Author

Diego Usai

Diego is a Marketing Analyst and Data Scientist with close to two decades of hands on experience helping organisations unlock the commercial value of marketing through measurement and optimisation. He specialises in advanced analytics and AI driven techniques such as Marketing Mix Modelling, Multi Touch Attribution, and Incrementality Testing. Diego uses these approaches individually or in combination to help teams understand what is truly driving performance and where the next marketing pound, dollar, or euro should be invested.