About

I’ve spent about eight years in marketing. Most of it on the performance side — running paid campaigns across Google, Meta, TikTok and Snapchat, managing budgets in the hundreds of thousands of riyals a month, and dealing with the usual problem that every platform claims credit for the same conversion and none of them will tell you the truth.

That problem is what pulled me sideways. I got tired of arguing with dashboards, so I built my own attribution — proper multi-touch tracking, code-level instrumentation, following a visitor across sessions and channels rather than trusting whatever the last platform reported.

Because once you take attribution seriously you stop being able to accept most of what marketing tells itself. I analysed a few hundred thousand ads trying to extract real patterns and mostly learned why the question is harder than the industry admits.

What I do now

Marketing and MarTech consulting, mainly the measurement and acquisition side. Attribution setups, tracking that survives contact with reality, campaigns where someone actually knows what’s driving the numbers.

Alongside that, research. My current interest is narrow and probably niche: how you would ever prove that a monitoring system is trustworthy.

How I think about the work

I’m sceptical by default, including of my own results. Most of what I’ve published lately is things that didn’t work. I publish those partly because they’re more interesting than the successes, and partly because a method that never gives you an answer you didn’t want hasn’t really been tested yet.

Background

MSc Marketing Management & Communication, Toulouse Business School. CDMP. Started out in hotel management, which is a longer story.