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Radical Analytics, Superweek Hungary, January 2017

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Radical Analytics, Superweek Hungary, January 2017

We have been doing it all wrong… the idea was to gather business requirements from stakeholders, define KPIs, and create a solution design. The thing is… either your stakeholders (if client side) or clients (if agency) do not have a clue or they do not know how to properly articulate their needs. Do not ask them!

Instead, take the lead - be the expert; Show them the light; pave the way!

In this presentation, Stéphane Hamel, a recognized industry leader and author of the Digital Analytics Maturity Model, will propose a radical new approach to digital analytics. He will share tricks and examples that could transform the way you do your job. Utopia or Nirvana? It will be yours to decide!

We have been doing it all wrong… the idea was to gather business requirements from stakeholders, define KPIs, and create a solution design. The thing is… either your stakeholders (if client side) or clients (if agency) do not have a clue or they do not know how to properly articulate their needs. Do not ask them!

Instead, take the lead - be the expert; Show them the light; pave the way!

In this presentation, Stéphane Hamel, a recognized industry leader and author of the Digital Analytics Maturity Model, will propose a radical new approach to digital analytics. He will share tricks and examples that could transform the way you do your job. Utopia or Nirvana? It will be yours to decide!

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Radical Analytics, Superweek Hungary, January 2017

  1. 1. Let’s Get Radical! Stéphane Hamel @SHamel67 #SPWK
  2. 2. Governance, Culture & Adoption Objectives & Scope Team & Expertise Continuous Improvement Process & Methodology Tools, Data & Technology Digital Analytics Maturity bit.ly/DAMSAT
  3. 3. What are your objectives? THEY. HAVE. NO. CLUE.
  4. 4. 42 Analytics Experts Share Their Best Strategy to Define Actionable KPIs Paul Kots October 2016 online-metrics.com/actionable-kpi
  5. 5. It’s 2015 — You’d Think We’d Have Figured Out How To Measure Web Traffic By Now Sam Dean July 2015 fivethirtyeight.Com
  6. 6. How Google Analytics Ruined Marketing Samuel Scott August 2016 techcrunch.com/2016/08/07/how-google-analytics-ruined-marketing OMG!
  7. 7. Impossible Sergio Maldonado October 2016 chiefmartec.com/2016/10/analytics-ceo-makes-passionate-case-marketing-attribution/ Don’t bs me! Attribution
  8. 8. Is your job hard? Of course it is! THIS. IS. FINE.
  9. 9. RADICAL rad·i·cal /ˈradək(ə)l/ adjective 1.(especially of change or action) relating to or affecting the fundamental nature of something; far-reaching or thorough. "a radical overhaul of the existing framework”
  10. 10. Analysts Are Change Agents Uncover the Unknown Unknowns Embrace Agile or Die Never Ask, Always Propose Radical Analytics Premises DMAIC Is Your BFF Don’t Seek Executive Buy-In Digital Analytics is Dead Eat Your Own Dog Food bit.ly/radicalanalytic
  11. 11. Digital Analytics is Dead
  12. 12. ANALYTICS The Science of Analysis How an organization arrive at an optimal and realistic decision informed by data. Stéphane Hamel How to break something complex into smaller parts to gain a better understanding of it. ANALYSIS
  13. 13. Eat Your Own Dog Food
  14. 14. Triple Constraints Model COST TIMESCOPE
  15. 15. Never – ever – complain
  16. 16. Embrace Agile or Die
  17. 17. Lean Start-up  Minimum Viable Product  Continuous Deployment  Actionable Metrics  Test & Realign  Accountability
  18. 18. Product Thinking In order to achieve (Vision) , our product/service will solve (User Problem) for (Target Audience) by giving them (Strategy) . We will know it works when we see (Goal) .
  19. 19. Never Ask, Always Propose
  20. 20. “WHAT” vs. “WHY”
  21. 21. YES NO
  22. 22. DMAIC is your BFF
  23. 23. Problem Solving & Optimization Lean Six Sigma  Reduce cost of complexity  Increase velocity  “Make it easy to do business with” Define AnalyzeImprove Control Measure
  24. 24. Don’t Seek Executive Buy-In
  25. 25. Big issues Grandiose solutions Long, Costly, Risky Exec Sponsor Disruptive innovation Small experiments Quick iterations Small, incremental victories Grassroots 99%
  26. 26. Accountable Resources allocation Motivate toward goals MANAGE Responsible Improve your own processes Deliver more value at a lower cost Quantify your work CONTROL Subject matter expertise Potential new areas INFLUENCE
  27. 27. Analysts are Change Agents
  28. 28. Privilege of Recommendation No Power of Decision
  29. 29. Empowered Analytics Business Outcomes & Actions Enabling Capabilities Analysis Provides: Actionable insight & recommendations Communicate: Business requirement & objectives Supply: Means, tools and data Strategy Goals Technological capabilities & constraints Information architecture Instrumentation & BI Statistics Analytical mindset Problem solving Synthesis Communication
  30. 30. Uncover the Unknown Unknowns
  31. 31. Pilot Project/Proof of Concept/Experiment LOWER THE RISKS Break complex topic into smaller part so we gain a better understanding of it. ANALYSIS RIGHT TO FAIL LEARN
  32. 32. Analysts Are Change Agents Uncover the Unknown Unknowns Embrace Agile or Die Never Ask, Always Propose Radical Analytics Premises DMAIC Is Your BFF Don’t Seek Executive Buy-In Digital Analytics is Dead Eat Your Own Dog Food bit.ly/radicalanalytic
  33. 33. So… Realy… How Is It Going? me@StephaneHamel.net
  34. 34. (the fine prints) Copyright © 2017 by Stéphane Hamel. All rights reserved. No part of this document may be used or reproduced in any manner whatsoever without the express permission of the author, except in brief quotations embodied in critical articles and reviews (with proper citation of source). No commercial use of this material is permitted. Stéphane Hamel PO BOX 1123 St-Pierre, Qc G0A4E0 Canada https://StephaneHamel.net me@StephaneHamel.net

Editor's Notes

  • We have been doing it all wrong… the idea was to gather business requirements from stakeholders, define KPIs, and create a solution design. The thing is… either your stakeholders (if client side) or clients (if agency) do not have a clue or they do not know how to properly articulate their needs. Do not ask them!

    Instead, take the lead - be the expert; Show them the light; pave the way!

    In this presentation, Stéphane Hamel, a recognized industry leader and author of the Digital Analytics Maturity Model, will propose a radical new approach to digital analytics. He will share tricks and examples that could transform the way you do your job. Utopia or Nirvana? It will be yours to decide!
  • Source: http://online-metrics.com/actionable-kpi/
    Hitchiker’s Guide to the Galaxy!
    https://en.wikipedia.org/wiki/Phrases_from_The_Hitchhiker%27s_Guide_to_the_Galaxy#The_number_42
  • http://fivethirtyeight.com/features/why-we-still-cant-agree-on-web-metrics/
  • https://techcrunch.com/2016/08/07/how-google-analytics-ruined-marketing/
  • http://chiefmartec.com/2016/10/analytics-ceo-makes-passionate-case-marketing-attribution/
    http://www.lsainsider.com/study-3-in-4-euro-marketers-think-perfect-attribution-is-impossible/archives

    A BLACK HOLE
    It requires linearity. There is no single, common timeline sheltering all possible initiatives in the vast realm of marketing. Even less so one in which such investments and our desired business outcomes coexist. A fictional “snapshot” is required when cause and effect reside in parallel realities — one that is defined by our even more arbitrary decision-making milestones.
    It requires causality. Causality does not happen in aggregate, but instead at very granular level. More specifically, at customer, user, fan, visitor, lead level. This means cross-device and cross-media integration at a user level are imperative if attribution is to work. In other words, attribution requires the famous 360-degree view of a statistically significant amount of potential customers. More on that separate fiction in a minute.
    When pertaining to humans (always the case thus far), the understanding of attribution is limited by the understanding of the human mind. Our culture, life experiences, perceptions… affect a system (human brain) which we do not entirely comprehend. Now, can the human mind ever understand its own intricacies?
    There is no common timeline. Many campaigns, channels, or media have a longer term impact on true business outcomes that we can even measure. Are you prepared to maintain never-ending conversion funnels so as to properly take into account the long-term impact of social reach and cultural associations? Will you really be able to compute all possible conversions?
    There is no single customer view. People are less “digitally unique” and traceable every day. First because they choose to be. Second, because they scatter their attention and touchpoints across multiple, isolated environments. Third, because privacy standards or data protection laws prevent further integration.
    Cross-device…
    Privacy…
    Social trend counter to single identity

    2. THE LEGITIMATE PURSUIT: FINDING ROI
    3. WHAT IS THE ALTERNATIVE?
    Customer-level intelligence belongs in the space of data-powered automation/optimization/activation (data as an engine), not data-driven decision-making (data as a witness).
    We love to understand the inner components of every process because that is the world that many of us grew up in. But discerning the pieces is no longer needed to work with the whole. Aggregate data is not inherently inferior to granular data. And there is great power in correlations.

  • Source: Google
  • http://blogs.gartner.com/hypecyclebook/
    “In 2013 Gartner analysts published over 90 Hype Cycle reports covering different technology domains. There were more than 1900 technology profiles within those charts. I had always wanted to see all that data in one place, at one time.”
  • « the Waterfall methodology was established in the 50's and is used successfully across a range of industries including the military, space development and health care.  Such industries are tightly controlled, regulated environments where decisions are made by experts and people's lives depend on decisions being right first time.  There isn't a great deal of "Whoops, that didn't work - hide the dead bodies and let's try this another way". »
    Source: http://blog.atlascode.com/2012/01/09/techniques-to-reduce-software-project-risk/

    Scope: Project size (how many sites? Apps? Social? Back-office?), goals (if defined!), requirements (managing expectations)
    Time: Task durations (implementation time), dependencies (website or marketing campaign launch), critical path (dependency on access to data sources)
    Resources: Skilled people, software/services licenses, material
    Money: Costs, contingencies, profit – notice instead of Cost we should consider Benefits!
  • “Years ago, during the dot-com boom, Jack Welch required each of his businesses to go through an exercise that he called “Destroy Your Business.com” in which he asked them how dot.com competitors could possibly put them out of business.”

    Source:
    http://www.processexcellencenetwork.com/business-transformation/articles/the-8-deadly-lean-wastes-downtime
    https://hbr.org/2012/10/kill-your-business-model-befor.html
  • « the Waterfall methodology was established in the 50's and is used successfully across a range of industries including the military, space development and health care.  Such industries are tightly controlled, regulated environments where decisions are made by experts and people's lives depend on decisions being right first time.  There isn't a great deal of "Whoops, that didn't work - hide the dead bodies and let's try this another way". »
    Source: http://blog.atlascode.com/2012/01/09/techniques-to-reduce-software-project-risk/

    Scope: Project size (how many sites? Apps? Social? Back-office?), goals (if defined!), requirements (managing expectations)
    Time: Task durations (implementation time), dependencies (website or marketing campaign launch), critical path (dependency on access to data sources)
    Resources: Skilled people, software/services licenses, material
    Money: Costs, contingencies, profit – notice instead of Cost we should consider Benefits!
  • Close-Ended vs. Open Questions
  • If there is only one thing to remember, this is it: DMAIC!
    Why? Because you shouldn’t create your own problem solving and analysis process – others have spent decades thinking about it. Lean Six Sigma and agile development concepts readily apply to our field of expertise – read about it or take a class, there’s a lot of useful knowledge out there!
  • Stéphane Hamel is a seasoned consultant and distinguished thought leader in the field of digital analytics. Named Most Influential Industry Contributor of 2012 by the Digital Analytics Association, he has made significant contributions to the industry, including creating the Digital Analytics Maturity Model, the Web Analytics Solution Profiler (WASP) quality assurance tool as well as other tools and concepts. Stéphane has previously held board positions with the DAA, taught hundreds of students enrolled in the UBC Award of Achievement in Digital Analytics and graduate-level marketing classes at Laval University. In addition, Stéphane co-manages the largest Google Analytics user community on Google Plus and serve on a number of advisory boards, including award-winning digital data analytics firm Cardinal Path and dashboard solution Klipfolio. He is frequently called upon to speak at conferences around the world and an often-quoted media contributor on the topic of digital intelligence and analysis. Stéphane holds an MBA in eBusiness and work from home in an historical heritage area called Île d’Orléans, near Québec-city, Canada.

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