Analytics

Analysis, Analytics, Types, Levels,

Domain, CRISP-DM Model
Agenda

● Analysis & Analytics

● Levels of Analytics
● Skills of Analysts, Scientists
● Analytics Domains
● CRISP Modeling
Analysis - Analytics
 Analysis & Analytics

Analysis, Analytics, Comparison, Skills, Data Scientist /Engineer/ Analyst

Analysis - Analytics
Analysis vs Analytics

Analysis
● Systematic examination & evaluation of data or information by breaking it
into its component parts to uncover their interrelationships.
● Basis for - Problem Solving & Decision Making

Analytics
● Involves studying past historical data to research potential trends, to
analyse effects of certain decisions or events,or to evaluate the
performance of a given tool or scenario
● Improve the business by gaining knowledge

Analysis Vs Analytics : Diff

Analysis vs Analytics : Differences

● Analysis
○ looks backwards over time
○ Provides historical view of what happened
● Analytics
○ Look forward to model the future or predict the
result

Analytics
Analytics

Analytics IS/ IS NOT

What is Data Analytics

Data Analytics IS ..
Data analytics refers to qualitative and quantitative techniques and
processes used to enhance productivity and business gain

Data Analytics IS NOT ..

Data Analytics is not: Big Data Artificial Intelligence (“AI”) or Machine Learning
Data Science

Analytical Skills
Data Analytical Skills
Data analysts collect, organise and interpret statistical information to make
it useful for a range of businesses and organisations.

A Data Analyst is someone who scrutinises information using Data Analysis

tools. The meaningful results they pull from the raw data help their employers or
clients make important decisions by identifying various facts and trends. Typical
duties include:
● using advanced computerised models to extract the data needed
● removing corrupted data
● performing different levels of analysis to assess quality of data, derive
meaning and provide screening
● preparing reports based on analysis and presenting to management

Analytical Skill Summary

Key Skills for a Data Analyst

● High level of mathematical ability

● Knowledge of programming languages,
such as SQL, R, SAS, and Python
● Ability to analyse, model and interpret data
● Problem-solving skills
● Methodical and logical approach
● Ability to plan work and meet deadlines
● Accuracy and attention to detail
● Interpersonal skills
● Team working skills
● Written and verbal communication skills

Analytical Employers
Typical EMPLOYERS of Data Analysts

● Banks
● Specialist software development companies
● Consultancies
● Telecommunications companies
● Public sector organisations
● Social media specialists
● Colleges and universities
● Pharmaceutical companies
● Manufacturers
● ….

Engr, Scientist, Analyst

Data : Engineer vs Scientist vs Analyst

Analyst - Scientist
Data Analyst and Data Scientist

Data Analyst
● Research and extract information from various sources to describe
the main features of a data set in support of business operations
and decision making.
Data Scientist
● Cleanse data, apply various techniques to large data sets and create
visualizations to understand to answer more abstract business
questions, provide more predictive insights and anticipatory
behaviors

2 - Domain
Data Integration vs Data Engineering
Difference : Traditional & Modern BI Platforms
Analytics Domain

Various Domains
Analytics Domain

● Business analytics ● Retail sales analytics

● Marketing analytics ● Risk & Credit analytics
● Financial analytics ● Supply Chain analytics
● Learning analytics ● Talent analytics
● Behavioral analytics ● Telecommunications analytics
● Cyber analytics ● Transportation analytics
● HR analytics ● Sports Analytics
● Fraud analytics ● ……..
● Healthcare analytics
● Pricing analytics

BA
Business Analytics
Business Intelligence(BI) traditionally focuses on using a consistent set of
metrics to both measure past performance and guide business planning,
which is based on data and statistical methods.

Business analytics (BA) refers to the skills, technologies, practices for continuous
iterative exploration and investigation of past business performance to gain insight
and drive business planning. It focuses on developing new insights and
understanding of business performance based on data and statistical methods.

Business analytics(BA) makes extensive use of statistical analysis, including

explanatory and predictive modeling, and fact-based management to drive
decision making. It is therefore closely related to management science.

BI, BA
BA vs BI

MA
Marketing Analytics (MA)

Marketing analytics is the practice of Measuring, Managing and Analysing

Marketing performance to maximize its effectiveness and optimize return on
investment (ROI).
Understanding MA allows marketers to be more efficient at their jobs and minimize
wasted web marketing dollars.

FA
Financial Analytics (FA)
FA is a field that gives different views of a company’s financial data. It helps
a business to :-
● Understand the performance of an organization
● Measure and manage the value of tangible and intangible assets of an
organization
● Manage the investments of the company
● Forecast the variations in the market
● Increase the functionalities of information systems
● Improve the business processes and profits
(eg Stock Market Trends & Predictions - closed watched by customers)

HA
Healthcare Analytics
Healthcare analytics is a term used to describe the healthcare analysis
activities that can be undertaken as a result of data collected from four areas
within healthcare:-
● claims and cost data,
● pharmaceutical and research and development (R&D) data,
● clinical data (collected from electronic medical records (EHRs)), and
● patient behavior and sentiment data (patient behaviors and preferences, (retail
purchases e.g. data captured in running stores).

Healthcare analytics allows for the examination of patterns in various

healthcare data in order to determine how clinical care can be improved
while limiting excessive spending.

Pol A
Political Analytics
Traditional political campaigns relied on aiming at the target audience in a more
localized fashion. During traditional campaigns, we used to hear speakers
urging people to vote for a specific party, and as a result could reach out to a
limited audience only. Such electoral campaigns did have an effect on the
people, but a rather small one. Analytics in politics is changing that.(Forbes
Article)
With time, political parties have changed the norm of traditional campaigning
methods, and have planned to combine data analytics in their campaigning
tactics.
Politicians use data to segment people on various demographics and needs.
Run different strategies for their campaign. Use social platform to inform society
about their viewpoints. Candidates are selected based on their popularity in
Social Platforms also.

Other Domains
Other Domains getting created …..

Crime Analytics, Learning Analytics, Sports Analytics ....

Types / Levels
Levels of Organisation

Data Driven Organisation, 4 Levels, 8 Levels etc

Data to Wisdom
Data to Wisdom

Data Driven Org

Data Driven Organisation
"A data-driven company is an organization where every person who can use data to make better
decisions, has access to the data they need when they need it. Being data-driven is not about
seeing a few canned reports at the beginning of every day or week; it's about giving the business
decision makers the power to explore data independently, even if they're working with big or
disparate data sources."
"Data-driven complains are companies that relentlessly measure and monitor the pulse of the
business and are doing so in a continuous and often automated manner."
Objectives to Qualify
● It should be able to not only draw data from a variety of internal and external sources, but also
be able to blend that data in an analytics engine and distill it down to actionable insights.
● These insights should drive real-time decision making that infuses every level of the
organization.
● The data should yield quantifiable results downstream that in turn, inform the organization about
which data sources are yielding results
Everyone should ‘own’ the data .. especially product managers
5 characteristics of data-driven organization - Leadership, Liquidity, Usage, Access, Protection

4 Types
Types of Data Analytics

4 Levels
4 - Levels of Analytics

8 Levels
8 - Levels of Analytics

Another View
Another Way to Look at Analytics Levels

CRISP
 CRISP Data Mining Model
Cross-Industry Standard Process for Data Mining, known as CRISP-DM, is an
open standard process model that describes common approaches used by
data mining experts. It is the most widely-used analytics model.

Venn Diagram
Overlapping and Developing Areas

Data mining is the process of discovering patterns in large data sets involving
methods at the intersection of machine learning, statistics, and database systems
CRISP Model
CRISP Modeling

DS Terms
Domains

How to become DA
 How to Learn to do Data Analytics

● Pick up a Domain - Business, Marketing etc to apply Analytics

● Understand Data Properties and Statistics
● Learn any Programming (R / Python/ SAS etc) to do practical
Analytics
● Collect Data and follow CRISP Modeling technique
● Translate Business Problem to Statistical/ Data Mining Model to
Coding in Programming Tool and interpret the results from
Domain point of view
● Create Visualisation to analyse large data
● Find Best Modeling technique for Data Analytical Problem

End
End of Presentation

Data Analytics

Thank You
BLANK
Images : Source Internet
Images : Source Internet