Where the reported number and the real behavior came apart.

B2B ordering platforms are where dealer behavior, ERP data, pricing logic, product content, sales workflows, and customer service fallback collide. My work there is less about adding features than about making the system easier to use, measure, and trust: reading segment-level behavior instead of aggregate trends, finding the friction that is not being reported, and building small systems that turn repeated analysis into repeatable workflows. The Shape Under the Average sets out how I interrogate a metric before it becomes strategy.