talk-data.com

🎙️ Speakers: Thomas Wiecki, Niall Oulton, Tim McWilliams, Carlos Trujillo, Kemble Fletcher, Evan Wimpey \| ⏰ Time: 16:00 UTC / 9:00 AM PT / 12:00 PM ET / 5:00 PM Berlin

Marketing measurement is evolving faster than most teams can keep up, and 2025 pushed every model, method, and assumption to its limits. With shifting budgets, new privacy pressures, and a market full of hype disguised as innovation, the real question is: what actually worked?

In this session, the PyMC Labs team opens the curtain on what we learned from working hands-on with some of the world’s leading brands, across MMM, CLV, forecasting, causal inference, generative AI, and fully custom Bayesian models. Instead of polished slides or scripted talking points, this roundtable is a guided, honest conversation about what this year revealed, and what 2026 will demand from marketing leaders.

Drawing from dozens of real client engagements, model builds, and experiments, you’ll see how our team approached this year’s hardest measurement problems, where the industry is heading, and how to think more clearly about marketing effectiveness in a chaotic environment.

You’ll learn:

• The biggest challenges brands faced in MMM, CLV, forecasting, and attribution in 2025.
• The breakthroughs that actually moved the needle, and the ones that didn’t.
• What turned out to be genuine measurement trends vs. overhyped noise.
• How Bayesian modeling helped solve problems traditional approaches couldn’t.
• The solutions, playbooks, and ideas our team used to drive meaningful decisions.
• What 2026 will require from marketing measurement, experimentation, and strategy.

Join us for a sharp, candid, and practitioner-led discussion that surfaces the lessons, surprises, and strategies shaping smarter marketing decisions, not theory, but what we’ve seen in the trenches.

📜 Outline of Talk / Agenda:

• 5 min: Introduction to PyMC Labs and speakers
• 40 min: Panel discussion
• 15 min: Q&A

💼 About the speakers: Thomas Wiecki (Founder of PyMC Labs) Dr. Thomas Wiecki is an author of PyMC, the leading platform for statistical data science. To help businesses solve some of their trickiest data science problems, he assembled a world-class team of Bayesian modelers and founded PyMC Labs -- the Bayesian consultancy. He did his PhD at Brown University studying cognitive neuroscience. 🔗 Connect with Thomas: 👉 Linkedin: https://www.linkedin.com/in/twiecki/ 👉 Website: https://www.pymc-labs.com/ https://twiecki.io/ 👉 GitHub: https://github.com/twiecki 👉 Twitter: https://twitter.com/twiecki

Niall Oulton (Vice President of Sales - PyMC Labs) Niall Oulton has built a reputation as a leading expert in the field of marketing analytics, with a specialization in Bayesian Marketing Mix Modelling. His career, spanning over a decade, has seen him on both sides of the business landscape - agency and client. His rich background provides him with a unique perspective, making him an expert in understanding and navigating the complexities of both worlds.

🔗 Connect with Niall: 👉 LinkedIn: https://www.linkedin.com/in/nialloulton20/ 👉 Twitter: https://twitter.com/niall20 👉 GitHub: https://github.com/nialloulton 👉 Website: https://1749.io/

Tim McWilliams (Principal Data Scientist - PyMC Labs) With over 7 years of experience in the marketing mix modeling and marketing analytics space, Tim specializes in applying Bayesian modeling techniques to solve complex business challenges and uncover actionable insights. Passionate about bridging advanced statistical methods with real-world marketing strategy, he has worked across diverse industries to optimize media investments and measure impact.

🔗 Connect with Tim: 👉 LinkedIn: https://www.linkedin.com/in/tim-mcwilliams-a4b647b3/ 👉 Github: https://github.com/timbo112711

Kemble Fletcher (Director of Product Development - PyMC Labs) Before joining PyMC Labs, Kemble co-founded SweepLift and co-invented its patent-pending in-stream survey and measurement technology. He later led omnichannel attribution and measurement strategy at Google for its top 300 global clients, influencing $2B in ARR. Prior to that, he drove digital analytics and predictive modeling at OMD for brands like Levi’s, Hilton, and eHarmony. He also advises SaaS and start-up leaders on data architecture, attribution, and growth. At PyMC Labs, Kemble helps organizations solve complex challenges through advanced Bayesian modeling.

🔗 Connect with Kemble: 👉 LinkedIn: https://www.linkedin.com/in/kemblefletcher/

Carlos Trujillo (Principal Data Scientist - PyMC Labs) Carlos is a Marketing Scientist passionate about using data and AI to turn marketing strategy into measurable results. He’s worked with teams across Latin America, Europe, and Africa, including roles at Wise, Bolt, and Omnicom Media Group. As a core member of PyMC Labs, he contributes to open-source projects like PyMC-Marketing, blending statistical rigor with practical marketing insight.

🔗 Connect with Carlos: 👉 LinkedIn: https://www.linkedin.com/in/cetagostini/ 👉 Github: https://github.com/cetagostini

💼 About the Host: Evan Wimpey (Director of Analytics at PyMC Labs) Evan helps clients design Bayesian solutions tailored to their goals, ensuring they understand both the how and why of inference. With master’s degrees in Economics and Analytics, he focuses on delivering clear value throughout projects and brings a unique twist with his background in data comedy. 🔗 Connect with Evan: 👉 Linkedin: https://www.linkedin.com/in/evan-wimpey/ 👉 GitHub: https://github.com/ewimpey

📖 Code of Conduct: Please note that participants are expected to abide by PyMC's Code of Conduct.

🔗 Connecting with PyMC Labs: 🌐 Website: https://www.pymc-labs.com/ 👥 LinkedIn: https://www.linkedin.com/company/pymc-labs/ 🐦 Twitter: https://twitter.com/pymc_labs 🎥 YouTube: https://www.youtube.com/c/PyMCLabs 🤝 Meetup: https://www.meetup.com/pymc-labs-online-meetup/ 🎮 Discord: https://discord.gg/mTc64cAz

Date: 2025-10-23. Joint webinar showing how a modern data integration layer can transform Bayesian Marketing Mix Models (MMMs). From automated data ingestion and standardization with Fivetran connectors and dbt models to Bayesian inference and performance optimization with PyMC-Marketing. You will learn: unify ad and commerce data across platforms; transform standardized tables into model-ready datasets; run Bayesian MMMs with uncertainty quantification, adstock and saturation effects, and budget optimization; and scale a production-ready MMM pipeline across markets and brands. Start time: 15:00 UTC (8:00 PT / 11:00 ET / 5:00 Berlin).

Join us for our 5th meetup on Wednesday, March 5th, hosted by Bolt! 🎉

Don't miss out on this exciting event where you can learn and network with fellow Python + Data enthusiasts in the Tallinn area. RSVP now to reserve your spot!

When: March 5, 2025, 18:00 Where: Bolt Tallinn, Vana-Lõuna 15, Tallinn, Estonia (Side Entrance)

Location:

Our meetup will take place in the 1st floor Auditorium at Bolt HQ (Vana-Lõuna 15, Tallinn). Please enter through the side doors on the Herne street side (when facing the main door, head to the left).

What's Happening? Whether you're a beginner or an experienced data practitioner, this meetup is a great opportunity to network and enhance your skills. We will have 3 talks:

1️⃣ Bridging Causal thinking and Media Mix Modeling Carlos Eduardo Trujillo Agostini, Principal Data Scientist at PyMC Labs

2️⃣ Tips and tricks for bringing AI features to production Daniil Dzemesjuk, AI Team Lead at PropVIVO

3️⃣ Large scale VectorDB powering ML applications Denys Kovalenko, Engineering Manager at Bolt

The event will be in English.

Schedule 18:00 - Doors are open🚪; food and drinks ready 🍕 18:30-20:30 - Keynote speakers 🧑‍🏫 21:00 onward - Networking 🗣️; more food and drinks 🍻

Want to Speak at a future event? If you wish to submit a proposal, use this Google form: https://forms.gle/p67CDXR7pxzwRaa98

Sponsors We are open to sponsors! Whether it's a venue / drinks / snacks, we would love to hear about it. Contact one of the organizers for more details.

🎙️ Speaker: Aleksander Molak\, Thomas Wiecki\, Carlos Trujillo \| ⏰ Time: 14:00 UTC / 7:00 AM PT / 10:00 AM ET / 4:00 PM Berlin

Have you ever wondered about the difference between Bayesian and Causal Modeling? Or how these two approaches can help improve your data analysis? This event is for you!

Join us for an open conversation with our experts, where we’ll explore the key differences, best use cases, and practical tips for using both Bayesian and Causal methods.

What You’ll Learn:

• What makes Bayesian and Causal Modeling different and when to use each.
• Real-life examples and advice from experienced professionals.
• A chance to ask questions and be part of the discussion.

📜 Outline of Talk / Agenda:

• 5 min: Intro to PyMC Labs and speakers
• 45 min: Presentation, panel discussion
• 10 min: Q&A

💼 About the speaker:

1. Aleksander Molak (Author of "Causal Inference & Discovery in Python") Alex is on a mission to make complex ideas simple and easy to understand. He’s an independent machine learning researcher, author, and educator, specializing in causality, NLP, and AI strategy.

🔗 Connect with Alex: 👉 Website: https://alxndr.io/ 👉 Youtube: https://www.youtube.com/@CausalPython 👉 Linkedin: https://www.linkedin.com/in/aleksandermolak 👉 Github: https://github.com/alxndrmlk

1. Carlos Trujillo Agostini (Data Science at PyMC Labs)

Carlos, a seasoned marketing scientist at PyMC Labs, has built a career advancing Marketing Mix Modeling through structured causal models, transforming how data is used in marketing strategies.

🔗 Connect with Carlos: 👉 GitHub: https://github.com/cetagostini 👉 LinkedIn: https://linkedin.com/in/cetagostini

💼 About the Host:

1. Thomas Wiecki (Founder of PyMC Labs) Dr. Thomas Wiecki is an author of PyMC, the leading platform for statistical data science. To help businesses solve some of their trickiest data science problems, he assembled a world-class team of Bayesian modelers and founded PyMC Labs -- the Bayesian consultancy. He did his PhD at Brown University studying cognitive neuroscience.

🔗 Connect with Thomas: 👉 Linkedin: https://www.linkedin.com/in/twiecki/ 👉 Website: https://www.pymc-labs.com/ https://twiecki.io/ 👉 GitHub: https://github.com/twiecki 👉 Twitter: https://twitter.com/twiecki

📖 Code of Conduct: Please note that participants are expected to abide by PyMC's Code of Conduct.

🔗 Connecting with PyMC Labs: 🌐 Website: https://www.pymc-labs.com/ 👥 LinkedIn: https://www.linkedin.com/company/pymc-labs/ 🐦 Twitter: https://twitter.com/pymc_labs 🎥 YouTube: https://www.youtube.com/c/PyMCLabs 🤝 Meetup: https://www.meetup.com/pymc-labs-online-meetup/

🎙️ Speaker: Louis Magowan & Ruari Walker \| ⏰ Time: 17:00 UTC / 9:00 am PT / 12:00 pm ET / 6:00 pm Berlin

Ruari and Louis are Data Scientists at Qonto, a leading European business finance solution. They discuss their journey through the MMM landscape including: how MMM began at Qonto and their experience working with an external MMM vendor, their exploration of current open-source solutions, why they landed on PyMC, and the current challenges they face.

📜 Outline of Talk / Agenda:

• 5 min: Intro to PyMC Labs and speakers
• 45 min: Presentation, panel discussion
• 10 min: Q&A

💼 About the speaker:

1. Ruari Walker

Ruari made an unconventional journey into the field of Data Science, beginning his career in academia before working as a Data Scientist for Heetch, a ride-hailing app based in Paris. He joined Qonto, a leading European business finance solution, in 2022 and has since focused largely on Marketing and Growth topics such as incrementality testing and MMM.

🔗 Connect with Ruari: 👉 LinkedIn: https://www.linkedin.com/in/ruariwalker/

1. Louis Magowan

Louis joined Qonto at their Paris office at the start of 2023 and has predominantly been working on Marketing and Growth topics such as incrementality testing and MMM. Previously, he worked for Jellyfish - a Digital Marketing consultancy, in their London office.

🔗 Connect with Louis: 👉 LinkedIn: https://www.linkedin.com/in/louismagowan/ 👉 Medium: https://medium.com/@louismagowan42 👉 GitHub: https://github.com/louismagowan

💼 About the Host:

1. Carlos Trujillo Agostini (Data Science at PyMC Labs/Wise)

Carlos, a seasoned marketing scientist with international experience, has built a career pushing the boundaries of traditional marketing strategies. Now, at Wise, he's leading the evolution of their Marketing Mix Modeling through the innovative use of structured causal models, demonstrating the transformative power of data-driven decision-making in the marketing realm

🔗 Connect with Carlos: 👉 GitHub: https://github.com/cetagostini 👉 LinkedIn: https://linkedin.com/in/cetagostini

📖 Code of Conduct: Please note that participants are expected to abide by PyMC's Code of Conduct.

🔗 Connecting with PyMC Labs: 🌐 Website: https://www.pymc-labs.com/ 👥 LinkedIn: https://www.linkedin.com/company/pymc-labs/ 🐦 Twitter: https://twitter.com/pymc_labs 🎥 YouTube: https://www.youtube.com/c/PyMCLabs 🤝 Meetup: https://www.meetup.com/pymc-labs-online-meetup/

🎙️ Speaker: Niall Oulton\, Carlos Eduardo Trujillo Agostini \| ⏰ Time: 17:00 UTC / 9:00 am PT / 12:00 pm ET / 6:00 pm Berlin

As the year draws to a close, it's time to reflect on the remarkable journey of PyMC-Marketing. We've witnessed significant advancements with the addition of several new features, and now, our users are beginning to harness their potential.

Join us on this special occasion, for an immersive experience. We're excited to present a live demo, meticulously designed to showcase a selection of compelling use cases. These cases are not just theoretical constructs; they are real-world applications demonstrated by actual users of PyMC-Marketing. Witness firsthand how our platform has been instrumental in their success.

To add more substance to our session and ensure it's not just informative but also engaging, we've planned a unique segment featuring the new GPT model developed by Niall. The new GPT will be the most powerful assistant to create MMM models.

Don't miss this opportunity to delve into the world of PyMC-Marketing, discover new use cases, and explore the ease of using GPT for your MMM models. We promise you an event filled with learning, interaction, and innovation.

Looking forward to an insightful and invigorating session with you!

📜 Outline of Talk / Agenda:

• 5 min: Intro to PyMC Labs and speakers
• 45 min: Presentation, panel discussion
• 10 min: Q&A

💼 About the speaker:

1. Niall Oulton

Niall Oulton has built a reputation as a leading expert in the field of marketing analytics, with a specialization in Bayesian Marketing Mix Modelling. His career, spanning over a decade, has seen him on both sides of the business landscape - agency and client. His rich background provides him with a unique perspective, making him an expert in understanding and navigating the complexities of both worlds.

Previously, Niall played an integral role in the development and deployment of an entire Bayesian MMM workflow at a global agency. This experience enabled him to gain valuable insight into the potential risks, benefits and pitfalls of in-housing a marketing effectiveness measurement programme.

🔗 Connect with Niall: 👉 LinkedIn: https://www.linkedin.com/in/nialloulton20/ 👉 Twitter: https://twitter.com/niall20 👉 GitHub: https://github.com/nialloulton 👉 Website: https://1749.io/

1. Carlos Eduardo Trujillo Agostini

Carlos, a seasoned marketing scientist with international experience, has built a career pushing the boundaries of traditional marketing strategies. Now, at Bolt, he's leading the evolution of their Marketing Mix Modeling through the innovative use of PyMC, demonstrating the transformative power of data-driven decision making in the marketing realm

🔗 Connect with Carlos: 👉 GitHub: https://github.com/cetagostini 👉 Linkedin: https://linkedin.com/in/cetagostini

💼 About the Host:

1. Dr. Thomas Wiecki (PyMC Labs)

Dr. Thomas Wiecki is an author of PyMC, the leading platform for statistical data science. To help businesses solve some of their trickiest data science problems, he assembled a world-class team of Bayesian modelers and founded PyMC Labs -- the Bayesian consultancy. He did his PhD at Brown University studying cognitive neuroscience.

🔗 Connect with Thomas Wiecki: 👉 Website: https://www.pymc-labs.com/ 👉 GitHub: https://github.com/twiecki 👉 Twitter: https://twitter.com/twiecki 👉 Blog posts: https://twiecki.io/

📖 Code of Conduct: Please note that participants are expected to abide by PyMC's Code of Conduct.

🔗 Connecting with PyMC Labs: 👥 LinkedIn: https://www.linkedin.com/company/pymc-labs/ 🐦 Twitter: https://twitter.com/pymc_labs 🎥 YouTube: https://www.youtube.com/c/PyMCLabs 🤝 Meetup: https://www.meetup.com/pymc-labs-online-meetup/