How the analytics team works at TV4 and C More

In this episode of Datadrivet, Joni Lindgren and Jasmin Yaya continue their conversation with David Jurelius. The subject is what has to be in place before a company can experiment with confidence. David lays out the five roles a streaming service needs to collect clean, trustworthy data across many platforms.

1. Analytics engineer. Handles data collection on every platform the service runs on: iOS, Android, Samsung TV, Apple TV, and web apps. David notes this role used to be called the technical digital analyst.
2. Data engineer. Makes sure data from CRM, point of sale, payment systems, and business systems flows into a single data cluster.
3. Digital analyst or business intelligence analyst. Pulls the insights out of the data once it is collected and clean.
4. Data scientist. Builds the statistical and machine learning models on top of that data.
5. Product owner. Knows what the organization needs and prioritizes what gets measured across all the platforms.

A streaming service needs this much structure because of the number of platforms and systems involved. David says the days of popping into Google Analytics for a quick answer are gone. That is why the data has to be documented and access controlled.

David is also clear that the team’s value is not just technical. Answering measurement questions quickly is what makes people feel the analytics team is on their side. The hosts point to Simo Ahava’s blog and Google’s analytics documentation as places to go deeper.

Skipping one of the five roles leaves a gap that shows up later as data you cannot trust.

Listen to the full episode of Datadrivet for David’s breakdown of how the team is built.