Building a Data Driven CultureBy Lucas Neo

If 1 book represents 1 petabyte of data…

50 Petabytes 24 Petabytes

If 1 book represents 1 petabyte of data…

50 PetabytesAll the worlds data (books, webpages, videos, songs, etc.) between 4000BC

and 2006AD.

24 PetabytesAmount of data processed daily by

Google alone in 2008.[1]

[2]

“We are drowning in data but starved for information”

~ Gary Cokins [3]

Influencers of Data-driven Growth

Brian Balfour, VP of Growth @ Hubspot

Andy Johns, VP of Growth @ Wealthfront (previous Growth PM at Facebook,

Twitter, Quora)

Starting a Growth TeamSystemiseBrainstorm Prioritise Testing AnalyseImplement [4]

Building a Growth TeamSystemiseBrainstorm Prioritise Testing AnalyseImplement

Key Learning #1: Have an executive champion

[4]

[5]

Encounters with Disparate DataMultiple sources of data from apps

Managed and used by separate teams

To produce reports and make decisions

Encounters with Disparate DataMultiple sources of data from apps

Managed and used by separate teams

To produce reports and make decisions

Key Learning #2: Centralise your data

Generating WinsDashboards for

key metricsRevamping

event trackingCentralising data

sourcesCreating

prediction models

Generating Wins

Key Learning #3: Plan your value milestones

Dashboards for key metrics

Revamping event tracking

Centralising data sources

Creating prediction models

Build a ProcessStandard data science flow

Automated data extraction and cleaning

Educating the company on SQL and data

Build a ProcessStandard data science flow

Key Learning #4: Make it replicable

Automated data extraction and cleaning

Educating the company on SQL and data

Recap

#1 Have an executive champion

#2 Centralise your data

#3 Plan your value milestones

#4 Make it replicable

What’s next for us?Matrix Organisational

structureBuild a growth machine

Airbnb has a data scientist in every team

Hubspot’s growth machine by B. Balfour

Sources[0] Icons from the Noun Project

Title slide: Data Planning and Data Network by Ivan Colic Slide 6: Advocate by Lorie Shaull Slide 7 & 8: Database by Shmidt Sergey, Group by Alexandr Cherkinsky, Graph by Vicons Design Slide 9 & 10: App analytics by Sergey Novosyolov Slide 11 & 12: Reporting by Alfredo Hernandez, Repeat by Pantelis Gkavos

[1] Kelly Kevin, 2006. http://www.nytimes.com/2006/05/14/magazine/14publishing.html?pagewanted=all&_r=0

[2] Dean and Ghemawat, 2008. http://dl.acm.org/citation.cfm?doid=1327452.1327492

[3] Gary Cokins, 2013. http://www.forbes.com/sites/jeffthomson/2013/10/30/why-cfos-are-drowning-in-data-but-starving-for-information/#29968dd52623

[4] Brian Balfour, 2014. http://www.coelevate.com/essays/growth-process-first-tactics-second

[5] Josh Schwarzapel https://medium.com/android-news/how-to-start-a-growth-team-ff70cd29c0f2#.uls9ubea6

End / Fin