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|id=Vol-2789/paper7
|storemode=property
|title=Switching Organizations for the Digital Age: A New Strategic Approach
|pdfUrl=https://ceur-ws.org/Vol-2789/paper7.pdf
|volume=Vol-2789
|authors=Paolo Bongarzoni,Antonio Marturano
|dblpUrl=https://dblp.org/rec/conf/stpis/BongarzoniM20
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==Switching Organizations for the Digital Age: A New Strategic Approach==
https://ceur-ws.org/Vol-2789/paper7.pdf
Switching organizations for the digital age: a new strategic approach
Paolo Bongarzonia and Antonio Marturanob
a Freelance scholar
b University of Rome, Torvergata
Abstract
In today’s new digital economy, the interconnection of an increasing number of people, activities and “things”
is radically changing the existing business models. In this scenario many opportunities are emerging and an
increasing number of businesses want to take advantage of them by becoming more “intelligent and digital”.
Digital Business is based on innovative IT infrastructures whose pillars are represented by the Mobile, Cloud,
Big Data and Analytics technologies. This transformation is accelerated by the Internet of Things, the
evolutions in machine learning and innovations such as blockchain. Disruptive technologies and tools give
the opportunity to radically transform the business models and create new products and services. The classic
strategy activities (Strategic Plan, Design of Business, Business Planning, Models, Business Valuations,
M&A) are the first one to strongly benefit from the mentioned technologies & tools, as confirmed by the high
return on these digital investments.
Keywords
Leadership, Strategy, ICT, Commerce
1. Introduction
Business organization’s increasing need of Strategic Planning cycle completed in shorter time (from 12 to 24 months)
is strictly linked to the different speed of business (e.g. high innovative products with a shorter life cycle or fast
evolution of digital tools). Action plans map what needs to be immediately executed together with the investments and
resources required (e.g. in the next months). This rolling action planning is shorter and includes realistic plans able to
respond quickly to the new business trends1.
In term of contents, the traditional analysis of markets, competitors (e.g. market shares, swot analysis etc.), regulations
(impacting on sales opportunities and new markets) is now always integrated with the analysis of current and emerging
digital technologies, of their impact on the company in the next months. In this new context the strategic planning
team, traditionally used to collect and analyze a huge amount of data (prior to giving their recommendations), now
acts as a project manager and operator in the field of the immense opportunity offered by Digital Transformation. For
example, the customers analysis included in the Strategic Plan usually considers the main clients representing the
higher percentage of company turnover; with the implementation of solutions supported by cloud technology, mobile
business models and data analytics is possible to track also the small underserved segments of clients, analyzing their
trends and needs, since these segments could be important for the business in the next future.
Cloud technologies (software, storage, networking, virtual machinery and applications) are now available on the
internet (through SaaS platforms) also to SMEs, allowing them to operate in a more efficient way. Thanks to the
support of this technology many opportunities can be achieved in term of efficiency with the enhancement of
1
Desai, F. (2016, April 28). The Digital Era Is Crippling The Five Year
Strategic Plan. Forbes.
Proceedings of the 6th International Workshop on Socio-Technical Perspective in IS Development (STPIS 2020), June 8-9, 2020
Email: bpaolo@y7mail.com (P.Bongarzoni); antonio.marturano@uniroma2.it (A. Marturano)
Orcid: 0000-0002-3899-9636 (P.Bongarzoni); 0000-0003-3691-9943 (A.Marturano)
© 2020 Copyright for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
CEUR Workshop Proceedings (CEUR-WS.org)
43
communication and collaboration (all the players can access simultaneously to data and give their contribution). Every
department/level involved in the elaboration of the Strategic Plan can equally contribute and work for the same goals,
by accessing a common cloud platform (in this way inefficiencies and discrepancies are avoided).
Interoperability allows systems to move to the cloud and be more compatible with other systems (e.g. data analytics
and enterprise mobility are usually part of the cloud package). Flexibility and productivity are boosted by the possibility
to work on data everywhere; the real-time nature of cloud software keeps updated staff and business on the latest
developments in the strategic plan process. Risks can be quickly identified and promptly communicated to the
organization. Some applications offer specific functions able to improve the visibility on the Strategic Plan process
through dashboards showing the status/progress: this function allows the organization to address any issue in time.
Since the resources are provided by the hosting service, businesses can scale up or down based on their operations and
storage requirements. At this purpose, the cloud-based software can be adapted in size and scope to the evolving needs
of the organization (in term of growth or change of goals). Data security is enhanced since business data are safe,
recoverable and backed up. With the model “pay as you go” it’s possible to reduce the costs of equipment & systems,
maintenance and IT upgrades, consulting fees, energy consumption and any issue is solved more quickly. Finally,
agility allows companies to access the latest business strategies since cloud technology offers a platform for rapid
development, distribution, deployment and experimentation of new technologies.
In this context, the support of consultants it’s necessary for structuring a cloud strategy able to facilitate a smooth
transition. Before the start of the strategic planning process, it is important for consultants to understand the client
company’s IT requirement (databases, applications, interfaces, extensions, networks and customized hardware) 2 .
Second, consultants can help in evaluating the opportunities, risks and challenges of adopting the cloud technology,
assessing the feasibility of deploying in the cloud the current business applications. The last step is the adoption of the
right cloud strategy by researching the right cloud service provider able to maximize the Return on Investment (ROI)
of the business.
Big Data represents an important innovation of Artificial Intelligence with serious impact as a Strategic Planning tool
since it relies on a huge amount of information from all the company departments, from customers and from society.
All this data is fundamental to build viable and efficient scenarios.
Big data integrated with AI is a powerful tool for Data Analysis since it generates, interprets data and presents results;
strategic planning departments are strongly supported in this by software development/data engineers provided by
consulting companies. The level of success is measured by the capacity to transform the Big Data in viable scenarios,
in a logic of Data Flow system; the quick collection and analysis are aimed at building quality data for strategy
departments. A good Data Flow system is supported by a good Big Data system and Agile Methodologies to keep the
flow always efficient3.
As anticipated, the digital strategy is now automatically embedded in the Strategy Plan, and the role of consultants is
to drive clients in accepting the importance of using Big Data and Data Analytics combined with the implementation
of digital technologies4.
The disrupting positive impact of implementing AI and Machine Learning solutions are always advised by strategy
consultants, daily supported by their Data Engineers (able to organize the data flow and design the proper structure),
Data Scientists (analysing the information collected), Software Engineers (creating tools for the use and distribution
of the information) and Data Curators (able to understand the data and technologies for its collection and use), working
in strict contact with the Chief Digital Officer.
Emerging Tech Radar (Graph Analytics and NLP) and Semantic analysis are interesting technologies useful in the
elaboration of Strategic Plans.
Graph Analytics is an area of analytics workload represented by tools used to determine strength and direction of
relationships between objects in a graph. In particular, Graph analytics algorithms help to complete specific kinds of
analysis as path analysis, connectivity analysis, community analysis (on groups of interacting people in a social
network) and centrality analysis (on most influential people in a social network or on highly accessed web pages)5.
NLP (Natural Language Processing) is one of the most important branches of AI with the purpose to develop
algorithms able to analyze, represent and therefore understand natural language (written or spoken). The
2
Stegăroiu, C. (2018, November 1). Integrating Cloud Technologies in the Business Environment. Analele
Universităţii Constantin Brâncuşi din Târgu Jiu: Seria Economie. Vol.1, pp.157-162.
3
Orsini, J. (1986). Artificial intelligence: A way through the strategic planning crisis? Long Range Planning,
Vol.19(4), pp.71-77.
4
Chen, M., Mao, S., Zhang, Y, & Leung, V. (2014). Big Data: Related Technologies, Challenges and Future
Prospects. Cham: Springer, pp.19-32.
5
Ferguson M. (2016, May 17). What is graph analytics? Making the complex simple. IBM bigdata hub.
44
computerization of business processes and digitalization of documents contributed to a continuous and exponential
increase of data, mostly textual, produced and held by public administrations, hospitals, banks, law firms, private
companies6. In this context (characterized by an extreme variety and quantity of content expressed in natural language)
the use of artificial intelligence has a strategic importance, and the strategy consultant encourages the creation of
innovative solutions for processing, understanding and producing textual data automatically7. The integration of NLP
with deep learning algorithms, produces extraordinary results in different application scenarios like translation of texts
or speeches between different languages automatically, extraction of relevant insights (with both informative and
predictive value) and generation (from huge amounts of textual data) of content in natural language (summary of key
opinions on products/services/individuals included in documents or texts).
Semantic analysis helps companies to exploit, organize, examine, structure and finally use Big Data. Consultants can
offer these solutions and give their clients important quantitative (time savings) and qualitative advantages (data
organization). In business, it’s possible to rely on two types of data: structured (coming from organized sources, such
as a client database) and unstructured (e.g. opinions or reactions from social media that are time-consuming to collect
and, on a larger scale, don’t bring much value) 8. Big Data is characterized by "Three V's" (Volume, Variety, and
Velocity), but a proper data exploitation requires two additional V’s (Veracity and Value) in checking the accuracy and
data sources. Semantic analysis can provide the “4th V” (Value) since it’s the link between computer and human
processing (it qualifies texts or voices out of a large set of different elements, selecting only the most relevant for the
analysis and displaying them properly) 9 . Consultants can help in implementing models integrated into semantic
analysis. While the IT system hosts the semantic analysis tool, API’s scatters the lexicon throughout the whole of the
IT system. The applications of semantic analysis are particularly useful in the fields of Strategy Plan elaboration. For
example, it is possible to elaborate strategies to improve customers and employees' experience since the combination
of semantic analysis and AI mechanisms allow to fully unravel customers’ behaviours. In addition to text and voice,
semantic analysis can also interpret customers’ feelings and helping CS in prioritizing information (offering a quick
customized experience) or isolate unhappy customers. This allows companies to elaborate proper strategies as a better
response to customers’ needs. Also, HR strategy can benefit from semantic analysis: for example, with the support of
grammatical modelling it’s possible to recognize skills and expertise (e.g. in cv shortlisting) and cross-reference them
with information already online (to validate the analysis results).
Bright Idea is a Tool/Software commonly used by consultants in the elaboration of clients’ strategic plan. Bright Idea
Innovation Cloud 2.0 (BIC 2.0) includes some programs for innovation allowing the participation of employees to the
strategic planning processes (via web portal, mobile app, email etc.) and tracking the progress (together with the ROI
calculation of any process improvement)10. Employees can participate in the strategy plan elaboration with discussions
on company values, targets, processes, projects. It’s possible to explore new market opportunities (through
crowdsourcing initiatives and ranking ideas on process improvements), bypassing barriers, creating ecosystems,
catching new business proposals, finding funds and calculating projects’ business/financial impact. The project
evaluation function is able to track trends on the most appealing projects, to estimate how to use an emergent
technology (for processes improvement or new product launch), to investigate on clients’ needs (with specific
researches or engaging audiences) or to incubate several projects (by setting timelines and tracking the progress).
The program is also able to evaluate ecosystems by promoting and developing partnerships (focused on new
technologies and trends); through accelerator programs is possible to improve collaborations by tracking strategic
technology providers or financing ventures, together with monitoring the project progress and the financial impacts
and ROI11. In the elaboration of HR Strategy, consultants use Bright Idea transformation software to help clients in
building flexible organizations focused on new business models and company innovative culture; in this way, the
transformation process (products, services, operations and processes) is managed centrally. Finally, this software
6
Leopold H., Aalst W., Mylopoulos J., Rosemann M., Shaw M., & Szyperski C. (2013). Natural language in
business process models: theoretical foundations, techniques, and applications. Springer International
Publishing, Cham, pp.70-85.
7
Chu-Carroll J., Hammond K., Carmiel Y., Musbah M., & Mugan J. (2017). AI and deep learning for NLP: tools and
techniques for the enterprise. O'Reilly & Associates.
8
Thébault M. (2017). Semantic analysis – exposing the value of your company’s data. Sopra Steria, pp.20-33.
9
Casati, F, & Shan, M. (2002). Semantic analysis of business process executions. Lecture Notes in Computer
Science, Vol.2287, pp.287-296.
10
Heck, M. (2005, August 1). Brightidea opens channels for innovation - Well-designed idea management service
helps users collaborate on big ideas (Product/Service Evaluation). InfoWorld, Vol.27(31), p.3.
11
Brightidea (2019). Brightidea Ecosystem-Integrate External Innovation.
45
allows (through gig economy platforms) to match short term job requirement with profiles in the market, to create
internal consulting teams (the crowdsourcing ideas in promising projects are routed to the right decision maker) and
to set websites for research and selection of new digital opportunities.
2. Design of Business Models
One of the main strategy activities where consultants’ skills are often required is the elaboration of clients’ business
model; it passes through the definition of target customers, their value proposition and the value chain architecture.
Digital transformation gave companies the flexibility to redesign their value chain architecture and this is also the
occasion to create new value propositions and look for new customer targets.
The redefinition of supply chain can result in changing some activities position (e.g. production of specific works in
progress or new inventory position based on shorter lead times), in identifying new supply chain nodes or
aggregating/disaggregating some information on demand (on digital platforms in order to create new customers value ,
e.g. with e-commerce)12.
Digital technologies can help in many steps; for example, whenever there is a process order waiting for production
capacity to be allocated, or whenever there is capacity that risks of being unused. With the use of digital technologies,
sales operations and planning can benefit from the overcapacity fast allocation and customers’ needs can be properly
addressed (especially in periods of processes customization and products standardization).
Consultants with industrial and functional knowledge enhance the adoption of business model innovation
methodologies enabled by digitalization (IoT, AI / Machine Learning, Data Analytics, Cloud etc.); in this field,
consultants are able to work on BXT models (Business, Experience and Technology) together with User
Experience/User Interface designers. Once the new digital and customer-focused business model is elaborated and the
feasibility phase (with the evaluation of benefits) is completed, consultants use prototypes to validate it and refine it.
The comparison of the abilities required in the new business model with the current ones allows the drafting of the
blueprint13.The extended digital ecosystem helps the process of business improvement, in addition to target customers’
needs and to develop the new product portfolio. This allows the adjustment of the traditional business model (including
company value, mission, goals, process and activities) to the new digital business model.
In this context, consultants provide their professional services to enable clients to design, engineer, implement, migrate
and manage workloads and applications on several software and tools.
SalesForce is a cloud-based CRM application (including a portfolio of products in a secure platform) enabling
the digitalization of business models14. It allows to look for clients, to configure sales quotes, pricing, negotiations, to
organize agents with the support of AI and Predictive Analysis15. SalesForce PDM can acquire B2B/B2C customers’
data and manage customized advertising, budgets, campaigns and events. SalesForceCommerce Cloud can perform
clients merchandising, promotions, omnichannel order management (integrating predictive intelligence, design
mobile-first and agile cloud). SalesForceEinstein Analytics (with AI) can perform customized predictive analysis16.
Finally SalesForceIndustriescan create solutions for clients from specific industries.
Microsoft Azure is another common cloud computing service in the field of business models definition; Azure can build
and manage applications and services with Microsoft data centers in the typologies of Saas, Paas and Iaas17. It offers
Self-service analytical&BIsolutions (turning company data into analysis), Big Data&Analytics tools (taking predictive
decisions, based on data coming from several sources as Point of Sale Systems, e-commerce, socials and IoT sensors),
Digital Marketing (creating personalized and scalable digital campaigns), AI platform and SAP on Azure (to run SAP
products in MS cloud environment).
AWS Cloud is an Amazon subsidiary offering cloud computing platforms. Consultants can help clients in delivering a
proper cloud strategy and adopting agile operation models. In particular, Data Lakes & Analytics is a portfolio of
analytics and machine learning services allowing clients to access, store and analyze data, in addition to build data
lakes and analytics solutions. Data are moved to the cloud through network connections and applications allow to store
12
Devold, H. (2017, November). Redefining Business Models Through Digitalization. E & P.
13
Schallmo, D., &Williams, C. (2018.). Digital Transformation Now: Guiding the Successful Digitalization of Your
Business Model. Cham: Springer, p. 52-67.
14
Fagan L. (2014, October 14). Marc Benioff Announces Salesforce Customer Success Platform, Analytics Cloud.
SalesforceBlog.
15
Lager M. (2009, February 10). Salesforce.com Expands the Cloud to Sales. Destination CRM.
16
Dignan L. (2014, October 13). Salesforce launches Wave analytics cloud, boosts enterprise reach. ZDNet.
17
Copeland, M., Soh, J., Puca, A., Manning, M., & Gollob, D. (2015). Microsoft Azure: Planning, Deploying, and
Managing Your Data center in the Cloud. Berkeley, CA: Apress, pp.21-35.
46
on-premises data. It's also possible to catch real-time data (with websites, mobiles, IoT devices etc.), to work on
Analytics services (Interactive analysis, big data processing, data warehousing, real-time & operational analytics and
dashboards & visualizations) and complete predictive analysis (thanks to Machine Learning services).
Finally, SAP Predictive Analytics is a BI software enabling companies to analyze a big set of data and predict future
outcomes. This advanced analysis tool, available stand-alone on premises (creating and maintaining predictive models)
or as an “all in one cloud” solution (business intelligence, collaborative enterprise planning and predictive analysis),
helps businesses to analyze churn rates, potential products, sales channels efficiency, regional performances and
customers segmentations18.
In the Customer Analysis phase consultants offer several methodologies for Customer Journey Design to illustrate
customers’ expectations/experience and get the most from Digital Transformation. Starting from the AS-IS customer
status is possible through design models (e.g. storytelling, cart sorting etc.) to analyze customers decision making
process together with the TO BE picture; this helps companies to evolve in Digital Transformation (analytics, mobile,
cloud, IoT etc.) and to enhance their customers experience. Once the digital possibilities are overlaid upon the customer
journey, it’s possible to improve/change the current business model19. Customer journey design is always dynamic,
and the information collected with the support of technology can trigger several "digital touch points" with the
customers (enhanced by Digital Transformation)20.
Consulting companies can work also with eye tracking software, helping their clients to predict users’ intentions based
on knowing where they look (e.g. analytics based on visual attention). The combination of software with other tools
(e.g. infrared camera, infrared illumination etc.) is useful in getting some behavioural diagnostics insights (e.g. for
advertising purposes)21.
Another software often used in Customer Analysis is Google G-suite, a productivity tool for cloud computing and
collaboration. Consultants can offer their skills on Google to help their clients to evaluate and to enable their move to
the cloud for analytics, improving their processes and enhancing their customers’ experience. One of the solutions
enhanced by Google Clouds (Cloud and analytics transformation) enables companies to access technologies, app tools,
data & analytics with cybersecurity. In addition, with Google, customers analysis activities are enhanced with the
creation of online surveys, getting data & responses in real time, building graphs and charts with the support of Google
Sheets.
Also, Product analysis is strongly supported, especially with teardown analysis (products cost analysis and benchmark
with competitors) with technologies such as fast prototyping, 3D prints, batch production and customizations 22 .
Software used in this phase are focused on the possibility to test in advance products prototypes, in offering to clients
customized services & products (e.g. Azure E-commerce offers customized ecommerce experience, improved by
inventory management and reduction of shipping costs thanks to historical order information and customer data),
optimizing the production process (Bluetrack makes the workflows visible and performs value chain and efficiency
analysis through high-precision indoor and outdoor real-time tracking system) and reducing inventories and time-to-
market (Predix Tracker helps to understand the real-time sequence requirements in production)23.
3. Business Planning
Big Data&DataAnalytics became an important point of competitive differentiation in delivering the analysis of
business processes performances and driving the process of forecast. In this fundamental journey consultants can help
their clients with data sourcing (identification, combination and management of multiple data sources), model building
(analytics models can predict and optimize business outcomes) and organizational transformation (structuring and
managing the organization for a better decision-making process based on the data and models).
These three important aspects cannot work independently and should be part of a common vision, with the coordination
and involvement of several managers. In addition, in this process should be clear the strategy on how using data and
18
SAP (2018, April 25). Predictive Analytics for Business Departments. ENP Newswire.
19
Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: consumers’ conception,
measurement, and consequences. Journal of the Academy of Marketing Science, Vol.47(3), pp.551-568.
20
NttData (2015, November 4). Customer Journey Mapping Is at the Heart of Digital Transformation.
Knowledge@Wharton.
21
Arbulú, M., Castillo, G., & Del Redmarka A. (2013). Potenciando el alcance del análisis publicitario con la técnica
del Eye Tracking: desarrollo de un software para la evaluación del impacto publicitario. Revista Académica de
Marketing Aplicado, pp.125-136.
22
Noorani R. (2018). 3D Printing: Technology, Applications, and Selection. MRS Bulletin.
23
Pwc (2017, September). Smart manufacturing analytics platform overview deck.
47
analytics and the right technology to deploy24. In data sourcing, consultants can focus clients on specific business
problems, driving the identification of relevant data (e.g. customers or manufacturing data). The “creative” support of
consultants is also important in the identification of unstructured data sources (e.g. from social media, sensors,
processes, demographics etc.). In this phase is fundamental the involvement of clients’ CIOs: the IT legacy is a
precious source of data and analysis, even if current IT infrastructures don’t allow the integration of “siloed”
information and the management of unstructured data. In the model building phase, the role of consultants is focused
on identifying clients’ business opportunities and how the new model can improve the performances (in a less complex
way). This creates a practical relationship among the data collected that allows managers to predict and optimize the
outcome. The last task of organizational transformation is achieved by consultants helping clients’ managers to align
the current culture and capabilities with the analytic model. For this reason, consultants elaborate a Strategy blueprint
including a guide for the modelling phase (models are compliant with the company’s processes and decision-making
since managers are facilitated in using Big Data&Analytics) together with the indication of intuitive tools and
interfaces allowing the frontline managers to use the new models and algorithms 25 . Consultants are important to
reinforce managers’ capabilities in working daily with analytical tools; this justifies the choice of many consulting
companies to invest in experience centres where clients are invited to experiment real business cases on Big
Data&Analytics successful implementations.
The consulting activities on business planning are now supported by technologies such as Cloud Computing and
Business Analytics. Salesforce Einstein Analytics, Azure, AWS-Cloud, SAP Analytics Cloud and Predix are valuable
examples of software.
SalesForce Einstein Analytics, enhanced by AI, can perform customized predictive analysis to support several business
planning scenarios26.
In Azure, the initial phase of data analysis is covered by Analytical and BI solutions & tools, while the predictive
models can be built through Big Data and Analytics solutions (based on data from different sources).
AWS-Cloud allows the data access and analysis through Data Lakes and Analytics and with Analytics services is
possible to perform interactive analysis, big data processing, real-time analytics, dashboards and visualizations.
SAP Analytics Cloud capabilities are built on SAP Cloud Platform and enhanced by in-memory technology of SAP
HANA (in-memory computing allows to quickly process and analyze a huge amount of data in planning simulations
and what if analysis). AI and Predictive analysis allow collecting important business insights (through Machine
Learning, Search to Insight feature, Conversational AI etc.). Several modules are useful to build many scenarios: Smart
predict (building predictive models integrated with BI), Smart discovery (helping users to identify the main key strategy
drivers, to complete simulations and to take actions through dashboards), Smart transformation (able to automate data
preparation and to facilitate the work of predefined models), Smart insight (allowing to quickly understand complex
data thanks to NLP and Visual explanations) and Smart Grouping (comparing specific data points, as customers groups,
based on specific parameters).
Finally, Predix is a software platform (in the model PaaS-Platform as a service) for the collection and analysis of data
from industrial machines; in this way, it’s possible to perform predictive analysis and to implement statistical analysis,
data mining and retrieval processes for Big Data (with the possibility to identify trends and insights). These
functionalities are extremely useful to the business planning activity27.
4. Business Valuations
The use of data analytics is rapidly expanding and it represents a good opportunity in “stand-alone vs with synergies”
valuation of businesses. Since business valuation is crucial for many types of projects (e.g. M&A, competitive
negotiations etc.) consultants help clients to leverage on business analytics tools by collecting relevant historical and
predictive data, and ultimately, in transforming them into strategic information (e.g. scenarios analysis). Business
Analytics play an important role for strategic planning in delivering tactical value (through the correct selection of
value-added initiatives and activities), in creating competitive advantage (in line with business goals) and in preparing
potential scenarios to implement new strategies.
Strategic Planning activity is focused on targeting opportunities for growth (e.g. pursuing innovation with impact on
the market, by differentiating from competitors) and for this reason, it's important to collect information on industry
24
Barton D., & Court D. (2013, March). Three keys to building a data-driven strategy. McKinsey Digital.
25
Sahay A. (2018). Business Analytics A Data-Driven Decision Making Approach for Business. NEW YORK:
Business Expert Press, Volume I, pp. 62-81.
26
Martin J. (2017, October). Integrating and Customizing Salesforce. BedRock Data.
27
GE (2018, March). Predix the industrial IoT application platform.
48
trends (identifying opportunities), on competitors and on customers' expectations. AI and Machine Learning can be
extremely useful (Data Crunching and Visualization) especially in projects focused on synergies valuation (e.g. M&A).
Many consulting companies use Python, an open source general purpose programming language used to build
enterprise programs (to embed analytics) and perform analysis on large amounts of data; Python is one of the most
popular languages for data management and analysis. In particular, Python Data Analytics Stack addresses any step of
the Analytics workflow. These tools are assembled in Python Libraries. There are Libraries importing and assessing
outline analysis and statistics (Panda), performing metrics and mathematical operations (NumPy and SciPy), applying
Machine Learning techniques (Scikit-Learn) or processing a huge amount of data (Apache Spark). Client companies
benefit from the possibility to analyze a huge amount of data (structured or unstructured), to keep the deployable codes
and to get models to predict future strategy or operational scenarios28.
5. M&A
Digital capabilities can be applied to M&A activities in a few ways. More and more M&A consulting professionals
are familiar with virtual data rooms providing a secure online environment (regardless of the location of team members)
or allowing the review of the huge amount of data associated with potential targets. Cloud-based enterprise resource
planning systems can simplify some recurring IT problems during the integration phase (e.g. the integration of different
software suites). Natural language processing allows the M&A team to easily analyze an enormous quantity of
contracts and documents (in an automated way) and data visualization tools help to discover, behind complex financial
figures, some important hidden insights. Finally, several businesses use crowdsourcing initiatives to identify potential
M&A targets29.
Meanwhile, a new class of software can be applied directly to the core M&A activities (target research, valuation and
post-merger integration), as well as addressing the so-called soft disciplines (e.g. employees’ engagement and
corporate culture enhancement) that once seemed outside the scope of technology. These activities are now more
efficient thanks to the use of digital tools (often sponsored by external consultants) able to automate and digitally
enable the core M&A processes30.
6. Target Screening
Targets scouting tools can literally narrow down the list of potential targets based on selection criteria (defined during
by the acquisition strategy) and speed the approach and negotiation phases. During the screening activity, the tools
collect data of potential targets coming from external sources; it analyses industry trends, growth paths, and financials
with the purpose of short listing the most interesting targets. An interesting function is represented by “simulators of
acquisition scenarios” enhancing proficient discussions on growth pathways.
Emerging Tech Radar (like Graph Analytics) can support this phase thanks to Graph analytics algorithms (useful to
read and interpret graphs). In particular Graph analytics algorithms can help to perform centrality analysis on a big
group of potential targets.
NLP (Natural Language Processing) as part of AI can help in processing, understanding and producing a huge amount
of data; it can work with huge amounts of textual data, synthesizing key information or analysing texts that include
several opinions on target companies .
Also, Semantic Analysis can have a strong application on the selection and short listing of target companies for M&A.
This can happen by comparing a long list of companies (from several data sources) with the keywords indicated in the
M&A selection criteria, or by recognizing (e.g. with grammatical modelling) specific businesses competencies. The
reliability of the information is confirmed by the semantic analysis tool (cross-referencing the outcome with
information already online)31.
Digital ecosystem scouting is a technology used to enhance target screening (data incorporated is coming from external
sources) and to narrow down the targets of a potential acquisition. It’s useful to analyze industry trends and compare
28
Nelli, F. (2015). Python Data Analytics: Data Analysis and Science Using Pandas, matplotlib, and the Python
Programming Language. Berkeley, CA: Apress, pp. 32-55.
29
Deloitte (2018, July 12). How Digital Tools Are Helping Unlock M&A Value. The Wall Street Journal.
30
Kotarba, M. (2018). Impact of Digitalization on M&A Transactions in Banking. Zeszyty Naukowe Politechniki
Poznańskiej Organizacja i Zarządzanie, Vol.77, pp.145-162.
31
Casati, F, & Shan, M. (2002). Semantic analysis of business process executions. Lecture Notes in Computer
Science, Vol.2287, pp.287-296.
49
targets data (growth, financials etc.) based on selection criteria identified by the acquisition strategy. This can really
help the company to quickly progress to discussion with the shortlisted targets, based also on simulations of acquisition
scenarios (focused on growth trends and potential synergies).
Finally, since more companies are now relying on crowdsourcing tools for identifying potential targets, a tool like
Bright Idea commonly used. With Bright IdeaJumpstart Employee Innovation employees can be involved in the
identification of selection criteria (discussions on company values, targets, processes and projects) and market
opportunities (e.g. new markets, high performing targets). In addition, Bright Idea Transformation tools help in the
targets identification (e.g. with gig economy platforms matching selection criteria with the companies in the market)
by testing and ranking them based on their potential.
7. Project Management:
Project management tools can easily, in complex transactions, help consultants in coordinating the dependencies
between the huge amount of activities and milestones completed by several teams.
In particular, Data visualization tools are able to identify critical milestones, by combining several work plans and
highlighting information on key risks, issues and dependencies. These tools are in part supported by consulting
companies’ database of similar roadmaps in the industry that help the quick identification and management of the
interdependencies. Once identified these interdependencies, the tool can also help project managers in the analysis of
relevant gaps and elaboration of mitigation plans to address them.
Organizational Design digital tools allow the project leaders to draw (with a logical approach) the future post
integration organization leveraging on key talents critical for this process. The workforce alignment (based on post
integration goals) is facilitated by using internal data and industry benchmarks (always provided by consultants)
finalized to creating custom organizations and cost models. In addition, the new organization will impact also on future
company culture.
Purchase Accounting tools can simplify this complex process by aggregating data and reducing errors and processing
time for journal entries (including documentation), calculating automatic periodic adjustments (periodic purchase price,
deferred taxes, goodwill and currency translation) and automating the error-checking activities.
Divestiture financials processing tools help to map the main drivers of the business through the elaboration of historical
financials that are automatically adjusted. In this way, the time to close (from data acquisition to audit) is dramatically
reduced
The selection of the appropriate M&A tool should be done with the support of consultants helping to speed the process,
to make it more efficient (in term quantity, accuracy and reliability of the insights produced) and less expensive; in
particular, the tool should be able to fit into the company strategic approach to execution, enhancing collaboration,
decreasing manual activities and finally shouldn’t pose any security concern32.
8. Conclusions: Due Diligence
One of the most important phases of M&A is the Due Diligence since from the outcome of this activity depends on
the success of the deal, the negotiation and the integration phase. With the use of Digital Technologies, the due
diligence time can be reduced by 30- 90%.
Business applications based on Artificial intelligence (e.g. The Brain, Kira etc.) and cognitive computing could
represent a great resource able to analyze data during the due diligence and to understand the connection among all the
data elements. After identified the main threads in a due diligence, consultants can use systems (Kira Systems, Seal
Software, eBrevia, Rage Frameworks) able to reduce time and overheads in the phases of gathering, processing and
presenting data.
The adoption of AI during an M&A process can really take the emotions out of the process and help both buyer and
seller willing to transparently share the info, to avoid risks and discover new opportunities33.
The Legal area is not the only one to benefit from Digital Technologies in Due Diligence. Other areas can be strongly
interested, like Human resources, Finance, Product R&D engineering, Sales and Marketing, Asset Management
32
Zhao, J. (2018, July 20). Digitalization - The Pill For M&A Failures? Mondaq Business Briefing.
33
Burdon M. (2016, Aug 17). Artificial Intelligence – An Authentic Opportunity for Mergers and Acquisitions. The
Deal Room.
50
(uncovering asset reporting discrepancies potentially missed), Real Estate and Operations. The digital support is
fundamental also in international M&A transactions where multiple languages are involved.
Kira is one of the most used machine learning software since it’s able to identify, extract and analyze texts in contracts.
This technology, initially conceived to review thousands of contracts (not already organized in a common file format),
is enhanced by powerful machine learning tools (e.g. Quick Study) allowing all users to teach this AI system to identify
and extract any provision from any type of contract34.
In M&A Due Diligence, Spinoffs and Divestitures this tool helps to review contracts (errors and unexpected liabilities)
since data is extracted, analysed and properly reported.
During the phase of Client Contract Analysis and Advisory it allows analysing a mass of contracts that usually are
reviewed only in the post-merger integration phase (with the risks to discover missed exclusivities, provisions,
indemnities, obligations). In the traditional activity, there is usually a loss of ~5-12% contracts value due to lapses in
the administration of contract obligations (e.g. invoices to be issued, credits to be asked and renewal dates on auto-
renewal contracts).
These functionalities can be also useful in the areas of Contracts Simplification /Optimization (improvement of
templates and playbooks by identifying standards and outliners), Obligation Management (tracking and management
of the required activities like notices, confidentiality agreements, exclusivities, indemnifications and insurances),
Revenue Recovery and Cost Savings (identification of missed opportunities to reclaim revenues or to eliminate costs
by checking renewal dates)35.
This software can also help in the fields of Real Estate Advisory and Transactions (by summarizing the terms of lease
contracts), Knowledge Management (consistency and accuracy is assured with the identification of any clause and
reorganization in a standard language on a document repository), Deal Points and Market Intelligence Studies (with
the reorganization of previous deals data in deal point studies and market intelligence reports), Risk Management and
Compliance/Potential New Business Lines (contracts review allow the identification of non-compliance with CA rules,
export control, regulatory issues) and Foreign and Multi-language Contract Review (the system can be trained to
recognize any important provision/clause in any language in order to redirect the contract to the right expert).
Finally, there are many other technologies used by consultants to support their clients in speeding Due Diligence
activities through Data exploration and interactive visualization, Collaborative work tools, Data Analytics and
Visualization tools.
Tableau is a visualization tool allowing to connect to a huge volume of data. In this way, consultants’ clients can bring
spreadsheets & databases in big data sources and create interactive deliverables (visualizations, reports and
dashboards). In the past, data preparation was performed by technical profiles, such as data engineers and data scientists
and, only once the data was prepared, analysts and business users were able to work with their analysis. Tableau Prep
allows any user to prepare data faster and more intuitively, to safely combine/model/clean up data and to take better
business decisions. The tool enables to summarize and visualize graphically many records of data analysed (charts,
graphs and maps). In this way consultants can work on data and, using several visualizations/interacting views, are
able to answer several clients’ questions.
G-Suite Hangout is a tool able to facilitate the collaboration and interaction among the due diligence team members.
In particular with Hangout Chat is possible to rely on a messaging platform and dedicated virtual rooms (hosting
projects and conversations per threads, with progress monitoring); in addition this tool helps to upload items from
Drive (enhancing collaboration on documents), to attend online meetings (with Hangouts Meet), to use Google’s search
engine (when members are looking for rooms, past conversations and shared files), to inform when files are shared
and to schedule automatically meetings (since it’s integrated directly with members’ Calendar).
Finally, Microsoft SharePoint is a Content Management System (CMS) software platform, with the purpose to share
information and/or documents in different ways; for example, it's possible to create lists, document repositories or
synchronize calendars. It enhances teamwork with dynamic and productive team sites for each project team,
department and division (in or outside the organization, via PCs, Macs or mobile devices). Thanks to powerful search
features, it’s possible to look for information, skills and insights. The SharePoint content-management allows the team
to increase and share the level of knowledge on the project (e.g. on contacts or past conversations).
34
Kira (2017, October). Machine Learning Contract Analysis, How Professional Services Firms Are Using Kira.
35
Hanson, O. (2018). Kira: Contract Extraction Software for M&A Due Diligence. Colorado Lawyer, Vol.47(4),
pp.13-14.
51
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