Notes

Writing on growth data

• Operational AI: From Sandbox to Core Infrastructure

  Why marketing teams are moving past prompt engineering and baking AI directly into their analytics pipelines.

• Privacy-First Measurement: Thriving in a Cookieless World

  The death of the third-party cookie isn't the end of marketing analytics. It is the beginning of owning your data.

• The Great MMM Comeback: Why Marketing Mix Modeling is Cool Again

  How an old-school statistical approach became the modern marketer's best friend for navigating signal loss.

• Generative Engine Optimization (GEO): SEO for the AI Era

  If you are only optimizing for Google's blue links, you are already behind. How to optimize for AI answer engines.

• The Evolving Role of the Human Data Analyst

  When AI writes SQL and builds dashboards, what exactly does the human analyst do? They provide context.

• Signal Engineering: Fixing the Garbage-In, Garbage-Out Problem

  Advanced analytics models are useless if the underlying data is flawed. Why signal engineering is the new marketing superpower.

• MTA vs. MMM: Why You Actually Need Both

  The industry debate between Multi-Touch Attribution and Marketing Mix Modeling is a false dichotomy. Here is how to unify them.

• Agentic Commerce: Marketing to Machine Customers

  By 2026, AI agents will make purchasing decisions on behalf of users. How do you analyze and optimize for a non-human audience?

• Attribution Inflation: Why Your Dashboards Look Better Than Your Bank Account

  When every ad network claims credit for the same conversion, your metrics become divorced from reality.

• Beyond ROI and ROAS: Measuring Indirect Customer Value

  Why obsessing over direct Return on Ad Spend limits your growth, and how to measure the true halo effect of your marketing.

• Signal loss: making decisions in a world of aggregated data

  SKAN, the end of Privacy Sandbox, MMPs that no longer send device-level data — and how to still decide well when every system tells a different story.

• Who owns user consent — data, marketing, or product?

  Product implements it, marketing needs it, data sits between the two. Why "technically correct" consent is so often the wrong kind of correct.

• Is a longer onboarding funnel actually better?

  Shorter usually wins — but high-intent products like meditation and mental-health apps show when a longer, personalizing funnel beats a short one.

• Cash flow or ROAS? Picking marketing metrics by growth stage

  The right metric to optimize campaigns for changes as you grow — from near-term cash flow at pre-seed to long-payback ROAS and LTV at scale.