Alyson Murphy, Senior Data Analyst at Moz: "The Human Side of Business Analytics"
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When I started at Moz a year and half ago, we operated as a startup. There were a couple of dashboards that were updated by hand since the data came from 15 data sources by different teams. Worse than that, people looked a lot of the reporting but couldn't tell if we were doing well or not. Almost all analysis was ad hoc and all done by me or an engineer because almost all of the data was in MySQL databases and used in differently by each product manager and marketer. In the last year we have - unified our MySQL data sources onto one reporting server - implemented an enterprise web analytics tool and added key meta data so everyone in the organization has easy access to key data - trained the teams to pull their own data - redefined most of our core KPI definitions - and we are in the process of building relevant dashboards about the metrics that are most relevant to the business
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Alyson Murphy, Senior Data Analyst at Moz: "The Human Side of Business Analytics"
- 6. We’ve been GROWING a lot @AlysonMurphy#DataPunk14
- 7. And CHANGING a lot @AlysonMurphy#DataPunk14
- 8. And CHANGING a lot @AlysonMurphy#DataPunk14
- 9. And CHANGING a lot @AlysonMurphy#DataPunk14
- 10. #DataPunk14 Google Analytics Adobe Analytics So has our data @AlysonMurphy
- 11. @AlysonMurphy#DataPunk14 seomoz Data used moz.com production Gizmo Tool Usage & Subscription Info MozMail Triggered email data cmoz campaign data Local MozLocal data Gizmo All Reporting Data So has our data Adobe Analytics
- 12. #DataPunk14 Email Trello @AlysonMurphy So has our data
- 13. #DataPunk14 @AlysonMurphy We aren’t there yet though
- 14. @AlysonMurphy#DataPunk14 We’ve LEARNED a lot setting us up to scale bit.ly/book-open
- 16. Those colors are the components of your data system.
- 17. Get Close
- 18. Closer
- 19. Closer Still
- 20. That is a lot of green!
- 21. This is our view when we start, right? Tactical In the weeds
- 22. Then you might branch out into orange
- 23. and yellow
- 24. But that’s all it is, a series of colors.
- 25. It’s not until much later that you start to see the whole picture.
- 26. It’s a beach ball. It functions. It helps you play games.
- 27. It’s likely it will not look like this though.
- 28. It likely looks like this.
- 29. There are holes.
- 30. And some parts weren’t built to get bigger.
- 31. Well dang, that doesn’t hold air.
- 32. @AlysonMurphy GOAL 1 Build the MVB… B (minimum viable beach ball) #DataPunk14
- 33. Components of a Data System #DataPunk14 Data Infrastructure Data Integrity Data Access & Visualization Infrastructure Change Process Data Utilization Process People in your Org
- 34. Data Infrastructure @AlysonMurphy#DataPunk14 seomoz Data used moz.com production Gizmo Tool Usage & Subscription Info MozMail Triggered email data cmoz campaign data Local MozLocal data Gizmo All Reporting Data Adobe Analytics
- 35. Data Integrity @AlysonMurphy#DataPunk14 Spot Check at Time of Analysis All Systems Comprehensively Checked And Maintained
- 36. Data Access & Visualization @AlysonMurphy#DataPunk14
- 39. People in your Organization @AlysonMurphy#DataPunk14 Leverage data. Pull basic reports. Ask you to pull data. Know that data exists.
- 40. @AlysonMurphy GOAL 1 Build the MVB… B (minimum viable beach ball) #DataPunk14
- 41. @AlysonMurphy To optimize the system, you may have to sub-optimize the subsystem. #DataPunk14
- 42. @AlysonMurphy Generating change is a PEOPLE PROBLEM (even if the change is technical) #DataPunk14
- 43. @AlysonMurphy Over COMMUNICATE what sections you are working on (helps with buy-in) #DataPunk14
- 44. @AlysonMurphy Ways to get buy-in #DataPunk14
- 45. Components of a Data System #DataPunk14 Data Infrastructure Data Integrity Data Access & Visualization Infrastructure Change Process Data Utilization Process People in your Org
- 46. Components of a Data System #DataPunk14 Data Infrastructure Data Integrity Data Access & Visualization Infrastructure Change Process Data Utilization Process People in your Org
- 47. Components of a Data System #DataPunk14 Data Infrastructure Data Integrity Data Access & Visualization Infrastructure Change Process Data Utilization Process People in your Org
- 49. Buying Decision @AlysonMurphy#DataPunk14 1 Define problem 2 Lay out possible solutions 3 Research solutions 4 Make decision on solution
- 51. Components of a Data System #DataPunk14 Data Infrastructure Data Integrity Data Access & Visualization Infrastructure Change Process Data Utilization Process People in your Org
- 52. @AlysonMurphy Co-create Process and Content Changes #DataPunk14
- 53. Process and Content Changes @AlysonMurphy#DataPunk14 1 Define problem 2 Lay out possible solutions 3 Research solutions 4 Make decision on solution
- 55. Components of a Data System #DataPunk14 Data Infrastructure Data Integrity Data Access & Visualization Infrastructure Change Process Data Utilization Process People in your Org
- 57. Leveling-Up @AlysonMurphy#DataPunk14 1 Be intentional about the resources you give people. 2 Provide in-person training for people who should use data everyday. 3 Provide optional training for all.
- 60. @AlysonMurphy Create dashboards people live in. #DataPunk14
- 61. Ship Your MVP and learn @AlysonMurphy#DataPunk14
- 62. @AlysonMurphy Plan Less Ship and Iterate More #DataPunk14
- 63. @AlysonMurphy Allow Process Changes to Ship Less Than Perfect to Let the Organization Learn #DataPunk14
- 64. @AlysonMurphy Ways to Leverage and Empower the Many #DataPunk14
- 65. #DataPunk14 Email Trello @AlysonMurphy Create a Transparent Process
- 66. #DataPunk14 @AlysonMurphy Teams Self-Prioritize List I used to Prioritize Lists Teams Prioritize
- 67. #DataPunk14 @AlysonMurphy Enable Teams to Use a Framework
- 68. @AlysonMurphy GOAL 2 Expand the Beach Ball #DataPunk14
- 69. @AlysonMurphy Key Take Away’s #DataPunk14 1. Build the MVBB. 2. Pre-research buying decisions. 3. Co-create processes. 4. Empower leveling up.
Editor's Notes
- This is what it’s like to join a new company, right? You come in and start assessing the data infrastructure that are in place, the processes, the people. Then you start to see where to improve.