New Paradigm in the Digital Workplace – Data changes from Ownership to Access

Data changes from ownership to access, this is a new paradigm is happening in the digital workplace. Last years with the growth of omnichannel, the growing devices along the customer journey I talked a lot about the information overload for customers.

Studies have shown that your typical social media user consumes 285 pieces of content daily, which equates to an eye-opening 54,000 words, and, for the truly active, as many as 1,000 clickable links. At this blog I already blogged about absolutely not personalized email newsletters I am getting every day. Information must me more relevant to customers. (Also read the 6 building blocks of Commerce Relevancy)

Relevant Information Reaching the Digital workplace

But what is with all of us in our business roles? All our jobs become more data driven. Already 2012 Havard Business Review claimed data scientist as the most sexiest job of the 21st century.

And there is the Chief Data or Digital Officer. “… Chief Digital Officers are all the rage in retail or consumer facing organizations.  This is because the greatest opportunity for business growth comes from digital transformation between the enterprise and its customer. Chief Data Officers sprung up earlier. Andrew defines their scope today as information governance, risk mitigation, compliance, innovation and business value. Should the CDO be a business person or an IT person?  The answer is a business person, said Gartner Analyst Andrew White. (Source Gartner blog)

The Amazon Paradigm: B2B Learning from B2C Experience

Why should our work not be easier? How can we deal with the info overkill? Let’s talk about marketers? How can the work of us be more efficient with more data, more channels , more products, more collaterals? Same has already happened in B2B commerce and eProcurement, learning pg from the B2C Amazon paradigm the recent years.

New Paradigm in the Digital Workplcae: Task-Driven User Interfaces

Now a new paradigm is entering business applications. It is a role and task driven user interface. It delivers to the changes in digital workplcae. It takes into account that access to data is getting more important than ownership of data.

One example is the task driven user interface of Informatica MDM – Product 360, the app for collaboration and new product introduction. (Btw, this new paradigm is supported by all Informatica MDM solutions.) Creating new products and services in manufacturing, CPG or retail companies is getting a more democratic, collaborative and distributed process. More and more participants are becoming on part of it: category managers or supply chain managers, product managers, merchandisers, marketers, ecommerce folks, and external contractors, translators, agencies and more… The collaboration of product introduction was completely re-invented. User interfaces which are tailored to a single tasks or list of task, makes the right people do the right things.  For example if you have to approve 5 items to go to a new website promotion, or if you have to translation 10 new products from English into Chinese, the UI will completely narrowed down to this job.


UX and design is one thing. But what is needed making this work fast and trusted. It needs Business Process Integrity. This means it needs the ability to build, automate and execute workflows combined with data quality rules, which helps to define, apply measure, monitor and discover completeness and correctness of information.

If you want to learn more, register for the webinar “Collaboration and new product introduction re-vamped” on Brighttalk. It will address the new paradigm in the Digital Workplace and how data changes from ownership to access in the context of master data management (MDM). Some additional readings I like to recommend are

PS: In addition to CDO and Data Scientist job titles, I have seen “Head of Marketing Efficiency”. I like.