- Design and execute incrementality experiments (geo, ghost bidding, holdout, PSA) to quantify advertising lift.
- Build and evolve marketing mix models (MMM) and multi-touch attribution analyses.
- Apply causal inference methods including synthetic controls, difference-in-differences, and propensity scoring.
- Partner with Engineering to enhance bidding, pacing, and optimization models.
- Translate complex measurement results into clear, actionable narratives for advertisers, leadership, and product teams.
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