I’m David Montero Isusi, a Data and Measurement Specialist with over eight years of experience at the forefront of digital strategy at Google. My expertise is focused on demystifying marketing performance and helping businesses transition to a privacy-safe, data-driven future.

As an Incrementality Expert, I specialize in designing and implementing advanced measurement frameworks that prove the true value of marketing campaigns, particularly for non-click-based channels like YouTube and Discovery. My work involves combining rigorous Incrementality Testing with Attribution and Marketing Mix Modeling (MMM).

I am passionate about leveraging cutting-edge technology: I specialize in applying First-Party Data (1PD), Machine Learning, and Artificial Intelligence to build predictive models, optimize bidding strategies, and drive significant media efficiency.

This blog is where I break down complex concepts in Modern Measurement, AI in Marketing, and Data Strategy into actionable insights.

Beyond the world of data, I hold a Master’s degree in Viticulture, Enology, and Wine Economics, bringing a unique perspective on long-term growth and strategy. I also dedicate time to environmental volunteering with Service Civil International.