1. The Changing Nature of Discourse Among Data Professionals John Schley President, DAMA International

2. Quick Quiz What do these three cities have in common? –Chicago –Seattle –Los Angeles

3. Why do you attend DAMA-MN meetings?  Learn new things  Meet colleagues  Compare DA environments  Share ideas  Get cool vendor toys

4. Basic Reason for Groups The basic human experience is belonging and dependence. Affiliation is a prerequisite for most human action. * * “Social Organizations: Interaction Inside, Outside and Between Organizations”, Goeran Ahrne

5. Maslow’s Hierarchy of Needs * Physiological (food, shelter…) Safety (employment, financial…) Love & Belonging (clubs, work groups, family…) Status (respect, recognition…) Self Actualization (reaching one’s fullest potential…) * “A Theory of Human Motivation”, Abraham Maslow's, 1943.

6. Discourse Among Data Professionals: Current State Current Data Professional Profile Primary focus on education and training Secondary emphasis on peer-to-peer communication Delineate and certify knowledge

7. DAMA Symposium 2006 Survey Results * Over 45 years old 20 years of work experience 12 years of data management experience * “The Elusive Species of the Information Age: The Data Management Professional”, by Andres Perez.

8. Networking Responsible for 75% of Training * * “The Elusive Species of the Information Age: The Data Management Professional”, by Andres Perez.

9. Primary Focus on Education: Conferences Abound Wilshire Metadata Conference DAMA Symposia TDWI World Conferences Data Governance Conferences Information Management Resource Association Conferences Chapter DAMA Days IRM/UK Conferences ZIFA Seminars Information Quality Conferences Others

10. Primary Focus on Education: Talk About Training! Master Classes in Data Management Pre- and Post- Conference Workshops Marco Master Series College and University Courses Modeling Tool Classes Internal Corporate Training Vendor Courses Others Webinars

11. Secondary Emphasis: Peer-to-Peer Sharing Discussion Groups –DM Discuss 1,000 members, ~10 messages/day –Information Advisors Forums on Data Management topics –… Publications –DM Review, TDAN, RWDS… Networking at Professional Events

12. Secondary Emphasis: Delineating DM Knowledge Guidelines to Implementing Data Resource Management Data Management Curriculum Framework Data Management Body of Knowledge (DMBOK) Books for students and practitioners

13. Data Management Certifications ICCP Designations –Certified Data Management Professional (CDMP) Core exam on IT skills Data Management Exam One elective Exam –Certified Business Information Professional (CBIP) Similar to CDMP with BI/DW focus Certified Insurance Data Manager (CIDM) –from Insurance Data Management Institute

14. Current State Conclusion: Listening to the Experts Relatively small group of trainers, presenters Overlap among conference presenters Subject matter changes slowly “Our profession has relied more on gurus than evidence”* * “Data Modeling: News from the Ivory Tower”, by Graeme Simsion, The Data Administration Newsletter. January, 2007.

15. Discourse Among Data Professionals: Future State Near-term –Generally similar to today –Groups realign along interest zones –Association space diversifies –Increased focus on peer-to-peer communication –Global growth –DM Profession matures

16. Similarities Basic purpose of DM groups remain unchanged –Affiliation –Security –Status Conferences, training, education remain vital for cohesion

17. DM Groups Realign Geographic proximity gives way to affinity groups based on: –Subject matter –Functional tasks –Corporate boundaries Made possible by technological advancements –Voice-over-internet, video, web conferencing

18. DM Associations Abound ABMPAssoc. for Business Mgmt Professionals AITPAssoc. of Information Technology Professionals DAMA Data Mgmt Assoc. IAIDQ Int’l Assoc. of Information & Data Quality IIBA Int’l Institute of Business Analysts IDMAInsurance Data Mgmt Assoc. MPO Metadata Professional Organization PMI Project Management Institute TDWI The Data Warehouse Institute Others…

19. Peer-to-Peer Takes Over Cheaper and faster communication Social Networking meets DM IM becomes medium of choice DM BLOGs gain prominence, respect

20. DM Grows Globally Estimate: 400,000 DM Professionals worldwide today DM follows mega trends: –Outsourcing –Globalization DAMA: –New chapters in India, South Africa, Europe –US staying even; no growth

21. DM Profession Matures DAMA Foundation—first organization that exists to research DM DMBOK will be touchstone of understanding, best practices GADMP: –Generally-Accepted Practices of DM –Compare to GAAP Certification morphs into entrance exam, akin to “boards”, “BAR”

22. Discourse Among Data Professionals: Future State Long-term –Networking blooms into Collaboration –Association model breaks down –No clear authority figure –Group intelligence replaces subject matter experts

23. Collaboration Replaces Networking 1 Individuals work together outside bounds of corporation –Open Source Code –Wikipedia People need to trust each other to achieve a high degree of collaboration Corporations open up to collaborative solutions –NetFlix Prize 2 –Proctor and Gamble’s Innocentive 3 1“The World Is Flat” by Thomas Friedman, p. 112-117. 2www.netflixprize.com 3www.innocentive.com

24. Collaborative Work Model 1.Corporation establishes problem 2.Outside Individuals design (and maybe build) solutions 3.Corporation evaluates solutions, maybe accepts one

25. The Power of the Network* Social networks evolve into incubators for creative solutions Old Model: “One to Many” –One solves problems for others –Focused on Product New Model: “Many to Many” –Everyone involved in identifying problems, developing solutions –Focuses on Process –Spreads ownership, responsibility * “The World Is Flat” by Thomas Friedman, p. 112-117.

27. Association Model in Decline * “Urge to affiliate” declining for over two decades Younger generations do not find meaning and significance in associations Mobile work force leads to transitory relationships “Free-agent” mentality replaces loyalty More appetite for information, less on fellowship Conclusion: “We’re witnessing the dismantling and delocalization of communities.” * “Is the Association Model Broken?”, Journal of Association Leadership, Summer, 2005.

28. Association Membership by Age * 1926-1945 1965-1975 1946-1964 * “Generations and the Future of Association Participation: Report to The William E. Smith Institute for Association Research”, Arthur C. Brooks, PhD, January, 2006.

29. Nature of Associations Change * Internet makes it easier to find/attract prospective members For-profit entities have moved into networking space Look and feel of non-profit association, but with competitive advantages and faster acting * “Strategic Review on Association Development: International Trends, Issues and Options” by Terrance A. Barkan. July, 2005.

30. Crowd Sourcing Arrives Des Moines Register to “tap the reservoir of knowledge and expertise that exists among its readers” * Wikipedia, March 6, 2007 ** “Daily Seeks Sourcerers as Apprentices” by Herb Strentz, Cityview, December 7, 2006. Cityview (alternative weekly): “Crowd sourcing used to be known as news reporting, but if you get carried away with news reporting you have to hire and pay staff.” “A business model that depends on work being done outside the traditional company…The term was coined by Wired magazine writer Jeff Howe and editor Mark Robinson in June 2006.”* Example**:

31. Will the Real DM Expert Please Stand Up? So Who is the Expert? –The loudest? –The most distinguished? –The one who posts the most? –The one with the most extreme viewpoint? –The one who is quoted the most? –The group with the most members? –The author of the most books?

32. Group Intelligence * Decision Markets –All participants have mix of information and error –Participants speculate on decisions, outcomes –Better predictor than polls or expert forecasts –Collective wisdom of group exceeds that of nearly all individuals * “The Wisdom of Crowds”, James Surowiecki, pp. 17-22

33. Results of Bean Counting Jar #Best Guesses Group Average Correct Number 1 2 3

34. Keys for Group Intelligence * Diversity of opinion –Each person should have some information Independence –People determine their own opinions Decentralization –People specialize Aggregation –Mechanism for synthesizing collective decision * “The Wisdom of Crowds”, James Surowiecki, p 10.

35. Deliberative DM * Debate not limited to experts Assumes participants can follow sophisticated arguments Allows time for participants to hear all sides and discuss Polls taken at beginning and end of deliberation Solution emerges from group over time * “The Wisdom of Crowds”, James Surowiecki, pp. 259-262.

36. Collaboration in DM Steve Hoberman’s Design Challenges Karen Lopez’s “Contentious Issues in Data Management” Who follows these? Who contributes? Could these “go corporate”?

37. Deliberative DM Workshop

38. Feedback: How can DAMA better support collaboration?

39. Maslow’s Hierarchy of Needs * Physiological (food, shelter…) Safety (employment, financial…) Love & Belonging (clubs, work groups, family…) Status (respect, recognition…) Self Actualization (reaching one’s fullest potential…) * “A Theory of Human Motivation”, Abraham Maslow's, 1943.

40. Conclusions Discourse is/will continue to be vital Forms of discourse have changed; will continue to change Expertise will become democratized, if people stay involved “Era of the Guru” coming to a close DM Organizations must adapt to survive

41. Questions and Discussion John Schley john_schley51@msn.com515.235.9777 Principal Financial Group 711 High Street Des Moines, Iowa 50391 Latitude: 41°35′27″N Longitude: 93°37′15″W