I'm Anand — 14 years into a career spent mostly at the intersection of data, measurement, and whatever platform was reshaping advertising or retail at the time. Woolworths, Walmart, Atlassian, Google, Amazon, Snap, and now Samba TV.
Most of that time has centered on one recurring question: how do you know if something actually worked? Incrementality measurement, clean rooms, attribution — the tools change every few years, but the underlying problem doesn't.
This site is where I write about that problem, and increasingly, about how AI tools like Claude are changing the day-to-day work of analytics teams — what's genuinely useful, and what's just noise dressed up as innovation.
Outside of work, I play guitar and write instrumental prog rock under the name ProgTones. You'll occasionally see that world bleed into this one — signal processing turns out to be a decent metaphor for both.