In episode 3 of "AI and ML Conversations," I sit down with Diogo, a senior data scientist at Usercentrics and a PhD researcher in data science, to unpack pragmatic data science, marketing measurement, and using LLMs with strong privacy guardrails. Diogo traces his path from management and marketing into industry roles across Europe, balancing a remote career in Norway with research on measuring cultural value - drawing sharp parallels to brand equity, data scarcity, and business value. We cover what it takes to be effective with quick proofs of concept, financial value proxies, and privacy-first use of LLMs for customer data enrichment. The conversation also dives into remote vs office culture across countries, startup realities where roles blur across data and engineering, and lightweight rituals like bi‑weekly project reviews that keep stakeholders aligned and accountable. Timestamps 00:00 - Introduction 00:40 - Guest intro: Diogo, background, Usercentrics 01:13 - Why a PhD and timing trade‑offs 05:02 - Cultural economics: measuring cultural value vs brand equity 07:41 - Data scarcity and useful variables: ticketing API, weather/holidays, telco footfall, surveys 09:19 - Economic impact: spillovers to housing and tourism; online reviews sentiment 11:59 - Moving from Portugal to Norway; EOR setup and distributed teams 13:15 - Remote vs office: flexibility, productivity, and policy pitfalls 16:55 - Portugal’s remote reality, expats, and housing pressure 19:04 - Ship value fast: POCs, value rules, pragmatic LTV signals 23:49 - Communicating with non‑technical stakeholders and focusing on business metrics 27:18 - Startup roles: DS, DE, MLE, AI eng; wearing multiple hats 30:34 - Meetings and ceremonies: beyond daily standups to bi‑weekly project cadences 34:57 - Toolbox: VS Code, schemas, and data discoverability pains 36:59 - The measurement trifecta: attribution, geo‑incrementality, and Marketing Mix Modelling (MMM) 39:35 - Adding external signals (e.g., Apple keynotes) to MMM 40:29 - LLMs for customer data enrichment and segmentation 42:26 - Hosting models on Vertex AI/Azure and privacy considerations 43:09 - Career advice: build close stakeholder relationships and iterate visibly 44:56 - Closing