How Reliable Is Aggregated Data for Making Business Decisions? or What Are the Biggest Challenges Whe

Kinda nerdy but—ever heard of the "Simpson’s Paradox"? Aggregated data can show one trend while the subgroups tell the opposite story. Wild, right?

Happened to me with A/B test results. Now I never trust the overall metric without checking the segments.

Hot tip: Amplitude’s segmentation tools are clutch for this.