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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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You’re a Data Artistnot
a Data Scientist
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CALEB WHITMORE
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TEAM© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
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Harvard Business Review, October 2012http://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century/
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But what does a Data Scientist do?
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“…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
@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
@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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@CalebWhitmore#SPWK
???!
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OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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@CalebWhitmore#SPWK
OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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@CalebWhitmore#SPWK
OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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@CalebWhitmore#SPWK
OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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@CalebWhitmore#SPWK
OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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@CalebWhitmore#SPWK
OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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@CalebWhitmore#SPWK
OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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@AnalyticsPros#SPWK
@CalebWhitmore#SPWK
OUT IN
BIZ
TECH
STRATEGY
IMPLEMENTATIONREPORTING
ANALYSIS
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What is the meaning of
life?© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
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42© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
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We Ask Questions
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Analytics is inherently
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Our job is about communicating
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Data
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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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Ultimatelydata is the sum of
human interactions
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Ultimatelydata tells the story
of us
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We Turn Data
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intoKnowledge
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intoWisdom
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intoInfluence
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INFLUENCE
WISDOM
KNOWLEDGE
DATA
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RESULTS
INFLUENCE
WISDOM
KNOWLEDGE
DATA
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Ultimatelydata is about
solving human problems
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Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
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Goals: Align With Your Business
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Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
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TipAsk Business Questions, NOT Metrics
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ExampleMetric Question
How many views to Page X?
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ExampleMetric Question
How many views to Page X?
Business QuestionWhich promoter is a
better partner?
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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
@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
@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
@AnalyticsPros#SPWK
@CalebWhitmore#SPWK
Business Goals
Supporting Questions
Data to Answer Questions
Required Implementation to
get the Data
Report Configuration &
Access
Data Analysis & Answers
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@AnalyticsPros#SPWK
@CalebWhitmore#SPWK
Ultimatelydata is about
solving human problems
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Thanks
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