01 / Signal

Marty Smithson

Business intelligence × performance marketing

Marketing measurement that finance will fund.

I don't optimize for platform ROAS. I measure what actually happened to the business.

06

Years

of marketing data science

2020 — 2026

$30M+

Media

directed

Career

$1M

Monthly

mix

Black Clover · CEO

$2M

Monthly

mix

Nutricost · CMO

$50 → $1,000

Per day

Ketologic / Primaforce

Nutricost sub-brands

02 / Desks

01Black CloverHead of BI & Performance Marketing$1M/month media mixRead →02NutricostPerformance Marketing & Analytics Lead$2M/month mediaRead →03McFly AdsCEO · marketing data science10 named brandsRead →

03 / Origin

I bet on myself.

I was sure enough in the analytics that I cold-outreached lead-gen companies and offered to pay their ads myself — commission only if I closed. It worked. They started paying the ads and paying me.

Research agents and reporting loops sit behind the work. They are how it ships — not a job title.

04 / Wall

Ten named brands

Complete public roster. No invented ROAS.

Drag / scroll →

05 / Stack

The system

MMMMERGeoLiftSQLPythonRSnowflakeBigQueryBudgetLookerMeridianCausal

Hover a node. Related work lights.

  • MMMRobyn and Bayesian Meridian.
  • MERCash sales after returns ÷ spend.
  • GeoLiftCausal holdouts, not path credit.
  • SQLThe warehouse language.
  • PythonCleaning, models, pipelines.
  • REDA and statistical work.
  • SnowflakeWarehouse.
  • BigQueryWarehouse.
  • BudgetThe job after the model.
  • LookerThe executive desk.
  • MeridianBayesian MMM.
  • CausalInference, not last-click.