Knowledge, Uncertainty, and Ideology in Digital Analytics

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Presentation transcript:

Knowledge, Uncertainty, and Ideology in Digital Analytics

WARNING!

It’s got wings? Must be a bird.

KNOWLEDGE

FACTS AND INFORMATION INFORMATION ABOUT FACTS SKILLS ACQUIRED THROUGH INFORMATION FACT-BASED SKILLS THEORETICAL AND PRACTICAL PRACTICAL KNOWLEDGE

What is Analysis?

What is Segmentation?

Visit Attributes Visitor Attributes Customer Attributes

Historical Nature of Data HUH!?

UNCERTAINTY

CAN’T RELY ON NOT DEFINITIVE

The Map is not the Territory

HOW MANY ERRORS DOES IT TAKE TO MAKE A COMEDY?

We shape our tools, and afterwards our tools shape us. Paraphrasing Winston Churchill

IDEOLOGY

SET OF BELIEFS OPINIONS

TRUTH

Are we susceptible to ideology? beware of #measure!

- We must be on Social Media - Google Adwords work - Multi-channel customers are the most profitable - Online Marketing is all about increasing conversion rates - It is essential to blog regularly - A 75% Bounce Rate is terrible

DECISION

A RESOLUTION

Emergencies Politics Priority Shifts Weight of the Past Fear of the Future MONEY

I know I’m right!!

Don’t make this your primary decision-making tool!

ACTION

DO SOMETHING ACHIEVE AN AIM

Analytics is Action it is meaningful only as such if not, it’s autism!

Is the patient better off?

HUMILITY

MODEST VIEW QUALITY

How many analysts does it take to pocket a ball?