What I’ve been reading this week, 22 December 2019

This is an overview of articles that I read this week and shared via my weekly newsletter. It covers the best of analytics and experimentation related content.

1. One Nation, tracked
Massive investigation into the smartphone tracking industry by The New York Times. Read the article.

2. Biased Algorithms Are Easier to Fix Than Biased People
Racial discrimination by algorithms or by people is harmful — but that’s where the similarities end. Also from NYT. Read the article.

3. Refuted Causal Claims from Observational Studies
Ronny Kohavi shared a new chapter from his upcoming book (available for pre-order). “We review famous examples where causality was claimed as likely in observational studies, but later refuted in studies higher in the hierarchy of evidence, such as randomized controlled experiments.” Read the article.

4. How Imperfect Foods built a culture of experimentation
Read the article.

5. Extending monitoring from application performance to features
Lizzie Eardley from Split explains the advantages of feature monitoring. Read the article.

6. The 3 A’s of becoming a data-driven organization
Accurate, Accessible and Actionable. Read the article.

7. Build a Career in Data Science (book)
Emily Robinson and Jacqueline Nolis have released their new book.
Read more.


What I’ve been reading this week, 8 December 2019

This is an overview of articles that I read this week and shared via my weekly newsletter. It covers the best of analytics and experimentation related content.

1. Recap Conversion Hotel conference 2019
Two weeks ago I visited the ‘Conference Formerly Known as Conversion Hotel’, now known as #CH2019. This was already my fourth visit to what I believe is the best conference in The Netherlands for people into data, analytics and experimentation. Read/watch links to all video summaries, slides, notes, questions and pictures (and get on the notification list for next year).

Earlier this year Simo Ahava already wrote a good blogpost on Intelligent Tracking Prevention (ITP). He recently released “a knowledge sharing resource for the various tracking protection mechanisms implemented by the major browsers and browser engines”. Mandatory reading material for everyone collecting and/or analysing online data. Go to

3. Creating the Experimentation Organization
A short interview with Stefan Thomke about experimentation and his forthcoming book, ‘Experimentation Works‘. “Companies better get on this [experimentation] if they don’t want to be at a major competitive disadvantage.” Read the article

4. The North Star Playbook
John Cutler from Amplitude put together this nice overview of how to define a North Star Metric. Including this checklist with the characteristics of a strong North Star:

  • It expresses value. We can see why it matters to customers.
  • It represents vision and strategy. Our company’s product and business strategy are reflected in it.
  • It’s a leading indicator of success. It predicts future results, rather than reflecting past results.
  • It’s actionable. We can take action to influence it.
  • It’s understandable. It’s framed in plain language that non-technical partners can understand.
  • It’s measurable. We can instrument our products to track it.
  • It’s not a vanity metric. When it changes, we can be confident that the change is meaningful and valuable, rather than being something that doesn’t actually predict long-term success—even if it makes the team feel good about itself.

Read the article

5. The 11 best A/B Testing tools in 2020
… according to Alex Birkett. Read the article

6. Using R to synthesise long-term findings with Meta-analysis at the BBC
Frank Hopkins from BBC’s Experimentation & Optimisation Team writes why meta-analysis of A/B tests are important. And how they do it. Read the article

7. The 2019 State of Conversion Optimization Report
CXL’s fourth edition of the State of Conversion Optimization report. Biggest challenges: better processes and buy-in from decision-makers. Download the full report

analytics insights

Best Analytics Newsletters

The field of analytics is changing rapidly. And for many analytics professionals, it is hard to keep up with all new developments. One of the best and easiest things you can do is subscribe to a couple of the best analytics newsletters. From that moment on you will have a constant flow of inspiration, tips, and tricks. Coming straight to your inbox. 

Here are my favourite newsletters on analytics that I recommend everyone to subscribe to. 


Teletekst: still my favorite newsapp

Teletekst remains very popular in The Netherlands. In other countries (like Great Britain and Belgium) the local Ceefax initiatives have been shutdown. The succes of the Dutch Teletext app can be explained by the fact that the NOS (Dutch Broadcasting Company) released this app in the early days of smartphones.

And here are my three reasons why Teletekst still is my favorite app to follow the news:

  1. Limited: you only have to visit this one page to know what is happening in the world
  2. Speed: one Teletekst page is less than 1 kilobyte
  3. No ads: no annoying advertisements

As long Teletekst exists, I will be using it.


30+ UX Myths that debunk common web design misconceptions

If you read this blog, you probably believe in building websites based on evidence, not false beliefs. If so, then you should read UX Myths – the brainchild of UX designers Zoltán Gócza and Zoltán Kollin.

This is what they say about UX Myths:

Our goal is to provide evidence in user experience design that can help stakeholders move away from design decisions that are based merely on beliefs and personal opinions. But you should still do your own research, check how your design performs.

We’ve collected a lot of research data, as well as facts, quotes and articles from well-known designers and web experts in order to debunk the common web design misconception.

Here are my personal favorite myths:

  1. People read on the web (myth #1)
  2. People don’t scroll (myth #3)
  3. You need to redesign your website periodically (myth #11)
  4. You are like your users (myth #14)
  5. Users make optimal choices (myth #15)
  6. The homepage is your most important page (myth #17)
  7. People can tell you what they want (myth #21)
  8. People are rational (myth #29)
  9. If you are an expert, you don’t need to test your design (myth #30)
  10. Success happens overnight (myth #32)

Read them all at or download this pdf, print it and put them on the wall (a Behance project).


Newsletter Report February 2015

In February I´ve send 4 Behavioral Insights newsletters. The number of subscribers doubled, so it´s growing steady. Here are the facts and top clicked articles from the February issues.


Newsletter Report January 2015

It’s been 4 weeks since my first Behavioral Insights newsletter went out. Time for some facts and an overview of the top links.