1 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 1
David Millrod + ! Clarinetist + ! Whitewater Kayaker + ! Tinkerer & Inventor + ! Entrepreneur 2 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 2
Data democratization 3 3 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHT ROCKET DATA DEMOCRATIZATION VIA STORYTELLING DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 3 INSIGHTROCKET.COM
Data Democratization Allowing everyone in the organization to directly benefit from any data that could lead to improved effectiveness, without the need for intermediaries. 4 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 4
Why is data democratization so important? 5 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 5
61% of marketers do not use marketing analytics to influence their organization’s behavior or actions. DEMAND METRIC RESEARCH CORP. 6 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 6
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. 7 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 7
Even if we had enough analysts … Intermediaries can inhibit speed and creativity decreasing pivotal data-driven decision-making. 8 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 8
Where are we today? 9 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 9
Where are we today? + 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 10 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 10
Citizens in our data democracy Each persona has distinct needs and strengths. + Coder / IT + Data Scientists + Analysts + Knowledge Workers + Information Consumers 11 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 11
Data Resources Each has its strengths and limitations. + Raw Data + Specialized Analytics + Data Warehouse + Platforms (Google Analytics) + Spreadsheets + Data Visualization Software + Reports (push/pull) + Analyst-Created Presentations + Dashboards 12 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 12
Can we simply give appropriate access and call it democratization? Raw Data Data Warehouse Coders / IT Spreadsheets Data Scientists Reports (push/pull) Analysts Dashboards Knowledge Workers Specialized Platforms Information Consumers Data Visualization Software Analyst-Created Presentations 13 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 13
Can we simply give appropriate access and call it democratization? Raw Data Data Warehouse Coders / IT Spreadsheets Data Scientists Reports (push/pull) Analysts Dashboards Knowledge Workers Specialized Platforms Information Consumers Data Visualization Software Analyst-Created Presentations 14 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 14
The Problem Many data citizens cannot independently, safely, and efficiently find out what they need to know. Too few options offer a good mix of: + Simplicity + Flexibility + Safety + Depth 15 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 15
The Risks Simply widening access to data can result in: + Frustration + Wasted Time and Effort + Clogged System Resources + Dissemination of False Interpretations 16 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 16
Who are your Knowledge Workers? 17 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 17
Knowledge Workers 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 18 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 18
Knowledge Worker Resources Raw Data Data Warehouse Coders / IT Spreadsheets Data Scientists Reports (push/pull) Analysts Dashboards Knowledge Workers Specialized Platforms Information Consumers Data Visualization Software Analyst-Created Presentations 19 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 19
Pros and Cons 20 20 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHT ROCKET DATA DEMOCRATIZATION VIA STORYTELLING DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 20 INSIGHTROCKET.COM
Spreadsheets Indispensable, but not the way forward. C O N S P R O S - Minimal interactivity + Ubiquitous - Weak data visualization + Flexible - Error-prone - Poor data governance - Difficult to share - Not scalable 21 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 21
Reports More of a starting than an end point. C O N S C O N S P R O S - Siloed / narrow - Siloed / narrow + Widely available - Often overly verbose - Often overly verbose + Often detailed - Poor or no visuals - Poor or no visuals - If scheduled, create noise - If scheduled, create noise - Lack interpretation - Lack interpretation 22 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 22
Dashboards Vary widely in effectiveness and ROI. C O N S P R O S - Expensive to create + Visual - Not agile + Interactive - Often lack depth + Broad - Minimal interpretation - Often questionable ROI 23 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 23
Specialized Platforms (e.g. GA) More suited to analysts than knowledge workers. C O N S P R O S - Limited breadth of data + Powerful - Limited flexibility + Tightly integrated - Complex beyond basics - Lack of interpretation 24 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 24
Data Visualization: (e.g.Tableau) Breakthrough for analysts, less so knowledge workers. C O N S P R O S - New skill to learn + Powerful - Availability / expense + Flexible - Dependence on structure of available data - Limited room for interpretations 25 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 25
Analyst Presentation Indispensable, but not data democratization. C O N S P R O S - Expense + Context - Limited frequency + Interpretation - Lack of interactivity 26 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 26
Storytelling 27 27 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHT ROCKET DATA DEMOCRATIZATION VIA STORYTELLING DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 27 INSIGHTROCKET.COM
Interactive Storytelling A new way forward: + Engage interest + Convey meaning of data + High-impact dialogue + Motivate action + Maintain interactivity 28 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 28
STORIES ARE JUST DATA WITH A SOUL. DR. BRENE BROWN, UNVERSITY OF HOUSTON 29 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 29
Empowering Analysts Insight Rocket helps transform analysts into storytellers, thereby realizing the potential value of your data. 30 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 30
Best-of-Breed Technologies 31 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 31
Insight Rocket A business intelligence and marketing analytics platform that empowers teams with: + Data Integration + Data Democratization + Data Management + Analytics Storytelling + Intelligent Alerting + Communication/Feedback + Predictive Analysis + And, much more + Data Visualizations 32 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 32
Closing Thoughts 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 33 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 33
T H A N K Y O U David Millrod Managing Partner, Insight Rocket 609.897.0142, DMillrod@InsightRocket.com 34 INSIGHT ROCKET » DATA DEMOCRATIZATION VIA STORYTELLING INSIGHTROCKET.COM 34
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