Daniel Salfran brings a strong foundation in mathematics and statistics to Funnel, along with a dedication to turning data into actionable insights. In this blog post, we explore Daniel’s role in the Data Science team, his contribution to developing Funnel’s marketing measurement solution, and his perspective on how AI and machine learning are transforming marketing measurement.

Can you share a bit about your background and your role at Funnel?

I grew up in Havana, Cuba, where I studied mathematics, which sparked my love for problem-solving and analytical thinking. Later, I moved to Germany to pursue a PhD in statistics, where I worked on data modelling and analysis. Although I enjoyed research, I realized I wanted to apply my skills in the private sector, creating solutions with tangible impact. I transitioned into data science and engineering, working at startups where I wore many hats, gaining hands-on experience that prepared me for my current role at Funnel.

At Funnel, I’m part of the Data Science team in our Hamburg office. We focus on developing measurement solutions using machine learning and statistical techniques to provide marketers with actionable insights. The team’s strength lies in our diverse expertise with combining data science, engineering, and product development. It allows us to tackle challenges from multiple perspectives. It’s inspiring to work with such a collaborative team to deliver impactful, user-focused solutions.

Talk more about the Funnel Measurement Solution. Why is it great?

Funnel’s measurement solution stands out as a comprehensive and sophisticated tool designed to help marketers make data-driven decisions about how to allocate their budgets effectively. At its core, it combines three distinct methodologies: Multi-Touch Attribution (MTA), Marketing Mix Modelling (MMM), and Incrementality Testing. These approaches work together to provide a holistic view of marketing performance.

What sets Funnel’s measurement solution apart is its adaptability and technical robustness. It is built with scalability in mind, allowing it to process vast amounts of data while maintaining precision. AI and machine learning form the backbone of the system, enabling it to generate accurate and actionable insights.

Another key strength is its usability. Unlike many advanced tools that require extensive technical knowledge to implement and operate, Funnel’s solution simplifies complex processes, making them accessible to marketers of all technical levels. This user-focused approach ensures that even those without a deep technical background can harness the power of Funnel’s measurement tools to make smarter decisions.

By triangulating data from MTA, MMM, and Incrementality Testing, Funnel’s measurement solution provides a comprehensive view of marketing performance, helping businesses answer critical questions like, “Where should I allocate my budget?” and “How can I maximise ROI across channels?” This combination of advanced technology and user-centric design makes it an invaluable tool for modern marketers.

Since the acquisition of Adtriba. How has been joining the Funnel team?

The transition to Funnel has been exciting and smooth. Before the acquisition, Adtriba was a small team where everyone wore multiple hats. While that setup allowed us to be versatile, it often meant balancing technical work with business responsibilities, which could be challenging.

Becoming part of Funnel has been a refreshing experience. The larger, more structured organisation allows us to focus on product development while relying on other teams to handle operational tasks like sales and support. This has given us the capacity to innovate and refine our measurement solution further while getting expert help since there is always someone that knows more in depth about the Funnel solution as a whole. It makes us move faster and develop the measurement product faster.

There were some cultural surprises along the way. For example, the acquisition happened just before July, and in the first month most colleagues at the Stockholm office were on their summer holidays, leaving us wondering where everyone was. It was a funny introduction to Swedish holiday culture, but once we got to know everyone, it became clear how talented and collaborative the Funnel team is. That made the integration process seamless and enjoyable.

How does the collaboration between your team and the rest of Funnel work?

Collaboration at Funnel is smooth and well-organised. The Hamburg office focuses on measurement, but we work closely with teams across Funnel to align on goals and strategies. Slack makes it easy to communicate, and regular meetings keep everyone on the same page.

We also value in-person collaboration. Colleagues from other locations often visit the Hamburg office, and we do the same to share knowledge and work on projects together. Funnel’s structured processes and talented teams make it easy to find the right people for specific tasks and tackle challenges effectively. What stands out most is the mutual respect between teams. Everyone understands the value of what others are building, which creates an environment where collaboration thrives.

How will AI and Machine Learning reshape marketing measurement?

AI and machine learning are already central to marketing measurement and will only grow in importance. These technologies allow us to process large datasets, build advanced models, and provide actionable insights that drive smarter decision-making.

As AI tools become more advanced, the challenge will be simplifying them for marketers who may not have technical expertise. Funnel excels in this area by making complex processes intuitive and user-friendly. This focus on accessibility ensures that marketers can leverage cutting-edge innovations without getting bogged down by complexity.

In the future, we expect measurement tools to become even more automated and predictive, enabling marketers to make data-driven decisions with greater precision and confidence. Funnel is well-positioned to lead this evolution by continuing to innovate and prioritize user-friendly solutions.

Interested in working at Funnel in Hamburg? Check out our open positions!