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@KennethLim
NOT
ALL
DATA
IS
CREATED
EQUAL
If Big Data was useful,
we would have called it
Useful Data
Donald Rumsfeld:
“
There are known knowns; there are things we
know we know.
We also know there are known unknowns; that
i...
Finding Data
known knowns
known unknowns
unknown unknowns
8
Data
Application
Analysis & Testing
Discovery
We analyze data…
not because
we want to report it
not because
we can
and certainly not because
#YOLO
but because we want to
improve the outcomes
We must learn
how our goals are impacted
by understanding the
relationships within the data
Not all data
is created equal
Goal
Performance
Process
Behavior Circumstances
Data Hierarchy
16
Circumstances: variables that can influence Behavior, e.g. Seasonality
Performance: what you need to reach your goal, e.g....
Online Shop Example
Known Knowns Known Unknowns
Goal Profit
Performance Revenue
Costs
Process Revenue per Customer
Revenue...
Circumstances
Understanding Relationships within Data
19
Goal
Performance
Process
Behavior
Profit
Revenue
Emails
Opened
Em...
Email Campaign Process
20
1.
Email Received
9.
Email Order
Revenue (in €)
4.
Order
Placed?
5.
Abandoned?
7.
Discount
Appli...
Measuring Revenue per Email Campaign
21
Total Email Order Revenue
Total Number of Emails Sent
Total Unique Email Opens
Tot...
But wait…
there’s more!
Circumstances
Improving Revenue per Email Campaign
23
Goal
Performance
Process
Behavior
Profit
Revenue
Emails
Opened
Email...
We can obtain data
by asking
We can obtain data
by taking
We can obtain data
by testing
We should obtain
data by asking,
taking & testing
Improving Revenue per Email Campaign
28
Total Unique Email Opens
Total Number of Emails Sent
Total Email Order Revenue
Tot...
An Evolving Approach to Data
1. Understand the impact of and the
relationships within the data
2. Collect the data that is...
The story is never
about the data itself
Final Thoughts
• Always look to improve the outcome
• Establish a firm understanding of the
relationships within your data...
Kenneth Lim
designxdata.com
kenneth.lim@designxdata.com
@kennethlim
Not All Data Is Created Equal: Data Analysis for Marketers
Not All Data Is Created Equal: Data Analysis for Marketers
Not All Data Is Created Equal: Data Analysis for Marketers
Not All Data Is Created Equal: Data Analysis for Marketers
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Not All Data Is Created Equal: Data Analysis for Marketers

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A look into understanding and analyzing data from a marketing perspective.

This presentation explores relationships within data and structures data within a hierarchy.

This presentation was given by Kenneth Lim as a guest lecture at the VU University Amsterdam on January 13, 2014.

Published in: Marketing

Transcript of "Not All Data Is Created Equal: Data Analysis for Marketers"

  1. 1. @KennethLim NOT ALL DATA IS CREATED EQUAL
  2. 2. If Big Data was useful, we would have called it Useful Data
  3. 3. Donald Rumsfeld: “ There are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns -- the ones we don't know we don't know. ” 7
  4. 4. Finding Data known knowns known unknowns unknown unknowns 8 Data Application Analysis & Testing Discovery
  5. 5. We analyze data…
  6. 6. not because we want to report it
  7. 7. not because we can
  8. 8. and certainly not because #YOLO
  9. 9. but because we want to improve the outcomes
  10. 10. We must learn how our goals are impacted by understanding the relationships within the data
  11. 11. Not all data is created equal
  12. 12. Goal Performance Process Behavior Circumstances Data Hierarchy 16
  13. 13. Circumstances: variables that can influence Behavior, e.g. Seasonality Performance: what you need to reach your goal, e.g. € 2M Profit Process: a key figure that impacts Performance, e.g. Profit Margin per Product Behavior: individual actions within the Process, e.g. Products Bought and Price Paid Goal Data Hierarchy 17 : what you ultimate want to achieve, e.g. 10% Financial Growth
  14. 14. Online Shop Example Known Knowns Known Unknowns Goal Profit Performance Revenue Costs Process Revenue per Customer Revenue per Order Revenue per Email Campaign Behavior Website Visits Products Bought Orders Made Amount Paid Discounts Applied Abandons Emails Opened Email Links Clicked Customer Online Times Circumstances Holidays Gifts Email Campaigns Birthdays Anniversaries 18
  15. 15. Circumstances Understanding Relationships within Data 19 Goal Performance Process Behavior Profit Revenue Emails Opened Email Links Clicked Email Campaign Amount Paid Revenue per Email Campaign Discounts Applied Abandons Customer Online Times
  16. 16. Email Campaign Process 20 1. Email Received 9. Email Order Revenue (in €) 4. Order Placed? 5. Abandoned? 7. Discount Applied? 8. Email Order Discount (in €) 6. Email Order Abandon (in €) 2. Email Opened 3. Email Link Clicked Yes Yes Yes No No
  17. 17. Measuring Revenue per Email Campaign 21 Total Email Order Revenue Total Number of Emails Sent Total Unique Email Opens Total Number of Emails Sent Total Email Order Revenue Total Email Order Revenue + Total Email Order Discounts + Total Email Order Abandons * Revenue per Email Campaign = Adjusted Revenue per Email Campaign =
  18. 18. But wait… there’s more!
  19. 19. Circumstances Improving Revenue per Email Campaign 23 Goal Performance Process Behavior Profit Revenue Emails Opened Email Links Clicked Email Campaign Amount Paid Revenue per Email Campaign Discounts Applied Abandons Customer Online Times
  20. 20. We can obtain data by asking
  21. 21. We can obtain data by taking
  22. 22. We can obtain data by testing
  23. 23. We should obtain data by asking, taking & testing
  24. 24. Improving Revenue per Email Campaign 28 Total Unique Email Opens Total Number of Emails Sent Total Email Order Revenue Total Email Order Revenue + Total Email Order Discounts + Total Email Order Abandons * Adjusted Revenue per Email Campaign =
  25. 25. An Evolving Approach to Data 1. Understand the impact of and the relationships within the data 2. Collect the data that is important 3. Analyze the outcomes 4. Optimize the approach 29
  26. 26. The story is never about the data itself
  27. 27. Final Thoughts • Always look to improve the outcome • Establish a firm understanding of the relationships within your data • Challenge the unknown • The story is never about the data itself 31
  28. 28. Kenneth Lim designxdata.com kenneth.lim@designxdata.com @kennethlim
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