Analytics In Action: How DMAIPH Uses Data to Drive Decision-Making

Awhile back, I was a guest speaker for a business analytics class at the College of St. Benilde. I had been asked to talk about how DMAIPH uses analytics in our business.

When it comes to sizing up an analytics project, I tend to use a methodology I learned from a couple Stanford professors several years ago. It is pretty simple concept that is applicable across all kinds of projects; (1) identify the data you will need, (2) bring it in to your analysis tools, aka inventory it, (3) and then integrate it into a larger story or context.

I tend to use MS Excel for the majority of my analysis, but when I need to build a map, or prototype a business dashboard or need some high-powered visuals to present my data, I use Tableau Public. In the past I have used a wide range of analytics tools, but they are always specific to a certain type of data I needed to access.

One of my favorite infographics
One of my favorite infographics

I am going to show three examples of how we use analytics:

  •  How we built and maintain a competitive landscape looking at the current trends in analytics here in the Philippines. Who is using what, what they are doing and where the talent is coming from.
  • How we built and update a demographic profile based on resume and LinkedIn data for the various types of analyst jobs we are currently employing.
  • And, how we built a business dashboard using Google Drive for the management team to use when looking at who on the team to coach and what to coach them on. It’s a simple way to share KPIs.

In all three cases I will explain how we identified the data we needed, how we inventory it so we can look at historical trends as well as a current snapshot and how we integrate these analytics solutions into our business strategy. It should be a pretty good presentation followed by some great Q+A! 


Analytics Training – DMAIPH offers a wide range of analytics centric training solutions for professionals and students via public, in-house, on-site, and academic settings. We tailor each training event to meet the unique needs of the audience. If you need empowerment and skills enhancement to optimize the use of analytics in your organization, we are here to help. Contact DMAIPH now at or connect with me directly to set up a free consultation to learn which of our DMAIPH analytics training solutions is best for you.


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