FutureM 2014 Turning Data into Insights Speaker: Chris Penn (@cspenn) Vice President, Marketing, SHIFT Communications Join veteran marketer Christopher S. Penn on a journey through your marketing data. From raw data itself, through different models and methods of analysis, to insights that tell you what to do next, you’ll learn strategic and tactical skills to understand the story that your data is trying to tell you – and what the next part of the story should be. See how techniques borrowed from the stock market apply to your web analytics; learn how reverse engineering your sales funnel can guide your social media strategy; and prepare for the future of data-driven marketing.

1. Turning Data into Insights
# F U T U R EM
Chris Penn
@cspenn
VP, Marketing
SHIFT Communications

2. From Data to Insight
CHRISTOPHER S. PENN, SHIFT COMMUNICATIONS
@cspenn
# F U T U R EM

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Source:
Dynamic Mosquito
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Source: Domo

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Source:
http://www.dilbert.com/

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Source:
Will Scullin
on Flickr
Teaching from
experience shares
poorly and scales
even less well.

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Source:
Will Scullin
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Will Scullin
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The Marketing
DAIS

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Good Data
Format: Compatible

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Will Scullin
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3C’s of Good Data:
Clean, compatible,
and chosen well.

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Data
Analysis
Insight
Strategy
Tactics
Execution
Metrics

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Data
Analysis
Insight
Strategy

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15. @cspenn What?
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16. @cspenn Why?
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18. @cspenn What
Next?
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Source:
Tim Saxton

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Source:
Alex Medvick

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Jared Corin

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Source:
Will Scullin
on Flickr
Analysis in Action

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Will Scullin
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3 basic tools of analysis:
visualization, derivatives, and
moving averages.

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27. @cspenn ( New – Old )
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Old

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@cspenn (1.317 billion - 1.276 billion)
1.276 billion

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Creating Insights

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Theory
Observation
Hypothesis
Confirmation

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Always be ready to answer, “What
are you going to do about it?” to
any analysis you present.

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A Strategy is Born

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Hypothesis
Theory
Observation

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mistake to
theorize before
one has data.
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Insensibly one begins
to twist facts to suit
theories, instead of
theories to suit facts.

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Conclusion

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If you don’t understand the past and
make changes in present, the future is
out of your control.
@cspenn
Source:
Will Scullin
on Flickr

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You know my methods.
Apply them.

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Will Scullin
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For slides and the lecture notes:
http://www.shiftcomm.com/futurem

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Will Scullin
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Stay in touch!
www.shiftcomm.com
@shiftcomm
617-779-1800