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.Timestamps00:00 - Introduction00:40 - Guest intro: Diogo, background, Usercentrics01:13 - Why a PhD and timing trade‑offs05:02 - Cultural economics: measuring cultural value vs brand equity07:41 - Data scarcity and useful variables: ticketing API, weather/holidays, telco footfall, surveys09:19 - Economic impact: spillovers to housing and tourism; online reviews sentiment11:59 - Moving from Portugal to Norway; EOR setup and distributed teams13:15 - Remote vs office: flexibility, productivity, and policy pitfalls16:55 - Portugal’s remote reality, expats, and housing pressure19:04 - Ship value fast: POCs, value rules, pragmatic LTV signals23:49 - Communicating with non‑technical stakeholders and focusing on business metrics27:18 - Startup roles: DS, DE, MLE, AI eng; wearing multiple hats30:34 - Meetings and ceremonies: beyond daily standups to bi‑weekly project cadences34:57 - Toolbox: VS Code, schemas, and data discoverability pains36:59 - The measurement trifecta: attribution, geo‑incrementality, and Marketing Mix Modelling (MMM)39:35 - Adding external signals (e.g., Apple keynotes) to MMM40:29 - LLMs for customer data enrichment and segmentation42:26 - Hosting models on Vertex AI/Azure and privacy considerations43:09 - Career advice: build close stakeholder relationships and iterate visibly44:56 - Closing