AOV Decomposition for Merchandising Decisions
Breaking down AOV into units, price, and discounts reveals which team should fix what.
Tobias Wehrle
Data Editor
Tobias Wehrle
Tobias trained as an econometrician at the University of Mannheim and worked for nearly a decade building forecasting systems for European grocery and logistics companies. His writing translates quantitative methodology into operational guidance for commerce and analytics teams.
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Interpreting Incrementality Test Results With Noisy Baselines
How to fix noisy baselines before incrementality tests fall apart.
Tobias Wehrle
Ghost Ad Holdout Design for DTC Paid Social
Ghost ads measure true ad impact by withholding exposure while preserving auction conditions.
Tobias Wehrle
Selection Bias in Engagement-Based Lift Claims
Engagement-based lift claims measure shopper intent, not the tool's actual impact on sales.
Tobias Wehrle
Incrementality Testing for On-Site Conversion Tools
Holdout tests reveal most on-site conversion tools overstate their impact.
Tobias Wehrle