About
I'm Saurabh Ghatnekar - a data engineer specializing in causal marketing infrastructure. I build the systems that power MMM, incrementality testing, and experimentation.
The Short Version
I’m a data engineer specializing in causal marketing - the infrastructure behind MMM, incrementality testing, and experimentation platforms.
I help marketing teams move from correlation (“we spent more and sales went up”) to causation (“this campaign drove $X in incremental revenue”).
What I Do
Causal Marketing Infrastructure
I build the data systems that power marketing measurement:
- Marketing Mix Modeling (MMM) - Data pipelines, feature engineering, model deployment
- Incrementality Testing - Geo-experiments, holdout tests, synthetic control
- Experimentation Platforms - A/B testing infrastructure, statistical engines, decision frameworks
Why This Matters
Attribution is broken. iOS 14 killed mobile tracking. Cookies are dying. Third-party data is unreliable.
But the question remains: “Did this marketing actually work?”
Causal inference answers that question. Not with clicks and last-touch attribution, but with experiments and statistical models that prove causation.
The Data Engineering Angle
Most causal marketing content focuses on the statistics. I focus on the plumbing:
- How do you build an MMM pipeline that refreshes daily?
- How do you design a feature store for marketing data?
- How do you operationalize geo-experiments at scale?
This is where data engineering meets causal inference.
Currently
- Senior Data Engineer @ Measurebit (causal marketing focus)
- MTech in Data Engineering @ IIT Jodhpur (GenAI + RL specialization)
- Building experimentation and measurement infrastructure
- Writing about what I learn here
Get in Touch
I’m always happy to connect with others working on marketing measurement, causal inference, or data engineering.
- GitHub: github.com/saurabhghatnekar
- LinkedIn: linkedin.com/in/saurabhgghatnekar
- X/Twitter: x.com/saurabh_works