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Understanding Data - A 5-Step Framework

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Andy Kriebel
andykriebel.com
5 QUESTIONS
TO HELP DEMYSTIFY
YOUR DATA
Andy Kriebel
andykriebel.com
WHEN?
Analyze trends and
patterns over time, identify
seasonality, forecast future
values, detect anomalies or
outliers
Andy Kriebel
andykriebel.com
WHERE?
Identify patterns and
relationships in geographic
data, detect concentrations
and outliers, determine
trends
Andy Kriebel
andykriebel.com
WHICH?
Analyze categorical data,
identifying relationships and
dependencies, determine
trends and patterns
Andy Kriebel
andykriebel.com
WHO?
Conduct cohort analysis,
understand customer
behaviors and
demographics, analyze
individual or team
performance
Andy Kriebel
andykriebel.com
WHY?
Analyze frequencies,
clusters and distributions,
identify trends, patterns,
relationships, correlations
and causality between
metrics
Andy Kriebel
andykriebel.com
TIME SERIES
ANALYSIS
Andy Kriebel
andykriebel.com
WHAT IS IT?
Time series analysis helps
you understand trends
and patterns over time,
identify seasonality, and
forecast future values
Andy Kriebel
andykriebel.com
TREND ANALYSIS
Helps you understand
the overall increase or
decrease over time
Andy Kriebel
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SEASONALITY
Identify repeated
patterns in the data, e.g.,
daily, weekly, monthly
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CYCLICAL ANALYSIS
Identify trends or cycles
by the day-of-the-week
or the month-of-the-year
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FORECASTING
Use historical data to
predict future trends or
events
Andy Kriebel
andykriebel.com
ANOMALY DETECTION
Identify outliers and
unexpected patterns by
clustering or segmenting
Andy Kriebel
andykriebel.com
SPATIAL
ANALYSIS
Andy Kriebel
andykriebel.com
WHAT IS IT?
Spatial analysis helps
identify patterns and
relationships in
geographic data, detect
concentrations, outliers,
and trends
Andy Kriebel
andykriebel.com
CLUSTER ANALYSIS
Helps identify groups of
similar characteristics or
patterns in a dataset
Andy Kriebel
andykriebel.com
NETWORK ANALYSIS
Examines the connections
between locations. Often
used in route optimization
and disease prevention
Andy Kriebel
andykriebel.com
SPATIAL REGRESSION
Helps determine
relationships between
geographic factors and
a dependent variables
e.g. crime rates vs. gini coeffecient by
state
Andy Kriebel
andykriebel.com
CATEGORICAL
ANALYSIS
Andy Kriebel
andykriebel.com
WHAT IS IT?
Categorical analysis
allows you to examine
data that is qualitative in
nature and can be
measured using nominal
or ordinal scales
Andy Kriebel
andykriebel.com
FREQUENCY ANALYSIS
Determine the number of
occurrence of each
category in a data set.
For example, sales by
region.
Andy Kriebel
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CLUSTER ANALYSIS
Examines the correlations
and similarities between
multiple categorical
variables.
Andy Kriebel
andykriebel.com
TREND ANALYSIS
Examine changes in
categorical data over
time. For example, sales
by month by region.
Andy Kriebel
andykriebel.com
MORE CHART TYPES
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CUSTOMER
AND TEAM
ANALYSIS
Andy Kriebel
andykriebel.com
WHAT IS IT?
Analysis on people,
customers, and employees
to understand behaviors,
the impact of demographics,
and measure individual or
team performance
Andy Kriebel
andykriebel.com
DEMOGRAPHIC
ANALYSIS
Examine factors such as
age, gender, ethnicity,
education level, and
income to understand
the composition of a
population and identify
patterns or trends within
the data.
Andy Kriebel
andykriebel.com
COHORT ANALYSIS
Groups users based on a
shared characteristic to
better track and
understand their behaviors.
Cohort analysis is typically
used to understand
customer churn or
retention.
Andy Kriebel
andykriebel.com
SENTIMENT
ANALYSIS
Determine the emotional
tone to understand how
people feel about a
particular topic or brand.
Helpful in identifying
areas for improvement
or opportunities for
engagement.
Andy Kriebel
andykriebel.com
BEHAVIORAL
ANALYSIS
Understand how people
interact with your brand
or product and identify
areas for optimization.
Analyze data like
website traffic, social
media engagement, or
purchase history.
Andy Kriebel
andykriebel.com
NETWORK ANALYSIS
Examine connections
between people within a
group or network.
Analyze data like social
media connections or
email communications.
Identify influencers and
dynamics between
members of the network.
Andy Kriebel
andykriebel.com
TIME SERIES
ANALYSIS
Analyze data over time
to identify trends or
patterns between
customers, individuals or
teams.
Allows you to forecast
future trends or identify
seasonality.
Andy Kriebel
andykriebel.com
GEOSPATIAL
ANALYSIS
Analyze the impact of
geographic location. This
can be used to identify
regional trends or
patterns, or to target
marketing efforts to
specific geographic
regions.
Andy Kriebel
andykriebel.com
DIAGNOSTIC
ANALYSIS
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WHAT IS IT?
Diagnostic analysis helps
identify why something
happened and find
anomalies in the data
Andy Kriebel
andykriebel.com
CORRELATION
ANALYSIS
Understand the
relationship between two
or more variables. Useful
for identifying patterns
and trends in your data.
Andy Kriebel
andykriebel.com
TIME-SERIES
ANALYSIS
Helps you understand
trends and patterns over
time, identify seasonality,
and forecast future
values
Andy Kriebel
andykriebel.com
CLUSTER ANALYSIS
Group similar data points
together based on their
characteristics. Identify
customer segments,
product categories, or
other types of groupings.
Andy Kriebel
andykriebel.com
FACTOR ANALYSIS
Involves identifying
underlying factors that
explain the relationships
between multiple variables.
Andy Kriebel
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PRINCIPAL
COMPONENT ANALYSIS
Reduce the dimensionality
of the data by identifying
the most important
variables or factors. Helps
identify key drivers of
outcomes or to simplify
complex data sets.
Andy Kriebel
andykriebel.com
COMPARATIVE
ANALYSIS
identify characteristics that
show similarity or
differentiation between
one group from another.
E.g., what distinguishes
successful from
unsuccessful products?
Andy Kriebel
andykriebel.com
ANOMALY
DETECTION
Identify outliers and
unexpected patterns by
clustering or segmenting
Andy Kriebel
andykriebel.com
COHORT ANALYSIS
Groups users based on a
shared characteristic to
better track and
understand their behaviors.
Cohort analysis is typically
used to understand
customer churn or
retention.
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Andy Kriebel
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