Curriculum vitae
Dates and roles. What the work claims is on the other pages, and how far each claim goes is stated there rather than here.
Three backgrounds, and on paper they look scattered: engineering, marketing, law. They are three views of one question. How do you turn incomplete evidence into an action somebody is entitled to take?
Engineering asks whether the thing can be built, and whether the mechanism can be shown to work. The middle strand is usually called marketing, but the part that matters is organisational: how a company actually behaves, as against how it describes itself. It asks whether something helps outside the lab and how you would know — business problems rarely have a clean right answer, and a technically correct system can optimise the wrong measure and produce something commercially useless. Law asks which conclusion is actually justified, and who may act on it. Plausible, supported, permitted and authorised are four different things, and legal training is mostly practice at not confusing them.
Each one disciplines the others. Marketing breaks engineering's assumptions, because the real world rarely supplies the clean case. Law disciplines the step from evidence to action, and is good at exposing the premise nobody wrote down. Engineering turns that discipline into something that runs — records, checks, permissions, reproducible procedure — instead of advice people are supposed to remember.
What it gives me is a view of the joins: where correct data turns into a misleading conclusion, where a persuasive recommendation becomes a commitment nobody authorised, where a safeguard that was written down never became a control. I think I'm well placed to find those problems and state them clearly. Whether my proposed answers to them work is a separate question, and it needs evidence I don't have yet.
Arcanian Consulting Kft., Budapest — founder and managing director
September 2018 to present. Online marketing strategy for direct-to-consumer commerce, built around measurement rather than campaign management. Search and paid search are instruments here rather than the work itself: attribution forensics across advertising, analytics and commerce platforms, server-side measurement, and agent-based diagnostic systems running against live client data. I have worked in this field continuously since 2002.
Pázmány Péter Catholic University, Faculty of Law and Political Sciences
Law, final year, since September 2019. My thesis, on Roman law and the standard of care, was finished in March 2026. It hasn't been graded, it isn't published, and no text of it is linked from this site. A paper derived from it is in preparation.
Three open deposits, each with an identifier and a licence, none peer reviewed. The Research objects page lists them with what each does and does not establish; Research lines says where the evidence is thin.
Two papers are in preparation: a legal one derived from the thesis, and a systems paper on the decision infrastructure the engineering work produced.
Organisational change — field research, through my own firm
2008 to 2018. Field research on what actually enables and inhibits change in an organisation — how much comes from the environment a company sits in, how much from the individual people in it, and how little from anything that was formally decided. In practice that meant watching the distance between how a company describes itself, what its records hold, what its people believe and what it does — and watching that distance move, or refuse to. Both halves of the Context Layer paper come out of this decade: the four registers, and the account of how organisational context decays.
Arcus Search, Budapest — division head
From September 2007, after Arcus Interactive Group acquired a majority stake in Arcanian Consulting the previous autumn.
Arcanian Consulting, Budapest — lead consultant
January 2002 to August 2007. Founded as the first consultancy in Hungary working only on search marketing, and the first Google agency in Hungary; the site is archived from 23 May 2002. By 2006 it ran around forty search campaigns at once and handled close to a fifth of what the country spent on search marketing.
EnterNet — editor-in-chief
2001 to 2002.
CHIP Magazin — technology journalist and editor
1996 to 2001.
Digital Cube Conf 2026, Budapest
Opening talk on 15 October, on building a diagnostic system that answers account questions for you, live against real advertising and commerce data. A separate four-hour workshop on 21 October, where people work on their own accounts. The system is released open source to attendees.
DigitalHungary Klubnap, Budapest
2 September 2026. My contribution was picked by the jury as the day's best: that a measurement can't separate attachment from captivity, and that a good many bad decisions follow from exactly that.
Search Marketing Association Europe — working group member, representing Hungary, 2004 to 2006. SEMPO, 2004 to 2005. Google AdWords Professional, qualified 2006.
Hungarian, native. English, working. The research is written in English.