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

Thank You name@devdigital.com