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.

1. 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

2. 2
1. YOU are a data analyst
2. The THREE things any data
analyst needs
3. TOP TIPS for the modern
analyst
AGENDA

3. THE MOST COMPLICATED THING IN THE WORLD

4. DO YOU HAVE ONE OF THESE?

5. WHAT IS YOUR FAVOURITE PART OF THE SITE?

6. WHICH IS A SLIPPERY SLOPE TO THIS

7. Nike Fuel Band
Fully bled image
DO YOU HAVE ONE OF THESE?

9. Image of stereotypical
selfie taker
IS
THIS
YOU?

10. SELFIES are
38% more likely
to be liked on
INSTAGRAM
and 31% more
commented on
Source: Georgia Tech/Yahoo

13. BURGLARS PREFER TECH OVER MONEY
0
10
20
30
40
50
60
2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12
Money Computer equipment CDs/tapes/videos/DVDs
%ofBurglaries
Source: UK Gov

15. Elaine Rich:
30% more accurate than
professional intelligence
officers

16. EL BULLI

17. STRUCTURED CREATIVITY
Association
Inspiration
Adaptation
Deconstruction
Minimalism
Changes to the structure of the
menu
The search for new ingredients

18. THINGS EVERY ANALYST NEEDS

19. 19
Curious (adj):
eager to know or learn
something

20. WHY DID „HEROES‟ GET CANCELLED?

21. IS GAME OF THRONES GOING TO GET CANCELLED?

22. WHY ARE VAMPIRES
CANNIBALISING MUTANTS?

23. WHY ARE ALIENS
UNAFFECTED?

24. DOES DRUG TESTING WORK IN CYCLING?
Froome
Armstrong
Pantani (RIP)

25. Creative (adj):
having a good
imagination or
original ideas

26. 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

28. Sh% = Goals/Shots
Sav%=Saves/Shots
Unrepeatable
60% Luck
STR = Your shots /
Total shots
Consistency
86% Skill
Source: James Grayson

29. Ronaldo & Tevez sold
Rooney signed

30. LUCK - ATTACK Shot% LUCK - DEFENCE Save% SKILL STR
1 Man City 43.1 1 Chelsea 77.8 1 Man City 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 Crystal Palace 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 City 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 Hull 68.1 11 West Brom 49.4%
12 Hull 29.5 12 Liverpool 67.6 12 Aston Villa 47.2%
13 Aston Villa 29.0 13 Tottenham 66.9 13 Hull 45.3%
14 Sunderland 28.9 14 Norwich 66.7 14 Norwich 45.1%
15 Tottenham 28.9 15 West Brom 65.8 15 Crystal Palace 44.5%
16 Fulham 26.1 16 Fulham 65.4 16 Sunderland 43.1%
17 Cardiff 26.1 17 Aston Villa 65.1 17 Stoke 42.7%
18 Newcastle 22.5 18 Newcastle 64.7 18 Fulham 39.2%
19 Crystal Palace 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

31. Courage (noun):
the ability to do
something frightening

32. WHO HAS
COURAGE?

33. 33
WHO COULD
PREDICT?

34. 34
THE MARKET
PREDICTS

35. 35
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.

36. WILL SCOTLAND BECOME INDEPENDENT?
The poll of polls currently says 33% for independence and 67% against

37. LET‟S ASK BETFAIR
80%
20%
The market believes there is currently a 20% chance of Scotland becoming
independent

38. 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

39. TL;DR

40. ‘STORYTELLING’ WITH DATA IS PURELY DESIGNED TO
TORTURE CAPTIVE AUDIENCES
(LIKE YOU)
Problem Complication Solution
Solution Problem Complication
Storytelling
Talking to the
board

41. EVERYONE IS SMARTER THAN ANYONE
People with analytics in their job title
People who need analytics to do their job

42. IF YOU FIND
SOMEONE WHO
ISN‟T AN
ANALYST, EXPLAIN
TO THEM THAT
THEY ARE

43. THANK YOU