Sixteen mistakes I made in digital analysis

Are you interested in getting into the nitty-gritty of digital analytics, but are you scared it might be complex, difficult and easy to make mistakes? This is a fast-forward past the stumbling blocks that I encountered.

Why you cannot validate hypotheses with usability tests

If you plan to conduct usability tests in order to validate your hypotheses, the best case scenario is that these tests go to waste. The worst case scenario is that you opt out of using great ideas.