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Data, simplicity and achieving impact
Vince Darley - @vincedarley
VP Growth, Deliveroo
BoS, London, June 2017
First, some context…
Data, simplicity and achieving impact
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
Our Starter…
Getting started with data…
The	right	
metrics
People
DataSystems
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
Getting started… the right metrics
Getting started… the right metrics
Averages hide opportunities and horrors
Getting started… an example
Product Damage at Ocado
Our Main Course: Really enjoying impact from data
Data science & analytics for actionable insight
Real-time analytics?
Predictive analytics?
Good	Stuff
Effective
Actionable
Predictable
Most such things fail this simple test
Experimentation, Experimentation, Experimentation
© King.com Ltd 2016 – Commercially confidential
Know your Metrics
Engagement then Retention then Monetisation
Avoiding the endless reporting treadmill
… and the endless reporting treadmill
A side-dish of reporting…
Our Dessert: Scaling up
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
Distributed "teams"
• Individuals embedded in business or product
• X-functional sub-teams embedded in business or product
• Very few specialised central teams
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
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…

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