1100: This marketing scientist is saving $1b in wasted ad dollars! w/ Talgat Mussin

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Recorded28 Apr 2025

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Unlock the secrets of maximizing your marketing spend with Talgat Mussin, a marketing scientist with experience at Google, Amazon, and TikTok. Discover how adopting an experimental mindset can revolutionize your advertising strategy and uncover the true impact of your marketing efforts. Talgat shares his journey from working in tech giants to creating his own venture focused on minimizing ad spend waste through incrementality testing and causal inference.Curious about how to accurately measure the effectiveness of each marketing channel? Learn why many channels over-report their impact and how a scientific approach can help you make informed budget allocation decisions. Talgat emphasizes the importance of staying accountable and continually experimenting with strategies, urging business owners to look beyond the surface metrics presented by ad platforms, whose main aim is to maximize shareholder value.Step into the future of marketing with insights on AI's transformative role in enhancing productivity and efficiency. Talgat discusses the potential of AI to accelerate learning and streamline processes like content creation, while also addressing challenges such as inflated metrics and the need for accurate measurement. Through "Incrementality Insider," he aims to bridge knowledge gaps in advertising measurement, empowering businesses to optimize their ad spend and unlock untapped potential. Join us for a thought-provoking exploration into the evolving world of marketing science.ABOUT TALGATTalgat Mussin is a Marketing Scientist with over a decade of experience in AdTech, including roles at Google, Amazon, and TikTok.He has helped leading tech companies optimize over $300 million in marketing spend and has a deep understanding of incrementality testing and causal inference. Talgat is now applying his expertise as an entrepreneur, guiding marketers to achieve clarity and confidence in their marketing investments through Incrementality Insider.LINKS & RESOURCESVisit Incrementality Insider’s Website and Subscribe to the Newsletter!Connect with Talgat on LinkedIn

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