Excellent Analytics Tip #9: Leverage Statistical Control Limits

Absolute numbers are no very helpful (we had 459,245 unique visitors last month). Trends we have come to realize are better (Dec: 459,249 Nov: 591,067 Oct: 489,419). But there are customer interactions on the websites that results in outcomes for your company that yield trends that are rather difficult to decipher and translate into action.

One factor that is not appreciated enough is that every metric / KPI (Key Performance Indicator) that you report out of your web analytics tool (or indeed from your ERP or CRM or Data Warehouse) tends to have a natural “biorhythm”, i.e. those metrics / KPI will fluctuate up or down and change due to…

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Web Analytics: A Puzzle or A Mystery?

I am lucky that I get lots of interesting emails from readers of the blog. I got a one such absolutely wonderful email today from Andrew Burnette.

I am reproducing it here with Andrew’s permission with no additional commentary. I am confident you will find it as insightful and impactful as I did.

A new Malcolm Gladwell had an article in the New Yorker called Open Secrets talks about the difference between a puzzle and a mystery.

According to the article and national-security expert Gregory Treverton, the distinction is:

"Osama bin Laden's whereabouts are a puzzle. We can't find him because we don't have enough information. The key to the puzzle will…

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