Data Visualization

12月 162015
 

If you read my last post, then you know that I’m giving myself the gift of data this holiday season! For me, collecting data on my diet and fitness habits is a gift that just keeps on giving. Although I may not look at all my data sets on a […]

The post Visualizing holiday food log patterns appeared first on JMP Blog.

12月 142015
 

Having polled some of my erudite friends and colleagues as well as having finished some noteworthy books these last several months, I developed a book list that may help with your holiday shopping (even if it’s for yourself). In preparing this list, I thought it might be useful to include […]

The post New book gift ideas for analytical friends and family appeared first on JMP Blog.

12月 142015
 

Having polled some of my erudite friends and colleagues as well as having finished some noteworthy books these last several months, I developed a book list that may help with your holiday shopping (even if it’s for yourself). In preparing this list, I thought it might be useful to include […]

The post New book gift ideas for analytical friends and family appeared first on JMP Blog.

12月 092015
 

It can be easy to get discouraged when working on a personal health project during the time period that stretches from late fall to early winter. The “food holiday” season that stretches from October to January is filled with celebrations and their leftovers. Colder temperatures and shorter days also reduce […]

The post Giving myself the gift of data appeared first on JMP Blog.

12月 042015
 

I hope that by now you've heard about our new Technically Speaking webcast series. The goal of this series is to help you understand and work through issues with your data so that you can focus on answering your most important questions. It features JMP team members sharing data case studies and […]

The post New Technically Speaking webcast exploring workout data appeared first on JMP Blog.

11月 272015
 

Times have changed. As the oil industry shutters and sheds investments that made sense during the two-year period in which oil rode comfortably above $90, the market is establishing a new equilibrium at $40/barrel. This despite the fact that the Baker Hughes domestic rig count is down 64 percent. It’s […]

From boom to bust: Searching for sustainability in the new oil climate was published on SAS Voices.

11月 182015
 

Know your data. Do a needs analysis. Organize for success. Empower users. These are four best practices for data and analytics that you'll want to hear more about. In my first three posts in the Analytics in Real Life blog series, we learned how higher education customers are using SAS and why […]

Best practices for using data and analytics was published on SAS Voices.

11月 112015
 

Marketing analytics continues to explode with more data sources and fascinating predictive marketing approaches to solve important business problems, yet one challenge continues to bubble up. The ability to translate the technical math behind predictive analytics into easy-to-understand business language and visualization to help c-suite executives make data-driven decisions with confidence. Developing this business skill is highly valuable as leadership decisions will not be made with data-driven evidence without transparent understanding, and how one communicates to a senior executive within the C-Suite versus a departmental technical manager is very different.

This was the challenge I embarked to address at the 2015 &Then DMA conference in Boston, Massachusetts. Over the past few years, I have developed a personal frustration of attending various marketing conferences, and repeatedly observing high-level presentations about the potential of analytics. Even more challenging has been the recent trend of companies presenting magical (i.e. "easy-button") black-box marketing cloud solutions that address every imaginable analytical problem; in my opinion, high-quality advanced analytics has not reached a point of commoditization. There is a reason that the data scientist is the sexiest job of the 21st century, there are over 120 universities offering business analytic graduate degree programs, and U.S. President Obama appointed the first ever chief data scientist earlier this year . It is my personal belief that data driven marketing is on the rise, and will continue to provide competitive differentiation for organizations that invest in best practices and talent, as compared to others that select the short-cut approach.

When it comes to championing analytics within a marketing organization, part of the solution is to enable and perform effective marketing analysis that incorporates analytics across the spectrum - descriptive, diagnostic, predictive, and prescriptive. However, I strongly believe there are other important, and often, overlooked components that complement an analytic team's ability in becoming successful.

  • The ability to communicate and frame an analytics problem as it relates to a marketing challenge
  • The ability to explain the findings of the analytics process in sufficient detail (i.e. telling a story with data visualization) to ensure clear understanding
  • The ability to connect the dots between analysis, and empowering a downstream marketing process

As a principal solutions architect by day for SAS, and a professorial lecturer by night at The George Washington University, I take aim to raise awareness of these subjects to my clients and students. An individual's ability to communicate clearly, succinctly, and in the appropriate language vernacular when presenting analytical recommendations to the marketing organization is extremely important when focused on driving change with data-driven methods and visualization. My main intent is to prove that the days of leaving a business meeting where the CMO states “that was interesting, but maybe next year” are over.

Suneel Image 2

Did I succeed? You be the judge:

 

Let me know what you think in the comments section below. Lastly, if you would like to connect on social media, link with me on Twitter or LinkedIn.

 

tags: customer intelligence, Data Driven Marketing, data storytelling, data visualization, DMA, DMA &Then, marketing analytics, predictive analytics, Predictive Marketing

Translating predictive marketing analytics through visualization was published on Customer Analytics.

11月 102015
 

I spend a fair amount of time at the North Carolina coast, specifically at Oak Island. Over the years, I’ve noticed the attention given to saving the sea turtles, but I didn’t get involved with this endeavor until the summer of 2014. I happened to witness a nest hatching with […]

The post Hatching and nesting trends for sea turtles appeared first on JMP Blog.

11月 072015
 

Do you have a great idea for an analytics project but need approval to get started? Or maybe you've had some initial successes with analytics and you're ready to expand the program. We talked to four analytics leaders in the higher education industry to get their advice on how to […]

How to get buy-in for data and analytics projects was published on SAS Voices.