Work, notes, and
things I've built.

An end-to-end framework for auditing Firebase tracking, aligning iOS and Android events, and restoring reliable funnels and revenue reporting.

A journey analysis uncovering UTM loss, fragmented sessions, cross-device inconsistencies, and conversion friction across the full funnel.

Why a statistically significant win was not enough to ship — segment impact, refund rates, and time decay all told a different story.

A causal analysis comparing reported performance with true incremental impact across paid media audiences and budget allocation.

A monitoring framework for AI-assisted content quality, model risk assessment, and human review workload distribution.