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Should Digital Analysts Become More Data Science-y?
Tim Wilson
#SPWK / @tgwilson
@tgwilson / #SPWK
Source: Flickr / KamiPhuc
Last year, I was on a different journey.
@tgwilson / #SPWK
Source: Google Maps
Digital AnalystFall 2015
Intermediate R UserEnd of 2016
Last year’s journey
@tgwilson / #SPWK
Source: Google Maps
Digital AnalystFall 2015
Intermediate R UserEnd of 2016
Last year’s journey
@tgwilson / #SPWK
Source: Google Maps
Digital AnalystFall 2015
Data Science-y AnalystEnd of 2016
The Spectrum of “Analytics”
Digital Analyst
Marketer
Basic Metrics Segmentation Data Science
@tgwilson / #SPWK
Data Science
Wikipedia sayeth
employs techniques and theories drawn from many fields within the broad areas of:
@tgwilson / #SPWK
vs.
Programming Languages
Open Source (Free*)
Supported By Large Communities
Connectable to Digital Analytics(and Other!) Data Sources
* TANSTAAFL
@tgwilson / #SPWK
Clingmans DomeThe highest point on the Appalachian Trail…
Flickr / David Fulmer
…and where I was during my undergraduate commencement.
@tgwilson / #SPWK
Just as education arms us with the power of knowledge…
...“programming” with data is powerful.Flickr / David Fulmer
@tgwilson / #SPWK
@tgwilson / #SPWK
17lines of terribly okay written code
38Google Analytics views queried
IN
19seconds
@tgwilson / #SPWK
Pull all of the views I can access
Filter to the one account I care about
Filter to only the “production” views
Pull the data for each of those views
Add that data to my (filtered) list of views
Export a .csv
Pretty up the column names
@tgwilson / #SPWK
Yes!
Is this just an
alternative to Adobe’s
Data Warehouse?
…with more flexibility
…without the mystery delivery time
@tgwilson / #SPWK
Pull all of the views I can access
Filter to the one account I care about
Filter to only the “production” views
Pull the data for each of those views
Add that data to my (filtered) list of views
Export a .csv
Pretty up the column names
“Numbers have an important story to tell. They rely on you to give thema clear and convincing voice.”
- Stephen Few
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@tgwilson / #SPWK
My Perspective: Fall 2015
@tgwilson / #SPWK
Do the Analysis Communicate Results
@analyticshero
DATA VISUALIZATION
My Data Science-y Perspective
@tgwilson / #SPWK
Do the Analysis Communicate Results
@analyticshero
DATA VISUALIZATION
Data scientists build visualizations that
are interactive and reactive.
@tgwilson / #SPWK
bit.ly/ga-explore
“Informally, a p-value is the probability under a
specified statistical model that a statistical
summary of the data (for example, the sample
mean difference between two compared groups)
would be equal to or more extreme than its
observed value.”
– American Statistical Association
@tgwilson / #SPWK
As web analysts, how often do we consider:
Correlations?
Regressions?
Confidence Levels?
Confidence Intervals?
Outlier Detection/Removal?
Type 1 vs. Type 2 Errors?
Bayesian vs. Frequentist Approaches?
Flickr / Neil Piddock @tgwilson / #SPWK
Mark Edmondson’s
Pre-/Post- Analysis Using a Bayesian Structural Time-Series Method
@tgwilson / #SPWKbit.ly/ga-effect
So, are YOU ready to put data science(-y-ness) on your career roadmap?
STATISTICS
@tgwilson / #SPWK
Source: Flickr / Xavi
DATA
VISUALIZATION
COMPUTER
PROGRAMMING
R and Statistics for the Digital AnalystColumbus, Ohio, US – June 13-15, 2017bit.ly/r-stats-training
Introduction to RDAY 1The BasicsTaught by Tim Wilson and Mark Edmondson
Statistics for the Digital Analyst
DAY 2
Putting R into Practice
DAY 3
Real-World Digital Analytics ExamplesTaught by Dr. Michael Levin, Otterbein University
Building Those Real-World Examples (and Advanced Topics)Taught by Mark Edmondson and Tim Wilson
Flickr / Jeffrey Stylos
Slack/Twitter: @tgwilson
linkedin.com/in/tgwilson
Podcast: analyticshour.io
@tgwilson / #SPWK
2-D Tool: bit.ly/ga-explore
Website: dartistics.com
Slack: join.measure.chat
Training: bit.ly/r-stats-training