Articles exploring measurement through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
4 articles
When breakdown rows exceed total users, you're seeing overlapping populations, not a funnel. Here's why dashboards fail and how to fix it.
Data discrepancies between platforms, the observer effect in measurement, and how to build a single source of truth when every tool tells a different story.
The fundamental measurement problem in digital marketing and why all models are wrong but some are useful. An exploration of attribution through the lens of behavioral economics and epistemology.
How to define a smallest effect worth shipping (SEWS) using financial impact, a tight measurement window, and disciplined experiment design.