Хороший аналитик участвует в принятии решений — подкаст My Marketing Machine (MMM)

Is analytics a science or an art? We believe it's both. In this episode, we'll discuss the role of analytics in the modern world and the latest trends in this field. Today, our guest is a true expert—Kirill Nikolaev, Director of Analytics at Tinkoff. We'll discuss his fifteen-year career at Yandex and his new position at Tinkoff. An episode of the "It Counts" podcast with Evgeny Kozlov, Yandex Fellow and former CDO of Yandex Go https://tinkoff.mave.digital/ep-11 Recommendations from Kirill: The book "KPIs That Will Kill Your Business" by Svyatoslav Biryulin The book "Choosing the Strongest" "How a Leader Makes Key Decisions About People" by Claudio Fernandez-Aráoz "Heart of a Dog" by Mikhail Bulgakov Timecodes: 00:00 Start of podcast 00:27 Kirill Nikolaev on starting his career at CERN 04:35 Kirill on participating in the ATLAS experiment 06:14 AntiSEO service and the fight against fraud 08:47 Developing the commercial search engine Yandex 13:03 An analyst helps businesses make decisions 14:11 Creating the Yandex Direct advertising system 16:46 User acquisition and evolution 20:33 Complex analytics 24:10 Brand cannibalization 26:10 Building analytics in a company 29:50 Candidate evaluation criteria for hiring 31:53 The elevator problem 33:29 Business expects analysts to make decisions 35:28 Data-Driven Decision Making 37:11 Advantages of an A/B Platform 41:33 One Platform for Different Services 43:19 Alternatives to Deprecated Tools 45:07 Sharing Experiences Between Companies 46:58 Kirill on His Onboarding Experience at Yandex 49:59 Tinkoff Educational Programs 52:05 Should a Manager Dive into Details? 54:03 The Future of the Russian Analytics Market 57:09 Data Complexity Will Grow 01:00:34 Summing Up