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Tagged: The Science of Influence
4 posts
The Science of Influence
Why News Viewers Respond and Entertainment Viewers Don't
Same ad. Same month. Two markets. One got 2,600% lift. The other got 413%. The ad didn't change. The context did.
The Science of Influence
The Measurement Problem Isn't AI — It's Physics
Everyone's racing to fix measurement with AI. But the models assume something physically impossible: that humans respond to ads in zero seconds.
The Science of Influence
Why Does Attribution Suck So Much?
The numbers don't add up. The models assume physics that can't happen. And everybody's too busy fighting over credit to ask what actually happened.
The Science of Influence
Why We're Building the IDE at NEXT90
Two people. Two decades. Two sides of the table. One conclusion: measurement should represent reality, not justify decisions. Why we built the IDE.