Knowledge, Uncertainty, and Ideology in

Digital Analytics

by

@jacqueswarren

Before I start….

WARNING!

It’s got wings?

Must be a bird.

KNOWLEDGE

FACTS AND INFORMATION

INFORMATION ABOUT FACTS

SKILLS ACQUIRED THROUGH INFORMATION

FACT-BASED SKILLS

THEORETICAL AND PRACTICAL

PRACTICAL KNOWLEDGE

What is Analysis?

What is Segmentation?

Visit Attributes

Visitor Attributes

Customer Attributes

Historical Nature of Data

HUH!?

UNCERTAINTY

CAN’T RELY ON

NOT DEFINITIVE

The Map is not the Territory

HOW MANY ERRORS DOES IT TAKE TO

MAKE A COMEDY?

We shape our tools,

and afterwards our

tools shape us.Paraphrasing Winston Churchill

IDEOLOGY

SET OF BELIEFS

OPINIONS

TRUTH

Are we susceptible to ideology?

beware of #measure!

- 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

DECISION

A RESOLUTION

Emergencies

Politics

Priority Shifts

Weight of the Past

Fear of the Future

MONEY

Don’t make this your primary

decision-making tool!

ACTION

DO SOMETHING

ACHIEVE AN AIM

Analytics is Action

it is meaningful only as such

if not, it’s autism!

Is the patient better off?

HUMILITY

MODEST VIEW

QUALITY

How many analysts does

it take to pocket a ball?