Meet our Enterprise, Data Analytics & Business Intelligence Team
Target’s Enterprise Data, Analytics & Business Intelligence (EDABI) team employs a uniquely capable and brilliant team of data scientists, engineers and analysts. They’re responsible for creating the tools and data products that enable business partners to make sound, data-based decisions, and they help develop the technology that personalizes the guest experience—from product recommendations to relevant ad content.
The Pulse team sat down with three EDABI pros to find out what’s interesting and exciting about working with data at Target. Hear from Brindha, Senior Manager, Business Intelligence Engineering, Janet, Director, Data Science & Engineering and Kristina, Principal Data Scientist on what it’s like to work on Target’s EDABI team.
What’s the most exciting or innovative project you’ve worked on recently?
Janet: For the last year, we’ve been moving into computer vision, which is algorithms to understand images. Why is that important? We use it to algorithmically understand the images of our products, which in turn allows us to help guest find visually similar or complementary items as they shop. A lot of our products are very style based and since a picture is a worth a thousand words, if we understand what style a guest is interested in, we can create a far more customized, intuitive and relevant experience for them.
Brindha: Closed-loop reporting tells us about impressions and how much our ads are driving sales. We provide Marketing with the data points that help the company make sure their campaigns are planned properly, and which platforms to launch to reach the most number of guests. We help close the loop to report on campaign effectiveness to inform future campaigns. It’s pretty exciting and I can see an immediate impact on the business.
Kristina: We are working on our internal A/B testing tool. I’m giving UX feedback, taking what I do on a day-to-day basis, and turning it into a user interface. It’s almost three years in the making. We used to use a third party, and then we built our own tool which integrates with Target.com and apps. It’s exciting because when we started, we’d only use vendors for something this complex. With our own, custom-built tool we can run more tests and be more effective.
What has surprised you most about your career with Target?
Kristina: I’ve spent most of my career at Target, and the most surprising thing is the scope of the role, the opportunities and the different teams to support. During the first ten years, I was supporting two or three teams with different functions, never really doing the same thing twice, solving tons of different problems—and holistic problems versus an online only company. From Marketing, Merchandising to Finance, there are big financial decisions to make, and there are lots of areas where data plays an important role.
Brindha: I’m a data enthusiast, so the one thing that’s amazed me is the scale of the data that we’re working with—and it comes with an equally big responsibility. I want to build optimized products. Making sure that my team has a high-performing solution—this is part of the responsibility. We are a very fast paced retailer so we need to build high-performing optimal solutions for our business teams.
Janet: The importance of company culture and how that can fuel success. The culture of support, collaboration and team work has been a strong influence through my time at Target, and I’ve learned so much from it. While I’ve gained technical skills, I’ve also become a better team player. People really work together.
Speaking of culture, what do you enjoy most about the culture within data and technology teams at Target?
Brindha: The people are the best thing about Target. It feels very much like a family. We are very focused on our work, but we make our everyday life as fun as possible. For new projects, we always try to understand through the eyes of a guest: What do we want to see? What do we want to be served? Culture is especially important to me as a leader, and it’s so important to me at Target. We always work as a team, not in silos. We are one team at Target. That’s our mantra.
Janet: There is a real culture of curiosity and exploration so when you pair that with collaboration you have it going both ways—learning and teaching—and I think that’s really powerful. People are encouraged to explore and innovate. You’re encouraged to try stuff and to take smart risks. You’re not expected to necessarily do the same thing the same way over and over again.
Kristina: Generally, the culture is one where everyone wants to move fast. It’s a whole bunch of people interested in getting things done, but it’s not super hierarchical in terms of who responds to what—there’s always someone monitoring when you’ve got a question. It’s a lot of people who are excited about their work and what they bring to the table, and they openly share it rather than withholding. They’re driven to get the answers to the business teams faster. We’re moving fast in a good way. It’s about agility.
How does Target motivate and retain team members in your space?
Kristina: First of all, it’s just exciting work. We are invited to use creativity and build our skill set. For a lot of people, that’s important—you want to feel like you’re gaining skills rather than working repetitively. Target really does care about data and analytics as crucial to our success and believes that it’s an important investment in the company.
Janet: One big way we retain talent is the breadth of problems that team members get to work on. When a team member comes in, there are many different problems and projects to work on. After a team member has been here for a while, they can switch tracks and dig in on something else. There’s a lot of variety and opportunity to solve big problems. There are also opportunities for learning and new growth in terms of hopping onto new projects, but team members are also encouraged to learn and develop their skills.
Interested in a career in data and technology with Target? Explore opportunities at target.com/careers and apply today.