Writing
Selected writing.
Public and forthcoming writing on analytics, AI, commercial measurement, and the management choices that determine whether technical systems improve decisions.
A working paper on reconciling planning-level assumptions with model-level promotion response estimates.
A practitioner article on why technically sound AI recommendations often fail to change business performance when authority, incentives, and workflows do not move with the model.
A practitioner piece on how weak counterfactuals can turn targeted response into overstated promotion ROI.
A practitioner piece on how traceable digital touchpoints can be mistaken for incremental commercial contribution.
An academic synthesis, now in active development, on the shared measurement problem behind promotion lift, digital attribution, traceability, exposure, and incrementality.