We don’t make your decisions. We give you what you need to make them.
The role of The Measurement Lab is not to hand you an answer. It’s to give you everything you need to choose for yourself — with clarity instead of guesswork.
Every engagement produces a complete, evidence-based view of your situation: the options on the table, the tradeoffs between them, and the confidence level behind each path. You decide, with expert guidance — rather than being told what to do and left wondering what you missed.
A client who sees the full tradeoff space and chooses their path is more confident than one who was handed a verdict. Showing the options is the rigor.
The gap I’ve spent my career closing
Every measurement engagement I’ve run comes down to one question: what will this person do differently once they see the result? Measurement that doesn’t change a decision isn’t worth much. Closing the distance between a good analysis and a decision that actually moves money is the thread through every role I’ve held — and it’s what this practice is built to do.
Three seats at the table
Nine years at Razorfish and MediaCom, across thirteen-plus brands — nearly every industry, marketing objective, measurement vendor, and methodology, always with a cross-channel view. I built the measurement standards the department ran on, and learned the only lesson that matters: an insight without a clear “so what” doesn’t survive contact with a real decision.
Head of Measurement and Data Strategy at WeightWatchers, owning mix modeling, attribution, and experimentation end-to-end — and embedding all of it into financial planning. I got Finance to anchor budget decisions on model outputs instead of gut feel and prior-year actuals. That’s not a measurement win; it’s an organizational one, and it only happens when you build around the decision, not the methodology.
Marketing Science at Meta — the platform that pioneered experimentation in digital and still runs one of the most sophisticated measurement stacks in the industry. I helped enterprise advertisers across tech, retail, telecom, and eCommerce maximize the value of a single platform: designing and running the experiments, calibrating the reads, interpreting the models, and conducting advanced analysis. When the existing tools couldn’t answer a client’s question, I built the ones that could.
Advice about measurement usually comes from someone with a stake in the answer. Fourteen years in every seat is what makes the judgment independent.
How I work
One number beats a methodology argument.
When a brand was still leaning on last-touch attribution, I didn’t argue the theory — I showed that only a small fraction of purchases had a click anywhere in the journey. The number ended the debate; calibration followed, and measured conversions multiplied.
The inconvenient read, with a path forward.
When a brand’s model performance was slipping and the easy story was “the market,” I found the real cause was internal — and said so. Honesty without a next step is just bad news; paired with a fix, it’s the most useful thing you can offer.
Plain language, always.
No one should have to speak measurement to make a measurement decision. Diminishing returns is just watering a plant: the first glass helps a lot, the fifth helps little, the tenth hurts. Once a CFO sees where their spend sits on that curve, the tradeoffs are obvious.
Measurement work across
- Financial Services
- CPG & Beverage
- Pharma & Healthcare
- Retail & DTC
- Tech & Consumer Electronics
- Travel & Hospitality
- Home Services
- Telecom & Energy