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The journey from a "satisfied" stakeholder to a "sponsor"

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Every Analytics organization that has successfully advanced along the maturity curve will attest to how perilous the journey was. It's a minefield of breaking what's working to go after something that's not proven yet, artfully saying no to some external requests to focus on the advancement goals and winning higher order investments to support growth needs. The biggest risk in all these is losing the stakeholders' engagement and support which is antithetical to the goal of incremental impact for these very same stakeholders. We share our experience (mistakes and lessons) along this journey and share our stakeholder engagement strategy based on best practices of User Journey management, User Experience Design and Communication plan.
This will be presented at Global Big Data Conference at Santa Clara on 08/28 3.30 PM. See you there!

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The journey from a "satisfied" stakeholder to a "sponsor"

  1. 1. Intended for Knowledge Sharing only Quick recap of what it is 1 The journey from a satisfied stakeholder to a sponsor Global Big Data Conference 2018 Ramkumar Ravichandran Product Analytics @ Google, Inc. Sofia De Santos Huerta Product Strategy @ Visa, Inc.
  2. 2. Intended for Knowledge Sharing only Disclaimer Participation in this summit is purely on personal basis and not representing VISA or Google or any other organization, in any form or matter. The talk is based on general learning from work across industries and firms. Care has been taken to ensure no proprietary or work related info of any firm is used in any material.
  3. 3. Intended for Knowledge Sharing only 3 WHY ARE WE HERE? Video link: https://youtu.be/5WnrFuimKuk Thumbnail source: https://imgur.com/YiakPcv
  4. 4. LET’S BREAK IT DOWN… “The journey from a satisfied Stakeholder to a sponsor” Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  5. 5. LET’S BREAK IT DOWN… “The journey from a satisfied stakeholder to a Sponsor” Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com All stakeholders who consume data, insights and recommendations – Product, Marketing, Sales/RM, Operations
  6. 6. LET’S BREAK IT DOWN… “The journey from satisfied Stakeholder to a Sponsor” “Seem to be fine” – happy, no escalations, no beat downs and no heart aches (just regular disappointments ☺) Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  7. 7. LET’S BREAK IT DOWN… “The journey from a satisfied Stakeholder to a sponsor” “Active Promoter! Advocates from the roof tops, protects & grows you! Doesn’t want to live without you!” Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  8. 8. LET’S BREAK IT DOWN… “The journey from a satisfied Stakeholder to a sponsor” The path from point A to point B, full of self-discovery, learning, heart aches and victories! Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  9. 9. Intended for Knowledge Sharing only Quick recap of what it is 9 ✓Who “were” we? ✓More on the problem ✓What did we do about it? ✓Takeaways for you
  10. 10. Intended for Knowledge Sharing only Quick recap of what it is 10 ✓Who “were” we?
  11. 11. About us • Team: Analytics for the Digital Product Organization • Responsibilities: Enable Strategy, Optimize Execution, Drive Impact • Scope: Strategy Analytics, Conversion Rate Optimization, Customer Lifecycle Management How we did it… • Insight gaurdians across the entire Product Lifecycle • Data ownership: Instrumentation, Platforming, Governance, Management • Own the Analytics Value Chain: Data Science, Experimentation & Machine Learning Constraints • Branded as “Support”, despite best efforts at positioning as Strategy & Impact function. • Matrix organization • Success Criteria: Success of Stakeholders, KPI impact called out under BU …in other words, we were just like “many of you” Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  12. 12. THE VALUE PROPOSITION: SCOPE OF THE PROBLEMS TO BE SOLVED WERE ACROSS THE BOARD (ILLUSTRATIVE)… Optimize Strategy & Operations • Strategy Development & Execution • Innovation Delivery • Performance Tracking & Intervention • Business Operations • Resource Investment Decisions (Finance) • Strategic Research: Competitive Monitoring, Regulatory, Policies, Legal Metrics: Earnings Growth, Guidance delivery, Investor Confidence Optimize Product Lifecycle • Strategy • Experience • Development • Management Metrics: Click Through Rate, Conversion, %Happy Path, Speed, Distribution Minimize Risk • Decrease in Standard Risk levels (leak through) • Successful Prevention Rate • New Risk Detection Efficiency • Rule efficiency: FPR/FNR, Agent Reviews, Reported • Implementation cost: CXM, CSS Metrics: Bad Rate Changes, %bad prevented, %leak through, business KPI impact Optimizely Technology Delivery Cycle • Development Prioritization • Delivery Quality & Monitoring • Cost of Development • Platform Management • Scalability: Compatibility, Detection, Pre-emption & Prevention Metrics: Uptime, Performance, #Story points to Develop/Scale/Iterate, #Bugs/Bug Rate Optimize User Journey • Campaign Strategy • Performance Attribution • Funnel Management (Omni) • Cost Optimization • Brand Management Metrics: Awareness, Sentiment, Adoption, CPE/CPM/CPC, Engagement, NPS, LTV Optimize Sales Process • Goal Setting, Monitoring & Tweaking • Prospect Scoring & Prioritization • Lead Funnel Management: Rate, Speed, Cost • Retention & Growth • Turnover Metrics: Topline, Time to Live, Cost of Acquisition & Retention, Account growth/ NPS Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  13. 13. OUR EVOLUTION: PROGRESSIVE SOPHISTICATION OF ANALYTICS VALUE ADDITION (ILLUSTRATIVE) Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com 60% 20% 10% 5% 5% 20% 30% 15% 10% 5% 20% 25% 25% 25% 20% 25% 25% 20% 15% 25% 20% 20% 20% 20% 15% YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 Primary source of insights for decision making Reporting Data Analytics User Research A/B Testing Advanced Analytics/Machine Learning Data Products Cognitive Analytics sofiadesantoshuerta@gmail.com
  14. 14. Intended for Knowledge Sharing only Quick recap of what it is 14 ✓More on the problem ▪ The signals & impact ▪ Possible reasons
  15. 15. Intended for Knowledge Sharing only Quick recap of what it is 15 ✓More on the problem ▪ The signals & impact
  16. 16. THE SIGNALS – USUAL SUSPECTS… ? Resources ? Influence ? Recognition (Internal & Industry) ? Demand ? Morale & engagement One would think we struggled across all of these dimensions, right? Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  17. 17. BUT IN TRUTH, WE THRIVED! ✓ Resources: Grew 5X in ~5 yrs, had a dedicated cost center & sizeable budget ✓ Influence: Drove “large” KPI impact, pioneered Test & Learn, buy-in on CRM program and pivoted towards ML-first culture. ✓ Recognition (Internal & Industry): “Super high” promotion rate, high ratings, 50+ “Go beyond”, Outstanding Performer award, Linkedin recommendations. Strong industry recommendations! ✓ Demand: Growth in local/global/leadership requests. ✓ Morale & engagement: Employee Engagement surveys super good! Rare escalations. Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  18. 18. NO, NO! WE ARE NOT WASTING YOUR TIME… Source: https://www.asktheheadhunter.com/7943/why-how-you-should-give-employers-an-ultimatum Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  19. 19. THE SIGNALS ARE “BENEATH THE SURFACE” AND WE REALIZED “ONLY AFTER THE DAMAGE WAS DONE” & THAT’S WHERE THE RUB IS… ▪ Relationship with stakeholders: Transactional, not Strategic. ▪ Brand perception & breadth of awareness: Slotted as “lower” order support team. Also only our immediate Business Unit knew about how impactful we were and not rest of the organization. ▪ Recognition: High success with Subject Matter Expert promotions, but no Leadership promotions! ▪ Demand: Hard time getting buy-in, resource or prioritization moving up maturity curve, e.g., Algo Testing, Edge ML, Hyper Personalization, BI Bot ▪ Investment in growth: No support for growth despite impact, industry validations and requests. Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  20. 20. Intended for Knowledge Sharing only Quick recap of what it is 20 ✓More on the problem ▪ Possible reasons
  21. 21. ROOT CAUSE INVESTIGATION: INFERENCE DIAGNOSIS & TESTING Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com Hypotheses Research (Performance Coaches, Mentors, My Boss, Look back & Org Dynamics Material) Observation & Testing (Interviews, Introspection, Validation, Prioritization) List being discussed in subsequent section
  22. 22. THE MISSED OPPORTUNITIES… ✓ We didn’t know something was wrong, until it was! Early years were focused on growth & value contribution not RoI for us. Epiphany in year . ✓ Didn’t capitalize on big opportunities: All Hands stage talk, President citing our work as “benchmark” and “State-Of-The-Union” requests! ✓ “Holier-than-thou” attitude: I messed up on tradeoff between “Brand” Perception & “Need” Perception. Better prioritization framework needed. ✓ Active Sales: Team Charter, Sharepoint Site, “Regular & Outbound” sales channels or avenues like gamification/office hours not leveraged well. ✓ Victim Mindset: Betting on wrong horses & not culling out bad apples, matrix org dependencies and challenges fixing issues hurt image . Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  23. 23. & GROSS SINS! ✓ Lack of aggressive sales! Brand, Content & Referral Marketing not done. ✓ Delay in communicating charter, status reports on progress vs. Milestones/cumulative impact ✓ Coaching stakeholders on full potential and growth plans: Too many “I didn’t know we could do that” moments with stakeholders! ✓ Platform: Should have focused on “empowering” self-serve instead of “enabling”, i.e., fool-proofing, documentation, access management, training, office hours, adoption campaigns, support models, ownership,etc. ✓ No senior advocate: Our biggest advocate was our BU head, but we never sought wider senior advocate base! Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  24. 24. Intended for Knowledge Sharing only Quick recap of what it is 24 ✓What did we do about it?
  25. 25. THE OPERATING MODEL ANCHORED IN STAKEHOLDER STRATEGIC GOALS, INITIATIVES & SUCCESS METRICS Analytics provides insights into “user behavior”, Research context on “motivations” & Testing helps verify the “tactics” in the field and everything has to be productized… Key benefits Focus on Big Wins Reduced Wastage Quick Fixes Adaptability Assured execution Learning for future initiatives Strategy Data Tagging Data Platform Reporting Analytics Research Cognitive Iterative Loop Optimization Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  26. 26. • Charter: Elevator pitch, How to use, Impact • Internal: Brand Site SEO, Brownbags Infographics, Trivia/Games, TV Monitors • External branding: Conference, whitepapers, Articles, Interviews • Personalized Stakeholder Offering & Mgmt • Brand Site: Repository, KPI Mirrors, Chatbots • Roadmap & in-pipeline projects • Unified Intake Process (SLA, Votes) • Sourcing/Prioritization Framework • Project Mgmt: Expectations Mgmt, Status updates, Documentation, Automation & Augmentation queue, Feedback analyses • Hooks: “Others who asked for this, also wanted this”, “May also like”, “Vote” • Further training & education • Platform creation: Graduation criteria, Automation readiness, documentation, etc. • Support Structure: Alerts, Automatic priority, Office hours, Escalation paths, Feedback • Growth Analyses: Deliverables, Relationship, Operational improvements, Churn Prevention • Whitepapers/Testimonials • Featured Stakeholder Tags • Influencer Promotions Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com STAKEHOLDER ENGAGEMENT STRATEGY- GUIDE STAKEHOLDERS THROUGH THEIR JOURNEY INTO ADVOCATES LoyalEngagementAdoptionConsiderationAwareness
  27. 27. #1: “PERSONA” BASED INITIATIVES: NOT EVERY STAKEHOLDERS IS EQUAL. SOME SHOULD BE PAMPERED, SOME EMPOWERED, SOME ENABLED & SOME IGNORED! NEEDS VARY, STYLES VARY & APPROACH SHOULD VARY TOO… Stakeholder What will they do with the data? How will they consume it (User Exp Design)? Documentation, Risks & Guidelines Executives - Decisions: Major, high level - Needs: Forward looking, prescriptive recommendations - Audience: Compliance, Earnings, Shareholders - “On the go” - Portfolio Readouts - Emails - Single Source of Truth - Repeatable Business Leader - Decisions: Large but specific - Needs: Forward looking, prescriptive scenarios - Audience: Executives, Peers - “On the go”/Infographics - Portfolio/Competitive - Breakdowns: Initiatives, Key segments, Retro readouts - Custom BU logic (assumptions, caveats) - What changed & why Front line Managers - Decisions: Stop/Scale/hold/fix/prioritize/automate - Needs: Detailed insights, Self-Serve dashboard - Audience: 360 views - Deep dives, Target lists - Test performance/Alerts - Research - Detailed logic (final & those tried out), reasoning, assumptions, cohort applicability, segments, etc. Citizen Data Scientists - Decisions: Stop/Scale/hold/fix/prioritize/automate - Needs: Access to raw data - Audience: Select subset, their managers, etc. - Detailed analyses, modeling, tests - Algorithms - Access to raw data and awareness of standard logic Non Technical (Finance, Legal, PR, etc.) - Decisions: Fit stories or support decisions - Needs: Summaries - Audience: Internal and external - Infographics, Whitepapers, As-is number plugs - Single Source of Truth footnote Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  28. 28. #2: INCLUDE STAKEHOLDER ENGAGEMENT METRICS IN OKR: MONITOR & MANAGE PROACTIVELY! Type of Metrics Measurement objective Illustrative KPIs Business Impact Incremental impact directly attributed to Analytics, Testing & Research initiatives (over and above business driven run-rates) • A/B Tests, Pre-posts, Difference-In-Difference over Baselines for Conversion, LTV, CTR, Fraud Rates, CPE/CPA, etc. Operational Analytics program performance • Time to respond & act • Hit Rate (%): #Recommendation that had been tested & won • Program RoI and %RoI per Analyst • %Reduction in “like” repeat analyses via automation • Monetizable Data Products • Self serve coverage Development Performance of Learning & Development initiatives • Delivery against stretch & development goals • Moonshot project progress • #Learning programs completed and Learning Transfer Rate (LTR) Stakeholder Engagement Engagement & Watch-outs • Stakeholder NPS (Feedback surveys) • %Decisions that needed analytics but couldn’t be supported by analytics (data unavailable, bugs, etc.) • %Time Spent on Advanced Maturity projects Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com
  29. 29. #3: ABSENCE OF OPERATIONAL EXCELLENCE “COMES BACK TO BITE YOU” WITHOUT FAIL! Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com Focus on Expectation Setting Prioritization Framework Milestone based progress Iterative model Automation heavy Transparent & Shared
  30. 30. #4: VALUES & REWARD SYSTEM FOR ANALYSTS FOCUSED ON LOYALTY, NOT DELIVERY… Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com My ultimate responsibility is my customer’s success– “going above, beyond & far to deliver on my promises is my everyday nature” My duty is to make my boss look good My happiness is helping my team members & cross functional partners develop My pride is in seeing each & everyone on my team grow to be leaders of their world My promise is to the world of analytics and the people there that I will share, learn and give back in whatever way I can The oath of an analyst!
  31. 31. #5: THERE IS NO ALTERNATIVE TO SELLING, THERE IS NO SELLING WITHOUT TALKING… Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com Frequent touchpoints: Weekly roundups, key initiatives, tests, failures, etc. Branding & engagement sessions: Brownbag, Meetup, Webinars, etc. Help sessions: Insights Review, Office hours, Troubleshooting, Roadmap and Pipeline reviews Brand Site: Traffic, Engagement, Content Planning & Optimization, Chatbots, Personalization Awareness & Buzz initiatives: Contests, Trivia, Infographics, Wall of Fame
  32. 32. Intended for Knowledge Sharing only Quick recap of what it is 32 ✓Who “were” we? ✓More on the problem ✓What did we do about it? ✓Takeaways for you
  33. 33. SUMMARIZING THE KEY TAKEAWAYS Questions, comments, feedback? @decisions_2_0 ram.nit05@gmail.com sofiadesantoshuerta@gmail.com Charter, OKRs and Progress/Impact dashboards: Define & get buy-in on the charter, the OKRs and monitor and communicate the progress. Include, own & act on Stakeholder engagement metrics (& alerts) in OKRs. Hire a Strategic Storyteller: Without them you can’t realize full potential of Data Scientist! Emotionally connect with Stakeholders: Set expectations, deliver on promises and earn trust to guide the path to greatness! Celebrate wins with them, be transparent about hard lessons and how you’ve grown! Invest in capabilities, people and programs progressively: Set ambitious goals, build capabilities to deliver on larger goals for a buzz and excitement in the minds and hearts of stakeholders. If you can’t wow them, you won’t lead them. Stakeholder education, constant education and selling must: Platform, User Experience Design, Adoption and Growth should be focused on helping them realize full potential and see more! It’s not a portal that you create and wash your hands off of.
  34. 34. Intended for Knowledge Sharing only Quick recap of what it is 34 …and with that, we thank you for your time. Do let us know your feedback & thoughts!
  35. 35. CONTACTS https://twitter.com/decisions_2_0 http://www.slideshare.net/RamkumarRavichandran https://www.youtube.com/channel/UCODSVC0WQws607clv0k8mQA/videos http://www.odbms.org/2015/01/ramkumar-ravichandran-visa/ https://www.linkedin.com/pub/ramkumar-ravichandran/10/545/67a RAMKUMAR RAVICHANDRAN SOFIA DE SANTOS HUERTA https://www.linkedin.com/in/sofiadesantos/

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