“The right question can be yourdriver”

“Signs (Data) may look or be misleading”

1. “Drill down whenanalyzing”

2. “Choose theappropriateKPIs based on theScope/Objective”

Takeaways:

If, for example, 30%of all Calls are Phone Orders,

Transactions=x Calls=yTotal Converions = x +0.3y

& the same logic can be applied to Total Value

Conversions > E-commerce > Product Performance

“It’s not that I’m sosmart,

it’s just that I stay with the problems longer”

-Albert Einstein