Research
The math behind the verdict
How ROIS decides — honest statistics, real benchmarks, and why we don't reach for machine learning.
Why statistical honesty beats a confident guess
Most ad tools hand you a confident number even when the data can't support it. Here's why 'insufficient signal' is often the more useful answer — and how to know when you have enough data to trust.
2026-06-18Bayesian statistics vs. machine learning for ad-spend decisions
Machine learning needs mountains of data to find patterns. For small accounts, Bayesian statistics gives a more honest answer from far less. Here's the practical difference.
2026-06-17