Client case studies and testimonials

Award winners! – Metageni with AO.com win ‘Best Use Of AI’

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 using AI / machine learning since 2018. Now in 2020 the combined Metageni and AO team have been selected as finalists for eCommerce awards in the categories of ‘Best Use Of AI’, specifically for AI based personalisation and conversion optimisation solutions in the UK and Germany in the midst of upheaval and huge growth in online retail sales linked to the global pandemic.

Responding to customer signals in real time

Online retail giant AO has a market leading position supplying an expanding range of electricals throughout the UK and Europe, and in 2019 decided to develop solutions to provide visitors to their eCommerce site personalised shopping experiences. More specifically, they tasked Metageni to create a machine learning solution which could identify types of customers to the website in real time based on their predicted purchase behaviour.

When a customer walks into a typical bricks and mortar store there are salespeople to assist towards making a purchase. A salesperson does this by watching and talking to them, in order to understand the customer. What the salesperson is attempting to do is ‘classify’ the customer to understand what the customers purchasing needs are. Customers may be window shoppers, impulse buyers, bargain hunters, researchers, new customers or regular repeat customers, and more.  

The idea here was to use online customer data signals to predict conversion behaviour with machine learning and respond accordingly. The Metageni team used data signals from web and sales and explored trillions of possible model and data variants using genetic algorithms to find the best models. Working with AO engineers allowed rapid deployment into live eCommerce production. Rapid iteration of the models was been possible leading to ever stronger results.

Results: proven commercial success  

In recent weeks AO conducted independent robust A/B tests to measure conversion uplift due to the AI versus the underlying conversion activity which has increased due the pandemic related shifts in customer buying –


These A/B tests showed an impressive and significant increase in the AO conversion rate over and above a matched control group in the UK. Furthermore the result was replicated in Germany with an even big jump in conversion rate compared to the control group. Both tests are statistically significant, and while AO.com do not wish to share specific numbers for reasons of commercial interest, the results translate into long term revenue potential worth millions of pounds.  


A better outcome for AO and for AO customers 

As well as yielding great results, the approach used has allowed AO to understand more about their customers to improve the online purchase experience for everyone. The whole team at AO and Metageni have worked closely together to achieve this success – 


” Metageni have done and continue to do a fantastic job in using machine based learning to give AO.com substantial ROI.

The last few months have been an unprecedented time for us and many retailers. In this period, Metageni has delivered again, completely retraining our custom machine learning models both UK and German markets, responding to the dramatic shifts in customer behaviour.

I wish the Metageni team every success with this award entry. They’re a great partner for our eCommerce function.”

David Lawson, Managing Director, AO.com


The teams at AO and Metageni continue to look for ways to use AI technology to better improve commercial and customer outcomes. 

Thank-you for reading about our success. Can Metageni help unlock the value of your analytics and marketing data? Feel free to email us at hello@metageni.com for advice on how you can use data analytics and AI to grow online. 

Metageni help giffgaff become data-driven

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 been fantastic….everyone is clear that this is it with regards to what we can do with the attribution data which is great, and the fact that we can assign CPA level metrics to each channel was something that went down very well internally.

Thank for all your help on this project”

Matt Roberts, Strategic Analytics Manager, giffgaff


These bespoke predictive models are used as the basis of an attribution modelling system. The algorithms distinguish the ROI of separate channels to help with marketing optimisation, with spend from low performing channels switched in to boost higher performing channels.

The outcome is increased sales growth and marketing efficiency.

Other features of the system included a cross-device inference model for improving device based optimisation, and additional modelling for upper-funnel and offline to brand navigation channels such as brand and organic search, direct and re-targeting.

The complete system implemented by giffgaff included live backward integration with a big data cloud and custom live visualisations and query and tools.

The whole system is designed to create a data story for accessible insights to improve ROI through improved transparent attribution.

Predictions and attribution can be dynamically updated whenever new data is available in the data warehouse, and the machine learning models are re-trained to boost accuracy.


Find out more about giffgaff mobile here

Can we help unlock the value of your analytics and marketing data?

Ask us about your marketing optimisation at: hello@metageni.com

How AO.com used machine learning for marketing optimisation with Metageni

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 learning, developed for them by Metageni, an emerging provider of customer journey algorithmics.


“ Metageni have done a fantastic job evaluating marketing ROI across online and offline and between devices. The new machine learning model replaces our positional model in our ecommerce and analytics platform, and we can also see how channels like TV and print play their role.

We especially liked the way the Metageni machine learning models are not a black box but were produced as a set of easy to understand rules, which means we can use them for targeting and bidding.

I would recommend the Metageni team to any company looking to super charge their marketing optimisation. ”

David Lawson, Managing Director, AO.com


Metageni models are trained on the unique data of each client to predict sales with objective accuracy and enable each click to be precisely evaluated. The platform includes a cross-device inference engine to improve accuracy where customers switch between mobile and desktop use, and an analytics service to combine these custom ML models with econometrics.

The outcome is a live integrated view of marketing ROI, informing both strategic and tactical marketing actions.

Gabriel Hughes, CEO of Metageni, said,

“It has been a huge pleasure and a privilege to work with the team at AO. Their focus on innovative approaches to e-commerce optimisation has been a key driver for this project and we are delighted to be given the opportunity to deploy our unique solutions for such a major brand”.

Metageni continues to provide customer journey algorithmics to AO.com.


Can we help unlock the value of your analytics and marketing data? Metageni is a London UK based marketing analytics and optimisation company offering support for developing in-house capabilities.

Please email us at hello@metageni.com

Huge growth follows machine learning attribution at Loveholidays

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 space with many companies chasing each click


The Challenge

Online travel agency Loveholidays has data for millions of anonymous user interactions, but their attribution model was not identifying how different marketing channels and devices worked together to drive sales.

They needed data-driven marketing optimisation to increase marketing efficiency and ROI.

The Solution

In 2017 Loveholidays partnered with Metageni to develop a custom attribution model. The team explored multiple supervised machine learning classifier models, including decision trees, high order Markov chains, and ensemble methods of predicting holiday booking to determine the best model.

The best performing model tended to credit ‘upper funnel’ marketing activity more strongly than ever before and showed interesting patterns of variation between channels. It also highlighted key opportunities, including their email newsletters to past customers.

The Results

Loveholidays has been able to use their custom attribution model to re-estimate their marketing Cost Per Sale, and adjust digital bids and budgets to drive efficient growth. The model can also identify, at any stage, the likelihood that a user with a given set of interactions will go on to make a booking.


Surpassing all expectations, Loveholidays achieved year on year growth of more than 190%, and in 2019 came UK number 1 in the Sunday Times Profit Track 100 list.


Loveholidays continues to work with Metageni, providing dynamic bidding for further ROI optimisation.


Can we help unlock the value of your analytics and marketing data? Metageni is a London UK based marketing analytics and optimisation company offering support for developing in-house capabilities.

Please email us at hello@metageni.com