# Farzad Karimi > Performance marketing, profitability analytics and measurement ## Posts - [Hello world!](https://farzadkarimi.com/hello-world/): Welcome to WordPress. This is your first post. Edit or delete it, then start writing! ## Pages - [Contact](https://farzadkarimi.com/contact/): Contact Tell me what isn’t adding up. The most useful first message is a specific one: what you are measuring, what it is telling you, and why you suspect it is wrong. I read everything and reply properly. Direct: info@farzadkarimi.com LinkedIn: linkedin.com/in/farzadkarimi Based in Berlin, working in English and German. What I’m open to Let’s […] - [Private business presentation](https://farzadkarimi.com/x28jul-retail-brief/) - [Teaching & Research](https://farzadkarimi.com/teaching/): Teaching & Research Teaching the part that usually gets skipped. More than 700 hours delivered in analytics, AI-driven personalisation, performance marketing and consumer behaviour, to postgraduates and to working professionals who bring their own live problems into the room. My bias as a teacher is towards instruments over illustrations. If a concept can only be […] - [About](https://farzadkarimi.com/about/): About I started in research, and it never really left. Twelve years, three disciplines that turned out to be one. Market research taught me to distrust a clean number. Performance marketing taught me how fast money moves when nobody is checking. Analytics is what happens when you refuse to accept either at face value. I […] - [Writing](https://farzadkarimi.com/writing/): Writing Working notes on marketing that has to pay for itself. Short pieces on measurement, analytics and the commercial side of marketing, written from the actual work rather than around it. This section is new. Rather than fill it with filler, here is what is being written and roughly in what order. The first pieces […] - [Work](https://farzadkarimi.com/work/): Work One question, worked on for a decade. Reported performance tells you the campaign worked. Commercial results tell you whether the business did. Everything below sits somewhere on the distance between those two. Several of these began as teaching instruments, built because a commercial idea would not land from slides. One of them turned into […] - [Home](https://farzadkarimi.com/): Berlin · Performance marketing & profitability analytics Marketing reports what it spent. I work on what the business actually earned. Twelve years across B2B market research, performance marketing and marketing analytics. I have run research programmes for Novo Nordisk, Bayer, Nissan and Henkel, taught measurement to more than 450 professionals, and I now build tools […] ## Optional - [Agent (MCP protocol)](websites-agents.hostinger.com/farzadkarimi.com/mcp) [comment]: # (Generated by Hostinger Tools Plugin)