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Spring cleaning in the house of analytics - Superweek 2016
The document discusses the evolving role of web analysts and emphasizes the importance of providing context to data in analytics. It outlines 7 key areas for analysis: goals, demand, segmentation, competitors, trends, performance, and data quality. The speaker encourages a broader mindset in analytics to enhance decision-making and drive business impact.
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Spring cleaning in the house of analytics - Superweek 2016
- 1. Spring Cleaning in theHouse of Analytics - Another approach to data
- 2. @strasm @iih #spwk So– what is this?
- 3. @strasm @iih #spwk So– what is this?
- 4. @strasm @iih #spwk Theant on the elephants arse
- 5. @strasm @iih #spwk Theart of flying
- 6. @strasm @iih #spwk Callme - Steen » Steen Rasmussen: Senior partner and co-founder, nominated as global analytics ”Practitioner of the year” both 2014 & 2015 » IIH Nordic: One of the largest digital specialist agencies and the largest analytics agency in the Nordics ”Best Danish Analytics House” 13-16
- 7. @strasm @iih #spwk The4 themes for my talk • Role of the ”web analyst” • Decisions & recommendations • Context • Asking ”bigger” questions
- 8. @strasm @iih #spwk Thekey issue… @strasm @iih @digitalCPH15 What we are doing now is NOT wrong… It just isn’t the complete value we can bring to the table
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- 10. @strasm @iih #spwk Thepie chart of wisdom
- 11. @strasm @iih #spwk Thepie chart of wisdom
- 12. @strasm @iih #spwk Everybodyhas data… get over it
- 13. @strasm @iih #spwk Thedata WE really have… @strasm @iih @digitalCPH15
- 14. @strasm @iih #spwk Whyyou are not… A Web Analyst But a Data-driven Business Developer A Web Analyst
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- 16. @strasm @iih #spwk DataQuality – Who dares?
- 17. @strasm @iih #spwk Question Q+D+A=R+I Question+Data+ Analysis =Recommendation +Impact
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- 19. @strasm @iih #spwk Question Q+D+A=R+I Question+Data+ Analysis =Recommendation +Impact Context C
- 20. @strasm @iih #spwk SEO- So how are we doing?
- 21. @strasm @iih #spwk SEO– How are we doing now?
- 22. @strasm @iih #spwk Wheredo you find context HR data Production cost Business goals CRM data Financial data Sales data Business Intelligence
- 23. @strasm @iih #spwk 7areas for ”big” questions 1.Goals 2.Demand 3.Segmentation 4.Competitors 5.Trends 6.Performance 7.Data Quality
- 24. @strasm @iih #spwk Andigital ”amuse-bouche” @strasm @iih @digitalCPH15
- 25. @strasm @iih #spwk 1.Goals Do our website cover all our business objectives?
- 26. @strasm @iih #spwk 2.Demand What products are dropping in demand?
- 27. @strasm @iih #spwk 3.Segmentation Which activities seem to be attracting most of the unprofitable customers?
- 28. @strasm @iih #spwk 4.Competitors How are we doing compared to our competitors?
- 29. @strasm @iih #spwk 5.Trends Which key trends from our own data should be considered when planning the future? https://mark.shinyapps.io/ga-effect/ blog post: http://online-behavior.com/analytics/statistical-significance
- 30. @strasm @iih #spwk 6.Performance Are there any business goals that are not realistic according to the results of our data?
- 31. @strasm @iih #spwk 7.Data Quality Are there any indicators that show there could be a critical problem with the accuracy of our data?
- 32. @strasm @iih #spwk Combinations& mutations 1. Goals 2. Channels 3. Segmentation 4. Competitors 5. Trends 6. Performance 7. Data quality
- 33. @strasm @iih #spwk IDA– Insights Demand Action
- 34. @strasm @iih #spwk 4take aways 1. Beware of granularity 2. Data without context sucks 3. You are not a web analyst 4. To win big you need to think big
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