Sample Ratio Mismatch (SRM): How to Detect It
Many product decisions in online companies rest on A/B tests. We show one version of the website to one group
Blog Name
A short description introducing your blog so visitors know what type of posts they will find here.
Measuring Loyalty Program Effectiveness Without Bias
A supermarket chain runs a loyalty program across 180 stores. The program has been live for almost two years, and
Incrementality vs Attribution in Marketing
In 2012, eBay switched off its paid brand search ads on Yahoo and MSN and watched what happened to sales.
Confidence Interval vs Credible Interval: An A/B Test Example
Every statistics handbook covers confidence intervals. And everyone who has ever studied statistics has been confused by the fact that
CausalImpact in Python: Measure Campaign Lift
Some of the most important analytics decisions are made without an A/B test. For example, a marketing campaign can be
Join our newsletter to stay updated
Measuring Loyalty Program Effectiveness Without Bias
A supermarket chain runs a loyalty program across 180 stores. The program has been live for almost two years, and
Incrementality vs Attribution in Marketing
In 2012, eBay switched off its paid brand search ads on Yahoo and MSN and watched what happened to sales.
Confidence Interval vs Credible Interval: An A/B Test Example
Every statistics handbook covers confidence intervals. And everyone who has ever studied statistics has been confused by the fact that
CausalImpact in Python: Measure Campaign Lift
Some of the most important analytics decisions are made without an A/B test. For example, a marketing campaign can be
Where European Giants Fall: The Math Behind Bodø/Glimt’s Champions League Run
On 20 January 2026, Manchester City arrived at Aspmyra Stadion in Bodo for a Champions League group stage game. They
Radar Charts: Why They Mislead More Than They Reveal
Radar charts are a very popular visualisation tool. Recently, Anthropic released one which went viral and was used to visualise
The BlueCo Dividend: Quantifying the Causal Impact of Chelsea’s Takeover on Strasbourg
Has BlueCo’s multi-club vision for RC Strasbourg actually paid off? On the surface, a 7th-place finish and European qualification signal a revolution in Alsace. However, a deeper dive using synthetic control-group modelling reveals a striking paradox: while results skyrocketed, the team’s underlying performance metrics actually declined. This analysis explores how the “BlueCo Lift” relied less on systemic growth and more on a “talent hack”, where the individual brilliance of Chelsea loanees like Andrey Santos and Djordje Petrovic masked a reliance on efficiency over structural quality