Florian Zettelmeyer discusses the importance of analytical thinking skills over technical skills. He provides four guidelines for effective analytics: 1) Start with understanding the business problem; 2) Understand how the data was generated; 3) Leverage domain expertise to interpret results; and 4) Have a culture where established ideas can be questioned based on data, not just assumptions. The document also discusses the relevance of these concepts for Indian managers, noting analytics can help decision-making if managers have some data science knowledge to ensure quality and prevent faulty assumptions.

1. Florian Zettelmeyer

2. Florian
Zettelmeyer
Professor of Marketing
and Faculty Director of
the program on Data
Analytics at the Kellogg
School

4. “The most
important skills
in analytics are
not technical
skills,” “They’re
thinking skills”

5. How to approach?
Start with the Problem
Understand the Data-
Generation Process
Use Domain Knowledge
Know It—Do Not Just
Think It

6. 1. Start with the Problem
 Analytics is not a separate business
practice; it has to be integrated into the
business plan itself
 Whatever a company chooses to
measure, the results will only be useful if
the data collection is done with purpose

7. 2. Understand the Data-Generation
Process
• Leaders need to learn to distinguish
between good and bad analytics
• “It all starts with understanding the data-
generation process,” Zettelmeyer says.
“You cannot judge the quality of the
analytics if you don’t have a very clear
idea of where the data came from.”

8. • In addition to making sure that data are
generated with analytics in mind,
managers should use their knowledge of
the business to account for strange
results
• Data scientists do not have all the
domain expertise managers have, and
analytics is no substitute for
understanding the business
3. Use Domain Knowledge

9. 4. Know It-Do Not Just Think It
“If we want big data and analytics to
succeed, everyone needs to feel that
they have a right to question established
wisdom,” Zettelmeyer says. “There has to
be a culture where you can’t get away
with ‘thinking’ as opposed to ‘knowing.’”

10. Relevance to Indian
Managers

11. As big data and analytics
bring about the revolution of
decision making in business,
managers with a working
knowledge of data science
will have an edge
Why is it needed for
Managers?

12.  A working knowledge of
data science can help leaders
turn analytics into genuine
insight
 It can also save them from
making decisions based on
faulty assumptions
How it helps Managers?

13. What Managers need to
distinguish?

14. Managers, the leaders should ensure
that this knowledge is shared across
their organization - a disciplined,
data-literate company is one that is
likely to learn fast and add more
value across the board
What should Managers do?

15. Guide

16. Thank You
By DheepikaC
Connect with me @ LinkedIn