Main takeaways: - Aligning on an insights definition - Establish customer / business context before jumping into the data - Frame your investigation question - Spend time sanity checking your data / apply street smarts logic - Use customer / business context to guide exploratory analysis and record observations along the way - Build a story outline with 1 - 5 supporting insights - Transcribe the story outline to slide form

1. www.productschool.com
How to Deliver Data Insights by Fmr
Google Sr Analytical Lead

2. Join 35,000+Product
Managers on
Free Resources
Discover great job
opportunities
Job Portal
prdct.school/PSJobPortalprdct.school/events-slack

3. C O U R S E S
Product
Management
Learn the skills you need to land
a Product Manager job

4. C O U R S E S
Coding
for Managers
Build a website and gain the
technical knowledge to lead
software engineers

5. C O U R S E S
Data Analytics
for Managers
Learn the skills to understand web
analytics, SQL and machine learning
concepts

6. C O U R S E S
Learn how to acquire more users
and convert them into clients
Digital Marketing
for Managers

7. C O U R S E S
UX Design
for Managers
Gain a deeper understanding of your
users and deliver an exceptional end-to-
end experience

8. C O U R S E S
For experienced Product Managers
looking to gain strategic skills needed
for top leadership roles
Product
Leadership

9. Brian Moore
T O N I G H T ’ S S P E A K E R

10. Brian Moore
2013 - 2018
● 5 years at Google. Last role: Senior Analytical Lead
● Focused on data analytics & business strategy / ops projects
● Learned data science skills from experts in the field + built my own
data science/MBA curriculum using online courses
2018 - 2019
● Left Google to travel and work on my own business ventures (which
I decided not to pursue further).
● Launched two cash flow positive edtech business ideas and
established a data insights and strategy consulting business.
2019 - Present
● First senior analytics hire @ MasterClass
● Leveraging data skills/analytics to inform Product/business decisions

11. A ton of data is
being collected
https://www.marketingprofs.com/charts/2017/32531/the-incredible-amount-of-data-
generated-online-every-minute-infographic

13. A bunch of tools exist to help make the data
useful

14. Yet…
companies still struggle
to extract value/insights
from their data

15. Data and tools are
only part of the
equation to
extracting value
from data

16. Data + Tools + People = Insights Formula
Business /
Customer
Context
Data
Skills

17. Capitalize on the shortage
of data-savvy professionals
By 2026, McKinsey estimates1 that
demand for
people with business + data skills
may reach two to four million (in
the United States alone).
1 https://hbr.org/2018/02/you-dont-have-to-be-a-data-scientist-to-fill-this-must-have-analytics-role

18. Where there is data…
there is a need for someone to
extract & communicate insights.

19. Process for Delivering
Data Insights

20. Data Insights Process
Question
Wrangle
Communicate Insights
Explore
Use customer + industry context to get to a guiding question that:
1) your stakeholders care about
2) could lead to a useful + actionable insight

21. Data Insights Process
Question
Wrangle
Communicate Insights
Explore
Use customer + industry context to get to a guiding question that:
1) your stakeholders care about
2) could lead to a useful + actionable insight

22. Data Insights Process
Question
Wrangle
Communicate Insights
Explore
> Access the raw data
> QA the data (e.g. build trust that the data is right)
> Do any data transformations needed for downstream analysis

23. Data Insights Process
Question
Wrangle
Communicate Insights
Explore
> Summarize, group, visualize the data
> [Advanced] modeling, statistical analysis
> Record observations along the way

24. Data Insights Process
Question
Wrangle
Communicate Insights
Explore
> Using insights headlines map out your story structure (not in slides)
> Select supporting insights from the explore phase

25. > Plug in / format slide content which supports the insights headlines
> Write talk track
> Practice, execute, follow through
Data Insights Process
Question
Wrangle
Communicate Insights
Explore

26. Crafting Your Insights
Storyline

27. 1) Who is your audience?
● <insert answer>
2) What is the audience looking to achieve?
● <insert answer>
3) What do we want the audience to walk away with?
● <insert answer>
Insights storyline template
questions to answer before building out your outline

28. ● Situation: framing of the important, recent context
the audience already knows and accepts as fact
● Challenge / opportunity
● Resolutions / recommendations
Storyline core elements
Source

29. ● Situation: framing of the important, recent context
the audience already knows and accepts as fact
● Challenge / opportunity: reason the situation
requires action
● Resolutions / recommendations
Storyline core elements
Source

30. ● Situation: framing of the important, recent context
the audience already knows and accepts as fact
● Challenge / opportunity: reason the situation
requires action
● Resolutions / recommendations: action required
to solve the challenge (or capture an opportunity)
Storyline core elements
Source

31. STARTING
IN SLIDES FIRST

32. STARTING
IN SLIDES FIRST

33. First, outline the story headlines
and exec summary

34. ● No clear point
● No audience benefit
● No clear flow
● Too detailed
● Too long
5 common challenges to watch out for
Source: Presenting to Win (Book)

35. ● No clear point ⇒ “What was the point?”
● No audience benefit ⇒ “So what?”
● No clear flow ⇒ “Wait a minute! I’m lost.”
● Too detailed ⇒ “What does that mean?”
● Too long ⇒ “Have you ever heard a
presentation that was too short?”
5 common challenges to watch out for
Source: Presenting to Win (Book)

36. Example: Delivering
Data Insights

37. Objective
● Utilize New York motor vehicle collision data
● Surface creative ideas that could help reduce accidents in Brooklyn
Dataset
● Bigquery-public-data:new_york.nypd_mv_collisions
● Analysis based on 2013 - 2017 data.
Target Audience
● Brooklyn City Council and Urban Safety Leaders

38. Brooklyn Motor Vehicle Accidents Overview
● Total number of police reported accident injuries have dropped by 29% and fatalities have dropped by 39% (2013 vs
2017). Yet, there’s still room for improvement as 41 people were killed in 2017 (10 person increase from 2016).
● In 2017, roughly half of the fatalities from motor vehicle accidents were pedestrians.
● The three most common contributing factors to accidents with injuries were driver inattention/distraction, failure to yield
right-of-way, and traffic control disregarded (2017). It’s likely that cell phone usage while driving is influencing these driver
errors.
Ideas to increase safety for Brooklyn community members (with a core focus on pedestrian safety):
1. Launch targeted education / solutions for neighborhoods that are in areas with high density of pedestrian
injuries.
2. Around the most dangerous intersections, increase police visibility and utilize a branded social media
hashtag (i.e. #BrooklynVisionZero) to further crowdsource safety improvement ideas.
3. Increase ticketing and laws for distracted driving. Provide community members free *safety branded* phone
accessories for completing distracted driving education course.
Executive Summary: Ideas to reduce motor vehicle accidents and achieve Vision
Zero (e.g. zero fatalities from motor vehicles in Brooklyn)
38

39. With Vision Zero initiatives across
New York City, progress has been
made on lowering the number of
fatalities and injuries from motor
vehicle collisions.
In Brooklyn, we see a gradual decline year over
year in total number of reported injuries.
2016 was the five year low in motor collision
fatalities. However, in 2017 the trend reversed
with 10 more fatalities than 2016.
Incorporate learnings from 2016 to inform future
safety measures.
39Year
1 Brooklyn is the largest borough by population (2.65M in 2017).

40. Pedestrians are at the highest risk
of being killed in a motor vehicle
collision.
On average, between 2013 and 2017,
57% of accident fatalities were
pedestrians.
Given finite resources to reduce
accidents, it’s recommended to
prioritize enhancing pedestrian
safety as the core focus of new
projects/legislation.
40
Year
Pedestrians
Motorists
Cyclists

41. Launch targeted education /
solutions for neighborhoods that
are in areas with high risk/density
of pedestrian injuries.
1) Partner with social media influencers on
pedestrian safety education campaigns.
1) For older demographics, design targeted
mail education resources + hand out
resources in the community.
1) Continue school education programs on
street crossing safety.
1) Embed flashing sensors in the crosswalk
that warn peds of an oncoming vehicle.
Use sound alarms/sensors to alert
jaywalkers of illegal behavior.
412 Detailed street names can be viewed in the Tableau dashboard that would be shared with city council.
1 See appendix for more granular view of top 20 zip codes with the most reported pedestrian injuries.
Brooklyn Zip Codes Heatmap
Reported Accidents with Pedestrian Injuries (2015 - 2017)
High Risk
Pedestrian
Injury Accident
Density Scale
Mild Risk
Low Risk

42. ● Community members could
share a photo on social media
and tag the photo with the
safety branded hashtag.
● The post description could
contain the safety improvement
idea. Each month Brooklyn city
council could share prizes or
spotlight top ideas.
42
Number of Reported Injuries
10 Most Deadly Intersections
in Brooklyn (2013 - 2017)
1 Fatalities and injuries represent an aggregate of (Motorists, Cyclists, Pedestrians).
Around the most dangerous
intersections, increase police
visibility and utilize a branded
social media hashtag campaign
(i.e. #BrooklynVisionZero)
to further crowdsource safety
improvement ideas.

43. Increase ticketing and laws for distracted driving. Provide citizens free *safety
branded* phone accessories for completing distracted driving safety course.
431 Reported injuries represent an aggregate of (Motorists, Cyclists, Pedestrians).
● Highlighted are four accident
contributing factors that are
increasing in reported frequency vs
previous years.
● It’s likely that mobile phone usage is
influencing the rise of these
*distraction related* driver /
pedestrian errors.
● Increase ticketing/law robustness for
mobile phone usage while driving
and crossing streets.
● Incorporate mobile phone
distractions as a segment of the
driving safety course.

44. Recap of ideas to increase safety for Brooklyn community members:
1. Launch targeted education / solutions for neighborhoods that are in
areas with high density of pedestrian injuries.
2. Around the most dangerous intersections, increase police visibility and
utilize a branded social media hashtag (i.e. #BrooklynVisionZero) to
further crowdsource safety improvement ideas.
3. Increase ticketing and laws for distracted driving. Provide community
members free *safety branded* phone accessories for completing
distracted driving education course.
Conclusion: Continued focus on pedestrian safety saves lives!
Additionally, measures that improve pedestrian safety also have positive
influence on reducing overall frequency of motor vehicle accidents.
44

45. Recommended data tools to
prioritize learning
SQL
Spreadsheet
Software
BI / Analytics
Tool
Bonus
R or Python

46. #AlwaysBeLearning
bm@brianmoore.net
linkedin.com/in/b-moore

47. www.productschool.com
Part-time Product Management, Coding, Data Analytics, Digital
Marketing, UX Design, Product Leadership courses and
Corporate Training