Chapter 2

The numbers are right, so why is our conclusion wrong?

Số không sai, vậy sao kết luận lại sai?

The chapter's question

Did this week's number rise because the product improved or because of something else?

Big idea

Most wrong conclusions come from reading numbers without context, not from wrong numbers.

In this chapter

  1. Part 2.1

    Seasons and Holidays

    Which week is it fair to compare this week with?

  2. Part 2.2

    Averages Hide Things

    Which group of users is the average hiding?

  3. Part 2.3

    Rates and Counts

    Did the rate rise because the numerator grew or the denominator shrank?

  4. Part 2.4

    Broken Tracking

    How do I know whether a change is caused by users or by broken tracking?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Monday Morning Number is free to read right here.

Read in Conan School

Chapters of The Monday Morning Number

  1. 1.Can one number really steer the whole team?
  2. 2.The numbers are right, so why is our conclusion wrong?
  3. 3.Do more charts really make a clearer dashboard?
  4. 4.Do we review numbers to decide, or to nod?
  5. 5.The metric went up, but did users gain anything?