Metrics and analytics can be confusing. So, amidst all the trends and jargon, let’s consider a very straightforward train of thought … clouds mean rain.Of course, it’s not always a one-for-one equation, but clouds — whether you know the difference between nimbus, cumulonimbus, or nimbostratus — are what economists call a leading indicator of pending precipitation.In countless ways, leading indicators enable us to predict or foresee events. As in life, so in ecommerce: even if you can’t articulate their technical names — correlative analytics, predictive metrics, common conversion clusters — you’re constantly predicting the future based on tell-tale signals to maximize time, resources, and revenue.The question is: how can you bring those signals from the background to the fore, from a mere gut feeling into cold, hard data?


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