Showing posts with label Business Value. Show all posts
Showing posts with label Business Value. Show all posts

Sunday, April 22, 2018

Six Economic Answers You Need When Making Re-platforming Decisions




When framing a re-platforming decision, it’s important to ask the basic questions that assure the successful economic justification of the initiative. It’s also important to answer them accurately, completely and objectively. Additional dimensions to the strength of the business case are its transparency and defensibility. In other words its required to “show your work” to provide the backup and drill down proof of your answers.

These are not the only questions one should ask when making a re-platforming decision, or any IT investment decision. These provide the minimum amount of information to vet the initiative.

While the answers don’t guarantee that a project will be approved, they address the full life-cycle cost / benefit / risk expectations of the decision and go a long way towards measuring the success of that decision.

Here's our list:

1. How much will it cost to continue as-is?

Every argument for change has to start with a baseline model of the IT cost ecosystem. This puts the stake in the ground by which success or failure will be assessed. Once the baseline is established it should be forecasted over a reasonable time horizon (3-5 years). The forecast should be long enough to settle in on a stable run rate for the next generation of the workload. Note that we use “as-is” rather than “do nothing”. We believe there is no such thing as a do nothing scenario. Even in a stable, mature state a workload is subject to cost events like maintenance, patches, upgrade cycles, labor costs and licensing fees. So going forward as is does not mean doing nothing. It’s important to carefully identify, plot and plan these cost changes over the extended baseline scenario.

2. Which candidate workloads to forecast?

There are two ways to identify target workloads. The first is the list of workloads already known to be at end of life. An application that cannot meet the business demands because of technical obsolescence, spaghetti-code, or other inhibitors is a clear candidate. Infrastructure that is old, fully depreciated, and high maintenance are another class of possibilities. Development platforms that don’t meet modern needs could be considered. Finally, SaaS applications that offer new functionality by the slice may be appealing for re-platforming.

The second is to mine the baseline to look for opportunities to reduce costs, increase functionality, and better meet business needs (remember, IT is a business unto itself).  A proper baseline model is like a Rubik’s cube of assets, labor, and other resources that can be reshaped into IT functions, IT services, and business services. Workload TCO Analyst (WTA) is based on “perfect pivot tables” that present a data cube for Business Intelligence (BI) mining. This approach creates new insights into the cost data and the relationships between cost elements.

Either way the candidate workloads should be extracted from the baseline and isolated for comparative analysis.

3. What is the TCO of targeted workloads?

Each extracted workload should have a cost basis as a subset of the baseline. Using a modeling process like WTA, a fully burdened TCO of the workload can be established and forecasted to the planning horizon. This becomes the new baseline for as many alternate scenarios that can be imagined. The forecast should be based on a “planning curve” of factors that will affect the TCO over time. These planning curves should be easily adjusted for both “what-if “ analysis and updated as actual data are recorded. 

A key point here: a “living” addressable model is much more useful than a single point in time snapshot of the workload cost.

4. What is the TCO of alternative scenarios?

In today’s IT marketplace, there are often several technical options for the next turn of the crank of a workload. Alternative scenarios might include upgrading the existing on-premise workload; refactoring and moving it to cloud, choosing SaaS provider, etc.  One of the challenges of IT comparative cost assessments is creating an apple-to-apple cost analysis. This is why we chose the workload, a generic platform agnostic common denominator.

Once the cost of as-is is determined and forecast to the planning horizon, alternative scenarios for the next generation workload can be created. These scenarios take all the cost elements in the legacy workload, plus any new elements that are part of the next generation workload. The addition of new costs are called “puts” and the cost reductions are “takes”. These puts and takes create a cost basis for the scenario. They are applied to a planning curve and forecasted parallel to the baseline.

The result is a consistent, objective, comprehensive cost assessment of alternative scenarios for a targeted workload. This method can be applied universally to any workload in the data cube.

5. What do you need to make a defensible and informed decision?

Chances are that there will be a number of stakeholders interested in the cost and benefits of re-platforming and upgrading decisions. Each of these may have a different perspective on the decision. The business stakeholders are mostly interested in the bang and less interested in the buck. The finance stakeholders are looking for financial performance (typically ROI, IRR, NPV, payback, etc.). The IT stakeholders are mainly looking for integration, standardization, scalability, elasticity, security, and architectural fit. So the economic analysis of the workload options needs to meet all these needs. All the stakeholders are interested in risk profiles of the alternative solutions.

This is where having a Rubik’s cube of IT BI data can really pay off by:
  • Creating views of the data that appeal to various stakeholders
  •  Pivoting to create custom relationships between data categories
  • Automatically generate complete financial reports
  • Ability to show your work by drilling down to the cost of the lowest component
  • Capability for what-if analysis to address stakeholder questions

6. How will the solution perform over time?

Increasingly, IT investments are scrutinized over time to determine if the projected benefits are being realized.  Going are the days of one-off cost analyses that are filed away, never to be viewed again. Analysis by spreadsheet is very difficult to maintain over extended periods and is often limited to the initial assumptions. With a data cube, there is much more depth of inter-dependencies that often harbors the gremlins and boosters of benefit realization.

The selected solution scenario will have KPIs that can be harvested for benefit realization. It’s not only important to determine a benefit, but also to predict where it will occur during the workload life-cycle. Often benefits are realized late in the life-cycle after the workload platform is optimized and broadly adopted. This may be dramatically different between capital intensive on premise investments and pay as you go cloud solutions.

A working model of your IT costs that is maintainable and dynamic is, in our humble opinion, the best tool to determine if and when the chosen solution will payoff.

The net-net is that your important IT business decisions require a robust, repeatable methodology and toolset to adequately answer the above questions. Beyond answering these questions it’s critical to be able to defend those answers. And finally, these answers need to stand to the test of time. 

Contact the TCO Alliance at info@iiievalue.com for further information or to set up a demo.

Wednesday, October 22, 2014

Social Media Marketing ROI – The Business Value of Friends, Followers and Connections



Peter Brooks
Principal, International Institute of IT Economics


More than 95 percent of companies currently use social media marketing. Is there a financial benefit? I performed extensive research – including a review of over 100 articles, blogs, white papers, and e-books – to answer the question.
We performed a meta-analysis of all the research. Here are some results:
  • Social media is an opportunity for CIOs to show business leadership
  • Few companies – 15 percent to 20 percent– quantify social media ROI
  • Linking social media results to sales/revenue is hard but can be done
  • What other businesses are doing – top social media platforms
  • What is the quantified value of social media?
  • Fear not! There are success stories – Dell, VMWare, and Starwoods, for example
  • What to do?
 1. CIOs Need To Be Involved In Social Media Marketing
As a CIO, should you be involved in social media marketing, or more broadly, digital marketing?
YES! YES! YES!
Why?
Philosophically – Social media marketing is an emerging opportunity for a company to obtain strategic value from the use of technology. IT should lead these types of efforts!
Pragmatically – An IT organization can provide significant social media marketing value to a company:
  • Reduce technology sprawl and costs via consolidation
  • Lead or contribute to a cross-functional (sales, marketing, product development) social media focus and strategy
  • Understand compliance and privacy issues
  • Integrate social media data and analysis across channels
  • Measure results
 2. Only 15 Percent of Companies Quantify ROI (but Everyone Wants to)
The CMO Survey shows only 15 percent of companies quantify ROI. Social media vendor surveys state the rate is about 25 percent. Let’s go with the more objective source and lower percentage – 15 percent.

The CMO Survey (August 2014), Highlights and Insights Report
 3. Social Media is Hard to Measure - Why?
Measuring the business value of social media is difficult. The top problems in measuring social media ROI:
  • Lack of experience. Most companies are experimenting with social media, proven techniques are hard to come by.
  • Lack of strategic intent. Few – less than 25 percent of companies - use social media to drive revenue. The top benefit: Eighty percent to 90 percent cite increased brand presence and awareness. Brand presence is not a CEO-friendly measure!
  • Only what is easy is measured. Eighty percent of companies want to know how to measure social media ROI. Less than 50 percent currently measure results. The most common metrics measured: reach (# of friends, # of followers) or Web analytics (clicks, website visitors). One bad approach: AVE – ad value equivalent – determining value based on the cost of ads that would have been needed to obtain the equivalent results.
  • Difficulty measuring campaigns. It is hard to tease out the effect of social media within a multi-channel campaign. Tracking the last click is relatively easy, not the path from first click.
  • Complex data and tool integration is generally required. Each platform has its own measurement and data analysis tools. Coherently tying Web analytics, lead gen, and sales data is difficult.
  • Trivial/bad calculators. Many social media ROI calculators are similar to:

    Get 1,000,000 Facebook friends -> 10 percent of them will become a lead -> 2 percent of your leads become sales -> You will get 2,000 new customers!
 4. What Others Businesses are Doing - Top Social Media Platforms
No surprise here, Facebook and Twitter are tops. LinkedIn is used as a social media platform 69 percent on average (however higher for B2B companies and lower for B2C companies).


Peter Brooks, International Institute of IT Economics
 Some examples, chosen to show varying social media approaches and platforms:
  • Dell achieved $3 million in sales for its Dell Outlet via Twitter
  • Starwood made $2 million via one Facebook campaign
  • VMware obtained more than a 1,600 percent ROI hosting a live Google+ Hangout
5. What is the Quantified Value of Social Media? 
Let’s pick the most popular platform: Facebook. Surveys show that the value of a Facebook “Like” can range from nothing to $215(!), typically based on higher sales from a business’s Facebook fans compared to non-fans.
These surveys show that the business value of a Facebook Like can be calculated, though widely varying by company. But does Liking a company result in higher sales or do people who are already high spenders tend to Like companies that they buy from?
6. What to Do? 
Get involved! Some relevant links:
  • Find out what are others doing. Check out three good research reports: the 2014 Social Media Marketing Industry Report, Forrester’s The 2014 State of Enterprise Social Marketing Report, and The CMO Survey Report. There are others. Research your own customer base.
  • Figure out your goal. Is the social media goal brand awareness? Better market research? Or – shudder – increased revenue?
  • Identify the costs of social media. Costs are critical input to an ROI analysis so if you can so if you can nail costs down you are on the road to insights and effective management.
  • Link social media to business results. Recommended business results are revenue, new customers, or economic value / customer lifetime value. The basics, though easier said than done. A potentially interesting new measure: Avinash Kaushik’s conversion rate, amplification rate, applause rate, and economic value metrics.
  • Start focusing on measurement tools. To get integrated, real-time or close to real-time results across your social media you can use perhaps a half dozen individual tools or investigate comprehensive tools from Adobe, HootSuite, Hubspot, Marketo, and other vendors. 
Good luck friend (and follower, and connection, and …) Remember: “What gets measured gets managed.” *
Social Media 01 by Rosaura Ochoa (cc by 2.0)
* Often attributed to Peter Drucker, but original source is unclear.