Independent Marketing Science, AI & Measurement Strategy Advisory
I'm Andrés Acosta, a Marketing Science and AI executive with over 15 years of experience helping organizations turn advanced analytics into better business decisions, better marketing investment strategies and commercial impact.
Most organizations lack senior interpretation, governance, adoption and clear decision frameworks. My work focuses on helping leaders understand what can be trusted, what cannot, what decisions models support and how different vendors compare against each other.
The Marketing Scientist provides independent advisory support for executives, growth teams and investors evaluating marketing measurement systems, AI based Marketing Science and Measurement products, vendor claims, attribution platforms, MMM providers, incrementality programs and agency/platform measurement outputs.
Core Advisory Areas
Marketing Financial Strategy: Growth Economics, Customer Economics, LTV/CAC Frameworks and Budget Allocation Strategies, Contribution Margin, Profit Contribution Margin and Return on Marketing Investment
Marketing measurement architecture across creative performance, attribution, experimentation, customer analytics, precision marketing, media reporting and executive decision making.
AI and Marketing Science product strategy focused on adoption, usability, commercialization and business impact.
Build-vs-buy-vs-agency evaluation for measurement platforms, capabilities and AI Marketing Science products.
Executive translation of models into media and audience strategy, budget decisions, commercial priorities and governance.
Independent second opinions on audience modeling deliveries, brand measurement, creative performance measurement, attribution, incrementality, geo-testing and vendor reports.
Experience & Impact
Across global agencies, holding companies, and high-growth organizations, I have led Marketing Science, AI, analytics, product, and measurement initiatives across LATAM, the United States, and global client environments.
Generated $800,000 in revenue within six months after project approval by scaling High-Value Audience Models across US, LATAM and EMEA markets.
Created the Creative Measurement Suite, driving $600,000 in sales within six months after project approval.
Delivered $2.6M in attribution model sales and increased ROAS by a median 22% for LATAM clients.
Delivered $36M+ in incremental sales across US and LATAM Markets.
Led large-scale global Marketing Mix Modeling programs, delivering hundreds of models per year.
Built and scaled regional data, analytics, AI, and Marketing Science teams for global advertising holding companies.
Reduced Customer Acquisition Costs by 40% for a regional telecom business through advanced optimization algorithms.
Advised executive stakeholders on measurement strategy, vendor evaluation, measurement alternatives, commercialization opportunities, product positioning and client risk mitigation.
Owned the product strategy and roadmap for AI analytics capabilities, including causal measurement, customer intelligence, brand measurement and experiment based decision frameworks.
Partnered with executive and commercial stakeholders to advance AI products from concept to validation, pilot design and deployment.
I understand the agency and platform business from the inside, including where vendor profitability, vendor incentives and client profitability diverge.
Experience Across Global Brands
My experience spans global and regional brands across CPG, retail, automotive, telecom, finance, entertainment, healthcare, technology and consumer services.
Work With Me
The Marketing Scientist is designed for organizations that need independent executive judgment before making high-stakes decisions about marketing measurement, AI strategy, platform vendors, agencies or internal capabilities.
Typical situations include:
Evaluating whether to trust a measurement vendor, platform, agency/platform output or internal analytics recommendation.
Turning sophisticated models or AI outputs into commercially useful decisions, adoption and governance.
Translating technical analysis into executive decisions, budget actions, commercial priorities and governance.
Reviewing MMM, attribution, incrementality, audience modeling, brand measurement, creative measurement or other Marketing Science outputs before making budget decisions.
Redesigning marketing measurement architecture across models, experiments, dashboards, vendors, operating models and executive decision processes.
Interpreting and evaluating MMM, measurement, incrementality or other Marketing Science outputs.
Assessing build-vs-buy-vs-agency decisions before investing in measurement platforms, measurement capabilities or AI based Marketing Science products.
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