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

“Negative” metrics — You might prefer the term “Deoptimization Metrics”. Either way they can be just as important  to your continuous optimization efforts as your positive ones. The purpose of a negative metric  is to isolate for you the deleterious effect you may be having on your positive metric. A negative metric is not necessarily
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Many organizations get fixated on metrics data, without thinking of where it comes from. But what if your metrics indicate a problem which originates somewhere else?

Now that the 2012 U.S. Presidential elections are over, there’s a bit of a buzz around why some folks thought the election would be close and others who, using some solid statistical techniques, predicted a definitive (and it turns out, accurate) outcome. I want to try to explain the latter, especially for marketers. Why? Because
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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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Over the course of this series of columns, we’re going to develop a spreadsheet that you can use to model your own company’s efforts towards testing, each month adding more and more features to the underlying model.

The bigger the company, it seems, the more disconnect there can be between the talented testing and optimization team and senior management. And that, as you might guess, ends up undermining large portions of the revenue and efficiency improvements that come from continuous testing.

Why Test? The purpose of testing is not to find out what works, but rather to find out what does not work. I often encounter clients who have what they consider a large percentage of “failed” tests. Yet these tests reveal a rather large amount of information and insight towards future testing. In fact, when a test
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I’m happy to announce that I’ve been selected by the folks at Search Engine Land as one of their regular columnists for their new sister
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A newer client of ours asked a great question recently: “What if we create a completely new site from scratch using the persuasion framework you
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