Insights: research, opinion and advice

Step up your 4’Ps with Marketing Mix Modelling

Today all retail sectors have an online presence and pure play online business is thriving. In the past when offline […]

Increase customer lifetime value with predictive analytics

Customer Lifetime Value (CLV) provides your company with an estimate how much profit you will get from a customer over […]

Predict online customer intent with machine learning

When a customer walks into a store, salespeople work to understand what the customer’s purchasing needs are and decide pretty […]

Attribution is changing – how can you prepare?

Online marketers have started to understand that with the imminent demise of cookie tracking, Multi Touch Attribution (MTA) will never […]

Marketing effectiveness in the new age of eCommerce

The ability to measure success is key to optimising any business strategy and marketing campaigns are no exception for the […]

Awards winner! Metageni with AO.com win ‘Best Use Of AI’

We were absolutely thrilled that in October 2020 Metageni, as data science partners for AO.com, won the prestigious, ‘Best Use […]

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 […]