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@CalebWhitmore
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You’re a Data Artist
not
a Data Scientist
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@CalebWhitmore
#SPWK

ALEB WHITMOR
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@AnalyticsPros
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@CalebWhitmore
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TEAM
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@CalebWhitmore
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Harvard Business Review, October 2012
http://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century/
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@AnalyticsPros
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@CalebWhitmore
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But what does a
Data Scientist do?
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@CalebWhitmore
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( this slide intentionally blank )

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@AnalyticsPros
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@CalebWhitmore
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“…If there’s one thing that gives a
job an indefinable allure, it’s that
no one really knows exactly what
you do, or how you do it; they just
know you do something
important…”
By Judith Magyar, Strategic Communications Director, SAP Platform Solutions
http://www.forbes.com/sites/sap/2014/01/21/data-scientist-sexiest-job-of-thecentury/
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

“…If there’s one thing that gives a
job an indefinable allure, it’s that
no one really knows exactly what
you do, or how you do it; they just
know you do something
important…”
By Judith Magyar, Strategic Communications Director, SAP Platform Solutions
http://www.forbes.com/sites/sap/2014/01/21/data-scientist-sexiest-job-of-thecentury/
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

“…If there’s one thing that gives a
job an indefinable allure, it’s that
no one really knows exactly what
you do, or how you do it; they just
know you do something
important…”
By Judith Magyar, Strategic Communications Director, SAP Platform Solutions
http://www.forbes.com/sites/sap/2014/01/21/data-scientist-sexiest-job-of-thecentury/
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

???!
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

OUT IN
BIZ

ANALYSIS

TECH

REPORTING

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

STRATEGY

IMPLEMENTATION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

What is the
meaning of
life?
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

We Ask
Questions
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@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Analytics is inherently

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@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Our job is about
communicating
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@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Data
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@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Information
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Knowledge
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@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

We are artists –
our canvas and
tools are just
different
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

This is where
creativity comes
into focus
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@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Creativity =
problem solving
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@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Ultimately
data is the sum of
human interactions
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Ultimately
data tells the story
of us
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

We Turn Data
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

into
Knowledge
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

into
Wisdom
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

into
Influence
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

INFLUENCE
WISDOM
KNOWLEDGE

DATA

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

@CalebWhitmore
#SPWK
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

RESULTS

INFLUENCE
WISDOM
KNOWLEDGE

DATA

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Ultimately
data is about
solving human
problems
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Business Goals

Data Analysis &
Answers

Supporting
Questions

Report
Configuration &
Access

Data to Answer
Questions
Required
Implementation to
get the Data

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Goals: Align With Your Business

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Business Goals

Data Analysis &
Answers

Supporting
Questions

Report
Configuration &
Access

Data to Answer
Questions
Required
Implementation to
get the Data

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Tip
Ask Business Questions, NOT Metrics

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Example
Metric Question
How many views to
Page X?

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Example
Metric Question
How many views to
Page X?

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

Business Question
Which promoter is a
better partner?
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Business Goals

Data Analysis &
Answers

Supporting
Questions

Report
Configuration &
Access

Data to Answer
Questions
Required
Implementation to
get the Data

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Business Goals

Data Analysis &
Answers

Supporting
Questions

Report
Configuration &
Access

Data to Answer
Questions
Required
Implementation to
get the Data

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Business Goals

Data Analysis &
Answers

Supporting
Questions

Report
Configuration &
Access

Data to Answer
Questions
Required
Implementation to
get the Data

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Business Goals

Data Analysis &
Answers

Supporting
Questions

Report
Configuration &
Access

Data to Answer
Questions
Required
Implementation to
get the Data

© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Ultimately
data is about
solving human
problems
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION
@AnalyticsPros
#SPWK

@CalebWhitmore
#SPWK

Thanks
© 2014, Analytics Pros, Inc. -- DO NOT RE-USE WITHOUT PERMISSION

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