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By 2011, the company had 20 full-time photographers on staff. They might deal with uncertainty, but they're not random. Advanced Analytics Big Data Digital Analytics Web Analytics Web Insights Web Metrics actionable analytics business optimization experimentation and testing key performance indicators'
The President of Iceland Olafur Ragnar Grimsson explained this phenomenon to me when I had the privilege to interview him in 2011 (Gartner Report: G00212784 ). “So He was talking about something we call the ‘compound uncertainty’ that must be navigated when we want to test and introduce a real breakthrough digital business idea.
A geo experiment is an experiment where the experimental units are defined by geographic regions. The expected precision of our inferences can be computed by simulating possible experimental outcomes. References Jon Vaver and Jim Koehler, Measuring Ad Effectiveness Using Geo Experiments , 2011.
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