Signal over noise: Research, strategy, and what's next in marketing systems.
Why we stopped optimizing media buying and started optimizing our measurement stack. A deep dive into fixing B2B attribution for considered purchases.
High ROAS is often a signal of selection bias, not efficiency. In this case study, I break down how a luxury retailer’s "profitable" retargeting campaign was actually a negative-leverage tax on their most loyal customers—and how we proved it with a simple RCT.
When ad channels scale together, standard regression models fail to distinguish cause from effect. This post explores how correlated spend leads to random credit assignment and why you need randomized experiments—not just better models—to untangle the signal
Why I'm writing long-form marketing systems content instead of optimizing for LinkedIn algorithms. Intelligence briefings and technical blueprints.
