Tyler Postle is the Director of Data Science at Lull, a leading online mattress company focused on disrupting the sleep industry with data-driven marketing and analytics. Tyler built the data department at Lull from the ground up; advancing Lull's capabilities around data engineering, predictive modeling, reporting, experimentation, and marketing attribution. He blends his experience with direct-response marketing and his background in Physics to lead the organization's strategy and implementation of advanced MTA, incrementality frameworks, and Media Mix Modelling. In addition to leading the data department at Lull, Tyler is a member of the strategic leadership team responsible for planning and executing the company's long-term visions.