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Oliver Buchannon
Tobin Thomas

Co-Founder & CEO, Lifesight. Fifteen years rebuilding marketing measurement around causal evidence.

Why I'm Writing This

May 11, 2026

•

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

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.

© 2026 The Decision Desk.
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