Melbourne-based analytics, data products and applied AI grounded in 10+ years of commercial experience.
Work & Technology.
All insightsNotes on the tools I build and how AI is changing analytical and creative work. Shorter and more opinionated than the method articles, covering side projects like SplitPea and Pantrify alongside observations on hiring and working across disciplines.
Where SplitPea Fits Alongside GA4 and Microsoft ClarityGA4 shows what happened and Clarity shows how people behaved. Neither can tell you whether a change caused a better result, which is the gap SplitPea was built to fill.
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I Built Pantrify in 15 Minutes Because I Refused to Pay $5 a Month for a Shopping ListMy partner and I kept texting shopping lists back and forth. When shared-list apps wanted a subscription, I built Pantrify instead.
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Keeping Brand Voice Consistent Gets Harder Than It SoundsKeeping a handful of pages consistent is manageable. Keeping 58 landing pages, 17 products and 104 blog articles sounding like the same brand is a different problem.
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The Best Thing AI Has Done for Me Is Let Me Be Bad at More ThingsAI hasn’t made me an expert in every discipline. It has made me competent enough across several of them to keep building, learning and moving.
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The Job Application Process Is Now Two AIs Lying to Each OtherCandidates use AI to tailor applications while employers use AI to screen them. Everyone is acting rationally, and the system is getting worse.
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