EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne –...

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eMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne [email protected] @jimsterne emetrics.or

Transcript of EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne –...

Page 1: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

eMetrics Summit

Digital Analytics Association

Jim Sterne What Makes a Great Analyst?

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 2: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

What Makes a Great Analyst?

Understand the Raw MaterialUnderstand the ToolsUnderstand the Problem to be SolvedUnderstand the Art of AnalysisUnderstand the Art of Communication

Page 3: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.
Page 4: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Big Data

VolumeVarietyVelocity

Get used to not being able to get used to

how much data you have

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 5: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Demographic DataPsychographic DataMarketplace Data

Direct Marketing MetricsCustomer Analytics (CRM)

Sales Force Automation DataCall Center DataWeb Analytics

Social Media Metrics

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Big Data

Page 6: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Big DataBig Data

Page 7: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

ETL

Web Website Mobile Retail Call Center Social

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Touchpoints:

Page 8: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

ETL

Web Website Mobile Retail Call Center Social

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 9: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

ETL

Web Website Mobile Retail Call Center Social

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 10: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.
Page 11: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Understand the Raw Material

ValidCredibleReliableConsistentCleanUnbiased

DefinedRelevantCorrelate-ableUnderstandableCompleteTimely

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 12: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Stephen Fewhttp://www.perceptualedge.com/blog/?p=820

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 13: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

What Makes a Great Analyst?

Understand the Raw MaterialUnderstand the ToolsUnderstand the Problem to be SolvedUnderstand the Art of AnalysisUnderstand the Art of Communication

Page 14: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Technical breakthroughs:cheap disk storagetaking the processing to the data

VolumeVarietyVelocity?

? ? ? ? ?

? ? ? ? ?

? ? ? ? ?

? ? ? ? ?

? ? ? ? ?

? ? ? ? ?

? ? ? ? ?

? ? ? ? ?

Big Data

Map ReduceHadoop

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 15: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

What Makes a Great Analyst?

Understand the Raw MaterialUnderstand the ToolsUnderstand the Problem to be SolvedUnderstand the Art of AnalysisUnderstand the Art of Communication

Page 16: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Analytics are Worthlesswithout Goals

Defined – languageSpecific – amount and timeSupported– politically aligned

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 17: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Example: Business Goals

Raise RevenueLower CostsIncrease Customer Satisfaction

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 18: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Subordinate: Marketing Goals

Raise AwarenessImprove AttitudeInfluence InfluenceInspire InteractionGenerate SalesDrive Value

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 19: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Art of Analysis

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Color = SegmentKeywordsSourcePersonaLocationRecencyFrequencyPreferencesSocial media linksSocial media sentiment.....

Size = LTV

Page 20: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

The Art of Marketing Analysis

Page 21: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

The Art of Marketing Analysis

Page 22: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

The Art of Marketing Analysis

Page 23: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

The Art of Marketing Analysis

Page 24: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

What Problem Are WeSolving For?

Jim Sterne – [email protected] – @jimsterne – emetrics.org

The Art of Marketing Analysis

Page 25: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Analytics are Worthless without GoalsDefined – language

Specific – amount and time

Supported– politically aligned

Example: Business GoalsRaise Revenue

Lower Costs

Increase Customer Satisfaction

Optimize for Customer Life Time Value

Jim Sterne – [email protected] – @jimsterne – emetrics.org

The Art of Marketing Analysis

Page 26: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Find more like these

Find more like these

Find more like these

Color = segment Size = LTV

Relinquish to competition

$$$

Jim Sterne – [email protected] – @jimsterne – emetrics.org

The Art of Marketing Analysis

Page 27: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Find more like these

Find more like these

Find more like these

Relinquish to competition

Turn into higher value customers

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Color = segment Size = LTV The Art of Marketing Analysis

Page 28: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Turn into higher value customers

Marketing Program 1A, 1B... 1n

Marketing Program 2A, 2B...2n

Marketing Program 3A, 3B... 3n

Deprioritize

ListOfferMediumCreative

Turn into higher value customers

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Color = segment Size = LTV The Art of Marketing Analysis

Page 29: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Understand the Problem to be Solved

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 30: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

What Makes a Great Analyst?

Understand the Raw MaterialUnderstand the ToolsUnderstand the Problem to be SolvedUnderstand the Art of AnalysisUnderstand the Art of Communication

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 31: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

The low hanging fruit of analysis

Errors/omissions/complaints

Spikes & troughs

“That’s funny”

Anomalies

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of Analysis

Page 32: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisThe low hanging fruit of analysis

KeywordsSourcePersonaLocationRecencyFrequencyPreferencesSocial media linksSocial media sentiment.....

Segmentation

Page 33: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisThe low hanging fruit of analysis

SegmentationSegmentationReason Backwards

Identify the desired result

Identify those who have done it

Identify what they have in common

How are they different from the rest?

How do we find more like them?

How do we get others to act like them?

Page 34: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisThe low hanging fruit of analysis

SegmentationSegmentationReason Backwards search landing page

product A product B product A product C details basket

reviews about us checkout

Return once moreClick once moreAgree once morePurchase once moreMention once more

Microconversions

Page 35: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Lies, damned lies, and statistics- Mark Twain

68% agree: “Advertising stimulates competition, which leads to better products and lower prices”

People Love Ads!!

68% agree: “I do not like my online behavior tracked and analyzed”

People Hate Ads!!

Art of AnalysisAnalytics Traps

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 36: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Do not use statistics

as a drunken man uses lamp-posts –

for support rather than for illumination

- Andrew Lang

Art of AnalysisAnalytics Traps

Lies, damned lies, and statistics- Mark Twain

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 37: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

It’s easy to misuse numbersIt’s even easier not to know you’re doing it

Bias

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisAnalytics Traps

Page 38: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Hindsight bias... I knew it all alongRepresentativeness bias... stereotypingAnchoring bias... small detail sets baselineAvailability bias.. the first thing that comes to mindConfirmation bias ... I only listen to what I agree with Self-serving bias... my success and your failureExpectancy bias... Seeing only what I expectSelf-consistency bias... I have always thought this

http://www.youtube.com/watch?v=3RsbmjNLQkchttp://www.clickz.com/clickz/column/2076211/dont-believe

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisAnalytics Traps

Page 39: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

We

Really

Love

Puzz

les

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisAnalytics Traps

Page 40: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisAnalytics Traps

Page 41: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

The Peril of Trick QuestionsAirplane crashBus rideBear hunt

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisAnalytics Traps

Page 42: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Correlation is not causation

Umbrellas cause rain

Ice cream vendors cause global warming

Smoking lengthens seniors’ lives

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisAnalytics Traps

Page 43: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Analyst

Tech Math

BusinessMultilingualPuzzle Solver

Lateral ThinkerDreamer

To make senseof lots of data

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Knowledge

Intelligence

Intuition

Page 44: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Analyst

BooksBlogs

ConferencesPracticeExercise

DaydreamBrainstorm

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Knowledge

Intelligence

Intuition

Page 45: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Stephen Fewhttp://www.perceptualedge.com/blog/?p=820

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 46: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Art of Analysis

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 47: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.
Page 48: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of Analysis

Page 49: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Data tomatoInformation tomato is a fruitKnowledge fruit salad is good and easy to makeWisdom don't put tomatoes in fruit salad

Art of Analysis

Insight tomatoes can be treated like vegetables

Page 50: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of Analysis

Consilience (Merriam Webster):the linking together of principles from different disciplines especially when forming a comprehensive theory

Page 51: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of Analysis

“Where do ideas come from? Looking at one thing and seeing another”

-Saul Bass

InsightInferenceInspirationMoment of genius

Page 52: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of Analysis

InsightInferenceInspirationMoment of genius

“...data scientists... make discoveries while swimming in data... [their] dominant trait is intense curiosity ... This often entails the associative thinking that characterizes the most creative scientists in any field.”

Tom Davenport & D.J. Patil

Page 53: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of Analysis

InsightInferenceInspirationMoment of genius

As one grows older, one sees the impossibility of imposing your will on the chaos with brute force. But if you are patient, there may come that moment when, while eating an apple, the solution presents itself politely and says, ‘Here I am!’

- Albert Einstein

Page 54: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

filtering/sorting/ranking/comparing/grouping

Art of Analysis

The most exciting phrase that heralds new discoveries, is not Eureka! (I found it) but: Hmmm, that's funny

- Isaac Asimov

Not: What’s the right answerBut: What’s the next question?

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 55: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

It’s not reporting

Art of Analysis

Reporting is the stripping away data for the purposes of communicating

Analysis is the aggregation of data for purposes of pondering

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 56: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

DataArt of Analysis

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 57: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Data

All models are wrongsome models are useful

George Box

Art of Analysis

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 58: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

DataArt of Analysis

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 59: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

CreativityIs there a pattern?Is there an anomaly?What can be omitted?What if we did it backwards?Can we look at it from the other side?What if this is the wrong problem?What if we changed the time scale?What additional data would be dispositive?What if it had wheels?What would Chuck Norris do?

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of Analysis

Page 60: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

The ability to ask good questions

Art of Analysis

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 61: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

What Makes a Great Analyst?

Understand the Raw MaterialUnderstand the ToolsUnderstand the Problem to be SolvedUnderstand the Art of Communication

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 62: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisBeing Indispensable

Impart useful insight

Page 63: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisBeing Indispensable

Impart useful insight DataMetricsReportsBenchmarksAlertsAutomationInsights

Page 64: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisBeing Indispensable

Tell stories instead of delivering reportsLeave off the sausage making detailsTie everything to the bottom lineHelp individuals achieve their goalsHave an opinion

Page 65: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.
Page 66: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisBeing Indispensable

We can improvethis numberby this percentin this time framewith this investmentAnd we can prove it

with this test

Have an Opinion and be Specific

We have this problemwhich we think is caused by this which might be fixed by thisin this time framewith this investmentAnd we can prove it

with this test

Page 67: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Page 68: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Statistics AccountingProbability CertaintyLikelihood InevitabilityChance DeterminedIndicator FactProjected Proven

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of AnalysisBeing Indispensable

Page 69: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

All models are wrongSome models are useful

Jim Sterne – [email protected] – @jimsterne – emetrics.org

George E. P. Box

Page 70: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Art of Being Indispensable

InsightInferenceInspirationMoment of genius

Deliver itShip itSell itCommunicate it

Page 71: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

Jim Sterne – [email protected] – @jimsterne – emetrics.org

Leave off the sausage making detailsTie everything to the bottom lineHelp individuals achieve their goalsTie those stories to individuals’ goals

Art of Being Indispensable

Page 72: EMetrics Summit Digital Analytics Association Jim Sterne What Makes a Great Analyst? Jim Sterne – jsterne@targeting.com – @jimsterne – emetrics.org.

What Did We Learn?

Big Data is simply more than you are used toAnalytics are worthless without goalsCreativity is a skill / gift / necessityAll models are wrong, some are usefulIndispensable analysts have opinions