Thesis: KPIs tell you how the system is behaving. OKRs tell you what you will change. Strategy happens when you connect the two: a small,... Continue reading
Category: Analytics, Measurement & MMM
Thesis: You don’t need to choose between growth and privacy. You need a smaller, better-designed analytics stack: keep the signals that drive decisions, transform what... Continue reading
Thesis: Boards don’t need prettier sheets; they need fewer, decision-ready numbers with context, confidence, and clear asks. Your job isn’t to dump metrics—it’s to tell... Continue reading
Thesis: You don’t need a crystal ball to see demand shocks early—you need the right leading signals, turned into a disciplined, testable forecast. Marry a... Continue reading
Thesis: When attribution gets noisy, experiments are how you buy clarity. For channels that can’t randomize at the user level (TV/CTV/OOH, upper‑funnel social, brand search),... Continue reading
Thesis: Dashboards don’t fail because they’re ugly—they fail because the data contract is weak. Data quality debt accrues interest as broken trust, bad decisions, and... Continue reading
Thesis: Analytics breaks not from lack of data but from inconsistent names. A scalable event taxonomy is a contract across product, data, and marketing: consistent... Continue reading
Thesis: Growth programs stall when teams optimize a single number in isolation. A defensible system pairs one clear North‑Star Metric (NSM) with a small set... Continue reading
Thesis: You don’t need a seven‑figure data stack to get actionable media mix answers. With weekly data, a few disciplined assumptions, and Bayesian regularization, you... Continue reading
Thesis: Attribution isn’t a single truth; it’s a decision aid. The right “story” depends on your stage, traffic mix, and the decisions you need to... Continue reading