{"id":7192,"date":"2023-04-04T13:37:33","date_gmt":"2023-04-04T12:37:33","guid":{"rendered":"https:\/\/www.theoaklandgroup.co.uk\/?p=7192"},"modified":"2024-04-17T10:00:58","modified_gmt":"2024-04-17T10:00:58","slug":"a-data-strategy-is-not-a-strategy-for-data","status":"publish","type":"post","link":"https:\/\/weareoakland.com\/blog\/a-data-strategy-is-not-a-strategy-for-data\/","title":{"rendered":"A data strategy is not a \u2018strategy for data\u2019\u00a0"},"content":{"rendered":"<p><span data-contrast=\"auto\">Most data strategies fail to make it from reading material to change accelerant. This means that they don\u2019t create tangible outcomes. Worse, they fail to address gaps in understanding and expectation. Simply, they don\u2019t achieve relevance. When this happens, data and analytics remain an isolated technical domain focused on core activities&#8217; \u2018numerical exhaust.\u2019<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"none\">Why does this happen?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">One thing failed data strategies almost always have in common is this: they were written as a \u2018strategy FOR data.\u2019 I know this sounds like an odd thing to criticise. Why wouldn\u2019t a data strategy be a \u2018strategy for data\u2019? <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Well, the problem is this: starting with the thought \u2018I\u2019m going to write a strategy for data\u2019 is inevitably inward-facing. Start with this, and it\u2019s difficult to avoid slipping into:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:776,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">talking about the technology you want to buy,\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:776,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"none\">or explaining how the literacy of your internal user base is underwhelming<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:776,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"none\">and\/or peppering the audience with jargon<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">This isn\u2019t a great read for the folks who don\u2019t work in data. If you start with a data-centric perspective, you will write something that\u2019s insular, tech-heavy, and leaves the audience cold. Then, your data strategy goes on a shelf. You might be able to tick a box and say, \u2018we have a strategy for data,\u2019 but none of the expected benefits will materialise.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:56,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"none\">It\u2019s Data FOR strategy\u2019<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"none\">The point here is that your business already has a strategy, and it isn\u2019t looking to the data team for another one. The last thing anyone needs is another department coming up with a shopping list. A Data Strategy is <\/span><b><span data-contrast=\"none\">not<\/span><\/b><span data-contrast=\"none\"> about giving your business a whole new set of priorities to worry about. It\u2019s about explaining how data can play a key role in achieving the shared future in your strategy, and what\u2019s needed to <\/span><b><span data-contrast=\"none\">make that happen<\/span><\/b><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">So, when you\u2019re thinking about Data Strategy, remember: it\u2019s not \u201cStrategy FOR data\u201d it\u2019s <\/span><b><i><span data-contrast=\"none\">\u201cData FOR strategy\u201d.\u00a0<\/span><\/i><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">That is the subtle but vitally important rule to remember when you\u2019re writing or refreshing a data strategy.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"none\">Putting it into practice<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"none\">So far, we\u2019ve focused on getting clear about the right mindset to bring to data strategy development (i.e. data FOR strategy). But it\u2019s vital to translate this into an effective process for strategy development.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Many organisations struggle with this shift. Even when you have changed your mindset, you can easily get stuck. It\u2019s easier when you have a method you can rely on.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">At The Oakland Group we base our approach to Data Strategy development around four key principles:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ol>\n<li><b><span data-contrast=\"none\">Data is business:<\/span><\/b><span data-contrast=\"none\">\u00a0 Data must be re-cast as a means to meet organisational need. At a simple level, the starting point for your data strategy is to therefore understand:<\/span><\/li>\n<li>What outcome(s) does our organisation need to achieve?<\/li>\n<li>What should the role of data be in that journey?<\/li>\n<li>How will business value be created?<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1440,&quot;335559739&quot;:60,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ol>\n<p><b><span data-contrast=\"none\">People, Process and Tech = Capabilities<\/span><\/b><span data-contrast=\"none\">: the modern data strategy requires a balance across technology, people and. A powerful way of looking at this is through the lens of capabilities. What does your business need to be able to <\/span><b><span data-contrast=\"none\">do <\/span><\/b><span data-contrast=\"none\">with its data? Buying technology or talent is inherently transactional and narrow in scope. Creating capability requires carefully balanced orchestration of people, processes, and technology. It opens a wider perspective for a data strategy. This is because the capabilities required will be very different depending on the needs of the organisation. If you think about capabilities as the data \u2018muscles\u2019 of the organisation, you need to know what you\u2019re training them for. Are you running a marathon\u00a0 breaking the 100m world record or strolling for the bus?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">Stories not sermons:<\/span><\/b><span data-contrast=\"none\"> any effective data strategy must have a compelling narrative. Writing and implementing a data strategy is fundamentally a storytelling challenge. If you can\u2019t persuade, you can\u2019t get anywhere.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">It\u2019s easy to get lost in a maze of complex frameworks, jargon and detailed arguments. For the non-technical audience, a Data Strategy to tell three interrelated stories:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:709,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">The value story:<\/span><\/b><span data-contrast=\"none\"> how will the organisation create concrete value from data against its strategic objectives?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:709,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">The data management story:<\/span><\/b><span data-contrast=\"none\"> this describes how the organisation will collect, store, organise, curate and safeguard its data.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:709,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">The data culture story:<\/span><\/b><span data-contrast=\"none\"> this is so often overlooked, but vital. What should people think, feel, role model and advocate?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:709,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">Co-creation:<\/span><\/b><span data-contrast=\"none\"> too many data strategies are cooked up by a select few in the data team and then unleashed on an unsuspecting audience at short notice. These take ages to create and hardly ever land well.<\/span><\/p>\n<p><span data-contrast=\"none\">A closeted approach might give the author control or make them feel clever. But it\u2019s unlikely to get business buy-in. You\u2019ll end up with a document that is too technocratic, too inward-facing and too peripheral to really make a difference. At Oakland, we think data strategy should be an outward-facing, whole-company effort. A data strategy is a shared document that sets out how the organisation plans to use one of its most important assets. It should grow out of workshops, customer engagement and deep analysis of the needs and personas of the host organisation. The final presentation should not be a \u2018big reveal\u2019, you MUST work collaboratively.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:567,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">When you put those four principles together, a very different way of looking at creating a data strategy emerges. One that grows as a compelling set of co-created stories grounded in the beliefs and physical reality of your organisation.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">The resulting strategy will be a careful orchestration of people, process and technology to create the capabilities needed to deliver your business\u2019 strategy. It will be a lot more than a \u2018strategy for data\u2019.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>Joe Horgan is a Principal Consultant at Oakland, he regularly posts on LinkedIn about all things data strategy and digital transformation. Follow him here&#8230;.<a href=\"https:\/\/www.linkedin.com\/in\/joe-horgan\/\"><span>https:\/\/www.linkedin.com\/in\/joe-horgan\/<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most data strategies fail to make it from reading material to change accelerant. This means that they don\u2019t create tangible outcomes. Worse, they fail to address gaps in understanding and expectation. Simply, they don\u2019t achieve relevance. When this happens, data and analytics remain an isolated technical domain focused on core activities&#8217; \u2018numerical exhaust.\u2019\u00a0 Why does&#8230;<\/p>\n","protected":false},"author":18,"featured_media":6439,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[402],"tags":[50,135,38,30],"class_list":["post-7192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-strategy","tag-business-transformation","tag-data-culture","tag-data-management","tag-data-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A data strategy is not a \u2018strategy for data\u2019\u00a0 | Oakland<\/title>\n<meta name=\"description\" content=\"So, when you\u2019re thinking about Data Strategy, 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