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To properly reflect the value of their digital      two critical inflection points:
         assets,  executives  must  embrace  an                   Inflection Point #1 is where organizations
         economics  mindset  where  the  value  of  an         transition from data as a cost to be minimized,
         assets  is  determined  from  the  use  of  that      to data as an economic asset to be monetized.
         asset.  This  is  critical  given  the  unique        I  call  this  the  “Prove  and  Expand  Value”
         economic  characteristics  of  digital  assets  –     inflection point.
         they never wear out, never deplete, can be used
         across an unlimited number of use cases at               Inflection Point #2 is where organizations
         zero marginal cost, and they can appreciate,          master the economics of data and analytics by
         not depreciate, in value they more that they are      creating  composable,  reusable,  and
         used (if properly engineered).                        continuously-learning  and  adapting  digital
         Mastering  the  Data  Monetization                    assets that can scale the organization's data
                                                               monetization capabilities.  I call this the “Scale
         Roadmap                                               Value” inflection point.

            I  introduced  the  Data  Monetization                Inflection  Point  #1:  Proving  and
         Roadmap in “Introducing the “4 Stages of Data
         Monetization” as a guide to help organizations        Expanding Value
         in  their  data  monetization  journey.  The             This pivot point is where the organization
         roadmap  emphasizes  that  the  driver  of  data      makes  the  transition  from  just  capturing,
         monetization is in the use or application of the      storing,  securing,  and  governing  data  to
         data to create value. That is, the value of data      actually  monetizing  it.  How  do  you  get
         isn't in possession but in the application of the     organizations to make that first pivot towards
         data  to  create  new  sources  of  customer,         Data  Monetization?    How  can  one  help  the
         product, and operational value.                       business  stakeholders  to  connect  to  and
            As  organizations  negotiate  the  Data            envision where and how data and analytics can
         Monetization  Roadmap,  they  will  encounter         generate value (see Figure 2)?





































                               Figure  : Data Monetization Roadmap Inflection Point #1. Author image


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