Independent Marketing Scientist
Statistical Rigor Meets Marketing Performance
I apply causal inference, Bayesian statistics, and experimental design to quantify the true incremental impact of your advertising—so you can allocate budget based on evidence, not intuition.
Core Methodology
- →Measurement audits: Fix tracking, attribution, and data quality issues in GA4 and ad platforms
- →Controlled experiments: A/B tests, geo holdouts, and incrementality tests to isolate causal effects
- →Statistical modeling: Marketing Mix Models (MMM) and Bayesian inference for cross-channel optimization
- →Repeatable systems: Automated reporting, testing frameworks, and decision protocols for sustained improvement
How I Can Help
Specialized services to optimize your advertising performance across single platforms and your broader cross-channel mix.
Platform-Specific Optimization
Deep work inside individual platforms like Google Ads, Meta, TikTok, and LinkedIn.
Google Ads Managed Service
Full-service Google Ads management for accounts needing dedicated, hands-on optimization.
Learn moreMeta Advertising Strategy
Strategic Facebook & Instagram advertising campaigns backed by rigorous testing and analysis.
Learn moreTikTok Ads Optimization
Performance-focused TikTok advertising with creative testing and measurement rigor.
Learn moreLinkedIn Ads Strategy
B2B-focused LinkedIn campaigns designed to generate qualified leads and pipeline.
Learn moreCross-Channel Measurement & Strategy
Higher-level projects that connect data across platforms and guide budget allocation.
Tracking & Data Foundation Audit
Audit and fix your cross-channel tracking, events, and data structure so measurement is trustworthy.
Learn moreAnalytics Stack & Dashboard Design
Design the metrics and dashboards your team needs on top of GA4, ad platforms and BI tools.
Learn moreExperimentation & Incrementality Testing
Design and analyze experiments and geo tests to quantify true channel lift and impact.
Learn moreCross-Platform Attribution & MMM
Cross-channel MMM and attribution on top of GA4, ad platforms, and tools like Triple Whale or Looker Studio.
Learn moreWhy Marketing Science Matters
Most marketing decisions are made on incomplete data and platform-reported metrics. A rigorous, scientific approach changes that.
Causal Inference Over Correlation
Platform dashboards show correlation. I use controlled experiments, difference-in-differences, and propensity score matching to isolate true causal effects and measure incrementality—what would not have happened without your ads.
Unified Cross-Channel View
Marketing Mix Modeling (MMM) and data-driven attribution cut through last-click bias. By combining historical performance data with Bayesian regression, I quantify each channel's true marginal contribution to conversions and revenue.
Systematic Testing Protocols
One-off optimizations decay. I build testing roadmaps with proper sample size calculations, sequential testing procedures, and automated monitoring—so your team has a repeatable, statistically valid framework for continuous improvement.
Impact & Track Record
Evidence-based results from recent client engagements (2023-2024)
Across 15+ client engagements spanning Google Ads, Meta, TikTok, and LinkedIn
B2B SaaS client via measurement cleanup, audience refinement, and structured testing
E-commerce client through systematic creative testing and budget reallocation
Measurement methodology: Results measured using controlled experiments (A/B tests, geo holdouts) or difference-in-differences analysis with statistical significance testing (p < 0.05). Platform-reported metrics validated against GA4 and server-side conversion data.
Case Study · B2B SaaS
Lowering Google Ads CPA while increasing qualified leads
How a B2B SaaS company aligned GA4 and Google Ads, cleaned up non‑brand search, and used experiments to reduce CPA by 35% while growing pipeline.
Case Study · E‑Commerce
Reducing Meta CPA through systematic creative testing
How a DTC brand built a creative testing framework on Meta, leading to a 42% reduction in CPA and more scalable spend.
Ready to Optimize Your Marketing?
Let's discuss how data-driven strategies can improve your advertising performance.