Posted by Tom.Capper
Digital marketing is a proudly data-driven field. Yet, as SEOs especially, we often have such incomplete or questionable data to work with, that we end up jumping to the wrong conclusions in our attempts to substantiate our arguments or quantify our issues and opportunities.
In this post, I’m going to outline 4 data analysis pitfalls that are endemic in our industry, and how to avoid them.
1. Jumping to conclusions
Earlier this year, I conducted a ranking factor study around brand awareness, and I posted this caveat: