Unalytics: Unconventional Analytics to Guide Your Decisions

What kind of person is “good” at analytics? It’s time to change our opinion of what a “data scientist” is. If you are involved in the care and feeding of an online marketing endeavor, you have to be good at this “data thing.”

Fortunately, this doesn’t mean that you put on your lab coat and pocket protector and spend endless hours combing through data, charts and spreadsheets.

That IS the job of the data scientist. No, you are more of a data detective, finding data to guide your decisions in unexpected places.

• Salespeople and customer support people.
• Live chat transcripts.
• Ratings and reviews from your site or from Yelp.
• Customer Relationship Management (CRM) system.
• Do a study.

Check out the podcast or column for the full list.

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Brian Massey

Conversion Scientist™ at Conversion Sciences

Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences, a sought-after international speaker, and author of Your Customer Creation Equation. He is passionate about transforming websites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing.

Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship

Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more

Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices

As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast

Education: Texas A&M University, BS Computer Science and Management

Latest posts by Brian Massey (see all)

• Your Traffic Fell 30 Percent. Your Targets Did Not. - September 3, 2026
• How to Filter Bot Traffic in Google Analytics With Ask Advisor - August 20, 2026
• Using AI to Chat with your Online Business - July 10, 2026