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The 
HUMAN SIDE 
of 
BUSINESS ANALYTICS 
bit.ly/man-walking
ALYSON MURPHY 
Data Analysis 
MOZ 
@AlysonMurphy 
bit.ly/man-walking
SLIDES 
bit.ly/data-punk14 
bit.ly/man-walking
SOME CONTEXT…
#DataPunk14 @AlysonMurphy
We’ve been GROWING a lot 
#DataPunk14 @AlysonMurphy
And CHANGING a lot 
#DataPunk14 @AlysonMurphy
And CHANGING a lot 
#DataPunk14 @AlysonMurphy
And CHANGING a lot 
#DataPunk14 @AlysonMurphy
Google Analytics Adobe Analytics 
#DataPunk14 
So has our data 
@AlysonMurphy
Gizmo 
Tool Usage & Subscription Info 
seomoz 
Data used moz.com production 
cmoz 
campaign data 
MozMail 
Triggered email data 
Local 
MozLocal data 
#DataPunk14 @AlysonMurphy 
Gizmo 
All Reporting Data 
So has our data 
Adobe Analytics
So has our data 
Email Trello 
#DataPunk14 
@AlysonMurphy
We aren’t there yet though 
#DataPunk14 @AlysonMurphy
We’ve LEARNED a lot 
setting us up to scale 
#DataPunk14 @AlysonMurphy 
bit.ly/book-open
Imagine a 
beach ball
Those colors 
are the 
components 
of your data 
system.
Get Close
Closer
Closer 
Still
That is a lot 
of green!
This is our 
view when we 
start, right? 
Tactical 
In the weeds
Then you 
might branch 
out into 
orange
and yellow
But that’s all 
it is, 
a series of 
colors.
It’s not until 
much later 
that you start 
to see the 
whole picture.
It’s a beach ball. 
It functions. 
It helps you play 
games.
It’s likely it will 
not look like 
this though.
It likely looks 
like this.
There are 
holes.
And some 
parts weren’t 
built to get 
bigger.
Well dang, 
that doesn’t 
hold air.
GOAL 1 
Build the MVB… B 
(minimum viable beach ball) 
@AlysonMurphy 
#DataPunk14
Components of a Data System 
#DataPunk14 
Data 
Infrastructure 
Data 
Integrity 
Data 
Access & 
Visualization 
Infrastructure 
Change Process 
People in 
your Org 
Data 
Utilization 
Process
Data Infrastructure 
Gizmo 
Tool Usage & Subscription Info 
seomoz 
Data used moz.com production 
cmoz 
campaign data 
MozMail 
Triggered email data 
Local 
MozLocal data 
#DataPunk14 @AlysonMurphy 
Gizmo 
All Reporting Data 
Adobe Analytics
Data Integrity 
Spot Check 
at 
Time of Analysis 
#DataPunk14 @AlysonMurphy 
All Systems 
Comprehensively 
Checked 
And Maintained
Data Access & Visualization 
#DataPunk14 @AlysonMurphy
Infrastructure Change Process 
#DataPunk14 @AlysonMurphy
Data Utilization Process 
#DataPunk14 @AlysonMurphy
People in your Organization 
Leverage 
data. 
Pull basic 
reports. 
Ask you to pull 
data. 
Know that data exists. 
#DataPunk14 @AlysonMurphy
GOAL 1 
Build the MVB… B 
(minimum viable beach ball) 
@AlysonMurphy 
#DataPunk14
To optimize the system, 
you may have to 
sub-optimize the subsystem. 
@AlysonMurphy 
#DataPunk14
Generating change is a 
PEOPLE PROBLEM 
(even if the change is technical) 
@AlysonMurphy 
#DataPunk14
Over COMMUNICATE 
what sections you are working on 
(helps with buy-in) 
@AlysonMurphy 
#DataPunk14
Ways to get buy-in 
@AlysonMurphy 
#DataPunk14
Components of a Data System 
#DataPunk14 
Data 
Infrastructure 
Data 
Integrity 
Data 
Access & 
Visualization 
Infrastructure 
Change Process 
People in 
your Org 
Data 
Utilization 
Process
Components of a Data System 
#DataPunk14 
Data 
Infrastructure 
Data 
Integrity 
Data 
Access & 
Visualization 
Infrastructure 
Change Process 
People in 
your Org 
Data 
Utilization 
Process
Components of a Data System 
#DataPunk14 
Data 
Infrastructure 
Data 
Integrity 
Data 
Access & 
Visualization 
Infrastructure 
Change Process 
People in 
your Org 
Data 
Utilization 
Process
Pre-Research Buying Decisions 
@AlysonMurphy 
#DataPunk14
Buying Decision 
1 Define problem 
2 Lay out possible solutions 
3 Research solutions 
4 Make decision on solution 
#DataPunk14 @AlysonMurphy
#DataPunk14 @AlysonMurphy
Components of a Data System 
#DataPunk14 
Data 
Infrastructure 
Data 
Integrity 
Data 
Access & 
Visualization 
Infrastructure 
Change Process 
People in 
your Org 
Data 
Utilization 
Process
Co-create Process and Content 
Changes 
@AlysonMurphy 
#DataPunk14
Process and Content Changes 
1 Define problem 
2 Lay out possible solutions 
3 Research solutions 
4 Make decision on solution 
#DataPunk14 @AlysonMurphy
#DataPunk14 @AlysonMurphy
Components of a Data System 
#DataPunk14 
Data 
Infrastructure 
Data 
Integrity 
Data 
Access & 
Visualization 
Infrastructure 
Change Process 
People in 
your Org 
Data 
Utilization 
Process
Empower Leveling-Up 
@AlysonMurphy 
#DataPunk14
Leveling-Up 
1 Be intentional about the resources 
you give people. 
2 Provide in-person training for people 
who should use data everyday. 
3 Provide optional training for all. 
#DataPunk14 @AlysonMurphy
Ways to Ship 
@AlysonMurphy 
#DataPunk14
MVP vs All-in-one 
@AlysonMurphy 
#DataPunk14
Create dashboards people live in. 
@AlysonMurphy 
#DataPunk14
Ship Your MVP and learn 
#DataPunk14 @AlysonMurphy
Plan Less 
Ship and Iterate More 
@AlysonMurphy 
#DataPunk14
Allow Process Changes to 
Ship Less Than Perfect 
to Let the Organization Learn 
@AlysonMurphy 
#DataPunk14
Ways to Leverage and Empower 
the Many 
@AlysonMurphy 
#DataPunk14
Create a Transparent Process 
Email Trello 
#DataPunk14 
@AlysonMurphy
Teams Self-Prioritize 
List I used to Prioritize Lists Teams Prioritize 
#DataPunk14 @AlysonMurphy
Enable Teams to Use a Framework 
#DataPunk14 @AlysonMurphy
GOAL 2 
Expand the Beach Ball 
@AlysonMurphy 
#DataPunk14
Key Take Away’s 
1. Build the MVBB. 
2. Pre-research buying decisions. 
3. Co-create processes. 
4. Empower leveling up. 
@AlysonMurphy 
#DataPunk14
QUESTIONS? 
Slides: 
bit.ly/data-punk14 
bit.ly/man-walking 
@AlysonMurphy

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Editor's Notes

  1. This is what it’s like to join a new company, right? You come in and start assessing the data infrastructure that are in place, the processes, the people. Then you start to see where to improve.