Many organizations get fixated on metrics data, without thinking of where it comes from. But what if your metrics indicate a problem which originates somewhere else?
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Polls and Testing: When Is Close No Cigar?
Now that the 2012 U.S. Presidential elections are over, there’s a bit of a buzz around why some folks thought the election would be close and others who, using some solid statistical techniques, predicted a definitive (and it turns out,
Read moreI, Deceiver
This is a follow up to my previous article “Oh, What A Tangled Web We Weave” which discusses 8 common ways we practice self-deception on ourselves, particularly in the context of metrics, analytics, and continuous improvement testing. Continuing with our
Read moreOh, What A Tangled Web We Weave …
“Oh, What A Tangled Web We Weave, When First We Practice To {Self} Deceive” With apologies to Sir Walter Scott and my mangling of his most popular turn of phrase, I’d like to take some time now to discuss how
Read moreThe Value of Nothing
When is nothing worth something? Turns out, just about all the time. Whenever you look at your metrics consider that a metric is, in virtually every case, designed to measure a specific outcome. It may be a positive outcome, one
Read moreWould You Tip You?
In many ways, being effective online means paying attention to the things that matter. That recipe includes conversion, and analytics, and metrics — important ingredients, all — but it also means using your brain to pay attention, as a human,
Read moreMeasuring The Impact of Conversion Lift
How do you measure the impact of conversion improvement on your site? Most marketers know the basics of how to calculate this, but might get confused when it came to details — or do they? Astute readers will recall I
Read moreIf You’re Not a BRAT, You Might Be The Wurst
As I’ve mentioned in earlier articles, the biggest threat to effective improvement on a regular continuous basis is looking at too much data. The more metrics you’re looking at, the less likely you are to follow through on any of the
Read moreYour One-Metric Island
[This article is Cross-posted to my monthly column at MarketingLand, which is a great place to read all sorts of interesting content.] Everyone knows the question: “What one [book|person|food|movie|etc] would you take with you on a deserted island?” That is to
Read moreMaking Millions From Losing Tests (Part 1)
Over the course of this series of columns, we’re going to develop a spreadsheet that you can use to model your own company’s efforts towards testing, each month adding more and more features to the underlying model.
The bigger the company, it seems, the more disconnect there can be between the talented testing and optimization team and senior management. And that, as you might guess, ends up undermining large portions of the revenue and efficiency improvements that come from continuous testing.
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