Streamlined Metrics, Data Pipelines, and Sources of Truth with Analyste

Data is confusing, but it doesn't have to be. Annalise Ashdown Lee breaks down how to distill data and create strong data pipelines.
December 1, 2021
by
Blue background with the Tydo and Analyste logos with white text that says "Distilling data"

Streamlined Metrics, Data Pipelines, and Sources of Truth with Analyste

Annalise Ashdown Lee is the head of business intelligence at Analyste, where her team helps startups distill and manage their data, so they can focus on growth.

Prior to Analyste, Annalise worked in operations across a range of industries spanning apparel, beauty, and health. The Tydo team caught up with Annalise to discuss data pipelines, how she builds custom dashboards, and why brands should work from a single source of truth. 

Distilling Data Into Dashboards 

At Analyste, every client has a different set of needs and a different set of key questions. To dig into those questions, Annalise leverages custom-built dashboards using Tydo’s platform.

Her clients tend to be most interested in retention dashboards and cohorts. After looking at cohort data, they typically ask questions that focus on when customers are coming back and what they’re purchasing across multiple revenue events within a time window.

With cohort analyses, Annalise works directly with clients to define the parameters of each cohort, whether it’s month over month or specific batches of time corresponding to product drops. 

When onboarding new clients, the goal is to set up automated dashboards that deliver actionable insights in real time. But, Annalise notes that the first step is always understanding their questions and pain points on a day to day and week to week cadence. Then, she’ll dive deeper.

“Each client is inherently different. They ask their own set of unique questions, and they hone in on unique metrics. Using Tydo, we can deliver custom solutions.”

Designing Streamlined Pipelines

When Annalise first starts working with a DTC brand, she finds that most of them ask two questions: where’s our data going, and who has access to that data? 

As it relates to the data movement and storage pipelines, Annalise explains that while data sets permanently live in Shopify, she links Shopify to a secure warehouse via end-to-end encryption,  where data can be safely queried and analyzed. 

Then, after understanding the client’s questions, bottlenecks, and ongoing pain points, she determines what sales and demand dashboards already exist and then designs a streamlined, custom solution—created to save a client time and introduce accuracy and consistency into their reporting. 

When it comes to forecasting, Annalise’s approach focuses on mapping the forecast and the calculations that go into it to the brand’s real-time thought process. She adds that the rationale behind forecasting can be quite variable, thus the need for clear and concise mapping.

For example, a client might be focused on optimizing for a retail partnership, looking at a product with strong seasonality, or managing cash. In her words, these use cases all require different calculations and recommendations that are then distilled into custom dashboards.

“Data is often a foreign language to folks. It takes work to get brands on board, but once they get up to speed, they’ll see that their data is extremely powerful.”

Constructing a Single Source of Truth 

Annalise and her team partner with early-stage brands who don’t have full-time data hires, but they do have seemingly endless data needs. With all her clients, she stresses the importance of keeping Shopify clean from an accuracy and security perspective.

If data is changed or handled too much, human error can easily be introduced. And, that only makes analytics more complicated, more expensive, and less accurate. That’s why Annalise recommends working from a single source of truth, in her case leveraging Tydo.

She points out that there’s often a significant need for accuracy and specificity around inventory recommendations because it’s extremely costly to get that wrong. In addition, workforces are increasingly distributed and agile, so teams really do need to be aligned around the same data.

For emerging brands looking to upgrade their data ops, using an Analyste dashboard is faster than starting from scratch with any spreadsheet tool out there. Annalise creates a set of rules so that the data gets cleaned through the same process every time. Put simply, her work drastically reduces the margin of error for emerging brands.

“We start by identifying and isolating our clients’ pain points. Then, we get everyone on the same page by working from a single source of truth.”

Report Cards

Free

Report Cards is a customized glimpse into your business, delivered to your inbox for free.

Report Cards consolidates all your key metrics across platforms for an at-a-glance pulse of your business.

Discover metrics for every team member so they can stay updated with the right data on a daily, weekly and monthly basis.

It's free because we believe everyone should have access to the basics.

Learn more
Base for feature illustration

Portfolio

Portfolio is a hub for analytics across multiple Shopify stores. The perfect tool for agencies.

See an aggregate view of all your data for all your stores in one place.

Make real time assessments on marketing initiatives across every storefront you manage.

Analyze the performance of one store versus another in seconds.

Learn more
Screen 1
Base for feature illustration

Noah Wunsch

Founder & CEO,
Ruby
BOOK PICK
Ramping Your Brand
James F. Richardson, PhD
0:00
2:00
Show transcript
Hide transcript

Paul Voge

Founder & CEO,
Aura Bora
BOOK PICK
High-Hanging Fruit: Build Something Great by Going Where No One Else Will
Mark Rampolla
0:00
2:00
Show transcript
Hide transcript

Andrew Benin

CEO & Cofounder,
Graza
BOOK PICK
Salt Sugar Fat
Michael Moss
0:00
2:00
Show transcript
Hide transcript

Becca Millstein

Cofounder & CEO,
Fish Wife
BOOK PICK
The Secret Life of Groceries Benjamin Lorr
0:00
2:00
Show transcript
Hide transcript

Allie Dempster

Cofounder,
Lupii
BOOK PICK
How to Change Your Mind Michael Pollan
0:00
2:00
Show transcript
Hide transcript

Michael Sharon

Cofounder & CEO,
Taika
BOOK PICK
The Beginning of Infinity
David Deutsch
0:00
2:00
Show transcript
Hide transcript

Michael Wieder

Cofounder, President, & CMO,
LALO
BOOK PICK
The Checklist Manifesto
Atul Gawande
0:00
2:00
Show transcript
Hide transcript

Stefany Nieto

Cofounder,
Mojo Microdose
BOOK PICK
The Immortality Key
Brian Muraresku
0:00
2:00
Show transcript
Hide transcript

Cattie Khoury

BOOK PICK
Extreme Ownership
Jocko Willink and Leif Babin
0:00
2:00
Show transcript
Hide transcript

Alex Onsager

Cofounder & CEO,
Character
BOOK PICK
Competing Against Luck Clayton Christensen
0:00
2:00
Show transcript
Hide transcript

Steph Hon

Founder & CEO,
Cadence
BOOK PICK
Open
Andre Agassi
0:00
2:00
Show transcript
Hide transcript

Katina Mountanos

Founder & CEO,
Kosterina
BOOK PICK
Pour Your Heart Into It
Howard Schultz
0:00
2:00
Show transcript
Hide transcript

Dee Charlemagne

Cofounder,
AVEC
BOOK PICK
Shoe Dog
Phil Knight
0:00
2:00
Show transcript
Hide transcript

Cristina Ros Blankfein

Cofounder,
Swoon
BOOK PICK
Shoe Dog
Phil Knight
0:00
2:00
Show transcript
Hide transcript

Peiman Raf

Cofounder & CEO,
Madhappy
BOOK PICK
Shoe Dog
Phil Knight
0:00
2:00
Show transcript
Hide transcript

Libie Motchan

Cofounder,
Fulton
BOOK PICK
Burn Rate
Andy Dunn
0:00
2:00
Show transcript
Hide transcript

Chris Meade

Cofounder,
Crossnet
BOOK PICK
Double Your Profits
Bob Fifer
0:00
2:00
Show transcript
Hide transcript

Maggy Nyamumbo

Founder,
Kahawa 1893
BOOK PICK
The Big Brand Lie
Eddie Yoon, Nicolas Cole, Christopher Lochhead
0:00
2:00
Show transcript
Hide transcript

David Phan

Founder,
Huppy
BOOK PICK
The Slight Edge
Jeff Olson
0:00
2:00
Show transcript
Hide transcript

Cole Pearsall

Cofounder & Chief Sales Officer,
Acid League
BOOK PICK
Business Stripped Bare Richard Branson
0:00
2:00
Show transcript
Hide transcript

David Fudge

Cofounder & CEO,
Aplos
BOOK PICK
The Big Leap
Gay Hendricks
0:00
2:00
Show transcript
Hide transcript

More about the project

Here at Tydo, we try to highlight DTC founders who run their business in various ways. And, that's because there's no "right" way to run a DTC brand.

This project illustrates exactly that. Whether it's how a founder supports their team or how they talk about mental health in the workplace, every founder has a different approach. How do they discover these different approaches? One way: reading. Discover the greatest books that have changed the way 15+ founders think about or operate their business.

You can also listen to these book picks on Spotify or Anchor.fm.

Brandon Amoroso

Founder & President,
Electriq
GIFT PICK
AM to PM Set
by Brooklinen
For the friend who has everything (or when I have no idea what else to get!) this Brooklinen candle set is my go-to gift. It has a classic look, and each scent gives off a homey, exceptionally cozy vibe—perfect for the winter months.

Juliana Casale

Head of Brand and Community,
Wonderment
GIFT PICK
Desert Planter
by Jungalow
A lot of my friends either have a ton of indoor plants, or aspire to be the kind of person who has tons of indoor plants. Jungalow has a nice little selection of live plants in their online store, and they sell super cute planters like this one to house them in. Instantly add ambiance to any party you attend!

Tom Shea

Cofounder,
Adgile
GIFT PICK
Long Jambys
by Jambys
I try not to show up to a dinner party empty-handed. I love bringing “performance inactivewear”—better known as Jambys!  After a night spent entertaining, every host needs time to sit back, relax, and reset. And, what better way to do that than in a pair of super soft, Jamby joggers?!

Rhian Beutler

CEO/Founder,
Govalo
GIFT PICK
The Mini Essentials
by Brightland
Brightland's capsule sets are one of my favorite things to gift a party host. This set does it all—perfect for a charcuterie board or a drizzle on a crusty loaf of bread. It comes in a beautifully designed gift box that makes you feel like you are giving a gift that everyone can enjoy together and use even after the party is over!

Mike De Santis

Direct of Biz Ops,
Doris Dev
GIFT PICK
Humidifier
by Canopy
With winter right around the corner, you have to make sure your loved ones and friends don't dry out! When the heat comes on, the Canopy Humidifier helps to provide humidity in your home! Plus, the built-in aroma diffuser is a great alternative to candles!

Yair Slasky

Business Operations,
Fondue
GIFT PICK
Sampler Pack
by Olipop
You can never go wrong with Olipop—the soda that tastes good and is good for you! Same-day delivery makes for a perfect last-minute gift! I'll be stocking up on a few Sampler Packs this holiday season.

Robi O’Cleirigh

Marketing Manager,
Relo
GIFT PICK
The Classics Box
by Bad Brownie
Whilst I’ve never needed a party as an excuse to chow down on these bad boys, they’re the perfect gift for your host! Easy to share, and a real crowd pleaser, Bad Brownies are a great go-to, holiday sweet treat.

Arjun Jolly

COO/Cofounder,
adQuadrant
GIFT PICK
Sandwich Thins
by Outer Aisle
A healthy and allergy-conscious addition to any dinner, these delicious cauliflower sandwich thins are a top-notch alternative to bread (gluten free and sugar free). They’ll be a fan favorite at the dinner table.

Never miss an update from Tydo

Thank you! Be on the lookout for updates.
Hmm, something when wrong

Zack Elias

Director, Partnerships,
Plobal Apps
GIFT PICK
Open House Bundle
by Life in Lilac
The name says it all—Open House. This is my go-to gift for anyone hosting during the holidays (and a bottle of wine, of course)! Open House is a clean, crisp scent perfect for every day. If fresh laundry isn’t your vibe and you prefer woodsy/smoky notes, Life in Lilac has plenty of A+ scent options.

Nik Sharma

GIFT PICK
Matcha Variety Pack
by Chamberlain Coffee
No one says no to a good cup of caffeine in the morning. In fact, if there was a way to inject caffeine in my veins, I'd be open to testing that. But, the issue with most caffeine is there's always a crash! The crash sucks... you feel tired and unfocused, you just wanna take a break. This is where matcha comes in... but for those who don't want JUST the taste of green soil, Chamberlain Coffee created the perfect flavored matcha. Emma personally worked on these blends, so you know they taste amazing and just as good (if not better) than they look.

Jessica Grossman

Founder/CEO,
In Social
GIFT PICK
Best Seller Bundle
by Three Ships
Who doesn't want the gift of better and brighter skin? Our friends at Three Ships Beauty are the leaders in natural skincare that actually works! Starting with the bestseller bundle helps giftees discover which products (if not all!) work best for their skin.

Kate Cassidy

Partner Marketing Manager,
Tydo
GIFT PICK
Drizzle & Sizzle
by Graza
I love showing up to a party with a practical gift the host can and will actually use. Graza's Sizzle and Drizzle squeezable olive oil set is a welcome addition to any kitchen—plus, they fit perfectly in a wine bottle sized gift bag.

Marcus Ohanesian

Partners Manager,
Trellis
GIFT PICK
Lastra Holiday Mug
by Vietri
This hand-painted Italian stoneware mug is a great gift for any hot cocoa or coffee drinker! If you want to go the extra mile, include a bag of coffee beans or hot chocolate mix.

Phillip Jackson

Cofounder,
Future Commerce
GIFT PICK
Tile Mat
by Letterfolk
I’ve waxed poetic about Pattern Brands over the last few years—and I’ve quickly fallen for one of their newest brand acquisitions. The Letterfolk Tile Mat is a unique gift for any host. It looks on point in any home. Plus, it’s endless fun to customize!

Maier Bianchi

Founder,
Bemeir
GIFT PICK
Haitian Moringa: Hair, Skin, & Nails Vitamins
by Kreyól Essence
Haitian Moringa vitamins are a versatile gift with multiple uses and beneficial health properties. I love giving the Pineapple Rhum Punch flavor! Introducing items from diverse cultures, especially ones from black-owned businesses that deserve recognition, brings me joy.

Never miss an update from Tydo

Thank you! Be on the lookout for updates.
Hmm, something when wrong