GoodData Confidential. 2013 GoodData Corporation. All rights reserved.
June 10, 2014
5 Proven Strategies to successfully launch an analytics product
GoodData Confidential. 2013 GoodData Corporation. All rights reserved.
Kevin Smith, NextWave Performance
Speakers
Cory Vander Jagt, GoodData
GoodData Confidential. 2013 GoodData Corporation. All rights reserved.
Our Discussion
▶Overview ▶Considerations for Success ▶ Monetization Pathway What we see Case Studies ▶ Questions and Answers !
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GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
GoodData is a business analytics Platform as a Service (PaaS) that supports the entire lifecycle of data and analytics, from storage
and data governance to data discovery. !
What Is GoodData?
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
GoodData Corporate Overview
▶ Serving 40,000+ companies ▶ Nearly 300 employees, including 150 engineers ▶ Founded in 2007 ▶ $75.5M in funding ▶ Headquarters in San Francisco ▶ Other offices in Boston, Portland, Prague, Brno !
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!
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GoodData Confidential. 2013 GoodData Corporation. All rights reserved.
Our Customers Think BIG
How do I use analytics to
transform my business?
How do I get critical analytics to
my customers?
What data am I not capitalizing on
yet?
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Embedded Analytics Powered By GoodData
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
40,000+ DWHs under management
99.5% Uptime SLA
85% Adoption
Terabytes of Data under management
100+ Powered By Partners
1,500,000 Data integrations per week
72k
Users at one partner
Security Certified
OUR GOODDATA
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 9
Managing Partner/Co-Founder NextWave Performance
NOW
VP, Product Management/Service Design International Asset Systems
Managing Director EffectiveUI
Director, Solution Design SAP Labs
VP, Product Management Retreon
Sr. Director, Engineer Program Management Qwest (LCI). . .
BEFORE Sr. Director, Product Strategy & UX ServiceSource
I’m Kevin Smith
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 10
This is NextWave Performance
Based in Denver, CO ∙ Established 2005
Product strategy
Performance strategy
“What should this product do and for whom?”“How can I optimize my services and processes”
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
I’ve implemented “Powered By” four times
11
International Asset Systems “Dispatch Manager”
Ad hoc analytics for container logistics
International Asset Systems “Equipment Repair”
Ad hoc analytics for inventory repair
ServiceSource “Renew OnDemand” Offline analytics for sales renewals
DemandBase “Performance Manager”
Analytics for ad campaign management
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
My GoodData implementation statistics
number of successful Powered by GoodData implementations
12
490
100
average days it took from project concept to project implemented
percent of time GoodData was ready before any other part of the product
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
% of times go-to-market issues have had been more problematic than technical issues
13
100
And…
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Poll -
Which best describes your company? 1 - Evaluating embedded analytics or a white-label offering 2 - Currently in the development phase 3 - Development complete, pre-launch 4 - One or more products in market 5 - Don’t know / unsure
Type Your Answer In The Q/A Box
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 15
How do you avoid the major go-to-market mistakes for a Powered By product?
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
You need to plan beyond just the technical detailsDetermine
vision for the analytics within
core product
Perform persona
definition/key questions
Define initial db’s/metrics/
reports needed for personas
Identify data sources for analytics
Perform initial data extracts
Define internal processes
(provisioning, support)
Create initial project
Create ETL processes
QA all calculations for metrics/reports
QA ETL process
Provide training to Sales and
Support teams
Modify contract language (3rd party, SLAs, bench, etc)
Have customers sign
updated contracts
Establish on-going training
system
Sign-off on metrics/reports
Sign-off on ETL
All contracts updated
Update collateral,
logos, ads, etc.
Perform friendly
customer betaGather beta
feedback
Fix issues/roadmap
needs
Start
Ready to on-board users
Implement SSO
Embed BI system in
iFrame in appPerform QA
Determine integration with
product
Determine go-to-market/offer
package, pricing
Develop rollout plan
Pricing strategy
QA inadequate
Marketing plan
Training plan
Customer beta
Change management
Product Definition
1User
Definition
2
Selling plan
3
Legal details
5
Support processes
4
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
!
The Five Proven Strategies for a Successful
Analytics Product Launch
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Know how BI will fit in with the existing product1
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 19
What is the product?
Key Product Decisions We Really Should Have Considered Before Starting Implementation
Who gets to use it?
What’s the tiering/pricing structure?
Is GoodData white-labeled or black-labeled?
How is it sold (same contract, separate paper, etc.)
How are custom requests handled?
How are legacy customers brought on-board?
What is the business problem being solved though the addition of analytics?
1
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 20
What is the product?
Product WorkshopKey Product Decisions We
Really Should Have Considered Before Starting Implementation
Who gets to use it?
What’s the tiering/pricing structure?
Is GoodData white-labeled or black-labeled?
How is it sold (same contract, separate paper, etc.)
How are custom requests handled?
How are legacy customers brought on-board?
What is the business problem being solved though the addition of analytics?
1
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 21
• Decide what you want to be when you grow up
• Select your personas • Develop your pricing/tiering
model • Determine responsibilities • Identify boundaries
The Workshop1
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Decide what you want to be
Framework from Reaching Escape Velocity, Geoffrey Moore, 2012
Differentiate
Neutralize
Optimize
Core Value Key Metric Main Challenge
Separation Unmatchable How far?
Comparability Good enough How fast?
Productivity Best in class How deep?
1
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Because it determines your tactics
Framework from Reaching Escape Velocity, Geoffrey Moore, 2012
Differentiate
Neutralize
Optimize
If you choose Instead of You get
Parity with the competition
vsUnmatchable functionality →
Squandered resources as
competitors quickly catch up
Best-in-class vsGood
enough →Wasted budget
Good enough
vs Best in class →Higher operating
costs than the competition
In this mode
1
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 24
What do you mean by BI?1
You keep using that word. I do not think it means what you think it means.
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Category Types of Analytics Questions Answered
Prescriptive • Optimization
• Randomized testing• What’s the best that can happen?
• What happens if we try this?
Predictive • Predictive modeling/forecasting
• Statistical modeling• What will happen next?
• What is making this happen?
Diagnostic • Data exploration
• Intuitive visuals• Why did this happen?
• What insights can I gain?
Descriptive• Alerts
• Query/drill-down
• Ad hoc reports/scorecards
• Standard reports
• What actions are needed?
• What is the problem?
• How many, often, where?
• What happened?
SOURCE: Disambiguating Analytics, July 2, 2013, Sanjeev Kumar, International Institute for Analytics
SOURCE: Magic Quadrant for Business Intelligence and Analytics Platforms, February 5, 2013, Analyst(s): Kurt Schlegel, Rita L. Sallam, Daniel Yuen, Joao Tapadinhas
Capa
bilit
y
25
What do you mean by BI?1
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Stuff We Won’t Do
Stuff We Won’t Do
Stuf
f We
Won
’t D
oStuff W
e Won’t D
oSet your product boundaries1
The Product
Stuff We’ll Do as Part of the Core
Product
Stuff We’ll Do for an Extra Fee
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Sample pricing & tiering plan
Standard
• Included for all customers
• Uses standard project/template
• No customization
• Users cannot modify dashboards
• No internal or external benchmarking
• 1 year historical data
Plus Pro
• Upgrade from Standard
• Uses standard project/template
• Customization for an additional fee
• Users cannot modify dashboards
• Internal benchmarking included — no external benchmarking
• 2 years historical data
• Upgrade from Standard/Plus
• Uses standard project and is customized per customer needs
• Users can modify dashboards
• Includes external benchmarking
• 3 years historical data
+25% +50%
1+5%
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Go minimal first and evolve1FULL PREDICTIVE for version 1.0!
● De-risks decisions
● Establishes a roadmap for future development
● Allows for emergence
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 30
Who is the user?
Potential BI Users
Your sales team
Your finance team
Your support team
End Users
Executive management
Mid-level management
Front-line users
Reporting analysts
Buyers
Executive sponsor
Implementation owner
Your operations team
2 31
2
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Start with a personaRole or Job Title: VP Customer Advocacy Key Characteristics
“We need to know if customers are unhappy with our service, what aspects of our service, and what we can do to improve performance.”
• Looked to for answers • Is a trusted advisor to the Sales team • Focused on root cause analysis • Uses NPS to track performance
Frustrations and Pain Points
• I feel like I’m operating blindly until the quarterly reviews occur
• I have to rely on others to build reports to tell me what’s going on
• I focus on individual customers & issues that seem to be “hot” that day — I don’t know if these are the right things
• I worry that I’m not making any long-term improvements, just day-to-day tactical fixes
• It takes us way too long to identify trends and patterns in customer usage. By the time we see them, it’s too late..
Questions Other applications Feature requests
• Is customer health trending up or down and why?
• Are there global issues that I can correct to improve retention?
• If I fix the issues, how much uplift do I get?
• How do we compare to everyone else for retention and customer satisfaction?
• SurveyMonkey • MS Excel • NPS tools (Verint, Vovici) • Tableau
• Allow customers with high value and potential issues to be made easily identifiable
• Show trends over time globally, for segments, products, and specific customers.
• Show how I perform relative to peers • Allow me to track corrective actions made
and the resultant performance shifts.
Jon
2
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 32
Use persona questions to determine dashboard and chart priorities
AnalyticGroupNeedPersona
CMO
Marketing Manager
Sales VP
See long-term trends
Understand how budget is spent
ID underserved opportunities
View team performance
Increase customer interest
Neutralize competition
CMO Dashboard
Chart 1Chart 2Chart 3Chart 4Chart 5
Chart 1Chart 3Chart 4Chart 6Chart 7
Chart 1
Chart 7
…
Marketing Dashboard
CMO Dashboard
Marketing Dashboard
2
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Define the Sales rollout strategy3
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 34
How to mess up the sales rollout
1 Failure to provide a schedule
2 Poor communication of capabilities
3 Failure to provide training
4 Lack of boundary details
5 Allowing early demos
now, with 100%
more analytics!
3
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 35
Making Sales successful
• Conduct multiple training sessions (awareness, functionality, processes)
• Keep a running “master metrics list” that all internal users can access
• Prepare “plain-English” definitions for each report, metric, dimension, filter
• Incorporate GoodData training into the core app’s training processes
3
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Put support processes in place4
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 37
Support processes are key to success
SaaS
Ser
vice
s/D
ata
Man
agem
ent
Prov
ision
ing
Trai
ning
Supp
ort
Mar
ketin
g
Fina
nce
Cha
nge
Man
agem
ent
Core Product
BI FunctionalityCompanies focus on this…
…and forget about this (until it’s too late)
4
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 38
Getting the processes right4
Workshop brainstorm
Build mind map of tasks
Create project plan
Make people accountable
Conduct status reviews
Do a walk-through (role-play)
Plan for issues (FMEA/RACI)
EVERYTHING ready?
Launch!
FIX!
yes
no
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 39
Planning for problems4
Process Step
Component(s)
Effected
Failure Mode
Potential Effects
Severity of Failure (1 = low, 10 = high)
Probability of Failure O
ccurrence (1 = low, 10 = high)
Detection Control(s)
Description
Effective-ness of D
etection Controls (1 = high, 10 = low
)
Risk Priority Num
ber (RPN
)
Action Recom
mended Upon
Failure
Responsibility
#5: Submit order to Order Entry group
Order
Order not delivered within 24 hrs of signature
Order not entered into OE system on time
5 8 None 10 400
Contact Sales Rep to get contract delivered
OE manager
Failure Modes chart RACI Matrix
• “When a problem occurs, how are we going to respond?”
• “What kinds of problems might we expect?”
• “Who is responsible for each process step?” • “Who is accountable for each process step?” • “Who is consulted for a given process step?” • “Who is involved at each process step?”
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Anticipate legal and contract scenarios5
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 41
Avoiding pain from lawyers5
I hear you want to want implement a new product that requires me to re-visit all of our contractual obligations to customers.
By next week.
“
”
GoodData Confidential. 2014 GoodData Corporation. All rights reserved. 42
Avoiding pain from lawyers
• Get the legal team in the loop early, update them often
• Ensure that the product’s SLA = analytics’ SLA
• Update contracts to reflect 3rd party data processing
• Consider having customers sign new contracts or amendments
• Think through benchmarkingimplications
5
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
Conduct product definition workshop and define how GoodData will fit in
Create personas and map to workflows
Define sales roll-out strategy
Brainstorm impacted processes, build a plan, review progress regularly
Anticipate legal and contract scenarios
Recap: Strategies for a Successful Launch
4
1
2
3
5
GoodData Confidential. 2014 GoodData Corporation. All rights reserved.
▶ End-to-end program designed from a partnership POV ▶ 100+ implementations = best practices ▶ 50+ unique business models in place ▶ NextWave is available for deeper consulting
Powered By GoodData is a Program
LAUNCH
Product Definition
Product Mgmt Engineering
Marketing/ Product Marketing
Support Sales
Ongoing Marketing & Product Enhancements
PROGRAM EXAMPLE
KEY GROUP
Product Rollout
Enablement
Cross-Functional Teams
GoodData Confidential. 2013 GoodData Corporation. All rights reserved.
Case Studies
Business Model !
Pricing Strategy !
Number of Products !
Uplift !
Result !
Subscription based License + Maintenance
A la carteIncluded in price
2
20% - 30%
11 verticals
20% - 80%
#1 reason people upgrade Fastest growing unit* managed service * self-service
GoodData Confidential. 2013 GoodData Corporation. All rights reserved.
‣ Anonymous benchmarking against industry peers
‣ Include CRM, ERP, and other data sources
‣ Out of the box reporting
‣ Simple dashboards ‣ Basic filtering
1 2 3 4 ‣ Out of the box
reporting ‣ Simple dashboards ‣ Basic filtering
‣ Custom reporting & dashboards
‣ Ad hoc reporting ‣ Filtering ‣ Refresh interval ‣ Notifications
‣ Anonymous benchmarking against industry peers
‣ Include CRM, ERP, and other data sources
Basic Analytics
Premium Analytics
Benchmarking
Additional Data Sources
Powered By GoodData Pathway
GoodData Confidential. 2013 GoodData Corporation. All rights reserved.
‣ Anonymous benchmarking against industry peers
‣ Include CRM, ERP, and other data sources
‣ Out of the box reporting
‣ Simple dashboards ‣ Basic filtering
1 2 3 4 ‣ Out of the box
reporting ‣ Simple dashboards ‣ Basic filtering
‣ Custom reporting & dashboards
‣ Ad hoc reporting ‣ Filtering ‣ Refresh interval ‣ Notifications
‣ Anonymous benchmarking against industry peers
‣ Include CRM, ERP, and other data sources
Basic Analytics
Premium Analytics
Benchmarking
Additional Data Sources
“The #1 reason our customers upgrade.”
“Upsell at the click of a button.”
“Building a $10M+ business practice.” LEADING MEDIA AGENCY
“Instant dashboards.”
Pathway in Practice
GoodData Confidential. 2013 GoodData Corporation. All rights reserved.
Thanks!kevinmichaelsmithcvanderjagt
www.gooddata.comwww.nextwaveperformance.com