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Superweek2019 dmo presentation

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Automating does not necessarily revolve around expensive tools or having to code advanced scripts. It’s about being creative with what you have and using the resources you have available at your disposal.

Inspired by his former boss asking him to do the exact same reporting for 12 countries across 3 individual business units, Danny provides insights to how daily tasks can be solved through automation, making terrible repetitive tasks (hopefully) a little more obsolete

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Superweek2019 dmo presentation

  1. 1. SUPERWEEK 2019 REPETITIVE TASKS ARE SLOWLY KILLING US FROM WITHIN 01. February 2019
  2. 2. 01. INTRODUCTION
  3. 3. • Danny Mawani Olsen • Copenhagen based • Lead analyst at IMPACT EXTEND • 2nd Superweek • Worked with Analytics for 5 years (Thanks Steen) I’m Danny! The guy always asking questions on #measureslack @dannymawani
  4. 4. 100% focus on digital commerce Long customer relations 7 x Gazelle A A R H U S – C O P E N H A G E N - L I S B O A 1 2 6 E M P L O Y E E S E S T A B L I S H E D I N 1 9 9 8 Market leader in commerce Established in 2018 17 Employees Aarhus - Copenhagen Part of IMPACT A/S Clients: Largest retailers in the nordics Focus is on datadriven marketing
  5. 5. WHAT DO WE WORK WITH? Datacollection Marketings initiatives and userbehaviour • Making data avaliable • Telling the right story Consolidating data • Work with multiple datasources • Make sure that they can tell the right story Dataarchitechture • Development of KPI frameworks • GTM • Mapping out datastructures Data aggregation A lot of GDPR in the mix Make sure that what we do is legal • Permissions • GDPR flows • Mapping data the right way Visualization @dannymawani
  6. 6. Lead Analyst THE TEAM Analytics and tracking specialist Analytics & Dashboard specialist CEO Head of BI & Statistic modelling Head of traffic & Inisights DANNY OLSEN RASMUS CHRISTIANSEN CHRISTIAN VERMEHREN MAIKEN TORRILD THOMAS RODE DENIS HANSEN
  7. 7. What is the definition of automation, and what can we learn from the past? 02. AUTOMATION AS A CONCEPT
  8. 8. ”Automation is the technology by which a process or procedure is performed with minimum human assistance.” Groover, Mikell (2014). Fundamentals of Modern Manufacturing: Materials, Processes, and Systems.
  9. 9. ”Automation is the technology by which a process or procedure is performed with minimum human assistance.” Groover, Mikell (2014). Fundamentals of Modern Manufacturing: Materials, Processes, and Systems.
  10. 10. THE INDUSTRIAL REVOLUTION The industrial RevolutionModern age 1780 1850 Contemporary age
  11. 11. FROM RURAL TO URBAN SOCIETY From farming to factory
  12. 12. STEAM ENGINE
  13. 13. From Factory to office
  14. 14. From office to modern office
  15. 15. THE NEXT STEP From modern office to collaboration with machines
  16. 16. WE ARE ALWAYS AFRAID OF BEING REPLACED
  17. 17. AUTOMATION IS ESSENTIALLY?
  18. 18. 03. HOW TO START AUTOMATING YOUR WORK
  19. 19. This is my fiancé Sandra • She automated having to put the plate back and on the table • Also build in a spill tray for toast crumbles and cheese • By reducing her time reaching the plate for the plate, she can save the mental energy to withstand me!
  20. 20. How I got started: This is me at my first Senior job • Mainly worked with GA and GTM implementations • Used some javaScript but didn’t know how it was all connected
  21. 21. Business unit A Business Unit B Business Unit C X = 36 SEO REPORTS A task was given: Create the same SEO report for the client
  22. 22. This is me when after the brief
  23. 23. SO I BEGAN A JOURNEY LEARNIN G R
  24. 24. FIRST I LEARNED HOW TO PULL GA DATA
  25. 25. LEARNED GGPLOT2
  26. 26. FINALLY CREATING A RMARKDOWN DOCUMENT TO BE SEND TO THE CLIENT
  27. 27. I SPEND A RIDICULOUSLY AMOUNT OF TIME BUILDING IT, BUT IT GOT ME STARTED TO BE BETTER AND FOCUS ON MORE FUN PROJECTS
  28. 28. HOWEVER, ALSO REDUCING THE TASK FROM 2 ANALYST WORKING 3 DAYS TO ME SPENDING 3 HOURS A MONTH
  29. 29. SINCE THEN WE HAVE TRIED TO BUILD FRAMEWORKS For plug and play to things like cost uploads For things that the tools doesn’t support and to transform the data For storing data and large calculations
  30. 30. R Cron jobs: Ubuntu R server in Google Cloud Master machine boots the ”slave machines” when needed. A cost price around 25 euros a month. When it is set up. We only use VM with the capacity needed in order to reduce costs. SETUPPIPELINE: R Master Machine (Always online) Cron Job (starts and stops machines) Refund Data Pulls script from storage Formats data and uploads it to GA COGS upload Pulls script from storage Formats data and uploads it to GA Datawrangling Pulls script from storage Formats data and sends it to the right places Datavalidation Pulls script from storage Checks for deploys, and does an audit should there be changes Sends an email if there are issues and also creates a task in asana GDPR Check Pulls script from storage Checks if there are GDPR challenges Sends an email and creates a task in asana
  31. 31. GOOGLE ANALYTICS VALIDATION Generates an Google Analytics audit based on API parameters  Makes it into a formatted PDF
  32. 32. QA ON DATA  Check the data quality after a deploy  Should something have happened, then it will send an email and create a ticket mentioning the errors it have found Event To Google Analytics Category: Deploy | Action: Jira ticket Did something happen with the data? Yes No
  33. 33. UPLOAD OF REFUNDS  Daily upload of refunds Data from cient VM With R Upload toGA
  34. 34. COGS UPLOAD  Monthly upload of product purchase prices to see how much is actually earned on marketing expanses Data from cient VM With R Upload toGA
  35. 35. GDPR CHECK  If there are any issues with the data send that shows PII (differs from client to client), we identify it across datapoints  In GA, should there be any issues we delete the user affected Data from client VM With R Check for GDPR breaches
  36. 36. Datasourc e MA Tool Google Big Query BI ToolGoogle Cloud Storage Google Compute Engine Other sources R studio server Attribution tool Action on data Fra tool to action 1. Datasource is established and connection is set up 2. It is then added to BigQuery on a client project they have control over 3. Data is then pushed to either the marketing automation tool if a consent is given for the user 4. For dashboards and attribution that same dataset gets encrypted to ensure that people cannot identify users if they do not have the right permissions
  37. 37. ONCE THAT IS IN PLACE, WE CAN START TAKE ACTIONS
  38. 38. AND DO STATISTICAL SEGMENTING THAT IS NOT POSSIBLE IN THE AUTOMATION TOOL
  39. 39. TO SEE HOW OUR CLIENT SEGMENTS PERFORM
  40. 40. AND PUSH CALCULATED DATA INTO RULES FOR THE MA PLATFORM
  41. 41. HOWEVER, IT DOESN’T HAVE TO BE THIS COMPLICATED
  42. 42. IF THIS THEN THAT
  43. 43. ZAPIER
  44. 44. UPLOAD TO GA I F C H A N G E S I S M A D E TO A T H E N S E N D T H AT I N F O R M AT I O N TO G A
  45. 45. ALERTS I F G A S E N D S A N E M A I L A L E RT T H E N C R E AT E A TA S K I N A S A N A W I T H A L L P R O P E RT I E S A N D S I T E S A F F E C T E D O N C E A
  46. 46. ZAPIER
  47. 47. ALERTS I F G A S E N D S A N E M A I L A L E RT T H E N C R E AT E A M E S S A G E I N S L A C K W I T H A L L P R O P E RT I E S A N D S I T E S A F F E C T E D O N C E A
  48. 48. • Rasmus eksempel ZAPIER
  49. 49. OTHER TOOLS
  50. 50. REMEMBER, DO WHATS AVALIABLE TO YOU• This is our Brilliant Lead SEO spcialist (Being a lead is like being a head of an department without having to talk politics, pay and employer conversations) • He is not a tech guy and can’t code • He is really great with excel • Ranked #1 on the danish words for Loan and New year meals
  51. 51. • What he did was to take the data that he needed to do an SEO report CHRISTOPHER S WAY TO AUTOMATION
  52. 52. POW ERBI • Takes google Ads data and combines that with the position to see how much value that is in each search term
  53. 53. POW ERBI • Use the other tool to assess how other companies rank for all of the clients search terms
  54. 54. ALL HE HAS TO DO TODAY • Download the data • Add it to the powerBI template • And do a little adjustment for outliers etc. • A process that has taken days and know only takes a few hours • In the future it will be faster as we are working on making API connections to all the search tools
  55. 55. 04. DUMB WAYS TO DIE AT WORK FOR NOT AUTOMATING
  56. 56. MAKING YOURSELF UNREPLACABLE ON THE WRONG FOUNDATION • Not involving your team mates in your activity or highligting what processes that you handle • Not documenting any of your work
  57. 57. BEING AFRAID TO ASK QUESTIONS • People in this community are smart – Scary smart • It is quite easy to think that you are stupid and that you are embarrassing yourself • The same can be said for answering questions, sometimes it can be frightening to answer questions because you are afraid of being ridiculed
  58. 58. NOT DOCUMENTING YOUR WORK• This is Maiken one of our junior analyst • Her job is mainly to help with GA and GTM tasks • For tasks she has not done before, we document that task for next time, or use the existing documentation to do the work
  59. 59. NOT OUTSOURCING• We can all agree that Hussein is a smart guy! • When I was a junior i used Odesk (Now UpWork) to help me with some of the tasks i couldn’t do • Because of this, I got the job done fast and with a lot of quality and i could learn from his solutions
  60. 60. NOT REALIZING WE ARE WORKING WITH ANNOYING SIZE DATA• Data on our computer is annoying size, meaning that big data tools doesn’t nessescarily be the best way for us to work with data • Divide and conquer your data to ensure that it can be processed in a good way • Remember to use the right tools for the right dataset
  61. 61. NOT BEING LIKE PETER MEYER Q U A L I T Y A S S U R E L I K E C R A Z Y D O T H I N G S T H E R I G H T W A Y A N D S T O P U S I N G ” N I N J A H A C K S ” E V E N T H O U G H I T T A K E S M O R E T I M E M A K E S U R E T H I N G S C A N B E S C A L A B L E I N O T H E R P R O J E C T S K E E P U S I N G N E W T E C H N O L O G Y I N Y O U R W O R K
  62. 62. 05. ROUNDING OFF
  63. 63. “Automation, It’s not necessarily a way to obsolete the human equation, but instead thinking about how we can spend our time better doing other things when it comes to repetitive tasks, and by that saving time to do awesome things instead of doing the same things over and over again” AUTOMATION: TO ME
  64. 64. I PROBAB LY DON’T DO THINGS THE SMARTE ST WAY
  65. 65. BUT FOR EACH ITERATION I GET A BIT CLOSER TO A SMARTER SOLUTION
  66. 66. MY BEST ADVICE D O N ’ T B E A F R A I D T O U S E T O O L S A U T O M A T E W H A T Y O U C A N W I T H I N Y O U R T E C H N I C A L L I M I T A T I O N S D O T H I N G S T H E P E T E R M E Y E R W A Y ( S C A L A B L E , A N D S T A B L E ) D O C U M E N T A L L C O O L T H I N G S Y O U D O A S K F O R H E L P W H E R E Y O U C A N ’ T D O E V E R Y T H I N G Y O U R S E L F K E E P L E A R N I N G A N D I M P R O V I N G Y O U R F R A M E W O R K S
  67. 67. AND REMEMBER TO HAVE FUN
  68. 68. Repetitive tasks are killing us from within Do what is in your disposition to make the best out of your work By Danny Mawani Olsen /dannymawani @dannymawani

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