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Why Your Product Needs A Data & Analytics Strategy
 

Why Your Product Needs A Data & Analytics Strategy

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The demand for data insights to drive decisions is higher today than ever before. This isn't just because volumes of accessible data are growing, but also because people are more data literate and ...

The demand for data insights to drive decisions is higher today than ever before. This isn't just because volumes of accessible data are growing, but also because people are more data literate and accustomed to engaging information experiences from consumer apps like LinkedIn, Google Maps, & Yelp.

This same thirst for intelligence is probably apparent in your user base, whether you realize it or not - and taking the time to invest in a data & analytics strategy for your product can yield significant customer & business benefits over time.

About the Speakers:
Michelle Bradbury,Director of Product Management, Pentaho
Michelle has over 18 years of experience in technology product & project management. She enjoys collaboratively creating & delivering highly compelling products and has held roles at organizations including Microsoft, Fujitsu, & CapitalOne. Michelle's areas of expertise include database and data warehouse architecture and development, project and budget management, as well as process definition and implementation for group cohesiveness.

Ben Hopkins, Product Marketing Manager, Pentaho
Ben is focused on embedded analytics & OEM partnerships. He has also held product marketing roles at Marketo and Salesforce.com. He holds an MBA from the U.C. Berkeley Haas School of Business as well as a BA in Economics from Harvard College.

Pentaho is delivering the future of analytics with a comprehensive platform for data integration & business intelligence. Learn more at www.pentaho.com.

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About AIPMM
The AIPMM is the trusted authority in product management. It is where product professionals go for answers. With members in over 75 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

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  • AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.

Why Your Product Needs A Data & Analytics Strategy Why Your Product Needs A Data & Analytics Strategy Presentation Transcript

  • © AIPMM 2014 www.aipmm.com www.aipmm.com
  • © AIPMM 2014 www.aipmm.com
  • © AIPMM 2014 www.aipmm.com Use Pentaho: #Pentaho AIPMM: #AIPMM ProdBOK: #ProdBOK Follow Pentaho: @Pentaho AIPMM: @AIPMM Tweet!
  • © AIPMM 2014 www.aipmm.com Participate and Win! A lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) Must be present to win!
  • © AIPMM 2014 www.aipmm.com Today’s Speakers Presenters: Michelle Bradbury, Director of Product Management mbradbury@pentaho.com Ben Hopkins, Product Marketing Manager bhopkins@pentaho.com at Pentaho - www.pentaho.com Moderator: Hector Del Castillo, CPM, CPMM
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-75557 Michelle Bradbury Director of Product Management, Pentaho April 18, 2014 Why Your Product Needs a Data & Analytics Strategy Ben Hopkins Product Marketing Manager, Pentaho
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-75558 Pentaho We Enable & Empower Data-Driven Businesses Customer momentum • Over 1,200 commercial customers • Over 10,000 production deployments Innovation through open source • Open, pluggable, purpose-built for the future • Sustained leadership in Big Data ecosystem with technology innovation Modern, cohesive business analytics & data integration platform • Full spectrum of analytics for all key roles • Embeddable, cloud-ready analytics • Broadest and deepest Big Data integration
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-75559 Thinking about Analytics & Products – 3 Strategic Approaches Near Term Long Term “Time” 2 - Target new opportunities with existing data 3 - Reinvent value propositions with new data technology “Impact&Effort” 1 – Enhance current software products
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755510 Enhance current products Poll
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755511 Introductory Example
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755512 Introductory Example
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755513 ① Value of analytics functionality in software applications ② Understanding your analytics audience & personas ③ Implementation considerations Enhance Current Products
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755514 • People find pictures intuitive • Lets your product tell a story • Competitive advantage sales can use Value of Analytics – Visual Differentiation
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755515 Value of Analytics – Visual Differentiation A table of information…
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755516 Value of Analytics – Visual Differentiation Or a visualization to tell a story…
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755517 • Creating unique & valuable content • Raises barriers to product abandonment • Depth of usage & loyalty Value of Analytics – Customization Builds Stickiness
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755518 • Data & insight drive decisions • Identify opportunities for improvement • Understand value of the software Value of Analytics – Better Decisions
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755519 Understanding Your Analytics Audience Director of Sales Supply Chain Manager Vice President of Marketing Financial Advisor Head of IT Educational Instructor Corporate Recruiter Chief Financial Officer Manufacturing Operations Manager Social Media Specialist Hospital Administrator Marketing Operations Analyst Customer Service Representative Project Manager Advertising Executive Network Engineer
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755520 Personas & Needs – “The Executive” • Consolidated business information at fingertips • Ability to drill down 1 or 2 levels • Don’t lose the macro vision in details Needs & Requirements • User-specific branded corporate dashboard Recommendation
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755521 Highly Tailored Dashboard
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755522 Personas & Needs – “Middle Management” • Ability to filter information to their job scope • More intimate knowledge of lower level data • Wants both visualization & detailed reports Needs & Requirements • Dashboards & visualizations with filters • Pre-canned reports for detail Recommendation
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755523 Visualizations & Reports
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755524 Visualizations & Reports
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755525 Personas & Needs – “The Data Analyst” • Leverages detailed data to discover trends • Often presents or provides data to other users • Stronger technical & quantitative skills Needs & Requirements • Custom analysis tools for use on controlled data sources • Ability to easily share analytics content throughout the organization Recommendation
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755526 Custom Analysis
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755527 Importance of controlling data sources & access Going beyond standard relational application data Seamless analytics experience for the user Implementation Considerations
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755528 What Makes a “Normal Deployment”? Business Analytics Server Metadata Analyzer Dashboards Reporting Integration to Multiple Data Sources Data Integration RDBMS Big Data Other sources Transactional data Online Data Multi-tenancy Support Seamless SSO Authentication & Security/Role Integration Embedded Analytics Content in Existing UI Re-skinned interface
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755529 Target new opportunities with existing data Poll
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755530 • Direct data monetization • New products & services for new markets • Applied business intelligence ‘Out of box’ opportunities to provide value Business Model Innovation with Your Data
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755531 Gartner on data monetization:1 • “By 2016, 30% of businesses will have begun directly or indirectly monetizing their information assets via bartering or selling them outright ” • “Start building information product manager skills and analytical competencies in your organization.” • “Large retailers place their point of sales (POS) and other store promotion data online for their business partners to subscribe to.” Direct Data Monetization Opportunities 1. From Gartner research report – “How Organizations Can Monetize Customer Data,” Analysts: Olive Huang, Douglas Laney; Published 6 March 2014
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755532 “Monetize” Use Case What is it? • Provide enriched internal data sets as service to external customers & partners • Leverage internal sources like sensor, location, & activity data – and combine with external sources as well Why do it? • Generate new sources of revenue by leveraging diverse data • This can provide intelligence to other industries, delivering better understanding of customers & markets
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755533 Example - Telecom Company Challenges • Bring together device usage data from mobile subscribers & networks • Deliver value-added marketing analytics as service to 3rd parties – including location, audience, & social insights Benefits • Generating brand new revenue stream with technology platform for controlling costs & maximizing margins
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755534 Example – Telecom Company
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755535 New product that helps retailers unlock value of data assets: Another Example The vendor provides an (anonymous) analytics service to retailers on stores traffic – leveraging their existing networks This data is already collected by wireless routers in retail stores Leverage rich data from the pings that smartphones send out as they search for Wi-Fi networks
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755536 Reinvent value propositions with new data technology
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755537 What is Big Data? Characteristics • Variety • Velocity • Volume Technologies • Hadoop • NoSQL • Analytical Database
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755538 Big Data is a Value Proposition Game-Changer: Why does Big Data matter to me as a PM? Leverage Prediction at Scale for Smarter Apps • Example – Run recommendation algorithms across millions of users & pieces of content with near-instant performance Create Products Using Diverse Data Sources • Example: Deliver intelligent products harnessing machine & device data, log file data, social media data, & other unstructured data Future-Proof for Growth & Performance • Example: Solve scalability to tens/hundreds of millions of users – i.e. why Yahoo, Facebook, Google & others created the technology (out of necessity)
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755539 Why does Big Data matter to me as a PM? Old Way: Relational Only • Product serves a specific functional purpose • Manage data in one or more relational application database(s) • Application data often isolated from other relevant data New Way: Relational + Big Data • Product is also prescriptive regarding that function • Regularly ingests new data to improve prescriptive models • App data is blended with multiple other data sources, expanding problem-solving potential
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755540 Consumer Personalization Optimized Brand Experiences Product Characteristics > Delivers real-time personalized shopping experiences across the web - including recommendations, promotions, & emails > Customers include large brands & retailers Application Intelligence > Rebuilds webpages based on aggregate consumer models & recent individual behavior > Learns adaptively & adjusts product recommendations up to 12x a day Underlying Technology > Hadoop & related technologies, as well as NoSQL for unstructured data > Advanced predictive modeling > Real-time infrastructure returns API calls in milliseconds
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755541 GigaOm on Internet of Things:1 • Synapse is creating a cloud platform for data processing & analysis, including real-time events • Their distributed architecture is similar to that of consumer web companies, like Netflix • Sample use case – Sensing whether or not hospital workers wash hands Sensor Analytics & Big Data 1. From GigaOm: “Why the internet of things is big data’s latest killer app — if you do it right”, by Derrick Harris, 3/4/2014
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755542 Netflix Architecture (compared to Synapse) From GigaOm: “Why the internet of things is big data’s latest killer app — if you do it right”, by Derrick Harris, 3/4/2014
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755543 ① Check with your counterparts in Operations & Engineering to see if your organization is using or planning to use Big Data technologies ① If you are building a new product or company, evaluate whether a Big Data architecture would be a good fit ② Monitor how leading consumer & B2B applications are leveraging these technologies on an ongoing basis Big Data: So what can I do today?
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755544 Conclusion
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755545 Wrap-up: The 3 Approaches Reiterated Near Term Long Term “Time” 2 - Target new opportunities with existing data 3 - Reinvent value propositions with new data technology “Impact&Effort” 1 – Enhance current software products
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755546 • How can analytics functionality meet needs for my users? • How can analytics create business & competitive benefits for my organization? • Do I have valuable untapped data resources in my product or organization? • Why might Big Data technologies be relevant to my business? Wrap-up: Things to Think About
  • © 2014, Pentaho. All Rights Reserved. pentaho.com. Worldwide +1 (866) 660-755547 Thank You blog.pentaho.com @Pentaho Facebook.com/Pentaho Pentaho Business Analytics JOIN THE CONVERSATION. YOU CAN FIND US ON:
  • © AIPMM 2014 www.aipmm.com Q & A Presenters: Michelle Bradbury, Director of Product Management mbradbury@pentaho.com Ben Hopkins, Product Marketing Manager bhopkins@pentaho.com at Pentaho - www.pentaho.com Moderator: Hector Del Castillo, CPM, CPMM
  • © AIPMM 2014 www.aipmm.com Upcoming Courses Course & Location Dates Days Time CPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 5-6, 2014 June 9-10, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam Seattle, WA McLean, VA May 7-8, 2014 June 11-12, 2014 W, Th 8:30 am – 5 pm ACPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 9, 2014 June 13, 2014 F 8:30 am – 5 pm For more information, visit: Transform Your Career.
  • © AIPMM 2014 www.aipmm.com May 12-13, 2014; Bellevue, WA June 16-17, 2014; McLean, VA AIPMM is offering several scholarships to this course to reach those who have a sincere desire to learn these skills but have budget challenges. For more information visit: http://bit.ly/CILCourse. Upcoming Courses
  • © AIPMM 2014 www.aipmm.com Please Join Us Again! What You Need to Know to Be a Great Product Innovator April 25, 12 pm ET The 3C's of Successful Product Positioning May 2, 2014 AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/