Hi there 👋

I'm Gui — Economist by training, Data Scientist by trade.

I work on marketing science through Pinemarsh, a consultancy I founded focused on MMM, incrementality testing, and attribution. I'm also the author of Data Analytics for Marketing (Packt, 2024) and teach through the Marketing Science Bootcamp on Maven.

• 🔭 Currently working on agentic analytics tooling for marketing science workflows
• 🌱 Currently exploring LLMs, Context Engineering, Agents, and how AI changes analytical work
• 💬 Ask me about MMM, incrementality testing, causal inference, or Bayesian methods
• 📫 Reach me at pinemarsh.com or on LinkedIn
• ✍️ I write at gdberrio.github.io — marketing science, economics, LLMs, and whatever I'm thinking through