Data are not as clear and easily-analyzed as off-the-shelf tools would have you believe. As a result, people spend years making incorrect decisions, or thinking they’re making progress when they’re actually at a stand-still.

We'll take a look at real-world examples of mistakes companies (big and small) have made analyzing data, especially in marketing, funnel, and testing. For each, we'll discuss the correct way to have thought about the data, and what specific techniques you can use so you don’t repeat their mistakes.