hello, i'm
Adrienne
Vermorel
Turning messy marketing data into something teams can trust — with a lot of help from AI.
what i write about:
latest cuts:
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Data-Driven Attribution: Building Markov Chains and Shapley Values
Move beyond heuristic attribution with data-driven methods. Learn how Markov chains and Shapley values measure channel contribution through removal effects.
bigquery dbt data modeling analytics -
Position-Based and Time-Decay Attribution in BigQuery
Implement weighted attribution models in SQL. Build U-shaped position-based and exponential time-decay attribution with BigQuery and dbt code examples.
bigquery dbt data modeling analytics -
First-Touch, Last-Touch, and Linear Attribution in SQL
Build marketing attribution models in BigQuery with practical SQL patterns. Covers first-touch, last-touch, and linear attribution with dbt implementation.
bigquery dbt data modeling analytics -
Marketing Attribution in the Warehouse: A 2026 Guide
Build marketing attribution in your data warehouse with SQL. Covers heuristic models, Markov chains, Shapley values, identity resolution, and dbt patterns.
bigquery dbt ga4 analytics
about me:
Analytics Engineer at unnest, where I turn messy marketing data into something teams can actually trust. I'm deep into AI-powered automation — my goal is to transfer as much of my know-how as possible to my coding agents and let them do the heavy lifting.
I write about dbt, modern data stack, and the growing overlap between data engineering and AI. I also volunteer my data and marketing skills for a French animal welfare organization, because every skill deserves a side quest.