In the previous blog, we initially discussed how Yellowfin Signals discovered a surprising website traffic spike hidden in our Google Analytics data. So how did we set up Signals? And did we learn anything along the way? Read on below for our learnings and suggested best practice (this is going to be a deep dive, so grab a coffee and enjoy!)

Unless you’ve been living in a cave these last few months (a cave that somehow carries sufficient WiFi coverage to reach our blog), you’ll doubtless have heard about machine learning. If you’re a developer, chances are you’re intrigued. The machine learning algorithm, which solves problems without requiring detailed instructions, is one of the most exciting technologies on the planet.

Lots of organizations use Google Analytics and Google Insights to monitor the effectiveness of their digital marketing. While it looks appealing, some of the information it delivers is almost meaningless. It’s so complicated that it doesn’t help you understand what’s happening in your business.

The introduction of AI, automation and data storytelling to the world of analytics has not only had an immediate impact on the end users of analytics but also the people that work in the field. While many analysts may fear they will be replaced by automation and AI, CEO of Yellowfin, Glen Rabie, believes that the role of the data analyst will increase in significance to the business and breadth of skills required.

So much of our decision making is made based on firmly held beliefs and stories we have absorbed in our lifetimes. Generally referred to as type one thinking – this is fast, emotional and generally unconscious. It is a type of thinking that is very useful for making day to day decisions like what to wear, what to have for lunch or how to get to work. However, this type of thinking is inherently flawed and full of bias.

Many websites and even applications online are built on top of a CMS. According to recent survey data, WordPress has a 60% market share, making it the most popular CMS by far. The next closest competitor, Joomla, has only 5.2%! But unlike bespoke software, many people don’t test their WordPress website. While the core of WordPress is fairly well tested by it’s creators, users, and the open source community, the same cannot be said for every plugin and theme.