Beyond A/B Testing: How I Analyze Real Product Impact Without an Experiment
When randomization is impossible, causal inference methods can still reveal true impact. Here is my approach to measuring product changes without traditional A/B tests.
A Few Thoughts on DMA Tests
Designing geo-experiments that actually work for marketing measurement. Lessons learned from running DMA-level tests.
From Insights to Actions
Bridging the gap between data analysis and business decisions. How to ensure your insights actually drive change.
Is AI Ready to Replace Marketing Data Analysts?
Exploring the current capabilities and limitations of AI in marketing analytics. Spoiler: your job is safe, but it will change.
Between MTA and LTA
Understanding the trade-offs between Multi-Touch Attribution and Last-Touch Attribution for marketing measurement.
Quick Walkthrough on Anomaly Detection
A practical guide to detecting anomalies in time series data. From simple rules to statistical methods.
A Brief Intro to Building MMM with Agencies
How to work with agencies on Marketing Mix Modeling projects without losing control of the methodology.
Experience Reporting to VPs and Above
Lessons learned from presenting data insights to senior executives. How to communicate effectively at the top.
Is Marketing an Art or Science?
The eternal debate, examined through the lens of a data analyst. Why the answer matters for measurement.