Latest posts
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When an A/B Test Is Ready to Ship
A test result is not a ship decision by itself. The decision depends on the primary metric, guardrails, data quality, and what the team agreed the result would mean.
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Cohort Analysis for Retention Questions
A retention curve can blur together people who started at very different times. Cohorts give the comparison a shared starting point and make the follow-up question more precise.
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Funnel Metrics That Guide the Next Move
A funnel is only useful when each step connects to a choice someone can make. Start with the transition that is unclear, then check what the metric actually counts.
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SQL Window Functions for Marketing Journeys
A campaign table rarely tells the whole story on its own. Window functions help connect touchpoints, compare activity over time, and keep the analysis readable.