Jake Piekarski
This site hosts MMM and Bayesian modelling related blogs written by me. Here you’ll find practical guides, case studies, and technical deep-dives on Marketing Mix Modelling, hierarchical priors, incrementality testing, and causal inference, all grounded in Bayesian statistics and implemented in PyMC. Head to Blogs to browse all posts.
Bio
I’m a data scientist with a passion for Bayesian statistics and marketing measurement. Currently working as a Marketing Data Scientist, I specialise in advanced statistical modelling, including Marketing Mix Modelling (MMM), incrementality testing, and causal inference. My expertise lies in translating complex data into actionable insights to optimise marketing strategies and fuel data-driven decision-making. I have both agency and consultancy experience, working with a wide range of clients across various industries, from airlines to Fortune 100 CPGs.
| Educational Achievement | Obtained From | Class |
|---|---|---|
| Bachelor’s in Mathematics | University of Nottingham | First class |
| Master’s in Mathematics | University of Nottingham | First class |
PyMC Labs
I’m currently a Data Scientist at PyMC Labs, the Bayesian AI consultancy founded by the creators of PyMC. PyMC Labs partners with organisations worldwide to design, implement, and optimise bespoke Bayesian models, from Media Mix Modelling and marketing analytics to AI systems and causal inference. I joined the team in January 2025 and contribute to client projects and open-source tooling in the Bayesian marketing and analytics space.
JTP Analytics
JTP Analytics is my own consultancy, offering expertise in Marketing Mix Modelling and marketing measurement. Whether you need model development, validation, or support with incrementality testing and attribution, I help teams turn complex data into clear, actionable insights. Reach out at jakepiekarski@jtp-analytics.com for any MMM or marketing analytics support.
Thank you for reading.