You just spent $2 million on a new sales training program. The team that took the course showed a 15% lift in performance six months...

Your brand perception report is already a history lesson. Here’s a story I see play out constantly. A major consumer goods company tracks...

That 'sophisticated AI' your team built to predict employee turnover? It might be an illusion. A very expensive, beautifully back-tested...

This is not a philosophical question. It’s a ticking time bomb of liability and broken trust that most companies are sitting on. There’s...

[Note for Non-Portuguese Speakers]: This article is in Portuguese because it invites Brazilian readers to take part on a participatory...

This past year, we’ve journeyed from the halls of EU regulators to the frontiers of AI research and the front lines of business. We’ve...

There are few initiatives that can destroy more capital with less to show for it than a poorly planned data lake. The pitch is always...

That ‘I Agree’ button your customers just clicked… what did they really agree to? In the digital economy, a silent, cynical standard has...

Nine months ago, I started this project with a simple, urgent mission: to fix how we use data in business. We began with a deep dive into...

The response to last week's post on the Synthetic Control Method was incredible. The questions flooding my inbox and past week's...

You’re spending millions on programs, but can you prove they actually work? I’m not talking about pretty dashboards showing a “before...

Your data science team just proposed a "Regression Discontinuity Design" to analyze your new sales program. It sounds impressive. It...

Your firm rolled out a new project management tool in the Strategy department. You compared their change in productivity to the...

Your team needs to know if the new digital invoicing system is truly making them more efficient. You have two standard ways to measure...

In any good consulting project, there comes a moment to pause, review the initial findings with the client, and chart the course for...

To every data scientist, ML engineer, and BI analyst: Your model has a 98% accuracy score. The code is beautiful. The architecture is...

A consulting team advises a retail client to test a new in-store display. They roll out the new display in their 10 best-performing urban stores and compare sales to the 10 worst-performing rural stores. They run the "test" for one week. The result? A beautiful PowerPoint deck showing a 50% lift, leading to a multi-million dollar national rollout. This is analytical malpractice. The two groups of stores were never comparable (selection bias), and a single week of data is mean

This is the most classic form of "Kindergarten Data": you ask for a tool without defining the problem. The result? A "dashboard graveyard." Your team spends weeks building a beautiful, complex dashboard with 50 filters. You look at it, get overwhelmed by charts and numbers that don't lead to a clear decision, and after two weeks, you stop opening it. The data team is frustrated. You’re disappointed. And a massive amount of time and money has been wasted creating a useless

I've been in the trenches of sales and marketing for decades, leading teams at giants like Itaú, Stone, and Alura. I’ve seen the sheer...