Archive | Analytics


If you’ve ever used a social listening or social monitoring tool to analyse sentiment, then you’re familiar with the inaccuracies that afflict all of these tools – from incorrect tagging to skewed sentiment percentages. Why does that happen? The first problem is that some sentences aren’t easy to analyse. In fact, sentences aren’t positive or […]

Algorithmic Personalization

Personalization algorithms influence what you’ve chosen yesterday, what you choose today and what you’ll be choosing tomorrow. Simultaneously, there seems to be something wrong with personalization. We are continuously bumping into obtrusive, uninteresting ads. Our digital personal assistant isn’t all that personal. We’ve lost friends to the algorithmic abyss of the News feed. The content we encounter […]

The Maths Behind Statistically Significant Sample Sizes

Although a commonly used phrase, there is no such thing as a “statistically significant sample” – it’s the result that can be statistically significant, not the sample. Word-mincing aside, for any study that requires sampling – e.g. surveys and A/B tests – making sure we have enough data to ensure confidence in results is absolutely […]

Statistical Significance: 6 things to know!

Statistical significance is all about whether the difference between two numbers is meaningful or just a fluke. In this post I’ll outline 6 things you need to know to make statistical significance for conversion rate A/B tests and broader analytics data. 1) Exactly what it means “The variation achieved a 20% increase in conversions with […]

Keyword (not provided)

On October 18, 2011, Google announced they will no longer pass keyword query data through its referrer string for logged in users. This means that instead of showing organic keyword data in Google Analytics, visits from users logged into Google will show as “not provided.” At the time, Google said they expected this to effect […]