Martin Guzman

AI for marketing analytics

Assistants that answer from your own data, through tools you can check.

Conversational analytics and agents on your warehouse. Ask what's on pace this month and get the number, the forecast and the working. Local models for teams that can't send data to a third party.

Scoped build. Six to twelve weeks.

The problem

Everyone wants AI on the data. Most of it answers confidently, and wrong.

A chatbot on top of the raw tables.

A general model pointed at the warehouse guesses the join, guesses the definition of a lead, and returns a number that looks right. The second time it returns a different one.

I give the agent a small set of tools I write: query the metric layer, run the forecast, design a test. It reaches the data only through them, never the raw tables.

Nobody can check the answer.

A number with no working is a liability in a budget meeting. If the assistant can't show which definition and which rows it used, the team stops trusting it within a month.

Every answer carries its working: the tool it called, the definition it used, the rows behind the figure. You can trace it back and so can your finance team.

Your data can't leave the building.

Legal says no third-party models. Security says no customer data over the wire. So the AI project stalls, or it ships and nobody told legal.

Local models inside your infrastructure. The data and the model stay behind your boundary, and the same tools and evaluation cases work with a hosted model later if the rules change.

How it works

Three steps, in order.

  1. Readiness.I check whether the metric layer can carry an assistant, and collect the questions your team actually asks. If the foundation isn't there, that comes first.
  2. Tools and evaluation. I write the tools the agent is allowed to use, and turn real questions into evaluation cases with known answers. The assistant has to pass them before anyone sees it.
  3. Ship and watch. The assistant goes where the team works, Slack or the browser, with every answer logged and its accuracy measured against the cases as the data changes.

What you end up with

Proof

I run my own tool this way.

TrueLift, the forecasting and decision tool I built, has an analyst inside it. The agent reaches the data only through purpose-built tools, runs on Claude or on a local model, and every answer carries its working. The scorecard on that page is the same discipline applied to my forecasts.

Who you'd work with

I'm Martin Guzman. I've spent twelve years building marketing measurement: warehouses, attribution, forecasting, and production machine learning. I currently run analytics for the marketing team at a B2B AI company. You work with me directly, with no account managers and no handoffs.

The offer

TODO offer name, e.g. Analytics assistant pilot

TODO length, e.g. six weeks · fixed scope

You get

  • A readiness verdict on your metric layer, and the fix list if it isn't ready
  • The ten questions your team asks most, as evaluation cases with known answers
  • A working assistant on one of them, in Slack or the browser, with its working shown
  • The running cost, hosted and local, before anything else is built

Book a quick discovery call

Questions

01

Does our data leave our infrastructure?

Not if you don't want it to. The assistant can run on a local model inside your own environment; nothing is sent to a third party.

02

Which model do you use?

Claude where the team allows it, a local model through Ollama where it doesn't. The tools and evaluation cases are the same either way, so switching later is cheap.

03

What if our data isn't ready?

Then the assistant would answer confidently and wrong, and I won't build it. We start with the data foundation and come back to this layer when the metric layer holds.

04

Can it be wrong?

Yes, and the point of the build is to make that visible and rare: every answer carries its working, and the evaluation cases are replayed whenever anything changes.

05

What does it cost to run?

A local model runs on hardware you own; a hosted model costs cents per question. The plan states the running cost before anything is built.

What comes first

Marketing data and attribution
Forecasting and MMM

Start with a call.

An hour with your data and your team's questions. You'll leave knowing whether an assistant can be trusted on them yet.