Business Analytics

with tools from your own kitchen

Me

Chief Architect @ Meniga Rewards

trends.meniga.com

twitter @joakimlundborg

cortex@github

joakim.lundborg@gmail.com

 

What is Business analytics?

 

Business Intelligence

AI

Machine learning

Data Science

Big Data

...are about extracting insights from data

Data 👉 Insights

💩 👉💩

Types of analytics

  • Descriptive analytics
  • Predictive analytics
  • Prescriptive analytics

Actionable business insights

Examples

  • Optimize pricing
  • Segment customers to tailor product offers
  • Find painpoints or bottlenecks in usage flows or supply chain

Steps

Grab it

Storeit

Clean it

Analyze it

Visualize it

Interpret it

Tools of the trade

Most common data analytics programming language?

Excel

Machine learning in Excel

https://github.com/amzn/computer-vision-basics-in-microsoft-excel

Excel resources

You don't know excel - Joel Spolsky

https://www.youtube.com/watch?v=0nbkaYsR94c

 

Saving the world from spreadsheets

https://www.youtube.com/watch?v=GyWKxFxyyrQ

 

 

Excel challenges

 

http://www.peri.umass.edu/fileadmin/pdf/working_papers/working_papers_301-350/WP322.pdf

R

Shell scripting

Tableau

Google Analytics

Techniques

Sanity check everything

Sanity checks

  • Min, Max, Avg, Stddev
  • Histograms
  • Visualize!
  • Find examples you know
  • Compute the same thing in multiple wayz

Significance testing

Could what I'm seeing be caused by chance?

Design learning processes

Start with a hypothesis

Keep measuring the same thing

Be prepared to be wrong

Failure

Failure

Learning

A/B testing

Lessons learned

90% is cleaning data

Analytics is telling a story

Trust but verify

Define your data

Keep a directory of definitions

What is a 'user'

Who is a customer?

When do they churn?

Garbage in

garbage out

Questions

Workshop