Data Science in Retail: Growing your Capability for Strategic AdvantageENDA RIDGE, PHDHEAD OF ALGORITHMS, UK FMCG
“Data is the new oil”“The sexiest job of the century”
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2
Science
We know what the scientific method is
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4What is Data Science for the Enterprise?
“Data Science is the discipline of discovering data and understanding data to find opportunities, efficiencies and improvements”
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5What is Data Science?
Opportunities in new data sources, new products, new understanding
Efficiencies in automation, process changes, organisation change Improvements in product features, product offerings
Copyright Enda Ridge 2016
“Data Science is the discipline of discovering data and understanding data to find opportunities, efficiencies and improvements”
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6What is Data Science?
“Data Science is the discipline of discovering data and understanding data to find opportunities, efficiencies and improvements”
Copyright Enda Ridge 2016
Data Science uses the scientific method Experiments to test hypotheses Rigorous measurement Making changes and observing effects
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7High maturity organisations
Frame a business hypothesis
Gather and generate data
AnalyseConfirm with experiment
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Data-driven operations
Data-driven products
What Data Science is not…
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8
https://vimeo.com/88093956
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9Data Science Involves Uncertainty
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Data Processes Questions Solutions
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10Data Science Involves New Data
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Surveys Web scrapes Systems Logs 3rd party
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11Data Science involves Varied Activities
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Data joins Visualizations Algorithms Languages
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12Data Science involves Experiments
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17The Enterprise Matrix
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Marketing Sales / Trading Logistics Other
IT, InfoSec, ArchitectureProduct Development
BI & AnalyticsHR & Recruitment
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18The Enterprise Matrix
Copyright Enda Ridge 2016
Marketing Sales / Trading Logistics Other
IT, InfoSec, ArchitectureProduct Development
BI & AnalyticsHR & Recruitment
Data Science
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195 Challenges for Data Science
Org structure & the customer
Enabling the team
Making insights actionable
Integration with the data community
Getting and keeping people
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20Challenge #1: structure and customer
Copyright Enda Ridge 2016
Marketing Sales / Trading Logistics Other
IT, InfoSec, ArchitectureProduct Development
BI & AnalyticsHR & Recruitment
Data Science
You need to demonstrate value fast
But All want to own ‘the sexiest
job of 20th century’ Rebranding Perhaps non-Agile ways of
working Perhaps not ready to execute
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21Action #1: Chief Data Scientist (CDS) Centre of Excellence A Senior Advocate Business Side Clear Engagement
Model ‘Ready’ ‘Done’ Pipeline
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Project
Project
Project
CDS
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22Challenge #2: Enabling the team
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Marketing Sales / Trading Logistics Other
IT, InfoSec, ArchitectureProduct Development
BI & AnalyticsHR & Recruitment
Data Science
You need Data and Technology to do Data Science
But Tradition of control Generally slow Incentivised to maintain
status quo
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23Action #2: build tactical environment Then build out
Scale Permission groups Proxy access Local admin rights Licencing Tech Support Data governance Data feeds
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Lab
Data store
Applications
Dev tools
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24Challenge #3: making insights actionable
Copyright Enda Ridge 2016
Marketing Sales / Trading Logistics Other
IT, InfoSec, ArchitectureProduct Development
BI & AnalyticsHR & Recruitment
Data Science
You need Data Science turned into Algorithms in products
But Own opinions on tech Not familiar with Data
Science methods and code Product lens
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25Action #3: Operating Model
Realistic middle ground Use version control Create ‘integration tests
cases’ Create Data Science
user stories Keep algorithms simple See ‘Guerrilla Analytics’
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Lab Factory
Interfaces
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26Challenge #4: data community
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Marketing Sales / Trading Logistics Other
IT, InfoSec, ArchitectureProduct Development
BI & AnalyticsHR & Recruitment
Data Science
You need access to dataYou need customers
But Gatekeepers Perceived threat Rebranding Confusion with customer
Create Terms of Reference Quick wins Create marketing materials for Data Science Have clear Engagement materials Engage with broader data community (forums, talks etc)
Action #4: Set out your stall
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27
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28Challenge #5: Getting & keeping people
Copyright Enda Ridge 2016
Marketing Sales / Trading Logistics Other
IT, InfoSec, ArchitectureProduct Development
BI & AnalyticsHR & Recruitment
Data Science
You need key hires and the market is competitive
But Existing pay structures Existing job formats Hiring agencies
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29Action #5: Prioritised Hires Less genius, more resilience
and practicality Keep them focused Clear progression structures Establish training budget
Copyright Enda Ridge 2016
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305 Challenges for Data Science
Org structure & the customer
Enabling the team
Making insights actionable
Integration with the data community
Getting and keeping people
Copyright Enda Ridge 2016
#GuerrillaAnalytics http://guerrilla-analytics.net @enda_ridge
31Data Science A practical definition of Data Science and
how retail can benefit Operational and organisational challenges
and conflicts Get started! 5 tips to proving your worth now
Find me on Twitter @enda_ridge #
GuerrillaAnalytics on my blog http
://guerrilla-analytics.net
Copyright Enda Ridge 2016