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 […]

Huge growth follows machine learning attribution at Loveholidays

Loveholidays.com is a rapidly growing online travel agency. Travel is a sector which has a major marketing attribution challenge, facing all of the challenges that multi-touch attribution (MTA) tries to address – High levels of cross-device use with research on mobile and purchase on desktop Long complex customer journeys with extended research before booking Competitive […]

Abandon last click now!
– the guide for attribution newbies

With so much to say about the challenges and methods of attribution and the role of machine learning, we sometimes forget that many folks are still using last-click to measure marketing success and considering improved attribution for the very first time. Perhaps you are new to digital marketing or analytics and you just need to […]