I build CRO programs.Then data replaces debate.
Experimentation · Web Analytics · Conversion Rate OptimizationI work with marketing teams to build the data infrastructure, testing systems, and stakeholder trustthat move organizations from opinion-based to evidence-based decisions.
How I Work
Build the foundation first
Reliable behavioral data before any test is run. If the measurement is not trustworthy, the results are not either.
Design experiments that answer real questions
Every experiment starts with a hypothesis tied to a business outcome, sized for statistical validity, and directed through a cross-functional team.
Connect behavior to revenue
The goal is never a metric movement. It is a business decision the data can defend.
From the Blog
How I Changed the Way a 100-Person Marketing Team Made Decisions
How I Changed the Way a 100-Person Marketing Team Made Decisions What it actually takes to move an organization from opinion to evidence, and…
The Traffic-to-Revenue Question Every Executive Asks, and How I Built the Model to Answer It
The Traffic-to-Revenue Question Every Executive Asks, and How I Built the Model to Answer It How I answered the question most marketing teams avoid…