Method note / Causal measurement
The sales you were going to get anyway
A practical framework for separating reported conversions from the demand an investment actually caused.
- Incrementality
- Causal measurement
- Paid media
Tangentix Research / Methods and field notes
Methods for decisions that survive scrutiny.
Research mandate / 01
Expose the counterfactual, assumptions, uncertainty, and decision rule behind the recommendation.
No trend summaries. No AI spectacle. No precision unsupported by the evidence.- Editorial owner
- Tangentix Research
- Publication unit
- 4 method papers
- Record floor
- Revision, review date, and primary-source check
- Attribution boundary
- Organization-led publication until individual approval
Research domains
Four places reporting fails to settle the commercial question.
- 01
Causal measurement
Decision it informsWhat demand can the intervention credibly claim?Separate observed movement from the effect an intervention earned.
- 02
Media economics
Decision it informsWhere can the next dollar still earn incremental return?Move from average channel reporting to marginal portfolio decisions.
- 03
Enterprise experimentation
Decision it informsWhat should enter controlled exposure first?Turn behavioral evidence into a governed learning portfolio.
- 04
AI discovery
Decision it informsWhich evidence gaps suppress priority AI citations?Connect visibility, citations, authority, and commercial relevance.
Latest paperR / 001Jul 10, 2026
Inspect the working evidence behind the method.
A sanitized methodology deliverable shows the layers required before reported demand becomes an incrementality recommendation.
Approval record Real methodology / anonymized evidence
Decision docket Approval record / source deliverable A recommendation remains distinct from authorization and realized outcome.
Source record / TX-BRIEF-INC-01 Executive decision record Curated source deliverable / decision artifact, not a live product view
Open evidence record Executive brief / TX-BRIEF-INC-01
- Artifact
- Executive brief
- Evidence status
- Real methodology / anonymized evidence
- Record ID
- TX-BRIEF-INC-01
- Record
- Sanitized client methodology / values withheld
- Decision question
- How much reported demand was earned rather than already likely?
A real anonymized methodology deliverable. Five independent analytical layers are combined before an incrementality recommendation is made.
Publication register
Every paper carries an inspectable research record.
The latest paper is featured above. This complete register keeps the question, method, publication revision, and review date attached to every published argument.
Method note / Causal measurement
Read The sales you were going to get anyway
A practical framework for separating reported conversions from the demand an investment actually caused.
Research brief / Media economics
Read ROAS is not a capital-allocation system
Why average channel efficiency cannot answer where the next dollar should go—and what a decision-grade alternative requires.
Field note / Enterprise experimentation
Read A purchase path is not a funnel
How cross-channel path analysis turns an averaged conversion funnel into a ranked, testable growth agenda.
Research brief / AI discovery
Read AI visibility is a citation system
Why prompt rankings alone cannot explain AI recommendation—and how to connect visibility, sources, evidence gaps, and commercial action.
The Tangentix standard
Every finding must be attached to a decision.
- 01 / Counterfactual
- What would plausibly happen without the intervention?
- 02 / Uncertainty
- Which assumptions can change the conclusion?
- 03 / Commercial hurdle
- What effect is large enough to matter?
- 04 / Action
- What will the business fund, stop, or test next?
Apply the research
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We will identify the strongest feasible evidence design and whether the answer warrants deeper work.
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