complicated spreadsheet

Analytics tips from a pro — how your data can deceive you if you don’t have the larger context

Summary: The article discusses the importance of questioning assumptions about data to ensure accurate interpretation. A conversation with data expert Michelle Drewek highlights key observations. Firstly, the shift from “average time on page” to “average session duration” led to better content decisions. Secondly, eliminating anomalies from page views and considering context aids accurate analysis. Lastly,…

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