Everyone is a Data Analyst Adobe EMEA Summit 2014

S I M O N J A M E S , S A P I E N T N I T R O

EVERYONE IS AN ANALYST

2

1. YOU are a data analyst

2. The THREE things any data analyst needs

3. TOP TIPS for the modern analyst

AGENDA

THE MOST COMPLICATED THING IN THE WORLD

DO YOU HAVE ONE OF THESE?

WHAT IS YOUR FAVOURITE PART OF THE SITE?

WHICH IS A SLIPPERY SLOPE TO THIS

Nike Fuel BandFully bled image

DO YOU HAVE ONE OF THESE?

Image of stereotypical selfie taker

ISTHIS YOU?

SELFIES are 38% more

likely to be liked on

INSTAGRAMand 31% more commented on

Source: Georgia Tech/Yahoo

BURGLARS PREFER TECH OVER MONEY

2003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/120

10

20

30

40

50

60Money Computer equipment CDs/tapes/videos/DVDs

% o

f B

urgl

arie

s

Source: UK Gov

Elaine Rich:30% more accurate than professional intelligence officers

EL BULLI

STRUCTURED CREATIVITY

AssociationInspirationAdaptationDeconstructionMinimalismChanges to the structure of the menuThe search for new ingredients

3THINGS EVERY ANALYST NEEDS

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Curious (adj):eager to know or learn something

WHY DID ‘HEROES’ GET CANCELLED?

IS GAME OF THRONES GOING TO GET CANCELLED?

WHY ARE VAMPIRES CANNIBALISING MUTANTS?

WHY ARE ALIENS UNAFFECTED?

DOES DRUG TESTING WORK IN CYCLING?

Froome

Armstrong

Pantani (RIP)

Creative (adj):having a good imagination or original ideas

EVERYBODY LOVES THE GAME OF THRONES

“Halfway through the first episode of season four, an episode so hotly anticipated it crashed the HBO server, I did not understand anything that was going on.”Matt Rudd, The Sunday Times, 13th April 2014

Sh% = Goals/Shots

Sav%=Saves/Shots

Unrepeatable

60% LuckSTR = Your shots /

Total shots

Consistency

86% Skill

Source: James Grayson

Ronaldo & Tevez sold

Rooney signed

LUCK - ATTACK Shot% LUCK - DEFENCE Save% SKILL STR

1 Man Ci ty 43.1 1 Chelsea 77.8 1 Man Ci ty 64.2%

2 Liverpool 39.2 2 Everton 75.0 2 Chelsea 62.9%

3 Man United 35.3 3 West Ham 75.0 3 Southampton 59.1%

4 West Ham 34.2 4 Crysta l Pa lace 72.1 4 Tottenham 58.4%

5 Swansea 32.7 5 Sunderland 72.1 5 Liverpool 57.2%

6 Arsenal 32.6 6 Arsenal 71.9 6 Newcastle 55.5%

7 Chelsea 31.8 7 Stoke 71.1 7 Everton 53.9%

8 Southampton 31.1 8 Man United 70.8 8 Arsenal 53.1%

9 Stoke 30.7 9 Man Ci ty 70.3 9 Man United 53.1%

10 West Brom 30.7 10 Cardiff 68.5 10 Swansea 51.6%

11 Everton 30.5 11 Hul l 68.1 11 West Brom 49.4%

12 Hul l 29.5 12 Liverpool 67.6 12 Aston Vi l la 47.2%

13 Aston Vi l la 29.0 13 Tottenham 66.9 13 Hul l 45.3%

14 Sunderland 28.9 14 Norwich 66.7 14 Norwich 45.1%

15 Tottenham 28.9 15 West Brom 65.8 15 Crysta l Pa lace 44.5%

16 Fulham 26.1 16 Fulham 65.4 16 Sunderland 43.1%

17 Cardiff 26.1 17 Aston Vi l la 65.1 17 Stoke 42.7%

18 Newcastle 22.5 18 Newcastle 64.7 18 Fulham 39.2%

19 Crysta l Pa lace 21.4 19 Swansea 64.1 19 West Ham 38.3%

20 Norwich 20.3 20 Southampton 64.0 20 Cardiff 38.0%

I predict West Ham

will be relegated

next season

Courage (noun):the ability to do something frightening

WHO HAS COURAGE?

33

WHO COULD PREDICT?

34

THE MARKET PREDICTS

35

THE MARKET EXPLAINS 66% OF VARIANCE IN FINAL SCORE

Austria

Sweden

The Netherlands

UK R2=0.66

NB The UK is usually an outlier when it comes to betting – it’s patriotism in effect.

WILL SCOTLAND BECOME INDEPENDENT?

The poll of polls currently says 33% for independence and 67% against

LET’S ASK BETFAIR

80%20%

The market believes there is currently a 20% chance of Scotland becoming independent

TOP TIPS FOR THE MODERN ANALYSTF r o m s o m e o n e w h o h a s m a d e a l l t h e f o l l o w i n g m i s t a k e s

TL;DR

‘STORYTELLING’ WITH DATA IS PURELY DESIGNED TO TORTURE CAPTIVE AUDIENCES(LIKE YOU)

Problem Complication Solution

Solution Problem Complication

Storytelling

Talking to the board

EVERYONE IS SMARTER THAN ANYONE

People with analytics in their job title

People who need analytics to do their job

IF YOU FIND SOMEONE WHO ISN’T AN ANALYST, EXPLAIN TO THEM THAT THEY ARE

THANK YOU