Home - Metageni

What we do

Metageni is a London UK based provider of marketing optimisation expertise & technology, led by ex-Google Attribution inventor & pioneer, Gabriel Hughes. We help you use your data to make smarter marketing decisions. We collaborate with our clients’ organisations, helping marketing & data science teams create integrated on & offline investment analytics solutions for optimising sales growth.

Uniquely, we enable our clients to create and implement their own state-of-the-art machine learning algorithms, fully tailored to their unique business challenges. We enable our clients to use these algorithms for dynamic marketing intelligence, visualisations & recommendations driving peak marketing ROI (Return On Advertising Spend).

Supporting in-house marketing analytics

Develop your own attribution model for optimum marketing ROI
Smarter decisions: find sales drivers and actionable opportunities
Plus optimal paid search bidding at keyword and device level

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Solutions

We will create the right solution for you with options in multi-touch marketing attribution and search bid optimisation

Your custom attribution algorithm in the cloud

Machine learning trained exclusively on your data.

Digital Attribution

Highly accurate custom multi-touch attribution for marketing efficiency and sales growth, using machine learning trained exclusively on your data

Marketing Mix Modelling

For integrating offline channels we produce classic econometric market mix modelling to analyse and link TV, outdoor and print media to digital attribution, leveraging additional modelling and reconciliation

Cloud data integration

Embedded within your cloud analytics linking to all major cloud providers and analytics APIs

Cross device attribution

Attribution by device leveraging your own tracking and our cross device inference model

Sales growth actions

Reports highlight ROI optimisation opportunities with models which predict sales

Store sales

We can attribute offline store level sales to marketing as part of an integrated custom approach

Digital channel ROI

Attribute to custom digital channel groups e.g. social, affiliate, search, email and display

Live custom reports for all major visualisation tools

A library of template dynamic reports for all major visualisation engines plus additional reports custom to your business

Display & Social Impressions

Analyse impressions as well as clicks for a full multi touch model replacing faulty last click and view through attribution

Optimal channel mix solution

Constrained scenario modelling to work out a realistic channel budget allocation which will achieves more sales for the same total budget

Call centre sales

If you track call centre sales, we can attribute these just as well as ecommerce transactions, including the of offline marketing

‘What if’ spend analysis

Reports to understand for each channel how different changes in spend will yield different changes in sales, using your predictive model

Custom build with insights in weeks – you own the final solution

Search bid optimisation

Machine learning for keyword bid recommendations.

Profit maximising bid

Keyword and device level optimum bid + modifier for maximum profit on daily basis

Attributed click value

Link multi touch attribution to your search bidding to maximise efficiency and sales growth

Non search channel influence

If your attribution model includes other channels then these will shape the final modelled solution

Device + modifier

We model by device and incorporate device bid modifiers

CTR

Search click throughs used to define click value

Conversion Rate

Apply search conversion rate and attributed sales value throughout the whole conversion funnel

Average position

Modelling how bids affect position, actual CPC and clicks, to fine tune the bid decision

Impressions

Modelling how search impressions and queries drive clicks and affect optimal bid decision

Impression share

Modelling how search impressions share and competitor behaviour drive clicks and the optimal bid decision

Seasonality

Modelling historic patterns in seasonality as drivers of search value and optimal bid decision

Day of the week

Modelling how day by day behaviour patterns affect search value and optimal bid decision

Working with us

Expert service to get your technology right

Machine learning has huge potential to optimise your marketing activity, learning from your data and performance within your own marketing analytics stack, however, it needs to be deployed with care and expertise. Work with us and you can apply leading-edge data science techniques to attribute sales to all types of interaction, including all cross-channel and cross-device effects.

We aim to get insights within 4-6 weeks of starting work, while a typical project takes 6 to 9 months to full deployment within your cloud analytics platform, depending on requirements. For example, adding offline channels takes longer than a digital-only solution.

Your data is unique to you and so too is your customer journey and marketing attribution. We help you incorporate your unique data points such as product categories, customer segments and promotions.

You will benefit from the expertise we have developed working successfully with multiple clients on this type of problem.

We will make sure that your attribution solution meets the needs of your whole team, from senior decision makers to marketing operations. We meet with key stakeholders to understand what is required from the solution and develop custom reports to meet their needs.

We continue to iterate on the solution until you are happy that it meets your agreed requirements.

Unlock the potential of your marketing data.

Evolutionary Data Driven Growth

How our machine learning adapts to changing conditions

Effective marketing is an increasingly dynamic process of adapting to market conditions and customer behaviour. We employ genetic algorithms to optimise your machine learning model, which means we train 1000s of models in a process which finds the best fit model from many trillions of alternatives.

Once deployed you can re-train your models as often you need

We supply all you need to allow you to retrain your models, within your in-house deployment.

Your models and reports can be updated daily responding to fresh data and yielding new attribution results
Model predictive accuracy is tracked day by day so you can see right away if your models needs updating
The model can then be re-trained for improved accuracy, typically every 6 months or so

Get in touch to find out more .

About Metageni

Your customer journey algorithm

Metageni was founded in 2015 by Gabriel and Amit with the aim of creating a new kind of analytics capability serving the needs of senior decision makers. With over 20 years experience in quantitative analytics research, we believe we are at a turning point where intelligent analytical systems can unlock the full value of big data.

Gabriel Hughes

Dr. Gabriel Hughes

Founder and CEO

Before founding Metageni, Gabriel was SVP of Analytics for two years at Elsevier, the world’s largest science publisher, and before that was Head of Attribution at Google for six years. Notably at Google he developed and patented the first attribution modelling solution deployed in Google Analytics, and worked with business leaders to make sense of cross-channel advertising data to grow sales. Gabriel was previously Global Solution Development Director at TNS Plc (now WPP / Kantar) building end to end online market research solutions. Gabriel has a PhD in Applied Economics from Imperial College, London.

Amit Maheshwari

Founding Partner and COO

Amit is an MBA research, analytics and computer science expert. Prior to founding Metageni, he has held leadership roles at Opinion Health and Kantar. Amit is passionate about Data Science and loves to turn data into meaningful actionable insights. He strongly believes that the success of a project can only be measured by the success of its client’s business. Amit helps Metageni clients explore better ways of doing things and is always eager to embrace new technological developments that have the potential to improve business performance. Amit has an MBA from Manchester Business School and a degree in Computer Science.

Most organisations cannot make sense of their marketing data and so only achieve a fraction of their full potential. Machine learning has the power to accelerate business growth but only if applied intelligently, and with the decision maker in mind.