Take the next action,
follow the data.

negotiation, Never Split The Difference, reading

April 2, 2024

Beware of YES Master NO

Talking about negotiation, like other people, I am not so good at handling “NO” as a reply. I mean, after […]

negotiation, Never Split The Difference, reading

How to build a Marketing Mix Model in Python with Google Lightweight MMM – Tutorial with (conscious) Mistakes

Building a Marketing Mix Model is always an strategic choice for a company, there are several benefits in doing that. […]

google lightweightmmm, machine learning, marketing attribution model, marketing mix model, python

bill campbell, board meeting, Eric Schmidt, Google, management, startup, Trillion Dollar Coach

November 15, 2023

Bill Campbell on Board Meetings

How to manage board meetings was one of the most interesting sections discussed by Eric Schmidt, Alan Eagle and Jonathan […]

bill campbell, board meeting, Eric Schmidt, Google, management, startup, Trillion Dollar Coach

adstock, adstock effects, carryover effects, diminishing returns, google lightweightmmm, marketing, marketing attribution model, marketing mix model, performance marketing, robyn

November 2, 2023

What are AdStock Effects and Diminishing returns?

Going straight to the point, there are two important (and tricky) aspects in marketing mix modelling that also affect marketing […]

adstock, adstock effects, carryover effects, diminishing returns, google lightweightmmm, marketing, marketing attribution model, marketing mix model, performance marketing, robyn

Alan Eagle, bill campbell, Coaching, Eric Schmidt, Google, Jonathan Rosenberg, management, Trillion Dollar Coach

October 28, 2023

Tension in the Machine: The Trillion Dollar Coach Bill Campbell

I started reading a very interesting book called “Trillion Dollar Coach”, a book about Bill Campbell and his coaching style […]

Alan Eagle, bill campbell, Coaching, Eric Schmidt, Google, Jonathan Rosenberg, management, Trillion Dollar Coach

linear regression, marketing, marketing mix model, mass marketing, performance marketing

October 21, 2023

What is a Marketing Mix Model and other 7 key questions

A Marketing Mix Model is a tool that helps you understand and optimise your marketing budget. Numerically, a Marketing Mix […]

linear regression, marketing, marketing mix model, mass marketing, performance marketing

customer analysis, marketing, marketing off-site

October 14, 2023

Marketing Off-Site. How to do it in two pages: the executive summary

A marketing off-site is an important moment for your team and the whole marketing department. It’s the occasion for focusing […]

customer analysis, marketing, marketing off-site

emotions, negotiation, Never Split The Difference

March 9, 2024

Labelling emotions and tactical empathy

I was quite happy when I was reading the second chapter of Chris Voss’s Never Split the Difference, because some […]

emotions, negotiation, Never Split The Difference

conflicts, negotiation, Never Split The Difference, reading

February 10, 2024

Never split the difference: personal takeaways

Never Split the Difference by Chris Voss, was by far the most interesting book I read in 2023, and probably […]

conflicts, negotiation, Never Split The Difference, reading

google lightweightmmm, marketing, marketing attribution model, marketing mix model

February 1, 2024

Frequent questions on Marketing Mix Modelling – Clicks or Impressions?

This is is my second post I wrote based on a series of questions a data scientist asked me some […]

google lightweightmmm, marketing, marketing attribution model, marketing mix model

diminishing returns, google lightweightmmm, marketing, marketing attribution model, marketing mix model, robyn

January 26, 2024

Frequent questions on Marketing Mix Modelling

Some weeks back a contact on LinkedIn, after reading my article on Google LightweightMMM, asked me for some questions on […]

diminishing returns, google lightweightmmm, marketing, marketing attribution model, marketing mix model, robyn

Who am I?

Hi, I'm Andrea Ciufo, CEO and Founder of LovableData Consulting. I am a Marketing-focused Data Scientist based in London

Currently, I work for Dentsu in the Marketing Effectiveness team.

Specialised in Marketing Mix Modelling & Forecasting, I worked across several countries and industries: FMCG, fashion e-commerce, automotive and transportation.

My goal is to assist companies building and optimising their marketing plans using econometric models correlating sales to marketing activities, maximising channel potential while minimising inefficiencies.

Proficient in Python for data analysis and data science I designed and taught an introduction and intermediate Python course. I am a Member of the International Institute of Forecasting. In my free time I volunteer with Kaggle helping BIPOC (Black, Indigenous, People of Color) grow in the data science industry.

Take the next action,
follow the data.

Beware of YES Master NO

More from the Blog

How to build a Marketing Mix Model in Python with Google Lightweight MMM – Tutorial with (conscious) Mistakes

Bill Campbell on Board Meetings

What are AdStock Effects and Diminishing returns?

Tension in the Machine: The Trillion Dollar Coach Bill Campbell

What is a Marketing Mix Model and other 7 key questions

Marketing Off-Site. How to do it in two pages: the executive summary

Labelling emotions and tactical empathy

Never split the difference: personal takeaways

Frequent questions on Marketing Mix Modelling – Clicks or Impressions?

Frequent questions on Marketing Mix Modelling

Who am I?

Questions?
Let's get in touch!

Tell me about your project

I will arrange a meeting to discuss the details

we will start working together

Get in touch

Privacy Policy

Terms and conditions

Discipline is the bridge between goals and accomplishment.
Jim Rohn

Take the next action, follow the data.

More from the Blog

Who am I?

Questions? Let's get in touch!

Tell me about your project

I will arrange a meeting to discuss the details

we will start working together

Get in touch

Privacy Policy

Terms and conditions

Discipline is the bridge between goals and accomplishment. Jim Rohn

Take the next action,
follow the data.

Questions?
Let's get in touch!

Discipline is the bridge between goals and accomplishment.
Jim Rohn