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Making Complexity Simpler: Vince Darley

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Business of Software Europe 2017

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Making Complexity Simpler: Vince Darley

  1. 1. Data, simplicity and achieving impact Vince Darley - @vincedarley VP Growth, Deliveroo BoS, London, June 2017
  2. 2. First, some context… Data, simplicity and achieving impact
  3. 3. Three courses for today… The Starter: Getting started with data… The Main Course: Really enjoying impact from data The Dessert: Scaling up Data, simplicity and achieving impact
  4. 4. Our Starter…
  5. 5. Getting started with data… The right metrics People DataSystems
  6. 6. Getting started… find some quick wins 1. Take some key business metrics you care about – e.g. customer acquisition, lifetime value or more operational metrics 2. Identify pain points – move beyond averages to understand extremes and distributions 3. Simple analysis, but guided by deep business and statistical understanding
  7. 7. Getting started… the right metrics
  8. 8. Getting started… the right metrics Averages hide opportunities and horrors
  9. 9. Getting started… an example Product Damage at Ocado
  10. 10. Our Main Course: Really enjoying impact from data
  11. 11. Data science & analytics for actionable insight
  12. 12. Real-time analytics? Predictive analytics?
  13. 13. Good Stuff Effective Actionable Predictable Most such things fail this simple test
  14. 14. Experimentation, Experimentation, Experimentation
  15. 15. © King.com Ltd 2016 – Commercially confidential
  16. 16. Know your Metrics
  17. 17. Engagement then Retention then Monetisation
  18. 18. Avoiding the endless reporting treadmill
  19. 19. … and the endless reporting treadmill A side-dish of reporting…
  20. 20. Our Dessert: Scaling up
  21. 21. One small team Several functional teams •BI/Reporting •DS/Analytics •Data engineering Many functional teams •BI/Reporting •Marketing Analytics •Product Analytics •Strategic Analytics •Data engineering •Data platform •Data model Distributed "teams" •Individuals embedded in business or product •X-functional sub-teams embedded in business or product •Very few specialised central teams
  22. 22. Distributed "teams" • Individuals embedded in business or product • X-functional sub-teams embedded in business or product • Very few specialised central teams
  23. 23. Wrap up… Data, simplicity and achieving impact • People, Data, Systems and get started… • Look beyond averages • Be bold and experiment a lot, in the right areas • Understand your metrics • Organisational scaling requires change – make changes early
  24. 24. Wrap up… Data, simplicity and achieving impact • People, Data, Systems and get started… • Look beyond averages • Be bold and experiment a lot, in the right areas • Understand your metrics • Organisational scaling requires change – make changes early Thank you! Follow up: vince.darley@deliveroo.co.uk or @vincedarley Hopefully time for some questions…

Business of Software Europe 2017

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