Insights: research, opinion and advice

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

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

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

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

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

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

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

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

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