How we work out what is actually happening
Most applied analytics fails at choosing the method, not at running it. This page is about that choice.
How we work, in 6 short parts. Start anywhere.
1 of 6 · 1 minute read
People do not always do what they say they do
That sentence sounds obvious and it is the reason most marketing research is weaker than it looks.
Read this part →2 of 6 · 1 minute read
Most of a purchase happens where nobody is looking
The buying decision runs through recognizable stages, and the amount of evidence available at each one is wildly uneven.
Read this part →3 of 6 · 1 minute read
The method is the decision that matters
Nearly every serious mistake we see in applied analytics is a method-selection error rather than an execution error — a predictive model answering a causal question, a significance test run on data that breaks its assumptions, a segment built from a variable that does not drive anything.
Read this part →4 of 6 · 1 minute read
What we actually use
Analytics accounts, event data, search console, server logs, session and heatmap tools, marketplace search data, and the client’s own order history — usually the most underused dataset in the building.
Read this part →5 of 6 · 1 minute read
What we will not claim
Findings do not get edited on the way to the client. Independence is the whole reason an outside assessment is worth anything, and if a finding gets softened it stops being useful to anybody.
Read this part →6 of 6 · 1 minute read
Twenty-five years, then the method
Experience without method produces confident guesses. Method without experience produces a framework applied by somebody who has never had to make payroll from a website.
Read this part →
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