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14 minutes | 5 years ago
Episode 0022: Cleveland, Golf, and Trump!!!
In this episode, Kevin talks about how nerves play a role in performance, then focuses on how limited history and a failure to account for imagination/interactions cause analysts to do a poor job of predicting the future. Kevin recommends using Data, Imagination, and Interactions to more accurately predict what might happen in the future.
27 minutes | 5 years ago
Episode 0020: Pushing The Limits Of Your Industry
As an analyst, you have good ideas. But frequently, your ideas are opposite of the direction your industry wants to take, or are opposite of the direction your company wants to take. What do you do? Do you push the limits? Do you push through the wall? Do you find a way around the wall? Do you acquiesce? Or do you quit? That's what we'll talk about today.
28 minutes | 5 years ago
Episode 0018: Stupid, Arrogant, or Evil?
The biggest question I receive is this ... "How do I deal with a boss that is stupid/arrogant/evil?" Good question!! In this podcast, I will discuss a few of the tips/techniques I use to diffuse difficult bosses. There is no right/wrong answer here, of course, but there are things an analyst can do to neutralize difficult Executives.
22 minutes | 5 years ago
Episode 0017: What Makes A Five Tool Analyst?
While holding a 13 week old puppy in his lap, Kevin describes the five tools that the absolute best analysts possess. How many of the five tools do you possess?
28 minutes | 5 years ago
Episode 0016: A/B Test Results
Kevin talks about some of the reasons why Executives do not accept A/B test results. Often, the Executive needs "A" to win to further her career ... and when "B" wins, the Executive has problems! Kevin talks about how to deal with the problems.
25 minutes | 5 years ago
Episode 0015: Team Chemistry
Kevin expresses the sheer joy experienced last Thursday as Green Bay defeated Detroit on the last play of the game. Following this expression of joy, Kevin talks about the importance of building team chemistry in any department you work in.
29 minutes | 5 years ago
Episode 0014: Your Team Really Hates Your Guts!
In this episode, Kevin talks about the myriad of conflicting metrics surrounding Cyber Monday - the hype of a pretend shopping holiday that was names in 2005 but was always a high-volume shopping day going back to the 1980s ... and then Kevin tells a story about the importance of having a credible, trustworthy analytics system to combat problems ... even when your own analytics team hates you!!
32 minutes | 5 years ago
Episode 0013: Thanksgiving Special!
It's the week of Thanksgiving, and you are probably thinking to yourself, "What side dishes should I serve on Thanksgiving?" Good question! Kevin offers a recipe for a classic side dish, and then talks about the wildly different worldviews of marketers that analysts work with. It's a Thanksgiving special episode to remember!
33 minutes | 5 years ago
Episode 0012: Offense vs. Defense
In this episode, Kevin discusses the important of analysts presenting information from a position of strength. Kevin asks analysts to take a series of steps to stop having to defend everything that is shared, focusing instead on what the data means and what folks should do with the information.
33 minutes | 5 years ago
Episode 0011: Personas
Kevin talks about the magic of airline travel, and then tells a story about how Personas can be used by analysts to communicate a story more clearly to Executives.
24 minutes | 5 years ago
Episode 0010: Lifetime Value
Kevin discusses the importance of calculating lifetime value, the pointlessness of arguing about simplistic LTV assumptions, and shares a story about what happens when LTV outcomes are mis-communicated to an Executive Team.
39 minutes | 5 years ago
Episode 0009: Football Analytics and Leadership Authenticity
Kevin fields questions from two listeners, one who wants to know why analytics has not taken root in football like in other sports, and one from a listener who wants to understand the role of authenticity in leadership.
34 minutes | 6 years ago
Episode 0008: Simulated Outcomes and Listener Questions
Kevin talks about the big East Coast hurricane that, as it turns out, will not hit the East Coast. Weather experts use "ensemble" models that vary initial conditions, and then forecast storm paths based on varied initial conditions. In marketing analytics, we can execute similar tactics, but seldom choose to do so. Why? In the second part of podcast, Kevin fields questions from five loyal listeners.
30 minutes | 6 years ago
Episode 0007: Tackling The Postmaster General
In this episode, Kevin discusses the importance of presenting information in a friendly, helpful, business-centric manner. In fact, Kevin will share two stories - one of a presentation at a conference that went so bad that an attendee looked at Kevin's wife and said - "God, I'm glad I'm not that guy, he's dying up there!" - and one that started by nearly tacking the Postmaster General but ended up very well.
40 minutes | 6 years ago
Episode 0006: Getting Executives To Say YES!
Analysts frequently have to present customer data to Executives. This can be an unpleasant experience! Executives will ask crazy questions not based on sound customer data. Analyst arguments will be pounded into mulch by what a former boss called "lizard logic". Well, Analysts shouldn't always have to be playing defense. Start playing offense! In this podcast, Kevin talks about techniques to get Executives to say YES! Once Executives say "yes" to multiple aspects of an argument, it is much harder for the Executive to refute the argument.
31 minutes | 6 years ago
Episode 0005: Your Own Analytics Program / System
Did you ever notice that your favorite sports team has a unique way of doing things? They have a methodology, a system, a "program" that is fundamentally different than the competition, right? Whether it is Chip Kelly or Bill Walsh or Mike Leach, each coach has a unique way of doing things that sets them apart from the competition. As an analyst, it is very important that you develop your own system, your own program for how you view the world. In this episode, Kevin talks about his system, and then encourages the listener to create a unique system/program for success. Don't be one of thousands of analysts with the same skills. Create your own way of doing things, and get started with this process immediately!
56 minutes | 6 years ago
Episode 0004: Selling Ideas To Executives
Have you ever had a great idea? Have you had the data necessary to back up your idea? Yes? Have you ever shared your idea in a meeting, only to have the room turn quiet, all faces looking upon a Vice President for an answer - and then - the VP makes an arbitrary, gut-instinct decision that is opposite of what you want to hear? Yes? Join the club! This happens all the time. Analysts have a derisive term for this ... calling Executives who behave in the manner a "HiPPO" - standing for "Highest Paid Person's Opinion". In this episode, Kevin debunks the term "HiPPO", describing some of the reasons why an Executive would ignore what an Analyst is sharing. Better yet, Kevin gives advice to Analysts, helping the Analyst figure out why the Executive might choose to ignore a data-driven argument - while outlining many ways that an Analyst can align with an Executive and get his/her message heard.
33 minutes | 6 years ago
Episode 0003: Purple Hair and Pricing Strategy
In this episode, Kevin answers a listener question about when it is acceptable for a retailer to run discounts/promotions. Kevin shares the many ways that the aspiring analyst can answer this question, and provide significant value to a business. Kevin also talks briefly about the NY Times article about Amazon and their culture - relating a story from his past where an analyst perceived the culture to be different than it was.
28 minutes | 6 years ago
Episode 0002: The Worst Mistake Of My Entire Career!
In this podcast, Kevin talks about the worst mistake he made in his entire career - a mistake that came from recommending a fully optimized solution that should have made his company the best return on investment. Learn why this was such a huge mistake, and learn how to avoid making the kind of blunder Kevin made!!
42 minutes | 6 years ago
Episode 0001: Data Driven
In this episode, Kevin addresses the topic of being "Data Driven". Kevin talks about the situations where it makes sense to focus a business strategy on data, and highlights the cases where focusing on data results in problems.
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