In this presentation, I provide a brief definition of #datascience and #analytics using a funny scene from Netflix's House of Cards series. In this scene, Tom Hammerschmidt is very upset and he refers to the term analytics and poses the question of what it actually means. I go on to give a few supporting elements to define what analytics and data science are all about. There is also a video about it here: https://www.youtube.com/watch?v=MSl5nQiqnEs&t

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What is Data Science & Analytics?
A (somewhat quick, formal and relatively unstructured) definition based on (mostly
my own) empirical evidence
feliperego.com.au
DATA SCIENCE & ANALYTICS PARTNER
FELIPE REGO
@FelipeRego

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@FelipeRego

3. “Interdisciplinary field that (strives to) uses
the scientific method with (either small or big)
data and (some) technology to (try to) solve a
problem or answer a question”
Personal view based on my own experience and highly influenced by Wikipedia’s definition1
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1 - https://en.wikipedia.org/wiki/Data_science

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Interdisciplinary due to variety of backgrounds
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Sources: IAPA Survey 2016
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Domain
Knowledge
Data
Science
Computer
Science
Mathematical
Statistics
Mathematics / Statistics
Business
Analytics / Data Science
Information Systems / IT
Finance / Commerce
Computer Science
Management
Science
Economics
30%20%10%

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Scientific method because it all starts with questions
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Sources: Personal view
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Specific,
measurable,
time-based
Question
Ingest, store,
protect, query,
expose
Data
Explore, visualise,
test, validate
Analysis
Action-oriented,
engaging
Results
Learn, adapt and
incorporate
Repeat

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Data doesn’t need to be big for data science to work
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Sources: https://www.gartner.com/newsroom/id/1731916
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Volume
Velocity Variety
Big
Data
Terabytes of
transactions
Both
unstructured
and structured
data
Streams of
real-time data

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Source: http://cdn.chiefmartec.com/wp-content/uploads/2017/05/marketing_technology_landscape_2017_slide.jpg
Technology
Overwhelming landscape of solutions
@FelipeRego

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Asking questions is a fundamental requirement
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Sources: Personal view | Quote from: https://www.brainyquote.com/quotes/claude_levistrauss_154677
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Specific
Specific questions allow for a clearer path to finding an answer and
help people think more constructively
1
2
3
Measurable
Measurable questions allow for a faster prototyping and help
challenge assumptions
Time-based
Time-based questions give relative importance and provide a level of
constraint to the problem
“ The scientist is not
a person who gives
the right answers,
he's one who asks
the right questions ”
Claude Lévi-Strauss

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What is Data Science & Analytics?
A (somewhat quick, formal and relatively unstructured) definition based on (mostly
my own) empirical evidence
feliperego.com.au
DATA SCIENCE & ANALYTICS PARTNER
FELIPE REGO
@FelipeRego

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With an extensive industry experience as well as a deep, technical
analytical expertise, Felipe is often required by marketing, sales,
finance, technology and strategy teams to provide support and to
deliver robust analytical solutions that are easy to use, understand and
implement. Felipe’s unique methodology focuses on a holistic
organisational approach to using data and science to improve
performance and reduce costs.
Felipe helps organisations and teams with Data Science and
Analytics Strategy, Predictive Analytics and Machine Learning
solutions, Data Integration, Visualisation and Insights Automation
and Analytical Training and Workshops.
Felipe is also an analytics instructor helping disseminate practical,
actionable analytics and data visualisation techniques in both
classrooms and online settings. Organisations that partner with Felipe
end up with a more engaged workforce and individuals feel more
prepared to step up to their next challenge using data and analytics in
their day-to-day jobs.
When Felipe is not partnering with clients or helping students, he’s a
research candidate in Learning Analytics at the University of
Sydney making sense of students’ digital traces and the role learning
analytics play in influencing learning outcomes.
Felipe is also a blogger in predictive analytics, statistical learning
and data visualisation. Last year alone, Felipe had over 83,000
visitors to his blog from more than 180+ countries. Some of his articles
have been ranked #1 in google search and referenced by many
sources and students in leading educational organisations including
referrals / mentions from StackOverflow, Udacity, Western Michigan
University, UC Santa Barbara, Edinburgh Napier University, among
others.
About Felipe
Felipe is a leading advanced analytics and
data science partner, helping teams build,
manage and enhance their data science and
analytics solutions in a strategically-aligned,
commercially-oriented and customer-centred
way.

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Capabilities & Services
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Felipe helps organisations make
sense of their current analytics
capability and provide them with a
clear roadmap to find future
growth opportunities with a
distinctive balance between
technical know-how and business
experience.
Data Science &
Analytics Strategy
From marketers requiring a robust
segmentation model of their
customers or a recommendation
engine for their products to sales
and finance leaders wanting to
improve their forecasting ability,
Felipe partners with teams to
implement a variety of machine
learning solutions.
Predictive Analytics
& Machine Learning
Felipe partners with teams to help
declutter their data assets and
provide them with scalable,
interactive and actionable data
visualisation solutions. As a
result, organisations become
more transparent and can more
seamlessly monitor their
performance.
Data Visualisation &
Insights Automation
Felipe partners with both
educational institutions and
corporate organisations to help
disseminate practical, actionable
and easy-to-understand data
science, predictive analytics and
data visualisation techniques to
students and staff.
Analytical Training &
Corporate Workshops

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Some of the Brands I’ve Worked With
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Long-term or ad-hoc consulting and permanent projects with leading brands

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Examples of Consulting Projects
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Case Studies

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What Some of my Clients Say
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Testimonials from consulting clients
“We needed someone who could come in and help define and build a cutting-edge analytics solution for customer retention as part of a larger analytics
investment. We at 3P have been laser-focused on our customers and further utilising advanced analytics for that was an easy decision. I was impressed by
Felipe’s self-directed approach. Differently from other data science professionals we worked with, Felipe was really good at maintaining constant
communication with the executive team and stakeholders. He also made sure that the results were easily interpretable for non-technical folks such as product,
sales and design teams. But the most valuable thing for me was that he aligned technical solution to commercial benefits. At the end of the engagement, we
had a clearer picture of the potential benefits of the solution he built which made it easier to adopt."- Simon Perry, Chief Information Officer, 3P Learning, 15
March 2018, Simon was a client of Felipe’s
“Felipe was recommended to us as an experienced analytics expert who, in partnership, communicated technical terms in an easy-to-understand,
business-friendly language. This was part of our recipe for success for winning the project. Felipe brought an impressive knowledge and wealth of experience
which both impressed us and the client. He supported many conversations with the client during the process which helped to confirm why we were the team to
deliver. Not only was the knowledge there but Felipe was hands on in translating the concept and in building the prototypes with us. He was a pleasure to work
with and I would definitely recommend him and his expertise to anyone needing an analytics expert."- Tracy Voong, Data Planning & Strategy Director, The
Works, 15 October 2017, Tracy was a client of Felipe’s

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What Some of my Clients Say
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Testimonials from workshop attendees / training participants
“Felipe [...] is enthusiastic and passionate about data analytics and presented the history to current focus in a clear and structured manor. I found his research
and background knowledge insightful and can recommend Felipe for teaching or coaching individuals or businesses. Felipe went “the extra mile” to provide
examples and course notes to help me going forward. Felipe recognized ideas in a group setting and I was surprised at what I knew from practice and was able
to affirm my knowledge along with learning new tricks and tips from what Felipe had provided.” - Ron White, Project Manager - NSW EPA, September 5, 2018, Felipe
was a client of Ron’s
“I recently undertook training in Data Visualisation to top-up a bunch of informal reading I'd done on the topic. Felipe is knowledgeable, approachable and a
professional in the the field of Business Intelligence and Data Visualisation. I found Felipe's training inspiring and has built my confidence with various DataVis
tools including, for example Tableau.” -Wayne Redmond, Decision Analysis, Technical Liaison, Dad!, September 1, 2018, Wayne was a client of Felipe’s
“As a graduate student I constantly find myself looking for great resources that clearly explain difficult concepts. This past semester I was fortunate enough to
find Felipe Rego's blog. I was immediately captivated by how clearly he was able to explain a wide arrangement of difficult topics. In an age where effective
technical communication is an invaluable skill, Felipe Rego has the gifts and knowledge necessary to make an immediate impact on any data science team.” -
Gustavo Arismendi, Computer Science Graduate Student - Data Analytics and Machine Learning at University of Houston, June 4, 2018, Gustavo was a client of
Felipe’s
“I had the pleasure of attending Felipe's presentation at the 2017 MarTech conference. It was an interesting session into how to build and manage a successful
Data Science capability for marketing organisations. His personal experience and knowledge of analytics really shone through, and I found it very insightful.” -
Amelia Ward, Head of Digital, Sydney at PHD, May 2, 2018, Amelia was a client of Felipe’s

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What Some of my Clients Say
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“Data Science is one of 21st century digital wonders. Felipe onboards you to the data science with ease and makes you comfortable to start applying data
science from the first day. It was a great workshop.” - Petras Janulevicius VR design & development at Diesel Immersive February 5, 2018, Petras was a client of Felipe’s
“I went to Felipe's intro to data analytics & data science workshop recently at Academy Xi. Felipe teaches with passion and uses plain language so that students
can follow. I picked up useful data analytics skills throughout the 3 hours workshop.” - Sandy Tsui CPA | Business Partner | Data Analytics | Data Visualisation |
Passionate to make an impact January 28, 2018, Sandy was a client of Felipe’s
“Felipe is very efficient at delivering highly technical knowledge. His teaching and mentoring methods are very engaging while also challenging. Felipe's
real-life example approach made the Data Analytics course even more valuable; and provided me with the confidence to incorporate advanced data analysis
into my current job.” - Jose Castell Technical Product Specialist at Roche (Haematology & Urinalysis) February 11, 2017, Jose was a client of Felipe’s
“Felipe was my instructor for one of General Assembly’s Data Analytics courses in 2016. He was a highly effective and engaging teacher who was genuinely
interested in his students. He routinely added more to the course (industry insights, best practices, things books don’t tell you, etc), which was incredibly
valuable and helpful. I especially appreciated how encouraging and responsive he was when students asked unique or challenging questions. That was a very
important point for me because that kind of dialogue keeps me motivated for what’s next. Felipe is a wonderful instructor. I highly recommend him!” - Byron
Allen Data Analysis & Architecture June 30, 2016, Byron was a client of Felipe’s
Testimonials from workshop attendees / training participants

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Thought Leadership / Blogging Facts
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Over +80,000 visitors / year from +180 countries - many content referrals and citations
Example of Facebook Referral by the Western Michigan University
about a blog I wrote on Principal Component Analysis using R
Example of one of my most popular blog posts which has been ranked #1 in google
searches out of more than 9.2 million other similar results

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Framework for Delivering Learning Content
Tools and Techniques are no longer enough for a successful analytics professional
Tools
Ability to work with a variety
of popular programming and
business tools
Techniques
Understanding of a variety
of methodologies to carry
out analytics
Tactics
Able to approach, structure
and deliver a data science
and analytics project E2E
Tact
Soft skills to deal with
ambiguity and manage a
variety of stakeholders
The 4 Ts of Data Science Skills
Sources: https://feliperego.github.io/blog/2018/06/25/Four-Ts-Data-Science-Analytics-Skills

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Applying best practices to build, manage and enhance data science capabilities
For more, visit: DASAMATM
- Data Science and Analytics Maturity Assessment Model
Strategy alignment
and executive
sponsorship
Organisation &
Culture
Data acquisition,
storage, governance,
tech stack
Data &
Technology
Investment, talent
mix, experimentation
Talent &
Teams
Specific, measurable
and time-based
Ability to Ask
Questions
Clarity of insight,
accessibility of results
Action-oriented
Storytelling
DASAMATM
Sources: https://feliperego.github.io/blog/2017/11/13/DASAMA-Analytics-Maturity-Model-Survey
Framework for Achieving Analytics Maturity

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Corporate Training, Courses & Workshops
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Focused on end-to-end analytical know-how but balancing audience profile, duration and granularity
Topics include key concepts,
definitions and latest trends in
the field. Includes a hands-on
exercise where all participants
solve an analytics problem
end-to-end.
Duration: min 1 day
Audience: All Welcome
Prerequisites: None
Resources: Individual PCs
Foundations of Data
Science & Analytics
Data Visualisation &
Storytelling
Manipulating Large
Datasets with SQL
Introduction to
Machine Learning
Topics include history and
earlier approaches to
visualising data and more
recent techniques and
technologies. Highly visual
and interactive program.
Duration: min 1 day
Audience: All Welcome
Prerequisites: None
Resources: Individual PCs
Topics include basic data
warehouse concepts through
to building and optimising
advanced SQL queries for
providing insights and solving
real-world problems.
Duration: min 1 day
Audience: All Welcome
Resources: Individual PCs
Topics include key concepts
and latest trends in artificial
intelligence and machine
learning with participants
building a variety of models
using open-source and cloud.
Duration: min 1 day
Audience: All Welcome
Resources: Individual PCs

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Video: Latest Talks, Interviews & Workshops
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Photos: Latest Talks + Workshop
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I would love to hear your story, share my
experience and learn about your challenges.
feliperego.com.au
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