Data-Driven, Demystified.

Show Me The Data is a curated collection of articles that explore ideas from adjacent disciplines to help you make better business decisions.

Metrics & Measurement

Data-Driven Multi-Touch Attribution Demystified

Traditional multi-touch attribution models are simple to implement but make false assumptions. We can do much better with data-driven approaches with little additional effort.

Metrics & Measurement

Your Conversion Rates Are Lying To You

Your conversion rate metrics are lying to you in subtle ways. Can you avoid the hidden traps when using conversion rates to set targets?

Illustration of the overlap between caught and marked fish, and a second capture of fish where some previously marked fish apear
Metrics & Measurement

How To Measure What You Can’t See

How can you count things like to total number of fish in the sea, or drug users in a city, when you can only see a small subset of the population?

Decision Making

Absence of Evidence IS Evidence of Absence

You hear this phrase left and right, yet it couldn’t be farther from the truth. Let’s use Bayes’ theorem to break down why this statement is untrue.

Don't Let Data-Driven Be A Dream

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