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.
Why I’m Building This
I left TikTok in 2024 to test whether I could match my corporate salary through independent practice - turning expertise into scalable products, not trading time for money.
Eighteen months later: milestone hit. Five former FAANG colleagues joined as partners and early supporters.
The hardest part wasn’t technical. It was questions no one talks about: How do you price expertise built over 9 years in this field? When do you say no to clients? How do you structure offers without 60-hour weeks?
I’m documenting the real answers - tested frameworks, actual numbers, behind-the-scenes decisions. Knowledge stays locked in silos. I’m breaking them open.
Two paths forward:
Building independence? See the systems I’m using, connect with others on the same path, get frameworks validated in real-time with real money on the line.
Accelerating your corporate career? Master causal measurement, understand how your expertise translates to market value, build positioning that creates optionality.
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): Architected Trifecta framework (MMM + MTA + Incrementality).
Program Manager (2017-2018): Scaled training to 70+ Analytical Leads across five global offices.
In a world of infinite data, clarity is the only superpower.
Talgat | LinkedIn
