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Lesson 1: "Following The MAP"

The document outlines the Marketing Analytics Process (MAP) for thorough analysis. It explains that the MAP involves 4 steps: 1) thorough planning to establish objectives and identify necessary data, 2) measuring the right data through collection from appropriate sources, 3) analyzing data to deliver meaningful insights, and 4) telling the story in a compelling way through visual reporting. Following the MAP approach helps ensure analysis leads to relevant and impactful insights.

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512 views

Lesson 1: "Following The MAP"

The document outlines the Marketing Analytics Process (MAP) for thorough analysis. It explains that the MAP involves 4 steps: 1) thorough planning to establish objectives and identify necessary data, 2) measuring the right data through collection from appropriate sources, 3) analyzing data to deliver meaningful insights, and 4) telling the story in a compelling way through visual reporting. Following the MAP approach helps ensure analysis leads to relevant and impactful insights.

Uploaded by

varshasri
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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LESSON 1:

Following the MAP

Getting to a big
idea is hard you
need a MAP

Thorough analysis
must start with
thorough planning

Collecting the
right data will
unlock insights

Analysis must
point to relevant,
powerful insights

Reporting should
tell stories people
will remember

YOU

Source:
Shuttleworth,
Turnbull, McLean
Getting To What
Matters (2010)

BIG
IDEA

DATA

KNOWLEDGE
DATA

YOU

STIMULI
DATA

BIG
IDEA

DATA
DATA

TENSION

OUTSIDERS
Source:
Shuttleworth,
Turnbull, McLean
Getting To What
Matters (2010)

Fold A to meet B to illustrate


the hard way to get a big idea

PAIN

For success, follow the Marketing Analytics Process (MAP)

Thorough analysis starts with thorough planning

Establish the campaign / brand / companys clear, singular


objective to be addressed by your analysis

Define key questions you will be asking of the data

Identify the type of analysis you will be conducting and the


resultant data you will need

Plan your approach to collecting your data the data you


require and the sources (and tools) you will use

Measure what matters to collect data


that unlocks insight

Locate sources that house the required data identified in


the planning step

Utilize data mining tools and techniques necessary to


collect required data

Select a data management system that balances your


needs for power and simplicity

Ensure the eectiveness of future analysis by limiting bias


in the data

Analyze data to deliver relevant, powerful insights

Produce tidy, analysis-ready datasets to ensure your


analysis is error-free

Proactively address data-quality issues and concerns

Perform analysis techniques that lead you to draw


conclusions from collected data

Compress learnings into easy-to-understand snippets by


constantly asking yourself, whats the 60 seconds story?

Tell your story in a way that compels action

Leverage preattentive attributes in visual perception to


quickly and eectively communicate your meaning

Ensure that recommendations are as clear and concise as


possible

Follow simple rules of design to visualize insights with


impact

Connect to your audience with passion to ensure your


story is memorable

LESSON 1:
Following the MAP

Getting to a big
idea is hard you
need a MAP

Thorough analysis
must start with
thorough planning

Collecting the
right data will
unlock insights

Analysis must
point to relevant,
powerful insights

Reporting should
tell stories people
will remember

References
1. Jamie Shuttleworth, Karl Turnbull, and Ross McLean. 2010.
Getting To What Matters.

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