What's your strategy? Getting tactical about being strategic.

Presented at WAW CPH April '24

1. What’s your strategy? Getting tactical about being strategic

2. Hi, I’m Doug Hall [email protected] DugaDigital.com

3. 6 months ago I entered the transfer market

4. I this industry!

5. What are you going to do? This is the wrong question “What” is already defined “What” is your business, goal, mission, identity, raison d'être Strategy is “How”

6. What’s your strategy? You’re not asking the right people Don’t just ask me Strategy isn’t [ just ] for leaders Strategy is for everyone Think holistically .

7. Because: Strategy is everyone’s job Every team member is linked to the business, so everyone's “How” is linked , and everyone’s “How” is goal aligned The goal is: Clearly defined Well understood Well communicated https://assafweinberg.medium.com/why-strategy-is-for-everyone-a043acfefc40 https://www.amazon.co.uk/Strategy-Everyones-Steven-Stowell-Ph-D/dp/0972462767

8. How do you communicate strategy? Strategy for everyone ? Sensible Believable Useful What is a good strategy? Can you explain your data strategy to your non-technical boss, and their boss?

9. Strategic enablement fosters organisational responsibility. Ownership and accountability: Enhanced by the right strategy well communicated. We light fires Strategy is the means of lighting the fires.

10. We always need a Strategy

11. We’ve always needed a strategy 5G IT Data 1P, 3P Brand Digital Media Crypto Metaverse AI

12. We’ve always needed a strategy But do you always need a strategy? 5G IT Data 1P, 3P Brand Digital Media Crypto Metaverse AI

13. No Consider the utility of the thing you’re strategising about and how it contributes to your business. No point in considering how to do something that has no use or value

14. Goal alignment Heuristics for strategy development How to develop your “How”

15. Data Strategy 3 considerations

16. Foundation #1: What is the data for? How will data add value? Marketing Performance? Product Maintenance? Mobile Personalisation? Experimentation Service optimisation?

17. Reward #2: Who is it valuable for? Understand stakeholder needs What is the data for: Who is rewarded by the measurement? Does this goal have business value? Does this change the approach to data?

18. #3: Quality Love note to everyone downstream Integrate a data quality framework Include SOPs and Contracts in your data quality playbook

19. SOP SOPs are kind industrialisation *essential for fully remote teams

20. Contracts Contracts are king Governance Change Management Quality Activation

21. Brand Strategy 3 Actionable Insights

22. Super Wisdom #1: Strategy will be built on a brand - Steen Rasmussen Brand is a critical factor Brand is the pillar that powers the business #2: Brand measurement is a macro measurement - consider the halo effect - Peter O’Neill

23. Brand is measurable #3: Make sure investment is measurable and the measurement is aligned and trustworthy Brand measures are multidimensional Consider quantity and quality in measurement of success Quantitative + qualitative data There is only one thing in life worse that being talked about, and that is not being talked about. - Oscar Wilde

24. AI Strategy

25. AI Strategy Just make it purple?

26. AI Strategy is really hard

27. Expectation Reality

28. Promises have been made Expectation is high High expectations are frequently not met Build “How” with confidence? https://www.ben-evans.com/presentations

29. Context awareness informs your big picture vision Strategic thought is partly a function of practical experience. If you don’t DO , you won’t learn. Some you win, some you learn

30. Experience informs decision making Instead of simply accepting the base-level option, strategic thinkers generate a range of viable alternatives.

31. Does a strategy age well? Don’t be afraid to go back and optimise solutions based on new learning - it’s constant and ongoing.

32. Action is about what you do. Preparing a business strategy is only one step; how you implement your strategy determines your success.

33. Consultants “That’s all well and good in practice but does it work in slides?”

34. AI Strategy is possible 3 Guiding maxims to develop your strategy

35. #1: Build or buy? Avoid sparkles Choose value over excitement “Surveys suggest that though excitement about generative AI is very high , value has largely not yet been delivered .” Thomas H. Davenport and Randy Bean

36. Gen AI Google: “...tackling spammy, low-quality content on Search” “Scaled content abuse” Google March Core Update: “We expect that the combination of this update and our previous efforts will collectively reduce low-quality, unoriginal content in search results by 40%,” https://blog.google/products/search/google-search-update-march-2024/

37. Choices Nobody knows! But do ask the question Be informed “... the “jury is out” on whether Google will successfully translate generative AI product innovation into impactful revenue gains. “ https://www.itpro.com/technology/artificial-intelligence/how-google-will-use-gemini-and-multimodal-ai-to-flex-its-ai-native-muscles-in-2024-and-why-it-could-seize-microsofts-market-lead #2: OpenAI or Gemini or others?

38. Choices #2: OpenAI or Gemini or others? Monetisation is key Existing product integration Are they just more ‘sparkly’? Are they actually better? Vendors need to educate users how to extract more value

39. Gemini in BigQuery Data Insights Data Canvas Auto completion & Auto generation Generate a SQL query Complete a SQL query Explain a SQL query Generate Python code Complete Python code Recommended partitioning and clustering Explanation # GameChanger The future is here

40. Gemini in BigQuery The future is here Where next? Prepare For change To adapt “We can converse with our data, asking strategic questions rather than merely querying for facts and figures.” Jim Sterne Applied Marketing Analytics Editorial

41. #3: It’ll move slower than you expect in 1 year, and faster than you expect in 10 years AI is either easy or impossible Easy for who? Accounts Payable do not need GenAI Operational efficiency gains? Synthesis Summary Creative Brainstorm ideas

42. #3: It’ll move slower than you expect in 1 year, and faster than you expect in 10 years AI is either easy or impossible Easy for who? Accounts Payable do not need GenAI Operational efficiency gains? Synthesis Summary Creative Brainstorm ideas Gemini Generate, autocomplete, explain

43. #3: It’ll move slower than you expect in 1 year, and faster than you expect in 10 years AI is either easy or impossible Easy for who? Accounts Payable do not need GenAI Operational efficiency gains? Synthesis Summary Creative Brainstorm ideas NOT spam at scale

44. Do you have a refund policy? …Yeeeessss…. Hint:Here’s A refund policy. It’s not OUR refund policy Good, now I need a refund REFUND THEM! https://www.theguardian.com/world/2024/feb/16/air-canada-chatbot-lawsuit

45. Humans want answers AI synthesises something that looks like the right answer Synthesis and summary isn’t always what we want https://www.theguardian.com/world/2024/feb/16/air-canada-chatbot-lawsuit

46. We cannot legislate for prompt quality If the output is public, include a human in the pipeline Educate Ramp up pols and procs first chatGPT is a lawyer job creation tool https://www.theguardian.com/world/2024/feb/16/air-canada-chatbot-lawsuit

47. My Strategy

48. 6 months ago I entered the transfer market

49. The Renaissance Build a market leading strategic services agency Lead the best informed, proactive team Build a culture of collaboration, support, growth, leadership, responsibility, and accountability

50. Pitching ReliablyDougHall Ltd. Vision Narrative Proposal Budget 5 Year plan

51. Pitching ReliablyDougHall Ltd. Vision Narrative Proposal Budget 5 Year plan Sensible Believable Useful

52. Pitching ReliablyDougHall Ltd. Vision Narrative Proposal Budget 5 Year plan This is my “How”

53. How it’s going Well… funny you should ask

54. Duga means "to help or to produce" in Old Norse English. Smallest company I’ve ever worked for HUGE talents onboard Clients Partnerships Potential We’re punchin’ up and punchin’ hard

55. Thank you! [email protected] DugaDigital.com