“Digital Analytics”

Application & Tools

India Today Media
Institute
Introduction to Digital Analytics
Scope & Perspective
What is Analytics?

The Science of Analysis

When we break any complex topic into a

smaller parts so we can understand it in a
better way
Context Data Creativity

Elements of Analytics
 Definition

Any type of firm Action

How an organization arrives at an optimal and realistic decision informed by data

Process Best solutions Factoring in Controlled by

if there were different Human and not
Balancing both
no constraints constraints automated
 Why Digital Analytics?
Action
Wisdom (Principle)
Identify the area where
It is high or low

Understanding the Context

Knowledge (Patterns) 55% is national
average

Information Understanding the meaning 55% people liked

(Relations) the show

Data It is present everywhere

55%
(Numbers/Text/images/Videos)
 The Process

Understanding the Collecting & Data Exploration Implementation &

Business Problem Transforming the & Modeling Deploying the
data Model
 The Process Decoded
• Identifying the problem
• Collecting the relevant data
• Types of data
• Selection of the algorithm
• Building the model
• Implementing the model
Data Analytics

Data analytics is the use of processes and technology to extract valuable insight out of datasets.

This insight is then applied in a number of ways depending on the business, its industry, and other
unique requirements.

This is important because it helps businesses become data-driven, meaning decisions are supported
through the use of data.

Data analytics is also helping businesses to predict problems before they occur and map out possible
solutions.
Use of Analytics

1. For Summarizing
2. For Exploring associations
3. For Exploring relationships
4. For Classifying / grouping
For Summarizing

• Average views on a video on a

channel?
• Percentage of in female watching a
content
• Ratio of mobile owners
• Comparing sales of four regions in a
country
For Exploring association

• Women tend to watch more content

than men?
• Where conversion is more – Phone,
WhatsApp, Email or Messenger?
• Which is better for content
marketing – social media, print
media?
For Exploring relationships

• Number of study hours leads to

higher marks?
• Ad expenditure is influenced by
Size of the channel
• If you spend more on ads, the
more sales will happen?
For Classifying / grouping

• TV channels in DTH can be

grouped?
• How can I segment my customers
on whom I have information on
many parameters?
• I want only five sets of reasons,
not thirty different reasons.
Possible?
The data analysis process
r
Data Science

•
Sources for forecasting in data science
Time Series Data: A type of data that is collected and recorded over time, such as sales data,
stock prices, or weather patterns. This data can be used to create statistical models that can be
used to make predictions about future values.

External Data: Data that is sourced from outside an organization, such as economic indicators,
demographic data, or industry-specific data. This data can provide additional context and
information that can be used to inform forecasting models.

Predictive Models: Mathematical models that use historical data to make predictions about
future events. These models can be based on a variety of techniques, such as regression
analysis, decision trees, or machine learning algorithms.

Machine Learning: A type of artificial intelligence that involves the use of algorithms to learn
patterns in data and make predictions. Machine learning models can be used for forecasting by
training the algorithms on historical data and using them to make predictions about future values.
Use of Data Analytics in Media and Entertainment

1.

2.

3.

4.

5.
 Unleashing the Data Landscape – Types and Reading it Right

• Purposive data – Collected based on

defined objective

• Existing data – Collected without pre

defined objective

• Automatic Data – Collected using other

objective

• Data that resides in a fixed field within
a record or file is called structured data.
• Structured data has the advantage of
being easily entered, stored, queried and
analyzed.
The phrase “unstructured data” usually
refers to information that doesn’t reside
in a traditional row-column database.
Unstructured data files often include text
and multimedia content.
 Data and its types – how to classify

Data can be defined as a systematic record of a particular quantity

• Qualitative Data - represent some
characteristics or attributes
• Quantitative Data – represented
numerically and calculations can be
performed on them
• Primary Data - collected for the first time by an
investigator for a specific purpose
• Secondary Data - sourced from someplace that
has originally collected it

• Discrete Data- can take only certain specific values rather than a range of values
• Continuous Data– can take values between a certain range with the highest and lowest values
Different Data Types
Structured data
• Names and dates
• Home and email addresses
• Identification numbers
• Transactional information
Unstructured data
• Emails and SMS
• Audio and video files
• Social media
• Satellite and surveillance imagery
• Server and weblogs
Different Data Types

Qualitative data: Quantitative data

• Texts and documents • Tests
• Audio and video recordings • Experiments
• Images and symbols • Surveys
• Interview transcripts and focus
• Market research
groups
• Observations and notes • Metrics
 Data mining

Data mining refers to techniques for deep data exploration.

Data mining is done to extract relevant conclusions that enable more

accurate business and/or strategic decisions

Data mining is the process of looking at large banks of information to

generate new information
 Data Mining Techniques

• Tracking patterns
• Classification
• Association
• Outlier detection
• Clustering
• Regression
• Prediction
 Some examples of data analysis tools & techniques

Frequency
Cross-tabulations Mean, Median,
Counts (Number Classification Association
Mode, SD
& Percentages)

Anomaly
Correlation Cluster Analysis Factor Analysis Regression
Detection

Social Media Sentiment

Conjoint Analysis Text Analytics Association
Analytics Analysis
Some of the key terms
Population - A collection of all the elements we are
studying and about which we are trying to draw conclusion

Sample – A collection of some, but not all, of the elements

of the population under study, used to describe the
population

Data – A collection of any number of related observation

on one or more variables

Data Points – A single observation from a data set ( a

collection of data)

Raw Data – Information before it is arranged or analyzed

by statistical method
Data Types

Data Variables

Scale Categorical
(Measurements/ Numerical/count ) (appear as categories)

Continuous:
Discrete: Ordinal: Nominal:
Measurements
Counts/ integers obvious order no meaningful order
takes any value
 Variables in Analytics

Variables are any characteristics that can take on different values, such
as height, age, species, or exam score.

we often want to study the effect of one variable on another one. For
example, you might want to test whether students who spend more time
studying get better exam scores.
 Variables in Analytics
The variables in a study of a cause-and-effect relationship are called the independent and
dependent variables.

The independent variable is the cause. Its value is independent of other variables in your
study.

The dependent variable is the effect. Its value depends on changes in the independent
variable.

Another definition:
An independent variable is a variable that represents a quantity that is being manipulated
in an experiment

A dependent variable represents a quantity whose value depends on how the

independent variable is manipulated.
 Types of Analysis

• Univariate analysis, which looks at just one variable

• Bivariate analysis, which analyzes two variables
• Multivariate analysis, which looks at more than two
variables
 Multivariate Analysis

Multivariate analysis (MVA) is a Statistical procedure

for analysis of data involving more than one type of
measurement or observation. It may also mean solving
problems where more than one dependent variable is
analyzed simultaneously with other variables.
 Example of MVA
Relationship between a person’s social media habits and their self-esteem. We can do
bivariate analysis, comparing the following two variables:
• How many hours a day a person spends on Instagram
• Their self-esteem score (measured using a self-esteem scale)
 Measurement of Frequency
Frequency analysis is a descriptive statistical method that shows the number of
occurrences of each response chosen by the respondents.

Examples:
 Measurement of Frequency using Graphs
When Represented using graphs

Examples:
 Central Tendency

A central tendency or average is a single value which represents the whole set of figures and
all other individual items concentrate around it.

An average is somewhere within the range of the data, it is therefore called measure of
central tendency.
 Measure of Central Tendency
A measure of central tendency is a summary statistic that represents the center point or
typical value of a dataset.

These measures indicate where most values in a distribution fall and are also referred
to as the central location of a distribution.

Three most common measures of central tendency are the following:

Mean

Median

Mode
 Measure of Central Tendency
The mean is the average of a data set.
Sum of observation divided by number of observations

The median is known as the positional average

Middle of the set of numbers (Used when data is skewed)

The mode is the most common number in a data set.

Unimodal, Bimodal & Multimodal Data Series

Standard deviation is the measure of dispersion

of a set of data from its mean
Implementation of Analytics

Using Microsoft Excel

Data Analysis using
Microsoft Excel
 Data Analysis Process

Process of Data Analysis with Excel

• Data Collection
• Data Cleaning
• Data Exploration (using Pivot Table)
Using MS Excel
• Data Visualization
 • CONDITIONAL FORMATTING
• CONCATENATE
• TRIM
MS Excel - • TRANSPOSE
• SORT
techniques • FILTER
• TEXT TO COLUMN
• REMOVE DUPLICATE
• LEN
• LEFT-RIGHT-MID
• UPPER, LOWER & PROPER
• PIVOT TABLE
• SUBTOTAL
• VLOOK UP
• DATA ANLYSIS TOOLPACK
• MACROS
 STEPS
• Identify errors and inconsistencies
• Remove duplicate values
• Remove spaces
• Fill in missing values

Data • Merging and splitting columns

• Remove irrelevant data
• Standardize data

Cleaning • Format data

FORMULAS
• REMOVE DUPLICATES
• TRIM
• TEXT TO COLUMN
• CONCATENATE
• LEFT, RIGHT & MID
• UPPER, LOWER & PROPER
 Function & Formulas for Data Analysis in Excel

❑ Conditional Formatting: Conditional formatting in Excel enables you to highlight cells with a certain color,
depending on the cell's value.

❑ Sort: You can sort your Excel data on one column or multiple columns. You can sort in ascending or
descending order.

❑ Filter: Filter your Excel data if you only want to display records that meet certain criteria.

❑ Subtotal - The SUBTOTAL function is a built-in Excel function that is used to calculate subtotals within a
range of data The function can perform a variety of calculations, including sum, count, average, minimum,
and maximum.

❑ Pivot Tables: Pivot tables are one of Excel's most powerful features. A pivot table allows you to extract
the significance from a large, detailed data set.

❑ Analysis ToolPak: The Analysis ToolPak is an Excel add-in program that provides data analysis tools for
financial, statistical and engineering data analysis.
Conditional Formatting

On the Home tab, click Conditional

Formatting, Highlight Cells Rules,
Greater Than..

Options
• Highlight Rules
• Top / Bottom Rules
• Data Bars
• Color Scales
• Icon Sets
• Find Duplicates
• Mange Rules
 Sort

• Basic Sort
• A to Z
• Z to A
• Sort by Color
• Reverse List

• Custom Sort
• Levels
• Top to Bottom
• Left to right
 Filter
• Filters
• Basic Filters
• Advanced Filter

• Options
• Number Filter
• Text Filter
• Date Filter
• Filter by Color
 PivotTables allow you to easily organize, filter, summarize, and analyze raw data
• Create Pivot Table
Pivot Tables – Select Data Columns
– Go to Insert Tab
– Create Pivot Table
– Select a table or range
– Choose destination
 Pivot
Tables
Options
Pivot Tables & Slicers
 The Data Analysis Toolpak is an add-in feature for
Data Analysis tool Microsoft Excel that provides advanced data analysis
functions, tools, and techniques. It is designed to help
pack in Excel users perform complex statistical and engineering
analyses in Excel quickly and easily
 Data Analysis tool pack techniques
Descriptive Statistics: This tool calculates basic statistical measures such as mean, median, mode, standard deviation,
and variance for a data set.
Histogram: This tool creates a frequency distribution and a histogram chart for a set of data.

Regression: This tool performs linear regression analysis to fit a line to a set of data and determine the relationship
between two variables.
Anova: This tool performs analysis of variance to determine whether there are statistically significant differences
between multiple groups.
Correlation: This tool calculates the correlation coefficient between two variables to determine the strength of their
relationship.
Sampling: This tool creates a sample from a population to estimate the characteristics of the population.

Moving Average: This tool calculates the moving average of a data set, which is the average of a subset of data points
over a period of time.
t-Test: This tool performs a t-test to compare the means of two samples and determine whether they are significantly
different.
 Resources

• http://www.chandoo.org
• http://www.excelexposure.com
• http://www.youtube.com
• http://www.udemy.com
• http://www.elearnexcel.com/