blog

Notes from the work.

Short pieces on attribution, incrementality, and the methods we use day-to-day.

Apr 22, 2026 · Rasmus
Why last-touch lies for B2B
Last-touch flatters the channel that closes. In a 6-month sales cycle, that's almost never the channel that did the work.
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Apr 8, 2026 · Victor
What incrementality actually measures
Attributed revenue tells you who got credit. Incremental revenue tells you who actually moved the number. They're different questions.
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Mar 19, 2026 · Rasmus
How to read an MMM saturation curve
Three numbers describe a response curve. Once you can read them, you can read the budget conversation entirely differently.
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