Analytics & Measurement
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Analytics & Measurement12 min readWhat a Waterfall Chart Shows, and How to Read One Without Guessing
A waterfall chart explains the gap between two totals by drawing every contribution to it. See what yours tells a reader, and what it leaves out.
Neeraj JivnaniFounderSeptember 17, 2026
Analytics & Measurement11 min readThe Category Development Index, and What a Score Above 100 Is Worth
How to calculate it, what a score above or below 100 tells you, and how far from 100 a market has to sit before the number means anything.
Editorial TeamEditorial DeskSeptember 10, 2026
Analytics & Measurement13 min readWhat Bounce Rate Actually Counts, and Why There Is No Number to Aim For
A bounce is not a verdict on your page. See what counts as one in your analytics today, what it means on the page you have, and when to act.
Vera CallowayConsumer Insights StrategistSeptember 16, 2026
Analytics & Measurement19 min readMarketing Analytics: What It Covers, and Why Measuring Is Not the Same as Deciding
Marketing analytics is easy to buy and hard to act on. See where web analytics stops, which type you need, and what to fix before you choose a tool.
Editorial TeamEditorial DeskSeptember 16, 2026
Analytics & Measurement18 min readWhat a Churn Rate Is, How to Calculate It, and What It Counts
Churn is the share of customers you lost over a period. Get the formula, the monthly to annual conversion, and what a benchmark has to carry.
Vera CallowayConsumer Insights StrategistSeptember 10, 2026
