workingwithdata_ebook_april21_awc2op 4

TREATING DATA AS A PRODUCT
Animoto is a cloud-based, DIY video creation solution
that makes it easy to make impressive videos in minutes.
Option 2.5: The ‘hybrid’ data team
Taking a different approach, Animoto decided on a ‘hybrid’ between
centralized and distributed structures. Describing their system as ‘semiembedded’,
Animoto has a central analytics team while at the same time
equipping other teams with data ‘ambassadors’.
The ambassadors are responsible for data analytics within each team, as well
as coordinating a unified approach to data for the company overall. The
system works well, and means that Animoto has the best of both worlds
when it comes to the structure of their data function.
“On each team, we have somebody who is an ambassador. We’re
trying to democratize the data and we trust this person to be
more advanced and to help the other members of the team with
data analytics.” – Animoto
27