Leadership, analytics & you

Intended for Knowledge Sharing only
Leadership, Analytics & You
Aug 2017

Director, Insights at Visa, Inc.
Enable Decision Making at the
Executives/ Product/Marketing level via
actionable insights derived from Data.
RAMKUMAR RAVICHANDRAN

Disclaimer:
Participation in this summit is purely on personal basis and is not meant to represent VISA’s position on
this or any other subject and in any form or matter. The talk is based on learning from work across
industries and firms. Care has been taken to ensure no proprietary or work related information of any
firm is used in any material.

FEW UNSOLICITED ADVICES
4
Don’t give no shit! Your brain & heart got you here, but your ears are
holding you back. Stop listening and start believing your gut!
Treat your life like a start up, not a 9-to-5 job
But do give a shit, when you should. Don’t be a “dick” millennial. There is
wisdom in the ages and the true smart is in knowing what is wise vs. not
!!!Always, always, always!!! Use emotions for emotional decision and logic
for logical decisions. !!!Always, always, always!!!
The honor is in the purpose/problem you are solving, not in the money.
Also learn first, earning will follow
…When you are, where we are today-you will have made the journey from “your”
story to “your” mission to “your” passion to eventually the “transformation by you”

Quick recap of what it is
Leadership
5

WHAT IS LEADERSHIP?
6

..BUT THERE ARE ENOUGH OTHER EXAMPLES TOO
7
https://onsizzle.com/t/steve-ballmer_basketball_sports

THIS IS CLOSE TO REALITY ACROSS MANY ORGANIZATIONS
https://www.youtube.com/watch?v=LL9em2K_-0U

So what exactly is it?
9

IS IT?
10
People Management
Product Management
Financial Management
Operations Management
Project Management

IN SHERYL’S WORDS…
11
Leadership is about making others better
as a result of your presence and making
sure that impact lasts in your absence…
https://www.goodreads.com/author/show/5333595.Sheryl_Sandberg

DOUBLE CLICKING WITH MAXWELL’S NUGGET…
12
www.theadanswer.com www.flaticon.comwww.aetholdings.com
STRATEGY EXECUTION TRANSFORMATION
Knows the way Goes the way Shows the way
https://www.brainyquote.com/quotes/quotes/j/johncmaxw383606.html

STRATEGY=VISION THAT CAN BE EXECUTED, MEASURED & IMPROVED ON (SMART)
13
✓ Vision (Bold, bad-ass, inspiring, insane)
✓ Measurable (Monitored)
✓ Transparent (Introspecting, humble & open)
✓ Serving (Values customer opinion)
✓ Perseverance (Test & Learn)
✓ Empowered (Productize)

…& that’s Analytics for you- helping deliver leadership at scale,
speed, effectiveness, confidence and context
14

THE GREATEST LEADER IS NOT ONE WHO NEVER FAILS, BUT WHO LEARNS QUICKEST
Intended for Knowledge Sharing only 15
Analytics provides insights into “actions”, Research context on “motivations” & Testing
helps verify the “tactics” in the field and everything has to be productized…
Strategy
Data
Tagging
Data
Platform
Reporting
Analytics
Research
AI
products
Iterative
Loop
Optimization
Why this kolaveri?
Focus on Big Wins
Adaptability
Reduced Wastage
Quick Fixes
Assured execution
Learning for future
initiatives

EXAMPLE OF ANALYTICAL SOLUTIONS IN THE MARKET TODAY
Behavioral
Merchant
Performance
Clickstream/
Ops
Campaign
Performance
VOC/Social/
CRM
• Probability of Engagement/LTV
Growth/Churn/Loyalty/Risk
• Life event changes
• Product/Price Migrations
• Probability of Growth/Churn
• Next Best Product/Offer
• Network partners
• Conversion Rate Optimization
• Server Response Times
• Time to Purchase
• Campaign Responses
• Next Best Product/Offer
• Cross Channel target
• Promoter/Detractor & drivers
• Brand Appeal
• Theme/entity of engagement
Data Lake:
Enriched with
predictions
e.g., Uber’s cross
sell platform,
Google Calendar,
VDP

THE ANALYTICS MATURITY CURVE

TIME IS KING-EVERYTHING IS CHANGING WITHIN ANALYTICS TOO…
https://www.gartner.com/doc/3772080

AI PRIMER
https://techcrunch.com/2016/06/04/artificial-intelligence-is-changing-seo-faster-than-you-think/
https://www.iconfinder.com/icons/297729/check_list_manage_plan_schedule_task_icon
http://www.clipartkid.com/person-icon-cliparts/
https://www.iconfinder.com/icons/736888/cape_fly_flying_hero_super_human_super_powers_superman_icon
Artificial Narrow
Intelligence
(ANI)
“One specific
task”
Artificial General
Intelligence
(AGI)
“many things like
a human”
Artificial Super
Intelligence
(ASI)
“more than what
a human can”
Capability
Terminator
Movie
Killer Drones Terminator Skynet
Real Life Google SEO
Level 5
Autonomous Cars
Google Now?
Examples

How does it all relate to you?
20

THE OATH OF AN ANALYST…
My ultimate responsibility is my customer’s success– “going above,
beyond & far to deliver on my promises is my everyday nature”
My duty is to make my boss look good
My happiness is helping my team members & cross functional partners
develop
My pride is in seeing each & everyone on my team grow to be leaders of
their world
My promise is to the world of analytics and the people there that I will
share, learn and give back in whatever way I can

THE FIT WITHIN THE BIGGER PICTURE OF THE ORGANIZATION
Customers
Company
Deliver
y
Functi
ons
Analysts
Customer needs
Company makes
promises to consumers
(value prop)
Various functions
execute to deliver
Analytics enables them–
how much delivered,
why & what to do

IDEAL PROFILE: JACK OF ALL TRADES & MASTER OF LEARNING
 Customer Focus
 Actionable Insights
 Become “good enough” in allied disciplines from Data Management to Research
 Project Management – Expectations and Time Management
 Entrepreneurship: Extract max value with what you got
Best
Practices
Checklist
Skills
Checklist

HOW ARE YOU GOING TO GROW?
DELIVERY TRACK RECORD
TECHNICAL KNOW HOW
PROBLEM SOLVING, DECISION
MAKING & AUTONOMY
RELATIONSHIP MANAGEMENT
(CHAOS, AMBIGUITY)
RESOURCE MANAGEMENT &
SUSTAINABLE DEVELOPMENT
INDIVIDUAL CONTRIBUTOR/
SME/PRINCIPAL
PEOPLE MANAGER/PARTNER
SELLING YOUR WORK &
YOURSELF
Even though the exact paths may vary based on the track/domain/function you
choose(Individual Contributors or People Managers) broadly the dimensions
stay the same…

WHAT YOU SHOULDN’T DO FOR GOODNESS SAKE
Reserve going out of the way for
special occasions
Do everything it takes and
beyond to solve the problem,
make the customer happy and
create a sustainable change.
Don’ts… …instead
Bucket list approach to work Think about implementation,
deployment and design
Assume education stops on
graduation
Even though the style, content
and domain changes the need to
learn never stops. The day you
stop, your end begins.
Not sell yourself and your work We have all become products.
We need to be sold to our
stakeholders.
Be a Bollywood hero Be Vision focused, not mission
focused. Politics is a reality and
needs to be learnt.

Why this, Why now, why here?
26

BIGGER TRENDS SHAPING UP THE WORLD OF ANALYTICS…
27
Monetization opportunities: Direct, Indirect, Recurring
Big Data, SaaS, In Memory Data Processing, Advanced Instrumentation
(Signal Processing), Computing Capabilities (GPU), Mobility, Real Time
Streaming Analytics (AI on the Edge), Hyper Personalization, etc.
Evolution of Analytics from Service to Product to Platform (Build Once, Use
Everywhere). Artificial Intelligence, IoE and “Smart”ening of devices/
systems faster than expected
Analytics is now the core product offering vs. a support function
Insights as a function is far more nuanced and enriched today from the
Cross Integration of various disciplines (Analytics, Testing, Research,
Mining) and the broadening of problems/audience (UED)/deployments

The parting words…
28

KEY TAKEAWAYS
29
Leadership is far more than management– it’s creating a new product with
Strategy, Execution and Transformation. Analytics plays a crucial role in
helping formulate strategy, optimize execution and drive impact
Analytics will point you in the right direction, Research helps get into the
minds of the Customers and Testing helps validate the decisions
Analytics is all about application and impact. It has to be easy to
understand, deploy and iterate (Test & Learn)
Analytics is now the DNA of successful organizations across the core
product, support (decision making) or monetization
Data Scientists are required to be “jack of all trades” from Math, Coding,
Storytelling and Domain skills

Appendix

THANK YOU!
Would love to hear from you on any of the following forums…
https://twitter.com/decisions_2_0
http://www.slideshare.net/RamkumarRavichandran
https://www.youtube.com/channel/UCODSVC0WQws607clv0k8mQA/videos
http://www.odbms.org/2015/01/ramkumar-ravichandran-visa/
https://www.linkedin.com/pub/ramkumar-ravichandran/10/545/67a
RAMKUMAR RAVICHANDRAN

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