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How Warby Parker is Building a Data-Driven Culture

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CITO Research Advancing the craft of technology leadership How Warby Parker is Creating a Data-Driven Culture SPONSORED BY


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CONTENTS Introduction Escape from ERP Expand Automation and the Scope of the Data Warehouse 1 2 4 5 Expand Data Use Throughout the Company 8 10


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A Snapshot of How Warby Parker Built a Data-Driven Culture 1 STAGE ONE ERP STAGE TWO L SQ L LookML Integrated Data Model SQL L SQ L SQL Digital Marketing Systems Customer Service MySQL SQL L SQ L SQ SQL Retail Store Amazon Redshift SQL MySQL 3 External Data L ERP Big Data Sources SQ L STAGE FIVE SQ SQ Digital Marketing Systems Customer Service SQ Retail Store L SQ L SQL L Looker User Interfaces: Pivot Tables & Dashboards SQ STAGE THREE 4 MySQL SQL MySQL Customer Service SQ 2 ERP STAGE FOUR Retail Store ERP Digital Marketing Systems SQ L LookML Integrated Data Model Looker User Interfaces: Pivot Tables & Dashboards ERP 5


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Advancing the craft of technology leadership Introduction Warby Parker’s - decisions are powered by integrated data model - How Warby Parker is Creating a Data Driven Culture CITO Research - Creating a Data Driven Organization - - The speed of decision-making has in- - 1


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How Warby Parker is Creating a Data Driven Culture CITO Research Advancing the craft of technology leadership Escape from ERP The solution was to extract data from the ERP system into - Stage 1 spreadsheets ERP 2


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Advancing the craft of technology leadership This new architecture drastically decreased the amount of time required to pull analysis How Warby Parker is Creating a Data Driven Culture CITO Research - Stage 2 ERP L L SQ SQ SQL SQ L MySQL SQ L SQL 3


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Advancing the craft of technology leadership Expand Automation and the Scope of the Data Warehouse This enhanced data warehouse helped expand the number of information about customer interactions and the state of the busi- reports that could be - Stage 3 Customer Service ERP Digital Marketing Systems L L SQ SQ SQL L MySQL SQ Retail Store created How Warby Parker is Creating a Data Driven Culture CITO Research SQ L SQL 4


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Advancing the craft of technology leadership Key business logic was How Warby Parker is Creating a Data Driven Culture CITO Research buried in spreadsheets - “We had a choice. If we just put a tool in place that made more data accessible— without a clear, coherent data dictionary—to everyone without some sort of alignment, where would that lead? We were skeptical that it would help and suspected confusion would result and people would stick with their spreadsheets. We realized we had to do the hard work of coming to agreement about the key concepts and metrics we wanted to use to run the business.” Carl Anderson, Director of Data Science - 5


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How Warby Parker is Creating a Data Driven Culture CITO Research Advancing the craft of technology leadership - voluntarily adopted by the analysts. But to get that adoption, they had to trust the -Carl Anderson, Director of Data Science - 6


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How Warby Parker is Creating a Data Driven Culture CITO Research Advancing the craft of technology leadership Stage 4 Retail Store Customer Service Digital Marketing Systems ERP SQ SQL L MySQL SQ L LookML Integrated Data Model Looker User Interfaces: Pivot Tables & Dashboards Using Looker, analysts could now - spend far more time exploring the data and understanding what it meant 7


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Advancing the craft of technology leadership “This new common understanding not only expanded the number of people who language that improved the speed of decision making.” -Carl Anderson, Director of Data Science How Warby Parker is Creating a Data Driven Culture CITO Research - amount of time our analysts spend on gaining a deeper understanding rather than performing complex data prep tasks.” -Carl Anderson, Director of Data Science Expand Data Use Throughout the Company “After Looker became the center of our universe, analysts started asking for demographic data, geospatial data, and other datasets from outside the company. The Once the data arrived, people were quickly able to put it to use.” -Carl Anderson, Director of Data Science 8


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Advancing the craft of technology leadership Stage 5 Big Data Sources External Data Retail Store Digital Marketing Systems Customer Service ERP How Warby Parker is Creating a Data Driven Culture CITO Research MySQL SQ SQL SQL L Amazon Redshift SQ L LookML Integrated Data Model Looker User Interfaces: Pivot Tables & Dashboards 9


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Advancing the craft of technology leadership - how their contribution moves crucial KPIs.” How Warby Parker is Creating a Data Driven Culture CITO Research -Carl Anderson, Director of Data Science “Our goal is to have data embedded into all of our business processes as much as possible. A data-driven culture is objective, tests assumptions, and challenges new ideas to prove themselves. We want people to know they must always have the data to back up what they are trying to do.” -Carl Anderson, Director of Data Science “By using Looker we took away the need to learn SQL to enable people to do analysis. Now they can meet most of their needs for data on their own. Analysts can really do as much as they need to do, create their own dashboards, do their own analyses, and share them by themselves to engage in dialogue and interaction with all the other parts of the business. The key thing is that this self service creates a much richer context for decisions, a deeper understanding of the customer.” -Carl Anderson, Director of Data Science 10


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Advancing the craft of technology leadership “We have created a triple-win concept for our customers, shareholders, and the community by leveraging data from day one. Without the right tools, this required future fate relies on the right data toolchain.” -Lon Binder, CTO How Warby Parker is Creating a Data Driven Culture CITO Research “We need more testing and more statistical inference so we can be more objective about why something is happening. We want more predictive models, more forecasting models, more optimization. This should provide a deeper causal understanding of the business that will be of immense strategic value. For example, we will know how to change our operations and supply chain because our models have made predictions we can rely on.” -Carl Anderson, Director of Data Science Build your data-driven culture. Get started with Looker here: Looker.com/trial This paper was created by CITO Research and sponsored by Looker CITO Research CITO Research is a source of news, analysis, research and knowledge for CIOs, CTOs and other IT and business professionals. CITO Research engages in a dialogue with its audience to capture technology trends that are harvested, analyzed and communicated in a sophisti- Visit us at http://www.citoresearch.com 11


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