everyone is a data analyst adobe emea summit 2014
DESCRIPTION
Once upon a time data analysts were the geeks who sat in the corner. They saw the world in 1’s and 0’s, delivering over complicated work that was admired by many but acted upon by few. Winning debates with facts and figures but convincing nobody to do any different. Since those dark days, data analytics has hit the mainstream. What was once an oddity is now a panacea to all of marketing’s ills. So where does the truth lie? How can data analytics make us all better marketers, and how can we all play the role of data analyst, regardless of background or experience? Learn from chefs, gamblers and narcissists everywhere.TRANSCRIPT
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S I M O N J A M E S , S A P I E N T N I T R O
EVERYONE IS AN ANALYST
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2
1. YOU are a data analyst
2. The THREE things any data analyst needs
3. TOP TIPS for the modern analyst
AGENDA
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THE MOST COMPLICATED THING IN THE WORLD
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DO YOU HAVE ONE OF THESE?
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WHAT IS YOUR FAVOURITE PART OF THE SITE?
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WHICH IS A SLIPPERY SLOPE TO THIS
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Nike Fuel BandFully bled image
DO YOU HAVE ONE OF THESE?
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Image of stereotypical selfie taker
ISTHIS YOU?
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SELFIES are 38% more
likely to be liked on
INSTAGRAMand 31% more commented on
Source: Georgia Tech/Yahoo
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BURGLARS PREFER TECH OVER MONEY
2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/120
10
20
30
40
50
60Money Computer equipment CDs/tapes/videos/DVDs
% o
f B
urgl
arie
s
Source: UK Gov
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Elaine Rich:30% more accurate than professional intelligence officers
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EL BULLI
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STRUCTURED CREATIVITY
AssociationInspirationAdaptationDeconstructionMinimalismChanges to the structure of the menuThe search for new ingredients
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3THINGS EVERY ANALYST NEEDS
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Curious (adj):eager to know or learn something
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WHY DID ‘HEROES’ GET CANCELLED?
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IS GAME OF THRONES GOING TO GET CANCELLED?
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WHY ARE VAMPIRES CANNIBALISING MUTANTS?
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WHY ARE ALIENS UNAFFECTED?
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DOES DRUG TESTING WORK IN CYCLING?
Froome
Armstrong
Pantani (RIP)
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Creative (adj):having a good imagination or original ideas
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EVERYBODY LOVES THE GAME OF THRONES
“Halfway through the first episode of season four, an episode so hotly anticipated it crashed the HBO server, I did not understand anything that was going on.”Matt Rudd, The Sunday Times, 13th April 2014
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Sh% = Goals/Shots
Sav%=Saves/Shots
Unrepeatable
60% LuckSTR = Your shots /
Total shots
Consistency
86% Skill
Source: James Grayson
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Ronaldo & Tevez sold
Rooney signed
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LUCK - ATTACK Shot% LUCK - DEFENCE Save% SKILL STR
1 Man Ci ty 43.1 1 Chelsea 77.8 1 Man Ci ty 64.2%
2 Liverpool 39.2 2 Everton 75.0 2 Chelsea 62.9%
3 Man United 35.3 3 West Ham 75.0 3 Southampton 59.1%
4 West Ham 34.2 4 Crysta l Pa lace 72.1 4 Tottenham 58.4%
5 Swansea 32.7 5 Sunderland 72.1 5 Liverpool 57.2%
6 Arsenal 32.6 6 Arsenal 71.9 6 Newcastle 55.5%
7 Chelsea 31.8 7 Stoke 71.1 7 Everton 53.9%
8 Southampton 31.1 8 Man United 70.8 8 Arsenal 53.1%
9 Stoke 30.7 9 Man Ci ty 70.3 9 Man United 53.1%
10 West Brom 30.7 10 Cardiff 68.5 10 Swansea 51.6%
11 Everton 30.5 11 Hul l 68.1 11 West Brom 49.4%
12 Hul l 29.5 12 Liverpool 67.6 12 Aston Vi l la 47.2%
13 Aston Vi l la 29.0 13 Tottenham 66.9 13 Hul l 45.3%
14 Sunderland 28.9 14 Norwich 66.7 14 Norwich 45.1%
15 Tottenham 28.9 15 West Brom 65.8 15 Crysta l Pa lace 44.5%
16 Fulham 26.1 16 Fulham 65.4 16 Sunderland 43.1%
17 Cardiff 26.1 17 Aston Vi l la 65.1 17 Stoke 42.7%
18 Newcastle 22.5 18 Newcastle 64.7 18 Fulham 39.2%
19 Crysta l Pa lace 21.4 19 Swansea 64.1 19 West Ham 38.3%
20 Norwich 20.3 20 Southampton 64.0 20 Cardiff 38.0%
I predict West Ham
will be relegated
next season
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Courage (noun):the ability to do something frightening
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WHO HAS COURAGE?
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WHO COULD PREDICT?
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THE MARKET PREDICTS
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THE MARKET EXPLAINS 66% OF VARIANCE IN FINAL SCORE
Austria
Sweden
The Netherlands
UK R2=0.66
NB The UK is usually an outlier when it comes to betting – it’s patriotism in effect.
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WILL SCOTLAND BECOME INDEPENDENT?
The poll of polls currently says 33% for independence and 67% against
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LET’S ASK BETFAIR
80%20%
The market believes there is currently a 20% chance of Scotland becoming independent
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TOP TIPS FOR THE MODERN ANALYSTF r o m s o m e o n e w h o h a s m a d e a l l t h e f o l l o w i n g m i s t a k e s
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TL;DR
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‘STORYTELLING’ WITH DATA IS PURELY DESIGNED TO TORTURE CAPTIVE AUDIENCES(LIKE YOU)
Problem Complication Solution
Solution Problem Complication
Storytelling
Talking to the board
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EVERYONE IS SMARTER THAN ANYONE
People with analytics in their job title
People who need analytics to do their job
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IF YOU FIND SOMEONE WHO ISN’T AN ANALYST, EXPLAIN TO THEM THAT THEY ARE
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THANK YOU