Causal Decisioning
Causal Inference for Customer Retention
Put the uncertainty in the right place: tighten effects, not forecasts.
How to Measure Incremental Conversions from Meta Ads
Last-touch attribution makes Meta look like a hero. Conversion Lift and Incremental Attribution ask the harder question, and neither one is a complete answer on its own.
Why Connecting Your CRM to Claude Is a Bad Idea
Claude will answer confidently no matter how messy your CRM is. That confidence is the problem. Here are three ways a chat interface breaks when it sits directly on unmanaged customer data, and what should sit between the two instead.
How to Prove Incremental Pipeline Impact Without a Data Engineer
Attribution tells the CFO where leads came from. Incrementality tells them whether spend drove revenue. Here is how to measure it without a data engineer.
Predictive vs. Causal Decisioning
The Correlation Trap: why doubling down on high-LTV customers quietly destroys value.
From Correlation to Causation
How causal decision science compounds growth, and why the correlation era never could.