Marketing effectiveness
A marketing analytics report for a budget decision: an annotated one-page example
A marketing report that connects sales, attribution, and incremental lift to a budget decision.
Perspectives
Writing & ideas.
Longer reads, specific questions, and work published elsewhere.
Articles
Room to follow an idea
Personal essays and deeper explorations of work and other interests.
Quick takes
Question-led · evidence-backed
A thought, an example, and a point worth considering.
Web & product analytics
The right algorithm isn’t always the newest
How do you group similar website journeys? I used Levenshtein edit distance to compare paths by their differences, choosing an approach that fit the question.
Published elsewhere
Original sources, in context
Articles, conversations, and public work references, with their original publication context.
Perspective · Fast Company
Thinking in possibilities: How simulation (not prediction) prepares us for the future
Exploring how simulation can help us consider possible futures.
Paid content for Huge.
Conversation · Huge
Makers #3: Tradd Salvo & Taylor Smith
A conversation about the relationship between analytics and strategy.
Employer-published conversation.
Public work reference · WARC
Harley-Davidson: Boosting SEO with topic models
A public reference connecting topic modeling and search strategy.
WARC may require a subscription.
Reading in context
Questions & answers.
What will I find in Perspectives?
Perspectives has three spaces: long-form pieces about work and personal interests, concise evidence-led answers to specific questions, and work published elsewhere. Each external reference identifies its publisher and source context.
Where can I read about particular methods?
The Fast Company article explores simulation and possible futures. The Huge conversation looks at analytics and strategy working together. The WARC reference connects topic modeling with search strategy. The original sources provide the fuller context.
What do the source notes tell me?
They distinguish paid content, an employer-published conversation, and a public work reference. They also flag access restrictions and details that still need confirmation, so a link is not taken as evidence of a specific project contribution or outcome.