Overview

pGoDaddy is a domain registrar and web hosting provider with nearly 19 million customers and more than 9,000 employees worldwide. GoDaddy had and continues to grow at an incredibly rapid rate with terabytes of data coming in daily./p

Supernova Award Category

Next Generation Customer Experience

The Problem

pGoDaddy made a commitment to evolve from being a developer-led community to a customer-first organization that leveraged data to better understand and meet the needs of customers. To do so, GoDaddy would need to get the right customer data consolidated in one place and make it accessible to every employee for data-driven decision making along with fostering a culture of shared owners that encouraged employees to turn to data. /p pThat was no easy task with more than 2,200 business data consumers, approximately 4,800 workbooks with more than 25,000 views supported by approximately 300 published data sources. Including embedded, the enterprise data group oversees data sources 8,400 data sources in our Tableau instance./p

The Solution

pOn the technology side, GoDaddy underwent a large Hadoop deployment, made self-service analytics tools available to every employee with Tableau, and added data catalog from Alation to lower the barrier to gaining a comprehensive view of the customer. /p pGoDaddy has also put processes in place to shift towards a customer data culture that made all the difference. A cross-functional, cross-organizational team meets weekly to define and describe a business glossary that makes customer data easier to interpret by any employee. A team of data stewards certify reports and dashboards for accuracy and publish Unified Data Sets (UDS) to all employees for use in tools like Tableau. /p

The results

pThe UDS has been so successful in the organization that 80% of end-user data needs are now readily available to all in the Alation Data Catalog and re-using existing data assets has eclipsed the need to utilize their BI/BA org for ad hoc development, allowing them to focus on deeper analysis. By making customer data accessible, GoDaddy has created a culture of shared ownership that has empowered them to better understand the customer with data. End-user access via Tableau has increased and users are readily finding the data they need and building their own reports. Data quality, change control, alerting, and other factors are now managed and maintained by the enterprise, ensuring that end-user analytics are well governed with standardized definitions and documentation for end users to access./p

Metrics

ul li80% of end-user data needs are now readily available through Unified Data Sets in the Alation Data Catalog/li liIncreased the productivity of users of data by at least 20%/li liDue to effective data monitoring, Issues are identified within hours vs weeks/months reducing rework and incorrect reporting significantly./li /ul

The Technology

pGoDaddy underwent a large Hadoop deployment, UDS data sources are pushed to Amazon Redshift for rapid analytics. Self-service analytics tools available to every employee with Tableau, and added data catalog from Alation to lower the barrier to gaining a comprehensive view of the customer./p

Disruptive Factor

pUnderpinned by a commitment to leveraging data to better understand and serve customers, an organization built to facilitate well-governed self-service and the fostering of a data culture where everyone is encouraged to dig into the data, GoDaddy has transitioned successfully from a self-described developer led community to a customer-first organization. GoDaddy is one of the rare companies that has successfully built a customer-first culture. The transformation has driven unparalleled revenue results for the domain registry giant over the last 12 months and led to a stock price increase of more than 36%. What’s driving that change./p

Shining Moment

pWe’ve gone from a world where people were spending significant amounts of time searching for the right data to use to a time where the more common question is, “is there a UDS for that?”, and they can ask that question in Alation and find the answer themselves. The group now knows that these are reliable data sources and are confident in using them./p