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The Lean Analytics Cycle: Metrics > Hypothesis > Experiment > Act

Occam's Razor

First, you figure out what you want to improve; then you create an experiment; then you run the experiment; then you measure the results and decide what to do. For each of them, write down the KPI you're measuring, and what that KPI should be for you to consider your efforts a success. Measure and decide what to do.

Metrics 156
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Estimating causal effects using geo experiments

The Unofficial Google Data Science Blog

It is important that we can measure the effect of these offline conversions as well. Panel studies make it possible to measure user behavior along with the exposure to ads and other online elements. Let's take a look at larger groups of individuals whose aggregate behavior we can measure. days or weeks).