launching data products for fun and profit
TRANSCRIPT
LAUNCHING DATA PRODUCTS FOR FUN & PROFITZACH GEMIGNANI JUICE ANALYTICS
@zachgemignani www.linkedin.com/in/[email protected]
DATA IS THE BACON OFBUSINESS TM
RETURN ON INVESTMENT FOR YOUR BIG DATA PROJECT
*Wikibon — open source research agency
55¢
RETURN ON INVESTMENT FOR YOUR BIG DATA PROJECT
*Wikibon — open source research agency
“DO YOU WANT TO KNOW HOW GOOD BACON IS?
…TO IMPROVE OTHER FOODS THEY WRAP IT IN
BACON”
“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!”
“DO YOU WANT TO KNOW HOW GOOD DATA IS?
…TO IMPROVE OTHER PRODUCTS THEY WRAP IT IN
DATA”
“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!”
DATA PRODUCTS
“A PRODUCT THAT FACILITATES AN END GOALTHROUGH THE USE OF DATA”
DATA PRODUCTS
“A PRODUCT THAT FACILITATES AN END GOALTHROUGH THE USE OF DATA”
— DJ PATIL, CHIEF DATA SCIENTIST OF THE U.S.
DATA PRODUCTS
“A PRODUCT THAT FACILITATES AN END GOALTHROUGH THE USE OF DATA”
— DJ PATIL, CHIEF DATA SCIENTIST OF THE U.S.
DATA PRODUCTS
“A PRODUCT THAT FACILITATES AN END GOALTHROUGH THE USE OF DATA”
— DJ PATIL, CHIEF DATA SCIENTIST OF THE U.S.
“ANALYTICS TURNED INSIDE OUT”
DATA PRODUCTS
“A PRODUCT THAT FACILITATES AN END GOALTHROUGH THE USE OF DATA”
— DJ PATIL, CHIEF DATA SCIENTIST OF THE U.S.
“ANALYTICS TURNED INSIDE OUT”— ZACH
DATA PRODUCTS
(NICE IDEA, BUT IS ANYONE REAL DOING THIS STUFF?)
DATA PRODUCTS ARE SIZZLING HOT
(NICE IDEA, BUT IS ANYONE REAL DOING THIS STUFF?)
DATA PRODUCTS ARE SIZZLING HOT
$1B
(NICE IDEA, BUT IS ANYONE REAL DOING THIS STUFF?)
DATA PRODUCTS ARE SIZZLING HOT
$2B
$1B
(NICE IDEA, BUT IS ANYONE REAL DOING THIS STUFF?)
DATA PRODUCTS ARE SIZZLING HOT
$2B
$1B
$26B
THREAT
OPPORTUNITY
JUICE HELPS BUILD DATA PRODUCT BUSINESSES
healthcare learning and talent management
UK-based market research to global brandsmedia brand for comparison
and rankings
SEIZE THE DAYDATA PRODUCTS^
(CAN WE JUST HAVE THE EASY GUIDE TO MAKING MONEY WITH DATA?)
DATA PRODUCT LAUNCH PROCESS
(CAN WE JUST HAVE THE EASY GUIDE TO MAKING MONEY WITH DATA?)
DATA PRODUCT LAUNCH PROCESS
LAUNCH DEVELOP DATA DESIGN VISION
(CAN WE JUST HAVE THE EASY GUIDE TO MAKING MONEY WITH DATA?)
DATA PRODUCT LAUNCH PROCESS
LAUNCH DEVELOP DATA DESIGN VISION
WHAT’S WRONG
HOW TO FIX IT
VISION“Imagine a world…”
VISION“Imagine a world…”
WHAT’S WRONG
RUNNING HARD TO SATISFY UNHAPPY CUSTOMERS DEMAND ACCESS TO THEIR DATA
Photograph by Jeffrey Coolidge
WHAT’S WRONG
“CUSTOMER REPORTING”
RUNNING HARD TO SATISFY UNHAPPY CUSTOMERS DEMAND ACCESS TO THEIR DATA
Photograph by Jeffrey Coolidge
WHAT’S WRONG
“CUSTOMER REPORTING”“SELF-SERVICE BUSINESS INTELLIGENCE”
RUNNING HARD TO SATISFY UNHAPPY CUSTOMERS DEMAND ACCESS TO THEIR DATA
Photograph by Jeffrey Coolidge
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
HOW TO FIX IT
GOAL: MAKE YOUR CUSTOMERS SMARTER AND MORE SUCCESSFUL THROUGH DATA
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
“OUTCOME APP”
DESIGNFOR end users, not BY end-users
WHAT’S WRONG
“WE PROVIDE OUR CUSTOMERS WITH 19 TABLEAU DASHBOARDS”
HOW TO FIX IT
HOW TO FIX IT
CUSTOMER PAIN
HOW TO FIX IT
UNIQUE ASPECTS OF YOUR DATA
CUSTOMER PAIN
HOW TO FIX IT
UNIQUE ASPECTS OF YOUR DATA
VALUE YOU ADD TO THE DATA
CUSTOMER PAIN
HOW TO FIX IT
UNIQUE ASPECTS OF YOUR DATA
VALUE YOU ADD TO THE DATA
CUSTOMER PAIN
FOCUSED & PURPOSEFUL
CUSTOMER PAIN WHO ELSE DO I KNOW, SO I CAN
EXTEND MY PROFESSIONAL NETWORK
CUSTOMER PAIN WHO ELSE DO I KNOW, SO I CAN
EXTEND MY PROFESSIONAL NETWORK
UNIQUE ASPECTS OF YOUR DATA THE LINKEDIN ECONOMIC GRAPH
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
DATAYour hot data mess can’t be swept under the rug
WHAT DO DATA AND THE ENGLISH NATIONAL TEAM HAVE IN COMMON?
THEY BOTH LOOK GREAT UNTIL YOU PUT THEM UNDER PRESSURE
THE MORE VALUABLE THE PURPOSE, THE MORE PROBLEMS
YOU’LL FIND IN YOUR DATA.
DATA IS AN IMPERFECT REFLECTION OF REALITY
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?
HOW TO FIX IT
FIND YOUR DATA GURUS…AND TREASURE THEM
DEVELOPMENTbringing your vision to life
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!)
DON’T BRING A KNIFE TO A GUNFIGHT
DATA JOCKEY
QA ENGINEER
UI/UX DESIGNER
BUSINESS ANALYST
TECHNICAL ARCHITECT
DON’T BRING A KNIFE TO A GUNFIGHT
LAUNCH…is just the beginning
WHAT’S WRONG
DATA PRODUCTS ARE TOSSED FROM THE NEST
WHAT SHOULD BE
PRODUCT MANAGER CUSTOMER TRAINING OPERATIONS & SUPPORT MAINTENANCE/ENHANCEMENTS MARKETING SALES
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 AUDIENCESBe 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 VISIONCustomers 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
DATA PRODUCT LAUNCH PROCESS
LAUNCH DEVELOP DATA DESIGN VISION
WHAT’S WRONG
HOW TO FIX IT
“BITS OF BACON ARE LIKE THE FAIRY DUST OF THE FOOD COMMUNITY…
“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.”
1. DATA PRODUCTS ARE A REAL AND CURRENTOPPORTUNITY FOR YOUR BUSINESS
1. DATA PRODUCTS ARE A REAL AND CURRENTOPPORTUNITY FOR YOUR BUSINESS
2. THE SAME OLD REPORT OR DASHBOARD IS NOT ASOLUTION TO MAKE YOUR CUSTOMERS SMARTER
1. DATA PRODUCTS ARE A REAL AND CURRENTOPPORTUNITY FOR YOUR BUSINESS
2. THE SAME OLD REPORT OR DASHBOARD IS NOT ASOLUTION TO MAKE YOUR CUSTOMERS SMARTER
3. DATA PRODUCTS NEED DESIGN-THINKING ANDNURTURING
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