Delivering a customer first data science experience should be the goal of any analytics team. This customer could be an internal or external but the questions and process are the same. This deck covers how analytics can learn from practices of product management and customer experience professionals to deliver world class customer first data science.

1. Customer First Data Science
LESSONS LEARNED THROUGH PRODUCT MANAGEMENT LENS
BY DAVE MATHIAS AT BEYOND THE DATA MINNEANALYTICS FARCON 2017
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2. Who is Your Customer?
Your boss
Everyone and everything
Others…
Or is it who consumes your product…
Source: Pixabay.com. CC0 Creative Commons.
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Choose E: All the Above!

3. Your Customer’s Experience…
Customer first data science only occurs with delighted customers. Are your customers happy?
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Source: https://www.youtube.com/watch?v=N5WurXNec7E

4. @DAVEMATHIAS #FARCON
What Others Do -
Product Management
Source: https://pragmaticmarketing.com/framework

5. What Are Some Takeaways:
7 Tips to Customer First Data Science
1. Value vs Cool
2. Transparency vs Creepy
3. A Little Empathy Goes a Long Way
4. Get Out With the Customer
5. Build Bridges, Not Walls
6. Understand and Appreciate Your and Others’ World Lens
7. Life is a Journey, Understand Your Customer’s Journey
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6. 1. Value vs Cool
Always great to find a cool solution, but what is customer value
Source: https://blogs.haverford.edu/haverblog/2016/05/04/cool-classes-data-science-and-visualization/
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7. 2. Transparency vs Creepy
Put yourself in shoes of customer, do you feel comfortable – maybe a little transparency, maybe
better to say no
Source: http://www.slate.com/blogs/how_not_to_be_wrong/2014/06/09/big_data_what_s_even_creepier_than_target_guessing_that_you_re_pregnant.html
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8. 3. A Little Empathy Goes a Long Way
Putting yourself in shoes of other, goes a long way – hire for that!
Source: http://upliftconnect.com/six-habits-highly-empathic-people//
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9. 4. Get Out With the Customer
Field trips are fun, learn about your customer
Source: http://blog.capterra.com/event-software-tech-support/
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10. 5. Building Bridges, Not Walls
Build bridges and good work buddies in product management, customer experience and every
department you touch
Source: https://www.linkedin.com/pulse/building-bridges-i-have-many-more-build-pawan-kumar
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11. 6. Understand Your and Others’ World Lens
Empathy is just the start, understand your lens and others of the world and appreciate it
Source: Pixabay.com. CC0 Creative Commons.
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12. 7. Life is a Journey, Understand Your Customer’s
Don’t just empathize with customers, understand their journey
Source: https://blogs.adobe.com/digitalmarketing/analytics/mapping-conversion-journey/
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13. What Are Some Takeaways:
7 Tips to Customer First Data Science
Ensure your data science practice is client focused and hire, incentivize, and practice these seven tips.
1. Value vs Cool
2. Transparency vs Creepy
3. A Little Empathy Goes a Long Way
4. Get Out With the Customer
5. Build Bridges, Not Walls
6. Understand and Appreciate Your and Others’ World Lens
7. Life is a Journey, Understand Your Customer’s Journey
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14. Continue the Learning
1. MeetUp / Groups:
◦ Product Development and Management Association (PDMA.org)
◦ ProductCamp (PCampTC.org)
◦ ProductTank (on MeetUp.com) Customer Experience Association (CXPA.org)
◦ Twin Cities Data Visualization Group (on MeetUp.com)
◦ User Experience Professionals Association (UXPAMN.org)
2. Books:
◦ X: The Experience When Business Meets Design
◦ Outside In: The Power of Putting Customers at the Center of Your Business
◦ Anything Dan Ariely or Malcolm Gladwell
3. Podcasts:
◦ CX Network Customer Experience
◦ Duct Tape Marketing
◦ Chief Customer Officer Human Duct Tape Show
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15. Thank You!
Questions, comments, thoughts …
Stay in Contact:
◦ Happy to grab coffee, drinks, lunch… introduce yourself
◦ LinkedIn: in/DaveMathias1
◦ Email: mathias612@gmail.com
◦ Twitter: @DaveMathias
◦ Blog: WorkLearnPlay.com
◦ Podcast: Data Difference podcast hitting on the softer side of data
science coming in September (soundcloud.com/datadifference)
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16. Appendix
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17. What Others Do – Product Management
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There are a number of product
management frameworks – a popular
one is Pragmatic Marketing
Things to be gleaned:
◦ Lots of steps on research and strategy
front end saves time and money on
backend
◦ Lots of steps with customer in mind and
direct customer interaction
◦ No single department can do these well
let alone a single person
◦ Start with strategy and then execute
Source: https://pragmaticmarketing.com/framework

18. “Market Problems” Application
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Product Management: Discover
problems in the market by interviewing
customers, recent evaluators and
untapped potential customers
Data Science Application:
◦ Internal customers: Interview current
and potential internal customers to
discover problems
◦ External customers: Get out in field with
product managers and interview
external customers to discover problems
Source: https://pragmaticmarketing.com/framework
Source: https://pragmaticmarketing.com/framework

19. “Win/Loss Analysis” Application
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Product Management: Understand why
recent buyers did or did not buy and
what steps they took in the buying
process and similar for users
Data Science Application:
◦ Internal customers: Understand what
internal departments did or did not
engage analytics team in an effort and
how the effort went
◦ External customers: Apply win/loss
analysis data to identify what customers
to target and what to target them with
and how
Source: https://pragmaticmarketing.com/framework
Source: https://pragmaticmarketing.com/framework

20. What Others Do – Customer Experience
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Less formalized customer experience
frameworks (newer discipline)
One common term all over CX:
Journey mapping
Journey mapping is all about the
customer journey by listening,
learning, and empathizing with their
current state and finding insight for
creating a new state
Source: https://www.maritzcx.com/customer-journey-mapping/

21. Making Real Unicorn Teams?
http://drewconway.com/zia/2013/3/26/the-data-science-venn-diagram
Customer Centric
Focus, Skills,
Practices, &
Incentives
Traditional
Analytics Team
Rock Star, Customer
Centric Analytics Team
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