Marketing Science & Attribution

Better marketing decisions
backed by evidence, not assumptions.

I help DTC and e-commerce brands understand what truly drives revenue through Marketing Mix Modeling, incrementality analysis, and decision-ready analytics.

Remote-first  global clients
Revenue-focused analytics
Fast delivery cycles
Fully transferable models & dashboards
Book a Growth Audit Explore Services

Impact snapshot

$71.2M
Revenue generated across managed accounts
+45%
ROAS improvement for one account, 3.29x → 4.78x
$29.9M
Ad spend managed

Currently onboarding 2 new clients

Based remotely · overlaps US, UK & EU business hours
Sirine Ben Mansour, Marketing Analytics and Attribution Specialist
About

Hi, I’m Sirine

I'm a Marketing Analytics and Attribution specialist with a background in business analytics and marketing, and the person behind the numbers above. There's no team or agency layer between you and the work: I get hands-on with your data personally to find out what's actually driving revenue across your channels.

I work with Marketing Mix Modeling, multi-touch attribution, and causal inference to replace guesswork with measurable, incremental impact: which channels are truly earning their budget, where spend is being wasted, and how CAC and LTV shift as you scale. Here's a closer look at how that plays out in practice.

Let’s talk about your attribution setup
What I do

Services

Tailored analytics solutions: from real-time dashboards to advanced causal attribution models.

Most agencies stop at platform-reported attribution, numbers Meta and Google have every incentive to inflate. I build causal models (MMM, GeoLift) that measure incremental impact, not self-reported clicks.

Dashboard

KPI Dashboard Implementation

For DTC brands facing data fragmentation and needing reliable, automated visibility.

  • Automated dashboards in Looker Studio
  • KPI tracking: CPA, ROAS, LTV, and more
  • Data cleaning & transformation with Python and SQL
Attribution

Causal Marketing Mix Modeling

For scaling DTC brands requiring advanced, unbiased, causal attribution.

  • End-to-end MMM using Robyn/Meridian and custom models
  • Multi-channel analysis: paid social, search, email
  • Strategic budget reallocation recommendations
  • Incrementality and GeoLift testing
Consulting

Marketing Tech Stack Audit

Expert guidance when you need a second opinion or a clear direction.

  • 2-hour consulting and strategy session
  • In-depth marketing analytics audit
  • Actionable recommendations report
  • Open to CMOs, marketing managers, and analytics teams
Hire Hourly

Pay-As-You-Go Analytics Support

Hourly analytics support, no retainer required, ideal for testing the fit before committing.

  • Consulting services
  • Dashbording services
  • MMM Setup services
  • Open to CMOs, marketing managers, and analytics teams
Proof

Results & case studies

What managed accounts achieved, and how, full write-ups available as PDF.

$71.2M Revenue generated
$29.9M Ad spend managed
+45% ROAS lift, 3.29x → 4.78x
~96% Revenue growth, 2x spend scale-up
Multi-Brand E-Commerce

One BigQuery source of truth for a 4-brand e-commerce group

Unified 4 Shopify brands into one BigQuery analytics layer, replacing manual reporting with a 7-stage ELT pipeline and LTV-based acquisition targets.

  • One dataset across all 4 brands, no manual reconciliation
  • Daily gross & net profit by brand and channel
  • 1–12mo LTV curves used to set max sustainable CAC
Client A · 2024–2025 Full case study (PDF) →
E-Commerce Cosmetics

Bayesian Marketing Mix Model for a cosmetics retailer

Built a Bayesian Regression MMM over a 6-month engagement, quantifying each channel's incremental contribution to traffic as a proxy for sales.

  • Quantified incremental contribution of every channel
  • Budget reallocation roadmap toward highest-ROI channels
  • Identified most cost-effective acquisition channels
Client M · 2024 · 6-month engagement Full case study (PDF) →
Work

Dashboard Snapshots

A closer look at the dashboards behind the results above, built for clients across North America and the UK.

KPI overview dashboard showing spend, ROAS, and purchase funnels by brand
Paid media performance dashboard comparing ROAS and CPA by channel
CAC and LTV dashboard tracking customer acquisition cost over time
Cohort analysis dashboard showing customer LTV retention by signup month
KPI overview dashboard showing spend, ROAS, and purchase funnels by brand
Paid media performance dashboard comparing ROAS and CPA by channel
CAC and LTV dashboard tracking customer acquisition cost over time
Cohort analysis dashboard showing customer LTV retention by signup month
How it works

A clear, collaborative process

Transparent, insightful, and impact-driven: from your first call to ongoing support, you always know what comes next.

1

Discovery Call

A 15-minute call with no obligation. We align on your goals, data landscape, and key challenges, so every decision we make afterward is grounded in your business context.

2

Data Audit & Design

I review your data sources and tracking setup, then propose a metric framework and dashboard architecture shaped by your feedback.

3

Build

Automated dashboards in Looker Studio or Power BI, MMM for channel ROI, and MTA for full-funnel touchpoint valuation with weekly progress updates.

4

Validation & Insights Delivery

Everything is tested for accuracy before we review findings together, so you can act on insights with confidence.

5

Ongoing Optimisation

Post-launch, I support continuous improvements and updates. You maintain full ownership of your data and reporting infrastructure.

Client feedback

What clients say

Sirine joined our team for a media-mix-modeling project and quickly demonstrated she grasped both the statistical nuances and the business stakes so we expanded her role to cover the wider marketing analytics stack. She overhauled our data pipelines and reporting infrastructure, giving leadership near-real-time clarity on spend, ROI, and performance trends. Having already navigated the measurement challenges of optimising an eight-figure budget, Sirine brings the foresight and technical depth that scaling brands need.

Ben P., CEO at Caba Design LinkedIn

Sirine is very competent, thoughtful, takes feedback well, and communicates promptly. I would definitely work with her again. Highly recommend.

Drayton D., Manager at Tower Hills Capital LinkedIn

She brought a level of enthusiasm and expertise to our marketing mix modeling project that was truly impressive. Always on time, organized, and delivering high-quality work.

Fadoua H., Data Analyst at Access International LinkedIn

Sirine delivered strong work on our MMM modeling and collaborated effectively with the team across both the analytics and attribution workstreams.

Anonymous, Upwork client Upwork

I recommend Sirine for any role that draws on her skills in marketing analytics. She was a remarkable contributor and a pleasure to work with.

Yasmine O., Co-Founder at M1Marketing LinkedIn
Pricing

Choose Your Partnership Level

Transparent pricing designed for DTC and e-commerce brands ready to make smarter marketing decisions.

Limited availability: 2 spots open

Not ready for a monthly retainer? Start with a 2-hour audit for $160 or hourly support from $85/hr, no commitment required.

Foundation

Brands needing reliable visibility

  • Automated KPI Dashboards (Looker Studio)
  • Core KPI tracking (ROAS, CPA, LTV, etc.)
  • Data cleaning & monthly updates
  • Monthly performance report
$1,500 /month

No setup fee

Discover More
Recommended

Optimization

Brands ready for strategic optimization

  • Everything in Foundation
  • Full Causal Marketing Mix Modeling (Robyn/ Meridian)
  • Budget allocation recommendations
  • Incrementality testing (GeoLift)
  • Quarterly deep-dive strategy session
$2,300 /month

+ $1,500 one-time setup fee

Discover More

Partnership

Large or complex marketing operations

  • Everything in Optimization
  • Advanced custom modeling
  • Bi-weekly support sessions
  • Competitor analysis & advanced experiments
  • Dedicated priority support
$4,500+ /month

+ $1,500 one-time setup fee

Book a Call

Terms & add-ons

Most flexible Hourly & Pay-As-You-Go Analysis from $85/hr

No retainer needed, available on request whenever you need focused analysis.

Ad-hoc Hourly Support $85 / hour
2-hour Consulting Session $160
Commitment Discounts

Save more when you commit long-term.

3 mo. 10% off Monthly fee discount
6 mo. 20% off Monthly fee + 50% off setup fee
12 mo. 25% off Monthly fee + setup fee waived + 2 bonus strategy sessions

You own everything we build. No lock-ins, full transparency.

Questions

Frequently asked questions

Answers to what usually comes up before a first call.

Is this a fit for my brand?

This works best for DTC and e-commerce brands already spending on paid marketing across more than one channel and wanting a clear, unbiased view of what's actually driving revenue. If you're pre-revenue or not yet running paid campaigns, a lighter consulting session is usually a better starting point than a full retainer.

What if my data isn't clean or my tracking is a mess?

That's normal, and it's the starting point of every engagement, not a prerequisite for one. The data audit in step two of the process is exactly where fragmented tracking, inconsistent naming, and missing conversions get sorted out before any dashboard or model is built.

How long until I see dashboards live?

Foundation-tier dashboards are typically live within two to three weeks of kickoff. Full Marketing Mix Modeling builds usually take four to six weeks, depending on how much historical data is available and how many channels are in scope.

Do I need to sign a long-term contract?

No. Engagements are month-to-month by default. Committing to 3, 6, or 12 months unlocks a discount on the monthly fee and setup cost, but it's optional, not a requirement to get started.

Who owns the dashboards and models once they're built?

You do. Everything built for your account, dashboards, models, and reporting infrastructure, is yours to keep and use independently, with no vendor lock-in. See the Terms of Service for the full details.

What tools and platforms do you work with?

Looker Studio and Power BI for dashboards, Python and SQL for data work, and Meta Robyn or Google Meridian for Marketing Mix Modeling, plus GeoLift for incrementality testing. The goal is always to fit into your existing stack rather than replace it.

Ready to turn your marketing data into growth?

Start with a 15-minute call. No obligation, just a personalised look at your analytics setup and a clear roadmap forward.

Book a Strategy Call