Category Archives: Hypotheses driven analysis

Analysis of Competing Hypotheses (for Digital Analytics)

People often ask me how I went from working for the government to fashion. Yes, a pretty crazy story. The truth is simple – transferrable skills. And to be honest I don’t work in fashion – I work in analytics for a fashion company.

What I want to share with the digital analytics community is the most valuable analytical technique I learned while in government. It’s called ACH – Analysis of Competing Hypotheses.

Why do I love it? Often we set out to prove something and then are persuaded by certain key pieces of evidence until we confirm what we believed in the first place (aka confirmation bias).

ACH is the opposite – you set out to disprove something. The strength of this approach is that it is difficult to allow your natural biases to influence the outcome of your analysis. Particularly, in cases where you have missing information.

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