Why incrementality testing keeps breaking in clean rooms
A look at the gap between what clean rooms promise and what they can actually measure.
Notes on data, analytics, and where AI is taking the craft.
Field notes from 14 years across retail, ad tech, and platform analytics — incrementality, clean rooms, and the tools reshaping how teams measure things.
What Claude actually changes for a retail analytics team
Where LLM-assisted analysis genuinely saves time, and where it quietly misleads you.
The metric everyone tracks and almost nobody trusts
Attribution is broken by design. Here's what that means for how you should read it.