The Decision Desk

The Decision Desk

The Decision Desk is Tobin's fortnightly memo on making growth decisions in the age of causal measurement and AI agents — written from the CEO seat, where questions about budget, allocation, and operating model are finally answerable causally, and agents are becoming first-class operators in the loop.

The Measurement Migration Is a Board-Level Decision Now

Jun 18, 2026

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8 min read

The Measurement Migration Is a Board-Level Decision Now

Why the questions about marketing measurement methodology have just escalated from the CMO and CFO into the boardroom - and the three questions every director should now be putting on the quarterly agenda.

Tobin Thomas
Tobin Thomas
Incrementality Is the Only Honest Metric

Jun 8, 2026

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7 min read

Incrementality Is the Only Honest Metric

What "honest" means when the honest answer is that your most expensive channel is underperforming, and why the industry has quietly avoided saying so for fifteen years.

Tobin Thomas
Tobin Thomas
The CFO Is the New Buyer

May 18, 2026

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7 min read

The CFO Is the New Buyer

Why measurement-purchasing decisions are migrating from CMO to CFO, why that's actually good news for serious CMOs, and what it changes about every vendor in this space - including us.

Tobin Thomas
Tobin Thomas
Why I'm Writing This

May 11, 2026

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6 min read

Why I'm Writing This

A founder's letter on why Lifesight walked away from attribution, what Agentic Unified Marketing Measurement means, and why I'm publishing this in public.

Tobin Thomas
Tobin Thomas