You've made your big data investments, but where is the ROI. The answer may be in data products -- using your data assets to build customer-facing solutions that differentiate and generate new revenue streams. This presentation explains the opportunity and best practices for designing, building, and launching data products.

1. LAUNCHING DATA PRODUCTS
FOR FUN & PROFIT
ZACH GEMIGNANI
JUICE ANALYTICS
@zachgemignani www.linkedin.com/in/zachgemignanizach.gemignani@juiceanalytics.com

3. DATA IS THE BACON OF
BUSINESSTM

4. RETURN ON INVESTMENT FOR YOUR BIG DATA PROJECT
*Wikibon — open source research agency

5. 55¢
RETURN ON INVESTMENT FOR YOUR BIG DATA PROJECT
*Wikibon — open source research agency

7. “DO YOU WANT TO KNOW
HOW GOOD BACON IS?
…TO IMPROVE OTHER
FOODS THEY WRAP IT IN
BACON”

8. “DO YOU WANT TO KNOW
HOW GOOD BACON IS?
…TO IMPROVE OTHER
FOODS THEY WRAP IT IN
BACON”
“IF IT WEREN’T FOR
BACON, WE WOULDN’T
EVEN KNOW WHAT A
WATER CHESTNUT IS!”

9. “DO YOU WANT TO KNOW
HOW GOOD DATA IS?
…TO IMPROVE OTHER
PRODUCTS THEY WRAP IT IN
DATA”

10. “DO YOU WANT TO KNOW
HOW GOOD DATA IS?
…TO IMPROVE OTHER
PRODUCTS THEY WRAP IT IN
DATA”
“IF IT WEREN’T FOR
DATA, WE WOULDN’T
EVEN KNOW WHAT A
FITBIT IS!”

11. DATA PRODUCTS

12. “A PRODUCT THAT FACILITATES AN END GOAL
THROUGH THE USE OF DATA”
DATA PRODUCTS

13. “A PRODUCT THAT FACILITATES AN END GOAL
THROUGH THE USE OF DATA”
— DJ PATIL, CHIEF DATA SCIENTIST OF THE U.S.
DATA PRODUCTS

14. “A PRODUCT THAT FACILITATES AN END GOAL
THROUGH THE USE OF DATA”
— DJ PATIL, CHIEF DATA SCIENTIST OF THE U.S.
DATA PRODUCTS

15. “A PRODUCT THAT FACILITATES AN END GOAL
THROUGH THE USE OF DATA”
— DJ PATIL, CHIEF DATA SCIENTIST OF THE U.S.
“ANALYTICS TURNED INSIDE OUT”
DATA PRODUCTS

16. “A PRODUCT THAT FACILITATES AN END GOAL
THROUGH THE USE OF DATA”
— DJ PATIL, CHIEF DATA SCIENTIST OF THE U.S.
“ANALYTICS TURNED INSIDE OUT”
— ZACH
DATA PRODUCTS

17. (NICE IDEA, BUT IS ANYONE REAL DOING THIS STUFF?)
DATA PRODUCTS ARE SIZZLING HOT

18. (NICE IDEA, BUT IS ANYONE REAL DOING THIS STUFF?)
DATA PRODUCTS ARE SIZZLING HOT
$1B

19. (NICE IDEA, BUT IS ANYONE REAL DOING THIS STUFF?)
DATA PRODUCTS ARE SIZZLING HOT
$2B
$1B

20. (NICE IDEA, BUT IS ANYONE REAL DOING THIS STUFF?)
DATA PRODUCTS ARE SIZZLING HOT
$2B
$1B
$26B

21. THREAT
OPPORTUNITY

22. JUICE HELPS BUILD DATA PRODUCT BUSINESSES
healthcare learning and
talent management
UK-based market research to
global brandsmedia brand for comparison
and rankings

23. SEIZE THE DAY
DATA PRODUCTS
^

24. (CAN WE JUST HAVE THE EASY GUIDE TO MAKING MONEY WITH DATA?)
DATA PRODUCT LAUNCH PROCESS

25. (CAN WE JUST HAVE THE EASY GUIDE TO MAKING MONEY WITH DATA?)
DATA PRODUCT LAUNCH PROCESS
LAUNCHDEVELOPDATADESIGNVISION

26. (CAN WE JUST HAVE THE EASY GUIDE TO MAKING MONEY WITH DATA?)
DATA PRODUCT LAUNCH PROCESS
LAUNCHDEVELOPDATADESIGNVISION
WHAT’S WRONG
HOW TO FIX IT

27. VISION
“Imagine a world…”

28. VISION
“Imagine a world…”

29. WHAT’S WRONG
RUNNING HARD TO SATISFY UNHAPPY CUSTOMERS
DEMAND ACCESS TO THEIR DATA
Photograph by Jeffrey Coolidge

30. WHAT’S WRONG
“CUSTOMER REPORTING”
RUNNING HARD TO SATISFY UNHAPPY CUSTOMERS
DEMAND ACCESS TO THEIR DATA
Photograph by Jeffrey Coolidge

31. WHAT’S WRONG
“CUSTOMER REPORTING”
“SELF-SERVICE BUSINESS INTELLIGENCE”
RUNNING HARD TO SATISFY UNHAPPY CUSTOMERS
DEMAND ACCESS TO THEIR DATA
Photograph by Jeffrey Coolidge

32. WHAT’S WRONG
“CUSTOMER REPORTING”
“SELF-SERVICE BUSINESS INTELLIGENCE”
“RAW DATA EXTRACTS”
RUNNING HARD TO SATISFY UNHAPPY CUSTOMERS
DEMAND ACCESS TO THEIR DATA
Photograph by Jeffrey Coolidge

33. HOW TO FIX IT
GOAL: MAKE YOUR CUSTOMERS SMARTER AND
MORE SUCCESSFUL THROUGH DATA

35. “OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”

36. DESIGN
FOR end users,
not BY end-users

37. WHAT’S WRONG
“WE PROVIDE OUR CUSTOMERS WITH 19TABLEAU
DASHBOARDS”

38. HOW TO FIX IT

39. HOW TO FIX IT
CUSTOMER PAIN

40. HOW TO FIX IT
UNIQUE ASPECTS
OF YOUR DATA
CUSTOMER PAIN

41. HOW TO FIX IT
UNIQUE ASPECTS
OF YOUR DATA
VALUE YOU ADD
TO THE DATA
CUSTOMER PAIN

42. HOW TO FIX IT
UNIQUE ASPECTS
OF YOUR DATA
VALUE YOU ADD
TO THE DATA
CUSTOMER PAIN
FOCUSED &
PURPOSEFUL

44. CUSTOMER PAIN
WHO ELSE DO I KNOW, SO I CAN
EXTEND MY PROFESSIONAL
NETWORK

45. CUSTOMER PAIN
WHO ELSE DO I KNOW, SO I CAN
EXTEND MY PROFESSIONAL
NETWORK
UNIQUE ASPECTS OF YOUR DATA
THE LINKEDIN ECONOMIC GRAPH

46. CUSTOMER PAIN
WHO ELSE DO I KNOW, SO I CAN
EXTEND MY PROFESSIONAL
NETWORK
UNIQUE ASPECTS OF YOUR DATA
THE LINKEDIN ECONOMIC GRAPH
VALUE YOU ADD TO THE DATA
IDENTIFY CLOSES CONNECTIONS
AND ONE-CLICK ADD

47. DATA
Your hot data mess can’t
be swept under the rug

49. WHAT DO DATA AND THE ENGLISH NATIONAL TEAM
HAVE IN COMMON?

50. THEY BOTH LOOK GREAT UNTIL YOU PUT THEM
UNDER PRESSURE

51. THE MORE VALUABLE THE
PURPOSE, THE MORE PROBLEMS
YOU’LL FIND IN YOUR DATA.

52. DATA IS AN IMPERFECT
REFLECTION OF REALITY

53. DATA IS AN IMPERFECT
REFLECTION OF REALITY
What do data fields mean in real life?
Where is data missing or sparse?
Does it capture everything you think it does?
How frequently is data captured?
Are steps in the data pipeline that transform
meaning?

54. HOW TO FIX IT
FIND YOUR DATA GURUS…AND TREASURE THEM

55. DEVELOPMENT
bringing your vision to life

56. WHAT’S WRONG
YOUR ENGINEERING TEAM SAYS “NO PROBLEM”
THEY MAY BE THINKING…
1. CREATING A DATA EXPORT
2. DO SOME DATA MODELING (FUN!)
3. BUILD A FEW VISUALIZATIONS (MORE FUN!)

57. DON’T BRING A KNIFE TO A GUNFIGHT

58. DATA JOCKEY
QA ENGINEER
UI/UX DESIGNER
BUSINESS ANALYST
TECHNICAL ARCHITECT
DON’T BRING A KNIFE TO A GUNFIGHT

59. LAUNCH
…is just the beginning

60. WHAT’S WRONG
DATA PRODUCTS ARE TOSSED FROM THE NEST

61. WHAT SHOULD BE
PRODUCT MANAGER
CUSTOMER TRAINING
OPERATIONS & SUPPORT
MAINTENANCE/ENHANCEMENTS
MARKETING
SALES

62. DEDICATED PRODUCT OWNERSHIP
LESSONS FROM “THE HUB”
Single person who owns the product and is
held accountability
Convincing internal account teams was as
hard as selling clients. They response to
competition and real incentives.
START WITH INTERNAL AUDIENCES
Be discerning about which clients to target
first. Identify the early adopters to build your
case studies.
FIND THE LOW-HANGING FRUIT
Don’t underestimate the time, training, and
meetings required to sell your stakeholders
IT’S A SLOG
Clients will want customizations at first. Don’t
chase the money.
MAINTAIN YOUR PRODUCT VISION
Customers don’t want to change from stuff that
works. The solution needs to offer obvious and
dramatic improvements for them to care.
CHANGE IS HARD

63. DATA PRODUCT LAUNCH PROCESS
LAUNCHDEVELOPDATADESIGNVISION
WHAT’S WRONG
HOW TO FIX IT

65. “BITS OF BACON ARE LIKE
THE FAIRY DUST OF THE
FOOD COMMUNITY…

66. “BITS OF BACON ARE LIKE
THE FAIRY DUST OF THE
FOOD COMMUNITY… …YOU DON'T WANT THIS
BAKED POTATO? BRRRING!
NOW IT'S YOUR FAVORITE
PART OF THE MEAL.”

68. 1. DATA PRODUCTS ARE A REAL AND CURRENT
OPPORTUNITY FOR YOUR BUSINESS

69. 1. DATA PRODUCTS ARE A REAL AND CURRENT
OPPORTUNITY FOR YOUR BUSINESS
2. THE SAME OLD REPORT OR DASHBOARD IS NOT A
SOLUTION TO MAKE YOUR CUSTOMERS SMARTER

70. 1. DATA PRODUCTS ARE A REAL AND CURRENT
OPPORTUNITY FOR YOUR BUSINESS
2. THE SAME OLD REPORT OR DASHBOARD IS NOT A
SOLUTION TO MAKE YOUR CUSTOMERS SMARTER
3. DATA PRODUCTS NEED DESIGN-THINKING AND
NURTURING

71. RESOURCES
How to Build Better Data Products: Getting Started
http://www.juiceanalytics.com/writing/building-better-data-products-getting-started
Create Healthcare Data Products for Your Customers Webinar
http://www.juiceanalytics.com/writing/create-healthcare-data-products-for-your-customers
Our Favorite Data Products
http://www.juiceanalytics.com/writing/ourfavoritedataproducts
Popular Data Product Myths
http://www.juiceanalytics.com/writing/product-managers-data-monetization-myths
The Future of Dashboards
http://www.juiceanalytics.com/writing/the-future-of-dashboards
Putting People First in Your Big Data Initiative Ebook
http://www.juiceanalytics.com/writing/putting-people-first-in-your-big-data-initiative
Analytics 3.0 and Data Monetization
http://www.juiceanalytics.com/writing/analytics-30-and-data-monetization
Turning Data Into Product
http://www.juiceanalytics.com/writing/turning-data-into-product
A Checklist for Creating Data Products
http://www.juiceanalytics.com/writing/a-checklist-for-creating-data-products