1:1 with Gui: Pressure-Test Your Measurement Strategy
Gui Diaz-Berrio
Led measurement for €100M+ in ad spend at Kindred Group & Just Eat Takeaway
Who this is for
You don't need a full audit or a workshop — you need an hour with someone who has built MMMs, taught them, and broken them. Bring one specific question.
What works well in this format
Vendor pressure-test — You have a deliverable from Nielsen, Analytic Partners, or a boutique MMM vendor. I'll help you read it, spot weak assumptions, and draft follow-up questions.
Workflow scoping — You're considering building an in-house MMM or attribution system. We'll map the minimum viable version and what to outsource.
Strategic decisions — Choosing between vendors, whether to invest in geo-testing, or how to present measurement to a skeptical CMO.
Career & positioning Q&A — You're moving from analyst to lead, or building measurement expertise. Bring questions about learning path, portfolio, or interviewing.
What to bring
One clear question or artifact to review
Any relevant document (vendor PDF, model notebook, job spec) shared 24 hours ahead so I can prep
Three bullets of context: company, stack, what's blocking you
When this is NOT a fit
ou want hands-on build work → book a Readiness Audit or Private Team Workshop
You want structured long-form teaching → the live cohort is a better fit
You need slides, written artifacts, or deliverables from the call → scope a paid project instead
How it runs
60 minutes on Zoom. Notes shared within 24 hours. Booking confirms a time within the next 2 weeks.