Insights: research, opinion and advice

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 […]