003
Attribution or Incrementality? It’s Actually Two Different Questions.
The proof you need to make a good decision isn’t the same as the proof you need to claim you caused something to happen.
002
How Much Personalization Is Enough?
A study of how much AI-powered personalization is actually worth building
001
When Consumption Becomes the Customer’s Problem
Seats, usage, and outcomes are different bets on where to put the pricing meter, and each one creates a different job for lifecycle.