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Should Digital Analysts Become More Data Science-y?
Tim Wilson
#SPWK / @tgwilson
@tgwilson / #SPWK
Source: Flickr / KamiPhuc
October 10, 1993
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Mt. Katahdin
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Source: Google Maps
The end of a5-month journey
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Source: Google Maps
…which was a journey on foot.
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Source: Google Maps
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Which is like walkingfrom Barcelona to Moscow.
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Last year, I was on a different journey.
@tgwilson / #SPWK
Source: Google Maps
Digital AnalystFall 2015
Intermediate R UserEnd of 2016
These journeys were similar in many ways.
@tgwilson / #SPWK
Flickr / Ines Hegedus-Garcia
They were both challenging!
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They were both rewarding!
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They both turned out to have destinations that weren’t as clear as I thought.
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Last year’s journey
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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
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But…
WHY?!
Because the Role of the Digital Analyst Is Evolving
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The Spectrum of “Analytics”
Digital Analyst
Marketer
Basic Metrics Segmentation Data Science
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Data Science?!Data Science
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Data Science
Wikipedia sayeth
employs techniques and theories drawn from many fields within the broad areas of:
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is like boiling water.
PEAK1
Flickr / Revolution_Ferg
MSR Whisperlite
vs.
@tgwilson / #SPWK
@tgwilson / #SPWK
vs.
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.
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Just as education arms us with the power of knowledge…
...“programming” with data is powerful.Flickr / David Fulmer
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Data Extraction
Flickr / Scott Swigart
@tgwilson / #SPWK
@tgwilson / #SPWK
One GA Account
Many Properties!
Many Views!
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22lines of code
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22lines of terribly written code
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17lines of terribly okay written code
38Google Analytics views queried
IN
19seconds
@tgwilson / #SPWK
@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
Reusabilityand
Extensibility
Flickr / Scott Swigart
@tgwilson / #SPWK
@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
Comparisons: (Top) 18 Web Sites
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Totals: Channel vs. Customer Segment
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Anomalies: Channels vs. Segments
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github.com/gilliganondata
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Data Science
@tgwilson / #SPWK
@tgwilson / #SPWK
“The clearest way into the universe is through a forest wilderness.”
- John Muir
“Numbers have an important story to tell. They rely on you to give thema clear and convincing voice.”
- Stephen Few
0
20
40
60
80
100
120
140
160
180
200
1/3 1/10 1/17 1/24 1/31 2/7 2/14 2/21 2/28 3/6 3/13 3/20 3/27 4/3 4/10 4/17 4/24 5/1 5/8 5/15 5/22 5/29 6/5 6/12
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Where does R really stand out?
Flickr / Marina del Castell @tgwilson / #SPWK
VS.
Variety!r-graph-gallery.com
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X X
Variety!r-graph-gallery.com
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Variety!r-graph-gallery.com
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How else does R stand out?
Flickr / Marina del Castell @tgwilson / #SPWK
My Perspective: Fall 2015
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Do the Analysis Communicate Results
@analyticshero
DATA VISUALIZATION
My Data Science-y Perspective
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Do the Analysis Communicate Results
@analyticshero
DATA VISUALIZATION
To be clear…
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…many tools offerpowerful data visualization.
Data scientists build visualizations that
are interactive and reactive.
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bit.ly/ga-explore
bit.ly/ga-explore
@tgwilson / #SPWK
bit.ly/ga-explore
@tgwilson / #SPWK
bit.ly/ga-explore
@tgwilson / #SPWK
bit.ly/ga-explore
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Data Science
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What is a p-value?
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“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
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@tgwilson / #SPWK
p-value:
Statistically significant pregnancy test.
This topic is…
Flickr / Howard Lake @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
@tgwilson / #SPWK
This is hard!
Flickr / Casey Fleser
Which Channels Have a Traffic Correlation?
@tgwilson / #SPWK
TODAY
The metric went down. Why?!
TODAY
Did the metric move enough for me to care?
Forecasts = The Future?
Actual ForecastTODAY
(NOT FOR THIS, AT LEAST)
Let’s pretend “today” is in the past!
Actual ForecastTODAY
PRETEND“TODAY”
Let’s pretend ”today” is in the past!
Actual Forecast
PRETEND“TODAY”
Actual Forecast
And let’s build a forecast from that point
PRETEND“TODAY”
We know a forecast won’t be perfect.
Prediction Interval Actual Forecast
PRETEND“TODAY”
Now we have meaningful context!
Prediction Interval Actual Forecast TODAY
What this can look like in the real world.
@tgwilson / #SPWK
And…drilling down and summarizing
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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
The Measure Slack Team
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http://join.measure.chat
dartistics.com
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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
