I’m Andrés Acosta, a Marketing Science and AI executive with more than 15 years of experience helping organizations turn marketing data, technology and measurement into a healthier marketing finance, business decisions, investment strategies and measurable commercial impact.
I help executives answer 3 valuable questions:
Is marketing producing profitable growth, or just revenue and leads?
Which clients, products, tactics and channels are driving economic value?
Are you about to invest in something credible, economically justified and appropriate for your marketing and your business?
My work connects marketing activity with customer economics, commercial performance and financial outcomes. I also provide independent reviews of agencies, measurement providers, marketing technology, AI initiatives, measurement claims and business cases.
There is a lot of AI. Your competitive advantage is better judgment about where value is being created, what can be trusted and where the company should invest next.
Advisory Services
Marketing Performance & Economics
Identify how marketing creates profitable growth and what is constraining profitability. Then act to make growth more profitable!
This service connects five parts of the marketing value system:
Financial outcomes: revenue growth, contribution margin, cash generation, customer base growth and capital efficiency.
Commercial drivers: pricing, promotions, penetration, share of wallet, product and customer mix, distribution, cannibalization and cost to serve.
Marketing drivers: brand, share of voice, media allocation, reach, frequency, creative, audiences, conversion, search, promotional execution and availability.
Measurement and evidence: experiments, Attribution Modeling, incrementality, cohort analysis, causal inference, forecasting and scenario analysis.
Evidence levels
Evidence-Informed Diagnostic
Business data, established research, structured calculations, benchmarks and senior expert judgment.
Directional Analytics
Customer and commercial decompositions, cohort analysis, directional econometrics and evidence.
Marketing Value Decision System
Formal experiments and attribution, causal modeling, calibration, optimization, uncertainty analysis and measurement governance.
Typical questions
Is marketing producing profitable or just attributable growth?
Which customer, commercial and marketing drivers explain current performance?
Are customer acquisition costs justified by customer quality, margin and payback?
Is the business overdependent on paid demand or discounting/promotions?
How should investment change across brand, media, pricing, promotions and customer growth?
What additional evidence is required before making a major budget decision?
Independent and Unbiased Investment Review
Determine whether a proposed investment is credible, economically justified and appropriate for the organization before committing budget, time and reputation.
Independent reviews may cover:
Agency Measurement proposals
Measurement Vendor Proposals and Comparisons
Data Sourcing, CRM and CDP initiatives
AI initiatives
Marketing Analytics and measurement providers
Vendor ROI claims and Budget Allocation Recommendations
Agency or Vendor Reliability for budget allocation and investment decision making
Business cases
Each review considers
Credibility: How biased and reliable are budget allocation recommendations, methodologies used, assumptions and promised outcomes.
Economic justification: Are the costs, expected value, risks and payback realistic?
Organizational fit: Does the company have the data, capabilities, processes and adoption conditions required?
Alternatives: Is there a simpler, cheaper or more appropriate way to solve the problem?
Execution risk: What dependencies, incentives, hidden costs and implementation risks are being overlooked?
You should get a professional, unbiased and reliable delivery from your measurement vendor or agency. My output is everything I can do to ensure you get exactly that. I may assist on how to approve, revise, negotiate, postpone or reject their deliveries or proposals.
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 of 126% for the largest global clients.
Delivered $36M+ in incremental sales across US and LATAM Markets.
Led large-scale global Marketing Attribution programs, delivering hundreds of models per year.
Built and scaled regional data, atribution, AI, Customer Science and Marketing Science teams for global advertising holding companies.
Reduced Customer Acquisition Costs by 40% for a regional telecom business through Customer Science.
Connected customer acquisition, marketing effectiveness and commercial drivers with revenue, contribution and executive decision making across multiple industries and markets.
Advised executive stakeholders on marketing economics, measurement strategy, budget allocation, vendor evaluation, commercial opportunities and investment risk.
Owned product strategy and roadmaps for AI and analytics capabilities spanning causal measurement, customer intelligence, brand measurement, experimentation and decision support.
Partnered with executive and commercial stakeholders to advance AI products from concept to validation, pilot design and deployment across multi-tier markets.
I know the agency and platform business from the inside. I know where the mix of vendor profitability, vendor incentives and client profitability becomes unreliable or even dangerous for the client.
Experience Across Global Brands
My experience spans global and regional brands across CPG, retail, automotive, telecom, finance, entertainment, healthcare, technology and consumer services.
Let's Work Together
The Marketing Scientist is designed for executives and organizations facing high value decisions about marketing financials, performance, measurement, data, technology and growth investment.
Improve Marketing Performance
This is appropriate when you need to:
Understand whether marketing is creating profitable growth.
Connect marketing activity with customer economics, pricing, margin and cash flow.
Identify whether pricing, promotions, distribution, product mix or tactical execution are limiting your growth.
Build a system that can constanty and consistently evaluate and deliver Contribution Margin and Economic Value.
Strengthen the evidence behind budget allocation through diagnostics, benchmarks, concepts and calculations clarity, directional measurement, advanced analytics, experiments and/or causal modeling.
Translate analysis into specific financial tracking systems, and commercial and marketing actions.
Review an Investment Before Approval
This is appropriate when you need to:
Evaluate an agency/vendor, technology, data or AI initiatives.
Challenge a vendor’s measurement, attribution, customer analytics, incrementality or ROI claims. I can also help you challenge their budgeting recommendations and/or methodology.
Build or Review a business case.
Determine whether promised benefits are supported by the available organizational capabilities.
Identify hidden costs, dependencies, risks and misaligned incentives.
Compare a proposed solution with simpler, more suitable or more economical alternatives.
Obtain an unbiased and independent recommendation before approval, renewal, negotiation or implementation.
Start With the Decision
Every engagement begins by defining:
The decision that must be made;
The financial or commercial outcome at stake;
The evidence currently available;
The degree of confidence required;
The most proportionate approach.
The result may be an evidence informed executive diagnostic, a directional analysis, a causal measurement program or an independent investment review.
Have a complex Marketing Finance decision ahead? Let’s discuss the options, trade-offs and risks.
