About Media Scientist
I'm Rob Griffiths. I work in digital media, and this site is my working notebook.
"Media science" is the name I use for an attitude more than a job title: treating the claims our industry runs on - about attribution, about tagging, about what ranks and what converts - as hypotheses to be tested rather than truths to be repeated. Digital marketing produces enormous amounts of data and surprisingly little evidence. The gap between those two things is what I write about.
What you'll find here
- Analytics and measurement - GA4, attribution, incrementality, and the difference between measuring activity and measuring effect
- Tag management and data infrastructure - GTM, consent, server-side tagging, and the collection decisions that quietly determine what you can know
- Search and AI discovery - SEO as it collides with AI-generated answers, and what discoverability means when the reader might be a model
- Media strategy - budget and channel decisions treated as experiments with costs and error bars
The standards
The full version lives in the editorial policy, but in short: opinions here are mine and clearly flagged as opinions. Factual claims are cited. When I run a test, I write down what the result was - including when it is inconvenient for the argument I wanted to make. When I change my mind, the post gets updated and says so.
An AI research assistant helps me monitor industry news and drafts background briefs; the AI use disclosure explains exactly how that works. Nothing is published without my review and sign-off.
The views on this site are my own and not those of any employer or client. The site collects as little data about you as a measurement blog can get away with - the privacy policy has the specifics.