Building an analytics team - The six skill sets you’ll need David Stephenson

1. 6 skill sets
David Stephenson, Ph.D.
david@dsiAnalytics.com
Hilversum
Staffing your analytics team

3. Strategic Planning for Analytics
Business
Goals
Analytic
Projects Data Technology Staffing
3

4. Stage 1: Data Beats Opinion
4
Is my marketing spend effective?
Why is revenue 20%
below budget?
How is my website traffic?

5. Business Goals
Analytic
Projects Data Technology Staffing
Maximize marketing
ROI
Understand revenue
streams
5
Stage 1: Basic Data Analysis

6. Sales Strategy Finance Marketing OperationsIT
Stage 1: Business Analysts
6

7. Stage 1: Data Beats Opinion
7
Is my marketing spend effective?
Why is revenue 20% below
forecast?
How is my website traffic?
How can I improve my
website?

8. 8
Stage 1: Basic Data Driven Approach
Track use of
website and apps
Tagging and
analysis of web
site and mobile
apps
Web
analytics data
Web analytics
tool
(Google
Analytics,
Omniture, etc.)
(Web)
analyst

9. Sales Strategy Finance Marketing OperationsIT
Web
Analytics
Stage 1: Business Analysts
6

10. 10
How are KPIs such as traffic and sales
changing over time ?
Can I understand and steer
customers across all touchpoints?
Can I make real-time reports and self-service
data tools available across my organization?
Stage 2: Bigger Questions
Long-term view
Breakdown of
data silos
Enterprise
use of data

11. Dashboard Visualizations

12. Visualization Slide Here
8
Pareto Chart

13. Visualization Slide Here
Geographic Overlays

14. 14
Stage 2: Approach for Bigger Questions
Business Goals
Analytic
Projects Data Technology Staffing
Ability to access and analyze
detailed historic data
Centralize records of all
customer interactions
Real time, scalable reporting
and business analytics

15. Web
Analytics
Stage 2: Data Warehousing and Reporting (BI)
10
Sales Strategy Finance Marketing OperationsIT
Business
Intelligence
(BI)
Storage Visuals

16. 16
How can I customize product
recommendations for each visitor?
How can I prevent valuable
customers from leaving?
Can I forecast future demand
for my products?
Stage 3: Data Science and Big Data

17. Business Goals
Analytic
Projects Data Technology Staffing
Customers quickly find products
that appeal to them
Recommender
Engine
Product features
Click Stream
Sales records
Retain valuable customers Churn analysis
Customer profiles
Multi-touchpoint data
Historic churn data
Forecast product demand
Statistical model or
deep learning
Web analytics data
Social media data
Sales data
17
Stage 3: Data Science and Big Data

18. Data
Science
Big Data
Platform
Sales Strategy Finance Marketing OperationsIT
Web
Analytics
Business
Intelligence
Storage
2
1
3
Visuals
4
5
Stage 3: BI, Big Data and Data Science
13

19. 3-6
months
1year3year
ContinuedA/Btests
Analytics Road Map
First Focus Area Second Focus Area Third Focus Area
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6
Analytic Leadership
14

20. 2
Suggested Hiring Order
Leadership for data and analytics program
1 Business Analysts
6 Web Analyst (Dedicated)
3 Date Warehousing Experts
4 Visualization Experts (Reports and Dashboards)
5 Data Scientists (Machine Learning, Statistics, etc.)
15

21. 21
Contact
david@dsiAnalytics.com
@Stephenson_Data