First-party data, such as transactions, CRM records, and website activity provide the most accurate and commercially valuable foundation for analysis.
I am a freelance Data Analyst and Marketing Scientist with nearly two decades of hands-on experience in Marketing & Customer Analytics.
My approach integrates technical expertise with a deep understanding of business needs, enabling recommendations to align with strategic goals that deliver measurable results.
Whether you’re looking to optimise marketing spend, understand customer behaviour or enhance your overall data and communication strategies, I am here to guide you through the intricacies of data & analytics
With nearly two decades of experience in marketing and customer analytics, I believe in the power of data to transform businesses. By integrating technical expertise with a deep understanding of business needs, I align recommendations with strategic goals and measurable results. I use advanced machine learning techniques such as Customer Segmentation, Marketing Mix Modelling, and Propensity Modelling to consolidate data silos, optimize acquisition and retention strategies, and improve marketing efficiencies.
My professional focus is on AI-powered predictive analytics, integrating online and offline data for a holistic customer view, and audience insight for targeted communication strategies. Continuous testing is also implemented to validate strategies and holdout groups.
I work with SMEs and scale-ups to explore and adopt predictive business analytics, marketing managers to bridge the gap between data and marketing, and leadership teams to provide optimal marketing budgets. With diverse B2B and B2C marketing experience across SaaS, FinTech, retail, E-commerce, charity and Digital Publishing, I can swiftly adapt strategies to tackle unique industry challenges.
About me
With a MSc in Behavioural Economics from University of London and a background in Time Series Analysis and Forecasting, I’ve earned my wings working across media agencies and communications consultancies in the UK, and of late, client-side roles.
I firmly believe in the power of data to transform businesses!
With a MSc in Behavioural Economics from University of London and a background in Time Series Analysis and Forecasting, I have gained a strong grounding in the fields of Marketing Science, Customer Insight and Business Analytics.
By combining data & AI know-how with industry expertise, I assist scale-ups and mid-sized companies with already established Business Intelligence functions with the exploration and adoption of Predictive Analytics.
CORE SERVICES
MEASUREMENT & OPTIMISATION
Convert measurement needs into actionable roadmaps rooted in data & analytics – e.g. social drives 15% higher off-peak conversions. No significant ROI loss if reallocating up to 20% from social peak
CUSTOMER & AUDIENCE INSIGHT
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DATA & STRATEGY CONSULTING
Convert measurement insight into strategic solutions that align with business goals & drive measurable results – e.g. setting marketing budget for maximum acquisition & retention at lowest CAC
WHO I WORK WITH
SME & SCALE-UPS
Assist companies with established Business Intelligence functions with exploring and adopting Predictive Business Analytics
MARKETING MANAGERS
Help bridging the gap between data & marketing to optimise campaigns & personalise customer journeys
LEADERSHIP TEAMS
Provide Scenario Planning support and guidance for optimal budgets allocation that achieve short- & long-term strategic objectives
Let’s talk
Whether you’re looking to optimise marketing spend, understand customer behaviour or enhance your overall data and communication strategies, I am here to guide you through the intricacies of data & analytics
Contact details
email: diego@dmlanalytics.io
areas of expertise - original
ELABORATE AROUND -> MARKETING ANALYTICS | CUSTOMER INSIGHT | PREDICTIVE MODELLING
Predictive Analytics – Measure & optimise marketing investment via advanced frameworks (like Meta’s Robyn) to proactively adjust marketing strategies & optimise resource allocation
Testing for Validation & Learning – Implement Testing (Incrementality, Lift, Geo-targeted, A/B, etc.) to validate strategies & Holdout Groups to ensure marketing campaigns’ accountability
Single Customer View – Integrate online & offline data to provide a holistic customer base view to power more reliable reporting and enable analytics to reach deeper insights.
How I work
Although every solution reflects your business goals, tech setup and data maturity, a few key principles apply across all projects:
Start with what you own
You stay in full control
Any models, analysis and business logic we develop during our collaboration are fully documented and will remain yours to use, adapt and expand on.
Areas of Expertise - revised
My professional focus is on AI-powered predictive analytics, integrating on-line and offline data for a holistic customer view , and audience insight for targeted communication strategies.
Applications of predictive modelling to Understanding, modelling and predicting customer behaviour
Predictive Analytics – Measure & optimise marketing investment via advanced frameworks - like Meta’s Robyn - to proactively adjust marketing strategies & optimise resource allocation
Single Customer View – Integrate online & offline data to provide a holistic customer base view to power more reliable reporting and enable analytics to reach deeper insights.
Testing for Validation & Learning – Implement Testing (Incrementality, Lift, Geo-targeted, A/B, etc.) to validate strategies & cover blind spots Holdout Groups to ensure marketing campaigns’ accountability
By consolidating data silos and leveraging advanced AI & Machine Learning techniques such as Customer Segmentation, Marketing Mix Modelling and Propensity Modelling, I help businesses gain a holistic view of their customer base, understand how marketing contributes to your bottom line, and support the design of communication plans that maximise acquisition & retention targets.
who i work with
My services are particularly well suited to SMEs & scale-ups, especially those with an established data and technology function - e.g. BI/Product Analytics - so we can start modelling sooner and deliver earlier first insights.
I partner with a wide and diverse range of professionals and businesses, offering tailored solutions to meet their specific needs. However, my services and expertise are particularly well suited to:
Assist data-mature SMEs & Scale-ups in building marketing measurement capabilities to grow efficiently and confidently
Help Marketing Managers to personalise customer journeys and optimise campaigns
Support Leadership Teams by grounding strategic and tactical planning in robust analytics to balance short-term goals with long-term growth.
With a diverse B2B and B2C marketing experience spanning across SaaS, FinTech, Retail, E-commerce, Charity and Digital Publishing, I can swiftly adapt strategies and analytics approaches to address specific industry challenges.
My approach
Every solution reflects the client’s business goals, team set-up and data maturity, but a few key principles apply across all projects:
Start with what you own - First-party data - transactions, CRM records, website activity - provide 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 will remain yours to use, adapt and expand on.
Open-source by default - I work in R, Python and other frameworks like Robyn & Meridian whenever feasible, keeping work portable, transparent and easy to maintain & scale.
