How AO.com used machine learning for marketing optimisation with Metageni

Online retail giant AO.com has a market leading position supplying an expanding range of household appliances throughout the UK and Europe. Cross channel and cross-device marketing is of critical importance to their sales growth.

To optimise marketing spend the team at AO chose to develop a multi-touch attribution (MTA) model which is based on machine learning, developed for them by Metageni, an emerging provider of customer journey algorithmics.


“ Metageni have done a fantastic job evaluating marketing ROI across online and offline and between devices. The new machine learning model replaces our positional model in our ecommerce and analytics platform, and we can also see how channels like TV and print play their role.

We especially liked the way the Metageni machine learning models are not a black box but were produced as a set of easy to understand rules, which means we can use them for targeting and bidding.

I would recommend the Metageni team to any company looking to super charge their marketing optimisation. ”

David Lawson, Managing Director, AO.com


Metageni models are trained on the unique data of each client to predict sales with objective accuracy and enable each click to be precisely evaluated. The platform includes a cross-device inference engine to improve accuracy where customers switch between mobile and desktop use, and an analytics service to combine these custom ML models with econometrics.

The outcome is a live integrated view of marketing ROI, informing both strategic and tactical marketing actions.

Gabriel Hughes, CEO of Metageni, said,

“It has been a huge pleasure and a privilege to work with the team at AO. Their focus on innovative approaches to e-commerce optimisation has been a key driver for this project and we are delighted to be given the opportunity to deploy our unique solutions for such a major brand”.

Metageni continues to provide customer journey algorithmics to AO.com.


Can we help unlock the value of your analytics and marketing data? Metageni is a London UK based marketing analytics and optimisation company offering support for developing in-house capabilities.

Please email us at hello@metageni.com

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