In most businesses insight, analytics and optimisation are separate from technology development or IT. Most commonly, these functions are housed within a marketing team which sits, both physically and organizationally, apart from the development team. Getting anything done by IT is traditionally very hard to do. What I am aiming to show is how the Agile endeavour can itself become truly data-driven, analytical and experimental.
I was driven to write this post after chatting to the online marketing manager of a large international company, who told me that 'dwell-time' was now one of their most important KPIs; and that they had issued instructions to all local marketing teams that the primary focus for the coming year was to 'increase dwell-time', … Continue reading Measuring Engagement & The Dangers of Dwell-Time
I am often asked what an 'average' conversion rate is, especially for e-commerce websites, which people find useful when they want to compare their own sites against others, or as a way to set themselves targets for increasing their own conversion rates. The truth of the matter is that this approach is extremely problematic on … Continue reading The Problem with Average Conversion Rate Benchmarks
This describes a technique which I use in order to understand the drivers behind conversion on a website in a deeper way than web analytics tools offer out of the box. Adobe Analytics recently launched their Segment Comparison tool in Workspace, which ostensibly does this, however for me it just doesn't give me enough information … Continue reading How to create a Conversion Profile for your website
Drowning in Data The concept of 'drowning in data' cannot be understated when it comes to digital analytics. Apart from the sheer quantity of information available, the situation is worsened because the tools we use are so terribly fast and effective; it has never been easier to slice, dice and peel your way through such … Continue reading How to Build a Digital Measurement & Optimisation Framework
Virtually everyone will have heard the adage 'correlation does not imply causation' - but whilst it may be one of the most anecdotally used phrases in analytics, it may also be one of the most vacuous, because the very same people who say it also fall foul of it time and time again. This is a guide on … Continue reading How Not to Get Correlation and Causation Wrong in Digital Analytics and CRO
AB Testing is the most effective way of proving that changes to digital content work or don't work, however it is a statistical, scientific method and therefore only as good as the statistical interpretation of the results. In very simple terms, it is the answer the question 'what is the probability that the difference between … Continue reading A/B Test Results Validation – 3 Simple Rules for Non-statisticians