Insights
Practical notes
from the field
Fast reads on how I approach measurement, dashboards, and automation for small teams. Use them as templates, or ask me to tailor a playbook for your stack.
January 20268 min read
Attribution, MMM, and Lift Analysis: Choosing the Wrong Model Is Worse Than No Model
When to use attribution, marketing mix modeling, or lift analysis, and why picking the wrong model does more damage than using none at all.
AttributionMMMLift analysisMeasurement model
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March 20266 min read
Why Your Dashboard Is Lying to You — and How to Fix It
The numbers look clean. The charts look confident. But dashboards can be confidently, consistently, and completely wrong — without ever throwing an error.
DashboardsData & AnalyticsBusiness
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