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Gui Diaz-Berrio

Gui Diaz-Berrio

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Gui Diaz-Berrio has led marketing measurement at companies spending €100M+ on advertising, including Kindred Group (Head of Marketing Analytics) and enterprise clients through Pinemarsh Consulting. He's built models from scratch and managed vendor relationships — both perspectives taught in this course.

Author of "Data Analytics for Marketing with Python" (Packt, 2024) — covering the practical frameworks taught in this course.

He's faced the challenges you're dealing with — messy data, skeptical CFOs, vendor black boxes, and the pressure to prove ROI with limited experimentation budget.

Previously at
Just-Eat.co.uk
FDJ UNITED
@Packtpub
BMW Group

Alumni reviews

Marketing Science Bootcamp: MMM, Attribution & Incrementality

A very interactive course, got hold of the concept well and the instructor is easy to approach with questions.
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Sandeep

Cohort - March
Data Analyst · FDJ United

Marketing Science Bootcamp: MMM, Attribution & Incrementality

The course builds a clear understanding of the statistical concepts behind MMM and experiments, making it easier to see how they are applied in practice. Gui explains and visualizes concepts well, which makes complex ideas easier to grasp. It also gives strong visibility into the range of tools used for MMM and marketing experiments, and how to apply them in real business decisions.

Pavel

Cohort - March
APAC Media Analytics Manager · Kenvue

Marketing Science Bootcamp: MMM, Attribution & Incrementality

This bootcamp offers a solid introduction to modern marketing measurement, especially in how MMM, experimentation, and attribution connect in practice. It stands out for going beyond theory and encouraging a more structured way of thinking about real-world problems like incrementality, calibration, and model limitations, and the materials and notebooks are very well prepared.

Viviana

Cohort - March
Data Analyst · C3

Marketing Science Bootcamp: MMM, Attribution & Incrementality

I found this course extremely impressive. It offers both comprehensive and well-structured knowledge, combined with the instructor’s real-world industry experience in MMM, attribution, and incrementality experiments. It is especially valuable for anyone who wants to develop a deeper understanding of marketing analytics and measurement. The course strikes a great balance between theory and practice — the instructor not only explains key concepts and methodologies clearly, but also provides practical examples that you can apply directly to your own data by following a structured approach. Another highlight is the strong support from the instructors. When we had questions, we always can receive quick and clear responses. The interactive sessions were also very inspiring — both asking questions and learning from other classmates’ questions added a lot of value to the experience. I would highly recommend this course to anyone interested in advancing their skills in marketing measurement and analytics.

Mingjie

Cohort - March
data analyst · FDJ Group

Marketing Science Bootcamp: MMM, Attribution & Incrementality

I can 100% recommend this course. Gui is a fantastic teacher, and was able to explain difficult concepts in a super easy manner. I can honestly say I've learned loads about MMMs, attribution and incrementality which were areas I was struggling in my role as Head of Performance Marketing. I can now more confidently make decisions on budgets based on a scientific approach.
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Andreia

Cohort - Oct 27 - Nov 16
Head of Performance Marketing · The Thinking Traveller