1.
Turning Data into Insights
# F U T U R EM
Chris Penn
@cspenn
VP, Marketing
SHIFT Communications

2.
From Data to Insight
CHRISTOPHER S. PENN, SHIFT COMMUNICATIONS
@cspenn
# F U T U R EM

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#FUTUREM
@shiftcomm
@cspenn
Source:
Dynamic Mosquito
on Flickr

4.
#FUTUREM
@shiftcomm
@cspenn
Source: Domo

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#FUTUREM
@shiftcomm
@cspenn
Source:
http://www.dilbert.com/

6.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Teaching from
experience shares
poorly and scales
even less well.

7.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr

8.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
The Marketing
DAIS

9.
#FUTUREM
@shiftcomm
@cspenn
Good Data
Format: Compatible

10.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
3C’s of Good Data:
Clean, compatible,
and chosen well.

11.
#FUTUREM
@shiftcomm
@cspenn
Data
Analysis
Insight
Strategy
Tactics
Execution
Metrics

12.
#FUTUREM
@shiftcomm
@cspenn
Data
Analysis
Insight
Strategy

13.
#FUTUREM
@shiftcomm
@cspenn

14.
#FUTUREM
@shiftcomm
@cspenn

15.
@cspenn What?
#FUTUREM
@shiftcomm

16.
@cspenn Why?
#FUTUREM
@shiftcomm

17.
#FUTUREM
@shiftcomm
@cspenn

18.
@cspenn What
Next?
#FUTUREM
@shiftcomm

19.
#FUTUREM
@shiftcomm
@cspenn

20.
#FUTUREM
@shiftcomm
@cspenn
Source:
Tim Saxton

21.
#FUTUREM
@shiftcomm
@cspenn
Source:
Alex Medvick

22.
#FUTUREM
@shiftcomm
@cspenn
Source:
Jared Corin

23.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Analysis in Action

24.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
3 basic tools of analysis:
visualization, derivatives, and
moving averages.

25.
#FUTUREM
@shiftcomm
@cspenn

26.
#FUTUREM
@shiftcomm
@cspenn

27.
@cspenn ( New – Old )
#FUTUREM
@shiftcomm
Old

28.
#FUTUREM
@shiftcomm
@cspenn (1.317 billion - 1.276 billion)
1.276 billion

29.
#FUTUREM
@shiftcomm
@cspenn

30.
#FUTUREM
@shiftcomm
@cspenn

31.
#FUTUREM
@shiftcomm
@cspenn

32.
#FUTUREM
@shiftcomm
@cspenn

33.
#FUTUREM
@shiftcomm
@cspenn

34.
#FUTUREM
@shiftcomm
@cspenn

35.
#FUTUREM
@shiftcomm
@cspenn

36.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Creating Insights

37.
#FUTUREM
@shiftcomm
@cspenn
Theory
Observation
Hypothesis
Confirmation

38.
#FUTUREM
@shiftcomm
@cspenn

39.
#FUTUREM
@shiftcomm
@cspenn

40.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Always be ready to answer, “What
are you going to do about it?” to
any analysis you present.

41.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
A Strategy is Born

42.
#FUTUREM
@shiftcomm
@cspenn Pattern
Hypothesis
Theory
Observation

43.
It is a capital
mistake to
theorize before
one has data.
#FUTUREM
@shiftcomm
@cspenn
Insensibly one begins
to twist facts to suit
theories, instead of
theories to suit facts.

44.
#FUTUREM
@shiftcomm
@cspenn

45.
#FUTUREM
@shiftcomm
@cspenn

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#FUTUREM
@shiftcomm
@cspenn

47.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Conclusion

48.
#FUTUREM
@shiftcomm
If you don’t understand the past and
make changes in present, the future is
out of your control.
@cspenn
Source:
Will Scullin
on Flickr

49.
#FUTUREM
@shiftcomm
@cspenn
You know my methods.
Apply them.

50.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
For slides and the lecture notes:
http://www.shiftcomm.com/futurem

51.
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Stay in touch!
www.shiftcomm.com
@shiftcomm
617-779-1800