For the last few weeks, I’ve been stuck on a strange idea. You know that feeling when your brain suddenly decides that normal mathematics is not enough for your dashboards? That maybe, just maybe, the world of digital analytics would be a better place if we stopped pretending that everything fits neatly into integers, floats, and percentages?
So I did what any reasonable analyst would do: I opened a book on surreal numbers.
(more…)
Sometimes, the wide range of available product analytics tools can overwhelm unprepared users. There are hundreds of products offering similar functionality, often with nearly identical interfaces, purposes, and even approaches to data collection and table structures.
One particularly interesting alternative is PostHog. It’s an all-in-one platform that includes its own web analytics suite, session recordings, heatmaps, and a built-in data warehouse. They also have a lot of features currently in development — including no-code A/B testing, messaging, CRM, revenue analysis, and much more. To be honest, it sometimes feels like the team is aiming to cover too wide a range without diving deeply into the specifics of each feature. However, one of the most compelling aspects of PostHog is its ability to be fully self-hosted — even though the platform itself doesn’t actively recommend it.
(more…)
Before 2025, I mostly ignored any opportunities for tech skills certifications. Sometimes it just requires too much efforts on preparation, and at the same time, the value of it is rather controversial. Google Analytics certification definitely can be named as one of the most common meme across digital analytics community – the existence of it can say anything about the person, but not about his or her competencies.
(more…)
At the beginning of July I had a chance to be in Munich on Analytics Pioneers ummit with presentation about correlation analysis. I still didn’t prepare a summary after that event, and text version of my deck, so let me just place here some links.
(more…)
I talk to a lot of analysts every day – product analysts, data engineers, web and digital analysts, CRO managers and growth hackers. When discussing the next analytics project, people are ready to spend days describing the complexity of the implemented data pipelines, the peculiarities of using such wonderful platforms as dbt, Dataform, the endless variety of tools inside GCP, AWS and Azure, and the opportunities they provide them.
And I really like discussions with that people! What they are actually doing, how do they achieve things they wanted to achieve. Sometimes people from data act like a stealth warriors, but then prepare a comprehensive analytics infrastructure, which then can be used by business for decision making process. Yeah, it is hard to overestimate the value of this activity.
But in this post, I want to speak not about data pipelines preparation, but about actual role of digital analyst, and maybe about actual opportunities, which currently we have.
Continue