Product Management Event at #ProductCon Seattle on Building a Data Driven Culture by Ria Sankar, Senior Manager, Analytics for Ethics & Compliance at Microsoft.

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Building a Data Driven Culture by
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10. Ria Sankar
T O N I G H T ’ S S P E A K E R

11. Building a Data Driven Culture
@SankarRia

12. First, 5 lessons learned along the way.

13. OXO Good
Grips
Deep customer
empathy brings
transformation

14. The Law of
Unintended
Consequences
Instrument for
leading indicators of
failure

15. The Placebo
effect
The importance of
hypothesis-driven
testing
Further Viewing: https://www.ted.com/talks/ben_goldacre_battling_bad_science?language=en#t-839994
Picture Source: https://upload.wikimedia.org/wikipedia/commons/5/55/VariousPills.jpg
Source: Wikimedia Commons

16. Spurious
Correlations
Correlation !=
Causation
Sources:
http://bama.ua.edu
https://www.tylervigen.com/spurious-correlations

17. Left-handed
Bias
Statistics can be
sinister without
reliable data
Further Reading:
https://marginalrevolution.com/marginalrevolution/2013/09/sinister-statistics-do-left-handed-people-die-young.html
https://www.bbc.com/news/magazine-23988352
https://www.ncbi.nlm.nih.gov/pubmed/2006231
Source: http://en.wikipedia.org/wiki/Handedness
If this were true, being left-handed
~= smoking 120 cigarettes a day

18. The 6 pillars of a data driven culture.

19. Focus on
diversity of
experience,
skills &
education
Source: https://i.imgflip.com/1w3emg.jpg
1: Diverse Team

20. 2. Customer Empathy
Understand your
customer’s
functional, social
and emotional
needs
Social
“Give volunteers a
way to connect
with like-minded
friends”
Emotional
“Instill in veterans a
new mission and
sense of purpose”
Functional
“Find the best
volunteers for
disaster response”
Source: TeamRubiconUSA.org

21. Understand their:
1. Circumstance
2. Desired Outcome
3. Level of Quality
4. Barriers
Source: https://technofaq.org/wp-content/uploads/2016/09/happy-customer.jpg

22. • Time to appointment
• Time to care
• Cost of treatment
• Effective treatment
• Provider expertise
• Complexity of care
Case Study: Immediate Clinic
From: Yelp.com
WHEN my child is hurt, I NEED immediate care SO I CAN relax knowing that she is pain-free

23. 3: Business Consequences
Source: hubspot.net
Define your
learning plan
with a view of
F.A.T.E.
principles

24. Identify
specific,
measurable
KPIs and
benchmarks EffectiveSalesperson
Belief
Frequency
Metric
Result

25. Instrument for
cause, effect,
and response
Cause
EffectResponse

26. Qual & Quant effective in understanding new or sparse use cases
Further reading: https://www.linkedin.com/pulse/user-research-turning-data-delightful-experiences-ria-sankar/

27. Customer
Empathy
High quality
Data
Business
Problem
Insight
Establish a
single source of
truth and data
dictionary
4: Data Literacy

28. Invest in data
quality and
tiered data
access
Data
Ingestion
Data
Collection
Data
Storage
Data
Access
Data
Insights
Further Reading: https://www.go-
fair.org/fair-principles/

29. MAP CHART
Graphical tools
provide practical
significance &
isolate data issues

30. Law of the Vital
Few
80% of effects come
from 20% of causes
Further Reading: The 7 basic quality tools: https://asq.org/quality-resources/seven-basic-quality-tools
Source: https://en.wikipedia.org/wiki/Pareto_chart

31. 5: Hypotheses Testing
Experiments
provide an
objective view
of effect and
significance

32. Belief Offline Test
No Change
Online
Experiment
No Change
Significant
Difference
Ship!
Significant
Difference
Offline metrics, Surveys, Sample
data, Panel Studies
Online Experimentation with AB
or Multi-variate tests
Lifecycle of a Belief
Customer Interaction, Problem
Definition, Data Collection

33. Experiment
Design 101
Scientific vs. Design
thinking

34. Hypothesis
Testing
Roadmap: 101
Source: https://sixsigmadsi.com/hypothesis-testing-cheat-sheet

35. Establish
urgency with a
powerful story
Authenticity Insight Purpose
6: Storytelling

36. Source: https://en.wikipedia.org/wiki/Martin_Luther_King_Jr.
Authenticity
Purpose
Insight

37. Thank you!
@SankarRia

38. www.productschool.com
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