Tony Avino: How HubSpot keeps data updated and trusted

This post details HubSpot's approach to building data trust and culture within a large organization, focusing on the role of analytics engineering. It discusses the four key elements of a data-driven culture (leadership commitment, data literacy, tooling, accessibility), the structure of analytics engineering teams (product core and product outcomes), and how to measure ROI for these teams through customer surveys and time-to-insight metrics. It also emphasizes treating data deliverables as products, the concept of a data value chain with clear handoffs between data engineers, analytics engineers, and analysts, and the importance of data governance, lineage tracking (using internal tools and qualitative feedback), cost management, and applying software engineering methodologies like CI/CD and peer reviews to data asset creation. The core contribution is a deep dive into the organizational and process aspects of maintaining updated and trusted data at scale, rather than a specific technical system build.