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Digital After Dark

Digital After Dark

By: Digital After Dark
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Two mates talking about all things Digital. Topics can cover Digital Analytics, Data, Transformation, Technology, Concepts and everything inbetween. If it is related to Digital, and we find it interesting, we are going to discuss it.Copyright Digital After Dark Career Success Economics Marketing Marketing & Sales
Episodes
  • DAD016-The Illusion of Uplift: A Deep Dive Into Noise in Digital Analytics

    DAD016-The Illusion of Uplift: A Deep Dive Into Noise in Digital Analytics
    May 13 2026
    Theme: Understanding Noise in Digital Analytics and Experimentation

    In this episode of Digital After Dark, we dig into a topic that quietly shapes every KPI, every experiment, and every “uplift” teams think they’ve achieved is actually noise. Not tagging issues. Not tool errors. Noise: the natural wobble of stochastic processes that makes digital measurement behave nothing like the physical world. This conversation breaks down what noise actually is, why it’s so misunderstood, and how it silently distorts the numbers organisations rely on.

    What We Cover
    • Why digital measurement behaves differently from the physical world
      • Why you can measure a table three times and get the same result, but never measure a conversion rate three times and get the same number.
    • How stochastic noise affects KPIs and experiments
      • Even when the underlying conversion rate doesn’t change, the outcomes do.
    • Why identical A/B tests can produce completely different results
      • And why teams often blame traffic, intent, or seasonality when nothing actually changed.
    • Why weekly KPIs swing up and down for no real reason
      • Noise alone can create “wins” and “drops” that look meaningful but aren’t.
    • Why statistical significance isn’t the safety net people think it is
      • Many real winners never cross the threshold, and some false winners do.
    • Why segmentation increases noise instead of reducing it
      • Smaller samples mean bigger wobble.
    • How tools like Noise Explorer and Noise Check help teams see the true range of possible outcomes
      • And why visualising noise changes how you interpret data.

    What You’ll Learn Listeners will walk away with a clearer understanding of:
    • How much of their analytics volatility is actually noise
    • Why relying on a single observed result can be misleading
    • How to distinguish real change from random fluctuation
    • Why many “insights” are actually noise‑driven illusions
    • How to make more grounded decisions in experimentation and KPI tracking
    • How to avoid chasing ghosts in the data
    If you work in analytics, CRO, experimentation, or digital strategy, this episode will fundamentally shift how you interpret your numbers.
    Some websites created by Andrea to help demonstrate this better at work.

    Noise Explorer (experience how noise affects outcomes of an experiment and get a real grasp on what to expect): https://confidentstory.com/noise/
    Noise Check (check if an effect is real or due to noise. It replaces significance): https://confidentstory.com/noisecheck/
    GTMsplit (run split tests for free with GTM): https://confidentstory.com/gtmsplit/
    GTMsplit Documentation: https://confidentstory.com/docs/gtmsplit/
    Whitepaper "The First-Exposure Contamination Problem": https://confidentstory.com/docs/whitepapers/first-exposure-contamination-problem/
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    1 hr and 7 mins
  • DAD015 - Another Web is Possible with Jon

    DAD015 - Another Web is Possible with Jon
    May 4 2026
    In this episode of Digital After Dark, Andrew and Matt sit down with Jon Crowder — founder of Another Web Is Possible — to explore why the modern web doesn’t have to be manipulative, extractive, or built on dark patterns. Jon shares the pivotal moments that pushed him to create an ethical CRO consultancy, including turning down lucrative but misaligned clients and witnessing industry practices that prioritised short‑term wins over long‑term trust. The conversation dives into:
    • How unethical optimisation harms brands downstream
    • Why trust compounds and manipulation decays
    • The dangers of AI‑driven “abandoned strip mall” digital experiences
    • How businesses accidentally engineer hostile customer journeys
    • Why user empathy is the foundation of meaningful optimisation
    • The misconceptions brands still hold about CRO
    • The importance of building internal experimentation capability
    • Jon’s new platform Experiment OS — a structured, scientific system for research, hypotheses, testing, analysis and decisioning
    • The future of ethical optimisation and why “another web is possible”
    Referenced URLs from the transcript:
    • Another Web Is Possible — https://anotherwebispossible.co.uk (anotherwebispossible.co.uk in Bing)
    • Experiment OS — https://experimentos.io
    • Praxis CRM (free CRM for independents & small agencies) — https://praxiscrm.org
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    1 hr and 53 mins
  • AT015 - Rockstar Opening Act April 2026

    AT015 - Rockstar Opening Act April 2026
    Apr 19 2026
    In this special “Rockstar Opening Act” edition of Andrew Talks, Andrew shares the tips he submitted for the Adobe Summit 2026 edition of "RockStars". In this presentation, Andrew shares the two most overlooked pillars of digital analytics excellence: data layer accuracy and Adobe Analytics data health validation.

    Andrew breaks down why the data layer is the true source of truth, how schema validation prevents downstream chaos, and the practical steps teams can take to catch issues before they hit production.

    Andrew also reveals how he uses tools, dashboards, trend analysis, and hourly alerts to detect anomalies within minutes, not days.

    Packed with real-world examples, governance insights, and scalable QA techniques, this episode will help you ensure your data works for you!
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    25 mins
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