Writing

Essays on analytics, measurement, and evidence — every piece sourced to primary references, with the figures that could not be verified left out.

2026

2026-10-25 incrementality Part 2 · Experimentation at Scale

When You Cannot Easily Randomize People: Experimentation in Marketing

Ad experiments cost money, lack power and often cannot randomize people. The designs and standing programs that make marketing incrementality testing routine.

3,247 words 14 min measurement marketing
2026-10-17 brand

The Brand Playbook for the Automated Era

Fifteen years of swings in brand marketing, and what automated ads and ads in AI answers change. A playbook for CMOs on brand, creative and analytics.

4,750 words 20 min creative marketing
2026-10-11 AI

Synthetic Audience Testing: What the Evidence Supports, and How to Do It Well

LLM-simulated respondents get direction and ranking roughly right, and size, spread and subgroups wrong. What the validation studies show, and how to use them.

5,040 words 21 min measurement methodology
2026-09-28 measurement Part 1 · Experimentation at Scale

Faster Building Needs Faster Learning: How Amazon and Netflix Test at Scale

AI makes building faster, but most ideas still lose when tested. What Amazon and Netflix built so faster building turns into faster learning.

1,868 words 8 min methodology engineering culture