data and other dangerous things
why this exists
Hi, I’m Matt or Osetohame, depending on what phase you met me. I work with data, but I’m mostly interested in people. I have a habit of pulling on loose threads. Sometimes they lead to a spreadsheet. Sometimes they lead somewhere stranger. This website is a side effect of that habit.
this is a working notebook — investigations, essays and small experiments about how companies decide, how customers actually behave, and where the numbers stop telling the truth.
no consulting deck gloss. no vendor pitches. just the question, the data, the analysis, and the call that came out of it.
investigations
all →The £2 Million Marketing Mistake · A fictional retailer spends heavily across paid search, social and email. Which channels actually caused the growth?opennot all customers are equal · a subscription business treated every customer the same. the top 8% were paying for the other 92%.openwho will leave next? · a telco was firefighting churn after it happened. a propensity model moved the fight forward by 90 days.open
notes
all →topics
browse →customer intelligence · Understanding who customers are and how they behave.opensegmentation · Grouping customers in ways that drive decisions.openpersonalisation · Tailoring experiences without losing scale.openmarketing measurement · Quantifying what marketing actually does.openattribution · Crediting the channels that earned the outcome.openexperimentation · Learning by deliberately changing things.openforecasting · Estimating what is likely to happen next.opencausal inference · Separating correlation from cause.openpropensity modelling · Predicting who is likely to act.opencustomer lifetime value · Valuing relationships, not transactions.opensingle customer view · One record per person, finally.opendecision science · How organisations choose under uncertainty.open
a publication about decision-making, customer behaviour, and the stories hidden inside data.