Everyone is a Data Analyst Adobe EMEA Summit 2014
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S I M O N J A M E S , S A P I E N T N I T R O
EVERYONE IS AN ANALYST
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2
1. YOU are a data analyst
2. The THREE things any data analyst needs
3. TOP TIPS for the modern analyst
AGENDA
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THE MOST COMPLICATED THING IN THE WORLD
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DO YOU HAVE ONE OF THESE?
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WHAT IS YOUR FAVOURITE PART OF THE SITE?
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WHICH IS A SLIPPERY SLOPE TO THIS
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Nike Fuel BandFully bled image
DO YOU HAVE ONE OF THESE?
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Image of stereotypical selfie taker
ISTHIS YOU?
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SELFIES are 38% more
likely to be liked on
INSTAGRAMand 31% more commented on
Source: Georgia Tech/Yahoo
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BURGLARS PREFER TECH OVER MONEY
2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/120
10
20
30
40
50
60Money Computer equipment CDs/tapes/videos/DVDs
% o
f B
urgl
arie
s
Source: UK Gov
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Elaine Rich:30% more accurate than professional intelligence officers
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EL BULLI
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STRUCTURED CREATIVITY
AssociationInspirationAdaptationDeconstructionMinimalismChanges to the structure of the menuThe search for new ingredients
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3THINGS EVERY ANALYST NEEDS
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Curious (adj):eager to know or learn something
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WHY DID ‘HEROES’ GET CANCELLED?
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IS GAME OF THRONES GOING TO GET CANCELLED?
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WHY ARE VAMPIRES CANNIBALISING MUTANTS?
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WHY ARE ALIENS UNAFFECTED?
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DOES DRUG TESTING WORK IN CYCLING?
Froome
Armstrong
Pantani (RIP)
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Creative (adj):having a good imagination or original ideas
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EVERYBODY LOVES THE GAME OF THRONES
“Halfway through the first episode of season four, an episode so hotly anticipated it crashed the HBO server, I did not understand anything that was going on.”Matt Rudd, The Sunday Times, 13th April 2014
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Sh% = Goals/Shots
Sav%=Saves/Shots
Unrepeatable
60% LuckSTR = Your shots /
Total shots
Consistency
86% Skill
Source: James Grayson
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Ronaldo & Tevez sold
Rooney signed
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LUCK - ATTACK Shot% LUCK - DEFENCE Save% SKILL STR
1 Man Ci ty 43.1 1 Chelsea 77.8 1 Man Ci ty 64.2%
2 Liverpool 39.2 2 Everton 75.0 2 Chelsea 62.9%
3 Man United 35.3 3 West Ham 75.0 3 Southampton 59.1%
4 West Ham 34.2 4 Crysta l Pa lace 72.1 4 Tottenham 58.4%
5 Swansea 32.7 5 Sunderland 72.1 5 Liverpool 57.2%
6 Arsenal 32.6 6 Arsenal 71.9 6 Newcastle 55.5%
7 Chelsea 31.8 7 Stoke 71.1 7 Everton 53.9%
8 Southampton 31.1 8 Man United 70.8 8 Arsenal 53.1%
9 Stoke 30.7 9 Man Ci ty 70.3 9 Man United 53.1%
10 West Brom 30.7 10 Cardiff 68.5 10 Swansea 51.6%
11 Everton 30.5 11 Hul l 68.1 11 West Brom 49.4%
12 Hul l 29.5 12 Liverpool 67.6 12 Aston Vi l la 47.2%
13 Aston Vi l la 29.0 13 Tottenham 66.9 13 Hul l 45.3%
14 Sunderland 28.9 14 Norwich 66.7 14 Norwich 45.1%
15 Tottenham 28.9 15 West Brom 65.8 15 Crysta l Pa lace 44.5%
16 Fulham 26.1 16 Fulham 65.4 16 Sunderland 43.1%
17 Cardiff 26.1 17 Aston Vi l la 65.1 17 Stoke 42.7%
18 Newcastle 22.5 18 Newcastle 64.7 18 Fulham 39.2%
19 Crysta l Pa lace 21.4 19 Swansea 64.1 19 West Ham 38.3%
20 Norwich 20.3 20 Southampton 64.0 20 Cardiff 38.0%
I predict West Ham
will be relegated
next season
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Courage (noun):the ability to do something frightening
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WHO HAS COURAGE?
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WHO COULD PREDICT?
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THE MARKET PREDICTS
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THE MARKET EXPLAINS 66% OF VARIANCE IN FINAL SCORE
Austria
Sweden
The Netherlands
UK R2=0.66
NB The UK is usually an outlier when it comes to betting – it’s patriotism in effect.
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WILL SCOTLAND BECOME INDEPENDENT?
The poll of polls currently says 33% for independence and 67% against
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LET’S ASK BETFAIR
80%20%
The market believes there is currently a 20% chance of Scotland becoming independent
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TOP TIPS FOR THE MODERN ANALYSTF r o m s o m e o n e w h o h a s m a d e a l l t h e f o l l o w i n g m i s t a k e s
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TL;DR
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‘STORYTELLING’ WITH DATA IS PURELY DESIGNED TO TORTURE CAPTIVE AUDIENCES(LIKE YOU)
Problem Complication Solution
Solution Problem Complication
Storytelling
Talking to the board
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EVERYONE IS SMARTER THAN ANYONE
People with analytics in their job title
People who need analytics to do their job
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IF YOU FIND SOMEONE WHO ISN’T AN ANALYST, EXPLAIN TO THEM THAT THEY ARE
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THANK YOU