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Insights Library

Thoughts on data, strategy, and engineering.

Insight
Jul 20, 2026 8 min read

Why Last-Click Attribution is Killing Your Ad Efficiency

Here is a scenario I see constantly with ecommerce businesses that are spending serious money on ads.

Attribution Marketing Analytics ROAS
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Insight
Jul 15, 2026 11 min read

A Beginner's Guide to RFM Segmentation in SQL

Most businesses have more customer data than they know what to do with. They can tell you total revenue, average …

SQL RFM Customer Segmentation
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