Welcome to This Week Today, a roundup of the best links about ecommerce personalization, testing, and customer experience.

Here’s This Week Today vol. #five for Friday 8.7.2015.

Easter Egg 1. How 5 email Easter eggs helped sell out the Litmus email design conference.

“When it came to launching ticket sales for this year’s event, we wanted to keep the excitement going. We opted to combine advanced email hacks with some fun by hiding five ‘golden tickets’ within the email. Each ticket was hidden using a unique email hack and the first subscriber to find a specific ticket and tweet about it (using the #TEDC15 hashtag and including a screenshot) won a free ticket to the conference of their choice: Boston or London.”

2. The Ten Year Project [First Round]

“Venture capitalists are constantly telling the entrepreneurs they invest in to make data-driven decisions. But as an industry, we haven’t been very good at doing it ourselves. Now that we have the analytics and numbers to take a closer look at ourselves and our business, we decided to give it a try. We were able to sit down with 10 years worth of our proprietary investing data in front of us — since we’ve been capturing data about founding teams in our community since we made our very first investment in January 2005.”

3. The Complete Personalization Glossary

We refreshed our guide to common testing and personalization terms this week. It boasts 75+ terms and definitions—from AOV and funnel—to technographic profile and regression analysis.Everyone can take away something valuable from this guide. Whether you’re rolling your eyes like the know-it-all you are, or realize there might be something you can learn.

Server 4. Driving ecommerce innovation @WalmartLabs [Forbes]

“Walmart, however, isn’t satisfied with basic personalization. “We find patterns using data science and behavioral science with geography and time of day,” [Cognitive Scientist Om] Marwah says, where geography means more than simply the location on a map. In fact, geography is “anything that relates to people and space,” according to Marwah.”

5. It’s 2015. You’d think we’d have figured out how to measure web traffic by now [FiveThirtyEight]

“If unique [visits] are people, how do 4 million, or 125 million, or 253 million people go missing? In an age when we assume our phones and laptops are tracking our every move, taking an actual head count of how many people go to a website is still almost impossible. There’s a blind spot at the center of the panopticon, and it’s roughly the size and shape of a cookie.”

[Tweet “10 years @firstround, personalization @walmartlabs, email easter eggs @litmusapp & more #thisweektoday”]