About
I am Pavlo Kostenko, Chief Data Officer at A-Players in Limassol, Cyprus. I lead a data team covering analytics, data engineering, data science, and BI.
My work sits where marketing meets data infrastructure: attribution models, mobile and web measurement, data warehouses, and the pipelines that keep them honest. Most of it comes down to one question that is harder than it looks: did this actually cause that, or does it only correlate?
Before this I spent years in academia and hold a PhD in Information Technologies. That background is why the articles here tend to state the method next to the number instead of just the number.
What I write about
Attribution and measurement, martech engineering, and where AI genuinely helps in analytics rather than just sounding like it does. The material is mostly first-hand: experiments I ran, pipelines I built, and numbers I can show the method for.