futurem 2014 - turning data into insights
DESCRIPTION
FutureM 2014 Turning Data into Insights Speaker: Chris Penn (@cspenn) Vice President, Marketing, SHIFT Communications Join veteran marketer Christopher S. Penn on a journey through your marketing data. From raw data itself, through different models and methods of analysis, to insights that tell you what to do next, you’ll learn strategic and tactical skills to understand the story that your data is trying to tell you – and what the next part of the story should be. See how techniques borrowed from the stock market apply to your web analytics; learn how reverse engineering your sales funnel can guide your social media strategy; and prepare for the future of data-driven marketing.TRANSCRIPT
Turning Data into Insights
# F U T U R E M
Chris Penn @cspennVP, Marketing
SHIFT Communications
From Data to Insight
# F U T U R E M
CHRISTOPHER S. PENN, SHIFT COMMUNICATIONS
@cspenn
#FUTUREM
@shiftcomm
@cspenn
Source:
Dynamic Mosquito
on Flickr
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@shiftcomm
@cspenn
Source: Domo
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@shiftcomm
@cspenn
Source:
http://www.dilbert.com/
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@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Teaching from
experience shares
poorly and scales
even less well.
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@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
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@cspenn
Source:
Will Scullin
on Flickr
The Marketing
DAIS
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@cspenn
Format: Compatible
Good Data
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Source:
Will Scullin
on Flickr
3C’s of Good Data:
Clean, compatible,
and chosen well.
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@cspenn
Data
Analysis
Insight
Strategy
Tactics
Execution
Metrics
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Data
Analysis
Insight
Strategy
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What?
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Why?
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@cspennWhat
Next?
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Source:
Tim Saxton
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Source:
Alex Medvick
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Source:
Jared Corin
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Source:
Will Scullin
on Flickr
Analysis in Action
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@cspenn
Source:
Will Scullin
on Flickr
3 basic tools of analysis:
visualization, derivatives, and
moving averages.
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@cspenn
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@cspenn( New – Old )
Old
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@cspenn(1.317 billion - 1.276 billion)
1.276 billion
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Source:
Will Scullin
on Flickr
Creating Insights
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Theory
Hypothesis
Observation
Confirmation
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Source:
Will Scullin
on Flickr
Always be ready to answer, “What
are you going to do about it?” to
any analysis you present.
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@cspenn
Source:
Will Scullin
on Flickr
A Strategy is Born
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@cspennPattern
Hypothesis
Theory
Observation
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Insensibly one begins
to twist facts to suit
theories, instead of
theories to suit facts.
It is a capital
mistake to
theorize before one has data.
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Source:
Will Scullin
on Flickr
Conclusion
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Source:
Will Scullin
on Flickr
If you don’t understand the past and
make changes in present, the future is
out of your control.
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@cspenn
You know my methods.
Apply them.
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@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
For slides and the lecture notes:
http://www.shiftcomm.com/futurem
#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Stay in touch!
www.shiftcomm.com
@shiftcomm
617-779-1800