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.
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