Data Leaders Who's Who: Iman Behzadian

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Iman Behzadian

General Manager Data Science Products, WooliesX

With over 12 years of experience in the field of data science, Iman Behzadian has established himself as a leading expert in translating business needs to models and developing and maintaining data science products for retail and digital marketing applications. Currently serving as the General Manager of Data Science Products at WooliesX, he leads a team of 110 cross-disciplinary data practitioners to drive innovative data- driven solutions that cater to a range of applications, including multi-touch attribution, personalised offers and content targeting. In this article he shares a wealth of insights on all things leadership and strategy in the data and analytics realm.

During this interview Iman shares insights on all things leadership and strategy in the data and analytics realm:

How do you devise a data strategy? What sets apart the good from the bad?

Devising a data strategy requires careful consideration of several factors, including the organisation's goals, available data sources, budget, and resources. Here are some key steps to follow when creating a data strategy:

• Identify the business goals: Before starting any data- related work, it is essential to understand the organisation's business goals. What does the company want to achieve in the short and long term? How can we translate it to a quantifiable KPI for our day-to- day activities?

• Identify the main stakeholders of the project: Nothing is more disappointing than have a Ferrari parked in the carpark and the client (stakeholder, partner, company) never uses it. It is essential to identify the stakeholders and a key sponsor and understand their needs, concerns, and expectations regarding the organisation's data strategy. This understanding will help you tailor the strategy to meet the stakeholders' needs, gain their buy-in and support, and ensure that the data strategy aligns with the overall business goals.

• Determine the available data: Next, you need to assess the data sources available to you. What data is currently being collected? What data is missing, and how can it be obtained? Evaluating the data sources will help you understand the gaps and limitations of the data available and create a plan for acquiring any missing data.

• Assess the technology landscape: Once you have a good understanding of the data sources, you need to evaluate the technology landscape. What technology is currently being used to store, process, and analyse data? Is it sufficient for the organisation's needs, or are there gaps that need to be filled?

• Define the data governance and security policies: Never have I ever worked in an organisation where they have not aimed to have single source of truth and still, I have not seen this unicorn in action! As part of your data strategy, it is essential to define policies for data governance and security.

• Create a roadmap: Finally, you need to create a roadmap that outlines the steps necessary to achieve the organisation's business goals using data. The roadmap should include milestones, timelines, and resource requirements.

" I believe I was working in the data industry. However, my perception changed over time, and I came to realise that I was actually in the retail industry. As I progressed into higher-level management roles, I began to recognise that I was ultimately working in the people industry. ”

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