Aymeric Gaurat-Apelli

JUNE 9, 2010

Raw CPC is not a good enough metric. When you run an ad campaign, you don’t want to minimize the cost per click, you want to minimize the cost per acquisition. Everybody is bidding on them and the competition is higher than on other less obvious countries like South Africa, Norway, Finland, etc… Use the Pages criteria.

Norway 46

Norway South Africa Finland Ruby 46

Aymeric Gaurat-Apelli

JUNE 9, 2010

Raw CPC is not a good enough metric. When you run an ad campaign, you don’t want to minimize the cost per click, you want to minimize the cost per acquisition. Everybody is bidding on them and the competition is higher than on other less obvious countries like South Africa, Norway, Finland, etc… Use the Pages criteria.

Norway 28

Norway South Africa Finland Ruby 28

Occam's Razor

SEPTEMBER 7, 2010

As if massive data we have is not enough of a problem, we also rely on Averages, Percentages, Ratios and Compound/Calculated Metrics in a profoundly sub optimal way, as a drunken man uses lamp-posts – for support rather than for illumination. You saw this problem when I sorted descending or ascending for the metric bounce rate above.

Analytics 109

Analytics Web Peru Argentina 109