Presented at Superweek.hu, February 2016. Notes: If you make any use of this content please give proper credit. I would also love to know! Slides slightly adapted to fit SlideShare size requirements.

1. #SPWK @SHamel67
“DIGITAL
ANALYTICS
IS HARD
Hard learned lessons,
tips and thoughts
about our digital state.
Stéphane Hamel
GET ON WITH IT!
Please note:
If you make any use of
this content please give
proper credit. I would
also love to know!
Slides adapted to fit SlideShare
format requirement.

2. #SPWK @SHamel67
Stéphane Hamel
Data is the raw material of my craft.
shamel@immeria.net
linkedin.com/in/shamel
google.com/+StephaneHamel-immeria
@SHamel67
StephaneHamel.net

3. #SPWK @SHamel67
TRAPPED IN
THE
INFINITE
LOOP OF
LEARNINGmy email signature circa 1992

4. #SPWK @SHamel67
“We need a digital strategy!
(in the meantime I can’t do anything)
#1

5. #SPWK @SHamel67
WHAT YOU NEED IS A
STRATEGY
AND A
DIGITAL CULTURE.

6. #SPWK @SHamel67
ATTENTION TO DETAILS &
CREATIVITY IN A CONTINOUS
IMPROVEMENT PROCESS.

7. #SPWK @SHamel67
ANALYTICS
HOW AN ORGANIZATION
ARRIVES AT AN
OPTIMAL AND REALISTIC
DECISION
INFORMED BY DATA.
THE SCIENCE
OF ANALYSIS

8. #SPWK @SHamel67
ANALYSIS
THE PROCESS OF
BREAKING A COMPLEX TOPIC
INTO SMALLER PARTS TO GAIN
A BETTER
UNDERSTANDING
OF IT.

9. #SPWK @SHamel67
ANALYTICS = CONTEXT +
DATA +
CREATIVITY

10. #SPWK @SHamel67
Anyone can make the
simple complicated.
CREATIVITY
IS MAKING THE
COMPLICATED
SIMPLE
Charles Mingus
American jazzman

11. #SPWK @SHamel67
“I can’t trust my data!
(so I can blame someone else for my lack of decisions)
#2

12. #SPWK @SHamel67
IT’S 2015…
YOU’D THINK WE’D HAVE FIGURED OUT HOW TO
MEASURE WEB TRAFFIC
BY NOW!
Sam Dean, FiveThirtyEight.com

13. #SPWK @SHamel67
Business
Requirements
Solution Design Implementation Tests
Hope for the
best!
WATERFALL APPROACH

14. #SPWK @SHamel67
Business
Requirements
Solution Design Implementation Tests
Hope for the
best!
WATERFALL APPROACH

15. #SPWK @SHamel67
Homework
Talk about business stuff
Informed decisions
Take the lead
Enable "Best
practice"
Deliver value
Improve &
Augment
BE RADICAL!

16. #SPWK @SHamel67
“My manager doesn’t
act on the data!
(boohoo!!!)
#3

17. #SPWK @SHamel67
YES
NO
__
||__
PRIVILEGE OF
RECOMMANDATION
vs.
POWER OF DECISION
ANALYSTS ARE CHANGE AGENTS

18. #SPWK @SHamel67
FIND THE BALANCE BETWEEN THE
IDEAL AND THE CONSTRAINTS.

19. #SPWK @SHamel67
TO
UNDERSTAND
DATA YOU MUST
ENGAGE
IN THE WORLD

20. #SPWK @SHamel67
“It’s not about the data,
it’s about the story!
(ok, I’m sick of hearing this one!)
#4

21. #SPWK @SHamel67
“What you lack in
presentation skills
you got in passion.

22. #SPWK @SHamel67
FAILURE DOESN’T MEAN THE
GAME IS OVER,
IT MEANS TRY AGAIN WITH
EXPERIENCELen Schlesinger, President, Babson College
The Global Leadership Summit

23. #SPWK @SHamel67
“I don’t believe in
maturity models
(but I have no alternative to offer)
#5

24. #SPWK @SHamel67
MATURITY MODEL
Essential elements of
effective processes which
describes an evolutionary
improvement path from ad
hoc, immature processes to
disciplined, mature processes
with improved quality and
effectiveness.

25. #SPWK @SHamel67
Governance,
Culture &
Adoption
Objectives &
Scope
Team &
Expertise
Continuous
Improvement
Process &…
Tools, Data &
Technology
DIGITAL ANALYTICS MATURITY
j.mp/DAMSAT

26. Case Study
Governance
Objectives
ExpertiseProcess
Technology
Accountable
Global organization with
20 stakeholders:
analysts, managers,
business stakeholders.
DIGITAL ANALYTICS MATURITY
j.mp/DAMSAT

27. Case Study
Governance
Objectives
ExpertiseProcess
Technology
Responsible
Global organization with
20 stakeholders:
analysts, managers,
business stakeholders.
DIGITAL ANALYTICS MATURITY
j.mp/DAMSAT

28. Case Study
Governance
Objectives
ExpertiseProcess
Technology
Informed
Global organization with
20 stakeholders:
analysts, managers,
business stakeholders.
DIGITAL ANALYTICS MATURITY
j.mp/DAMSAT

29. #SPWK @SHamel67
PROCESS
SETS
STRATEGY
FREE

30. #SPWK @SHamel67
Photo credit: Ray Ong

31. #SPWK @SHamel67
Photo credit: Ray Ong
1. DEFINE
2.
MEASURE
3.
ANALYZE
4 IMPROVE
5.
CONTROL

32. #SPWK @SHamel67
“I have this problem…
...and I don’t want to talk to IT...
(because I’m such a smart ass!)
#6

33. #SPWK @SHamel67
Analytics (All business functions)
Digital Analytics (Marketing centric)
Business
TMS
Back
Office
Online Analytics
Marketing
Tags
Web Analytics
IT Logs

34. #SPWK @SHamel67
“We need Big Data!
(that’s what I’ve been told!)
#7

35. #SPWK @SHamel67
“That which doesn’t fit into
an Excel spreadsheet.

36. #SPWK @SHamel67
WE ARE ON A
COLLISION
COURSE

37. #SPWK @SHamel67
TEAM DYNAMICS
Data
Driven
Organization
Business Outcomes
& Actions
Enabling
Capabilities
Analysis
Provides: Actionable insight &
recommendations
Communicate:
Business requirement & objectives
Supply:
Means, tools and data
Strategy
Goals
Technological capabilities & constraints
Information architecture
Instrumentation & BI
Statistics
Analytical mindset
Problem solving
Synthesis
Communication

38. #SPWK @SHamel67
#1 – Data-driven culture supports strategy
#2 – Think “Agile”
#3 – Analytics = context + data + creativity
#4 – Communication skills
#5 – Maturity model to start the conversation
Realistic and balanced roadmap
Analytical process/problem solving approach
#6 – Teamwork! Hug your IT/BI/BA people
#7 – Think Big (but act small!)

39. #SPWK @SHamel67
Stéphane Hamel
Data is the raw material of my craft.
THANK YOU!
shamel@immeria.net
linkedin.com/in/shamel
google.com/+StephaneHamel-immeria
@SHamel67
StephaneHamel.net
If you make any use of this content
please give proper credit. I would
also love to know!