Dispersion Analysis with advanced segments in Google Analytics

In statistics, statistical dispersion (also called statistical variability or variation) is variability or spread in a variable or a probability distribution. Common examples of measures of statistical dispersion are the variance, standard deviation and interquartile range. A measure of statistical dispersion is a nonnegative real number that is zero if all the data are the same and increases as the data become more diverse (Wikipedia). Dispersion Analysis is one of the most basics and powerful statistical analysis, allowing you to understand how homogeneous is a population or sampling you are analyzing. Why would that be important? Well, if we talk

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¿Swiming, floating or sinking in data? CMO’s & Analytics

The reports shows that the main focus of the CMOs is the ROI. Almost two thirds of CMOs believe that the return on investment in marketing will become the main metric of effectiveness before 2015. They recognize, as do the CEOs, that the world in which they operate is much more volatile, uncertain and complex. A whole 79% of the surveyed CMOs believe that the level of complexity will be high or very high in the next five years and only 48%  feel prepared to face it. The intersting thing is that when they where asked about what’s the main concern, over 70% of CMOs believe they are not fully prepared to deal with the increase in volume of data and its impact. ‘One

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