GoDaddy Revamps BI Tools To Enable Self-Service

GoDaddy Revamps BI Tools To Enable Self-Service

GoDaddy Revamps BI Tools To Enable Self-Service

Domain registrar and web hosting provider GoDaddy generates a lot of data, and it wanted to help its internal users get better insights without requiring intervention from the technical staff.

When your company has 14.5 million customers ranging from businesses to individual consumers, you are accustomed to wrangling quite a lot of data. Enabling your product managers, business users, data scientists, and other professionals inside your company to gain insights and value from that data can be a challenging task.

That's Sharon Graves' job at GoDaddy -- to make it easier for all company users who need to make use of data. Domain registrar and web hosting giant GoDaddy has been helping companies and individuals register their domains and host their web sites almost since the World Wide Web went mainstream in the mid to late 1990s. Founded in 1997, the company had 20% of the world's domains registered as of Sept. 30, 2015, according the company's most recent 10-K report which cites Verisign's Domain Name Industry Brief.

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Graves has served as BI Tools Evangelist for Enterprise Data at GoDaddy for 6 and a half years. In that time Graves has helped move GoDaddy away from being a place where many product managers and business users relied on standard Excel for many of their data analytics needs. Graves has established a few newer platforms at GoDaddy, enabling these users to easily tap into the company's published data sources, find what they need, and find the answers to their own questions without help from a more technical team member.

Specifically, users were looking for business intelligence tools that could enable data exploration to identify trends and to create reports and visualizations. Users needed answers to pretty standard questions, Graves told InformationWeek in an interview. "Standard KPIs, orders, web site visits, anything really. What our end users want is to get better at meeting our customers' needs," Graves said.

For instance, are customers activating the products that they are purchasing? In the order process, is there a place where customers are stumbling? By looking at data around these behaviors, GoDaddy can figure out problems with its ecommerce sales processes.

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"Maybe we defined something incorrectly, or maybe it's confusing," she said. The data can provide product owners with information about what's wrong so they can then fix it.

So enabling user self-service was an important part of the evolving BI strategy at GoDaddy.


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