Date: 16th November 2017 Location: Keynote Theatre Time: 12:30 - 13:00 Speakers: Ian Tickle / Ross Moncur Organisation: Domo / EY

1. BUILDING A DATA-DRIVEN
CULTURE & TELLING THE STORY
Ian Tickle | SVP & GM EMEA | DOMO
Ross Moncur | Director, Data Analytics | Ernst & Young

2. Mission
Optimise your business in real time by
connecting you to the data and people you need
to improve business results

3. ManagementbyException

4. Built for everyone
MANAGERSCXOs ANALYSTS ITOPS HRSERVICESSALESFINANCE MARKETING
COLLABORATION
PORTIONS OF ENTERPRISE
APPLICATION MARKET
DATA
INTEGRATION TOOLS
DATA
MANAGEMENT
TRADITIONAL BI
& ANALYTICS
+ Open Data Platform
+ Predictive & Prescriptive
+ Mobile-first
+ Any Data, Any User
+ Built-in Collaboration
+ Real-time, Scalable, Secure
Built for ALL users

5. Who is Domo for?
MARKETING
OPERATIONS IT/BI TEAM
Campaign ROI, customer behavior and segmentation,
Cross-channel attribution, brand performance
Team and rep performance, pipeline size and efficiency,
lead flow from marketing, sales forecasting
Production efficiency, cross-org optimization,
division or store comparisons, benchmarking
Executive dashboards, mobile reporting,
user systems provisioning and data governance
SALES

6. HOW DOMO HELPED CREATE A UNIQUE
AND AWARD-WINNING, REAL-TIME DIGITAL
MEASUREMENT AND EVALUATION PLATFORM
CASE STUDY:
DOMO & SAB Miller
Global Digital Reporting Platform

7. WHAT IS A DATA-DRIVEN CULTURE?
An operating environment that seeks to leverage
data whenever and wherever possible
to enhance business efficiency and effectiveness.

8. HOW DATA-DRIVEN IS YOUR ORG?

9. WHAT IF YOU LOST ACCESS TO YOUR DATA?

10. WHO ARE WERE SABMiller….?

11. WHO ARE WERE SABMiller …. and WHAT IS GDRP?
Social
Relationship
Marketing
Social Listening
Web
Ad Serving
All digitally active beer brands
Most corporate assets
+ some non-beer brands
150 Brands 869 Assets 10 +Sources
60 Countries
+ others…
Competitive social media
data from
> 9000 individual data connections, updated daily

12. 10 KEY ISSUES TO OVERCOME
Executive sponsorship
Patchy local digital strategy
Piecemeal access to data
Existing conflicting versions of the truth
General lack of analytics talent
Insufficient automation
Weak data literacy, reliance on agencies
Credential management
Lack of accountability
Fear of failure & transparency
1
2
3
4
5
6
7
8
9
10

13. CREATING THE 4 PILLARS OF DATA CULTURE
MINDSET
SKILLSET DATASET
TOOLSET

14. GDRPwas created to deliver a global solution that enables a
consolidated view across ALLdigital platforms, through the use of a
standardised KPI framework. This allows all brands to view their digital
performancethrough an automated tool in a consistent manner.
If you don’t measure it, you can’t improve it
“ ”
Global Digital Reporting Platform

15. SABMiller Global Digital Engagement Model
Amplification
Advocacy
Consumer
Generated
Content
SABMiller
Content
(People,Actions,Rate,
Frequency,CPS)

16. The challenge…
Ross man, it’s data spaghetti, yeah
SABMiller Global Head of Strategy & Architecture Feb 2014
“ ”

17. What does it deliver?

18. HOW DID WE PLAN TO DRIVE CHANGE
Quick Wins1
Executive
Sponsorship2 Team Structure3
Data-Driven
Meetings4

19. HOW WE FOUND A QUICK WIN
Influential
Audience
Short Time to
Value
Visible
Project
QUICK WIN

20. KEY ATTRIBUTES OF AN EXECUTIVE SPONSOR
Primary beneficiary
Stands to benefit significantly from the
data initiative.
Business leader
Defines what the business needs are &
ensures the initiative delivers value.
Data believer
Has shown an aptitude and
passion to be data-driven.
Influence & authority
Can leverage internal clout to rally
support & add credibility.
Continuity
Is committed for the long haul, not just
the first 3-6 months.
Domo
Executive Sponsor

21. DATA CAN MAKE MEETINGS LESS EFFECTIVE
Indecision
Unexpected results or an
incomplete picture can
raise more questions
than answers
More preparation
Time spent on
preparing data &
visualisations
Not real-time
Delays between when
data is pulled,
analysed, &
presented
Multiple sources
Inaccurate,
conflicting data adds
complexity &
decreases trust
Lack of
comprehension
Time spent trying to
understand & align on
data

22. CHANGING THE MEETING PARADIGM
Preparation
& Delivery
Discussion &
Action
Typical
Meeting
Data-Driven
Meeting
20%
80%
20%
80%
Effort
Effectiveness
Effort
Effectiveness
2x
At least
better

23. WHY? HOW?
SAB DATA STORYTELLING
@analyticshero

24. Hal Varian
Chief Economist
at Google
“The ability to take data—to be able to
understand it, to process it, to extract value
from it, to visualize it, to communicate it—
that’s going to be a hugely important skill in
the next decades."

25. As human beings, we love stories.
Philip Pullman
Author
“After nourishment, shelter, and
companionship, stories are the thing we need
the most in the world.”

26. As analytics experts, we love data.
Stephen Few
Data Viz Expert
“Numbers have an important story to tell. They
rely on you to give them a clear and convincing
voice.”

27. TWO WAYS STORIES BEAT STATISTICS
5%
statistics stories
VS 63% $1.14
statistics story
VS $2.38
More Memorable More Persuasive1 2

28. WHY MERGE DATA WITH STORIES?
Data Story
EMOTIONLOGIC

29. We hear statistics,
but we feel stories

30. Influence
change with
data stories
Engage
CHANGE
@analyticshero
VISUALS
DATA
NARRATIVE

31. DATA STORIES VS. DATA FORGERIES
Data Insight
Explore
Audience
Explain
43%
Explore
InsightData Audience
DATA
STORY
DATA
CUT
@analyticshero
DATA
FORGERY #1

32. DATA STORIES VS. DATA FORGERIES
Data Insight
Explore Explain
43%
Audience
Story
Support
98%↑
Data Audience
DATA
STORY
DATA
CAMEO
@analyticshero
Select
DATA
FORGERY #2

33. DATA STORIES VS. DATA FORGERIES
Data Insight
Explore Explain
43%
Audience
Data Audience
Visualise
A
B
C
D
E
F
G
DATA
STORY
DATA
DECORATION
@analyticshero
DATA
FORGERY #3 No clear
takeaways

34. MATCH THE NARRATIVE TO THE AUDIENCE
Who is the right audience for my data story?
How do I adjust my data story to my audience?
@analyticshero

35. THE JOURNEY TO INDUSTRY LEADING DIGITAL DATA
CAPABILITY
ASSESSMENT
• Internal assessment
of Analytics
capabilities
• Identification of
business needs
SABMiller says:
OPERATIONAL MODEL
• Digital
Development
Standards
• Reference
Architecture
• Data Model & Data
Standards
Capture, Define
and Benchmark
KPIs
Phased roll-out
across Top 25
Brands
Extended Executive
Reporting and
competitor insight
capabilities
Delivery of
Global training
programme
Deploy, Test
and Learn
Enterprise Rollout
roadmap
developed
Development and
agreement of KPI
framework &
formulas
MARKET OVERVIEW OF
ANALYTICS ECOSYSTEM
• Senior Stakeholder
Road Trip
Global roll-out of award winning
unified reporting capability
UNIFIED
REPORTING
“We give
ourselves 2 out of
10 for Digital Data
and BI”
Q1 2016Build/Deploy Q4 2014 Q3/Q4 2015

36. Buzz is a COLLABORATION PLATFORM and is a KEY FEATURE of Domo. Buzz provides real-time insights
with CONVERSATIONS AROUND THE DATA which enable faster, better decisions across the organization
COLLABORATION IS KEY

37. 37
Splash Page – Sign-posts to stories

38. Global Dashboard – an Executive story

39. Brand Performance – a Brand story

40. Content Dashboard – Content story

41. This is not a “Tech Project”
it is “Business Change”
850+ global users,
200+ regular users
600+ people
trained
150 brands using
as single source of
the truth
300 million+ rows
of data, updated
daily,
automatically
New assets and
users added every
week
Measuring against
brand objectives,
aligned to business
goals

42. Identify the right data1
Choose the right visualisations2
Calibrate visuals to your message3
Remove unnecessary noise4
Focus attention on what’s important5
@analyticshero
5 STEPS WE LEARNT FOR BETTER STORYTELLING

43. DATA
NARRATIVE VISUALS
Engage
CHANGE
“Those who tell the
stories rule the world.”
Hopi Indian Proverb

44. THANK YOU
www.linkedin.com/in/ross-moncur/