Attribution
Marketing Attribution Modelling: State of the Art in 2026
What are the recent advances and cutting-edge methods in attribution modelling — and how do you tell a genuine improvement from a merely more complicated model?
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Ideas worth your data team's time
Field notes on the modern data stack, analytics engineering, BI and machine learning — written by the people doing the work.
MMM
Why Is Marketing Mix Model (MMM) Validation So Hard? (And Why Most Teams Evaluate It Wrong)
Can you trust your MMM's results and recommendations? The typical mistakes teams make when evaluating MMMs — plus a five-level framework for validating them properly.
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Incrementality
Geo-experimentation in smaller markets: why the US playbook fails (and how to fix it)
Geo-lift playbooks quietly assume you're testing in the US. Here's why they break in smaller European markets — and how to design experiments that hold up.
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MMM
The Granularity Trap: why slicing your MMM data deeper doesn't bring you closer to the truth
More detail isn't more truth. Why slicing MMM data too finely destroys the signal — and how to find the "Goldilocks" granularity that actually drives decisions.
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MMM
Bayesian Priors in MMM: The Good, The Bad, and The Ugly
The "B-word" in marketing measurement, demystified: how Bayesian priors make MMMs actually work — and how they get abused to launder opinions as science.
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