Keep the Value Coming so that Investment Doesn't Stop — GE Aerospace VP - Digital Technology Lean and Data Transformation

(US & Canada) Maureen Butler, VP - Digital Technology Lean and Data Transformation at GE Aerospace, speaks with Channie Mize, General Manager at Slalom, in a video interview about the need for ongoing data governance, positioning data management as an organizational function, deriving more value from data assets, and things aspiring CDOs need to consider to succeed.

Speaking about the need for maintenance and ongoing governance of data, Butler suggests that when an organization reaches a certain level of maturity in its data domain, typically around three years in, it needs to shift focus from individual business units to an enterprise-wide approach. For example, after addressing issues in one P&L’s customer master data, the lessons learned should be applied across other P&Ls, accelerating the process due to the groundwork already completed.

At this stage, data stewardship should be treated as an ongoing function, much like HR or finance. The role of data management evolves from merely cleaning and standardizing data to creating more strategic value. According to Butler, many companies fail when they view data governance as temporary, making cuts to data teams when they shouldn’t. She emphasizes that organizations should recognize the importance of these teams in managing critical assets and continue investing in them, as cleaning and maintaining data, especially in complex environments, is a long-term effort.

When asked about the approach to making data assets more valuable, Butler emphasizes that it involves more than just cleaning and standardizing and requires creating intelligence around the data. She highlights that companies, especially when dealing with customer or product data, need to develop a deeper understanding of the relationships within their data.

This process, often referred to as "mastering the data," allows organizations to gain insights into the legal structures, business hierarchies, and customer interactions. By creating this structured intelligence, different departments, like sales or marketing, can better leverage the data. For example, it becomes easier to identify key customers, reorganize sales teams, or align customer activity with product usage, all of which can drive strategic business decisions. Ultimately, Butler believes that this advanced level of intelligence adds significant value, providing capabilities that many organizations have not had before.

Further, Butler highlights the importance of continuously demonstrating value to leadership to maintain investment and attention. As a CDO or data leader, it's crucial to be forward-looking, identifying where the next value opportunities will emerge and aligning them with the leadership team's priorities. In this context, AI plays a key role, especially when an organization focuses on advancing in that area.

Butler mentions her early connection with a head of data science, who stressed that 75% of data scientists' time is spent cleaning data before they can engage in value-adding tasks. This underscores the need for trusted data sets to enable these highly skilled resources to deliver on their potential.

Butler’s advice for current or aspiring CDOs:

1. Executive sponsorship: Securing support from senior-level executives is crucial. It should align with enterprise and strategic initiatives to avoid being seen as a short-lived effort.

2. Strategic partnerships: It's important to collaborate with executives who are experiencing challenges and are willing to invest in long-term solutions.

3. Business ownership: Data stewardship is not an IT initiative; it’s a business responsibility. IT serves as an enabler, but the business must lead the strategy and governance of enterprise data management (EDM).

4. Early wins: Focus on delivering quick, tangible successes to build trust and demonstrate the value of the broader data strategy.

CDO Magazine appreciates Maureen Butler for sharing her insights with our global community.