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FutureM 2014 - Turning Data into Insights

FutureM 2014

Turning Data into Insights

Speaker: Chris Penn (@cspenn)
Vice President, Marketing, SHIFT Communications

Join veteran marketer Christopher S. Penn on a journey through your marketing data. From raw data itself, through different models and methods of analysis, to insights that tell you what to do next, you’ll learn strategic and tactical skills to understand the story that your data is trying to tell you – and what the next part of the story should be. See how techniques borrowed from the stock market apply to your web analytics; learn how reverse engineering your sales funnel can guide your social media strategy; and prepare for the future of data-driven marketing.

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FutureM 2014 - Turning Data into Insights

  1. 1. Turning Data into Insights # F U T U R EM Chris Penn @cspenn VP, Marketing SHIFT Communications
  2. 2. From Data to Insight CHRISTOPHER S. PENN, SHIFT COMMUNICATIONS @cspenn # F U T U R EM
  3. 3. #FUTUREM @shiftcomm @cspenn Source: Dynamic Mosquito on Flickr
  4. 4. #FUTUREM @shiftcomm @cspenn Source: Domo
  5. 5. #FUTUREM @shiftcomm @cspenn Source: http://www.dilbert.com/
  6. 6. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr Teaching from experience shares poorly and scales even less well.
  7. 7. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr
  8. 8. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr The Marketing DAIS
  9. 9. #FUTUREM @shiftcomm @cspenn Good Data Format: Compatible
  10. 10. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr 3C’s of Good Data: Clean, compatible, and chosen well.
  11. 11. #FUTUREM @shiftcomm @cspenn Data Analysis Insight Strategy Tactics Execution Metrics
  12. 12. #FUTUREM @shiftcomm @cspenn Data Analysis Insight Strategy
  13. 13. #FUTUREM @shiftcomm @cspenn
  14. 14. #FUTUREM @shiftcomm @cspenn
  15. 15. @cspenn What? #FUTUREM @shiftcomm
  16. 16. @cspenn Why? #FUTUREM @shiftcomm
  17. 17. #FUTUREM @shiftcomm @cspenn
  18. 18. @cspenn What Next? #FUTUREM @shiftcomm
  19. 19. #FUTUREM @shiftcomm @cspenn
  20. 20. #FUTUREM @shiftcomm @cspenn Source: Tim Saxton
  21. 21. #FUTUREM @shiftcomm @cspenn Source: Alex Medvick
  22. 22. #FUTUREM @shiftcomm @cspenn Source: Jared Corin
  23. 23. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr Analysis in Action
  24. 24. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr 3 basic tools of analysis: visualization, derivatives, and moving averages.
  25. 25. #FUTUREM @shiftcomm @cspenn
  26. 26. #FUTUREM @shiftcomm @cspenn
  27. 27. @cspenn ( New – Old ) #FUTUREM @shiftcomm Old
  28. 28. #FUTUREM @shiftcomm @cspenn (1.317 billion - 1.276 billion) 1.276 billion
  29. 29. #FUTUREM @shiftcomm @cspenn
  30. 30. #FUTUREM @shiftcomm @cspenn
  31. 31. #FUTUREM @shiftcomm @cspenn
  32. 32. #FUTUREM @shiftcomm @cspenn
  33. 33. #FUTUREM @shiftcomm @cspenn
  34. 34. #FUTUREM @shiftcomm @cspenn
  35. 35. #FUTUREM @shiftcomm @cspenn
  36. 36. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr Creating Insights
  37. 37. #FUTUREM @shiftcomm @cspenn Theory Observation Hypothesis Confirmation
  38. 38. #FUTUREM @shiftcomm @cspenn
  39. 39. #FUTUREM @shiftcomm @cspenn
  40. 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. 41. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr A Strategy is Born
  42. 42. #FUTUREM @shiftcomm @cspenn Pattern Hypothesis Theory Observation
  43. 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. 44. #FUTUREM @shiftcomm @cspenn
  45. 45. #FUTUREM @shiftcomm @cspenn
  46. 46. #FUTUREM @shiftcomm @cspenn
  47. 47. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr Conclusion
  48. 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. 49. #FUTUREM @shiftcomm @cspenn You know my methods. Apply them.
  50. 50. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr For slides and the lecture notes: http://www.shiftcomm.com/futurem
  51. 51. #FUTUREM @shiftcomm @cspenn Source: Will Scullin on Flickr Stay in touch! www.shiftcomm.com @shiftcomm 617-779-1800

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