Essays
N = 12Long-form notes on measurement, experimentation, and AI-augmented analytics.
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2026 3 essays
- 01 Spar with AI Most people point AI at the work. The higher-leverage move is to point it at yourself: a sparring partner that interrogates you until the interview, the readout, the room you were dreading all feel easy.
- 02 Default to AI My team defaults to AI now. The speed is real. But the time you save on the keyboard, you spend in review. There are two traps I keep watching people fall into.
- 03 The Hallucinations Hiding in My Pipeline AI writes code that looks right. Sometimes it is. Often it is not. Your job is to catch it. The AI is only as good as you are at reviewing it.
2025 9 essays
- 04 Beyond A/B Testing: How I Analyze Real Product Impact Without an Experiment When you cannot randomize, causal inference still gets you closer to the truth. Here is my playbook.
- 05 A Few Thoughts on DMA Tests Geo tests are one of the most powerful tools for measuring marketing lift. They are also easy to get wrong. Some notes from the field.
- 06 From Insights to Actions The hardest part of analytics is not finding the insight. It is getting someone to act on it.
- 07 Is AI Ready to Replace Marketing Data Analysts? Every week another headline says yes. I use AI every day. Here is my honest take.
- 08 Quick Walkthrough on Anomaly Detection People think anomaly detection is fancy. Most of the time, it is not.
- 09 Between MTA and LTA The attribution debate never ends. Here is how I think about it.
- 10 A Brief Intro to Building MMM with Agencies How to work with an agency on Marketing Mix Modeling without losing control of the methodology.
- 11 Experience Reporting to VPs and Above Early in my career I made every mistake possible presenting to execs. Here is what I learned the painful way.
- 12 Is Marketing an Art or Science? I get asked this at every conference. Here is my honest answer.