The Exponential Moving Average (“EMA”) is a very useful tool in your metrics arsenal because in the EMA the memory of past metrics values is never forgotten

This is a continuation of  my exploration of negative metrics thread which covers how to think about your negative metrics and how to set them up
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“I Before E, Except After C” — do you remember that from 4th grade spelling? Well, it works just as well when you’re concentrating on
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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
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“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
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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
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In many ways, being effective online means paying attention to the things that matter. That recipe includes conversion, and analytics, and metrics — important ingredients,
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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
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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
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[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:
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