About Marty Smithson — McFly Ads Marketing Analytics Consultant

Marty Smithson

Marketing Analytics Consultant · McFly Ads

I build custom marketing measurement systems for DTC and e-commerce brands. Marketing Mix Models, attribution engines, and budget optimizers — calibrated to your specific business, delivered in under two weeks, with full code ownership and zero recurring fees.

Before McFly Ads, I spent years managing multi-million dollar ad portfolios across Google, Meta, TikTok, Amazon, and Microsoft. I’ve built measurement frameworks for brands ranging from local businesses to national DTC companies with 7-figure monthly ad budgets. I’ve seen firsthand how platform-reported ROAS misleads budget decisions — and I built McFly Ads to fix that.

My approach combines statistical rigor (ridge regression, Bayesian methods, Hill function transformations) with practical deliverables that marketers and founders can actually use. Every model I build comes with an interactive dashboard, plain-language documentation, and full code handoff. No black boxes. No subscriptions. No vendor lock-in.

Technical stack: Python (scikit-learn, statsmodels, PyMC), SQL, BigQuery, Snowflake, Domo, Tableau, Looker Studio, Google Ads, Meta Ads, TikTok Ads, Amazon Ads, Klaviyo, Shopify, NetSuite.

The marketing measurement industry has a gap. Enterprise consulting firms (Analytic Partners, Nielsen, Gain Theory) deliver rigorous MMM — but charge $50K–$500K and take 3–6 months. SaaS tools (Triple Whale, Northbeam, Fospha) deliver fast dashboards — but use template models, charge monthly subscriptions, and never let you own the underlying system.

DTC brands spending $10K–$500K/month on ads fall through the gap. Too small for enterprise consulting. Too sophisticated to keep paying for SaaS dashboards that don’t actually solve the measurement problem.

McFly Ads fills that gap. I deliver the same statistical methodology the enterprise firms use — ridge regression MMM with adstock decay, diminishing returns curves, email lag modeling, and campaign-level granularity — at a fraction of the cost, in under two weeks, with full code ownership. You get the rigor of a $100K engagement at $5K–$15K, and you never pay another dollar after delivery.

That’s not a compromise. It’s a different business model. I don’t need a 50-person team or a $8.5M software platform (that’s what Sellforte spent building theirs). I need Python, your data, and two weeks.

The person behind the models.

Marty Smithson

Why I built McFly Ads.

Ready to talk measurement?