Entries by Gabriel Hughes

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 […]

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 […]

Just how bad is your analytics data?

If you don’t know how bad your analytics data is, then the chances are, it is much worse than you think. With data analytics, it’s not the known data quality issues that will cause you the most trouble, not the known unknowns, but the ‘unknown unknowns’ – those issues you uncover and discover as you […]