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About

One engineer. Fifty architectures. Zero shortcuts.

MadMetrics exists because data should drive decisions, not create doubt. We engineer the tracking, the warehouse, and the measurement that turns raw signals into revenue clarity.

Sebastien Palma
Founder

Sebastien Palma

Founder and Lead Architect

I spent seven years inside agencies building tracking systems for the most demanding brands. I saw the same failures everywhere: consent gaps that bleed signals, pipelines that break silently, dashboards nobody trusts. So I created MadMetrics to do it right. Fewer clients, deeper work, engineering standards instead of tag-and-pray tactics.

LinkedIn
7+Years engineering data systems
50+Architectures deployed
12Markets live
33Knowledge modules mastered
EDF
Club Med
Ubisoft
Stellantis
PSG
Airbus
Deezer
Orange Bank
Sezane
ByRedo
Valrhona
Servier
SoRare
Qonto
Louis Poulsen
KILROY
Tropic Skincare
Unbottled
Nutrimuscle
Witt Group
Ubigi
Inwi
Naya
Nabogo
Atma
Our convictions

What we believe about data

Most companies collect more than they understand. They end up with tracking everywhere and insight nowhere. Decisions float on gut feel dressed up as charts.

We believe data infrastructure must be built like software: version-controlled, tested, documented. The warehouse is the single source of truth. Dashboards are just views. And deep work with fewer clients beats shallow work with many.

Quality over volumeMaximum 20 engagements per year. Every project receives the founder’s full focus from day one.
Methodology over improvisation248 playbooks across 33 categories. Refined through real deployments at scale. Nothing is guessed.
Measurement over attributionWe prove what caused the outcome with Geo-Lift, DiD, and MMM. Last-click guesswork gets replaced by causal truth.
Warehouse over dashboardBigQuery holds the canonical data. When numbers disagree, we fix the model, never the visualization.
Track record

Built inside the brands you respect

2019 to 2021

Airbus

Digital Marketing Manager

Led digital transformation for commercial aviation across global markets.

2022

Stellantis

Marketing Intelligence Analyst

Optimized a 15 million euro media budget across five European markets.

2022 to 2024

Artefact

Data Analytics Consultant

Delivered tracking and analytics projects for Carrefour, Ubisoft, PSG, Orange Bank, Deezer and more.

2024 to present

MadMetrics

Founder and Analytics Engineer

Boutique practice focused on server-side tracking, analytics engineering, and causal measurement.

Our instruments

Two instruments. No guesswork.

MadScan finds the problems in minutes. The MadMetrics System fixes them for good. Everything else is execution and methodology.

MadScan

Our proprietary audit engine. Scans any URL, decodes GTM containers, detects consent issues across five CMPs, scores compliance on a CNIL 100-point scale, and delivers a prioritized remediation roadmap in 60 seconds.

The MadMetrics System

Five-phase methodology backed by 248 playbooks. From audit to governance, every step is documented, tested, and proven across dozens of deployments. The same system that powers enterprise scale now powers your growth.

Certifications and Track Record

The receipts.

Get in touch

Certified Analytics Engineer

DataBird 2025

GA4 Certified

Google

GTM Server-Side Specialist

Google

BigQuery Certified

Google Cloud

Enterprise Track Record

Carrefour. Airbus. Club Med. Ubisoft

Luxury and Premium Clients

Sezane. ByRedo. Valrhona

50 plus Client Engagements

Artefact. Sleekery. MadMetrics

Your tracking stack already has a score.

Book a 30-minute diagnostic call. We run MadScan on your site and show you exactly where you are leaking signals and what it is costing you in revenue and compliance risk.