Andrea asks, “What is your go-to strategy to analyze your business data?” The exploratory data analysis process is a very straightforward, proven one: – Goal and strategy – Data collection – Attribute classification – dimensions and metrics, data types – Univariate analysis – Multivariate analysis – Data quality analysis – missing, NaN, inf, -inf –…
Summary In today's episode, I walk through a detailed thirteen-step exploratory data analysis framework that applies to any kind of business data, from marketing to finance. Here's what this means for you. You'll gain a repeatable process for understanding what's actually in your data before betting decisions on it. You'll also learn these concepts: why…
Beth asks, “I’m looking for a killer marketing report that works for your leadership team. Anything you are willing to share or a direction you suggest I start looking would be super beneficial.” This is a design thinking problem. You want to answer 6 questions to come up with the perfect report – and expect…
Summary In today's episode, I walk through the personal metrics a business professional should track to stay sharp and remain relevant. Here's what this means for you. You get a five-bucket framework covering health, family, business, professional development, and personal growth so you can spot when one area of life quietly cannibalizes another. You'll also…
Summary In today's episode, I walk through how to decide how many Google Analytics views your organization needs and which views you cannot afford to skip. Here's what this means for you. You walk away with a clear blueprint for organizing views around raw data, business goals, and funnel stages so every team measures what…
Summary In today's episode, I walk through how to document your marketing analytics approach using a four-question framework that turns raw data into actionable decisions. Here's what this means for you. You gain a simple, repeatable method to stop drowning in dashboards and start making confident changes to your marketing based on what the numbers…
Marina asks, “How do you add a comparison of a metric over dates in a table in Google Data Studio?” While this has been requested in Google Data Studio’s feature requests, it’s not available in the application now. But there’s a bigger issue at play: techniques to engineer this sort of thing, like calculated fields,…
Shannon asks, “Do you have any tips on how to demonstrate your value to your coworkers?” Value is defined by what you do that helps others. Depending on who the others are dictates what you report on. If your others are customers, then it’s metrics like increasing the lifetime value of the customer. If it’s…
Deborah asks, “Are you using or scoping out a Customer Data Platform (CDP) with the intent to implement personalization? Which tools?” Customer Data Platforms – CDPs – are something of a symptom of bad data management and governance at a company. If your data infrastructure and architecture is sound, you shouldn’t need a CDP. And…
Chacha asks, “Is there such a thing as unintentional bias?” This is an interesting question. Bias itself is a neutral concept – it simply means our data leans in one direction or another. Sometimes that’s a positive – there’s a definite bias of people in my Slack group, Analytics for Marketers, towards people who love…
