This is about you So I wanted to do something different. You are going to have plenty of good talks today at MeasureFest on new frameworks, case studies, the latest data tech tools. The problem you might have though, once getting back into the office, is to actually take that next step. - When will I get the time? - Will IT let me add that plugin?  - Can I get Finance to sign off a purchase order?… But you can start to make a difference, by focussing on you. You are more important than the tools you use, without you they add no value. The more you develop the more valued you (and your tools of choice) become. Enjoy!

1. Skillset of an
analyst
Dominic Hurst
@dh_analytics | dominichurst.com
9th November
Measurefest 2017

2. This is about you
So I wanted to do something different. You are going to have plenty of good talks today on new frameworks,
case studies, the latest data tech tools.
The problem you might have though, once getting back into the office, is to actually take that next step.
When will I get the time?
Will IT let me add that plugin?
Can I get Finance to sign off a purchase order?…
But you can start to make a difference, by focussing on you. You are more important than the tools you use,
without you they add no value.
The more you develop the more valued you (and your tools of choice) become.
Enjoy!

3. Show of hands

4. Job lifecycle
Police Council Education Government Agency
Percentage of role
analysing
45%
40% 35%
100%
50%

5. Job lifecycle
Police Council Education Government Agency
45%
40% 35%
100%
50%
30% 35%
15%
75%
100%
Organisational
buy-in to data

6. Barriers
1

7. Not part of the process; you’re an after thought
ü You’re not engrained in the production process; so your requests (add GTM,
add item to the datalayer, add heatmap/ session recording tool…) are bottom
of the backlog
ü You’re not involved with steering groups
ü You’re not talking to decision making management
ü Your outputs are not utilised to improve the business
ü You’re at the disposal of the Vanity manager

8. Efforts not used (or acknowledged)
ü You’re spending (a lot) time and effort on monthly/ timely reports
ü Your reports go out and you get no feedback
ü Your insights don’t hit the board room or the project planning sessions
ü You’re not involved in setting targets

9. Trapped by legacy
ü Your organisation has been mistreated by specialists
ü The reputation (of data) has been destroyed in the eyes of SMT
ü Discussions are around aggregated, opinionated nonsense

10. No one knows WTF you are talking about
ü You’re a lone voice
ü Management and technical teams don’t understand you
ü Marketing rely on 3rd party agencies to determine “fact”
ü You often hear “but what does that mean?”

11. Develop your
skill-belt
2

12. Skills
Empathic
DeterminedPassionate
Adaptable
Great
communicator
Collaborative
Multilingual

13. Empathy

15. Ability to tell a story

17. Collaborate

19. Speak the language

22. Determination

24. He who is not courageous
enough to take risks will
accomplish nothing in life
“
“
Muhammad Ali, Legend

25. Frameworks
3

26. Know your goal
ü Align your work to the goals of the business
ü Whether it’s measurement models, Lean UX, Sprint. Goal setting comes first
ü Align your work to the internal goal – understand what makes management
tick. Is it just results, is it more than that?

27. Stop copying your competitors
– they may not know what the
f*** they are doing either
“
“
Peep Laja, ConversionXL

28. Show/ Tell/ Test
ü Show why data is important, what the data is (or isn't), whitepapers/ sales
pitches for new products
ü Tell them, what does it mean for us. Tell them what it means if we don’t act on
insights
ü If still a barrier, just do it. Easier to ask for forgiveness especially when you have
data that resonates

29. Pick one idea. Verbalize that
one singular key point. Build
the story piece by piece, build
excitement, build suspense
“
“
Avinash Kaushik, Guru

30. Listen, learn, do
ü Get out the building. Widen your zone of learning
ü Network and connect
ü Stand up and speak

31. Knowledge of a singular
experience has a shelf life. A
freshness to it that you have to
be wary of
“
“
Ray Mosley, BBC

32. Mentor
ü Mentoring isn't an experience/ age thing
ü It’s stimulation, it’s an open playing field
ü Use it for speaking, dashboards, techniques

33. We all need someone who
inspires us to do better
“
“
Anonymous

34. What’s the message?

35. thank you

36. Mentions and Credits
Big thank you to the #measure community for the chats and inspiration over the past months.
Thank you to Kelvin and the Measurefest team for putting on this event and letting me speak.
Images royalty free or referenced
So some good reading
medium.com/@raymosley/stop-listening-to-others-start-following-your-own-path-784b92d7fbfa
conversionxl.com/blog/best-practice-and-optimisation-experts/
With out saying @OptimiseOrDie and @avinash
See you soon!