About
I’m Diego, an independent data analyst and marketing scientist with two decades of hands-on experience in marketing and customer analytics.
My interest in measuring and optimising marketing performance began during my undergraduate studies in time series analysis and forecasting, which I later deepened with an MSc in Behavioural Economics from the University of London.
I earned my wings in senior analytics roles at London based media agencies and consultancies, including Gain Theory, Havas, Ebiquity and Publicis There, I advised UK, EU, and US brands across multiple sectors, with client-side roles rounding out my perspective in recent years. Today, I help B2B and B2C startups and scale-ups build robust marketing measurement capabilities so they can grow efficiently and with confidence.
While I started freelancing out of necessity during the pandemic, I continued because working as an independent puts me in the same room as founders and CEOs, enabling conversations that agency and consultancy life typically reserves for directors and managing partners. This gives me the opportunity to stay with a business long enough to see recommendations from my analysis turn into results, translating complex data into plain, actionable language along the way.
How I work
Although every solution reflects your business goals, tech set-up and data maturity, a few key principles apply across all engagements:
- Start with what you own - First-party data, such as transactions, CRM records, and website activity, provides the most accurate and commercially valuable foundation for analysis.
- You stay in control - Any models, analysis, or business logic we develop are fully documented and remain yours to use, adapt, and expand.
- Open-source by default - I work in R, Python, and frameworks like Robyn & Meridian whenever feasible, keeping work portable, transparent, and easy to maintain and scale.
Personal
Away from the keyboard I am usually on a hiking trail, watching or reading science fiction, or volunteering my data and analytics skills to non-profit organisations such as DataKind UK.
Contact
Ready to scale your marketing measurement? Book a 30-minute call below.
If you’re not ready to talk just yet, feel free to explore my services or dive into my case studies.