Upload
calvin-liu
View
39
Download
3
Embed Size (px)
DESCRIPTION
Looker Warby Parker Study
Citation preview
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
SPONSORED BY
How Warby Parker is Creating a Data-Driven Culture
CONTENTS
Introduction 1
Escape from ERP 2
Expand Automation and the Scope of the Data Warehouse 4
&UHDWH�D�8QLȴHG�'DWD�0RGHO�RI�WKH�%XVLQHVV� 5
Expand Data Use Throughout the Company 8
7KH�)XWXUH�RI�:DUE\�3DUNHUȇV�'DWD�'ULYHQ�&XOWXUH� 10
A Snapshot of How Warby Parker Built a Data-Driven Culture
ERP1
STA
GE
ON
E
RetailStore
CustomerService
DigitalMarketingSystems
LookML Integrated Data ModelSQ
L SQL
SQL
Looker User Interfaces: Pivot Tables & Dashboards
MySQL
ERP4
STA
GE
FOU
R
DigitalMarketingSystems
CustomerService
RetailStore
ExternalData
Big DataSources
LookML Integrated Data Model
SQL SQL
SQL
SQL
Looker User Interfaces: Pivot Tables & Dashboards
AmazonRedshift
MySQL
ERP5
STA
GE
FIVE
ERP
MySQL
SQL SQL
SQL SQ
L
SQLSQL
2
STA
GE
TWO
RetailStore
CustomerService
DigitalMarketingSystems
MySQL
SQL SQL
SQL SQ
L
SQLSQL
ERP3
STA
GE
THRE
E
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
1
How
Warby Parker is Creating a D
ata Driven Culture
Introduction
:DUE\� 3DUNHUȇV� MRXUQH\� IURP� DQ� HDUO\� VWDJH� VWDUWXS� WR� D� WKULYLQJ��G\QDPLF��OLIHVW\OH�EUDQG�FRQWDLQV�LPSRUWDQW�OHVVRQV�IRU�FRPSDQLHV�ODUJH�DQG�VPDOO�DERXW�KRZ�WR�FUHDWH�D�SHUYDVLYH�GDWD�GULYHQ�FXO-WXUH��VRPHWKLQJ�WKDW�LV�RIWHQ�GLVFXVVHG�EXW�UDUHO\�VHHQ�LQ�SUDFWLFH�
:DUE\�3DUNHUȇV�FR�IRXQGHUV�1HLO�%OXPHQWKDO�DQG�'DYH�*LOERD�KDYH�VWULYHG� IRU�� DQG� LQVSLUHG�� D� GDWD�GULYHQ� FXOWXUH� VLQFH� WKH� FRPSDQ\�ODXQFKHG�LQ�������+RZHYHU��DV�WKH�FRPSDQ\�JUHZ��D�FOHDU�QHHG�IRU�LQFUHDV-
LQJO\�PDWXUH�GDWD�SUDFWLFHV�DURVH��7KH\�EURXJKW�RQ�/RQ�%LQGHU��QRZ�&72��DQG�&DUO�$QGHUVRQ��'LUHFWRU�RI�'DWD�6FLHQFH�DW�:DUE\�3DUNHU��WR�VSHDUKHDG�WKH�GDWD�PDWXUDWLRQ�SURFHVV��LQ�D�ZD\��WKLV�UHȵHFWV�D�PLFURFRVP�RI�WKH�GHYHORSPHQW�RI�WKH�HQWLUH�%XVLQHVV�ΖQWHOOLJHQFH�LQGXV-
WU\��ΖQ�D�IHZ�VKRUW�\HDUV��:DUE\�3DUNHU�KDV�JRQH�IURP�D�FRPSDQ\�WKDW�ZDV�UXQ�HQWLUHO\�RXW�RI�DQ�(53�DSSOLFDWLRQ��WR�D�ZRUOG�LQ�ZKLFK�WKH�FRPSDQ\ȇV�GHFLVLRQV�DUH�SRZHUHG�E\�D�SUHFLVHO\�GHȴQHG�DQG�LQWHJUDWHG�GDWD�PRGHO�WKDW�LV�XVHG�IRU�GLVFRYHU\�DQG�UHSRUWLQJ�DQG�ZKLFK�KDV�WKH�SRWHQWLDO�WR�EULQJ�WKH�SRZHU�RI�GDWD�WR�EHDU�RQ�HYHU\�SURFHVV�LQ�WKH�EXVLQHVV�
$QGHUVRQ��DXWKRU�RI�Creating a Data Driven Organization��2ȇ5HLOO\���������DQG�%LQGHU�YLHZ�WKH�WUDQVLWLRQ�WRZDUGV�D�PRUH�VRSKLVWLFDWHG�GDWD�RUJDQL]DWLRQ�DV�D�ZRUN�LQ�SURJUHVV��7KH�UHVXOWV�KDYH�DOUHDG\�KDG�D�KXJH�LPSDFW�RQ�:DUE\�3DUNHU�LQ�WKH�IROORZLQJ�ZD\V�
�O &RPSOH[�VSUHDGVKHHWV�WKDW�WRRN�KRXUV�WR�LQWHJUDWH�YDVW�DPRXQWV�RI�GDWD�ZHUH�UHSODFHG� E\� VFDODEOH� DXWRPDWLRQ� WKDW�H[HFXWHV�LQ�PLQXWHV�
�O 7HFKQRORJ\� DQG� VNLOO� ERWWOHQHFNV� ZHUH�UHPRYHG�VR�WKDW�D�PXFK�ODUJHU�JURXS�RI�SHRSOH�DW�WKH�FRPSDQ\�FDQ�H[SORUH�WKH�GDWD�ZLWKRXW�KHOS�IURP�LQWHUQDO�H[SHUWV�
�O $QDO\VWV�FDQ�GULOO�GRZQ�IURP�KLJK�OHYHO�VXPPDULHV� WR� VHH� LQGLYLGXDO� WUDQV-DFWLRQV� XVLQJ� WKH� IDPLOLDU� SLYRW� WDEOH� XVHU�LQWHUIDFH�
�O .H\� GHȴQLWLRQV� RI� EXVLQHVV� FRQFHSWV�ZHUH� PLJUDWHG� IURP� FRPSOH[� VSUHDG-
VKHHW� IRUPXODV� WR� D� VKDUHG� FXUDWHG�PRGHO�WKDW�LPSURYHG�WUDQVSDUHQF\�DQG�DFFXUDF\�DW�WKH�EXVLQHVV�
�O 8VH� RI� QHZ� VRXUFHV� RI� ERWK� H[WHUQDO�DQG� LQWHUQDO� GDWD� KDV� YDVWO\� LQFUHDVHG�EHFDXVH�EULQJLQJ�QHZ�GDWD�WR�EHDU�KDV�EHFRPH�PXFK�HDVLHU�
�O $QDO\VWV�VSHQG�D�PXFK�ODUJHU�SHUFHQW-DJH� RI� WKHLU� WLPH� XQGHUVWDQGLQJ� ZKDW�GDWD� PHDQV� UDWKHU� WKDQ� ZRUNLQJ� WR�FUHDWH� FOHDQ�� LQWHJUDWHG� GDWD� VHWV� DQG� VHUYLFLQJ�RQH�R�GDWD�UHTXHVWV�
�O The speed of decision-making has in-
FUHDVHG� EHFDXVH� TXHVWLRQV� FDQ� DOPRVW�DOZD\V� EH� DQVZHUHG� LPPHGLDWHO\� ZLWK-
RXW�KDYLQJ�WR�ZDLW�WR�IRU�WKH�GDWD�WHDP�WR�JDWKHU�DQG�SUHVHQW�WKH�DSSURSULDWH�GDWD�
Warby Parker’s
decisions are powered by
D�SUHFLVHO\�GHȴQHG�DQG�integrated data model
1
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
2
How
Warby Parker is Creating a D
ata Driven Culture
7KLV�&Ζ72�5HVHDUFK�FDVH�VWXG\�ZLOO�H[SODLQ�KRZ�:DUE\�3DUNHU�DFKLHYHG�WKHVH�UHVXOWV��7KH�VWRU\�ZLOO�FRYHU�WKH�XVH�RI�YDULRXV�WHFKQRORJLHV�WR�FUHDWH�D�GDWD�ZDUHKRXVH�DQG�WKH�XVH�RI�/RRNHU�WR�FUHDWH�DQ�LQWHJUDWHG�PRGHO�WKDW�VXSSRUWV�GLVFRYHU\��DQDO\VLV��DQG�DXWRPDWLRQ�DV�ZHOO�DV�WKH�SURSDJDWLRQ�RI�GDWD�WR�HYHU\�FRUQHU�RI�WKH�FRPSDQ\��$V�SDUW�RI�WKLV�VWRU\�ZH�ZLOO�FRYHU�KRZ�WR�H[HFXWH�WKH�NH\��KLJK�ULVN�VWDJHV�RI� WKLV� MRXUQH\�DQG�RXWOLQH�:DUE\�3DUNHUȇV�YLVLRQ�IRU�WKH�IXWXUH�
Escape from ERP
$V�D�ȴUVW�SULRULW\�:DUE\�3DUNHU� IRFXVHG�RQ�XQGHUVWDQGLQJ�DQG�SOHDVLQJ�FXVWRPHUV��7R�JHW�WKH�EXVLQHVV�JRLQJ�TXLFNO\��:DUE\�3DUNHU�UHOLHG�RQ�DQ�R�WKH�VKHOI�6DD6�EDVHG�(53�V\VWHP�WKDW�ZDV�FUHDWHG�WR�VXSSRUW�HFRPPHUFH��$V�D�UHVXOW�RI�FKRRVLQJ�WKLV�VWUDWHJ\��WKH�FRPSDQ\�ZDV�DEOH�WR�TXLFNO\�JHW�WR�PDUNHW��ZKLFK�ZDV�YLWDO�WR�LWV�VXFFHVV�
$V�WKH�FRPSDQ\�JUHZ��KRZHYHU��WKH�QHHG�IRU�DQDO\]LQJ�EXVLQHVV�UH-
VXOWV�EHFDPH�FUXFLDO��7KH�VROXWLRQ��ZKLFK�DJDLQ�ZDV�H[SHGLHQW��ZDV�WR�H[WUDFW�GDWD�IURP�WKH�(53�V\VWHP�LQWR�VSUHDGVKHHWV�
7KH�ȵRZ�RI�GDWD�ORRNHG�OLNH�WKLV�
ERP
6SUHDGVKHHWV�ZHUH�XVHG�DV�WKH�ZD\�WR�FDSWXUH�WKH�GDWD��LQWHJUDWH�LW��FOHDQ�LW�XS��DQG�GHȴQH�WKH�NH\�PHWULFV�
The solution was
to extract data from
the ERP system into
spreadsheets
Stage 1
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
3
How
Warby Parker is Creating a D
ata Driven Culture
7KLV�DSSURDFK�ZRUNHG�ZHOO�XQWLO� WKH�GDWD�YROXPHV�DQG�QXPEHU�RI�GLHUHQW� WDEOHV�XVHG� LQ�HDFK�VSUHDGVKHHW�JRW�WRR�ODUJH��6SUHDGVKHHWV�WKDW�PDGH�KHDY\�XVH�RI�9/22.83V�DQG�RWK-
HU�IXQFWLRQV�VRPHWLPHV�ZRXOG�WDNH����KRXUV�WR�UXQ��ΖI�VRPHWKLQJ�IDLOHG��WKH�VSUHDGVKHHW�ZRXOG�KDYH�WR�EH�UHVWDUWHG��7KLV�DUFKLWHFWXUH�FRXOG�QRW�VXS-
SRUW�ZLGHVSUHDG�XVH�RI�WLPHO\�GDWD�
ΖQ� 0DUFK� ������ &DUO� $QGHUVRQ� MRLQHG� :DUE\� 3DUNHU� DQG� UDSLGO\�EUDLQVWRUPHG� D� VROXWLRQ�� $QGHUVRQ�� /RQ� %LQGHU� DQG� WKHLU� WHDPV�FKDUWHG� DQ� DQDO\WLFV� HVFDSH� IURP�(53�E\� LQVWLWXWLQJ� DQ� (7/�GDWD�LQWHJUDWLRQ�WRRO�DQG�V\QFLQJ�NH\�WDEOHV�IURP�WKH�(53�V\VWHP�LQWR�D�0\64/�GDWD�ZDUHKRXVH��$QDO\VWV�ZHUH�WDXJKW�WR�PLJUDWH�IURP�KDFN-
LQJ�VSUHDGVKHHWV�WR�XVLQJ�64/�IRU�GDWD�LQWHJUDWLRQ�DQG�FOHDQXS��
7KLV�FUHDWHG�WKH�IROORZLQJ�ȵRZ�RI�GDWD�
7KLV�QHZ�DUFKLWHFWXUH�GUDVWLFDOO\�GHFUHDVHG�WKH�DPRXQW�RI�WLPH�UHTXLUHG�WR�SXOO�DQDO\VLV��7KH�VSUHDGVKHHWV�WKDW�ZHUH�UXQQLQJ�LQ�KRXUV�QRZ�FRXOG�EH�UXQ�LQ�PLQXWHV�EHFDXVH�64/�ZRUNHG�VR�PXFK�IDVWHU�WKDQ�WKH�GDWD�LQWHJUDWLRQ�FRGH�LQ�WKH�VSUHDGVKHHWV��7KH�DQDO\VWV�ZKR�ZHUH�DEOH�WR�XVH�64/�ZHUH�DEOH�WR�GR�D�ORW�PRUH�WKDQ�WKH\�FRXOG�EHIRUH�
ERP
MySQL
SQL SQL
SQL SQ
L
SQLSQL
This new architecture
drastically decreased the
amount of time required
to pull analysis
Stage 2
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
4
How
Warby Parker is Creating a D
ata Driven Culture
Expand Automation and the Scope
of the Data Warehouse
ΖQ� WKH� QH[W� VWDJH�� WKH� GDWD� ZDUHKRXVH� JUHZ� LQ� VFRSH�� $V� :DUE\�3DUNHU�JUHZ��WKH�GDWD�IURP�V\VWHPV�OLNH�*RRJOH�$QDO\WLFV�DQG�RWKHU�FXVWRPHU� VHUYLFH� DQG� GLJLWDO� PDUNHWLQJ� V\VWHPV� SURYLGHG� PRUH�information about customer interactions and the state of the busi-
QHVV�� $W� ȴUVW�� GDWD� IURP� WKHVH� V\VWHPV�ZDV�XVHG� YLD�GDVKERDUGV�RU�E\�H[WUDFWLQJ�GDWD� LQWR� VSUHDGVKHHWV�� 7KH�GDWD� IURP� WKHVH� V\V-WHPV�ZDV�UHSOLFDWHG�LQWR�WKH�GDWD�ZDUHKRXVH�IRU�WKH�VDPH�UHDVRQV�WKDW�GURYH�WKH�UHSOLFDWLRQ�RI�GDWD�IURP�(53�
7KH�UHVXOW�ZDV�D�ȵRZ�RI�GDWD�WKDW�ORRNHG�OLNH�WKLV�
$V�D�UHVXOW�RI�DGGLQJ�PRUH�GDWD��D�KLJKHU�OHYHO�RI�VNLOO�ZDV�UHTXLUHG�WR�ZULWH�64/�WR�LQWHJUDWH�HYHU\WKLQJ��7KH�DQDO\VWV��ZKR�FRXOG�ZULWH�64/�WR�LQWHJUDWH�GDWD�IURP�D�IHZ�WDEOHV��QRZ�KDG�DFFHVV�WR�PDQ\�PRUH�WDEOHV��7KLV�HQKDQFHG�GDWD�ZDUHKRXVH�KHOSHG�H[SDQG�WKH�QXPEHU�RI�UHSRUWV�WKDW�FRXOG�EH�FUHDWHG�
RetailStore
CustomerService
DigitalMarketingSystems
MySQL
SQL SQL
SQL SQ
L
SQLSQL
ERP
This enhanced data
warehouse helped
expand the number of
reports that could be
created
Stage 3
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
How
Warby Parker is Creating a D
ata Driven Culture
5
&UHDWH�D�8QLȴHG�'DWD�0RGHO�RI�WKH�%XVLQHVV$W�WKLV�SRLQW��$QGHUVRQ��%LQGHU��DQG�WKHLU�WHDPV�UHDOL]HG�WKDW�VSUHDGVKHHWV�ZHUH�VWLOO�SOD\LQJ�D�FHQWUDO�UROH�LQ�WUDQVIRUPLQJ�WKH�GDWD�IURP�LWV�UDZ�IRUP�LQWR�WKH�PHWULFV�DQG�PHDVXUHV�WKDW�GURYH�WKH�EXVLQHVV�
.H\� EXVLQHVV� ORJLFȃVXFK� DV� KRZ� VDOHV� FKDQQHOV� DUH� GHȴQHG�� ZKDW�FRQVWLWXWHV�D�FXVWRPHU��KRZ�JLIW�FDUGV�DUH�FRQVLGHUHG�LQ�ERRNLQJVȃZDV�EXULHG� LQ� VSUHDGVKHHWV�� VRPHWLPHV� LQFRQVLVWHQW�ZLWK� FHUWDLQ�HGJH�FDVHV��DQG�QRW�IXOO\�XQGHUVWRRG�
7KHUH�ZHUH�GR]HQV�RI�VXFK�EXVLQHVV�FRQFHSWV� ORFNHG�DZD\� LQVLGH�FRPSOLFDWHG�VSUHDGVKHHW� IRUPXODV��)XUWKHUPRUH��HDFK� OLQH�RI�EXVL-QHVV�KDG�LWV�RZQ�XQLTXH�GHȴQLWLRQ�RI�VRPH�DVSHFW�RI�WKH�EXVLQHVV�ORJLF�
$QGHUVRQ�DQG�%LQGHU�WKHQ�UHDOL]HG�WKDW�WKH�QH[W�VWDJH�ZDV�JRLQJ�WR�EH�WKH�PRVW�FUXFLDO��7KH�EXVLQHVV�VWD�ZDV�GHHSO\�LQWLPDWH�ZLWK�WKH�GDWD�WKH\�ZHUH�XVLQJ��7KH\�LQYHVWHG�D�JUHDW�GHDO�RI�WLPH�DQG�HRUW�FUHDWLQJ�VSHDGVKHHWV�WKDW�UHȵHFWHG�WKH�EXVLQHVV�
“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 sus-
pected 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
$QGHUVRQ�DQG�%LQGHU�ORRNHG�DURXQG�IRU�WKH�ULJKW�WRRO��7KH\�H[SORUHG�WRROV�WKDW�PDGH�YLVXDO-L]DWLRQV�HDV\�WR�FUHDWH��EXW�IRXQG�WKDW�WKH�DQDO\VWV�KDG�D�VWURQJ�DSSHWLWH�IRU�ORRNLQJ�DW�UDZ�GDWD��7KH�YLVXDOL]DWLRQ�WHFKQRORJ\�DOORZHG�WKH�YLVXDOL]DWLRQ�WR�EH�H[SORUHG�EXW�RQO\�SURYLGHG�GDWD�DW�D�VXPPDU\�OHYHO�DQG�GLG�QRW�RHU�VXɝFLHQW�ȵH[LELOLW\��7KH�64/�LQWHUIDFH�DOUHDG\�LQ�KRXVH�ZDV�WRR�GLɝFXOW�WR�XVH��LW�UHTXLUHG�64/�H[SHUWLVH��ZKLFK�IHZ�RQ�VWD�KDG���DQG�OHJDF\�%Ζ�WRROV�ZHUH�QRW�XQGHU�FRQVLGHUDWLRQ�EHFDXVH�WKH�WLPH�WR�YDOXH�DQG�ROGHU�DUFKLWHFWXUH�GLG�QRW�PDWFK�:DUE\ȇV�QHHGV�
$QGHUVRQ�DQG�%LQGHU�H[SHULPHQWHG�ZLWK�/RRNHU�DQG� IRXQG� WKDW� LWV�DELOLW\� WR�PRGHO�GDWD�DQG�SURYLGH�GDWD�GLVFRYHU\�FDSDELOLWLHVȃWKDW� LV�� WR�SUHVHQW�DJJUHJDWH�GDWD� LQ�WDEXODU�DQG�JUDSKLFDO�IRUP�ZKLOH�VWLOO�DOORZLQJ�GULOO�GRZQ�WR�WKH�GHWDLO�UHFRUGVȃZDV�FUXFLDO�IRU�DQDO\VWV��
Key business logic was
buried in spreadsheets
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
6
How
Warby Parker is Creating a D
ata Driven Culture
ΖQ�DGGLWLRQ��WKH�SLYRW�WDEOH�LQWHUIDFH�VXSSRUWHG�H[SORUDWLRQ�XVLQJ�D�IDPLOLDU�XVHU�LQWHUIDFH��ZKLFK�DOORZHG�DQDO\VWV�DQG�HQG�XVHUV�WKH�ȵH[LELOLW\�WR�OHYHUDJH�WKHLU�DGYDQFHG�([FHO�VNLOOV�DQG�SHUIRUP�FRPSOH[�TXHULHV�ZLWKRXW�64/�
7KHQ�WKH�KDUG�ZRUN�EHJDQ��8VLQJ�/RRNHUȇV�/RRN0/�ODQJXDJH�IRU�PRGHOLQJ�GDWD��$QGHUVRQ�DQG� WKH�'DWD�6FLHQFH� WHDP�ZRUNHG�ZLWK�HDFK�GHSDUWPHQW� WR�H[DPLQH� WKH�EXVLQHVV� ORJLF�HPEHGGHG�LQ�WKHLU�VSUHDGVKHHWV�DQG�PRYH�WKDW�ORJLF��ZKHUH�DSSURSULDWH��LQWR�/RRNHU��
ΖW�ZDV�GXULQJ�WKLV�SURFHVV�WKDW�PDQ\�IDVFLQDWLQJ�WKLQJV�ZHUH�GLVFRYHUHG��VXFK�DV�
�O 7KH�VSUHDGVKHHW�GHȴQLWLRQV�RIWHQ�YDULHG�IURP�GHȴQLWLRQV�RI�WKH�PHWULFV�
�O 6SUHDGVKHHWV�RIWHQ�GLGQȇW�DFFRXQW�IRU�HGJH�FDVHV�DQG�FRPSOH[LWLHV�LQ�WKH�GDWD�
6R��RYHU�PDQ\�PRQWKV��WKH�'DWD�6FLHQFH�WHDP�XVHG�/RRN0/�WR�PRGHO�WKH�LPSURYHG�GHȴQL-WLRQV�DQG�WR�EXLOG�FRQȴGHQFH�LQ�WKH�QHZ�PRGHO�DPRQJ�WKH�EXVLQHVV�WHDPV��%LQGHU�FDOOHG�WKLV�SURFHVV�ȊXQLȴFDWLRQ�ȋ�DQG�D�ODUJH�SDUW�RI�WKDW�XQLȴFDWLRQ�LQYROYHG�FUHDWLQJ�D�GDWD�GLFWLRQDU\�
Ȋ:H�NQHZ�WKDW�RXU�XQLȴHG�PRGHO�RI�WKH�EXVLQHVV�ZLWK�WKH�QHZ�GHȴQLWLRQV�RI�PHWULFV�ZRXOG�RQO\�KDYH�WKH�WUDQVIRUPDWLYH�HHFW�WRZDUG�D�GDWD�GULYHQ�FXOWXUH�LI�LW�ZHUH�voluntarily adopted by the analysts. But to get that adoption, they had to trust the
XQLȴHG�PRGHO��DQG�WUXVW�LV�QRW�VRPHWKLQJ�\RX�FDQ�GLFWDWH��LW�KDV�WR�EH�HDUQHG�ȋ�
-Carl Anderson, Director of Data Science
7R�JDLQ�WKDW�WUXVW��WKH\�DGRSWHG�DQ�LWHUDWLYH�SURFHVV�ZRUNLQJ�YHU\�FORVHO\�ZLWK�WKH�EXVLQHVV�WHDPV��7KH\�GLVFXVVHG�WKH�FRUH�ORJLF�IRU�HDFK�PHWULF��WKRXJKW�WKURXJK�HGJH�FDVHV��DQG�JRW�DOLJQPHQW�IURP�RWKHU�WHDPV�LI�GHȴQLWLRQV�GLHUHG��1H[W��WKH\�LPSOHPHQWHG�WKRVH�GLPHQVLRQV�DQG�PHDVXUHV�LQ�/RRN0/�DQG�JHQHUDWHG�DQ�RXWSXW�GDWDVHW�WR�YDOLGDWH�DJDLQVW�WKH�UHIHUHQFH�([FHO�GDWDVHW��7KDW�PHDQW�GLJJLQJ�LQWR�DQ\�GLHUHQFHV��ZRUNLQJ�RXW�LI�LW�ZDV�EHFDXVH�RI�D�GLI-IHUHQFH�LQ�LPSOHPHQWDWLRQ��D�EXJ��RU��LQVWHDG��LI�WKHUH�ZDV�VRPH�HGJH�FDVH�WKDW�KDG�QRW�EHHQ�DFFRXQWHG�IRU��PLVVLQJ�ORJLF��
)LQDOO\��WKH\�UHDFKHG�D�VWDWH�ZKHUH�WKH�YDOXHV�HLWKHU�PDWFKHG�SHUIHFWO\�RU�KDG�D�VPDOO�VHW�RI�GLHUHQFHV�RI�ZKLFK�WKH�URRW�FDXVH�ZDV�FOHDUO\�XQGHUVWRRG��7KH�WHDP�ZDV�FRQȴGHQW�LQ�WKH�VXSHULRU� ORJLF� LPSOHPHQWHG� LQ�/RRN0/��:RUNLQJ�VR�FORVHO\�ZLWK� WKH�EXVLQHVV�RZQHUV�DQG�UHDOO\�XQGHUVWDQGLQJ�DQ\�GLHUHQFHV�LQ�WKH�QXPEHUV�GHYHORSHG�WUXVW�VR�WKDW�WKH�EXVLQHVV�RZQHUV�ZHUH�FRQȴGHQW�WR�VLJQ�R�RQ�/RRN0/�DV�YDOLG�DQG�UHDG\�IRU�XVH�E\�DOO�WKH�DQDO\VWV�
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
7
How
Warby Parker is Creating a D
ata Driven Culture
$V�D�UHVXOW�WKH�GDWD�ȵRZ�ORRNHG�OLNH�WKLV�
7KH�XQLȴFDWLRQ�SURFHVV�PRYHG�WKH�NH\�GHȴQLWLRQV�IURP�VSUHDGVKHHW�FRGH��ZKLFK�KDG�QRW�EHHQ�YHWWHG�RU�GHEXJJHG��LQWR�/RRN0/��8VLQJ�/RRNHU��DQDO\VWV�FRXOG�QRZ�VSHQG�IDU�PRUH�WLPH�H[SORULQJ�WKH�GDWD�DQG�XQGHUVWDQGLQJ�ZKDW�LW�PHDQW�UDWKHU�WKDQ�ZULWLQJ�64/�RU�SUH-
SDULQJ�GDWDVHWV�IRU�DQDO\VLV��
RetailStore
CustomerService
DigitalMarketingSystems
LookML Integrated Data Model
SQL SQL
SQL
Looker User Interfaces: Pivot Tables & Dashboards
MySQL
ERP
Using Looker,
analysts could now
spend far more time
exploring the data and
understanding what it
meant
Stage 4
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
8
How
Warby Parker is Creating a D
ata Driven Culture
ΖQ�DGGLWLRQ��DQDO\VWV�ZKR�FRXOG�QHYHU�ZULWH�64/�FRXOG�QRZ�WUDYHUVH�WKH�HQWLUH�GDWD�PRGHO�
“This new common understanding not only expanded the number of people who
FRXOG�H[SORUH�DQG�EHFRPH�LQWLPDWH�ZLWK�GDWD��%XW�LW�DOVR�KDG�D�SRZHUIXO�HHFW�RQ�KHOSLQJ�GHSDUWPHQWV�XQGHUVWDQG�HDFK�RWKHU��7KH�XQLȴHG�PRGHO�FUHDWHG�D�FRPPRQ�language that improved the speed of decision making.”
-Carl Anderson, Director of Data Science
$V�WKH�XQLȴHG�PRGHO�EHFDPH�DGRSWHG�DQG�XVHG�YLD�/RRNHU��PDQ\�GHOD\V�DVVRFLDWHG�ZLWK�DV-
VHPEOLQJ�GDWD�GLVDSSHDUHG��:KHQ�HPSOR\HHV�DVNHG�D�QHZ�TXHVWLRQ��DQDO\VWV�GLGQȇW�KDYH�WR�SUHSDUH�PRUH�GDWD�DQG�VHW�XS�D�QHZ�PHHWLQJ��7KH\�ZHUH�XVXDOO\�DEOH�WR�SLYRW�DQG�GULOO�WKHLU�ZD\�GRZQ�WR�DQ�DQVZHU�
Ȋ%\�SXWWLQJ�WKH�XQLȴHG�PRGHO�LQWR�/RRNHU��ZH�ZHUH�DEOH�WR�GUDPDWLFDOO\�LQFUHDVH�WKH�amount of time our analysts spend on gaining a deeper understanding rather than
performing complex data prep tasks.”
-Carl Anderson, Director of Data Science
6SUHDGVKHHWV� DUH� VWLOO� XVHG�� EXW�PRVW� RI� WKH� KHDY\� OLIWLQJ� KDSSHQV� LQ� WKH� XQLȴHG�PRGHO� XVLQJ�/RRN0/�
Expand Data Use Throughout the Company
%HFDXVH�GDWD�ZDV�QR� ORQJHU�VR�GLɝFXOW� WR�XVH�DQG� LQFRUSRUDWH� LQWR�GHFLVLRQ�PDNLQJ�� WKH�FRPSDQ\�EHFDPH�KXQJU\�IRU�PRUH�GDWD�
“After Looker became the center of our universe, analysts started asking for demo-
graphic data, geospatial data, and other datasets from outside the company. The
VFRSH�RI�RXU�GDWD�PRGHO�H[SDQGHG�E\�H[WHQGLQJ�RXU�XQLȴHG�PRGHO�XVLQJ�/RRN0/��Once the data arrived, people were quickly able to put it to use.”
-Carl Anderson, Director of Data Science
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
9
How
Warby Parker is Creating a D
ata Driven Culture
7KH�WHDP�DOVR�VWDUWHG�DGGLQJ�ELJ�GDWD�E\�PDNLQJ�ZHE�ORJ�GDWD�DYDLODEOH�WR�WKH�XQLȴHG�PRGHO�YLD�DQ�$PD]RQ�5HGVKLIW�GDWDEDVH��7KH�FRPSDQ\�KDG�GHYHORSHG�D�QHZ�(53�V\VWHP�LQWHUQDOO\�DQG�WKDW�GDWD��ZKLFK�ZDV�LQ�DQRWKHU�GDWDEDVH��DOVR�EHFDPH�DYDLODEOH�WR�WKH�XQLȴHG�PRGHO��
7KH�UHVXOWLQJ�GDWD�ȵRZ�ORRNHG�OLNH�WKLV�
DigitalMarketingSystems
CustomerService
RetailStore
ExternalData
Big DataSources
LookML Integrated Data Model
SQL SQL
SQL
SQL
Looker User Interfaces: Pivot Tables & Dashboards
AmazonRedshift
MySQL
ERPStage 5
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
10
How
Warby Parker is Creating a D
ata Driven Culture
ΖQ�DGGLWLRQ��WKH�DXWRPDWLRQ�FDSDELOLWLHV�RI�/RRNHU�DUH�XVHG�WR�VHQG�UHSRUWV�WR�HDFK�VWRUH��$W�WKH�EHJLQQLQJ�RI�WKH�ZHHN��HDFK�VWRUH�PDQDJHU�KDV�D�GHWDLOHG�SLFWXUH�RI�VDOHV�DQG�FXVWRPHU�LQWHU-DFWLRQV��7KH�VDPH�LV�WUXH�IRU�NH\�UROHV�LQ�WKH�FRPSDQ\�VXFK�DV�SURGXFW�DQG�EUDQG�PDQDJHUV�
Ȋ%\�H[SDQGLQJ�WKH�DZDUHQHVV�RI�WKH�XQLȴHG�PRGHO��QRZ�HYHU\�WHDP�KDV�D�EHWWHU�DZDUHQHVV�RI�KRZ�WKHLU�HRUWV�PDNH�:DUE\�3DUNHU�VXFFHVVIXO��:H�KDYH�D�OLQN�EH-
WZHHQ�WKH�HRUWV�RI� LQGLYLGXDO�FRQWULEXWRUV��ZKR�KDYH�D�EHWWHU�XQGHUVWDQGLQJ�RI�how their contribution moves crucial KPIs.”
-Carl Anderson, Director of Data Science
7KH�)XWXUH�RI�:DUE\�3DUNHUȇV�'DWD�'ULYHQ�&XOWXUH7KH�IXWXUH�RI�:DUE\�3DUNHUȇV�GDWD�GULYHQ�FXOWXUH�FRQWLQXHV�WR� ORRN�XS��5HFHQWO\��WKH�WHDP�GHYHORSHG�D�YLVLRQ�VWDWHPHQW�DERXW�KRZ�WR�FRQWLQXRXVO\�HPERG\�D�GDWD�GULYHQ�PLQGVHW���
“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
$QGHUVRQ�IHHOV�WKDW�VHOI�VHUYLFH�LV�WKH�NH\�WR�IXOO�UHDOL]DWLRQ�RI�D�GDWD�GULYHQ�FXOWXUH�
“By using Looker we took away the need to learn SQL to enable people to do analy-
sis. 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
CITO ResearchAdvancing the craft of technology leadershipAdvancing the craft of technology leadership
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-FDWHG�ZD\�WR�KHOS�SUDFWLWLRQHUV�VROYH�GLɝFXOW�EXVLQHVV�SUREOHPV�
Visit us at http://www.citoresearch.com
11
How
Warby Parker is Creating a D
ata Driven Culture
7KH�QH[W�IURQWLHU�IRU�:DUE\�3DUNHU�LV�WR�DGG�VWDWLVWLFDO�LQIHUHQFH�DQG�SUHGLFWLYH�PRGHOLQJ�DV�ZLGHVSUHDG�SUDFWLFHV��
“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
D�ORW�RI�PDQXDO�HRUW��ZKLFK�GRHVQȇW�VFDOH��7R�EULQJ�WKH�EHQHȴW�WR�WKH�PDVVHV��RXU�future fate relies on the right data toolchain.”
-Lon Binder, CTO
“We need more testing and more statistical inference so we can be more objec-
tive about why something is happening. We want more predictive models, more
forecasting models, more optimization. This should provide a deeper causal under-
standing 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
:DUE\�3DUNHUȇV�MRXUQH\�VKRZV�WKH�SRZHU�RI�GDWD�DQG�WKH�VWHSV�QHHGHG�WR�XQORFN�WKDW�SRZHU��7KH�MRXUQH\�KDV�PXOWLSOH�VWDJHV��QRQH�RI�ZKLFK�DUH�HDV\��0DQ\�FRPSDQLHV�ZLOO�VHHN�WR�FUHDWH�D�GDWD�GULYHQ�FXOWXUH��7KH�RQHV�WKDW�VXFFHHG�ZLOO�GR�VR�EHFDXVH�WKH\�KDYH�WKH�ULJKW�SHRSOH�LQ�SODFH��FKRRVH�WKH�ULJKW�WRROV��DQG�GR�WKH�KDUG�ZRUN�RI�FUHDWLQJ�D�XQLȴHG�XQGHUVWDQGLQJ�WKDW�LV�WKH�IRXQGDWLRQ�RI�D�GDWD�GULYHQ�FXOWXUH�
This paper was created by CITO Research and sponsored by Looker
Build your data-driven culture. Get started with Looker here: Looker.com/trial