Latest From Dirk Beyer
How to Put a Financial Number on Your Brand Investment Before the Next Budget Review...
Most MMMs capture only 30–50% of total advertising value. As brand budgets face tighter CFO scrutiny, the measurement gap quietly accelerates CAC while dashboards show green...
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How Challenger CPG Brands Build a Measurement System That Outperforms Legacy Competition
DTC-born CPG brands rely on five metrics that systematically overstate performance. As they expand to retail, the measurement gap compounds, and most teams misdiagnose the crisis as a media problem. This playbook sets out the closed-loop architecture that permanently closes the gap, from the first geo experiment to a fully compoundin.
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How PlatformSense Ends the Speed-vs-Rigor Trade-off
Real-time dashboards are fast but unreliable. Quarterly MMMs are rigorous but arrive too late. This whitepaper explains how PlatformSense delivers daily MMM intelligence without sacrificing the econometric foundation your CFO demands.
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From Measurement to Budget Decisions Your CFO Will Approve
Most measurement systems stop at the insight. This playbook shows CMOs and CFOs how to integrate Agile MMM, incrementality testing, and budget planning into a single system that turns media data into defensible capital allocation decisions.
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Dr. Dirk Beyer is Chief Data Scientist at LiftLab, where he leads algorithm development and experimentation strategy for the platform. He's spent a large part of his career managing large data science teams and building structural models that hold up under real business constraints. He is widely regarded as one of the foremost practitioners in the MMM space and a leading voice on the future of marketing measurement.
Dirk holds a PhD in Operations Research and brings over two decades of data science leadership from Neustar, Uber, and DoorDash, along with an earlier role as Chief Data Scientist at MarketShare. He also co-founded InvestInData, a consortium of data professionals that advises startup companies in the field and helps them to secure funding, and advised LiftLab for over a year before formally joining as Chief Data Scientist. His influence reaches hundreds of data scientists, both through direct leadership and through work with Fortune 20 clients.
What sets Dirk's thinking apart is a refusal to treat "model fit" as the finish line. His work emphasizes rigorous statistical foundations paired with the practical constraints of running a real media plan, where a mathematically optimal answer is only useful if it's actionable. His writing tends toward the technical and the structural across themes involving marketing mix modeling, marketing portfolio theory, experimentation design, and data science.
Expertise
- Marketing Mix Modeling
- AI in Marketing Analytics
- Causal Inference
- Data Science Leadership
- Experimentation Design
- Geo-Testing
- Marketing Portfolio Theory
- Model Calibration
- Operations Research
- Structural & Econometric Modeling
Dirk Writes About
The gap between model fit and executable strategy, how experiments should recalibrate, not just validate a marketing mix model, portfolio-style thinking applied to budget allocation, and technical deep-dives into structural modeling drawn from two decades building analytics systems at scale.