insight rocket data democratization via storytelling … · 2015. 5. 13. · coders / it data...
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INSIGHTROCKET.COM 1 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING 1
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David Millrod +! Clarinetist +! Whitewater Kayaker +! Tinkerer & Inventor +! Entrepreneur
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Data democratization
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Allowing everyone in the organization to directly benefit from any data that could lead to improved effectiveness, without the need for intermediaries.
Data Democratization
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Why is data democratization so important?
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61% of marketers do not use marketing analytics to influence their organization’s behavior or actions.
DEMAND METRIC RESEARCH CORP.
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By 2018, the United States alone could face a shortage of 140,000 to 190,000 people with deep analytics skills and a shortage of 1.5 million managers and analysts who have the ability to understand…data. MCKINSEY & CO.
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Even if we had enough analysts…
Intermediaries can inhibit speed and creativity decreasing pivotal data-driven decision-making.
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Where are we today?
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+ Most decision-makers need help from analysts when important questions arise
+ Most analysts need help from coders / IT to access, analyze, and visualize new types of data
Where are we today?
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Each persona has distinct needs and strengths. + Coder / IT + Data Scientists + Analysts + Knowledge Workers + Information Consumers
Citizens in our data democracy
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Each has its strengths and limitations. + Raw Data + Data Warehouse + Spreadsheets + Reports (push/pull) + Dashboards
Data Resources
+ Specialized Analytics + Platforms (Google Analytics) + Data Visualization Software + Analyst-Created
Presentations
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Raw Data Data Warehouse
Spreadsheets Reports (push/pull)
Dashboards Specialized Platforms
Data Visualization Software Analyst-Created Presentations
Can we simply give appropriate access and call it democratization?
Coders / IT Data Scientists Analysts Knowledge Workers Information Consumers
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Raw Data Data Warehouse
Spreadsheets Reports (push/pull)
Dashboards Specialized Platforms
Data Visualization Software Analyst-Created Presentations
Can we simply give appropriate access and call it democratization?
Coders / IT Data Scientists Analysts Knowledge Workers Information Consumers
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Many data citizens cannot independently, safely, and efficiently find out what they need to know. Too few options offer a good mix of: + Flexibility + Depth
The Problem
+ Simplicity + Safety
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Simply widening access to data can result in: + Frustration + Wasted Time and Effort + Clogged System Resources + Dissemination of False Interpretations
The Risks
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Who are your Knowledge Workers?
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Who are they today in your organization? We need to empower them by: + Helping them become more effective and efficient + Converting more passive Information Consumers
into Knowledge Workers
Knowledge Workers
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Raw Data Data Warehouse
Spreadsheets Reports (push/pull)
Dashboards Specialized Platforms
Data Visualization Software Analyst-Created Presentations
Knowledge Worker Resources
Coders / IT Data Scientists Analysts Knowledge Workers Information Consumers
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Pros and Cons
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C O N S - Minimal interactivity - Weak data visualization - Error-prone - Poor data governance - Difficult to share - Not scalable
Indispensable, but not the way forward. P R O S + Ubiquitous + Flexible
Spreadsheets
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More of a starting than an end point. P R O S + Widely available + Often detailed
Reports
C O N S - Siloed / narrow - Often overly verbose - Poor or no visuals - If scheduled, create noise - Lack interpretation
C O N S - Siloed / narrow - Often overly verbose - Poor or no visuals - If scheduled, create noise - Lack interpretation
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Vary widely in effectiveness and ROI. P R O S + Visual + Interactive + Broad
Dashboards
C O N S - Expensive to create - Not agile - Often lack depth - Minimal interpretation - Often questionable ROI
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More suited to analysts than knowledge workers. P R O S + Powerful + Tightly integrated
Specialized Platforms (e.g. GA)
C O N S - Limited breadth of data - Limited flexibility - Complex beyond basics - Lack of interpretation
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Breakthrough for analysts, less so knowledge workers. P R O S + Powerful + Flexible
Data Visualization: (e.g.Tableau)
C O N S - New skill to learn - Availability / expense - Dependence on structure of
available data - Limited room for interpretations
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Indispensable, but not data democratization. P R O S + Context + Interpretation
Analyst Presentation
C O N S - Expense - Limited frequency - Lack of interactivity
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Storytelling
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A new way forward: + Engage interest + Convey meaning of data + High-impact dialogue + Motivate action + Maintain interactivity
Interactive Storytelling
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STORIES ARE JUST DATA WITH A SOUL.
DR. BRENE BROWN, UNVERSITY OF HOUSTON
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Insight Rocket helps transform analysts into storytellers, thereby realizing the potential value of your data.
Empowering Analysts
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Best-of-Breed Technologies
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A business intelligence and marketing analytics platform that empowers teams with: + Data Integration + Data Management + Intelligent Alerting + Predictive Analysis + Data Visualizations
Insight Rocket
+ Data Democratization + Analytics Storytelling + Communication/Feedback + And, much more
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Data democratization requires commitment. + Understand your organization’s data personas + Identify appropriate resources by persona + Design from the ground up for democratization + Measure your data democratization progress
Closing Thoughts
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T H A N K Y O U
David Millrod Managing Partner, Insight Rocket
609.897.0142, [email protected]