Analytics. It's not about the numbers - Andrew Scott

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This document discusses the importance of analytics going beyond just numbers and focusing on collaboration to generate agreed upon insights and actions. It outlines the journey as having four steps: 1) setting objectives and key performance indicators, 2) collaborating across teams to share transparent data and have dialogue, 3) generating insight and identifying actions, and 4) visually presenting data to tell the story and drive results. The key is focusing on generating the right insight that leads to the right actions and ultimately achieving objectives and business results.

Negócios Tecnologia

Analytics.
it’s not about the
numbers*
Brought to you by Andrew Scott
November 2013

* it is a little bit

Andrew Scott
• https://www.vizify.com/andrewjhscott/

• http://uk.linkedin.com/in/andrewjhscott/
• @techtranslated
• @digitalmktfs

If it’s not about the numbers…
What is it all about?
Sharing agreed, actionable insight with decision makers
Focusing on the right activities

But first we need to understand the journey

1.Objectives and KPIs
KPIs

How
Objective

KPIs
KPIs

How

KPIs

2.Collaborate
1. Agreed objectives
2. Transparent data

Digital

Marketing

3. Dialogue
4. Insight!

Advertising

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3.Insight & action
9

Insight

8.2
8
7

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Actions

1.4

1.2

1.2

1.2

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4.Present - Visual data
75%

70%

50%

40%

10
0

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12
22

87

%

66

%

32

%

66

Visual data
80%

60%

30%

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LOREM IPSUM

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25
%

50
%

73
%

95
%

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LOREM IPSUM

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Critical skills
Insight

Numbers

•Right numbers
Action

•Right insight
•Right actions

RESULTS

THANK YOU.
You were listening to Andrew Scott
November 2013

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Analytics. It's not about the numbers - Andrew Scott

1. Analytics. it’s not about the numbers* Brought to you by Andrew Scott November 2013 * it is a little bit

2. Andrew Scott • https://www.vizify.com/andrewjhscott/ • http://uk.linkedin.com/in/andrewjhscott/ • @techtranslated • @digitalmktfs

3. If it’s not about the numbers… What is it all about? Sharing agreed, actionable insight with decision makers Focusing on the right activities But first we need to understand the journey

4. 1.Objectives and KPIs KPIs How Objective KPIs KPIs How KPIs

5. The journey A D E + Z B F C X

6. The journey take II

7. 2.Collaborate 1. Agreed objectives 2. Transparent data Digital Marketing 3. Dialogue 4. Insight! Advertising =

8. 3.Insight & action 9 Insight 8.2 8 7 Lorem ipsum dolor sit amet, consectetuer adipiscing 6.5 elit, sed diam nonummy nibh 6 euismod tincidunt ut laoreet 5 dolore magna aliquam erat 4 volutpat. Ut wisi enim ad minim 3 veniam. 2 Actions 1.4 1.2 1.2 1.2 1 • Lorem ipsum dolor sit amet 0 • Lorem ipsum dolor sit amet

9. 4.Present - Visual data 75% 70% 50% 40% 10 0 20% 12 22 87 % 66 % 32 % 66

10. Visual data 80% 60% 30% ipsum dolor sit amet consectetuer ipsum dolor sit amet consectetuer ipsum dolor sit amet consectetuer LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM 25 % 50 % 73 % 95 % LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM

11. Critical skills Insight Numbers •Right numbers Action •Right insight •Right actions RESULTS

12. THANK YOU. You were listening to Andrew Scott November 2013

Analytics. It's not about the numbers - Andrew Scott

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Analytics. It's not about the numbers - Andrew Scott