According to CNBC, marketers spent 29% of their budgets on technology in 2018. That's more than any other expenditure. So, how do you make sure that 1) you are spending money on the right tools, and 2) once purchased, your tools don't simply become shelf-ware? In this new post, we aim to tackle these questions from an Experimentation Champion's point of view; it details the technology roadmap recommended by WiderFunnel’s Senior Experimentation Strategists. This roadmap highlights the “why” behind implementing certain technologies at certain moments in your organization’s experimentation journey. It provides recommendations for tools depending on your organization's needs, and it outlines how to get the most out of these tools by taking a strategic approach.

According to CNBC, marketers spent 29% of their budgets on technology in 2018. That's more than any other expenditure. So, how do you make sure that 1) you are spending money on the right tools, and 2) once purchased, your tools don't simply become shelf-ware? In this new post, we aim to tackle these questions from an Experimentation Champion's point of view; it details the technology roadmap recommended by WiderFunnel’s Senior Experimentation Strategists. This roadmap highlights the “why” behind implementing certain technologies at certain moments in your organization’s experimentation journey. It provides recommendations for tools depending on your organization's needs, and it outlines how to get the most out of these tools by taking a strategic approach.

Everyone knows how to check how many sessions you got this week, and most people even know how to see how many conversions you got. But outside of the basics, Google Analytics knowledge tapers off pretty quickly... It takes a lot of time to learn how to become a great analyst, and it takes a lot of time to learn the ins and outs of specific platforms. Google Analytics, while more intuitive than many platforms, is no exception. In addition, there are many features that are powerful but are underrated and underutilized. I talked to dozens of experts to find out what they believe the most underrated features and reports are. Here are the top 12.