Writing

Analytics is the day job. This is the rest.

Cycling, food, travel, and the occasional thought about data that wouldn't fit anywhere else.

[Why your GA4 and warehouse numbers will never match exactly]

[The real cost of a dashboard nobody trusts]

[What ten years of being the translator in the room taught me]

[A field guide to attribution disagreements]

[Why "we need a dashboard" is rarely the real request]