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Skillset of an analyst - MeasureFest

This is about you

So I wanted to do something different. You are going to have plenty of good talks today at MeasureFest on new frameworks, case studies, the latest data tech tools.

The problem you might have though, once getting back into the office, is to actually take that next step.

- When will I get the time?
- Will IT let me add that plugin?
- Can I get Finance to sign off a purchase order?…

But you can start to make a difference, by focussing on you. You are more important than the tools you use, without you they add no value.

The more you develop the more valued you (and your tools of choice) become.
Enjoy!

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Skillset of an analyst - MeasureFest

  1. 1. Skillset of an 
 analyst Dominic Hurst @dh_analytics | dominichurst.com 9th November Measurefest 2017
  2. 2. This is about you So I wanted to do something different. You are going to have plenty of good talks today on new frameworks, case studies, the latest data tech tools. The problem you might have though, once getting back into the office, is to actually take that next step. When will I get the time?
 Will IT let me add that plugin? 
 Can I get Finance to sign off a purchase order?… But you can start to make a difference, by focussing on you. You are more important than the tools you use, without you they add no value. The more you develop the more valued you (and your tools of choice) become. Enjoy!
  3. 3. Show of hands
  4. 4. Job lifecycle Police Council Education Government Agency Percentage of role analysing 45% 40% 35% 100% 50%
  5. 5. Job lifecycle Police Council Education Government Agency 45% 40% 35% 100% 50% 30% 35% 15% 75% 100% Organisational buy-in to data
  6. 6. Barriers 1
  7. 7. Not part of the process; you’re an after thought ü  You’re not engrained in the production process; so your requests (add GTM, add item to the datalayer, add heatmap/ session recording tool…) are bottom of the backlog ü  You’re not involved with steering groups ü  You’re not talking to decision making management ü  Your outputs are not utilised to improve the business ü  You’re at the disposal of the Vanity manager
  8. 8. Efforts not used (or acknowledged) ü  You’re spending (a lot) time and effort on monthly/ timely reports ü  Your reports go out and you get no feedback ü  Your insights don’t hit the board room or the project planning sessions ü  You’re not involved in setting targets
  9. 9. Trapped by legacy ü  Your organisation has been mistreated by specialists ü  The reputation (of data) has been destroyed in the eyes of SMT ü  Discussions are around aggregated, opinionated nonsense
  10. 10. No one knows WTF you are talking about ü  You’re a lone voice ü  Management and technical teams don’t understand you ü  Marketing rely on 3rd party agencies to determine “fact” ü  You often hear “but what does that mean?”
  11. 11. Develop your 
 skill-belt 2
  12. 12. Skills Empathic DeterminedPassionate Adaptable Great communicator Collaborative Multilingual
  13. 13. Empathy
  14. 14. Ability to tell a story
  15. 15. Collaborate
  16. 16. Speak the language
  17. 17. Determination
  18. 18.  He who is not courageous enough to take risks will accomplish nothing in life  “  “  Muhammad Ali, Legend
  19. 19. Frameworks 3
  20. 20. Know your goal ü Align your work to the goals of the business ü Whether it’s measurement models, Lean UX, Sprint. Goal setting comes first ü Align your work to the internal goal – understand what makes management tick. Is it just results, is it more than that?
  21. 21. Stop copying your competitors – they may not know what the f*** they are doing either  “  “  Peep Laja, ConversionXL
  22. 22. Show/ Tell/ Test ü Show why data is important, what the data is (or isn't), whitepapers/ sales pitches for new products ü Tell them, what does it mean for us. Tell them what it means if we don’t act on insights ü If still a barrier, just do it. Easier to ask for forgiveness especially when you have data that resonates
  23. 23. Pick one idea. Verbalize that one singular key point. Build the story piece by piece, build excitement, build suspense  “  “  Avinash Kaushik, Guru
  24. 24. Listen, learn, do ü  Get out the building. Widen your zone of learning ü  Network and connect ü  Stand up and speak
  25. 25. Knowledge of a singular experience has a shelf life. A freshness to it that you have to be wary of  “  “  Ray Mosley, BBC
  26. 26. Mentor ü  Mentoring isn't an experience/ age thing ü  It’s stimulation, it’s an open playing field ü  Use it for speaking, dashboards, techniques
  27. 27. We all need someone who inspires us to do better  “  “  Anonymous
  28. 28. What’s the message?
  29. 29. thank you
  30. 30. Mentions and Credits Big thank you to the #measure community for the chats and inspiration over the past months. Thank you to Kelvin and the Measurefest team for putting on this event and letting me speak. Images royalty free or referenced So some good reading medium.com/@raymosley/stop-listening-to-others-start-following-your-own-path-784b92d7fbfa conversionxl.com/blog/best-practice-and-optimisation-experts/ With out saying @OptimiseOrDie and @avinash See you soon!

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