Knowledge, Uncertainty, and Ideology in Digital Analytics
by @jacqueswarren
It’s got wings? Must be a bird.
FACTS AND INFORMATION
INFORMATION ABOUT FACTS
SKILLS ACQUIRED THROUGH INFORMATION
FACT-BASED SKILLS
THEORETICAL AND PRACTICAL
PRACTICAL KNOWLEDGE
What is Segmentation?
Visit Attributes
Visitor Attributes
Customer Attributes
Historical Nature of Data
HUH!?
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
SET OF BELIEFS
OPINIONS
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
EmergenciesPoliticsPriority Shifts
Weight of the Past Fear of the
FutureMONEY
I know I’m right!!
Don’t make this your primary decision-making
tool!
DO SOMETHING
ACHIEVE AN AIM
Analytics is Action
it is meaningful only as such
if not, it’s autism!
Is the patient better off?
MODEST VIEW
QUALITY
How many analysts does it take to pocket
a ball?