Judah Phillips

“For ecommerce data derived from digital experiences, such as the keywords and phrases from search engines to the frequency of purchases of various customer segments, data is most often not normally distributed. Thus, much of the classic and Bayesian statistical methods taught in schools are not immediately applicable to digital ecommerce data. That does not mean that the classic methods you learned in college or business school do not apply to digital data; it means that the best analysts understand this fact.”
― Judah Phillips, Ecommerce Analytics: Analyze and Improve the Impact of Your Digital Strategy