Client case studies and testimonials

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