Isaac Turner
Measurement Editor
Isaac writes about experimentation, cohort quality, incrementality, and the practical limits of attribution. He is interested in decision systems that remain useful when the data is incomplete.
More articles from isaac-turner
measurement
media buying
·2 min read
MobilityWare: splitting UA and creative still requires a shared acceptance contract
measurement
media buying
·2 min read
Mamboo Games: define migration acceptance before celebrating a growth change
measurement
media buying
·2 min read
Magic Tavern: require placement evidence before making CTV a performance channel
measurement
media buying
·2 min read
Karma Game: faster budget changes need a slower evidence gate
measurement
media buying
·2 min read
IsCool: do not let purchase revenue stand in for a hybrid game's value
measurement
media buying
·2 min read
INDIEZ: custom metrics need versioned definitions, not just editable formulas
measurement
media buying
·3 min read
Hyper Hippo: a returning-player comparison is not a remarketing holdout
measurement
media buying
·2 min read
A23 Rummy: deep-link success needs a destination-level acceptance test
measurement
media buying
·2 min read
Goodgame: deduplication restores a decision, but it does not create a player
measurement
media buying
·2 min read
Game District: a profitable country average can hide an unprofitable expansion
measurement
media buying
·3 min read
Merge Gardens: keep a later receipt-validation change out of an earlier result
measurement
media buying
·2 min read