Download - Jakub Karlec - Intuition over analytics
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Intuition over analytics
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Conversion optimization…
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…has limits and drawbacks
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I failed because I focused on the wrong thing
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Facebook Login Reduces Ecommerce Sales(Case Study)
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Without Facebook Connect:Conversions ↑ 3%Revenues ↑ $10,000
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“The a/b test just shows, that THIS version of form is bad, not that Facebook login reduces sales.”
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Misinterpretation of analytical data is a common mistake
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Not the tools,but the people matter
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Biases and assumptions
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“A person can make himself happy, or miserable, regardless of what is actually happening outside.”— Mihaly Csikszentmihalyi
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Never trust anyone with a mortgage
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Good data in wrong hands can do a f*** harm.
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Intuition–driven designvsAnalytics–driven design
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You can't measure everything
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Segmentation
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Can you measure the impact of shutting display advertising down?
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Long term effects
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Overhauling Facebook’s user interface
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You can’t make strategic business decisions based on short term AB tests
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Benefits of intuition–driven design
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You will never change history, if you rely solely on analytics data.
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“True leaders have the ability to make the right decision even with limited information.”— Warren Bennis
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It's way cheaper and faster
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Waiting for relevant and statistically significant data can do more harm than living without analytics at all.
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The story of Marissa Mayer
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When designers wanted to change the blue colour on Google's homepage, they had to do multivariate testing of 41 shades of blue to see which one performs best.
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"[…] data eventually becomes a crutch for every decision, paralyzing the company and preventing it from making any daring design decisions."– Doug Bowman
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“We let the math and the data govern how things look and feel.”— Marissa Mayer
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Year after Mayer took over Yahoo, the company’s stock price was up 100 percent.
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“True leaders have the ability to make the right decision even with limited information.”— Warren Bennis
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