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
·5 min read
Predicted LTV models: what to demand from vendors
measurement
media buying
·6 min read
The economics of buying your own players back
measurement
·4 min read
Designing a SKAN conversion value schema
measurement
platforms
·4 min read
Android attribution reporting after Sandbox
measurement
media buying
·4 min read
Web-to-app funnels for mobile games
measurement
media buying
·4 min read
Why lower CPI can hide a weaker player cohort
market intelligence
measurement
·7 min read
Ad-revenue and IAP games need different UA maths
measurement
platforms
·6 min read
Modelled conversions: the numbers nobody audits
measurement
·6 min read
Your MMP and your network will never agree
measurement
media buying
·6 min read
The marginal install costs more than your blended CPI
market intelligence
measurement
·4 min read
Ad fraud tooling: the market and what it catches
measurement
media buying
·6 min read