Quantitative Marketing

Podcast: The journey to probabilistic attribution (with Michael Kaminsky)

https://open.spotify.com/episode/1uVqjRevhmdrlR9WO3hsJJ?si=6c6361a78f9d4361 In Episode 2 of Season 2 of the Mobile Dev Memo podcast, I speak with ⁠Michael Kaminsky⁠, the co-founder…

November 15, 2023

How to train your CFO (about probabilistic measurement)

One of the most awkward conversations any marketer will have is when they are asked by their CFO to explain…

October 11, 2023

Understanding conversion optimization in digital advertising

One of the primary innovations in digital advertising over the past few years -- especially as a contributor to commercial…

August 22, 2023

Reprogramming the Broken Marketing Brain

Onboarding a company's management team to a conceptually new method of evaluating the efficiency of marketing spend is no small…

Last-click attribution, deterministic measurement, and Wittgenstein’s ruler

When a marketing team tells me that it can measure advertising contribution deterministically at the level of an individual user…

The emerging marketing economist

In 2016, Apple introduced a hidden privacy feature that became colloquially known within the mobile marketing ecosystem as "IDFA Zeroing."…

February 15, 2023

Integrating a Media Mix Model into a digital marketing workflow

Interest in Media Mix Modeling (MMM) has been invigorated by new and more restrictive privacy norms that limit the availability…

November 2, 2022

Surviving the mobile marketing winter: customer unit economics

This is the third installment in the Surviving the Mobile Marketing Winter series. For the previous two installments, see: Part…

Podcast: Advertising strategy in a recession (with Maor Sadra)

https://open.spotify.com/episode/5KjVtgD867kMUCkENZVUBf?si=3344e10d07bf4947 In this episode of the MDM podcast, I speak with Maor Sadra, the CEO of INCRMNTAL and a returning…

Mobile fingerprinting obstruction: what’s the potential impact?

When Apple's App Tracking Transparency (ATT) privacy policy was initially introduced nearly two years ago at WWDC 2020, most commentators…