About Talgat
I spent 9 years inside Google, Amazon, and TikTok. Now I translate what measurement experts gatekeep into insights anyone can use.
Since going independent in March 2024, the biggest problem isn’t bad tools - it’s that knowledge stays locked in silos. Platforms, consultancies, and enterprises guard their pieces. I’m assembling the complete picture and documenting how to turn measurement expertise into scalable income.
What I Write About
1. Causal Measurement & Systems Thinking - How to identify what actually drives outcomes. I teach practitioners to think causally when AI executes but humans decide what matters. I compress 10 years of learning into 10 days of reading.
2. The Measurement Expert’s Playbook - The path from FAANG to scalable expertise business. I document what’s working: building SME authority, creating career optionality, transitioning to advisory/fractional work, and monetizing knowledge.
Recent Thought Leadership:
Workshops & Training:
“Elevating Marketing ROI” for American Association of Advertising Agencies (4As) (link)
Geo Experiment best practices for Walmart Connect data science team (30+ attendees)
“Audio Ads in MMM” for Interactive Advertising Bureau (IAB)
The US Growth Playbook for KZ startups (Most Accelerator)
Podcasts & Media:
Hosted interview with Gabriele Franco, co-Founder of Cassandra YouTube link
Wantrepreneur to Entrepreneur: “This marketing scientist is saving $1B in wasted ad dollars”
Entrepreneur Spotlight: The Tech Veteran Championing Marketers
Industry Events:
“Calibrating MMM with Experiments” webinar (300+ attendees) YouTube
Co-led Holistic Measurement forum at NY AdWeek
Where This Expertise Comes From
X Corp | March 2025 - Present | Technical Advisor, Incrementality
Led incrementality transformation for Fortune 500 advertisers using Bayesian structural time series, synthetic controls, and geo-experiments. Trained teams on causal inference frameworks, shifting clients from deterministic tracking to evidence-based evaluation.
Growth by Science | July 2024 - July 2025 | Senior Consultant
Designed learning agendas and experimental frameworks for clients transitioning to causal measurement. Advanced capabilities through structured experimentation enabling systematic channel contribution quantification.
ByteDance (TikTok) | 2023 - 2024 | Global Product Lead, Measurement
Led product marketing for Brand Lift, Modeled Conversions, and Geo Experiments globally. Developed Outcome Measurement framework integrating 1P and 3P solutions. Co-led NY AdWeek Holistic Measurement forum.
Amazon Advertising | 2022 - 2023 | Ads Research Scientist
Provided analytical guidance across DSP teams. Developed novel approaches to incrementality validation. Authored research on multivariate regression, continuous balance monitoring, and coerced exact matching.
Google | 2017 - 2022 | Three progressive measurement roles
Marketing Science Sector Lead (2020-2022): Led teams across 7 verticals, unlocking $300M in budgets. Introduced Media Efficiency S-curve, Balanced Randomization, Weighted multipliers.
Ads Measurement Lead (2018-2019)
Program Manager (2017-2018)
In a world of infinite data, clarity is the only superpower.
Talgat | LinkedIn
