About this newsletter

Most analytics are broken. You just don’t know it yet.

Every week, billions of dollars in marketing budget are allocated based on data that’s been modeled, attributed, sampled, and adjusted until it tells the story someone wanted to hear. Dashboards full of green arrows. Reports designed to confirm, not to challenge.

unmodeled exists because I got tired of the bullshit.

I’m Rafa. I’ve spent years building analytics technology — the kind that actually measures what happens, not what platforms want you to believe happened. Along the way, I’ve seen how the industry quietly accepted a broken system: walled-garden attribution, consent-biased data, vanity metrics disguised as strategy.

This newsletter is my attempt to fix that conversation.

Every issue of unmodeled picks apart one idea in business analytics — with no platform agenda, no sponsor influence, and no comfortable narratives.

If a metric is lying to you, I’ll tell you. If a popular framework is flawed, I’ll show you why. If everyone in the room agrees, I’ll be the one asking the uncomfortable question.

Who this is for: Decision-makers. CMOs allocating millions. Founders building on data. C-levels who suspect their dashboards are telling them what they want to hear instead of what they need to know.

If you’re looking for another “top 10 GA4 tips” newsletter, this isn’t it.

If you want someone to challenge how you think about your data — welcome.

→ Question everything. Always.