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
market intelligence
measurement
·2 min read
Mobile and PC benchmarks start with different eligibility rules
market intelligence
measurement
·3 min read
A missing genre breakdown is a finding worth preserving
market intelligence
measurement
·3 min read
A rise in paid-install share does not measure incremental demand
market intelligence
measurement
·3 min read
A country’s UA-spend growth is not its return on spend
market intelligence
measurement
·2 min read
AppsFlyer’s creative-volume figure is a capacity reference, not a quota
market intelligence
measurement
·3 min read
AI-assistant queries are not a census of marketer behaviour
measurement
media buying
·3 min read
Moloco app install campaigns: documented MMP, SKAN and registration prerequisites
measurement
media buying
·2 min read
Meta AEM and web-to-app: the eight-event web list is gone; app-destination limits remain
measurement
media buying
·2 min read
View-through window length: how one setting moves attributed revenue
measurement
media buying
·2 min read
Probabilistic plus deterministic rows: do not add them as one truth
measurement
media buying
·2 min read
Network clicks versus MMP clicks: three legitimate reasons they differ
measurement
media buying
·2 min read