Roman's Data Science: How to monetize your data
A figure that measures quantity, but not quality. We’re looking at you, “Conversion Rate”. Take a bow. An averaged, aggregated, retrospective, binary figure for customers that is supposed to be heralded as that which defines performance. Trying to understand and mould performance based on a single figure at the end of the yellow brick road isn’t go
... See moreDavid Mannheim • The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal
more sensitive variants can be great alternatives, such as revenue indicator-per-user (was there revenue for user: yes/no),
Ya Xu • Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing
Hypothesis testing is a statistical analysis that uses sample data to assess two mutually exclusive theories about the properties of a population. Statisticians call these theories the null hypothesis and the alternative hypothesis.
Jim Frost • Hypothesis Testing: An Intuitive Guide for Making Data Driven Decisions
carryover effects, in which people’s experience in an experiment alters their future behavior. To avoid this phenomenon, companies should “shuffle” users between experiments.