: Analytics

Testing Differences in Revenue? You’re Probably Not Using the Correct Statistics

A/B testing is most often used to evaluate a difference in proportions, such as through rate, order rate, etc. Another metric of interest is often the difference in revenue generated per visitor between a control...

Improving the Reliability of Significance Testing Using Target Shuffling

When we run an A/B test, we are evaluating the performance of a page and its variations against one another. In statistical terms, we classify such an experiment as a hypothesis test—at the end of...

Does it Matter How We Measure the Significance of Test Results?

Imagine two colleagues at a coffee shop during a mid-morning break. Both order large coffees and move to the condiment counter to add milk and sugar. “I like it when they do this before pouring...

Communicate Results More Effectively by Understanding the DIKW Pyramid

Ecommerce in the United States has grown to a $414 billion market, according to recent research conducted by Forrester. Clearly, this represents a huge opportunity for retail businesses but it signals a growing challenge as...

Understanding Data Discrepancies Across Testing and Analytics Tools

When you open your analytics package of choice and pull a report, topline metrics include, no doubt, the number of visits and unique visitors. And these basic concepts seem obvious—when a person lands on your...

How Effectively Do You Use Data?

Traditionally, chief marketing officers have had a wide scope of responsibilities ranging from sales to brand management, advertising to customer service, product development to communications. While every organization emphasizes some of these areas more than...