There are times where analyzing data is easy. Remove a flashing banner and see your site's average visit time double? That was an obvious win. Unfortunately a scenario like this is the exception, not the rule.
The problem: data is complex and noisy. If you've ever looked at analytics data, you've probably noticed that it is often all over the place. That's because most data points are the end result of many factors. Determining real trends and differences relies on being able to filter out all the sources of noise.
Our data analysis credentials: Our lead developer has almost a decade of experience in manufacturing and test engineering. He led efforts to make advanced statistics a required part of the engineering curiculum at his university and used his knowledge of signals and noise to drive improvements resulting in millions in cost savings.
When you are making business decisions that are going to affect your bottom line, you need to know what the data is really saying.