Author: Martin P.
Title: Content Marketer
EP 15: Daniel Kahneman had bad data
Speero: Blueprintizing experimentation.
Hi y’all.
Martin P. here.
How’s everyone liking the new email format?
We didn’t like how the email tool designed them, so we decided to design and code our own. Grassroots-style.
All of Speero’s Blueprints™ have the same grassroots beginning.
Most of the time, there wasn’t a model in place.
Or we wanted to improve existing models.
Sometimes, you gotta innovate, not copy stuff from business books.
And finally, we’ve reached a big milestone in our journey.
Speero’s Blueprint Page is online.
More on that below.
Here is This Week in Experimentation:
“Thinking Fast and Slow” was a must read for most marketers. Yet, is full of studies which are replicable only in 12-46% of cases. Link.
See how Speero runs a high-end UX review to find what distracts or frustrates users and how to improve AOV and checkout experience. Link to the review.
P-curve has serious limitations and provides misleading evidence about the strength of evidence against the null-hypothesis. Z-curve solves these limitation, providing a superior way to examine the credibility of significant results. Link
From understanding how the term users is now defined to capturing UA events in GA4, here are 5 essential tips about GA4 you shouldn't miss. Link.
Experimentation Elite: The only CRO/Experimentation event in UK. Link.
Talk of the Week: The Heuristic Show—Lily’s Kitchen
Emma Travis, Shiva Manjunath, and Lorenzo Carreri (Heuristic) review UK-based pet food brand Lily’s Kitchen.
Explore how pros conduct a top-level UX review of Lily’s Kitchen website, find UX issues, and show how to improve AOV and Checkout process.
Reads of the Week:
A meta-scientific perspective on “Thinking Fast and Slow” from Daniel Kahneman. Kahneman’s book was an instant hit in the economic world.
But how much of its content is actually based on proven scientific studies.
How reliable they are?
Between 12% and 46%, to be honest.
The distribution of z-scores shows that these significant results were selected from a larger set of tests that produced non-significant results. The z-curve estimate is that the significant results are only 12% of all tests that were conducted. This is a problem.
But wait Mr. Martin, what is the Z-Curve?
Z-Curve: An even better p-curve. P-Curve was a first attempt to take the problem of selection for significance seriously and to evaluate whether a set of studies provides credible evidence against the null-hypothesis after taking selection bias into account.
“Here I showed that p-curve has serious limitations and provides misleading evidence about the strength of evidence against the null-hypothesis. I showed that all of the information that is provided by a p-curve analysis is also provided by a z-curve analysis.
Moreover, z-curve provides additional information about the presence and the amount of selection bias. As z-curve is superior than p-curve, the rational choice is to use z-curve to examine the credibility of significant results.
Five GA4 tips you shouldn’t miss: About 70% of web analytics happens in Google analytics or some form of it(gtag) and it is all already undergoing a change.
We all know GA4 is here to stay and with Google constantly still updating the tools and bringing in new features, it is very important to sometimes read between the lines and clearly understand the data you see.
From understanding how the term users is now defined to capturing UA events in GA4, here are 5 essential tips about GA4 you shouldn't miss.
Event of the Week: Experimentation Elite
Visit the UK’s only conference and awards event dedicated to Experimentation and CRO.
The event that brings together CRO and experimentation marketers who need to advance their knowledge and their success.
12 practical sessions from 15 ‘top of their game’ speakers who will cover:
- The best processes and methodologies and how they approach projects.
- What has worked or failed.
- The hurdles they overcame.
- How to sell the benefits when onboarding clients.
- Why you cannot win in CRO without clever experimentation.
- Real insights on what’s going on within companies with their experimentation/CRO.
Happening on 8th December, 2022.
Etc. venues St Paul’s, 200 Aldersgate St, London EC1A 4HD
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