The Price Tag of Analytics Precision

Precision in digital analytics is unobtainable. This isn’t an edgy statement, it’s a fact. You will never achieve precision in your Adobe Analytics account. Your A/B test data will always contain noise. If your company is larger than a mom-and-pop shop then your automated QA tools will never be totally comprehensive. As an analyst, you must figure out […]

Building a Testing Culture with the 3 Second Scan

Yet another article trying to diagnose and solve a problem that every organization could likely solve differently. I’m solving this problem for companies that are in very immature stages of testing/optimization. That means you may have run one or two tests but want to run tests continuously and simultaneously. Go to any other site to find best […]

What I learned working analytics at a “fixer-upper”

I think any analytics professional who has worked in consulting has run into these clients. There’s one person in the company who wants to be incredibly data-driven. How do we do this? Let’s bring in the experts who can lead us to data-driven nirvana. I LOVED these clients. You can spit in any direction and hit […]

The Importance of Celebrating Test Outcomes

You know what’s worth celebrating? Running an A/B test between 3 versions of copy and the variant yields a 36% increase in email opt-ins with a 97% significance level. Rolled out across every web property, a friend’s optimization team learned this could potentially (and conservatively) yield $750,000 based on the average value of the email subscriber. This was an actual […]

The “Track Everything” Mindset

If you subscribe to this blog, you have probably heard this 100 times before. It’s a classic case of some stakeholder or HiPPO wanting to measure clicks on every single element on every single page so they can ask every single question that will waste every single minute of every single day until you burn […]