We are a community of analytics and marketing professionals committed to making marketing attribution accessible,
affordable, and effective for every brand.
Our collective experience spans many industries and areas of expertise, creating a vast collection of attribution knowledge and information that feeds the M-Squared marketplace. By bringing together the best minds and solutions across the industry, M-Squared enables customers to identify the combination of advanced attribution training, content, and services that is just right for them.
Embark on the full life cycle of attribution projects with our suite of services. From attribution audits and incrementality tests to marketing mix modeling and in-house advanced attribution reporting, we break down the science of attribution into bite-sized pieces.
High integrity content meets an unmatched learning experience through live, interactive and self-paced coaching modules, developed and presented by industry leaders.
Attribution plays a crucial role in the way we interpret our goals as brands.
We need it to measure our successes and short falls and use it as a marketing north star. It allows us to pivot and
adjust our sails when
needed in order to hit our targets more accurately.
The main focus of attribution is to determine which channels and messaging impacts decisions to convert a lead or
take the desired
next step. We use various attribution models to determine how, where, and when a consumer interacts with brand
messages allowing
your marketing teams to alter and customize campaigns accordingly.
MEET OUR M-SQUARED EXPERTS
Our experts are here to elevate your attribution game, whether you’re refining strategies or just starting out.
Book a session to unlock effective attribution secrets and get matched with the perfect advisor to meet your goals.
MEET Madan Bharadwaj
Advanced Attribution Expert
Measured, Visual IQ/Nielsen, Nanigans, Dentsu Aegis, Mathworks
Madan is a leading expert in advanced marketing measurement systems. Over 15 years and 4 attribution startups, he has brought breakthrough innovations like multi-touch attribution and incrementally testing to market that is helping marketers navigate away from last click attribution.Marketers now have a glut of attribution tools at their disposal, but have very little expertise in how to apply the science and tools of attribution to brands and create business outcomes. If marketers ventured to learn about attribution in the wild, they'll encounter a sea of attribution content generated by vendors which are self-promotional - it's like "trying to learn about cars reading a Lexus brochure".
MEET Payman Sadegh
Data and Marketing Science Leader
Nielsen, Visual IQ, White House Presidential Innovation Fellow, Sikorsky Aircraft, Bain
Payman is a data science executive with over 20 years of experience and served as Chief Data Officer at Cushman & Wakefield and GSA. Expert knowledge of machine learning/AI, predictive analytics and marketing analytics and has the track record of innovation and capability building from the ground up Extensive client facing experience and track record of delivering value through advanced analytics in several industries (Financial Services, Healthcare, Internet, Retail, CPG, Telecom, Automotive, Aerospace, Education etc.).
MEET Gail Buffington
Marketing & Analytics Leader
MilliporeSigma, Soft Surroundings, US Army
Experienced analytics and marketing executive proficient in market research, business analytics, market intelligence, communicating the vision, developing customer solutions, and project management. Skilled at developing and executing go-to-market strategies. Knowledge and understanding of market dynamics, industry trends, risks, identifying customer needs, new product development, and product lifecycle management.
MEET Paul Baumgarthuber
CMO, Laseraway
LaserAway, Many Ventures in Digital Marketing
Paul is a seasoned Chief Marketing Officer at LaserAway with a proven track record of bringing innovative products to market. With a degree in Management Information Systems from the University of Arizona, Paul has demonstrated his entrepreneurial spirit by starting three successful companies and has gained valuable insights into entrepreneurship and business management.
MEET Allison Lichtenberg
Programmatic Media Expert
Measured, Collective, Hearst, Accordant Media, Nickelodeon
Allie is a programmatic expert with more than ten years experience across digital media and advertising with experience in optimizing campaign performance across more than thirty different buying platforms for a variety of industries including retail, CPG, DTC, travel, pharma, auto and finance. She is also trained in media analytics and has optimized display, social, and video to a variety of advanced attribution metrics including incrementality, MTA, and MMM. In addition to campaign optimization, Allie is passionate about process design and helping cross-functional teams work together harmoniously.
MEET Palaniappan Ramu
Uncertainty & Design of Experiments researcher
Associate Professor, Indian Institute of Technology, Chennai
Teaching/ research experience working on problems that require probabilistic formulations. Optimization under uncertainties with scarce data analytics is my specific interest. That is, to arrive at wise engineering decisions using limited/ scarce data. This data could be from physical experiments, computer simulations or by solving expensive numerical/analytical formulations. Specialties: Optimization, Design Under Uncertainties, Surrogate based modelling, Risk/Reliability based engineering design Education : B.E in Mechanical Engg, PhD in Aerospace
MEET Cara Manion
CRM Measurement Expert
Measured, Oracle, Sports Authority, Retail Marketer
Cara, known to be super high energy, passionate, and driven for results. Her mission is to work with industry leading technology companies to build products that users love. In her 15+ years of experience across Retail, eCommerce, Marketing, and Technology she has curated her unique skills into a passion for simplifying complex problems into easy to use products that end users can self-service.
MEET Ellen Pullman
Direct Marketing Veteran
Gardens Alive, Johnson Smith Company
Direct Marketing Veteran
Gardens Alive, Johnson Smith Company
Ellen offers consulting services to omnichannel organizations that want to maximize their ROI, integrate their systems, leverage their data, and optimize their customer file. With over 20 years of leading IT and Marketing teams, she has developed deep expertise in project management, strategic planning, analytics, circulation, segmentation, customer retention, acquisition, and data-driven decision making
MEET Mariappan Subramanian
Data Scientist | Marketing Mix Modeler
Ex-Nielsen / Visual IQ
10+ years of experience in Marketing Effectiveness models like Multi Touch Attribution (MTA), Incrementality based Attribution models, Marketing Mix Models (MMM), and TV Attribution models. Key areas – Statistics, Causal Inference, Multi Touch Attribution (MTA), Bagged Logistic Regression, Linear Regression, Propensity Score Model, Adstocking, Half-life, Forecasting, Clustering, Outlier Detection, Seasonality, ANOVA Tools – PySpark, Spark DataFrames, SQL, Apache Airflow, Python, AWS, Git, Source tree, Excel
MEET Ken Sheehan
Geographic Information Systems Expert
US Geological Survey, University of New Hampshire, West Virginia University, GIS Entrepreneur
Ken founded KnoWhere which is a data driven company providing business intelligence focused on geo-spatial modeling, predictive business analytics, and business pattern identification. Ken leverages internal and external data for increased efficiencies in advertising, targeting in a world without cookies, and risk mitigation in marketing and growth efforts.
MEET Keary Phillips
Chief Marketing Officer
TAG - The Aspen Group, Allstate, Fidelity, Discover, Angie’s list
Keary is a digital/performance marketing maven and e-commerce innovator, with over 20 years of experience across different industries, including healthcare, insurance, financial services, home services, and CPG. Keary’s unique skill set combines strategic marketing expertise and technology aptitude to drive positive ROAS & EBITA. Keary emphasizes the importance of continuous improvement in marketing through rigorous testing, analysis, and refinement. His collaborative leadership style fosters high-performing teams, driving significant market share and revenue growth. His expertise spans strategic e-commerce planning, performance analytics, marketing automation (CRM), paid media (digital & offline), and SEO. Keary is dedicated to nurturing talent and achieving tangible results. He is certified in advanced attribution and analytics as a foundation for driving incremental revenue.
MEET David Yin
Marketing Leader & Consumer Insights Expert
Labcorp, Ancestry, Fitbit, Eventbrite, Clorox
David Yin is a Fractional CMO/marketing & strategy consultant with two decades experience and unique expertise at the intersection of consumer, health, and technology. He has developed and implemented marketing and product strategies at organizations ranging from early-stage startups to Fortune 500 companies. David initially specialized in building and scaling consumer research & strategy functions for high growth brands (Fitbit, Ancestry, Eventbrite) in new product categories (wearables, DNA testing). As a VP at Labcorp, he led the direct-to-consumer diagnostics business, its fastest growing segment, and established the company's first consumer strategy, including product roadmap, portfolio pricing strategy, and marketing plan. Most recently, David was the Chief Marketing Officer for Proclaim, an early-stage health tech startup, launching products D2C as well as B2B2C. He received a Masters in Biological Engineering and a Bachelors in Chemical Engineering from the Massachusetts Institute of Technology. David lives in San Francisco and serves on the board of trustees for the Oakland Museum of California.
MEET Dave Lokes
Veteran Retail CMO
Oriental Trading Company, Foot Locker, Champs Sports
Dave Lokes brings a wealth of expertise in digital marketing and data-driven strategy to his instructional role. He has honed his skills in blending traditional retail marketing with digital advancements. His approach to teaching is rooted in real-world experience, focusing on how to integrate e-commerce strategies with physical retail operations, and how to leverage data for personalized customer experiences.
MEET Madan Bharadwaj
Advanced Attribution Expert
Measured, Visual IQ/Nielsen, Nanigans, Dentsu Aegis, Mathworks
Madan is a leading expert in advanced marketing measurement systems. Over 15 years and 4 attribution startups, he has brought breakthrough innovations like multi-touch attribution and incrementally testing to market that is helping marketers navigate away from last click attribution.Marketers now have a glut of attribution tools at their disposal, but have very little expertise in how to apply the science and tools of attribution to brands and create business outcomes. If marketers ventured to learn about attribution in the wild, they'll encounter a sea of attribution content generated by vendors which are self-promotional - it's like "trying to learn about cars reading a Lexus brochure".
MEET Payman Sadegh
Data and Marketing Science Leader
Nielsen, Visual IQ, White House Presidential Innovation Fellow, Sikorsky Aircraft, Bain
Payman is a data science executive with over 20 years of experience and served as Chief Data Officer at Cushman & Wakefield and GSA. Expert knowledge of machine learning/AI, predictive analytics and marketing analytics and has the track record of innovation and capability building from the ground up Extensive client facing experience and track record of delivering value through advanced analytics in several industries (Financial Services, Healthcare, Internet, Retail, CPG, Telecom, Automotive, Aerospace, Education etc.).
MEET Gail Buffington
Marketing & Analytics Leader
MilliporeSigma, Soft Surroundings, US Army
Experienced analytics and marketing executive proficient in market research, business analytics, market intelligence, communicating the vision, developing customer solutions, and project management. Skilled at developing and executing go-to-market strategies. Knowledge and understanding of market dynamics, industry trends, risks, identifying customer needs, new product development, and product lifecycle management.
MEET Paul Baumgarthuber
CMO, Laseraway
LaserAway, Many Ventures in Digital Marketing
Paul is a seasoned Chief Marketing Officer at LaserAway with a proven track record of bringing innovative products to market. With a degree in Management Information Systems from the University of Arizona, Paul has demonstrated his entrepreneurial spirit by starting three successful companies and has gained valuable insights into entrepreneurship and business management.
MEET Allison Lichtenberg
Programmatic Media Expert
Measured, Collective, Hearst, Accordant Media, Nickelodeon
Allie is a programmatic expert with more than ten years experience across digital media and advertising with experience in optimizing campaign performance across more than thirty different buying platforms for a variety of industries including retail, CPG, DTC, travel, pharma, auto and finance. She is also trained in media analytics and has optimized display, social, and video to a variety of advanced attribution metrics including incrementality, MTA, and MMM. In addition to campaign optimization, Allie is passionate about process design and helping cross-functional teams work together harmoniously.
MEET Palaniappan Ramu
Uncertainty & Design of Experiments researcher
Associate Professor, Indian Institute of Technology, Chennai
Teaching/ research experience working on problems that require probabilistic formulations. Optimization under uncertainties with scarce data analytics is my specific interest. That is, to arrive at wise engineering decisions using limited/ scarce data. This data could be from physical experiments, computer simulations or by solving expensive numerical/analytical formulations. Specialties: Optimization, Design Under Uncertainties, Surrogate based modelling, Risk/Reliability based engineering design Education : B.E in Mechanical Engg, PhD in Aerospace
MEET Cara Manion
CRM Measurement Expert
Measured, Oracle, Sports Authority, Retail Marketer
Cara, known to be super high energy, passionate, and driven for results. Her mission is to work with industry leading technology companies to build products that users love. In her 15+ years of experience across Retail, eCommerce, Marketing, and Technology she has curated her unique skills into a passion for simplifying complex problems into easy to use products that end users can self-service.
MEET Ellen Pullman
Direct Marketing Veteran
Gardens Alive, Johnson Smith Company
Direct Marketing Veteran
Gardens Alive, Johnson Smith Company
Ellen offers consulting services to omnichannel organizations that want to maximize their ROI, integrate their systems, leverage their data, and optimize their customer file. With over 20 years of leading IT and Marketing teams, she has developed deep expertise in project management, strategic planning, analytics, circulation, segmentation, customer retention, acquisition, and data-driven decision making
MEET Mariappan Subramanian
Data Scientist | Marketing Mix Modeler
Ex-Nielsen / Visual IQ
10+ years of experience in Marketing Effectiveness models like Multi Touch Attribution (MTA), Incrementality based Attribution models, Marketing Mix Models (MMM), and TV Attribution models. Key areas – Statistics, Causal Inference, Multi Touch Attribution (MTA), Bagged Logistic Regression, Linear Regression, Propensity Score Model, Adstocking, Half-life, Forecasting, Clustering, Outlier Detection, Seasonality, ANOVA Tools – PySpark, Spark DataFrames, SQL, Apache Airflow, Python, AWS, Git, Source tree, Excel
MEET Ken Sheehan
Geographic Information Systems Expert
US Geological Survey, University of New Hampshire, West Virginia University, GIS Entrepreneur
Ken founded KnoWhere which is a data driven company providing business intelligence focused on geo-spatial modeling, predictive business analytics, and business pattern identification. Ken leverages internal and external data for increased efficiencies in advertising, targeting in a world without cookies, and risk mitigation in marketing and growth efforts.
MEET Keary Phillips
Chief Marketing Officer
TAG - The Aspen Group, Allstate, Fidelity, Discover, Angie’s list
Keary is a digital/performance marketing maven and e-commerce innovator, with over 20 years of experience across different industries, including healthcare, insurance, financial services, home services, and CPG. Keary’s unique skill set combines strategic marketing expertise and technology aptitude to drive positive ROAS & EBITA. Keary emphasizes the importance of continuous improvement in marketing through rigorous testing, analysis, and refinement. His collaborative leadership style fosters high-performing teams, driving significant market share and revenue growth. His expertise spans strategic e-commerce planning, performance analytics, marketing automation (CRM), paid media (digital & offline), and SEO. Keary is dedicated to nurturing talent and achieving tangible results. He is certified in advanced attribution and analytics as a foundation for driving incremental revenue.
MEET David Yin
Marketing Leader & Consumer Insights Expert
Labcorp, Ancestry, Fitbit, Eventbrite, Clorox
David Yin is a Fractional CMO/marketing & strategy consultant with two decades experience and unique expertise at the intersection of consumer, health, and technology. He has developed and implemented marketing and product strategies at organizations ranging from early-stage startups to Fortune 500 companies. David initially specialized in building and scaling consumer research & strategy functions for high growth brands (Fitbit, Ancestry, Eventbrite) in new product categories (wearables, DNA testing). As a VP at Labcorp, he led the direct-to-consumer diagnostics business, its fastest growing segment, and established the company's first consumer strategy, including product roadmap, portfolio pricing strategy, and marketing plan. Most recently, David was the Chief Marketing Officer for Proclaim, an early-stage health tech startup, launching products D2C as well as B2B2C. He received a Masters in Biological Engineering and a Bachelors in Chemical Engineering from the Massachusetts Institute of Technology. David lives in San Francisco and serves on the board of trustees for the Oakland Museum of California.
MEET Dave Lokes
Veteran Retail CMO
Oriental Trading Company, Foot Locker, Champs Sports
Dave Lokes brings a wealth of expertise in digital marketing and data-driven strategy to his instructional role. He has honed his skills in blending traditional retail marketing with digital advancements. His approach to teaching is rooted in real-world experience, focusing on how to integrate e-commerce strategies with physical retail operations, and how to leverage data for personalized customer experiences.
MEET OUR M-SQUARED CONSULTANTS
Our consultants - also known as “Wingmen” are made up of experts around the world!
They’re an extension of the M-Squared family, and each consultant brings a unique set of skills and expertise to the
table, all
designed to help you achieve your marketing measurement goals and are dedicated to execute your attribution
projects.
MEET Keary Phillips
Chief Marketing Officer
TAG - The Aspen Group, Allstate, Fidelity, Discover, Angie’s list
Keary is a digital/performance marketing maven and e-commerce innovator, with over 20 years of experience across different industries, including healthcare, insurance, financial services, home services, and CPG. Keary’s unique skill set combines strategic marketing expertise and technology aptitude to drive positive ROAS & EBITA. Keary emphasizes the importance of continuous improvement in marketing through rigorous testing, analysis, and refinement. His collaborative leadership style fosters high-performing teams, driving significant market share and revenue growth. His expertise spans strategic e-commerce planning, performance analytics, marketing automation (CRM), paid media (digital & offline), and SEO. Keary is dedicated to nurturing talent and achieving tangible results. He is certified in advanced attribution and analytics as a foundation for driving incremental revenue.
MEET Liz Buderus
Strategist
Data Analytics Expert, Product Management
Liz is an accomplished executive with 20+ years of comprehensive success and rapid career growth in Analytics and data-driven Product Management, with deep industry leadership experience in sales and product management. Throughout her career, she has led strategically prominent initiatives grounded in customer-driven data, insights and analytics that reflect market dynamics.
MEET Abraham Kurien
Strategist
Customer Success Leader
With over 10 years of experience in media measurement consulting, Abraham helps clients optimize their marketing performance and achieve their business goals. He provides strategic advice and guidance on media planning and execution, leveraging Media Mix model and data-driven insights. His core competencies include Media Mix Modelling (MMM), Multi Touch Attribution (MTA), Customer Segmentation, and Brand Health.
MEET Allison Lichtenberg
Programmatic Media Expert
Measured, Collective, Hearst, Accordant Media, Nickelodeon
Allie is a programmatic expert with more than ten years experience across digital media and advertising with experience in optimizing campaign performance across more than thirty different buying platforms for a variety of industries including retail, CPG, DTC, travel, pharma, auto and finance. She is also trained in media analytics and has optimized display, social, and video to a variety of advanced attribution metrics including incrementality, MTA, and MMM. In addition to campaign optimization, Allie is passionate about process design and helping cross-functional teams work together harmoniously.
MEET Shawn Grenald
Strategist
Terroir Consulting, Ex-iProspect, Ex-Collective
After spending nearly a decade in the digital marketing industry, having experience on both the brand and agency side,Shawn started Terroir Consulting. Shawn excels in delivering best-in-class strategy and innovation for a fraction of the cost with effectiveness, speed, and malleability that will work for your brand and helps business grow in an effective and sustainable way.
MEET Neil Desai
Strategist
M^2, Ex-Amazon, Ex-Asurion
Expert in marketing analytics, business strategy and "zero to one" product-market fit. Certified Advanced Attribution Professional (CAAP) accredited through M^2. Neil's field of interest includes marketing test design and analysis, with consideration to test feasibility (ie, matched market geo lift and platform lift tests), - marketing mix modeling, multi-touch attribution modeling, user validation interviews and synthesis and rapid prototyping
MEET Mariappan Subramanian
Data Scientist | Marketing Mix Modeler
Ex-Nielsen / Visual IQ
10+ years of experience in Marketing Effectiveness models like Multi Touch Attribution (MTA), Incrementality based Attribution models, Marketing Mix Models (MMM), and TV Attribution models. Key areas – Statistics, Causal Inference, Multi Touch Attribution (MTA), Bagged Logistic Regression, Linear Regression, Propensity Score Model, Adstocking, Half-life, Forecasting, Clustering, Outlier Detection, Seasonality, ANOVA Tools – PySpark, Spark DataFrames, SQL, Apache Airflow, Python, AWS, Git, Source tree, Excel
MEET Praveen Sebastian
Solution Architect
Ex-Nielsen, Ex-Infosys
With over 15 years of professional expertise across diverse techno-functional roles in IT, Analytics, and Marketing Measurement Praveen is experienced in solution consulting and driving the entire solution implementation journey, collaborating seamlessly with cross-functional teams and stakeholders across all organizational levels. His main skill Sets include SaaS Implementation, Data Discovery, Big Data Analytics, Advanced Media Measurement & Attribution, AdTech/MarTech Platforms, Ad Serving & Tracking, Programmatic Advertising, Enterprise Tag Management, Web Analytics and Pre-Sales Consulting.
MEET Nisamudheen Mullan
Data Scientist
Nielsen
Nisam is an analytics & decision science practitioner with extensive experience in Market Mix Modelling and Digital Marketing Domain. He has strong hands-on experience in advanced data science techniques and tools. He is adept in translating complex business problems into actionable insights and building confidence of client partners by helping them to adopt data driven decision-making. He is passionate about everything Machine Learning, AI and Data Science.
MEET Roman Gavuliak
Data Scientist
Adverity
The most rewarding challenge, for Roman is taking an algorithm or a pipeline and turning it into something an end-user can use in their day-to-day seamlessly. He is responsible for the company-wide generative AI strategy with focus on using LLMs to generate data pipelines
MEET Kamal Krishnan
Strategist
Mindcurv, Nielsen
Kamal is an enthusiastic professional with extensive experience in big data analysis and database technology, complemented by a strong understanding of Multi-Channel Marketing, Media Measurement and Digital Marketing Landscape. He has a proven background in serving as a Subject Matter Expert for executing complex projects in digital marketing big data, for multiple large international companies.
MEET Shivank Pant
Solution Architect
Ex-Measured, IBM
Certified M^2 advanced attribution professional passionate about solving for advanced attribution and unleashing the power of Data & Analytics to solve business problems and act as the eyes and ears of Marketers towards marketing's true performance
MEET Anoob Fasaludeen
Solution Architect
Ex-VisualIQ, Nielsen
A seasoned business, technology and organizational leader with strong track record of achieving impact who believes in technology adding value to business & loves to enable change. Specialties include Digital Marketing, management, Customer Experience Optimizations and Cost optimization and process improvements
MEET Antony Henry
Data scientist
Ex-VisualIQ, Nielsen
With over 15 years of experience in software engineering and project management Antony is passionate about leveraging data and technology to solve real-world problems and create value for our stakeholders and is always eager to learn new skills and take on new challenges.
MEET Chiradeep Samal
Strategist
PureCars, Ex-Nielsen, Ex-Infosys
Senior Product Leader with over 13+ years of experience building and scaling organizations by creating customer oriented products. Self starter professional with a strong technical and analytics background and demonstrated ability to develop vision and strategy for integrating ML/Data Science insights across product portfolio. Proficient in data and analytics ecosystems across prominent public cloud platforms, including GCP, AWS, and Azure. Adept at communicating technical concepts related to ML Ops and ML R&D lifecycle. Drove product launches, from idea generation to business case development, hypothesis testing, product launches and marketing message testing with full-scale product adoption.
MEET Sujeendran Menon
Data Scientist
Nielsen, Ex-IBM
Experienced data scientist in Marketing mix modelling with a keen interest in data and marketing analytics. Skilled at AI/ML/Robotics Engineer with experience developing end to end solutions for speech and vision for cloud, desktop, mobile and edge platforms.
MEET Keary Phillips
Chief Marketing Officer
TAG - The Aspen Group, Allstate, Fidelity, Discover, Angie’s list
Keary is a digital/performance marketing maven and e-commerce innovator, with over 20 years of experience across different industries, including healthcare, insurance, financial services, home services, and CPG. Keary’s unique skill set combines strategic marketing expertise and technology aptitude to drive positive ROAS & EBITA. Keary emphasizes the importance of continuous improvement in marketing through rigorous testing, analysis, and refinement. His collaborative leadership style fosters high-performing teams, driving significant market share and revenue growth. His expertise spans strategic e-commerce planning, performance analytics, marketing automation (CRM), paid media (digital & offline), and SEO. Keary is dedicated to nurturing talent and achieving tangible results. He is certified in advanced attribution and analytics as a foundation for driving incremental revenue.
MEET Liz Buderus
Strategist
Data Analytics Expert, Product Management
Liz is an accomplished executive with 20+ years of comprehensive success and rapid career growth in Analytics and data-driven Product Management, with deep industry leadership experience in sales and product management. Throughout her career, she has led strategically prominent initiatives grounded in customer-driven data, insights and analytics that reflect market dynamics.
MEET Abraham Kurien
Strategist
Customer Success Leader
With over 10 years of experience in media measurement consulting, Abraham helps clients optimize their marketing performance and achieve their business goals. He provides strategic advice and guidance on media planning and execution, leveraging Media Mix model and data-driven insights. His core competencies include Media Mix Modelling (MMM), Multi Touch Attribution (MTA), Customer Segmentation, and Brand Health.
MEET Allison Lichtenberg
Programmatic Media Expert
Measured, Collective, Hearst, Accordant Media, Nickelodeon
Allie is a programmatic expert with more than ten years experience across digital media and advertising with experience in optimizing campaign performance across more than thirty different buying platforms for a variety of industries including retail, CPG, DTC, travel, pharma, auto and finance. She is also trained in media analytics and has optimized display, social, and video to a variety of advanced attribution metrics including incrementality, MTA, and MMM. In addition to campaign optimization, Allie is passionate about process design and helping cross-functional teams work together harmoniously.
MEET Shawn Grenald
Strategist
Terroir Consulting, Ex-iProspect, Ex-Collective
After spending nearly a decade in the digital marketing industry, having experience on both the brand and agency side,Shawn started Terroir Consulting. Shawn excels in delivering best-in-class strategy and innovation for a fraction of the cost with effectiveness, speed, and malleability that will work for your brand and helps business grow in an effective and sustainable way.
MEET Neil Desai
Strategist
M^2, Ex-Amazon, Ex-Asurion
Expert in marketing analytics, business strategy and "zero to one" product-market fit. Certified Advanced Attribution Professional (CAAP) accredited through M^2. Neil's field of interest includes marketing test design and analysis, with consideration to test feasibility (ie, matched market geo lift and platform lift tests), - marketing mix modeling, multi-touch attribution modeling, user validation interviews and synthesis and rapid prototyping
MEET Mariappan Subramanian
Data Scientist | Marketing Mix Modeler
Ex-Nielsen / Visual IQ
10+ years of experience in Marketing Effectiveness models like Multi Touch Attribution (MTA), Incrementality based Attribution models, Marketing Mix Models (MMM), and TV Attribution models. Key areas – Statistics, Causal Inference, Multi Touch Attribution (MTA), Bagged Logistic Regression, Linear Regression, Propensity Score Model, Adstocking, Half-life, Forecasting, Clustering, Outlier Detection, Seasonality, ANOVA Tools – PySpark, Spark DataFrames, SQL, Apache Airflow, Python, AWS, Git, Source tree, Excel
MEET Praveen Sebastian
Solution Architect
Ex-Nielsen, Ex-Infosys
With over 15 years of professional expertise across diverse techno-functional roles in IT, Analytics, and Marketing Measurement Praveen is experienced in solution consulting and driving the entire solution implementation journey, collaborating seamlessly with cross-functional teams and stakeholders across all organizational levels. His main skill Sets include SaaS Implementation, Data Discovery, Big Data Analytics, Advanced Media Measurement & Attribution, AdTech/MarTech Platforms, Ad Serving & Tracking, Programmatic Advertising, Enterprise Tag Management, Web Analytics and Pre-Sales Consulting.
MEET Nisamudheen Mullan
Data Scientist
Nielsen
Nisam is an analytics & decision science practitioner with extensive experience in Market Mix Modelling and Digital Marketing Domain. He has strong hands-on experience in advanced data science techniques and tools. He is adept in translating complex business problems into actionable insights and building confidence of client partners by helping them to adopt data driven decision-making. He is passionate about everything Machine Learning, AI and Data Science.
MEET Roman Gavuliak
Data Scientist
Adverity
The most rewarding challenge, for Roman is taking an algorithm or a pipeline and turning it into something an end-user can use in their day-to-day seamlessly. He is responsible for the company-wide generative AI strategy with focus on using LLMs to generate data pipelines
MEET Kamal Krishnan
Strategist
Mindcurv, Nielsen
Kamal is an enthusiastic professional with extensive experience in big data analysis and database technology, complemented by a strong understanding of Multi-Channel Marketing, Media Measurement and Digital Marketing Landscape. He has a proven background in serving as a Subject Matter Expert for executing complex projects in digital marketing big data, for multiple large international companies.
MEET Shivank Pant
Solution Architect
Ex-Measured, IBM
Certified M^2 advanced attribution professional passionate about solving for advanced attribution and unleashing the power of Data & Analytics to solve business problems and act as the eyes and ears of Marketers towards marketing's true performance
MEET Anoob Fasaludeen
Solution Architect
Ex-VisualIQ, Nielsen
A seasoned business, technology and organizational leader with strong track record of achieving impact who believes in technology adding value to business & loves to enable change. Specialties include Digital Marketing, management, Customer Experience Optimizations and Cost optimization and process improvements
MEET Antony Henry
Data scientist
Ex-VisualIQ, Nielsen
With over 15 years of experience in software engineering and project management Antony is passionate about leveraging data and technology to solve real-world problems and create value for our stakeholders and is always eager to learn new skills and take on new challenges.
MEET Chiradeep Samal
Strategist
PureCars, Ex-Nielsen, Ex-Infosys
Senior Product Leader with over 13+ years of experience building and scaling organizations by creating customer oriented products. Self starter professional with a strong technical and analytics background and demonstrated ability to develop vision and strategy for integrating ML/Data Science insights across product portfolio. Proficient in data and analytics ecosystems across prominent public cloud platforms, including GCP, AWS, and Azure. Adept at communicating technical concepts related to ML Ops and ML R&D lifecycle. Drove product launches, from idea generation to business case development, hypothesis testing, product launches and marketing message testing with full-scale product adoption.
MEET Sujeendran Menon
Data Scientist
Nielsen, Ex-IBM
Experienced data scientist in Marketing mix modelling with a keen interest in data and marketing analytics. Skilled at AI/ML/Robotics Engineer with experience developing end to end solutions for speech and vision for cloud, desktop, mobile and edge platforms.
Whatever questions you may have or topics you want to cover, we would love to hear from you!
Fill out the form below or make a booking with us.
