Berlin · Performance marketing & profitability analytics
Marketing reports what it spent. I work on what the business actually earned.
Twelve years across B2B market research, performance marketing and marketing analytics. I have run research programmes for Novo Nordisk, Bayer, Nissan and Henkel, taught measurement to more than 450 professionals, and I now build tools that connect marketing activity to commercial results.
The problem I work on
Every business can see what marketing spent. Far fewer can see what it earned.
Advertising platforms report on what happens inside the platform. The result looks like a verdict on the business, but it answers a narrower question than the one an owner is actually asking.
The distance between those two questions is where budgets quietly go wrong, and it is wider in some categories than most teams expect. Closing it is the work I do for clients, and the subject of a product I am currently building.
The gap, in one picture
Conceptual. Two views of the same campaign.
Illustrative. Proportions shown are for explanation only and vary considerably by business and category.
How I work
Three kinds of engagement.
Different problems, one method. Start from the numbers the business already has, make the economics legible, and leave behind something the team can keep using without me.
Profitability diagnostics
Marketing performance read against what the business actually earns from it. The output is a clear answer on whether the spend is working, and the small number of levers that decide it.
Measurement and analytics
Tracking that survives an audit, and reporting people act on. GA4 and Tag Manager implementation, attribution that admits its own limits, SQL and BigQuery models behind the dashboards, and analysis in Python when the question is bigger than a dashboard can answer.
Programme and curriculum design
Turning working practice into something teachable. Certificate programmes, executive sessions and applied labs built around live tools and real briefs rather than slides, designed and revised across multiple cohorts.
A working principle
Vanity metrics are not lies. They are honest answers to a smaller question than the one you asked.
Selected work
A product in progress, and the practice behind it.
Twelve years of client work, four years of research practice, a certificate programme delivered to hundreds of professionals, and a set of instruments built along the way.
A profitability product, in private beta
A tool for retailers who need a straight answer about whether their marketing is earning its place. Currently in closed development with selected partners. Details under NDA.
Applied learning instruments
A series of decision and simulation tools built so that professionals could practise commercial judgement rather than memorise definitions. Used as live lab activities inside the certificate programme.
Digital Marketing Pro Suite
A professional certificate programme designed, delivered and revised across three generations. 450+ participants, 13 cohorts, five modules from analytics to programmatic.
B2B research practice
Four years running end to end research programmes for Novo Nordisk, Bayer, Nissan and Henkel, trained in Kantar methodology, across FMCG, automotive, telecoms and healthcare.
Capability
What I work with.
Grouped by the job it does, because a tool list says less than the order you use them in. Most engagements touch three or four of these. None of them touch all six.
Query and model
SQL · BigQuery · dbt
Analyse
Python · pandas · scikit-learn · Jupyter · Google Colab
Visualise and report
Looker Studio · Power BI · Tableau · Plotly
Measure
GA4 · Google Tag Manager · attribution · experiment design
Acquire
Google Ads · Meta Ads · SEMrush · programmatic and real-time bidding · SEO and SEM
Automate
n8n · Zapier · HubSpot · Python pipelines
Next
If the numbers aren’t adding up, that is a good place to start.
I am open to consulting engagements, pilot work with retailers, analytics roles, and teaching or speaking on marketing measurement and AI personalisation.