data artist, not a scientist

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@AnalyticsPros #SPWK @CalebWhitmore #SPWK You’re a Data Artist not a Data Scientist © 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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Presented at SUPERWEEK 2014, Caleb Whitmore makes the case that, as digital analysts, we're really more data artists than data scientists because. Caleb explains how he sees data as simply a means of understanding human interactions and that by analyzing the data of those interactions we (analysts) can better understand people and help to ultimately solve their problems. As the the argument goes, this process is more artistic and creative than scientific.

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Page 1: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

You’re a Data Artistnot

a Data Scientist

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 2: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

CALEB WHITMORE

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

TEAM© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Harvard Business Review, October 2012http://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century/

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@CalebWhitmore#SPWK

But what does a Data Scientist do?

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@CalebWhitmore#SPWK

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

“…If there’s one thing that gives a job an indefinable allure, it’s that no one really knows exactly what you do, or how you do it; they just

know you do something important…”

By Judith Magyar, Strategic Communications Director, SAP Platform Solutionshttp://www.forbes.com/sites/sap/2014/01/21/data-scientist-sexiest-job-of-the-

century/© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

“…If there’s one thing that gives a job an indefinable allure, it’s that no one really knows exactly what you do, or how you do it; they just

know you do something important…”

By Judith Magyar, Strategic Communications Director, SAP Platform Solutionshttp://www.forbes.com/sites/sap/2014/01/21/data-scientist-sexiest-job-of-the-

century/© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 9: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

“…If there’s one thing that gives a job an indefinable allure, it’s that no one really knows exactly what you do, or how you do it; they just

know you do something important…”

By Judith Magyar, Strategic Communications Director, SAP Platform Solutionshttp://www.forbes.com/sites/sap/2014/01/21/data-scientist-sexiest-job-of-the-

century/© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 10: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

???!

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 15: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 16: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 17: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 18: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 19: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

OUT IN

BIZ

TECH

STRATEGY

IMPLEMENTATIONREPORTING

ANALYSIS

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

What is the meaning of

life?© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

42© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@CalebWhitmore#SPWK

We Ask Questions

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Analytics is inherently

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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Our job is about communicating

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Data

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@CalebWhitmore#SPWK

Information

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Knowledge

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We are artists – our canvas and tools are just

different© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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This is where creativity comes

into focus© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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Creativity = problem solving

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Ultimatelydata is the sum of

human interactions

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Ultimatelydata tells the story

of us

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@CalebWhitmore#SPWK

We Turn Data

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@CalebWhitmore#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@CalebWhitmore#SPWK

intoKnowledge

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@CalebWhitmore#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@CalebWhitmore#SPWK

intoWisdom

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@CalebWhitmore#SPWK

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@CalebWhitmore#SPWK

intoInfluence

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

INFLUENCE

WISDOM

KNOWLEDGE

DATA

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@CalebWhitmore#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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RESULTS

INFLUENCE

WISDOM

KNOWLEDGE

DATA

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@CalebWhitmore#SPWK

Ultimatelydata is about

solving human problems

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Business Goals

Supporting Questions

Data to Answer Questions

Required Implementation to

get the Data

Report Configuration &

Access

Data Analysis & Answers

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Goals: Align With Your Business

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Page 53: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Business Goals

Supporting Questions

Data to Answer Questions

Required Implementation to

get the Data

Report Configuration &

Access

Data Analysis & Answers

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 54: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

TipAsk Business Questions, NOT Metrics

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

ExampleMetric Question

How many views to Page X?

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

ExampleMetric Question

How many views to Page X?

Business QuestionWhich promoter is a

better partner?

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Page 57: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Business Goals

Supporting Questions

Data to Answer Questions

Required Implementation to

get the Data

Report Configuration &

Access

Data Analysis & Answers

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 58: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Business Goals

Supporting Questions

Data to Answer Questions

Required Implementation to

get the Data

Report Configuration &

Access

Data Analysis & Answers

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 59: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Business Goals

Supporting Questions

Data to Answer Questions

Required Implementation to

get the Data

Report Configuration &

Access

Data Analysis & Answers

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 60: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Business Goals

Supporting Questions

Data to Answer Questions

Required Implementation to

get the Data

Report Configuration &

Access

Data Analysis & Answers

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Page 61: Data artist, not a scientist

@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Ultimatelydata is about

solving human problems

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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@AnalyticsPros#SPWK

@CalebWhitmore#SPWK

Thanks

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