For those data professionals, of which there are MANY, whose primary outputs are things like data collection, reporting, PowerPoint presentations, writing code, and deploying data tools, if these activities are seen as the core of their work rather than as means to deliver real, tangible value, they are on a dangerous path.

We would like to argue that data-driven test ideas are some of the most impactful test ideas to drive results and help your senior leaders achieve their goals. Testing an idea that has the potential to address checkout funnel fallout and decrease that rate is impactful. That being said, how much time does your data team spend developing and providing these insights?

33 Sticks Co-Founder and Principal Analyst, Hila Dahan, presented an extremely popular session at Adobe Summit 2019 in Las Vegas on leveraging Adobe Analytics Advanced Calculated Metrics. Hila's session focused on using advanced Calculated Metrics to drive deeper insight into consumer behavior.