Christoph Luetke Schelhowe - Data for Everyone

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CXL

Democratizing data to get more done and grow faster

Marketing

DATA FOR
EVERYONE?
HOW TO BRING DATA-INFORMED
DECISION MAKING TO THE NEXT
LEVEL IN A BIG ORGANIZATION
CHRISTOPH LÜTKE SCHELHOWE
June 2017

3
Key to success:
Solve real customer
problems and move fast
(based on data)
Picture

4
Example for data-informed
decision making that made
Zalando successful:
Why do we make returns as
easy and convenient as
possible for customers?
Picture

5
Picture
How might we enable data-informed decision making
at scale in an organization with > 10k employees?

6
Forces of gravity in
a big organization:
• Fragmented tracking
• Data silos
• Unclear data quality
• Time-consuming access
to data and tooling
• Missing analytical rigour
Picture

7
Our answer:
Foundation of Product
Analytics to bring
data-informed decision
making to the next level
across Zalando

8
Hybrid Product Analytics
Organization:
• Central teams for
tools, methods,
overarching governance
• Team-embedded product
analysts to empower
everyone
Picture

9
Self-service tooling:
Make data access and
experimentation quick
and easy for everybody
Picture

10
Data education:
• Bootcamp for expert
and multiplier level
• Self-learning videos
• Community of practice
Picture

11
Data governance:
• Rules of Play
• Data event overview
• Data quality standards
and monitoring
Picture

12
Picture
What are our learnings
from the last months?
Example experimentation

13
Spark a fire:
Teams intrinsically get
into the flow of iterating
optimization cycles
when seeing the first
encouraging results
Picture

14
Have the right balance
between small + big ideas:
Don’t only do frontend
testing, think about bigger
experimentation
use cases that involve
backend testing
Picture

15
Think beyond data:
Use qualitative research to
get at the why. The value
is in the insights behind
data
Picture

16
Set expectations:
• Success looks like:
Increasing number of tests
and teams
• Only a part of tests with
significant results
• Nonsignificant results
don’t mean no learning
• Avoiding downlift easier
than generating uplift
Picture

17
Picture
A true data and experimentation culture helps our
team build better products and move faster...

18
Picture
... ultimately becoming a competitive advantage in
today’s fast-changing world

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