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capturing unstructured data

Scott Quick 6th Nov 2009

Oliver ... you're still talking like a techie with a solution in search of a
problem.

Quoting you: "...E20 is very valuable for capturing unstructured data,
typically the exceptions to repeatable process. This can be a hard
concept for people to get since it's highly experiential..."

Let's debunk that notion for a moment and look at a real world use
case for a moment:

Situation: The CMO for a HUGE athletic apparel/equipment
manufacture located in the Pacific Northwest is given the mandate:
Grow U.S. Sales x2 within 5 years without significantly increasing costs
to the Global Brand Organization. GBO for this corporation is
geographically dispersed, a highly matrix internal organization and
relies on a network of agency partners from a myriad of disciplines. It
across nearly every line of business and interacts with multiple IT
departments.

Challenge: The creative staff that serves the GBO (internal and
external) is awash in unstructured data located on desktops,
departmental servers and outside the firewall on their partners' IT
systems. Inefficiencies include multiple re-working of final artwork
(labor costs), courier and shipping fees, and missed deadlines for
important product launches.

I won't dive down into the solution for NDA reasons but the scenario is
real ... and several years old. The magic to "selling" this multi-million
dollar software and services engagement was to connect the corporate
imperative to the tactical realities backed by a solid ROI analysis.

The situation for E2.0 implementations haven't changed. The
consultants just aren't deep enough into the corporate woodwork to
credibly connect the dots for the execs who authorize the funding.