Robust Experimentation and Testing | Reasons for Failure!

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Since you're reading a blog on advanced analytics, I'm going to assume that you have been exposed to the magical and amazing awesomeness of experimentation and testing.

It truly is the bee's knees.

You are likely aware that there are entire sub-cultures (and their attendant Substacks) dedicated to the most granular ideas around experimentation (usually of the landing page optimization variety).  There are fat books to teach you how to experiment (or die!). People have become Gurus hawking it.

The magnificent cherry on this delicious cake: It is super easy to get started. There are really easy to use free tools, or tools that are extremely affordable and also good.

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The Most Important Business KPIs. (Spoiler: Not Conversion Rate!)

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I was reading a paper by a respected industry body that started by flagging head fake KPIs. I love that moniker, head fake. Likes. Sentiment/Comments. Shares. Yada, yada, yada. This is great. We can all use head fake metrics to calling out useless activity metrics. [I would add other head fake KPIs to the list: Impressions. Reach. CPM. Cost Per View. Others of the same ilk. None of them are KPIs, most barely qualify to be a metric because of the profoundly questionable measurement behind them.] The respected industry body quickly pivoted to lamenting their findings that demonstrate eight of the top 12 KPIs being used to measure media effectiveness…

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