Essays start with questions we genuinely wanted to understand, not pre-packaged answers.
Peer-reviewed sources, real math, defensible frameworks. Shown, not hidden.
Make measurement legible to the practitioner, the VP, and the CFO. If it can't be explained simply, it isn't understood well enough.
Write so the reader can verify everything. No black boxes, no hand-waving.
MMM isn't actually that mysterious. The industry just made it feel that way. We're writing in the open so the whole community of marketers, analysts, and operators can see inside the black box, push back on it, and build better intuitions about their own measurement.
No black boxes. No gatekeeping. Just the work, shown.
Academic depth, operator instincts, and a shared excitement about where the future of measurement is headed.
Twelve years across every layer of marketing measurement. Especially focused on what happens at the intersection of AI and measurement, and where that takes the discipline next.
My goal is simple: to advance the practice of measurement, and to write in a way that educates scholars, practitioners, and executives alike.
Connect on LinkedIn →Eighteen years across nearly every side of marketing and measurement. Quantitative research at Fortune 500 CPGs, global demand generation at a multinational manufacturer, and now growing the measurement consulting practice at Ovative Group.
Connect on LinkedIn →Field writing on Bayesian measurement, MMM craft, and the commercial math of modern marketing. Written by practitioners, not marketers.