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Everyone is a Data Analyst Adobe EMEA Summit 2014

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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.

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Everyone is a Data Analyst Adobe EMEA Summit 2014

  1. 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. 2 1. YOU are a data analyst 2. The THREE things any data analyst needs 3. TOP TIPS for the modern analyst AGENDA
  3. 3. THE MOST COMPLICATED THING IN THE WORLD
  4. 4. DO YOU HAVE ONE OF THESE?
  5. 5. WHAT IS YOUR FAVOURITE PART OF THE SITE?
  6. 6. WHICH IS A SLIPPERY SLOPE TO THIS
  7. 7. Nike Fuel Band Fully bled image DO YOU HAVE ONE OF THESE?
  8. 8. Image of stereotypical selfie taker IS THIS YOU?
  9. 9. SELFIES are 38% more likely to be liked on INSTAGRAM and 31% more commented on Source: Georgia Tech/Yahoo
  10. 10. 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
  11. 11. Elaine Rich: 30% more accurate than professional intelligence officers
  12. 12. EL BULLI
  13. 13. STRUCTURED CREATIVITY Association Inspiration Adaptation Deconstruction Minimalism Changes to the structure of the menu The search for new ingredients
  14. 14. THINGS EVERY ANALYST NEEDS
  15. 15. 19 Curious (adj): eager to know or learn something
  16. 16. WHY DID „HEROES‟ GET CANCELLED?
  17. 17. IS GAME OF THRONES GOING TO GET CANCELLED?
  18. 18. WHY ARE VAMPIRES CANNIBALISING MUTANTS?
  19. 19. WHY ARE ALIENS UNAFFECTED?
  20. 20. DOES DRUG TESTING WORK IN CYCLING? Froome Armstrong Pantani (RIP)
  21. 21. Creative (adj): having a good imagination or original ideas
  22. 22. 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
  23. 23. Sh% = Goals/Shots Sav%=Saves/Shots Unrepeatable 60% Luck STR = Your shots / Total shots Consistency 86% Skill Source: James Grayson
  24. 24. Ronaldo & Tevez sold Rooney signed
  25. 25. 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
  26. 26. Courage (noun): the ability to do something frightening
  27. 27. WHO HAS COURAGE?
  28. 28. 33 WHO COULD PREDICT?
  29. 29. 34 THE MARKET PREDICTS
  30. 30. 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.
  31. 31. WILL SCOTLAND BECOME INDEPENDENT? The poll of polls currently says 33% for independence and 67% against
  32. 32. LET‟S ASK BETFAIR 80% 20% The market believes there is currently a 20% chance of Scotland becoming independent
  33. 33. 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
  34. 34. TL;DR
  35. 35. ‘STORYTELLING’ WITH DATA IS PURELY DESIGNED TO TORTURE CAPTIVE AUDIENCES (LIKE YOU) Problem Complication Solution Solution Problem Complication Storytelling Talking to the board
  36. 36. EVERYONE IS SMARTER THAN ANYONE People with analytics in their job title People who need analytics to do their job
  37. 37. IF YOU FIND SOMEONE WHO ISN‟T AN ANALYST, EXPLAIN TO THEM THAT THEY ARE
  38. 38. THANK YOU
  • mearsjb

    Jan. 1, 2016

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.

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