Science, Ninjas and Squads - Enabling Data Driven Decisions For Hypergrowth

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By Harrison Gilmore – Skyscanner To achieve hypergrowth you need to abandon conventional wisdom. In 2015 Skyscanner pivoted from having a traditional marketing team to a cross functional growth organisation. This meant no sign offs, no silos and almost complete autonomy for our newly formed growth squads. To make this a success we needed to skill up, make our data widely accessible and help traditional marketers become data driven decision makers. We'll talk about using the scientific method and how we became squads of growth hacking ninjas.

Marketing

Science, Ninjas & Squads
Enabling data driven decisions
for hypergrowth
Harrison Gilmore
Senior Data Scientist

Growth at Skyscanner
Typewriters
Becoming T Shaped
Data Driven Decisions

• Squads and tribes
• Cross functional
• 8 people or less
• Mission focused
• No functional silos
https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/

We organized
ourselves into
central & regional
growth tribes
Central
Growth Tribe
EMEA Regional
Growth Tribe
AMER Regional
Growth Tribe
APAC Regional
Growth Tribe
https://medium.com/@Skyscanner/our-tribes-central-growth-and-regional-growth-9a28c41532f1#.ri13oz319

• Old technology gets replaced and our work changes.
• We can do more on our own and do it faster.
• Time to meaningful action gets reduced dramatically.
• Being data driven is not someone else’s problem.

• Balance of breadth and depth of skills is crucial.
• Functional silos slow us down.
• Becoming T shaped allows us to move faster.
• We have to teach each other.

• Product Market Fit framework
• Automatically scores markets
• Easily compare performance
• Compare scores over time

https://google.github.io/CausalImpact/CausalImpact.html
• SEM ads vs. organic traffic
• Can we show causation?
• Google’s Causal Impact library
• Initial phase of manual analysis
• Created an automated tool

• Cross functional teams solve problems faster.
• Think scale - automate everything you can!
• Help your data scientists to build tools.

Questions?
https://medium.com/@Skyscanner
@SkyscannerGrwth
skyscanner.net/jobs

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