Schema Markup ROI: Which Types Actually Move Rankings
A field-evidence audit of which schema.org types reliably move rankings or SERP feature acquisition, and which are tag-soup with no measurable impact.
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Product Philosophy
Research-grade essays on behavioral science, platform economics, and the quantitative machinery of modern marketing, for practitioners who distrust easy answers.
By Murat Ova · 101 essays published
Loading Speed as a Conversion Variable: Lab vs. Field Data
Why Lighthouse lab scores and Core Web Vitals field data disagree, how each correlates with conversion, and when lab optimization fails to translate to field gains.
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Murat OvaThe Mood Index: Reading Affect, Compulsivity, and Identity Signals in Cosmetics E-commerce Baskets
Cosmetics is the only consumer e-commerce category where four clinical psychology mechanisms operate at unusually high intensity at the same time. Each one leaves a distinct fingerprint in checkout data. Standard segmentation models miss most of it.
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Murat OvaTwo-Sided Network Effects Are Dead, The Rise of Multi-Sided Algorithmic Marketplaces
The textbook model of two-sided markets, more buyers attract more sellers attract more buyers, is a relic. The platforms that win today run on algorithmic matching, not network density. The implications for defensibility are profound.
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Murat OvaDynamic Pricing Fairness Audits: A Practitioner Method for Pre-Launch and Continuous Review
Dynamic pricing systems can drift into discrimination without anyone in the team intending it. The audit method is borrowed from credit modeling, adapted for pricing CI/CD, and made boring enough to run every release.
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Murat OvaData Warehouse to BI Layer Arbitration Patterns: Where the Semantic Layer Should Live
An analysis of the architectural debate between BI-tool-as-semantic-layer, warehouse-as-semantic-layer, and headless BI, with the knock-on effects on metric consistency, query cost, and analyst velocity.
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Murat OvaPricing Experimentation Without the Legal Risk: An Operator Framework for Defensible A/B Tests
Price A/B tests are not, by themselves, illegal. Most of the legal risk lies in how the cohorts are formed, what data is used, and what the team can show a regulator a year later. This is the framework that survives the question.
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Murat OvaCurrency Localization and Willingness-to-Pay Differentials
Local-currency presentation moves willingness to pay by 5 to 15% in tested field experiments. The math behind PPP adjustment, the operational complexity, and where the easy framing breaks down for B2B and tax.
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