work · case studies
The evidence behind the outcomes. Each entry is a real project, with the decisions and the numbers that came out of it.
all case studies
- Lead scoring: fixed tiers to a decile model decile model · designed, months from launch in flight
- Chat was never built to capture leads. It was capturing them anyway. ~98% never reached the CRM · automation rolling out in flight
- AI SMS engagement: the 10× cheaper vendor, chosen on evidence >10× cheaper vendor · randomised holdout in flight
- Call tiers: proving the bottom tier was not worth calling 27.8% → 0.7% effort on bottom tier · conversion held in flight
- From coverage to intent: who to call first coverage → intent · the first lead tiers in flight