At times my excitement about data leads to some embarrassment. Yet, it’s not my excitement itself that embarrasses me (I don’t think anyone should be self-conscious about showing enthusiasm), but the blank, equivocal, or sometimes confused looks that can greet my excitement. These looks say ‘Are you crazy? Why are you excited about data?’
I accept that to many data is, well… boring. It can be. To others it’s just way too complicated. It’s often made to be. But, as a whole, data excites me for the simple reason that it stimulates creativity.
It’s important to make a couple distinctions before I rev up. The first is that data management is different from data analysis. Data management involves databases, servers, hygiene, etc. and, although hugely important, it can get a bit dry. Data analysis is what excites and inspires me.
The second distinction to make is that I am a marketing data analyst, not a data analyst of another kind. Data can be analysed for a variety of purposes: risk analysis, corporate asset planning, financial modelling, whatever. I am a marketer who analyses data for marketing purposes.
Now, on to the creative muse that is data. I often sit in front of a spreadsheet all day, creating through questioning: what’s the gender split and the age breakdown of customers, and how do these compare to national averages? How many customers have purchased product A or product B, and do those who’ve purchased either have a higher propensity to purchase product C? What’s the average time lapse between purchases – is that impacted by seasonality? Can I uncover relationships between customers by looking at surnames or addresses or phone numbers?
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