Knowledge, Uncertainty, and Ideology in Digital Analytics
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Knowledge, Uncertainty, and Ideology in
Digital Analytics
by
@jacqueswarren
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Before I start….
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WARNING!
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It’s got wings?
Must be a bird.
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KNOWLEDGE
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FACTS AND INFORMATION
INFORMATION ABOUT FACTS
SKILLS ACQUIRED THROUGH INFORMATION
FACT-BASED SKILLS
THEORETICAL AND PRACTICAL
PRACTICAL KNOWLEDGE
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What is Analysis?
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What is Segmentation?
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Visit Attributes
Visitor Attributes
Customer Attributes
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Historical Nature of Data
HUH!?
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UNCERTAINTY
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CAN’T RELY ON
NOT DEFINITIVE
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The Map is not the Territory
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HOW MANY ERRORS DOES IT TAKE TO
MAKE A COMEDY?
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We shape our tools,
and afterwards our
tools shape us.Paraphrasing Winston Churchill
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IDEOLOGY
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SET OF BELIEFS
OPINIONS
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TRUTH
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Are we susceptible to ideology?
beware of #measure!
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- 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
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DECISION
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A RESOLUTION
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Emergencies
Politics
Priority Shifts
Weight of the Past
Fear of the Future
MONEY
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Don’t make this your primary
decision-making tool!
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ACTION
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DO SOMETHING
ACHIEVE AN AIM
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Analytics is Action
it is meaningful only as such
if not, it’s autism!
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Is the patient better off?
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HUMILITY
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MODEST VIEW
QUALITY
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How many analysts does
it take to pocket a ball?
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