ICC ExCel, London AWS
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
EVERYONE IS AN ANALYST SIMON JAMES, SAPIENTNITRO
1. YOU are a data analyst A GE N D A
2. The THREE things any data analyst needs 3. TOP TIPS for the modern analyst
3
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
DO YOU HAVE ONE OF THESE?
Nike Fuel Band Fully bled image
IS THIS YOU?
Image of stereotypical selfie taker
SELFIES are 38% more likely to be liked on INSTAGRAM and 31% more commented on Source: Georgia Tech/Yahoo
BURGLARS PREFER TECH OVER MONEY Source: UK Gov
60 Money
Computer equipment
CDs/tapes/videos/DVDs
% of Burglaries
50 40 30 20 10 0 2003/04
2004/05
2005/06
2006/07
2007/08
2008/09
2009/10
2010/11
2011/12
Elaine Rich: 30% more accurate than professional intelligence officers
EL BULLI
STRUCTURED CREATIVITY
Association Inspiration Adaptation Deconstruction Minimalism Changes to the structure of the menu The search for new ingredients
THINGS EVERY ANALYST NEEDS
Curious (adj): eager to know or learn something
20
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
Source: James Grayson
60% Luck Sh% = Goals/Shots Sav%=Saves/Shots
Unrepeatable
86% Skill STR = Your shots / Total shots
Consistency
Ronaldo & Tevez sold
Rooney signed
LUCK - ATTACK Shot%
I predict West Ham will be relegate d next season
LUCK - DEFENCE Save%
SKILL
STR
1 Ma n Ci ty
43.1
1 Chel s ea
77.8
1 Ma n Ci ty
64.2%
2 Li verpool
39.2
2 Everton
75.0
2 Chel s ea
62.9%
3 Ma n Uni ted
35.3
3 Wes t Ha m
75.0
3 Southa mpton 59.1%
4 Wes t Ha m
34.2
4 Crys ta l Pa l a ce
72.1
4 Tottenha m
58.4%
5 Swa ns ea
32.7
5 Sunderl a nd
72.1
5 Li verpool
57.2%
6 Ars ena l
32.6
6 Ars ena l
71.9
6 Newca s tl e
55.5%
7 Chel s ea
31.8
7 Stoke
71.1
7 Everton
53.9%
8 Southa mpton
31.1
8 Ma n Uni ted
70.8
8 Ars ena l
53.1%
9 Stoke
30.7
9 Ma n Ci ty
70.3
9 Ma n Uni ted
53.1%
10 Wes t Brom
30.7
10 Ca rdi ff
68.5
10 Swa ns ea
51.6%
11 Everton
30.5
11 Hul l
68.1
11 Wes t Brom
49.4%
12 Hul l
29.5
12 Li verpool
67.6
12 As ton Vi l l a
47.2%
13 As ton Vi l l a
29.0
13 Tottenha m
66.9
13 Hul l
45.3%
14 Sunderl a nd
28.9
14 Norwi ch
66.7
14 Norwi ch
45.1%
15 Tottenha m
28.9
15 Wes t Brom
65.8
15 Crys ta l Pa l a ce 44.5%
16 Ful ha m
26.1
16 Ful ha m
65.4
16 Sunderl a nd
43.1%
17 Ca rdi ff
26.1
17 As ton Vi l l a
65.1
17 Stoke
42.7%
18 Newca s tl e
22.5
18 Newca s tl e
64.7
18 Ful ha m
39.2%
19 Crys ta l Pa l a ce
21.4
19 Swa ns ea
64.1
19 Wes t Ha m
38.3%
20 Norwi ch
20.3
20 Southa mpton
64.0
20 Ca rdi ff
38.0%
Courage (noun): the ability to do something frightening
WHO HAS COURAGE?
WH O C OU L D P R E D IC T ?
34
T H E MA R K E T P R E D IC T S
35
Austria
Sweden
T H E MA R K E T E X P L A IN S 6 6 % OF VA R IA N C E IN F IN A L S C OR E
The Netherlands
UK
R2=0.66
NB The UK is usually an outlier when it comes to betting – it’s patriotism in effect. 36
WILL SCOTLAND BECOME INDEPENDENT? The poll of polls currently says 33% for independence and 67% against
LET’S ASK BETFAIR
20% 80% The market believes there is currently a 20% chance of Scotland becoming independent
TOP TIPS FOR THE MODERN ANALYST From someone who has made all the following mistakes
TL;DR
‘STORYTELLING’ WITH DATA IS PURELY DESIGNED TO TORTURE CAPTIVE AUDIENCES (LIKE YOU)
Storytelling
Problem
Complication
Solution
Talking to the board
Solution
Problem
Complication
EVERYONE IS SMARTER THAN ANYONE People who need analytics to do their job
People with analytics in their job title
IF YOU FIND SOMEONE WHO ISN’T AN ANALYST, EXPLAIN TO THEM THAT THEY ARE
THANK YOU
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
46
#AdobeSummit
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
#AdobeSummit
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
EVERYONE IS AN ANALYST SIMON JAMES, SAPIENTNITRO
1. YOU are a data analyst A GE N D A
2. The THREE things any data analyst needs 3. TOP TIPS for the modern analyst
3
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
DO YOU HAVE ONE OF THESE?
Nike Fuel Band Fully bled image
IS THIS YOU?
Image of stereotypical selfie taker
SELFIES are 38% more likely to be liked on INSTAGRAM and 31% more commented on Source: Georgia Tech/Yahoo
BURGLARS PREFER TECH OVER MONEY Source: UK Gov
60 Money
Computer equipment
CDs/tapes/videos/DVDs
% of Burglaries
50 40 30 20 10 0 2003/04
2004/05
2005/06
2006/07
2007/08
2008/09
2009/10
2010/11
2011/12
Elaine Rich: 30% more accurate than professional intelligence officers
EL BULLI
STRUCTURED CREATIVITY
Association Inspiration Adaptation Deconstruction Minimalism Changes to the structure of the menu The search for new ingredients
THINGS EVERY ANALYST NEEDS
Curious (adj): eager to know or learn something
20
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
Source: James Grayson
60% Luck Sh% = Goals/Shots Sav%=Saves/Shots
Unrepeatable
86% Skill STR = Your shots / Total shots
Consistency
Ronaldo & Tevez sold
Rooney signed
LUCK - ATTACK Shot%
I predict West Ham will be relegate d next season
LUCK - DEFENCE Save%
SKILL
STR
1 Ma n Ci ty
43.1
1 Chel s ea
77.8
1 Ma n Ci ty
64.2%
2 Li verpool
39.2
2 Everton
75.0
2 Chel s ea
62.9%
3 Ma n Uni ted
35.3
3 Wes t Ha m
75.0
3 Southa mpton 59.1%
4 Wes t Ha m
34.2
4 Crys ta l Pa l a ce
72.1
4 Tottenha m
58.4%
5 Swa ns ea
32.7
5 Sunderl a nd
72.1
5 Li verpool
57.2%
6 Ars ena l
32.6
6 Ars ena l
71.9
6 Newca s tl e
55.5%
7 Chel s ea
31.8
7 Stoke
71.1
7 Everton
53.9%
8 Southa mpton
31.1
8 Ma n Uni ted
70.8
8 Ars ena l
53.1%
9 Stoke
30.7
9 Ma n Ci ty
70.3
9 Ma n Uni ted
53.1%
10 Wes t Brom
30.7
10 Ca rdi ff
68.5
10 Swa ns ea
51.6%
11 Everton
30.5
11 Hul l
68.1
11 Wes t Brom
49.4%
12 Hul l
29.5
12 Li verpool
67.6
12 As ton Vi l l a
47.2%
13 As ton Vi l l a
29.0
13 Tottenha m
66.9
13 Hul l
45.3%
14 Sunderl a nd
28.9
14 Norwi ch
66.7
14 Norwi ch
45.1%
15 Tottenha m
28.9
15 Wes t Brom
65.8
15 Crys ta l Pa l a ce 44.5%
16 Ful ha m
26.1
16 Ful ha m
65.4
16 Sunderl a nd
43.1%
17 Ca rdi ff
26.1
17 As ton Vi l l a
65.1
17 Stoke
42.7%
18 Newca s tl e
22.5
18 Newca s tl e
64.7
18 Ful ha m
39.2%
19 Crys ta l Pa l a ce
21.4
19 Swa ns ea
64.1
19 Wes t Ha m
38.3%
20 Norwi ch
20.3
20 Southa mpton
64.0
20 Ca rdi ff
38.0%
Courage (noun): the ability to do something frightening
WHO HAS COURAGE?
WH O C OU L D P R E D IC T ?
34
T H E MA R K E T P R E D IC T S
35
Austria
Sweden
T H E MA R K E T E X P L A IN S 6 6 % OF VA R IA N C E IN F IN A L S C OR E
The Netherlands
UK
R2=0.66
NB The UK is usually an outlier when it comes to betting – it’s patriotism in effect. 36
WILL SCOTLAND BECOME INDEPENDENT? The poll of polls currently says 33% for independence and 67% against
LET’S ASK BETFAIR
20% 80% The market believes there is currently a 20% chance of Scotland becoming independent
TOP TIPS FOR THE MODERN ANALYST From someone who has made all the following mistakes
TL;DR
‘STORYTELLING’ WITH DATA IS PURELY DESIGNED TO TORTURE CAPTIVE AUDIENCES (LIKE YOU)
Storytelling
Problem
Complication
Solution
Talking to the board
Solution
Problem
Complication
EVERYONE IS SMARTER THAN ANYONE People who need analytics to do their job
People with analytics in their job title
IF YOU FIND SOMEONE WHO ISN’T AN ANALYST, EXPLAIN TO THEM THAT THEY ARE
THANK YOU
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
Questions and Answers
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
46
#AdobeSummit
Go HERE, do THIS, and you could WIN!
Download the App Every Session
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Give us feedback
Win a MeCam
Win an iPad Air
Just hit the survey button
Eight to win
Complete 8 surveys to enter the prize draw
It takes less than a minute
Record every minute
#AdobeSummit
May 14-15, 2014 | ICC ExCel, London Learn more at summit.adobe.com/emea #AdobeSummit
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit
