Topology: The critical forgotten factor in digital analytics
The Problem with Statistical Analysis in Web Analytics
The practice of Digital Analytics is built on a few simple, largely unquestioned assumptions. The first of these assumptions is “intentionality”. When a visitor looks at a page about a topic or product, we assume they have an interest in the product or topic – that the behavior was intentional.
The second key assumption is “influence”. When a visitor views a page and then subsequently does something we consider a success, we...