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Articles & Insights

Long-form thinking on measurement science, business intelligence, analytics strategy, and data storytelling.

November 10, 2025· 4 min read

Why Last-Touch Attribution Is Quietly Lying to Your Marketing Team

Last-touch attribution feels intuitive — give credit to the channel that closed the deal. But this logic systematically misfires, and your budget decisions are paying the price.

AttributionMeasurementOpinion

October 2, 2025· 6 min read

How to Build Dashboards That Executives Actually Use

Most dashboards are built to impress, not to inform. Here is a framework for designing executive-facing analytics that drives decisions rather than gathering dust.

BIData StorytellingLeadershipPower BI