Time series decomposition for incrementality and forecasting with A/B testing

Last week I had the delightful honor of being the last ever speaker at eMetrics London. Don’t worry – it’ll be back, rebranded as Marketing Analytics World: https://twitter.com/jimsterne/status/918798356343861248

I talked about how we’ve used time series decomposition (via R) to demonstrate how to quantify the longer term effects of A/B tests (or any test) with reasonable levels of confidence.

Here’s the deck along with the game show intro 🙂

Incrementality – Data Sci techniques

Control the Optimize anti-flicker script

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Google Analytics

ConversionWorks merges with MightyHive

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by Doug

14/06/2019

BigQuery, Google Analytics

Custom data pipeline to BigQuery in realtime

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by Doug

12/06/2019

BigQuery, Google Analytics

Auto PII detection at scale

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by Doug

21/05/2019

Google Analytics

Unique Pageviews, page depth, pageviews per session – do you know the difference?

Starting with a great question I just had a great Google Analytics question from one of our superstar clients and I want to share the answer with you. What’s the difference between Page Depth and Unique Pageviews? At face value they appear to be very similar but segmenting on each shows different results. What gives?…