Decisions
Causal Inference for Customer Retention
Put the uncertainty in the right place: tighten effects, not forecasts.
How I Run Marketing Ops and Paid Media With iHarness
A day-in-the-life account of running marketing ops and paid media on iHarness: loops that observe, decide, and act on the audience around the clock, and surface only the decisions that need a human.
LinkedIn Micro-Campaigns: Win the Segment, Not the Feed
Broad-reach LinkedIn campaigns work if you have a big budget and patience for 0.4% CTRs. Most growth teams have neither. Here is a segment-by-segment alternative built on live buying signals.
Semantic Layer, Ontology, Context Layer: Why You Need All Three Before Agents Touch Your CDP or Data Cloud
Semantic layer, ontology, and context layer are not the same thing. They solve meaning, agreement, and memory, and the decisioning loop only closes when your stack has all three before agents act on your data.
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.
Why Is My CDP Not Improving Campaign Performance?
Clean data does not improve campaigns on its own. What is missing is the layer that decides who to reach, when, and whether it actually worked.
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.
Deploy Loops, Not Workflows
A workflow executes the same logic every time. A loop learns from every outcome and gets smarter with each cycle. Here is the four-step architecture behind that difference, and why it matters more as buyers get more automated.
The Layer Between Your Data Cloud and Every Activation Surface
A real-time decisioning layer sits between your data cloud and every ad channel, closing the gap reverse ETL and your CDP were never built to close.