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 […]

Evolutionary machine learning meets marketing analytics

In the past couple of years, we have been working with a genuinely game changing technique, which combines evolutionary computing with machine learning, to produce much more accurate predictive models. This allows us to achieve levels of predictive accuracy using ‘white box’ algorithms, which were previously unobtainable except by ensemble and non-transparent methods. For marketing […]

Why do companies waste millions on marketing?

We keep hearing companies confess to spending huge sums on marketing without really knowing the value of what they are doing. It seems to be that under market pressure it is often safer to push for more sales through tried and tested ‘spray and pray’ marketing approaches than it is to agonise over petty details […]