When you look at your customers at a more granular level, you can learn a lot more about whether something you try is actually working.
Blindly using traditional KPIs may offer up interesting tidbits of info, but they don’t always help you play the game any better. You’re looking in the rearview mirror at what you’ve done, but does it help you do stuff differently in the future? Instead, we should be thinking more in terms of goals—and using KPIs that help us achieve those goals.
Want to find the holy grail of marketing? One of the best ways to put the right product in front of the right person at the right time is to stop talking and start listening.
A new way to look at “Moneyball” and website optimization.
Make sure observational bias isn’t steering your website optimization program in the wrong direction.
Instead of testing small tweaks to drive one conversion, focus on the big picture to drive long-term results.