Research

Causal Measurement & Experimentation

Marketing Mix Modeling, incrementality, experimentation. See DeepCausalMMM.

Marketing Measurement & Optimization

Attribution, budget allocation, response curves, decision support for marketing investment.

See the PMSA 2019 poster, “An All-Encompassing Machine-Learning Attribution Model to Plan, Predict and Measure Impact at the Channel and HCP Level” (First Prize, Poster Competition), under Conference Research.

AI & Decision Systems

LLM-assisted analytics, agentic AI for measurement, decision delegation in marketing measurement. See “The AI Delegation Blind Spot” under Working Papers.

Predictive Brand, Product & Marketing Data Science

Synthetic data evaluation, rare-event prediction.