Pinemarsh builds transparent, defensible measurement systems — marketing mix models, incrementality tests, and causal analytics — for teams who need answers they can take to the board. No black boxes. No vendor agenda.
Dashboards that look authoritative but can’t survive a hard question. Vendor models you’re not allowed to inspect. Attribution that quietly credits whoever paid for the pixel.
Pinemarsh exists to replace the theatre with evidence. We are independent — no media to sell, no platform to defend, no black box to protect. We build the measurement system, prove it against experiments, document every assumption, and hand you the model and the code. When your CFO asks “how do we know?”, you’ll have an answer that holds.
A clear-eyed assessment of whether your data and current measurement can be trusted — and a prioritised roadmap to fix it. Typically 2–4 weeks.
Explore auditsHands-on partnership to build your measurement system: Bayesian MMM, geo-experiments and incrementality, calibrated and documented end to end.
Explore consultingUpskill your analysts and leaders. Tailored workshops and live cohorts on MMM, experimentation and causal inference — using your own data.
Explore trainingWe don’t sell media or licence a platform. Our only product is the truth about what your marketing does.
Methods proven in-house at Kindred and Just Eat Takeaway — not just in papers. We’ve sat in your seat.
Every assumption documented, every model validated against experiments. You keep the code and can interrogate it.
Results framed for the CFO as readily as the data scientist — uncertainty, ROI and trade-offs, in plain terms.
Anonymised to respect client confidentiality.
Gui Diaz-Berrio is an economist and data scientist with 15+ years in marketing analytics. He led measurement across €100M+ in media at Kindred Group and Just Eat Takeaway before founding Pinemarsh.
He is the author of Data Analytics for Marketing (Packt, 2024), teaches the Marketing Science Bootcamp on Maven, and publishes widely on MMM, experimentation and causal inference. Engagements are senior-led from first call to handover — not passed to a junior team.
He championed the shift toward robust incrementality testing — bringing a new level of scientific discipline to our marketing, and translating complex insights into spend strategies people could act on.
“Everyone on the team just loved working with Gui. When problems popped up, he was on it — figuring out smart ways to get us back on track.”
“Genuinely one of the smartest people I’ve had the pleasure to work with. He lives and breathes data and is an outstanding problem solver.”
“A hard-working, passionate and incredibly knowledgeable professional. I can’t recommend him enough to any business looking for a strategic analytics partner.”
Tell us where you are, or book a 30-minute discovery call. Either way you’ll speak with Gui — not a sales team.
Book a free 30-minute discovery call to talk through your measurement challenge.
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