FactBase
Insights · Doctrine
Our Philosophy
2 kinds of analytics.
2 different jobs.
Lens 01 · Performance / Monitoring
"Are we on track?"
The scoreboard. Surface metrics that tell us what happened, how much, and how it compares. Built for fast, repeated reads - the kind of numbers leadership glances at on Monday morning to confirm nothing is on fire.
Lens 02 · Insights / Actionable
"What should we do?"
Patterns and drivers behind the numbers - informing how long to run an ad, when to run it, and which creative belongs in rotation at any given moment. Built to change a decision, not just report one.
In practice, the line between the 2 streams is porous - data that looks actionable often leads nowhere, while routine-looking data can carry the quarter's most important signal. The label doesn't decide which job a number is doing; context does - but the 2 objectives stay sharp: watch the engine, find the signal.