The organizational positioning of analytics teams represents one of the most consequential yet frequently overlooked strategic decisions in modern enterprise structure.

Critical thinking and skepticism are not just optional tools for data analysts—they are essential. Without them, we risk allowing flawed, biased, or incomplete data to influence important decisions. In a world where data is used to shape narratives and drive opinions, our responsibility is to approach it with a healthy dose of doubt and a commitment to uncovering the full story.

Popups. Sliders. Takeovers. We all hate them. Right?

Everyone says popups suck yet sites that use popups consistently outperform sites without them.

If this is true, then why do so many sites choose not to deploy a well designed and targeted popup strategy?

As a data practitioner, it's hard not to be curious and perhaps concerned about how Generative AI (GenAI) will impact your profession. The reality is, we’re already in the middle of a major shift, one that's unfolding in distinct phases. For those responsible for making decisions about the future of data teams, including budget holders, analytics executives, and practitioners themselves, understanding these phases is critical to staying ahead.

• Revenue Alignment Isn't Everything: While important, focusing solely on revenue can overlook other critical factors stakeholders value.

• Stakeholder Engagement Is Crucial: Regular communication and understanding stakeholder priorities enhance alignment and recognition.

• Multidimensional Value Matters: Demonstrating value across various dimensions strengthens the case for the analytics team's contributions.

For those data professionals, of which there are MANY, whose primary outputs are things like data collection, reporting, PowerPoint presentations, writing code, and deploying data tools, if these activities are seen as the core of their work rather than as means to deliver real, tangible value, they are on a dangerous path.

We would like to argue that data-driven test ideas are some of the most impactful test ideas to drive results and help your senior leaders achieve their goals. Testing an idea that has the potential to address checkout funnel fallout and decrease that rate is impactful. That being said, how much time does your data team spend developing and providing these insights?

33 Sticks Co-Founder and Principal Analyst, Hila Dahan, presented an extremely popular session at Adobe Summit 2019 in Las Vegas on leveraging Adobe Analytics Advanced Calculated Metrics. Hila's session focused on using advanced Calculated Metrics to drive deeper insight into consumer behavior.