Aggregated data is like a smoothie—blends everything so you can’t taste the individual fruits. Sometimes that’s fine, but other times you need to know if there’s a rotten berry in there.
I’ve been burned before by relying too much on averages. Now I always cross-check with segment-level data. Google Analytics’ segmentation features are a lifesaver for this.
I’ve been burned before by relying too much on averages. Now I always cross-check with segment-level data. Google Analytics’ segmentation features are a lifesaver for this.