This is a cool prompt ❤️ 🚀 I build because I like to build and no longer get a chance to build as much in my day job - but I don't sell 😅 When I joined, I was building a geo experimentation platform. When I ran our first large scale geo experiments for WordPress.com's paid media spend back in 2019, we were spending tens of millions of dollars a year on ads and the tests showed that 90% of it was non-incremental (sales would have happened anyway). We stopped all advertising for 2.5 years due to the incrementality test and in 2023, we rebuilt the entirety of our marketing strategy relying on geo experimentation. At the time, this had to be built via in-house teams and required engineering, data science / stats /ML, and MLOps knowledge. Today, there are a myriad of companies offering it, which is awesome to see. Now I am building a knowledge-base-in-a-box and proactive AI agent for paid media alerts. Like Optmyzr but without the clunkiness and with budget protection flows built-in. We are also exploring an AI Enablement consultancy with a colleague of mine - dependent on COI.
👋 Hi everyone! I’m Demet Dagdelen, a Machine Learning Engineer turned Director of ML & Experimentation, now leading Marketing & Growth Infra at Automattic (the company behind WordPress.com, Woo, Jetpack, Tumblr, and more). My background is a bit unusual for this space: I come from a deeply technical ML/data science world but fell in love with marketing because it's the most fun and impactful way to bring modeling and AI to life. You can actually see your work making money and that’s addictive. I’ve spent 10+ years working at the intersection of marketing, data science, AI, and causal inference:
For email, we introduced uplift models that doubled incremental revenue while emailing only 30% of our promo users with discount codes.
For paid media, I used causal inference to reveal tens of millions in wasted spend — then led a 12-months long full rebuild of our paid strategy based on validated, incremental results through geo experiments and smart testing across audiences & strategies.
Now, in my free time, I'm building tools that bring these advanced methods to everyone else — starting with:
AI-powered PPC audits and alerts with competitor benchmarking, and
A geo experimentation platform to validate media spend like the big players do.
Would love to connect with folks here - especially if you’re into performance marketing and smarter ways to measure true impact, or if you’ve got ideas on go-to-market strategies — I’ve spent most of my time on tech and marketing infra for large orgs, so I’m excited to learn more from this community. Looking forward to chatting with you! https://www.linkedin.com/in/metish/
