[josefresco]

This article comes off as a bit boastful and somewhat of an advertisement for the company...

"What threw a wrench into the works was that SumAll isn’t your typical company. We’re a group of incredibly technical people, with many data analysts and statisticians on staff. We have to be, as our company specializes in aggregating and analyzing business data. Flashy, impressive numbers aren’t enough to convince us that the lifts we were seeing were real unless we examined them under the cold, hard light of our key business metrics."

I was expecting some admission of how their business is actually different/unusual, not just "incredibly technical". Secondly, I was expecting to hear that these "technical" people monkeyed with the A/B testing (or simply over-thought it) which got them in to trouble .. but no, just a statement about how "flashy" numbers don't appeal to them.

I think the article would be much better without some of that background.

[falsestprophet]

They are incredible as in literally not credible.