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

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

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

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

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

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

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