Insights: research, opinion and advice

Abandon the last click now! – the guide for attribution newbies

With so much to say about the challenges and methods of attribution and the role of machine learning, we sometimes […]

Machine learning meets marketing analytics

In the past couple of years, we have been working with a genuinely game-changing technique, which combines evolutionary computing with […]

Why do companies waste millions on marketing?

We keep hearing companies confess to spending huge sums on marketing without really knowing the value of what they are […]

Cross-device attribution challenge you can’t ignore

Attribution across devices is one of the major measurement challenges for digital advertising particularly affecting how mobile and upper-funnel activity […]

What is multi-touch attribution good for?

One of my proudest achievements while working at Google was the award in 2011 of a patent for Multi-Touch Attribution […]

Build your own attribution model with machine learning

Sounds too good to be true? Maybe so, but as machine learning and cloud data technology become more accessible and […]

Just how bad is your analytics data?

If you do not know how bad your analytics data is, then the chances are, it is much worse than […]

Your attribution model is unique – what are the best practices?

‘What attribution model should we use?’ is now a question being asked not just by marketing analysts, but by the […]

Getting from data to insight – best practices in data analytics

Survey after survey tells us that organisations are still struggling to fully leverage big data to get to insight and […]

Getting from insight to action – is about people

While getting from data to insight is challenging, the final hurdle for creating value is about translating insight into actions. […]

Find insight from the user journey

You interact with your users, customers and potential customers in so many ways, through many channels and at all stages […]