Data-Driven Attribution Limitations for Small DTC Catalogs
Data-driven attribution silently fails on small budgets without warning.
Priya Nandakumar
Senior Contributor
Priya Nandakumar
Priya spent eight years as a marketing science lead at two mid-market retail brands before moving to independent research and writing. She focuses on how measurement frameworks hold up under real business conditions, with particular attention to the gap between vendor promises and observed outcomes.
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Triangulating Attribution Signals Across Three Measurement Methods
Three measurement methods reveal where traditional ROAS math gets it catastrophically wrong.
Priya Nandakumar
GEO-Based Holdout Tests for Shopify Brands
Platform dashboards overstate ad performance by crediting sales that would have happened anyway.
Priya Nandakumar
Minimum Detectable Effect Sizing for Ecommerce Experiments
Calculate your test's minimum detectable effect before launch, not after.
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