Not All Data is Created Equal - 3 Factors to Evaluate Different Data Types

Not all data is equal, but in decision making, you often hear all data being given equal weight. I am going to show you the 3 factors you should use when you evaluate how good a type of data is. We will also talk about how bias can be part of any data set and how it creeps into different types of data.

3 Factors
• Correlation vs. Causation
• Our own ideas vs. What the actual visitors think
• Bias - Type of data can have bias built into it

Types of Data Sets
• UX & Heuristics - Design best practices, your own evaluation of the visitor experience
• User Research / Usability Studies - Random people or could be end users, but just a few of them, also easily biased
• Analytics & Heatmaps - actual end-user behavior, Correlative data, no bias in the data just in how it is interpreted
• Customer Feedback / Surveys - Actual voice of the end-user, lots of bias because of vocal minorities
• A/B Testing Data - Actual end-users tested, Causal data, no bias in the test

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a/b testing,conversion rate optimization,split testing,a/b/n testing,ab testing,a-b testing,conversion optimization,user research,usability testing,heuristics,analytics,customer feedback,surveys,