How to scale Data Ops - Speaker Deck

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How to scale #Data Ops

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- Co-founder, CEO @ Hull.io - Product guy - Advisor, Techstars Mentor - Always tried to unify all the things  github.com/unity  First company name... Unity ¯\_(ツ)_/¯ I’m Romain Dardour

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❤ Unifying Things ❤Automating Stuff

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What is “Data Ops”

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“The data you need  to work in one tool, Is usually in another tool” — Romain Dardour

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Data Ops is Infrastructure More Teams than ever More Tools than ever More Data than ever

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Data Engineers  10X increase  since 2015

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Why scale Data Ops

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1900-1970 Factory Era  The one who produces the most wins 1970-2000 Mass Marketing Era  The one who shouts the loudest wins 2000-2015 Online Marketing Era  The one with the biggest online presence wins 2015+ Personalized Marketing Era  The one with the best usage of data wins

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✅ Collect ✅ Understand Act

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How many have you seen ?

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￫ Attribution ￫ Team Alignment ￫ Reporting ￫ Personalization ￫ Lead Qualification ￫ Customer success ￫ Product Qualified Leads ￫ Growth Experiments ￫ GDPR (Compliance)

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Who scales Data Ops?

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Data engineer ≠ Data Scientist Data Scientist Cleans, massages, organizes (big) data, performs statistics and analysis to develop insights, build models, find patterns, tell stories to stakeholders Data Engineer Develops, constructs, Tests, maintains architectures and large-scale processing systems - Acquire Data - Marry systems together - Recommend ways to Improve Data reliability

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Growth Engineers, BizOps Teams, Demand Gen Teams - Transversal, Horizontal, Growth mindset - All purpose enablers - “Getting things done” focus Skills  SQL & NoSQL, APIs, Python, Ruby, Javascript, Database Systems,  Data Modeling & ETL Tools, MapReduce, Data warehousing.

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When to Scale Data Ops

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Manual customer data integration?

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Automated customer data integration?

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Engineered customer data integration?

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Right Answer:  When it hurts

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CRM == Brain Intimately knowing your customers &  everything about them. Wasn’t that fun?

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Fits Brain & Workday ? Don’t Scale Scale Yep Nope

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How to Scale Data Ops

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Simpler data Complex data ?

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What matters is how customer data is used What experiences can you create from your tools, teams & data?

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Explore orchestration by lifecycle stage & experience OPPORTUNITY LEAD CUSTOMER

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5 steps to maturity Best practices from working with marketing teams

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Warning: Politics

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Developer Ads Analytics Sales Support Email CEO

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Step 0. Get in a room together. No dial-ins. Everyone around a whiteboard. Morning or whole day

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Start Small Define one Initial Goal (You’ll build more later. Walk before you run)

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How could I send an email like this from Intercom? Hi Romain, I noticed you hadn’t got your ticket for Inbound.org for this year. Are you thinking of coming? We’ve a focus this year on in-house speakers, particularly from SaaS. Have you met Hana Abaza from Shopify? You know the deal. 3-days. Resort. Justin’s karaoke. And the weather in London’s really not great in September, so.. Let me know! Darmesh

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Payments Industry Location Hi Romain, I noticed you hadn’t got your ticket for Inbound.org for this year. Are you thinking of coming? We’ve a focus this year on in-house speakers, particularly from SaaS. Have you met Hana Abaza from Shopify? You know the deal. 3-days. Resort. Justin’s karaoke. And the weather in London’s really not great in September, so.. Let me know! Darmesh Friends

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#demo_requests Hana Abaza Head of Marketing Toronto $ Fit: Very Good Signals: Data Warehouse, Salesforce, $SHOP Matching tech: 8 Blog Reader for 2 months   Interested in data warehousing Viewed pricing 3 times this week 1 How could I send a notification like this from Slack?

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Unify   Customer Data

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This is the hardest part

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Incomplete Sources Inaccurate Sources Limited APIs Duplicate Items Legacy Data “Impedence Mismatch” between objects  (i.e Accounts, Companies, Organizations…)

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You must do it right. No Shortcuts. This is what gives you an edge

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Start by unifying all profiles (Identity Resolution) Subscribed to newsletter + Chat conversation  “Can I see a demo?”

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You don't “integrate tools”

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You integrate profiles between tools HubSpot Contact      HubSpot Company Intercom User Intercom Company

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You integrate profile fields between tools HubSpot Contact Ed Fry ed@hull.io Subscribed Head of Growth London, UK Intercom User Ed Fry ed@hull.io

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Map all key profiles & profile data Contact Name Email Lead status Job title Location ...

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Enrich profiles to identify ICPs + Job title + Location + 85 data points

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Build  Custom Logic

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“Qualified lead” Job role = “Marketing” Employees > 30 Segment profiles

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Which drink  got you drunk?

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“Standard Attribution models suck. Let’s build our own”

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For the original source fields, we'd like the highest ranking source & details on the oldest date that any of these events occurred. If two events of the same rank occur, we want the earliest in the day. For the latest source fields, we'd like the highest ranking source & details on the most recent date that any of these events occurred. If two events of the same rank occur, we want the last in the day. Everything has the same logic on the account level, but we of course want the oldest source across all users on that account for the original source and the latest across all for the latest.

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They built it in 1 week

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Synchronize between tools quickly, predictably, reliably

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Which tools to use?

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What’s important isn’t what your data stack  looks like. It’s how connected it is,  and how easy it is to iterate on it. Everything is a loop around the customer profile.

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But... Use Salesforce. Seriously  You'll end up there eventually anyways.

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In 2018 Customer data platforms

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1. Unified customer profile

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2.Transform raw customer data into new traits

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3.Query, build & update segments of customers

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4. Map & sync profile data to all tools (up to real-time)

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Use different CDPs for different data models Enterprise E-Commerce Mobile B2B

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Pick the integration method that works for you Simpler data Complex data

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Prioritize  Fast & Secure  Iteration

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Thanks romain@hull.io