Data

The 9 Best Business Automation Software Tools in 2025

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In addition to getting rid of repetitive tasks through automation, customer and employee needs are evolving, leading to an increase in the adoption of business automation software. Some companies are looking to use one automation platform to improve the efficiency of their business processes. Others are looking for business automation software that will help them … Read more

The 15 Best Website Analytics Tools in 2025

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Website analytics as an industry has come a long way. Once upon a time, it wasn’t so easy to collect data (nor analyze it) from your web pages. Now, we have an absolute gluttony of web analytics software available to us, ranging from the free and open source to the enterprise and highly advanced. I’ve … Read more

What’s the Ideal A/B Testing Strategy?

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A/B testing is, at this point, widespread and common practice. Whether you’re a product manager hoping to quantify the impact of new features (and avoid the risk of negatively impacting growth metrics) or a marketer hoping to optimize a landing page or newsletter subject line, experimentation is the tried-and-true gold standard. It’s not only incredibly … Read more

The 7 Pillars of Data-Driven Company Culture

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“Data-driven culture” is a phrase you hear thought leaders speak about at conferences and executives fondly bestow upon their organizations. But like “freedom,” “morality,” and “consciousness,” this elusive phrase seems to evade universal understanding. That’s to say: what the hell does a “data-driven company culture” even mean? What is a “Data-Driven Company Culture,” Anyway? A … Read more

The 21 Best CRO Tools in 2025

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What we call conversion rate optimization is actually an expansive suite of distinct functions that blend together to form this art-and-science craft of CRO. CRO includes components of digital analytics, experimentation (A/B testing), user psychology, project management, copywriting, design, and UX research. Nowadays, I look at it as “website product management.” We’ve all got our … Read more

Mo Data Mo Problems? When More Information Makes You More Wrong

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More data isn’t necessarily better, and in fact, sometimes more data leads to much worse decision making. We’re all trying to make better business decisions (I hope, at least). All decisions include some level of uncertainty. Properly collected and analyzed data can reduce that uncertainty, but never eliminate it. However, in practice, I’ve noticed many … Read more

How to Learn R (for Marketers and Business Folks)

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I’m a marketer, but I spend a lot of time in R. I use it to analyze A/B tests and explore data sets. I’ve also built fully functional web applications using R and Shiny to enable new processes for my team at HubSpot using the language. There are so many free resources for learning technical … Read more

What is A/B Testing? An Advanced Guide + 29 Guidelines

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A/B testing (aka split testing or online controlled experiments) is hard. It’s sometimes billed as a magic tool that spits out a decisive answer. It’s not. It’s a randomized controlled trial, albeit online and with website visitors or users, and it’s reliant upon proper statistical practices. At the same time, I don’t think we should … Read more