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 about what has to be in place before a company can experiment with confidence. The focus here is the team. To collect clean, trustworthy data across many platforms, you need the right roles, and David lays out five.

1. Analytics engineer. Handles the technical side of data collection across every platform the service runs on, from iOS and Android to 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 flows correctly from many different systems, including CRM, point of sale, payment systems, and business systems, 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. Understands what the organization actually needs and prioritizes what gets measured across all the platforms.

The reason a streaming service needs this much structure is the number of platforms and systems involved. The more places you collect data from, the more the simple, fast lookup disappears. As David puts it, the days when you could pop into Google Analytics and quickly pull out an answer are gone. That complexity is exactly why the data has to be documented and access has to be controlled.

David is also clear that the team’s value is not just technical. Strong communication with the rest of the organization matters, and 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.

The takeaway is that clean data at scale is a team sport. Each of the five roles owns a different part of the pipeline, and skipping one leaves a gap that shows up later as data you cannot trust.

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