The ability to measure success is key to optimising any business strategy and marketing campaigns are no exception. Marketing effectiveness = the measure of your marketing plan to optimise efficient sales growth and ROI. This is an essential to achieving positive short and long-term results. Marketing teams typically adopt as many marketing strategies as they […]
About Gabriel Hughes
Before founding Metageni, Gabriel was SVP of Analytics for two years at Elsevier, the world’s largest science publisher, and before that was Head of Attribution at Google for six years.
Notably at Google, Gabriel developed and patented the first Multi-Touch Attribution (MTA) solution deployed in Google Analytics, which is still available today, and worked with business leaders to make sense of cross-channel advertising data to grow sales.
Before Google, Gabriel was Global Solution Development Director at TNS Plc (now Kantar) developing innovative market research solutions. His motivating interests are telling stories with data, combining people with AI to make smarter decisions and data privacy.
Gabriel has a PhD in Applied Economics from Imperial College, London.
Entries by Gabriel Hughes
We were absolutely thrilled that in October 2020 Metageni, working as data analytics and AI partners for AO.com, won the prestigious, ‘Best Use Of AI’ award at the 2020 London eCommerce Awards – you can watch the announcement as it happened here. ‘Best Use Of AI’ Metageni and AO have been working on data analytics […]
Hiring Now! If you have a genuine interest in machine learning technology, digital marketing and e-commerce, and have skills in B2B lead generation, marketing communications and business development, then we might be interested in interviewing you. Metageni have built up a small but impressive client list, providing brands with machine learning and analytics expertise and […]
Telefonica brand giffgaff have worked with Metageni to develop data-driven analytics which combines and offline and online marketing, and cross-device attribution. The complete solution combined both offline media and online user journey data in a system of machine learning algorithms designed to predict sales. “This is an awesome piece of work. The feedback internally has […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]