CDO Conclave 2016 Presentations Part 1

Ajay Rathi, Meraas Holding

Why the CDO is central to making your business

strategy a digital strategy

Digital is a lifestyle not a Technology

Customers are changing their Behavior faster than firms can Evolve

THE RELEVANCE

OF FACEBOOK

Expectation

THE IMMEDIACY

OF TWITTER

THE INTELLIGENC

E OF AMAZON

THE EXPERIENCE

OF UBER

THE SIMPLICITY OF APPLE

THE CONTENT OF

YOUTUBE

THE OMNIPRESEN

CE OF GOOGLE

Customers expect brands to support their digital life

Firms are re-imagining how they adapt to the customer’s digital lifestyle

The Saviour Chief Digital/Data/Disruption Officer ( CDO)

The Rise of Chief Digital Officer

For fast-growing companies, the Chief Digital Officer is emerging as the new “it” position. Gartner predicts that 25% of businesses will

have a CDO by 2017.Number of Chief Digital Officers Doubled in

2013Seven CDOs Became CEO and Four CDOs

Became Board Directors - Reuters.Globally, 68% of CDOs are located in North America, followed by 23% in Europe, 6% in Asia; 2% in MEA; and 1% in South America

Where is place for CDO in the Jigsaw Puzzle

Mobile payment Platform- Disrupting the financial market.

3D printing – Disrupting the construction Market

Wearable and connected Devices– Disrupting healthcare market

Crowd funding– Disrupting mortgage Market

Tesla– Disrupting car Market

Advantage of CDO

And unlike CMOs, who are immersed in advertising, CDOs can see every digital touchpoint including purchase, delivery

and service. As a result, they have a much more complete picture of the customer’s experience.”

CMO

Unlike CIOs, CDOs aren’t concerned with equipment or how data is moved, but rather where that data is going and how

it’s used.

“CDOs Can bridge conflicts between marketing

& technology.

What does it take to become a CDO?

Different flavours of CDO

These CDOs are sought after by consumer-branded goods and services companies.

Online marketing and social media expertise.

Here the emphasis is on driving brand awareness, brand activation and consumer engagement.

What does it take to become a CDO?

Different flavours of CDO

These CDOs are sought after by companies involved in e-commerce, such as e-tailers and manufacturers that move to direct sales.

E-commerce & transactional expertise

The focus here is on driving traffic, conversion and revenue.

What does it take to become a CDO?

Different flavours of CDO

These CDOs are sought after by traditional media companies

Transformative product & technology capabilities

Here the emphasis is on transforming from analog to digital

Conclusion“There aren’t enough IT people who understand Digital

Marketingor Marketing people who understand Digital Marketing

(& therefore tech issues) fully”

“The Chief Digital Officer enters the arena, where the enterprise meets the customer, where the revenue is

generated... They’re in charge of the digital business strategy. That’s a long way from running back office IT, and it’s full of

opportunity.”

The Chief Digital Officer can come from an IT or Marketing or a business background. All they need is a solid grasp of Digital Business

• Farhan Syed• Partner, KPMG

Is the CDOeven needed?

Imperatives for a successful digital transformation

1. Envision and articulate the target customer experience

2. Operate at 2 speeds – allows you think big, start small and scale quickly

3. Lead with cultural transformation• Don’t try to do it on your own – borrow, over buy, over build• You’ll never have the right approach, you’ll have a good

approach that you will learn from

Skills required

Where to find them?

Digital labs / Studios

Digital is everyone's responsibility; CDO is only the orchestrator

CEOSet the direction

CDO

CMOVoice of the customer

CHROLead the cultural

change

COOEmbed the changes in

the organization

CFOProvide capital

and realize benefits

CIOEnable and modernize the back-end

Is the Chief Digital Officer even needed?

It depends!

Thank You