Business of Software Europe 2017

1. Data, simplicity and achieving impact
Vince Darley - @vincedarley
VP Growth, Deliveroo
BoS, London, June 2017

2. First, some context…
Data, simplicity and achieving impact

3. Three courses for today…
The Starter: Getting started with data…
The Main Course: Really enjoying impact from data
The Dessert: Scaling up
Data, simplicity and achieving impact

4. Our Starter…

5. Getting started with data…
The right
metrics
People
DataSystems

6. Getting started… find some quick wins
1. Take some key business metrics you care about
– e.g. customer acquisition, lifetime value or more operational metrics
2. Identify pain points
– move beyond averages to understand extremes and distributions
3. Simple analysis, but guided by deep business and statistical understanding

7. Getting started… the right metrics

8. Getting started… the right metrics
Averages hide opportunities and horrors

9. Getting started… an example
Product Damage at Ocado

10. Our Main Course: Really enjoying impact from data

11. Data science & analytics for actionable insight

12. Real-time analytics?
Predictive analytics?

13. Good Stuff
Effective
Actionable
Predictable
Most such things fail this simple test

14. Experimentation, Experimentation, Experimentation

15. © King.com Ltd 2016 – Commercially confidential

16. Know your Metrics

17. Engagement then Retention then Monetisation

18. Avoiding the endless reporting treadmill

19. … and the endless reporting treadmill
A side-dish of reporting…

20. Our Dessert: Scaling up

21. One small
team
Several
functional
teams
•BI/Reporting
•DS/Analytics
•Data engineering
Many
functional
teams
•BI/Reporting
•Marketing
Analytics
•Product Analytics
•Strategic
Analytics
•Data engineering
•Data platform
•Data model
Distributed
"teams"
•Individuals
embedded in
business or
product
•X-functional
sub-teams
embedded in
business or
product
•Very few
specialised
central teams

22. Distributed "teams"
• Individuals embedded in business or product
• X-functional sub-teams embedded in business or product
• Very few specialised central teams

23. Wrap up…
Data, simplicity and achieving impact
• People, Data, Systems and get started…
• Look beyond averages
• Be bold and experiment a lot, in the right areas
• Understand your metrics
• Organisational scaling requires change – make changes early

24. Wrap up…
Data, simplicity and achieving impact
• People, Data, Systems and get started…
• Look beyond averages
• Be bold and experiment a lot, in the right areas
• Understand your metrics
• Organisational scaling requires change – make changes early
Thank you!
Follow up: vince.darley@deliveroo.co.uk or @vincedarley
Hopefully time for some questions…