How to use storytelling in your business pitch/presentation

Conversion rate optimisation is the practice of raising the share of visitors who complete the action a page exists for, a purchase, a sign-up, an enquiry, by changing the page and the path to it on evidence rather than opinion.

A/B testing is a controlled experiment on a live audience: visitors are assigned at random to two or more versions of a page, an email or a feature, and the versions are compared on one pre-chosen outcome so that the difference can be attributed to the change rather than to who happened to see it.

Retargeting is advertising shown to people because of something they did before: visited a site, viewed a product, abandoned a basket or appeared on a customer list, with the ad platform recognising them later on other sites, in search results or in a video feed and serving an ad tied to that earlier action.

Data modelling is the design of how data is structured for a given use: which entities are recorded, which attributes describe them, how the tables relate through keys, and, for analytical use, which table holds the measurements and which hold the context, decided before the data is loaded so that the questions the model must answer run correctly and fast.

Hypothesis testing is the statistical procedure for deciding whether an observed difference, between two groups, two periods or a sample and a claimed value, is larger than chance variation would produce if there were no real difference, by computing how probable a result at least that extreme would be under that assumption.

Data analysis is the practice of interrogating data to answer a specific question, and of establishing how much weight the answer can bear.