Knowledge, Uncertainty, and Ideology in Digital Analytics

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Jacques Warren

How digital analysts create knowledge, in an environment of uncertainty, and risks of ideology.

Business

Knowledge, Uncertainty, and Ideology in
Digital Analytics

by
@jacqueswarren

FACTS AND INFORMATION

INFORMATION ABOUT FACTS

SKILLS ACQUIRED THROUGH INFORMATION

FACT-BASED SKILLS

THEORETICAL AND PRACTICAL
PRACTICAL KNOWLEDGE

Visit Attributes

Visitor Attributes

Customer Attributes

HOW MANY ERRORS DOES IT TAKE TO
MAKE A COMEDY?

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

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

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

MONEY

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

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

How many analysts does
it take to pocket a ball?

Knowledge, Uncertainty, and Ideology in Digital Analytics

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Knowledge, Uncertainty, and Ideology in Digital Analytics

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

2. Before I start….

3. WARNING!

4. It’s got wings? Must be a bird.

5. KNOWLEDGE

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

7. What is Analysis?

8. What is Segmentation?

9. Visit Attributes Visitor Attributes Customer Attributes

10. Historical Nature of Data HUH!?

11. UNCERTAINTY

12. CAN’T RELY ON NOT DEFINITIVE

13. The Map is not the Territory

14.

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

16.

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

18. IDEOLOGY

19. SET OF BELIEFS OPINIONS

20. TRUTH

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

22. - 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

23. DECISION

24. A RESOLUTION

25.

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

27.

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

29. ACTION

30. DO SOMETHING ACHIEVE AN AIM

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

32. Is the patient better off?

33. HUMILITY

34. MODEST VIEW QUALITY

35.

36.

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

Knowledge, Uncertainty, and Ideology in Digital Analytics

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