Data Coaching Programmes

Data Coaches

Many of our clients want to embed data-driven skills and habits into their in-house team ensuring the method of their data-driven marketing delivers productivity at a profitable cadence. Our data coaches ensure the transfer of skills to your team through a program of workshops and scrummastering; helping both your team members and commercial partners, to adopt your agile method. The coach helps the team with the following activities:

  • Question prioritisation
  • Weekly Stand-ups
  • Test & Learn Culture
  • KPI monitoring
  • Team structure design
  • Infrastructure Review
  • Scrum-master
  • Playbook Iteration

Data-Driven disruption

We all know that many of the fastest growing businesses are disrupting established markets using data to inform better decision making.

They have hired the best data scientists and software engineers in the market. They have developed and in some cases open-sourced, great technologies for data preparation and statistical analysis. The next wave of their development is driven by semi-automating their data preparation and statistical routines; before marching towards ‘machine learning’ to remove low-productivity human activity. Developing these data-driven habits in your business can now be done at the enterprise-grade of the disruptors.

We accelerate the change of established businesses operating habits. Our data coaches are your resource for fighting the disruptors with data-driven decisions at the core; by learning and embedding the habits into your marketing and engineering teams.


Training or workshops can ensure that a team understands what behaviours it needs to adopt, but to ensure the habits develop and the method changes, our clients have found it useful to employ a coach to ensure the embedding of the data-driven mentality.

Habits like always attending a meeting with up-to-date knowledge of the current KPI metrics or the cadence measurement of the team’s analyses, make the difference between a team that is aware of agile methodologies and a team that has committed and is working in the data-driven way.


Our simple checklist to the right has stood the test of many programs: There are always gaps in different places in different teams within companies, but the checklist uncovers the weak areas to improve.


As the elements of the checklist are reviewed and improved, so the decisions sometimes, by group workshops, sometimes by specified governance, are recorded in the playbook to enable new and old team members to reference at later dates. We take an iterative approach to the Playbook, but always use it to ensure adherence to process decisions.

1. Business objectives

Be really clear about what the team is trying to achieve commercially.

2. KPIs in stone

Agree a hierarchy of Key Performance Indicators to focus optimisation efforts

3. CMO/CTO collaboration

Do everything you can to ensure teams from both ‘departments’ are working together

4. Test & learn culture

Earnestly agree that testing hypotheses faster is the way to iterate commercial success

5. Incremental gains

Agree that iterating your way through incremental gains is the recipe for success

6. List & prioritise questions

Record ALL questions and hypotheses from internal and external sources – prioritise them

7. Flexible analysts

Deploy your data analysts on parallel investigations, this gives fresh perspectives

8. Always-on data warehouse & models

Make all data always available; democratisation of data produces innovative tests

9. Dashboard

Always know your team’s numbers, get the dashboard on your smartphone

10. Weekly scrum, scrum-master

Improve ‘test & learn’ cadence with a weekly stand-up meeting & data coach