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Theory, frameworks, and mental models behind analytics and causal inference.
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Marketing Analytics · 11 min read · April 3, 2026
Causal Inference for Marketing Analysts: Why Prediction Models Won't Tell You If Your Campaigns Work
Marketing analytics is dominated by predictive thinking — propensity scores, churn models, LTV forecasts. Useful, but they can't tell you whether your discount caused a purchase or just correlated with one. Here's the framework you're missing.
Causal InferenceMarketing AnalyticsA/B TestingStatistics
Analytics · 8 min read · March 16, 2025
Time Series Analysis in Web Analytics — The Theory Behind the Trend
Most marketers read traffic charts as pictures. Time series analysis treats them as data — with structure, decomposable components, and testable properties. Here's the theory.
Time SeriesStatisticsGA4Forecasting