Cross device marketing: the attribution challenge you cannot ignore

Attribution across devices is one of the major measurement challenges for digital advertising particularly affecting how mobile and upper funnel activity is valued. Many choose to ignore the problem and plump for guesswork. Is this wise? And what are the best strategies for dealing with this key source of measurement bias? What exactly is the […]

What is multi-touch attribution good for?

One of my proudest achievements while working at Google was the award in 2011 of a patent for Multi-Touch Attribution (MTA). Since 2007 I led a small team of data scientists and engineers working on the exposure to conversion journey using Doubleclick data. The solution we eventually patented was the culmination of months of research […]

Build your own attribution model with machine learning

Sounds too good to be true? Maybe so, but as machine learning and cloud data technology becomes more accessible and scalable, building your own data driven Multi Touch Attribution (MTA) model is becoming increasingly realistic. The advantage of a predictive machine learning model is that it can be objectively assessed on the basis of a […]