I'm pioneering a new standard in marketing measurement. After a decade solving measurement challenges from inside the industry's largest platforms, I've developed approaches that fundamentally redefine how marketing impact should be understood.

My insights come from leadership roles at Google, Amazon, and TikTok. Today, I work on the frontlines through GrowthByScience, helping advertisers transform their measurement approaches. I also serve as Technical Advisor to a major tech platform. This dual perspective keeps my knowledge current and actionable.

I'm committed to creating a more transparent, accurate measurement ecosystem that serves everyone's interests. This newsletter is the foundation of that transformation, making essential knowledge accessible to all industry stakeholders.

Here's what subscribers learn:

Measurement Fundamentals. Clear explanations that make complex concepts accessible to everyone in the value chain.

Value Discovery. Proven methods to identify where true incremental impact happens.

Causal Frameworks. Practical approaches that support both creative strategy and technical optimization.

Ecosystem Collaboration. Tools that help advertisers and platforms speak the same language about business outcomes.

My methodologies have helped advertisers identify millions in wasted spend and unlock double-digit growth opportunities invisible to conventional attribution. For platforms, my frameworks have strengthened advertiser confidence and improved retention by demonstrating true incremental value.

As the bridge between advertisers and platforms, I unite the ecosystem through shared understanding rather than competing metrics. My frameworks create common ground where both sides can recognize true value, replacing historical tension with collaborative growth.

Selected subscribers may be invited to apply for the EBM* Clarity Accelerator. My premium advisory service that provides practical tools and frameworks to rapidly transform creative marketing vision into evidence-backed business impact.

Talgat Mussin
Senior Consultant, Growth by Science
Former Marketing Science Lead at Google, Amazon, and TikTok

Subscribe to learn how to transform measurement frustration into causal clarity that supports bold, effective marketing.

*Evidence-Based Marketing (EBM) is the rigorously proven approach that grounds marketing decisions in causal measurement rather than intuition or correlation. It employs systematic verification methods to distinguish what truly drives business results. By establishing clear cause-and-effect relationships, EBM often confirms creative vision that conventional measurement undervalues. This liberates marketing from the shortsighted metrics of status quo thinking.