Information Evolution Model Analysis

In Information Revolution: Using the Information Revolution Model to Grow Your Business, authors Jim Davis, Gloria Miller, and Allan Russell introduce the idea of the Information Evolution Model. They propose four dimensions -- infrastructure, process, people, and culture -- as guides for evaluating your organization's ability to leverage information in an effort to achieve your business goals. Here, I'll take a deeper look at these four dimensions, framing them in context of the five-level Information Evolution Model.

The model's five levels -- operational, consolidation, integration, optimization, and innovation -- are hierarchical and reflect aspects of maturity across the four dimensions. Generally, companies fluctuate within different

Teamwork may be encouraged in small, homogenous areas, but strategic and interdepartmental collaborative efforts are challenged by the organization's competitive structure. Communication also may be challenging without the benefit of a shared vision or enterprise-level goals.

Level 3: The integrated enterprise

An enterprise-wide approach to data management and decision-making characterizes organizations at this level. Integrated knowledge systems generate value by standardizing processes that promote coordinated marketing efforts. Resources are mobilized around market and customer relationships that optimize long-term value.

* Level 3 infrastructure features a seamless, enterprisewide system of hardware, software, and networking that supports data reporting, analysis, and auditing while delivering a single version of the truth.

* Level 3 knowledge process enables the company to optimize reporting and analysis to meet enterprise-wide goals and objectives. The focus shifts from a product to a customer or market focus with emphasis on relationships and long-term value. All information access and quality is aligned and standardized. Performance management is automated. This level of interdepartmental cooperation requires highly developed communication and collaboration

An advanced combination of analytic tools allows organizations to test and perfect new ideas in virtual environments, thus reducing time to market. Innovation is systematically fostered and supported through information access and sharing.

* Level 5 knowledge process encourages innovation at the highest levels. Extensive analytics provide the ability to model the future while minimizing risk. As a way of stimulating new ideas, organizations encourage and facilitate collaboration on an enterprise-wide basis. The entire innovation process is documented, analyzed, and communicated throughout the organization.

* Level 5 people are holistic thinkers. With a keen eye for the bottom line, they are also proactive, creative thinkers. They thrive on juggling many roles and activities. They actually enjoy change and get bored if the business becomes stagnant. They know their competitors are able to reach Level 4 with cutting-edge technology. But at Level 5, they can always outpace their competitors by continuing to