Excellent Analytics Tip#2: Segment Absolutely Everything

Second in a series that aims to share some guidance on how to move from the world of Web Analytics to the world of Web Insights.

By now it is fairly well established that absolute numbers (KPI’s) that represent one data point are fairly useless. Example: what was the conversion number in May. Just by itself it is not useful.

A while back we all moved to measuring trends which gave a bit more context to our metrics. Example: what is the trend for my conversion rate from January to May (or even better from May last year to May this year). Gives nice context on if we are…

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Experimentation and Testing: A Primer

This post is a primer on the delightful world of testing and experimentation (A/B, Multivariate, and a new term from me: Experience Testing). There is a lot on the web about A/B or Multivariate testing but my hope in this post is to give you some rationale around importance and then a point of view on each methodology along with some tips. I covered Experimentation and Testing during my recent speech at the Emetrics Summit and here is the text from that slide: Experiment or Go Home: Customers yell our problems (when they call or see us), they bitch, they rarely provide solutions Our bosses always think they represent site…

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