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Digital After Dark

Digital After Dark

By: Digital After Dark
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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.Copyright Digital After Dark Career Success Economics Marketing & Sales
Episodes
  • DAD-018: Building Analytics Teams in the AI Age

    DAD-018: Building Analytics Teams in the AI Age
    18 Oct 2026
    Artificial Intelligence is transforming digital analytics, but what does that mean for the people behind the data?

    In this episode of Digital After Dark, Andrew and Matt explore how AI is reshaping the way analytics teams are hired, trained, and managed. As automation takes over many of the technical tasks that once defined junior analyst roles, the conversation shifts to a bigger question:

    What skills will matter most in the future?

    The discussion covers everything from AI-generated code and automated workflows to the growing importance of critical thinking, ownership, problem-solving, and business understanding. Andrew shares the five key traits he looks for when hiring analysts, while Matt discusses why today's teams are becoming increasingly "AI-augmented" and what that means for the future of analytics careers. The episode also explores:
    • How AI is changing day-to-day analytics work
    • Whether there is still a place for junior analysts
    • Why technical fundamentals still matter
    • The risks of losing hard-earned experience and tribal knowledge
    • How training and onboarding need to evolve
    • The growing importance of soft skills in technical roles
    • AI, automation, and the future of consulting delivery models
    • Why accountability remains a uniquely human responsibility
    One of the episode's biggest takeaways:
    "We're not hiring robots. We're hiring cyborgs."
    The future analyst isn't replaced by AI. They're enhanced by it.

    Whether you're building analytics teams, managing digital professionals, or trying to understand how AI will impact your own career, this episode provides a practical and honest discussion about where the industry is heading.
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    1 hr and 21 min
  • DAD017-The Turning Points That Shaped Fifteen Years in Digital

    DAD017-The Turning Points That Shaped Fifteen Years in Digital
    20 Jul 2026
    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.
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    1 hr and 11 min
  • DAD016-The Illusion of Uplift: A Deep Dive Into Noise in Digital Analytics

    DAD016-The Illusion of Uplift: A Deep Dive Into Noise in Digital Analytics
    13 May 2026
    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/
    Noise Check (check if an effect is real or due to noise. It replaces significance): https://confidentstory.com/noisecheck/
    GTMsplit (run split tests for free with GTM): https://confidentstory.com/gtmsplit/
    GTMsplit Documentation: https://confidentstory.com/docs/gtmsplit/
    Whitepaper "The First-Exposure Contamination Problem": https://confidentstory.com/docs/whitepapers/first-exposure-contamination-problem/
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    1 hr and 7 min
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