Happy to see you for the 9th time!

If there’s one thing I hope people will think of this newsletter, it’s that it is definitely where one can find original, provocative thinking in Marketing Analytics, Performance Measurement, and Analytics Strategy. To be honest, I am still trying to figure out what exactly the editorial line of the WAO/FACTOR should be, but I am thrilled by the variety of articles we have had so far. I hope you are too.

This month is no exception with our guest writer, David McBride, who brings up a question we hardly ever discuss: namely, what it means to have a career in analytics, and what it means to our self-growth, our happiness. You may probably think it is rather off topic, compared to the rest of what you find here. But I strongly invite you to read David’s piece with the curiosity you exercise everyday in your job: analytics is not only a question of optimized conversion rates!

Speaking of rates, my own piece explores the pitfalls we too often find ourselves in when we present numbers, especially percentages, without the necessary context, and how risky dashboards can be.

Thank you so much for reading.