1. The story of the Product
Growth team at Atlassian
Ilias Flaounas
Sr. Data Scientist
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Web Analytics Meetup, Sydney
14 October 2015
2. Atlassian - Trivia
• Atlassian is an Australian enterprise software
company specialised in products that support
project management and collaboration.
• ~13 years old
• >1.5K employees
• Headquarters in Sydney
• Best place to work in Australia (2014 & 2015)
(The Australian Financial Review)
3.
4.
5.
6. Key Requirements:!
• Support from upper
management!
• Some minimum critical
mass of customers!
• Serious investment
in infrastructure,
people,
time
7. Product Growth Team
• 18 members (from initially 6 members
on 2013)
• Main mission: Increase Active Users!
• How?
* Discover value in behavioural data
* Experiment
* Suggest improvements!
• Champion data-driven decision making
14. Where do we fit in the org?
A kind of stretched analogy…
Patient User
Illness
Bad User
Experience
Medical doctor Product manager
Diagnosis Interviews, surveys…
Treatment UX modification
Medical researchers Growth team
Observations Data mining
Medical trials A/B tests
Ethics Privacy Policy
Evidence-based
medicine
Data-driven
development
15. The Challenges
• Build infrastructure!
- break data silos
- replace existing “solutions”
- improve data quality
- add instrumentation
21. • Build infrastructure!
- break data silos
- replace existing “solutions”
- add instrumentation
- improve data quality
• Cultural change & Education!
- help people ask the correct
questions!
- challenge gut feelings!
- “analytics is counting”
The Challenges
37. X. Fu & H. Asorey, “Data driven product Innovation”, Tutorials, KDD 2015
We are completing a transition…
• Phase A: Data scientists as Owners
• Phase B: Data scientists as a Service
• Phase C: Data scientists as Partners
38. Take away message
• Becoming data-driven is hard
• Cultural change is the key challenge
- More difficult than the engineering part
• The transition is a marathon not a sprint
• There’s no common sense, thus potential is high