Turning Data into Insights

# F U T U R E M

Chris Penn @cspennVP, Marketing

SHIFT Communications

From Data to Insight

# F U T U R E M

CHRISTOPHER S. PENN, SHIFT COMMUNICATIONS

@cspenn

#FUTUREM

@shiftcomm

@cspenn

Source:

Dynamic Mosquito

on Flickr

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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

on Flickr

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Source:

Will Scullin

on Flickr

The Marketing

DAIS

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Format: Compatible

Good Data

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Source:

Will Scullin

on Flickr

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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What?

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Why?

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@cspennWhat

Next?

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Source:

Tim Saxton

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Source:

Alex Medvick

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Source:

Jared Corin

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Source:

Will Scullin

on Flickr

Analysis in Action

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Source:

Will Scullin

on Flickr

3 basic tools of analysis:

visualization, derivatives, and

moving averages.

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@cspenn( New – Old )

Old

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@cspenn(1.317 billion - 1.276 billion)

1.276 billion

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@cspenn

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Source:

Will Scullin

on Flickr

Creating Insights

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Theory

Hypothesis

Observation

Confirmation

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Source:

Will Scullin

on Flickr

Always be ready to answer, “What

are you going to do about it?” to

any analysis you present.

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Source:

Will Scullin

on Flickr

A Strategy is Born

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@cspennPattern

Hypothesis

Theory

Observation

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Insensibly one begins

to twist facts to suit

theories, instead of

theories to suit facts.

It is a capital

mistake to

theorize before one has data.

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@cspenn

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Source:

Will Scullin

on Flickr

Conclusion

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Source:

Will Scullin

on Flickr

If you don’t understand the past and

make changes in present, the future is

out of your control.

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@cspenn

You know my methods.

Apply them.

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@cspenn

Source:

Will Scullin

on Flickr

For slides and the lecture notes:

http://www.shiftcomm.com/futurem

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@cspenn

Source:

Will Scullin

on Flickr

Stay in touch!

www.shiftcomm.com

@shiftcomm

617-779-1800