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Building the Dream — Data Science Success at MINDBODY

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Everyone is talking about data science — but how do you successfully implement it into an organization? Join MINDBODY to learn how they make the data science dream a reality. Don't miss seeing how they construct and scale their team of data scientists with Alteryx. Learn what skills their leaders prioritize when hiring and how they enable their team. Walk away hearing the various ways MINDBODY is using Alteryx, including how they automate manual processes to deploy predictive analytics with the Python SDK, how they implement Alteryx Connect, and where they plan to go next with the Platform.

Alex Soria - Sr. Director, Data Science, MINDBODY
Charlie Lewis - Sr. Manager, Business Intelligence, MINDBODY

Published in: Data & Analytics
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Building the Dream — Data Science Success at MINDBODY

  1. 1. # A L T E R Y X 1 9 PRESENTED BY BUILDING THE DREAM: DATA SCIENCE SUCCESS AT MINDBODY Alex Soria & Charlie Lewis alexander.soria@mindbodyonline.com charlie.lewis@mindbodyonline.com
  2. 2. # A L T E R Y X 1 9 COMPLETE SESSION SURVEYS ATTENTION 2 You were handed a survey as you entered the room. It should take less than 2 minutes to complete Please return your completed surveys B E F O R E YO U L E AV E the room Surveys are anonymous, and we rely on your opinion for improvement
  3. 3. # A L T E R Y X 1 9 3 TODAY’S AGENDA 1. Who is MINDBODY? 2. MINDBODY Data Science 3. Welcome to our data 4. In Alteryx we trust 5. Data Science in Alteryx 6. Govern with Connect 7. How to develop a Data Science team
  4. 4. # A L T E R Y X 1 9 4 With Alteryx, I can let my team use whatever tools they want to get the job done. ALEX SORIA When I use Alteryx, I feel calm. A L T E R Y X U S E R S I N C E 2 0 1 8
  5. 5. # A L T E R Y X 1 9 5 With Alteryx, I can focus on the human side of data science. CHARLIE LEWIS When I use Alteryx, I feel relaxed. A L T E R Y X U S E R S I N C E 2 0 1 8
  6. 6. # A L T E R Y X 1 9 WHO IS MINDBODY? 6
  7. 7. # A L T E R Y X 1 9 WHO IS MINDBODY? 7 CONNECTING THE WORLD TO WELLNESS MINDBODY emerged from the simple idea that small business owners deserve the time to focus on what matters most: their customers. Our software has transformed that vision into the world's leading wellness services marketplace, linking hundreds of thousands of passionate health, wellness, and beauty professionals to the millions of clients they serve.
  8. 8. # A L T E R Y X 1 9 8 • MINDBODY is the leading technology platform for the fitness, beauty and wellness services industries. • MINDBODY’s purpose is to help people live happier, healthier lives by connecting the world to fitness, wellness and beauty. • 60,000+ business use our software every day in over 130 countries • Nearly 2,000 employees
  9. 9. # A L T E R Y X 1 9 MINDBODY TIMELINE 9 Founded in 2001 in San Luis Obispo, CA. February 2015 acquired Fitness Mobile Apps June 2015 went public June 2003 1st ever Web Scheduler June 2005 1st SaaS business management solution June 2016 acquires HealCode April 2017 acquires Lymber February 2018 acquires FitMetrix April 2018 acquires Booker February 2019 acquired by Vista Equity Partners
  10. 10. # A L T E R Y X 1 9 MINDBODY DATA SCIENCE 10
  11. 11. # A L T E R Y X 1 9 11 IN THE BEGINNING THERE WAS CHAOS…
  12. 12. # A L T E R Y X 1 9 12 SEPARATE TEAMS WITH DIFFERENT PRIORITIES Customer Intelligence Business Intelligence Business Insights Data Science 4 Data Scientists 5 BI Analysts 2 Analysts
  13. 13. # A L T E R Y X 1 9 13 MISALIGNMENT OF PRIORITIES Business Insights 2 Analysts Customer Intelligence Business Intelligence Data Science 4 Data Scientists 5 BI Analysts
  14. 14. # A L T E R Y X 1 9 Customer Intelligence Business Intelligence Business Insights Data Science 4 Data Scientists 5 BI Analysts2 Analysts REQUESTS FROM EVERYWHERE! Earnings Call Statistics 14 Quarterly Business Reviews Customer Quarterly Business Reviews Monthly Business Reviews Sales Reporting Dashboarding Tableau Payments Modeling Churn Modeling Gain Sight Python Tickets NEWT Data Sources MEGA Predictive Models Board of Directors Marketing Campaigns Customer Segmentation Consumer Segmentation BOLD Moneyball GTAR R Alteryx Chief Revenue Officer Dash Payments Prediction Engine ETC. ETC. ETC.
  15. 15. # A L T E R Y X 1 9 THE SOLUTION 15 HEAD OF DS TEAM 1 Sales & Marketing TEAM 2 Customer Service & Finance TEAM 3 Payments & Biz Dev TEAM 4 Consumer & Product
  16. 16. # A L T E R Y X 1 9 A CENTRALIZED, MATRIXED ORGANIZATION 16 HEAD OF DSSALES, MARKETING & CS FINANCE & INVESTOR RELATIONS PAYMENTS & BIZ DEV & CORP DEV PRODUCT & CONSUMER TEAM LEAD TEAM LEAD TEAM LEAD TEAM LEAD BINT BINT BINT BINT AA AA AA AA BINS BINS BINS BINS
  17. 17. # A L T E R Y X 1 9 A CENTRALIZED, MATRIXED ORGANIZATION 17 TEAM LEAD TEAM LEAD TEAM LEAD TEAM LEAD BINT BINT BINT BINT AA AA AA AA BINS BINS BINS BINS Team vs. Squad HEAD OF DSSALES, MARKETING & CS FINANCE & INVESTOR RELATIONS PAYMENTS & BIZ DEV & CORP DEV PRODUCT & CONSUMER
  18. 18. # A L T E R Y X 1 9 WELCOME TO OUR DATA 18
  19. 19. # A L T E R Y X 1 9 OH SO DIRTY 19 ENGINEERING ANALYSIS 85% 15%
  20. 20. # A L T E R Y X 1 9 20 SO, MANY, SYSTEMS 200+ unique data assets 350+ linked pathways 25% manual 75% automated 2/3 of assets are SaaS or external services
  21. 21. # A L T E R Y X 1 9 IN ALTERYX WE TRUST 21
  22. 22. # A L T E R Y X 1 9 22 IN ALTERYX WE TRUST – CUSTOMER MASTER LINES AUTOMATED 1000 HOURS SAVED 200
  23. 23. # A L T E R Y X 1 9 23 IN ALTERYX WE TRUST – TECH SUPPORT CALLS LINES AUTOMATED 450 HOURS SAVED 160
  24. 24. # A L T E R Y X 1 9 DATA SCIENCE IN ALTERYX 24
  25. 25. # A L T E R Y X 1 9 CONSUMER SEGMENTATION WHAT IS IT? WHY DO WE NEED IT? 25 • Millions of consumers on MB APP • Who are the best? Who do we market to? • Which ones spend more? Which ones buy multi-packs? • Option 1: Manual classification (lol) • Option 2: Advanced Consumer Segmentation
  26. 26. # A L T E R Y X 1 9 CONSUMER SEGMENTATION 26
  27. 27. # A L T E R Y X 1 9 CONSUMER SEGMENTATION 27 SO WHAT? Better consumer marketing by region Targeted marketing campaigns Consumer retention = Customer retention
  28. 28. # A L T E R Y X 1 9 28 PYTHONS ON A PLANE? AUTOMATE THE WORLD PYTHON(S) ON A PLANE
  29. 29. # A L T E R Y X 1 9 CHURN PREDICTION WHAT IS IT? WHY DO WE NEED IT? 29 • SaaS means churn! • Some churn is preventable, some isn’t (business failures) • Reduce risk by preventing chargebacks on business failures
  30. 30. # A L T E R Y X 1 9 PREDICTING CHURN 30 TRAINING PREDICTION
  31. 31. # A L T E R Y X 1 9 LANGUAGE AGNOSTIC 31 Predicting Churn Python script used in Alteryx
  32. 32. # A L T E R Y X 1 9 GOVERN WITH CONNECT 32
  33. 33. # A L T E R Y X 1 9 DATA GOVERNANCE WITH CONNECT 33 CULTURE TRUST POLICIES ACCESS DG • Data = $$ • Transparency • Intentional • Business owns • Global hierarchies and attributes • Democratization • Data = ☺ • STANDARDS • Single source truth • Data dictionary • Metric dictionary • Distributed metric cataloging
  34. 34. # A L T E R Y X 1 9 PEANUT BUTTER AND JELLY OF GOVERNANCE 34 • Single source of truth • Metric/Data dictionary Connect Glossary • Single source of truth • All speak same language Certified data sources • Monitored/controlled metadata Workflow metadata CONNECT FEATURE DG PRINCIPLE
  35. 35. # A L T E R Y X 1 9 HOW TO DEVELOP A DATA SCIENCE TEAM 35
  36. 36. # A L T E R Y X 1 9 WHAT DESIRED SKILLS DOES IT TAKE TO BE A DATA SCIENTIST? 36 Data Science focuses on developing models that can answer “what will happen if we do X?” It develops algorithms that can directly drive the business to be more efficient.
  37. 37. # A L T E R Y X 1 9 WHAT DESIRED SKILLS DOES IT TAKE TO BE A DATA SCIENTIST? 37 Data Science focuses on developing models that can answer “what will happen if we do X?” It develops algorithms that can directly drive the business to be more efficient.
  38. 38. # A L T E R Y X 1 9 HIRING 38
  39. 39. # A L T E R Y X 1 9 *Jobvite 39
  40. 40. # A L T E R Y X 1 9 40 *Jobvite
  41. 41. # A L T E R Y X 1 9 DEVELOPING INTERNAL DATA SCIENTISTS 41
  42. 42. # A L T E R Y X 1 9 42 ASSIGN A MENTOR FOR EACH FUTURE DATA SCIENTIST 1. Immediate feedback 2. Backup to projects 3. Shadowing for each Junior Data Scientist
  43. 43. # A L T E R Y X 1 9 GIVE TIME TO THINK 43 For a Data Scientist to be creative and question the norm, they need to have time to work on pet projects. 10%
  44. 44. # A L T E R Y X 1 9 TOOL AGNOSTIC AWS EMR MINDBODY Booker Frederick Etc. Source Data AWS S3 Stage ELT DG DW Service Layer Amazon ElasticSearch
  45. 45. # A L T E R Y X 1 9 LEADERSHIP LESSONS IN DATA SCIENCE 45
  46. 46. # A L T E R Y X 1 9 TOP FIVE 1. Teaching the larger organization what Data Science does is almost impossible 2. Market what you have done, show results 3. Create things the business doesn’t know to ask for 4. Automate, automate, automate! 5. Overcommunicate 46
  47. 47. # A L T E R Y X 1 9 COMPLETE SESSION SURVEYS ATTENTION 47 You were handed a survey as you entered the room. It should take less than 2 minutes to complete Please return your completed surveys B E F O R E YO U L E AV E the room Surveys are anonymous, and we rely on your opinion for improvement
  48. 48. # A L T E R Y X 1 9 THANK YOU alexander.soria@mindbodyonline.com 48 mindbodyonline.com ALEX SORIA charlie.lewis@mindbodyonline.com CHARLIE LEWIS mindbodyonline.com

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