The

HUMAN SIDE of

BUSINESS ANALYTICS

bit.ly/man-walking

@AlysonMurphy

ALYSON MURPHYData Analysis

MOZ

bit.ly/man-walking

SLIDESbit.ly/data-punk14

bit.ly/man-walking

SOME CONTEXT…

@AlysonMurphy#DataPunk14

We’ve been GROWING a lot

@AlysonMurphy#DataPunk14

And CHANGING a lot

@AlysonMurphy#DataPunk14

And CHANGING a lot

@AlysonMurphy#DataPunk14

And CHANGING a lot

@AlysonMurphy#DataPunk14

#DataPunk14

Google Analytics Adobe Analytics

So has our data

@AlysonMurphy

@AlysonMurphy#DataPunk14

seomozData used moz.com production

GizmoTool Usage & Subscription Info

MozMailTriggered email data

cmozcampaign data

LocalMozLocal data

GizmoAll Reporting Data

So has our data

Adobe Analytics

#DataPunk14

Email Trello

@AlysonMurphy

So has our data

#DataPunk14 @AlysonMurphy

We aren’t there yet though

@AlysonMurphy#DataPunk14

We’ve LEARNED a lot

setting us up to scale

bit.ly/book-open

Imagine a

beach ball

Those colors are the

components of your data

system.

Get Close

Closer

Closer Still

That is a lot of green!

This is our view when we

start, right?

TacticalIn the weeds

Then you might branch

out into orange

and yellow

But that’s all

it is,

a series of colors.

It’s not until much later

that you start to see the

whole picture.

It’s a beach ball.

It functions.

It helps you play games.

It’s likely it will not look like this though.

It likely looks like this.

There are holes.

And some parts weren’t built to get

bigger.

Well dang,

that doesn’t hold air.

@AlysonMurphy

GOAL 1

Build the MVB… B

(minimum viable beach ball)

#DataPunk14

Components of a Data System

#DataPunk14

Data

Infrastructure

Data

Integrity

Data

Access &

Visualization

Infrastructure

Change Process

Data

Utilization

Process

People in

your Org

Data Infrastructure

@AlysonMurphy#DataPunk14

seomozData used moz.com production

GizmoTool Usage & Subscription Info

MozMailTriggered email data

cmozcampaign data

LocalMozLocal data

GizmoAll Reporting Data

Adobe Analytics

Data Integrity

@AlysonMurphy#DataPunk14

Spot Check

at

Time of Analysis

All Systems

Comprehensively

Checked

And Maintained

Data Access & Visualization

@AlysonMurphy#DataPunk14

Infrastructure Change Process

@AlysonMurphy#DataPunk14

Data Utilization Process

@AlysonMurphy#DataPunk14

People in your Organization

@AlysonMurphy#DataPunk14

Leverage data.

Pull basic reports.

Ask you to pull data.

Know that data exists.

@AlysonMurphy

GOAL 1

Build the MVB… B

(minimum viable beach ball)

#DataPunk14

@AlysonMurphy

To optimize the system,

you may have to

sub-optimize the subsystem.

#DataPunk14

@AlysonMurphy

Generating change is a

PEOPLE PROBLEM(even if the change is technical)

#DataPunk14

@AlysonMurphy

Over COMMUNICATE

what sections you are working on

(helps with buy-in)

#DataPunk14

@AlysonMurphy

Ways to get buy-in

#DataPunk14

Components of a Data System

#DataPunk14

Data

Infrastructure

Data

Integrity

Data

Access &

Visualization

Infrastructure

Change Process

Data

Utilization

Process

People in

your Org

Components of a Data System

#DataPunk14

Data

Infrastructure

Data

Integrity

Data

Access &

Visualization

Infrastructure

Change Process

Data

Utilization

Process

People in

your Org

Components of a Data System

#DataPunk14

Data

Infrastructure

Data

Integrity

Data

Access &

Visualization

Infrastructure

Change Process

Data

Utilization

Process

People in

your Org

@AlysonMurphy

Pre-Research Buying Decisions

#DataPunk14

Buying Decision

@AlysonMurphy#DataPunk14

1 Define problem

2 Lay out possible solutions

3 Research solutions

4 Make decision on solution

@AlysonMurphy#DataPunk14

Components of a Data System

#DataPunk14

Data

Infrastructure

Data

Integrity

Data

Access &

Visualization

Infrastructure

Change Process

Data

Utilization

Process

People in

your Org

@AlysonMurphy

Co-create Process and Content

Changes

#DataPunk14

Process and Content Changes

@AlysonMurphy#DataPunk14

1 Define problem

2 Lay out possible solutions

3 Research solutions

4 Make decision on solution

@AlysonMurphy#DataPunk14

Components of a Data System

#DataPunk14

Data

Infrastructure

Data

Integrity

Data

Access &

Visualization

Infrastructure

Change Process

Data

Utilization

Process

People in

your Org

@AlysonMurphy

Empower Leveling-Up

#DataPunk14

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.

@AlysonMurphy

Ways to Ship

#DataPunk14

@AlysonMurphy

MVP vs All-in-one

#DataPunk14

@AlysonMurphy

Create dashboards people live in.

#DataPunk14

Ship Your MVP and learn

@AlysonMurphy#DataPunk14

@AlysonMurphy

Plan Less

Ship and Iterate More

#DataPunk14

@AlysonMurphy

Allow Process Changes to

Ship Less Than Perfect

to Let the Organization Learn

#DataPunk14

@AlysonMurphy

Ways to Leverage and Empower

the Many

#DataPunk14

#DataPunk14

Email Trello

@AlysonMurphy

Create a Transparent Process

#DataPunk14 @AlysonMurphy

Teams Self-Prioritize

List I used to Prioritize Lists Teams Prioritize

#DataPunk14 @AlysonMurphy

Enable Teams to Use a Framework

@AlysonMurphy

GOAL 2

Expand the Beach Ball

#DataPunk14

@AlysonMurphy

Key Take Away’s

#DataPunk14

1. Build the MVBB.

2. Pre-research buying decisions.

3. Co-create processes.

4. Empower leveling up.

QUESTIONS?

Slides:

bit.ly/data-punk14

bit.ly/man-walking

@AlysonMurphy