Intended for Knowledge Sharing only
Transform your Analytics Practice into
Insights Practice
Business Analytics Innovation Summit 2015
Business Analytics Innovation Summit | January 2015
Intended for Knowledge Sharing only
INTRO
Intended for Knowledge Sharing only
Disclaimer:
Participation in this summit is purely on personal basis and not representing VISA in any form
or matter. The talk is based on learnings from work across industries and firms. Care has been
taken to ensure no proprietary or work related info of any firm is used in any material.
Director, Insights at Visa, Inc.
Help Executives/Product/Marketing with actionable insights
RAMKUMAR RAVICHANDRAN
Revamp Your Analytics Practice | Ramkumar Ravichandran
Is an Analytics team the only source of insights?
CURRENTSCENARIO
Revamp Your Analytics Practice | Ramkumar Ravichandran
Intended for Knowledge Sharing only
CURRENTSCENARIO
Intended for Knowledge Sharing only
Did the initiative work?
Where will be tomorrow? What if we do this?What can we do?
How do Customers feel about us?
Where should we invest?
Different questions that the leadership has?
How are we doing today?
Intended for Knowledge Sharing only
CURRENTSCENARIO
Intended for Knowledge Sharing only
Did the initiative work?
Where will be tomorrow? What if we do this?What can we do?
How do Customers feel about us?
Where should we invest?
Who answers them?
How are we doing today?
BIANALYTICS
A/B TESTING
USER RESEARCH
STRATEGY
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CURRENTSCENARIO
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Where do they all sit?
Machine LearningStrategy
BusinessIntelligence, Reporting
Business/ AdvancedAnalytics
User Research
A/B Testing
STRATEGY
ANALYTICS PM
UED
IT / TECHNOLOGY
MKTG & PR
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CURRENTSCENARIO
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Is that really a problem?
The big boss!“Zuck” era PM
“King”y Sales
“Underpaid, Overworked, never allowed to speak”
Analytics Guy
https://www.youtube.com/channel/UCODSVC0WQws607clv0k8mQA/videos
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CURRENTSCENARIO
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So the problems were,
Inconsistent (and/or conflicting) definitions of data and numbers
Varying granularities
Multiple methodologies
Different BU = (different KPIs or same KPIs different priorities)
Lack of visibility/understanding outside of the BUs
“Slow & inefficient, Non-scalable, Difficulties rolling up, Trust issues, Cascading mistakes”
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INSIGHTS 2.0 FRAMEWORK
How can we solve this?
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- Freeze KPIs at the highest level
- Assign ownership of KPIs to BUs
- Identify Key Levers, Drivers & Segments
e.g., KPI #1: Revenue
Levers: UU*(Visits/UU)*(Clicks/Visit)*CPC
Drivers:
UU= Marketing & PR
Visits/UU = Product/UED, etc.
Segments: Region, Eng Segments, Product
Type
OUTCOME
FOCUSSED
STRATEGY
Formulate Outcome Focused Strategy
INSIGHTS 2.0 FRAMEWORK
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- Prioritization/negotiation of metrics
- Incorporate data needs into PRD/BRD
- Regular check-ins to ensure progress or
suggest workarounds
- QA Checklist & success criteria
- UAT
DATA
INSTRUMENTATION
Enable data capturing necessary for OF execution
INSIGHTS 2.0 FRAMEWORK
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- Efficient Data preparations customized for
different & evolving needs
- Data Quality/Validation & Change
Management
- Data Governance (Legal/need based)
- Master Data Management
- Data Lineage, etc.
DATA MANAGEMENT
Framework & active management of data
INSIGHTS 2.0 FRAMEWORK
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- BI Reports & Analytics to ensure validity of
insights (Single source of Truth)
- Connecting the dots across the spectrum
- Build->Test->Learn->Improve->Handover
FIRST LEVEL INSIGHTS
First level insights from the vetted data for Certification
INSIGHTS 2.0 FRAMEWORK
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OPEN ANALYTICS PLATFORM
Open it up to empower end users, but set them up for success with…
• Datamarts/Dashboards/Insights
• Documentation• Standard logic, definitions, nuances
• Legal approvals & Access
management
• Map & flow of data & insights
• Communication
• Key milestones achieved
• Roadmap – short vs. long
term
• Guidelines
• New BU initiatives
• Change Management
• Must avoids & best practices
• Training materials
• Past learning
INSIGHTS 2.0 FRAMEWORK
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Stakeholders Needs Reports, Insights & OF Drilldowns Datamarts Documentation Communication &
Guidelines
Executives
- Reports- High level
drilldown- Unified summary- “On the go*”
Marketing
- Campaign performance
- Infographics- Deep dives- Testing
Sales / RM- Sales performance- Prospecting- Competitive- Infographics
Product
- Product performance
- Deep dive- Mining- Testing- Research
Technology / AE / Operations
- Platform performance
- Deep dive- Forecasting- Real time alerting
FP & A
- Consolidated Initiative readouts (E2E)
- Deduping- Drill downs - Forecasting
…and “tailoring the delivery” to the specific Stakeholder needs
INSIGHTS 2.0 FRAMEWORK*”On the go” delivery channels (Cloud and On-Mobile) are default for everyone
Revamp Your Analytics Practice | Ramkumar Ravichandran
Things to keep in mind
Revamp Your Analytics Practice | Ramkumar Ravichandran
THINGS TO KNOW
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STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
• Reliable insights
• End-to-end visibility
• Roll-up to Corporate level
• Quicker turnaround
• Scalability
• Clearly defined roles, responsibilities,
success criteria & time lines
• Ownership to stakeholders in
planning and execution
• Value Prop document needed
• Train/borrow BU Analysts
• “Don’t bite off more than you can
chew”
• Stakeholders fear of losing control
• Too many urgent problems today
• Required resourcing
• Long term goal that require patience
• Constantly evolving landscape
provides new challenges
THINGS TO KNOW
Is it all promises, no fears?
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Executive support
THINGS TO KNOW
Absolute must haves for it to succeed...
...and lots of patience, attention to detail and keep pushing mindset.
Business Unit mindset ( implement the relevant best practices from other functions)
Stakeholder buy-in, support, strong advocacy & deep involvement
Clearly defined and communicated objectives with accepted success criteria
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THINGS TO KNOW
More on the “Deep” Stakeholder involvement...
Objective1 Analyst, Stakeholder
Translation to Analytical Framework
2Analyst, Researcher, Data Instrumentation, & Data Manager,
Developer, Data Scientist
Data Collection and Preparation
3 Analyst, Data Manager, Data Scientist
Analysis, Validation & Verification
4 Analyst, Data Scientist, Stakeholder and SME, Researcher
Actionable insights and impact sizing
5 Analyst, Stakeholder, Leader
A/B Testing6 Analyst, A/B Testing, Stakeholder, Developer
Rollouts7 Stakeholder, Leadership & Executives
ResponsibleSteps
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Strategic Objectives Success Criteria Action Plan
Stakeholder driven insights- Adoption and repeat usage- Reduced adhoc requests- Referrals
- Involve early on- Iterative feedback - UAT sign-off
Fast, scalable - Reduced turnaround time- Reused by different users
- Take PM help in tracking / analyzing insight generation process
Trustworthy - Reduced reconciliation time - Strong documentation (mandatory requirement)
Easy to understand and use - User Research- Reduced adhoc requests - UED experts
Anytime, anywhere, and anyone (if you earned it)
- Reduced adhoc requests- User feedback
- UED and Technology / Toolexperts
THINGS TO KNOW
More on the Success Criteria for the execution...
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THINGS TO KNOW
More on the BU Mindset (learn from best practices of others)...
Strategy
Development
UED
User Research
Project Management
Sales
CRMs
Outcome Focused Prioritization (Big picture), Balance Scorecard monitoring, Future proofing
Right selection (Agile vs. CDP), Kanban, MVP, Lean
Story telling, customizing insights/delivery by audience
Feedback/learning and act on what you learn
What worked vs. what did not? Sticking to Roadmap, how to speed up/delegate? Communication/Analysis, PPPs, etc.
How to sell/negotiate/close/prospect? Manage difficult Stakeholders
Serving Stakeholders the best and “wow”ing them
From whom? and learn what?
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CONTACT
THANK YOU!We’d love to hear from you.
Ramkumar Ravichandran