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Measurement

Posts on B2B measurement, metrics, and the difference between proxy signals and actual goals.

A target bullseye with concentric orange rings on a cream background, with a navy arrow striking the outer ring rather than the center, representing Goodhart's Law in copy optimization.

Buyer Psychology

The Measurement Trap: Why Optimizing the Score Breaks the Thing You Were Scoring

A marketing team A/B tests subject lines, measures open rates, iterates on the winner, runs the next test. Three months in: open rates are up 22%. Reply rate is down. They optimized the score. The score broke.