Field notes
Working notes on measurement, channel decisions and the evidence behind the next move.
Featured note incident diagnosis
Stop asking why CPI increased. Ask what moved it.
Decompose the movement, localize its contribution and remove most wrong explanations before opening a broad investigation.
Read the note+Δlog(CPM)
−Δlog(CTR)
−Δlog(CTI)
All notes
SATURATED EDGE
Can You Cut 15% From This Channel Without Losing Sales?
CUT EDGE / SMALLER EDGE / RETEST
02 AUG 20269 MIN06
CHANNEL TRIAGE
Low ROAS Is Not a Cut Decision
ONE INVESTIGATION ROUTE
02 AUG 20268 MIN05
RESPONSE CURVES
A Model Can Always Draw a Response Curve. Can Your Data Reveal One?
FIVE READINESS ROUTES
02 AUG 20269 MIN04
MEASUREMENT
When Is Attribution Enough—and When Do You Need Incrementality or MMM?
MINIMUM NEXT CAPABILITY
01 AUG 20269 MIN03
CHANNEL CUT
Attributed ROAS Fell. Should You Cut the Channel?
CREDIT VS BUSINESS LOSS
01 AUG 20268 MIN02
CAUSAL CLAIM
Can Your MMM Support a Causal iROAS Claim?
SIX-GATE RELEASE
01 AUG 202610 MIN01
INCIDENT DIAGNOSIS
Stop Asking Why CPI Increased. Ask What Moved It.
CONTRIBUTION ROUTE
01 AUG 20268 MIN