John Quarto-vonTivadar

John Quarto-vonTivadar is one of the inventors of Persuasion Architecture and regularly combats innumeracy among marketers in his popular "Math for Marketers" series. John's 2008 best-seller, "Always Be Testing", written with business partner Bryan Eisenberg, has been the standard reference for conversion optimization through testing since its release and has been used for the basis of both academic coursework as well as corporate training.

Thinking Inside The Boxplot

In a previous post describing a simple approach to de-seasonalizing your data, I covered how marketers can examine, at a rough level, the impact of...

‘Tis The Seasonality Of Your Metrics

A few posts back, I examined a simple technique for using an exponential moving average (EMA) on your time-series metrics. This has the advantage of...

Keep An Infinite Memory For Your Metrics

Often, you want to look at your metrics over a longer time period than usual in order to identify long-term trends. This is especially true if your...

The Value Of Nothing

When is nothing worth something? Turns out, just about all the time. Whenever you look at your metrics, consider that a metric is, in virtually...

The Price Of Perfection

A few years back, I wrote a column about a common worry people express when they use analytics to inform their optimization testing plans. Somehow...

Would You Tip You?

In many ways, being effective online means paying attention to the things that matter. That recipe includes conversion, and analytics, and metrics...

Measuring The Impact Of Conversion Lift

How do you measure the impact of conversion improvement on your site? Most marketers know the basics of how to calculate this, but might get confused...

Your Desert Island Metric

Everyone knows the question: “What one [book|person|food|movie|etc] would you take with you to a deserted island?” That is to say, what...

How To Make Millions From Losing Tests

I’m often amazed at how naive companies can be about their online testing efforts. The bigger the company, it seems, the more disconnect there can...

Metric-ocracy: Less Data, More Insight

The start of a new year is a popular time for resolutions. Many people resolve to eat better (read: ‘eat less’). Or exercise more. You know the...