From testing to learning cultures: perspective, decisions, and practical tradeoffs. Story led opening Last month a growth team I know ran a clean split test on the sign up flow. New copy, fewer fields, one shiny progress bar. The numbers came in flat. A small lift in click through, a…
Category: Analytics & Measurement
Measuring what matters. Web analytics, Adobe Analytics/Omniture, tag management, implementation patterns, and turning data into action.
Segmentation strategies that actually convert
Segmentation that converts is not about slicing everything. It is about picking a few cuts that move money now, then adding more only when the first ones pay for themselves. What actually works now Third party cookies are fading, Chrome is shuffling the deck, Mail Privacy Protection muddied email opens…
Personalization versus segmentation
Personalization gets all the buzz. Segmentation gets the job done. Today I want to put both on the same table and look at what is hype, what is useful, and where to place your next dollar. We are in a weird moment for marketing teams. Apple’s App Tracking Transparency has…
Designing good experiments
Designing good experiments is not about fancy math or dashboards with too many colors. It is about choosing a clear question, making a decision in advance, and being honest about trade offs. Everyone is spinning up AB tests right now. Product teams are chasing signups, growth crews want more clicks,…
Handling evars cleanly in aem
Two things make AEM and Adobe Analytics sing together. A clean data story and clear rules for eVars. If you feel your reports fight you, it is usually because eVars were set in too many places with too many opinions. I keep seeing the same pattern. Teams wire eVar numbers…
Turning Analytics into Action: The Weekly Review
Turning analytics into action sounds fancy on a slide. Then a Tuesday night ping arrives in Slack and your ads spend has jumped while conversions stayed flat. That was me last week. Our Halloween email landed, traffic spiked, and the PPC budget went on a joyride. We dove into Google…
Ab testing without drama
AB testing without drama sounds like a fantasy on some teams. Product wants to ship fast. Marketing wants that win on the dashboard. Data folks keep saying the words sample size and significance while everyone checks the experiment every hour like it is a soccer match. Let’s dial it down….
Adobe launch makes analytics setup lighter
Adobe made analytics setup feel lighter this month. Less copy pasting of scripts across templates. Fewer late night sprints chasing missing variables. If you have lived through s_code upgrades and plugin roulette, this change feels like a breath of fresh air. With Dynamic Tag Management maturing, the Marketing Cloud ID…
Bringing Omniture Data to the Team Room
Every team room I visit has screens with burndown charts, Git commits, and a wall with sticky notes that always fall off after lunch. The one thing that rarely makes it to that wall is the voice of the customer in numbers. I mean the actual click paths, search terms,…
Analytics for Product Teams: Questions before Dashboards
Dashboards are sugar. They taste good at standup and give you a rush in front of the team. Then the crash hits and the questions return. If you build products, the win is not a pretty chart. The win is knowing which question matters right now and making the screen…