Author

Owen MacLeod

Analytics Editor

Owen MacLeod edits the analytics desk. A former data scientist on growth teams, he writes about cohort analysis, experiment design and the statistics that most dashboards get wrong.

Covers

  • product analytics
  • A/B testing
  • cohort analysis
  • Retention curves that fall steeply and then level off

    Retention curves, explained

    The single most useful chart in product analytics is also one of the most misread. How to build a retention curve, what its shape tells you and the mistakes that make it lie.

    Owen MacLeod 8 min read

  • Two bar charts side by side, one taller than the other

    Six ways an A/B test lies to you

    A green result on the dashboard is not the same as a true one. The most common ways experiments mislead product teams, and how to guard against each.

    Owen MacLeod 7 min read