Although the art of analytics is fairly logical, the fact is that all changes in infrastructure and process are a human ordeal. Come see some of the lessons learned at Moz as we have worked to scale our internal analytics efforts in the past year.

1. The
HUMAN SIDE
of
BUSINESS ANALYTICS
bit.ly/man-walking

2. ALYSON MURPHY
Data Analysis
MOZ
@AlysonMurphy
bit.ly/man-walking

3. SLIDES
bit.ly/data-punk14
bit.ly/man-walking

4. SOME CONTEXT…

5. #DataPunk14 @AlysonMurphy

6. We’ve been GROWING a lot
#DataPunk14 @AlysonMurphy

7. And CHANGING a lot
#DataPunk14 @AlysonMurphy

8. And CHANGING a lot
#DataPunk14 @AlysonMurphy

9. And CHANGING a lot
#DataPunk14 @AlysonMurphy

10. Google Analytics Adobe Analytics
#DataPunk14
So has our data
@AlysonMurphy

11. Gizmo
Tool Usage & Subscription Info
seomoz
Data used moz.com production
cmoz
campaign data
MozMail
Triggered email data
Local
MozLocal data
#DataPunk14 @AlysonMurphy
Gizmo
All Reporting Data
So has our data
Adobe Analytics

12. So has our data
Email Trello
#DataPunk14
@AlysonMurphy

13. We aren’t there yet though
#DataPunk14 @AlysonMurphy

14. We’ve LEARNED a lot
setting us up to scale
#DataPunk14 @AlysonMurphy
bit.ly/book-open

15. Imagine a
beach ball

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. GOAL 1
Build the MVB… B
(minimum viable beach ball)
@AlysonMurphy
#DataPunk14

33. Components of a Data System
#DataPunk14
Data
Infrastructure
Data
Integrity
Data
Access &
Visualization
Infrastructure
Change Process
People in
your Org
Data
Utilization
Process

34. Data Infrastructure
Gizmo
Tool Usage & Subscription Info
seomoz
Data used moz.com production
cmoz
campaign data
MozMail
Triggered email data
Local
MozLocal data
#DataPunk14 @AlysonMurphy
Gizmo
All Reporting Data
Adobe Analytics

35. Data Integrity
Spot Check
at
Time of Analysis
#DataPunk14 @AlysonMurphy
All Systems
Comprehensively
Checked
And Maintained

36. Data Access & Visualization
#DataPunk14 @AlysonMurphy

37. Infrastructure Change Process
#DataPunk14 @AlysonMurphy

38. Data Utilization Process
#DataPunk14 @AlysonMurphy

39. People in your Organization
Leverage
data.
Pull basic
reports.
Ask you to pull
data.
Know that data exists.
#DataPunk14 @AlysonMurphy

40. GOAL 1
Build the MVB… B
(minimum viable beach ball)
@AlysonMurphy
#DataPunk14

41. To optimize the system,
you may have to
sub-optimize the subsystem.
@AlysonMurphy
#DataPunk14

42. Generating change is a
PEOPLE PROBLEM
(even if the change is technical)
@AlysonMurphy
#DataPunk14

43. Over COMMUNICATE
what sections you are working on
(helps with buy-in)
@AlysonMurphy
#DataPunk14

44. Ways to get buy-in
@AlysonMurphy
#DataPunk14

45. Components of a Data System
#DataPunk14
Data
Infrastructure
Data
Integrity
Data
Access &
Visualization
Infrastructure
Change Process
People in
your Org
Data
Utilization
Process

46. Components of a Data System
#DataPunk14
Data
Infrastructure
Data
Integrity
Data
Access &
Visualization
Infrastructure
Change Process
People in
your Org
Data
Utilization
Process

47. Components of a Data System
#DataPunk14
Data
Infrastructure
Data
Integrity
Data
Access &
Visualization
Infrastructure
Change Process
People in
your Org
Data
Utilization
Process

48. Pre-Research Buying Decisions
@AlysonMurphy
#DataPunk14

49. Buying Decision
1 Define problem
2 Lay out possible solutions
3 Research solutions
4 Make decision on solution
#DataPunk14 @AlysonMurphy

50. #DataPunk14 @AlysonMurphy

51. Components of a Data System
#DataPunk14
Data
Infrastructure
Data
Integrity
Data
Access &
Visualization
Infrastructure
Change Process
People in
your Org
Data
Utilization
Process

52. Co-create Process and Content
Changes
@AlysonMurphy
#DataPunk14

53. Process and Content Changes
1 Define problem
2 Lay out possible solutions
3 Research solutions
4 Make decision on solution
#DataPunk14 @AlysonMurphy

54. #DataPunk14 @AlysonMurphy

55. Components of a Data System
#DataPunk14
Data
Infrastructure
Data
Integrity
Data
Access &
Visualization
Infrastructure
Change Process
People in
your Org
Data
Utilization
Process

56. Empower Leveling-Up
@AlysonMurphy
#DataPunk14

57. Leveling-Up
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.
#DataPunk14 @AlysonMurphy

58. Ways to Ship
@AlysonMurphy
#DataPunk14

59. MVP vs All-in-one
@AlysonMurphy
#DataPunk14

60. Create dashboards people live in.
@AlysonMurphy
#DataPunk14

61. Ship Your MVP and learn
#DataPunk14 @AlysonMurphy

62. Plan Less
Ship and Iterate More
@AlysonMurphy
#DataPunk14

63. Allow Process Changes to
Ship Less Than Perfect
to Let the Organization Learn
@AlysonMurphy
#DataPunk14

64. Ways to Leverage and Empower
the Many
@AlysonMurphy
#DataPunk14

65. Create a Transparent Process
Email Trello
#DataPunk14
@AlysonMurphy

66. Teams Self-Prioritize
List I used to Prioritize Lists Teams Prioritize
#DataPunk14 @AlysonMurphy

67. Enable Teams to Use a Framework
#DataPunk14 @AlysonMurphy

68. GOAL 2
Expand the Beach Ball
@AlysonMurphy
#DataPunk14

69. Key Take Away’s
1. Build the MVBB.
2. Pre-research buying decisions.
3. Co-create processes.
4. Empower leveling up.
@AlysonMurphy
#DataPunk14

70. QUESTIONS?
Slides:
bit.ly/data-punk14
bit.ly/man-walking
@AlysonMurphy