year, the World Economic Forum found that 84 percent of business leaders are currently “accelerating the digitization of work processes” and automating tasks. For many chief data officers, the pandemic is the first major disruption and a catalyst for growth that has yet to be embraced and harnessed.

Martin Guther (vice president at SAP, platform and technology company MEE) said the pandemic acts as an accelerator, enforcing current trends rather than undermining them themselves. He believes that the current trend in Cdos comes from two very different perspectives – legislation and innovation.

“Cdos need to look at how data is being processed. This is actually something that has been in the law for quite some time, and now it’s being enforced – companies need to put in a lot of work to process the data that their customers provide, “Guther said.CXO UNION CXO联盟 cxounion.cn

On July 13, we will be discussing the future of the CDO role with experts from SAP, Lufthansa Industry Solutions, HelloFresh and Ideal Company. Apply to join our free CDO Club webinar.CXO UNION CXO联盟 cxounion.cn

Another trend is innovation – new technologies that learn from large amounts of data are thriving. The use of breakthrough technologies such as artificial intelligence and machine learning has opened up possibilities for extracting insights from previously unavailable data.CXO UNION CXO联盟 cxounion.cn

Conflicting legislative restrictions and an increased ability to innovate technology allow chief data officers to strike a balance between compliance and driving innovation while strengthening customer trust. In a data-driven world, more and more business data contains personal or sensitive information. If an application uses this data for statistical analysis, it must be protected to ensure privacy.

Extract data values

Over the past decade, we’ve all heard the phrase in the business world – “Data is the new oil.” But can you measure the value of the data to support this statement? If so, then why is it so hard for chief data officers to measure their success?

According to Martin Guther of SAP, data is an intangible asset that is not usually valued under accounting standards.CXO UNION CXO联盟 cxounion.cn

“Many companies know more about the value of office furniture than they do about the value of data. The data didn’t show up anywhere on the company’s balance sheet – a big challenge for Cdos as they needed to find ways to justify their work.

So, how does the CDO measure the value of the data?

“Three quantifiable factors drive the value of data – incremental revenue, cost reduction, and risk management,” Guther said. Simply collecting more data does not necessarily create more value.CXO UNION CXO联盟 cxounion.cn

To extract data values, Cdos need to combine three factors: data volume, data quality, and data usage. The chief data officer must actively manage every aspect.

“These three drivers need to come together because they are multiplied. If an element is not part of the equation, the value is not extracted. For example, data volume and quality are high on the technical side, but the findings are not applied to all departments on the organizational side. Ensuring that formulas are used correctly on a technical and organizational level is probably the most complex challenge a CDO faces.

How can data help live Saturday night shows get more viewershipCXO UNION CXO联盟 cxounion.cn

The media and entertainment industry, for example, quickly realized that extracting data values from their content was key to long-term growth. In 2015, Michael Martin (SVP products, technology and operations of NBC Entertainment Digital) had a challenge – even though much of the library for SNL programming was online, viewers still couldn’t access the content they loved. As a result, only recent shows have garnered the most ratings.

To give fans the full picture of SNL’s content, Martin’s team realized they needed to crunch the data to drive the viewer experience. The SNL library is not visible enough because of the mismatch between content and metadata. The most reliable data include dates, titles, and characters. The problem is that the data doesn’t suggest that titles are often vague to hide a joke, that fans don’t know when a show is on, and that characters’ names aren’t always known.

Martin’s team used a mix of metadata and semantics to model the data and capture the characteristics of each character, actor, season, simulation, sketch, and each project. This republishing approach to the data maps the libraries displayed by SNL in more detail and allows fans to discover and access the content they love.

Why is it important to let data guide the way decisions are made

As for recent examples, both the cargo and aviation industries have experienced accelerated disruptions due to the pandemic. With the approval of Covid-19 vaccines around the world, the global distribution of vaccines in extremely demanding circumstances is a challenge for Lufthansa Industrial Solutions.

SusanWegner, Vice president of Industry solutions at Lufthansa, is convinced that following the principle of a ‘let the data lead approach’ is essential to adapt to new and demanding environments.CXO UNION CXO联盟 cxounion.cn

The entire network has been severely affected by the pandemic, with borders closed and planes grounded because a significant portion of cargo is normally transported in the bellies of passenger planes.

“In addition to converting some airliners to freighters, we have algorithms that can optimize production schedules. With our freight prediction AI, we have a clear competitive advantage and the ability to adapt quickly because we know we have algorithms on our side, “Wegner said.CXO UNION CXO联盟 cxounion.cn

The AI algorithms deployed by Lufthansa Industry Solutions were originally designed to constantly learn and retrain themselves. This is especially beneficial because anomalous events like pandemics don’t cripple AI algorithms because they’re not just based on historical data. So, in the short time since the pandemic was taken into account, these algorithms adjusted their predictions and calculations accordingly.

Another key factor in successful adaptation is the way data and AI leaders manage their teams. The AI and data teams work closely with processes and business units.

“With these cross-functional and diverse teams, we ensure that processes and business unit decisions are based on the best blend of data and experience. “This proved to be an effective approach because we knew early on that not many of us had a lot of experience with pandemics, and the data never lies,” Wegener said.

While some departments analyze decision data as needed, others utilize AI to automate processes and tasks, not only in terms of speed, but also in terms of process efficiency and cost, as the latter is also very important.

“In terms of leadership, Kovide has changed a lot,” Mr. Wegener said. She took on this role on Covid 19 and was unable to meet the entire team in person. Building relationships and trust, encouraging and motivating the team is a huge challenge.

“I was lucky because the team was basically digital locals and had a good idea of how to connect virtually. But personal meetings are important, so I try to schedule additional one-on-one meetings when it’s safe to do so.

From decentralized data teams to data evangelism

Meena Sayese, Ideal Data Evangelist at German price comparison service, shares how her company generates the most value from data. The advantage of a decentralized data team structure is that each unit can focus on an area. The catch, however, is that silos evolve over time, so a lack of communication and collaboration hinders innovation.CXO UNION CXO联盟 cxounion.cn

The company decided to combine the best of both worlds – decentralizing a hybrid approach between domain name specialisation and stimulating an understanding of the importance of data to the entire organisation.

The Data Leadership Team and the CTO approved a centralized Center of Excellence and data evangelist role to help enhance collaboration between technology and business units within the organization.CXO UNION CXO联盟 cxounion.cn

Mina’s role is to develop best practices, identify relevant use cases, and build an analytics community to address current challenges.

What’s next for the CDO role?

While organizations have realized that data deserves a seat on the board, the CDO role has yet to be defined. Gartner estimates that 90 percent of large organizations will have Cdos by 2025. So what does the future hold for the chief data officer role?CXO UNION CXO联盟 cxounion.cn

“If the CDO is going to move in the direction of being a senior business leader, a board member, then the data assets she or he is managing and the value must be clear,” Guther said.

The Chief Data Officer is one of the most critical roles today as it brings together innovation, compliance, technology and business perspectives. There are a lot of risks, but a huge opportunity if you get it right.

According to Mina Saeed, the role of the chief Data officer should not be seen as a violation of the CIO and CIO. CXO UNION CXO联盟 cxounion.cn

In fact, a CDO is a person who underpins a company’s strategy with data and ensures the quality of that data and generates value from that asset.

“One of the trends I’ve observed going forward is that Cdos don’t see data as a responsibility, they see data as an opportunity. Until recently, many Cdos focused on the downside of limiting data, such as GDPR policies or ensuring data quality. Soon, we will need Cdos with the vision and knowledge to create new revenue streams for companies by developing data-driven products, services, and processes. Saidze says an entrepreneurial mindset that matches a data background, rather than a legal background lacking data knowledge, can help future Cdos succeed in that role.

As Martin Guther points out, “Cdos should ask themselves what they are really trying to achieve.” Do they want to be innovative thinkers and run the risk that their ideas are too progressive to be applied to the organization? Do they want to be technical masters working behind the scenes? Or do you want to be a transformational leader across all these areas of expertise? I think it’s a great opportunity to grow and take a seat on the board.CXO UNION CXO联盟 cxounion.cn

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