Blog
Field notes on the modern data stack, analytics engineering, BI and machine learning — written by the people doing the work.
Geo-lift playbooks quietly assume you're testing in the US. Here's why they break in smaller European markets — and how to design experiments that hold up.
Read article
More detail isn't more truth. Why slicing MMM data too finely destroys the signal — and how to find the "Goldilocks" granularity that actually drives decisions.
Read article
The "B-word" in marketing measurement, demystified: how Bayesian priors make MMMs actually work — and how they get abused to launder opinions as science.
Read article