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
Business analytics
By cortex
Business analytics
For Hyper Island Digital Business 2020
- 747