FutureM 2014 - Turning Data into Insights
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Transcript of FutureM 2014 - Turning Data into Insights
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Turning Data into Insights
# F U T U R E M
Chris Penn @cspennVP, Marketing
SHIFT Communications
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From Data to Insight
# F U T U R E M
CHRISTOPHER S. PENN, SHIFT COMMUNICATIONS
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
Source:
Dynamic Mosquito
on Flickr
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#FUTUREM
@shiftcomm
@cspenn
Source: Domo
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#FUTUREM
@shiftcomm
@cspenn
Source:
http://www.dilbert.com/
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Teaching from
experience shares
poorly and scales
even less well.
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
The Marketing
DAIS
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#FUTUREM
@shiftcomm
@cspenn
Format: Compatible
Good Data
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
3C’s of Good Data:
Clean, compatible,
and chosen well.
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#FUTUREM
@shiftcomm
@cspenn
Data
Analysis
Insight
Strategy
Tactics
Execution
Metrics
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#FUTUREM
@shiftcomm
@cspenn
Data
Analysis
Insight
Strategy
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
What?
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#FUTUREM
@shiftcomm
@cspenn
Why?
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspennWhat
Next?
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
Source:
Tim Saxton
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#FUTUREM
@shiftcomm
@cspenn
Source:
Alex Medvick
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#FUTUREM
@shiftcomm
@cspenn
Source:
Jared Corin
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Analysis in Action
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
3 basic tools of analysis:
visualization, derivatives, and
moving averages.
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn( New – Old )
Old
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#FUTUREM
@shiftcomm
@cspenn(1.317 billion - 1.276 billion)
1.276 billion
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Creating Insights
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#FUTUREM
@shiftcomm
@cspenn
Theory
Hypothesis
Observation
Confirmation
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
A Strategy is Born
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#FUTUREM
@shiftcomm
@cspennPattern
Hypothesis
Theory
Observation
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#FUTUREM
@shiftcomm
@cspenn
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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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Conclusion
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#FUTUREM
@shiftcomm
@cspenn
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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#FUTUREM
@shiftcomm
@cspenn
You know my methods.
Apply them.
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
For slides and the lecture notes:
http://www.shiftcomm.com/futurem
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#FUTUREM
@shiftcomm
@cspenn
Source:
Will Scullin
on Flickr
Stay in touch!
www.shiftcomm.com
@shiftcomm
617-779-1800