I pull threads to find the gaps other people summarize away.
I study the gaps between what systems report and what people actually do, across B2B ecommerce, product strategy, analytics, and operations.
Pulling Threads
Essays, field notes, and reflections on the layer between data and decisions.
The Last Mile Is Where Demand Changes Hands
"We expected to find a tail of bad sites. We found the median."
The Thread That Wouldn't Let Go
A field note on what soft demand reveals about the layer between data and decisions.
The Shape Under the Average
Five patterns for reading the shape underneath aggregate metrics before the number becomes the narrative.
Built to Be Found
Part 1 of The Digital Handshake series. A field guide to how performance, mobile usability, and technical trust determine whether your website earns the visit.
How I Think
Reporting explains what happened. I focus on what is hiding underneath the average.
Aggregate view
Self-service rate is stable at 51%.
Behavior view
Some accounts are fully digital. Some never use the platform. The middle is smaller than expected.
A 51% self-service rate can hide customers who are either fully digital or not digital at all.
Cart revisits may not mean abandonment. They may mean the cart is being used as a calculator.
Search behavior, order source, and support fallback need to be read together.
Work
What I Work On
Platform
B2B Commerce Platforms
B2B ordering platforms are where dealer behavior, ERP data, pricing logic, product content, sales workflows, and customer service fallback all collide. My work there is less about adding features and more about making the system easier to use, measure, and trust.
Research
Showroom Standard
Showroom Standard is the research and diagnostic layer for dealer website performance. It measures the local layer of the customer journey, especially the point where manufacturer demand turns into a dealer website experience.
Analytics
Behavior Intelligence
Most analytics describe aggregate trends. I focus on the segment-level behavior that drives them, the friction that is not being reported, and the operational signals that show up before metrics do.
Systems
Applied AI
I use AI to structure messy intake, preserve context, classify signals, and turn repeated analysis into repeatable workflows. Small systems that make messy inputs easier to inspect, challenge, and use.
Revenue & Behavior Audit
When the metrics look healthier than the revenue feels.
I run focused audits for B2B platforms that find where customer behavior and dashboard reporting disagree, and where to act.
Learn more →Work with me
I run friction audits for B2B commerce platforms and dealer networks: a focused look at the gap between what the platform reports and what customers actually do, and where demand quietly leaks out along the way. If that is a problem you are carrying, I would like to hear about it.