Why do “great numbers” sometimes feel dangerous?
User counts explode. Conversions exceed forecasts. Channels look wildly efficient. Based on this, decisions are made:
• scaling
• bonuses
• ownership
I’ve seen careers built — and damaged — on these numbers.
Where does the illusion start?
Deduplication errors quietly inflate reality. One user becomes two. One conversion becomes many. Reports look better, decisions follow — until reality catches up.
Then the system stays invisible. People don’t.
What usually gets underestimated?
Deduplication isn’t a technical nuance. It’s the foundation of trust. Errors at the identity level scale into management mistakes.
How I make it visible early
I treat deduplication as a first-class metric:
• duplicate share
• ID collision rates
• stitching scenarios
These numbers must be visible 'before' decisions are made — not after consequences appear.
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