Kelly Goldson's presentation from the Digiday Retail Summit in Nashville

1. DATA MEANS NOTHING
@mskellygoldston @ELOQUII
Kelly Goldston, VP Marketing

2. DATA MEANS NOTHING

3. DATA MEANS NOTHING
WITHOUT 3 THINGS

4. DATA MEANS NOTHING WITHOUT
GOALS
COMMON TRAP:
Reports for the sake of reporting.
INSTEAD:
- Start with the questions you want to answer
- What data will answer these questions?
- What specific result defines success & failure?
PRO TIP:
Write out a sample results summary, as you’d
share with your boss, CEO or board of directors.
Leave blanks where the metrics will go. How
will you fill them in?

5. DATA MEANS NOTHING WITHOUT
VALIDATION
DATA
COMMON TRAP:
Believing that your data is valid by default.
INSTEAD:
- Channel your inner Fox Mulder and trust no
data until you validate against at least one
independent source.
- Gut check: If it feels off, it probably is.
PRO TIP:
Since it’s easier to find validating comps for
blended data, start by summing or averaging a
metric across all customers/orders/products
and validating that first.

6. DATA MEANS NOTHING WITHOUT CURIOSITY
COMMON TRAP:
Answering only the questions you originally
asked.
INSTEAD:
- Treat data as clues on a scavenger hunt toward
the truth about what’s happening with your
business and customers.
- Follow your curiosity; one interesting metric
leads to another, which could lead to a brand new
insight.
PRO TIP:
Spend at least 20% of your analysis time pursuing
a path you didn’t intend to follow. The metrics
that surprise you will often yield the most
valuable insights.

7. DATA MEANS NOTHING WITHOUT
GOALS
VALIDATION
CURIOSITY

8. Thanks!
@mskellygoldston @ELOQUII