Series · 4 parts

Experiments that work

Designing, running and reading geo tests without fooling yourself.

Experiments that work · 28 Jun 2026 · 3 min read
Design the test before you spend the budget
Power, placebo checks and comparison regions, explained for marketers.
Experiments that work · 16 Aug 2026 · 2 min read
What a placebo test tells you that a p-value can't
Checking your result against places where nothing happened.
Experiments that work · 23 Aug 2026 · 2 min read
Don't peek: why early test results lie
Early results swing. Locking the readout protects the decision.
Experiments that work · 6 Sept 2026 · 2 min read
Holdout tests when the stakes are high
Running geo holdouts when brand risk, compliance and senior attention are real constraints.

Newsletter

Short, practical notes on mix modelling, experiments and the data underneath them. Written for the people who have to defend the budget.