This document discusses the importance of analytics going beyond just numbers and focusing on collaboration to generate agreed upon insights and actions. It outlines the journey as having four steps: 1) setting objectives and key performance indicators, 2) collaborating across teams to share transparent data and have dialogue, 3) generating insight and identifying actions, and 4) visually presenting data to tell the story and drive results. The key is focusing on generating the right insight that leads to the right actions and ultimately achieving objectives and business results.

1. Analytics.
it’s not about the
numbers*
Brought to you by Andrew Scott
November 2013
* it is a little bit

2. Andrew Scott
• https://www.vizify.com/andrewjhscott/
• http://uk.linkedin.com/in/andrewjhscott/
• @techtranslated
• @digitalmktfs

3. If it’s not about the numbers…
What is it all about?
Sharing agreed, actionable insight with decision makers
Focusing on the right activities
But first we need to understand the journey

4. 1.Objectives and KPIs
KPIs
How
Objective
KPIs
KPIs
How
KPIs

5. The journey
A
D
E
+
Z
B
F
C
X

6. The journey take II

7. 2.Collaborate
1. Agreed objectives
2. Transparent data
Digital
Marketing
3. Dialogue
4. Insight!
Advertising
=

8. 3.Insight & action
9
Insight
8.2
8
7
Lorem ipsum dolor sit
amet, consectetuer adipiscing
6.5
elit, sed diam nonummy nibh
6
euismod tincidunt ut laoreet
5
dolore magna aliquam erat
4
volutpat. Ut wisi enim ad minim
3
veniam.
2
Actions
1.4
1.2
1.2
1.2
1
• Lorem ipsum dolor sit amet
0
• Lorem ipsum dolor sit amet

9. 4.Present - Visual data
75%
70%
50%
40%
10
0
20%
12
22
87
%
66
%
32
%
66

10. Visual data
80%
60%
30%
ipsum dolor sit amet
consectetuer
ipsum dolor sit amet
consectetuer
ipsum dolor sit amet
consectetuer
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM
25
%
50
%
73
%
95
%
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM

11. Critical skills
Insight
Numbers
•Right numbers
Action
•Right insight
•Right actions
RESULTS

12. THANK YOU.
You were listening to Andrew Scott
November 2013