Forward
The Analytics Revolution is happening right now. And oddly enough, it isn’t being televised. Analytics is changing the way you shop, solve problems, and communicate. It’s changing your health, how much time you spend in a car, and how happy you are at work. If at any given moment you are what you know, and what you know is getting updated all the time, then so are you.
This is a section of christopherberry.ca dedicated to the Analytics Revolution. The pages are updated with new information as things change or I change. You can comment where you want and contribute what you will.
I introduced the term Marketing Science to commercial agency analytics in 2008. Multiple companies have since copied the term. It isn’t just a buzzword. Marketing Science is not reporting. It is not simply dashboarding. It isn’t the basic reporting of what happened. An Insight actually means something. There’s a difference between convenient reasoning and insight generation.
Marketing Science and Analytics are concerned with the derivation of competitive advantage from data. It causes somebody to make a decision that they would not have otherwise made. And it causes some sort of a profit to produced. That’s what analytics means. It should mean the same thing to you.
I could pretend that there is no bias presented in this space by using deliberately neutral language. That’s not the case. I’m putting forward a system of thought that acknowledges the choices I’ve made. If you disagree with this structure, don’t use it.
That said – here we go.
Outline
Three sections: Communication, Models, and Methods.
Marketing as a Science
The Unit that Matters
The Definition of Insight
Convenient Reasoning
How Marketers Communicate
Stories that Matter
Counts, rates, ratios
Accuracy and Precision
Probability and Possibility
The Bullet Point
Bolding
Callouts
The Chart
The Summary Table
The Crosstab
Anatomy of a Powerpoint
