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