✓ On a relational database on premises (1 point)
Figure 1.5 A digital maturity assessment
Based on your results you can further explore specific (or all) strategic topics with the interviews and customer examples in the following chapters.
Endnotes
1 1 Schwab, Klaus, The Fourth Industrial Revolution. Geneva: World Economic Forum, 2016.
2 2 “Disney Strikes Streaming-TV Gold,” The Economist, November 12, 2020 (www.economist.com/business/2020/11/14/disney-strikes-streaming-tv-gold).
3 3 Microsoft, “AXA Ensures Innovation in Digital Customer Service and Empowers Employees with Microsoft 365,” November 13, 2019 (customers.microsoft.com/de-DE/story/765562-axa-insurance-m365-casestudy).
4 4 Tapadinhas, Joao, and Idoine, Carlie, “Citizen Data Science Augments Data Discovery and Simplifies Data Science,” December 9, 2016 (www.gartner.com/en/documents/3534848).
5 5 Loth, Alexander, Visual Analytics with Tableau. Hoboken, NJ: John Wiley & Sons, 2019.
6 6 The Digital Strategy Big Picture Template is available online within the Supplementary Material section on the Decisively Digital companion website: www.decisivelydigital.org/supplementary-material/.
7 7 “Gartner's Big Data Definition Consists of Three Parts, Not to Be Confused with Three ‘V's,” Forbes, www.forbes.com/sites/gartnergroup/2013/03/27/gartners-big-data-definition-consists-of-three-parts-not-to-be-confused-with-three-vs/
Chapter 2 Elissa Fink: How to Charge a Brand with Culture
Elissa Fink, former CMO, Tableau Software
Source: Erin Rinabarger
Recently retired as CMO for Tableau,1 Elissa Fink led all marketing strategy and execution for 11 years, from pre-IPO startup with ~$5 million annual revenue to public enterprise with $1 billion+ in revenue. She knows growth, scale, and building disruptive brands. Prior to Tableau, Elissa served in marketing, product management, and product engineering executive positions. Now semiretired, Elissa advises tech companies, serves on multiple boards, and teaches at the University of Washington.
In this interview with Elissa we are going to explore how to charge a brand with culture and how this also helps in hiring people.
Alexander: As CMO you were creating a culture that is unique for a B2B software company. How did you discover Tableau? How did you become Tableau's CMO?
Elissa: I discovered Tableau as I was browsing the web — my very first exposure was when I was looking for Excel add-ins to help me force Excel to be an analytical tool. In fact, I was a Tableau customer before I even joined the company!
But Tableau became front and center to me when I wanted to relocate to be closer to my extended family. I read a LinkedIn job description, and the way that the company described itself intrigued me. I had downloaded the product, and I knew this product was going to change the world. So I really wanted to be part of this company.
