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 […]
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.
Sounds too good to be true? Maybe so, but as machine learning and cloud data technology become more accessible and scalable, building your 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 based on a blind hold-out data set, so […]
If you do not know how bad your analytics data is, then the chances are, it is much worse than you think. With data analytics, it is 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 […]
‘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 […]