data driven culture for business users
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DATA DRIVEN CULTURE FOR BUSINESS USERS
The eBay Story Sara Jones (@saradansiejones) & Raquel Smith (@raquelsmith_slc)
October 25, 2014 presented at Big Mountain Data Conf
ACTIVATOR EXERCISE• Sales for 1 year ($0.99/download)
• 1 million downloads
• $100,000 build
• $100,000 marketing
• $700,000 revenue
• ROI = 250%
• Net Promoter Score = 2
• Active users (monthly) = 10,000 (1%)
WHAT DO YOU DO?• 1. Nothing. Awesome ROI.
• 2. Increase marketing budget
• 3. Enhance product build
• 4. Redo entire product
• 5. Do UI/UX analysis
EBAY’S DATA CHALLENGE• > 149 Million Active Users
• 52 petabytes of data
• 12 TB data per day
• 5000 Business Analysts
• 1000 Analyticshttp://www.infoworld.com/d/big-data/big-data-visualization-big-deal-ebay-208589
SHARED PURPOSE
TALENT GROWTH FOCUS
• Strategic Thinking • Technology Basics • Career Development
KEY INDICATORS OF VALUE CREATORS
•love to learn •grow in strategic understanding of data •technology knowledge important to career growth •better communicate with technology teams •learn how data impacts other company decisions •collaborate with other people in different
departments
HOW ADULTS LEARN
Teach
Apply Assess and reflect
Iterate and adjust
CONNECTED LEARNINGIT MUST BE RELEVANT TO THE LEARNER
EBAY MARKETPLACE BUSINESS QUESTIONS
•Online customer behavior •Website traffic patterns •Markets/Industries • IT Infrastructure •Fraud/counterfeits •Customer service •Buyer satisfaction •Seller satisfaction
•Conversion rate of sales •Optimized selling prices •Search Data •Marketing •Social Networking traffic •Finance •Supply chain
RULES OF ENGAGEMENT
• You are the Business Expert • Flipped classroom • Relevance • Personalized Goals • Case Study Method • Shared Learning
THE 4 W’S
Why What Who
(So) What?
Business Question Business Resources Business Perception
Business Impact
THE 4 W’S
Why What Who
(So) What?
Why do we care? What data do we need? Who wants to know? What does it mean?
Enterprise Data Warehouse (EDW) (100% access/SQL)
!Teradata software
!Structured Data:
orders, shipments, listings, bids, payments,
customer records
eBay Data (permissions)
Singularity Data Warehouse
(30% access) !
Teradata software !
Structured and Unstructured Data:
specialized analytics, eBay site
logs
Unstructured Data
Warehouse (Limited access)
!Hadoop Software
Permissions Service
Tableau (Business Units)
BI-TI QUADRANTS
DATA INTELLIGENCE SQL/DBA expertise, validating
data, basic modeling, basic business knowledge
DATA SCIENTIST Advanced Analytics
(modeling, predictive, projection, forecasting, regression)
BUSINESS REPORTING (metrics,
dashboards)
BUSINESS INTELLIGENCE Visualization
(mind maps, heat maps, infographics)
Lo HiBusiness Intelligence
Tech
nical
Know
ledge
Hi
Competency
Understanding
Understanding
Learning
Business Knowledge
VARIED PERSPECTIVES
Geography
Departments
ExecutivesPeers
Stakeholders
Domestic
Foreign
Buyer
Seller
Good v. Evil
Policy
Outsource
THE BASICSDatabase Database management system Database schema Relational database Tables Table names Table data type Unique table name Database names Columns Column fields
Column datatype Rows Records Primary key column(s) Foreign key SQL structured query language Read/write ANSI SQL DBMS specific SQL Keywords
TIMELINEKickoff eWIT with SVP Beth Axelrod February 120 people
attended 50/50 women/men
Power of Data Mar 80 people
Application Apr 30 people applied 50/50 women/men
First Cohort May - June 9 people 7 women, 2 men
1 Mo Survey June 7 responses Anonymous
4 Mo Survey October 5 responses Anonymous
FIRST SURVEY PULSE
0" 5" 10" 15" 20" 25" 30" 35" 40"
I"would"recommend"this"training"to"another"eBay"colleague"
Training"was"relevant"to"my"job"requirements"
Training"was"relevant"to"my"career"aspiraAons"
Training"was"delivered"in"a"clear"and"stepped"manner"
Training"was"suited"to"my"technology"skill"level"
Training"addressed"my"knowledge"gaps"
Training"was"challenging"and"interesAng"
Amount"of"outside"classwork"was"appropriate"(3"hours"or"less)"
Amount"of"individual"coaching"from"trainer"was"appropriate"
I"made"new"relaAonships"that"were"beneficial"to"me"
Respondent"1"
Respondent"2"
Respondent"3"
Respondent"4"
Respondent"5"
Respondent"6"
Respondent"7"
FIRST SURVEY PULSE - BY RESPONDENT
0"
10"
20"
30"
40"
50"
60"
Respondent"1"Respondent"2"Respondent"3"Respondent"4"Respondent"5"Respondent"6"Respondent"7"
I"made"new"rela8onships"that"were"beneficial"to"me"
Amount"of"individual"coaching"from"trainer"was"appropriate"
Amount"of"outside"classwork"was"appropriate"(3"hours"or"less)"
Training"was"challenging"and"interes8ng"
Training"addressed"my"knowledge"gaps"
Training"was"suited"to"my"technology"skill"level"
Training"was"delivered"in"a"clear"and"stepped"manner"
Training"was"relevant"to"my"career"aspira8ons"
Training"was"relevant"to"my"job"requirements"
I"would"recommend"this"training"to"another"eBay"colleague"
ACTIVATED LEARNING
Teach
Apply to business question Feedback
and reflect
Iterate and adjust
0"
5"
10"
15"
20"
25"
30"
I"would"recommend"this"training"to"another"eBay"
I"s:ll"interact"with"people"I"met"in"the"class"to"solve"
My"confidence"in"tackling"new"business"problem
s"
My"confidence"in"tackling"data"heavy"problem
s"
My"confidence"in"discussing"m
y"recommenda:ons"with"
My"confidence"in"perform
ing"SQL"queries"
My"confidence"in"using"Tableau"or"other"data"visualiza:on"
I"feel"supported"by"eW
IT"to"develop"my"career"
I"feel"supported"by"my"m
anager/execu:ves"to"develop"m
y"
I"would"like"further"support"from"eBay"to"con:nue"m
y"
My":m
e"learning"through"IFINIDI"helped"m
e"accelerate"to"
Respondent"8"
Respondent"7"
Respondent"6"
Respondent"5"
Respondent"4"
Respondent"3"
Respondent"2"
Respondent"1"
SECOND SURVEY PULSE
0" 5" 10" 15" 20" 25"
Sta)s)cs"
Data"visualiza)on"(Tableau)"
SQL"programming"
Policy/strategy"
Predic)ve"Analy)cs"
Presenta)on"skills"
Respondent"1"
Respondent"2"
Respondent"3"
Respondent"4"
Respondent"5"
SECOND PULSE - GROWTH AREAS
THANK YOU!Sara Jones - sara.jones@ifinidi.com Raquel Smith - rmsmith@ebay.com
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