Tony Avino: How HubSpot keeps data updated and trusted

HubSpot, with its 8,000 employees, relies on three analytics engineering teams to build data trust and ensure that everyone has the necessary information for making smart decisions. Tony Avino's team is responsible for managing HubSpot’s product data, which is used across various teams. A strong data culture requires leadership commitment, data literacy, appropriate tooling, and data accessibility across the organization. Analytics engineers streamline time-to-insight by transforming raw data into certified assets that can be consumed by other teams. Measuring ROI for analytics engineering includes surveying customers on ease of use and tracking time-to-insight. Treating deliverables as products helps drive adoption and ensures long-term management. The value chain concept clarifies roles, responsibilities, and handoff points in the data process from ingestion to insight. Data lineage tools can help identify unmanaged assets, while governance is crucial for maintaining data hygiene and managing costs. Advocating for change at a grassroots level can drive improvements in data literacy, tooling, and culture within an organization.