Talk on agile analytics, definition of success, multi-disciplinary teams, and transparency. Presented at MeasureCamp XII, London (2018).

1. Agile Analytics
What can we learn from agile
methodologies?
@SimoAhava from @ReaktorNow

2. Agile Analytics
What can we learn from agile
methodologies?
@SimoAhava from @ReaktorNow

3. Simo Ahava
Senior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava

4. Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
That is, while there is value in the items on
the right, we value the items on the left more.
Manifesto for Agile Software Development
(http://agilemanifesto.org/)

5. Agile works in analytics because it promotes
reaction over sticking to plans

6. Agile works in analytics because it promotes
multi-disciplinary teams over silos
Business design
Software
development
AnalyticsCRO UX

7. Agile works in analytics because it promotes
increments over massive releases
Sprint 1 Sprint 2 Sprint 3 Sprint 4
Contact form Server-side validation
Item1
Item2
Item3
Item4
Auto-complete

8. Agile works in analytics because it promotes
feedback loops over tunnel vision
Sprint 1 Sprint 2 Sprint 3 Sprint 4
Contact form Server-side validation
Item1
Item2
Item3
Item4
Auto-complete Inline validation
A/B test, UX and peer reviews, heatmaps, session recordings

9. Data is the lifeblood of the organization. It flows through
all departments, across job titles, permeating the very
fabric of the organization, reinforcing its foundations for
growth. It cannot and should not be contained in one
vector (a dedicated analyst) alone.
Reaktor Blog: 10 Truths About Data
(https://goo.gl/r6pdXB)

10. Idea #1: Collaboration

11. Idea #1: Collaboration
Daily meetings
- A call / stand-up meeting with all
team members
- Discuss key metrics via dashboard
next to the board
- Discuss if there are questions about
analytics implementation for tasks
being worked on
- Avoid "peeking" at experiments that
are on-going and making radical,
unplanned changes to data collection

12. Idea #1: Collaboration
Sprint planning
- Choose stories for the upcoming
sprint
- Discuss whether it’s important to
measure these with analytics tools
- Discuss if it’s necessary to start A/B
tests, etc.
- Choose stories based on potential
value

13. Idea #1: Collaboration
Backlog grooming
- Split / evaluate stories waiting in
the backlog
- Discuss what the Definition of
Success is for these stories
- Discuss how to measure the success
of these stories
- Discuss what the potential value of
each story is

14. Idea #1: Collaboration
Weekly / demo
- Show what’s been done so far
(and is ready for shipping)
- Discuss on-going experiments and
data collection
- Show previous test / data collection
results via a dashboard and/or
prepared presentation
- Discuss organization-wide about the
role of data in the current project

15. Idea #2: Definition of Done
Definition of Done
1. Test coverage extended to cover
the feature
2. Feature documented (only when
necessary)
3. Feature passes code/UX/peer
review

16. Idea #2: Definition of Done
- The Definition of Done is a (living)
list of items that each developed
feature must pass for the sprint to be
deemed successful
- Adding "analytics" to the DoD is a
great way to put measurement to
top-of-mind when developing
features
- It’s important to shape it into "is
discussed" rather than "is done",
because not all features can/should
be measured or tested
Definition of Done
1. Test coverage extended to cover
the feature
2. Feature documented (only when
necessary)
3. Feature passes code/UX/peer
review
4.Feature measurement / testing is
discussed

17. Idea #3: Multi-disciplinary teams
IT
UX
Data
Biz
Marketing
The Project
WORST: Lack of involvement, lack of participation, lack of collaboration, lack of trust.

18. Idea #3: Multi-disciplinary teams
IT
UX
Data
Biz
Marketing
The Project
BETTER: Good communication, lack of shared goals, lack of involvement.

19. Idea #3: Multi-disciplinary teams
The Project
BEST: Transparency, involvement, shared knowledge and skills, constant learning.

20. Idea #3: Multi-disciplinary teams
Any organization that designs a
system (defined broadly) will
produce a design whose structure
is a copy of the organization's
communication structure.
- (Mel) Conway’s law

21. A good consultant should work in a manner that
inevitably makes them redundant.
https://goo.gl/aPvVjb

22. Idea #4: Hire to educate, not to delegate
The Project
BAD: Experts are hired as extra pairs of hands and as reporting tools.

23. Idea #4: Hire to educate, not to delegate
The Project
BEST: Experts work with the team, teaching, facilitating, building processes.

24. A feature is completed when it is done successfully.
https://www.simoahava.com/analytics/definition-of-success/

25. Success is subjective.

26. Success is temporal.

27. Success is non-binary.

28. Definition of Done
Are we doing things right?
Definition of Success
Are we doing the right things?

29. Definition of Done
Are we doing things right?
Definition of Success
Are we doing the right things?

31. simo.ahava@reaktor.com
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava