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Knowledge, Uncertainty, and Ideology in Digital Analytics

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How digital analysts create knowledge, in an environment of uncertainty, and risks of ideology.

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Knowledge, Uncertainty, and Ideology in Digital Analytics

  1. 1. Knowledge, Uncertainty, and Ideology in Digital Analytics by @jacqueswarren
  2. 2. Before I start….
  3. 3. WARNING!
  4. 4. It’s got wings?Must be a bird.
  5. 5. KNOWLEDGE
  6. 6. FACTS AND INFORMATION INFORMATION ABOUT FACTSSKILLS ACQUIRED THROUGH INFORMATION FACT-BASED SKILLS THEORETICAL AND PRACTICAL PRACTICAL KNOWLEDGE
  7. 7. What is Analysis?
  8. 8. What is Segmentation?
  9. 9. Visit AttributesVisitor AttributesCustomer Attributes
  10. 10. Historical Nature of Data HUH!?
  11. 11. UNCERTAINTY
  12. 12. CAN’T RELY ONNOT DEFINITIVE
  13. 13. The Map is not the Territory
  14. 14. HOW MANY ERRORS DOES IT TAKE TO MAKE A COMEDY?
  15. 15. We shape our tools,and afterwards ourtools shape us. Paraphrasing Winston Churchill
  16. 16. IDEOLOGY
  17. 17. SET OF BELIEFS OPINIONS
  18. 18. TRUTH
  19. 19. Are we susceptible to ideology? beware of #measure!
  20. 20. - We must be on Social Media- Google Adwords work- Multi-channel customers are the most profitable- Online Marketing is all about increasing conversion rates- It is essential to blog regularly- A 75% Bounce Rate is terrible
  21. 21. DECISION
  22. 22. A RESOLUTION
  23. 23. EmergenciesPoliticsPriority Shifts Weight of the Past Fear of the Future MONEY
  24. 24. Don’t make this your primary decision-making tool!
  25. 25. ACTION
  26. 26. DO SOMETHINGACHIEVE AN AIM
  27. 27. Analytics is Actionit is meaningful only as such if not, it’s autism!
  28. 28. Is the patient better off?
  29. 29. HUMILITY
  30. 30. MODEST VIEW QUALITY
  31. 31. How many analysts does it take to pocket a ball?

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