1. Knowledge, Uncertainty, and Ideology in Digital Analytics by @jacqueswarren

2. WARNING!

3. It’s got wings? Must be a bird.

4. KNOWLEDGE

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

6. What is Analysis?

7. What is Segmentation?

8. Visit Attributes Visitor Attributes Customer Attributes

9. Historical Nature of Data HUH!?

10. UNCERTAINTY

11. CAN’T RELY ON NOT DEFINITIVE

12. The Map is not the Territory

14. HOW MANY ERRORS DOES IT TAKE TO MAKE A COMEDY?

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

17. IDEOLOGY

18. SET OF BELIEFS OPINIONS

19. TRUTH

20. Are we susceptible to ideology? beware of #measure!

21. - 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

22. DECISION

23. A RESOLUTION

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

26. I know I’m right!!

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

28. ACTION

29. DO SOMETHING ACHIEVE AN AIM

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

31. Is the patient better off?

32. HUMILITY

33. MODEST VIEW QUALITY

36. How many analysts does it take to pocket a ball?