Blog Archives

Insights that matter

data-insights copyright patimes

Back in 2014, the excellent Ben Holliday wrote about metrics that matter and user research. Two key points stood out for me; firstly how as an analyst you have to change your thinking to work in an agile manner; secondly

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Posted in Insights, Measurement Model, Uncategorized, User Research

Data in the wrong hands is dangerous, just ask 007

Spectre still - James Bond - copyright Twentieth Century Fox

If any of you have just seen Spectre, you will be aware that data can be used for good and for bad.   I’ve lost count of the times I have talked/ preached/ ranted about using data, more so bringing

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Posted in General Advice, Goals, Insights, Optimisation, User Research

Using Personas in Google Analytics to drive “real” insights

Google Analytics goal reports split by persona

No doubt a lot of you use or have heard about personas. Creating personas comes from analysing and understanding user behaviour from a range of sources including quant data. At NICE we have begun the journey of creating personas and naturally I started

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Posted in General Advice, Insights, Understanding Google Analytics, User Research
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