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Are you still working for
a data-justified company?
Alban Gérôme
@albangerome
MeasureCamp Moscow
7 April 2018
Are you still working for a data justified company?
Data-driven vs data-justified
Data-driven vs data-justified
• Start with a business question
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
• Implement changes
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
• Implement changes
This what data-driven
looks like
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
• Implement changes
This what data-driven
looks like
• Start with beliefs and the idea you
want to support
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
• Implement changes
This what data-driven
looks like
• Start with beliefs and the idea you
want to support
• Request more data than what you
really need
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
• Implement changes
This what data-driven
looks like
• Start with beliefs and the idea you
want to support
• Request more data than what you
really need
• Cherry-pick the data that justifies
your prior beliefs, discard the rest
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
• Implement changes
This what data-driven
looks like
• Start with beliefs and the idea you
want to support
• Request more data than what you
really need
• Cherry-pick the data that justifies
your prior beliefs, discard the rest
• Make your business case
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
• Implement changes
This what data-driven
looks like
• Start with beliefs and the idea you
want to support
• Request more data than what you
really need
• Cherry-pick the data that justifies
your prior beliefs, discard the rest
• Make your business case
• Implement changes
Data-driven vs data-justified
• Start with a business question
• Brainstorm about the data we will
need
• Implement the data capture
• Formulate an hypothesis
• Run a test
• Make a recommendation
• Implement changes
This what data-driven
looks like
• Start with beliefs and the idea you
want to support
• Request more data than what you
really need
• Cherry-pick the data that justifies
your prior beliefs, discard the rest
• Make your business case
• Implement changes
This is what data-justified
looks like
Are you still working for a data justified company?
My company is data-justified!
My company is data-justified!
My company is data-justified!
data-justified
immature
My company is data-justified!
data-justified
immature
data-driven
mature
Are you still working for a data justified company?
Analytics talent shortage
Analytics talent shortage
Let’s build an analytics team with internal employees
Analytics talent shortage
Let’s build an analytics team with internal employees
• Great understanding of the business
Analytics talent shortage
Let’s build an analytics team with internal employees
• Great understanding of the business
• Poor data literacy and objectivity
Analytics talent shortage
Let’s build an analytics team with internal employees
• Great understanding of the business
• Poor data literacy and objectivity
Let’s hire external talent
Analytics talent shortage
Let’s build an analytics team with internal employees
• Great understanding of the business
• Poor data literacy and objectivity
Let’s hire external talent
• Hard to find, expensive
Analytics talent shortage
Let’s build an analytics team with internal employees
• Great understanding of the business
• Poor data literacy and objectivity
Let’s hire external talent
• Hard to find, expensive
• Lack of domain knowledge
Are you still working for a data justified company?
Just a thought…
Just a thought…
A shortage of
analytics talent
Just a thought…
A shortage of
analytics talent
Few data-driven
companies
Just a thought…
A shortage of
analytics talent
Few data-driven
companies
What if the former worked
for the latter, only the latter?
Just a thought…
data-justified
immature
data-driven
mature
Just a thought…
data-justified
immature
data-driven
mature
Just a thought…
data-justified
immature
data-driven
mature
Zero web analysts
work there
Just a thought…
data-justified
immature
data-driven
mature
All web analysts
work there
Zero web analysts
work there
Are you still working for a data justified company?
Making your own luck
Making your own luck
• Data-justified companies can only recruit by taking advantage of ill-
informed analysts
Making your own luck
• Data-justified companies can only recruit by taking advantage of ill-
informed analysts
• The analysts, sick of boritoring, start building networks and
Making your own luck
• Data-justified companies can only recruit by taking advantage of ill-
informed analysts
• The analysts, sick of boritoring, start building networks and exchange
opinions and information about better places to work for and
Making your own luck
• Data-justified companies can only recruit by taking advantage of ill-
informed analysts
• The analysts, sick of boritoring, start building networks and exchange
opinions and information about better places to work for and how
much they are worth
Making your own luck
• Data-justified companies can only recruit by taking advantage of ill-
informed analysts
• The analysts, sick of boritoring, start building networks and exchange
opinions and information about better places to work for and how
much they are worth
• Experienced analytics practitioners know which managers have a
proven data-driven record
Making your own luck
• Data-justified companies can only recruit by taking advantage of ill-
informed analysts
• The analysts, sick of boritoring, start building networks and exchange
opinions and information about better places to work for and how
much they are worth
• Experienced analytics practitioners know which managers have a
proven data-driven record. Anybody else, the answer is нет (nyet)
Are you still working for a data justified company?
Managers with analytics skills?
Managers with analytics skills?
• Many top-performing employees
fail their transition to
management
Managers with analytics skills?
• Many top-performing employees
fail their transition to
management
• Geeks deemed as unsuitable
candidates for managerial roles
Managers with analytics skills?
• Many top-performing employees
fail their transition to
management
• Geeks deemed as unsuitable
candidates for managerial roles
• Hard to replace an analyst once
promoted because of talent
scarcity
Managers with analytics skills?
• Many top-performing employees
fail their transition to
management
• Geeks deemed as unsuitable
candidates for managerial roles
• Hard to replace an analyst once
promoted because of talent
scarcity
I can’t become a head of analytics?
Oh well, hello data science!
Managers with analytics skills?
• Many top-performing employees
fail their transition to
management
• Geeks deemed as unsuitable
candidates for managerial roles
• Hard to replace an analyst once
promoted because of talent
scarcity
I can’t become a head of analytics?
Oh well, hello data science!
• Every year Big Four consultants
look for client-side manager roles
Managers with analytics skills?
• Many top-performing employees
fail their transition to
management
• Geeks deemed as unsuitable
candidates for managerial roles
• Hard to replace an analyst once
promoted because of talent
scarcity
I can’t become a head of analytics?
Oh well, hello data science!
• Every year Big Four consultants
look for client-side manager roles
• They will then rotate every couple
of years until a CXO role
opportunity comes
Managers with analytics skills?
• Many top-performing employees
fail their transition to
management
• Geeks deemed as unsuitable
candidates for managerial roles
• Hard to replace an analyst once
promoted because of talent
scarcity
I can’t become a head of analytics?
Oh well, hello data science!
• Every year Big Four consultants
look for client-side manager roles
• They will then rotate every couple
of years until a CXO role
opportunity comes
• Therefore prior analytics
experience is irrelevant and
perhaps even bad
Managers with analytics skills?
• Many top-performing employees
fail their transition to
management
• Geeks deemed as unsuitable
candidates for managerial roles
• Hard to replace an analyst once
promoted because of talent
scarcity
I can’t become a head of analytics?
Oh well, hello data science!
• Every year Big Four consultants
look for client-side manager roles
• They will then rotate every couple
of years until a CXO role
opportunity comes
• Therefore prior analytics
experience is irrelevant and
perhaps even bad
Head of analytics? What the heck is
that? I will rotate in 2 years, right?
Are you still working for a data justified company?
Expert leadership
Expert leadership
More and more experienced analytics practitioners are finally getting
promoted Head of Analytics and implement a genuinely data-driven
approach and transform the analytics department into a profit centre
Expert leadership
More and more experienced analytics practitioners are finally getting
promoted Head of Analytics and implement a genuinely data-driven
approach and transform the analytics department into a profit centre
Expert leaders are a great motivator for more junior analysts who can
look up to someone who was just like them 5 or 10 years ago
Expert leadership
More and more experienced analytics practitioners are finally getting
promoted Head of Analytics and implement a genuinely data-driven
approach and transform the analytics department into a profit centre
Expert leaders are a great motivator for more junior analysts who can
look up to someone who was just like them 5 or 10 years ago
In cities where flats are ridiculously expensive, expert leadership could
help a mid-weight analyst stop renting and get a mortgage instead
Are you still working for a data justified company?
Remember this?
Remember this?
What if all the web and data analysts worked only for data-driven
companies?
Remember this?
What if all the web and data analysts worked only for data-driven
companies?
If you are working in a data-justified department
Remember this?
What if all the web and data analysts worked only for data-driven
companies?
If you are working in a data-justified department, this
department only exists
Remember this?
What if all the web and data analysts worked only for data-driven
companies?
If you are working in a data-justified department, this
department only exists because you and your
colleagues took their job
Remember this?
What if all the web and data analysts worked only for data-driven
companies?
If you are working in a data-justified department, this
department only exists because you and your
colleagues took their job instead of the same job but
at a data-driven company
Are you still working for a data justified company?
Nobody wants to work for us?
Nobody wants to work for us?
• I told him “That’s how we do web analytics here”. A week later, he
handed me his resignation, he had three job offers elsewhere. He was
still in his probation period
Nobody wants to work for us?
• I told him “That’s how we do web analytics here”. A week later, he
handed me his resignation, he had three job offers elsewhere. He was
still in his probation period
• I don’t understand what’s going on, I’m only getting junior candidates
from the career pages and the recruiters say that nobody is interested
Nobody wants to work for us?
• I told him “That’s how we do web analytics here”. A week later, he
handed me his resignation, he had three job offers elsewhere. He was
still in his probation period
• I don’t understand what’s going on, I’m only getting junior candidates
from the career pages and the recruiters say that nobody is interested
• I thought the interview went well, she was a strong candidate. Then
the recruiter said she told him after that I could not name one single
thought-leader in analytics and she won’t work for us
Are you still working for a data justified company?
Identify data-justified companies
Identify data-justified companies
• Find other people in analytics
Identify data-justified companies
• Find other people in analytics
• Figure out how much you are really worth
Identify data-justified companies
• Find other people in analytics
• Figure out how much you are really worth
• Identify the companies and managers who are data-driven in
our field
Identify data-justified companies
• Find other people in analytics
• Figure out how much you are really worth
• Identify the companies and managers who are data-driven in
our field
• When a company is hiring, try to find the name of the
manager and check their credentials and reputation
Identify data-justified companies
• Find other people in analytics
• Figure out how much you are really worth
• Identify the companies and managers who are data-driven in
our field
• When a company is hiring, try to find the name of the
manager and check their credentials and reputation
• A company had Adobe Analytics and migrated to Google
Analytics = symptom of a company that could not deliver
value from analytics
Are you still working for a data justified company?
At your next interview, ask them
At your next interview, ask them
• So, what’s your definition of analytics?
At your next interview, ask them
• So, what’s your definition of analytics?
• Can you name one thought-leader in the field of analytics?
At your next interview, ask them
• So, what’s your definition of analytics?
• Can you name one thought-leader in the field of analytics?
• What’s the last analytics blog or book you have read in the
past 3 months?
At your next interview, ask them
• So, what’s your definition of analytics?
• Can you name one thought-leader in the field of analytics?
• What’s the last analytics blog or book you have read in the
past 3 months?
If they answer wrong, they fail the interview
Are you still working for a data justified company?
Are you still working for a data justified company?
большое спасибо!
http://www.albangerome.com
@albangerome

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Are you still working for a data justified company?

  • 1. Are you still working for a data-justified company? Alban Gérôme @albangerome MeasureCamp Moscow 7 April 2018
  • 4. Data-driven vs data-justified • Start with a business question
  • 5. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need
  • 6. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture
  • 7. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis
  • 8. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test
  • 9. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation
  • 10. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation • Implement changes
  • 11. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation • Implement changes This what data-driven looks like
  • 12. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation • Implement changes This what data-driven looks like • Start with beliefs and the idea you want to support
  • 13. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation • Implement changes This what data-driven looks like • Start with beliefs and the idea you want to support • Request more data than what you really need
  • 14. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation • Implement changes This what data-driven looks like • Start with beliefs and the idea you want to support • Request more data than what you really need • Cherry-pick the data that justifies your prior beliefs, discard the rest
  • 15. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation • Implement changes This what data-driven looks like • Start with beliefs and the idea you want to support • Request more data than what you really need • Cherry-pick the data that justifies your prior beliefs, discard the rest • Make your business case
  • 16. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation • Implement changes This what data-driven looks like • Start with beliefs and the idea you want to support • Request more data than what you really need • Cherry-pick the data that justifies your prior beliefs, discard the rest • Make your business case • Implement changes
  • 17. Data-driven vs data-justified • Start with a business question • Brainstorm about the data we will need • Implement the data capture • Formulate an hypothesis • Run a test • Make a recommendation • Implement changes This what data-driven looks like • Start with beliefs and the idea you want to support • Request more data than what you really need • Cherry-pick the data that justifies your prior beliefs, discard the rest • Make your business case • Implement changes This is what data-justified looks like
  • 19. My company is data-justified!
  • 20. My company is data-justified!
  • 21. My company is data-justified! data-justified immature
  • 22. My company is data-justified! data-justified immature data-driven mature
  • 25. Analytics talent shortage Let’s build an analytics team with internal employees
  • 26. Analytics talent shortage Let’s build an analytics team with internal employees • Great understanding of the business
  • 27. Analytics talent shortage Let’s build an analytics team with internal employees • Great understanding of the business • Poor data literacy and objectivity
  • 28. Analytics talent shortage Let’s build an analytics team with internal employees • Great understanding of the business • Poor data literacy and objectivity Let’s hire external talent
  • 29. Analytics talent shortage Let’s build an analytics team with internal employees • Great understanding of the business • Poor data literacy and objectivity Let’s hire external talent • Hard to find, expensive
  • 30. Analytics talent shortage Let’s build an analytics team with internal employees • Great understanding of the business • Poor data literacy and objectivity Let’s hire external talent • Hard to find, expensive • Lack of domain knowledge
  • 33. Just a thought… A shortage of analytics talent
  • 34. Just a thought… A shortage of analytics talent Few data-driven companies
  • 35. Just a thought… A shortage of analytics talent Few data-driven companies What if the former worked for the latter, only the latter?
  • 39. Just a thought… data-justified immature data-driven mature All web analysts work there Zero web analysts work there
  • 42. Making your own luck • Data-justified companies can only recruit by taking advantage of ill- informed analysts
  • 43. Making your own luck • Data-justified companies can only recruit by taking advantage of ill- informed analysts • The analysts, sick of boritoring, start building networks and
  • 44. Making your own luck • Data-justified companies can only recruit by taking advantage of ill- informed analysts • The analysts, sick of boritoring, start building networks and exchange opinions and information about better places to work for and
  • 45. Making your own luck • Data-justified companies can only recruit by taking advantage of ill- informed analysts • The analysts, sick of boritoring, start building networks and exchange opinions and information about better places to work for and how much they are worth
  • 46. Making your own luck • Data-justified companies can only recruit by taking advantage of ill- informed analysts • The analysts, sick of boritoring, start building networks and exchange opinions and information about better places to work for and how much they are worth • Experienced analytics practitioners know which managers have a proven data-driven record
  • 47. Making your own luck • Data-justified companies can only recruit by taking advantage of ill- informed analysts • The analysts, sick of boritoring, start building networks and exchange opinions and information about better places to work for and how much they are worth • Experienced analytics practitioners know which managers have a proven data-driven record. Anybody else, the answer is нет (nyet)
  • 50. Managers with analytics skills? • Many top-performing employees fail their transition to management
  • 51. Managers with analytics skills? • Many top-performing employees fail their transition to management • Geeks deemed as unsuitable candidates for managerial roles
  • 52. Managers with analytics skills? • Many top-performing employees fail their transition to management • Geeks deemed as unsuitable candidates for managerial roles • Hard to replace an analyst once promoted because of talent scarcity
  • 53. Managers with analytics skills? • Many top-performing employees fail their transition to management • Geeks deemed as unsuitable candidates for managerial roles • Hard to replace an analyst once promoted because of talent scarcity I can’t become a head of analytics? Oh well, hello data science!
  • 54. Managers with analytics skills? • Many top-performing employees fail their transition to management • Geeks deemed as unsuitable candidates for managerial roles • Hard to replace an analyst once promoted because of talent scarcity I can’t become a head of analytics? Oh well, hello data science! • Every year Big Four consultants look for client-side manager roles
  • 55. Managers with analytics skills? • Many top-performing employees fail their transition to management • Geeks deemed as unsuitable candidates for managerial roles • Hard to replace an analyst once promoted because of talent scarcity I can’t become a head of analytics? Oh well, hello data science! • Every year Big Four consultants look for client-side manager roles • They will then rotate every couple of years until a CXO role opportunity comes
  • 56. Managers with analytics skills? • Many top-performing employees fail their transition to management • Geeks deemed as unsuitable candidates for managerial roles • Hard to replace an analyst once promoted because of talent scarcity I can’t become a head of analytics? Oh well, hello data science! • Every year Big Four consultants look for client-side manager roles • They will then rotate every couple of years until a CXO role opportunity comes • Therefore prior analytics experience is irrelevant and perhaps even bad
  • 57. Managers with analytics skills? • Many top-performing employees fail their transition to management • Geeks deemed as unsuitable candidates for managerial roles • Hard to replace an analyst once promoted because of talent scarcity I can’t become a head of analytics? Oh well, hello data science! • Every year Big Four consultants look for client-side manager roles • They will then rotate every couple of years until a CXO role opportunity comes • Therefore prior analytics experience is irrelevant and perhaps even bad Head of analytics? What the heck is that? I will rotate in 2 years, right?
  • 60. Expert leadership More and more experienced analytics practitioners are finally getting promoted Head of Analytics and implement a genuinely data-driven approach and transform the analytics department into a profit centre
  • 61. Expert leadership More and more experienced analytics practitioners are finally getting promoted Head of Analytics and implement a genuinely data-driven approach and transform the analytics department into a profit centre Expert leaders are a great motivator for more junior analysts who can look up to someone who was just like them 5 or 10 years ago
  • 62. Expert leadership More and more experienced analytics practitioners are finally getting promoted Head of Analytics and implement a genuinely data-driven approach and transform the analytics department into a profit centre Expert leaders are a great motivator for more junior analysts who can look up to someone who was just like them 5 or 10 years ago In cities where flats are ridiculously expensive, expert leadership could help a mid-weight analyst stop renting and get a mortgage instead
  • 65. Remember this? What if all the web and data analysts worked only for data-driven companies?
  • 66. Remember this? What if all the web and data analysts worked only for data-driven companies? If you are working in a data-justified department
  • 67. Remember this? What if all the web and data analysts worked only for data-driven companies? If you are working in a data-justified department, this department only exists
  • 68. Remember this? What if all the web and data analysts worked only for data-driven companies? If you are working in a data-justified department, this department only exists because you and your colleagues took their job
  • 69. Remember this? What if all the web and data analysts worked only for data-driven companies? If you are working in a data-justified department, this department only exists because you and your colleagues took their job instead of the same job but at a data-driven company
  • 71. Nobody wants to work for us?
  • 72. Nobody wants to work for us? • I told him “That’s how we do web analytics here”. A week later, he handed me his resignation, he had three job offers elsewhere. He was still in his probation period
  • 73. Nobody wants to work for us? • I told him “That’s how we do web analytics here”. A week later, he handed me his resignation, he had three job offers elsewhere. He was still in his probation period • I don’t understand what’s going on, I’m only getting junior candidates from the career pages and the recruiters say that nobody is interested
  • 74. Nobody wants to work for us? • I told him “That’s how we do web analytics here”. A week later, he handed me his resignation, he had three job offers elsewhere. He was still in his probation period • I don’t understand what’s going on, I’m only getting junior candidates from the career pages and the recruiters say that nobody is interested • I thought the interview went well, she was a strong candidate. Then the recruiter said she told him after that I could not name one single thought-leader in analytics and she won’t work for us
  • 77. Identify data-justified companies • Find other people in analytics
  • 78. Identify data-justified companies • Find other people in analytics • Figure out how much you are really worth
  • 79. Identify data-justified companies • Find other people in analytics • Figure out how much you are really worth • Identify the companies and managers who are data-driven in our field
  • 80. Identify data-justified companies • Find other people in analytics • Figure out how much you are really worth • Identify the companies and managers who are data-driven in our field • When a company is hiring, try to find the name of the manager and check their credentials and reputation
  • 81. Identify data-justified companies • Find other people in analytics • Figure out how much you are really worth • Identify the companies and managers who are data-driven in our field • When a company is hiring, try to find the name of the manager and check their credentials and reputation • A company had Adobe Analytics and migrated to Google Analytics = symptom of a company that could not deliver value from analytics
  • 83. At your next interview, ask them
  • 84. At your next interview, ask them • So, what’s your definition of analytics?
  • 85. At your next interview, ask them • So, what’s your definition of analytics? • Can you name one thought-leader in the field of analytics?
  • 86. At your next interview, ask them • So, what’s your definition of analytics? • Can you name one thought-leader in the field of analytics? • What’s the last analytics blog or book you have read in the past 3 months?
  • 87. At your next interview, ask them • So, what’s your definition of analytics? • Can you name one thought-leader in the field of analytics? • What’s the last analytics blog or book you have read in the past 3 months? If they answer wrong, they fail the interview