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🎙️ Speakers: William Dean, Carlos Trujillo, Luke Alexander | ⏰ Time: 15:00 UTC / 8:00 AM PT / 11:00 AM ET / 5:00 PM Berlin

Many marketing and analytics teams are looking for ways to accelerate the path from raw data to actionable insights in their Marketing Mix Models (MMMs). In this joint webinar, the PyMC Labs and Fivetran teams will demonstrate how a modern data integration layer can transform the way Bayesian MMMs are built, deployed, and maintained in production.

Building on the recent announcement of our partnership with Fivetran, this session walks through the complete MMM workflow — from automated data ingestion and standardization with Fivetran’s connectors and dbt models, to Bayesian inference and performance optimization with PyMC-Marketing.

You’ll see how combining Fivetran’s reliable data pipelines with PyMC-Marketing’s probabilistic modeling tools enables teams to go from “data everywhere” to a fully operational, transparent MMM pipeline—ready for real-world marketing measurement.

You will learn:

  • Use Fivetran and dbt to unify ad and commerce data across multiple platforms
  • Transform standardized tables into model-ready datasets with PyMC-Marketing loaders
  • Run Bayesian MMMs with uncertainty quantification, adstock and saturation effects, and budget optimization
  • Scale a repeatable, production-ready MMM pipeline across markets and brands

Join us to see how PyMC Labs and Fivetran are redefining what it means to build fast, reliable, and transparent Marketing Mix Models at scale.

📜 Outline of Talk / Agenda:

  • 5 min: Intro to PyMC Labs, ivetran and speakers
  • 45 min: Presentation, panel discussion
  • 10 min: Q&A

💼 About the speakers:

William Dean (Principal Data Scientist - PyMC Labs)

  1. Luke is a Statistician and Data Scientist specializing in geospatial and user analytics. With a deep interest in Bayesian methods, he focuses on transforming complex data into clear, meaningful insights through visualization. His work bridges analytics and software design, exploring how thoughtful engineering can make solving data challenges both simpler and more engaging.

🔗 Connect with William:
👉 Linkedin: [https://www.linkedin.com/in/williambdean/ ](https://www.linkedin.com/in/williambdean/)
👉 Github: https://github.com/wd60622

Carlos Trujillo (Principal Data Scientist - PyMC Labs)
Carlos is a Marketing Scientist passionate about using data and AI to turn marketing strategy into measurable results. He’s worked with teams across Latin America, Europe, and Africa, including roles at Wise, Bolt, and Omnicom Media Group. As a core member of PyMC Labs, he contributes to open-source projects like PyMC-Marketing, blending statistical rigor with practical marketing insight.

🔗 Connect with Carlos:
👉 LinkedIn: https://www.linkedin.com/in/cetagostini/
👉 Github: https://github.com/cetagostini

Luke Alexander (Senior Product Manager at Fivetran)
Luke is a Product Manager specializing in data platforms and marketing technology. He leads product strategy for marketing analytics at Fivetran, helping enterprises centralize and analyze advertising and marketing data. Previously, he built e-commerce and marketplace products at Carbon6, Pivotree, and Gorilla Group.

🔗 Connect with Luke:
👉 LinkedIn: https://www.linkedin.com/in/luke-s-alexander/

💼 About the Host:
Evan Wimpey (Director of Analytics at PyMC Labs)
Evan helps clients design Bayesian solutions tailored to their goals, ensuring they understand both the how and why of inference. With master’s degrees in Economics and Analytics, he focuses on delivering clear value throughout projects and brings a unique twist with his background in data comedy.

🔗 Connect with Evan:
👉 Linkedin: [(https://www.linkedin.com/in/evan-wimpey/)](https://www.linkedin.com/in/evan-wimpey/)
👉 GitHub: https://github.com/ewimpey

📖 Code of Conduct:
Please note that participants are expected to abide by PyMC's Code of Conduct.
🔗 Connecting with PyMC Labs:
🌐 Website: https://www.pymc-labs.com/
👥 LinkedIn: https://www.linkedin.com/company/pymc-labs/
🐦 Twitter: https://twitter.com/pymc_labs
🎥 YouTube: https://www.youtube.com/c/PyMCLabs
🤝 Meetup: https://www.meetup.com/pymc-labs-online-meetup/
🎮 Discord: https://discord.gg/wXVC3gBZ

Data Analytics
Data Science
Data Science using Python
Data Center and Operations Automation
Marketing

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