Guy Taylor: How to Get Cultural Buy-In for Your Data and Analytics Initiative

Booking.com Director of Data Science and Analytics Guy Taylor
shares his tips on scaling data and analytics initiatives from
solid foundations and developing a sound data culture

Scaling data and analytics initiatives successfully can be a
challenge - even for businesses with a rich data culture.


In this week’s episode of the Business of Data Podcast,
Booking.com Director of Data Science and Analytics Guy Taylor
argues that scaling such initiatives successfully relies on
strong data foundations, tying data and analytics initiatives to
business incentives, and understanding the unique data context of
your organization.


“One of the big learnings that I’ve had is that having his kind
of cookie-cutter one-size-fits-all strategy really doesn't work,”
Taylor says. “It’s really important to understand your current
state and your current context. I think that is the thing that
I’m pointing to which I hadn't fully taken into account. Context
is absolutely everything.”
How Data Culture and Data Context Interact

To scale data and analytics initiatives successfully, Taylor
recommends developing a data culture that focuses on breaking
down traditional silos and democratizing data use.


This can be a challenge for many organizations, especially given
that data contexts vary widely across industries.


“It all comes back to the culture,” Taylor explains. “In the
banking environment, for example, because of the regulation and
because of the way that data is really considered to be a key
asset. What you see is power dynamics built up around data
fiefdoms and people really wanting to hold on to control of the
data.”


He continues: “What I’m seeing in the start-up culture, with its
culture of high growth and rapid acceleration is the exact
opposite. It’s that everybody has access, and everyone can do
everything withing the regulatory frameworks that do exist.
Building on Strong Data Foundations

The work of building a strong data culture and shoring up data
foundations never stops. Indeed, because the data landscape is
constantly evolving so to must data culture constantly evolve.


However, striking a balance between driving value through data
and analytics initiatives while continuing to build strong data
foundations can be tricky.


Taylor says that communicating effectively with key stakeholders
on the importance of solid foundations to the ultimate success of
an initiative is imperative.


“It’s about figuring out what the incentives are. Because without
aligning with those objectives, you’re dead in the water,” Taylor
says. “You need to figure out what the incentives are on a
business level, what the incentives at a social level, and what
the incentives at a personal level and align to those.”


He concludes: “If you can figure out how you can inject your
‘how’ into their ‘why’ then you're both winning.”
Key Takeaways


Data culture is everything. The success, or
failure, of data and analytics initiatives relies on a
democratized data culture.


Build your data foundations. To scale
initiatives successfully, data and analytics initiatives must
be built on solid foundations.


Align your ‘how’ with their ‘why’.
Demonstrating how data and analytics initiatives will achieve
business goals is the best way to win support.