Welcome,
I’m Terry

I can help your business prove what your marketing caused.

I’m a marketing effectiveness leader based in the UK. I build the measurement that separates real impact from correlation: Bayesian marketing mix models, incrementality tests and the data foundations underneath them.

The problem I work on:

Platforms grade their own homework. Last-click attribution credits the final touch. Budgets move on numbers that can’t separate cause from coincidence. I close that gap with methods built to answer one question: what would have happened without this spend?

How I approach it

1. Foundations first. Clean, consented, well-modelled data. No model is better than the data under it.
2. Causal methods. Bayesian MMM, geo and holdout tests, calibrated against each other, with uncertainty shown, not hidden.
3. Decisions, not decks. Outputs framed as budget choices leaders can act on and defend.