Gomes

A digital marketing analytics exercise with explained step-by-step code in both SQL and Python environmentsPhoto by Zdeněk Macháček on UnsplashAlong this brief journey, we will explore a short and simple dataset with a collection of basic website marketing metrics such as ‘users’, ‘sessions’ and ‘bounces’, over a five months period.The purpose of this setup, rather than focusing on understanding the website performance, is to gain some basic but somehow useful knowledge to answer a number of must-have operational…

A Step-by-Step guide on how to conduct a structured root cause analysisIn my previous article, I discussed how to define activation metrics for your business — those metrics that you can move in the short term and have an impact on the long term.Building those is the very first step of a great journey toward product growth, and once you have identified those — this is when the fun begins. Your next endeavor is now to understand what are the best ways and the most effective levers to move those.And this is where the root…

A short guide on building activation metrics for a productIn a previous article, I talked about the Input > Output > Outcome framework, and how “output” was the central piece, but not necessarily easy to define — just because you want it to be moved by your inputs, but at the same time, you need to have a causal link with your outcome.User activation metrics fall under this category of metrics. “Activation” is the third stage of the Pirate metrics framework designed by Dave McClure (the famous AAARRR framework —…

Popular singer and actress Selena Gomez, who has over 350 millions followers on Instagram had stayed off social media for over five years. And if she wants to post anything she simply logs in on her friend’s phone. In a new interview with Vanity Fair, the ‘Only Murders In The Building’ actress finally opened up about her decision to step away from social media. “I never got the chance to go to an actual high school,” the singer told Vanity Fair. “The world was my high school for the longest time, and I started getting…

The art of translating a strategy into operational metricsTL;DR:Data/Business analysts can sometimes be given the “amazing opportunity” to help create some metrics. Or they can see the need for the creation of new metrics and proactively take on those tasks. But while building metrics is easy, designing good metrics is hard.More than tracking, metrics are ways for organizations to align stakeholders around one vision of the world and one common goal, and this comes with a set of challenges.One framework can help…

From someone who made most of the mistakes on the listMost of my data projects usually start the same way: a bunch of SQL queries. And after a few years of experience now, I learned — sometimes the hard way — that it is essential not to mess up this step as even a small mistake can quickly invalidate the results you get down the line.Photo by Varvara Grabova on UnsplashAnd there are a lot of ways to make those small mistakes. I am not talking about forgetting a “group by” or dividing something by zero — those ones are…

A lot can be learned from a non-statistically significant result — and a lot of caution needs to be taken when you report the resultPhoto by Ameer Basheer on UnsplashWhen you get a non-statistically significant result, there can be 2 main explanations: (1) the impact (if any) is too small to be captured (2) your study was underpoweredDeep diving into the result and getting a sense of why it is not statistically significant can unlock some learnings that will help improve your experiment designWhen reporting - it is…

5 key questions to answer before starting to answer THE questionWhen you start learning about ‘how to do a data analysis,” it is usually in a very polished way. You have a precise question that leaves no room for interpretation (“is the mean of group A different than the mean of group B”), and a very nice, tidy, and well-documented dataset that you can use.Data analysis feels simple and uncomplicated. It is similar to solving a mathematical problem. Just find X.Photo by Clemens van Lay on UnsplashBut in real life, data…