Two mates talking about all things Digital. Topics can cover Digital Analytics, Data, Transformation, Technology, Concepts and everything inbetween. If it is related to Digital, and we find it interesting, we are going to discuss it.
DAD017-The Turning Points That Shaped Fifteen Years in Digital
In this episode of Digital After Dark, Andrew and Matt look back at the five moments that reshaped their careers and the way digital analytics teams operate today. What We Cover
Moving from hands‑on coding to product ownership
How shifting from direct code deployment to structured requirements changed the role entirely.
Learning to speak the developer’s language
Why picking up JavaScript wasn’t about coding. It was about empathy, communication, and better data quality.
The rise of the data layer
From vendor evaluations to building Sky’s own event‑driven model, and why it became the foundation for everything that followed.
GDPR and the consent‑first mindset
The moment the industry stopped collecting everything and started collecting only what it should.
Server‑side, cloud engineering, and the AI leap
How cloud platforms, automation, and AI have transformed the scale and speed of what’s possible. Why This Episode Matters This is a conversation about real turning points. The moments where your job changes, your thinking changes, and the industry changes with you. If you work in analytics, engineering, CRO, or digital strategy, this episode will feel familiar — and probably a bit nostalgic.
13 May 2026
DAD016-The Illusion of Uplift: A Deep Dive Into Noise in Digital Analytics
Theme: Understanding Noise in Digital Analytics and Experimentation
In this episode of Digital After Dark, we dig into a topic that quietly shapes every KPI, every experiment, and every “uplift” teams think they’ve achieved is actually noise. Not tagging issues. Not tool errors. Noise: the natural wobble of stochastic processes that makes digital measurement behave nothing like the physical world. This conversation breaks down what noise actually is, why it’s so misunderstood, and how it silently distorts the numbers organisations rely on.
What We Cover
Why digital measurement behaves differently from the physical world
Why you can measure a table three times and get the same result, but never measure a conversion rate three times and get the same number.
How stochastic noise affects KPIs and experiments
Even when the underlying conversion rate doesn’t change, the outcomes do.
Why identical A/B tests can produce completely different results
And why teams often blame traffic, intent, or seasonality when nothing actually changed.
Why weekly KPIs swing up and down for no real reason
Noise alone can create “wins” and “drops” that look meaningful but aren’t.
Why statistical significance isn’t the safety net people think it is
Many real winners never cross the threshold, and some false winners do.
Why segmentation increases noise instead of reducing it
Smaller samples mean bigger wobble.
How tools like Noise Explorer and Noise Check help teams see the true range of possible outcomes
And why visualising noise changes how you interpret data.
What You’ll Learn Listeners will walk away with a clearer understanding of:
How much of their analytics volatility is actually noise
Why relying on a single observed result can be misleading
How to distinguish real change from random fluctuation
Why many “insights” are actually noise‑driven illusions
How to make more grounded decisions in experimentation and KPI tracking
How to avoid chasing ghosts in the data
If you work in analytics, CRO, experimentation, or digital strategy, this episode will fundamentally shift how you interpret your numbers.
Some websites created by Andrea to help demonstrate this better at work.
Noise Explorer (experience how noise affects outcomes of an experiment and get a real grasp on what to expect): https://confidentstory.com/noise/ (https://confidentstory.com/noise/)
Noise Check (check if an effect is real or due to noise. It replaces significance): https://confidentstory.com/noisecheck/ (https://confidentstory.com/noisecheck/)
GTMsplit (run split tests for free with GTM): https://confidentstory.com/gtmsplit/ (https://confidentstory.com/gtmsplit/)
GTMsplit Documentation: https://confidentstory.com/docs/gtmsplit/ (https://confidentstory.com/docs/gtmsplit/)
Whitepaper "The First-Exposure Contamination Problem": https://confidentstory.com/docs/whitepapers/first-exposure-contamination-problem/ (https://confidentstory.com/docs/whitepapers/first-exposure-contamination-problem/)
4 May 2026
DAD015 - Another Web is Possible with Jon
In this episode of Digital After Dark, Andrew and Matt sit down with Jon Crowder — founder of Another Web Is Possible — to explore why the modern web doesn’t have to be manipulative, extractive, or built on dark patterns. Jon shares the pivotal moments that pushed him to create an ethical CRO consultancy, including turning down lucrative but misaligned clients and witnessing industry practices that prioritised short‑term wins over long‑term trust. The conversation dives into:
How unethical optimisation harms brands downstream
Why trust compounds and manipulation decays
The dangers of AI‑driven “abandoned strip mall” digital experiences
How businesses accidentally engineer hostile customer journeys
Why user empathy is the foundation of meaningful optimisation
The misconceptions brands still hold about CRO
The importance of building internal experimentation capability
Jon’s new platform Experiment OS — a structured, scientific system for research, hypotheses, testing, analysis and decisioning
The future of ethical optimisation and why “another web is possible”
Referenced URLs from the transcript:
Another Web Is Possible — https://anotherwebispossible.co.uk (anotherwebispossible.co.uk in Bing) (https://www.bing.com/search?q=%22https%253A%252F%252Fanotherwebispossible.co.uk%252F%22&utm_source=copilot.com)
Experiment OS — https://experimentos.io (https://experimentos.io?utm_source=copilot.com)
Praxis CRM (free CRM for independents & small agencies) — https://praxiscrm.org (https://praxiscrm.org)
Who has been a guest on Digital After Dark
Names identified in recent episode analyses. Showing up to five guests.
Walter
Alban Gérôme
Dan Truman
James Alexander
Penny
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
Spotify
4.0 / 5
4 ratings
Podcast Authority Score: 28 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
31
Social presence
0
YouTube
0
Engagement
60
Contact Digital After Dark
Guest appearances
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Questions about Digital After Dark
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Andrew and Matt and host host the show. Published by Digital After Dark.
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The show publishes monthly, based on its RSS feed.
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