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 […]
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 […]
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 […]
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 […]
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 […]
‘What attribution model should we use?’ is now a question being asked not just by marketing analysts, but by the CMO and even the CDO, CFO and CEO. It would be fantastic if there was a simple formula to answer that question but of course, life is never so easy. Here are some simple guidelines […]
