Data Driven


In order to measure the impact of each channel

on a customer's journey, statistical models are necessary

to calculate the value of each media interaction.

There are various types of statistical and machine

learning-based digital attribution models that can be built,

including regression and geo-based models.

These models provide a durable option for evaluating

the impact of each channel and are not affected by

the reduction of third-party cookies.

However, it is important to consistently iterate and

update these models as new insights are discovered

and data sources shift over time.



Marketing attribution model that is fitted to the available

data sources and durability of the solution, to provide

an understanding of individual impact from each channel.

New insights from an attribution model that sits

across marketing touch points to provide a holistic view

of performance and strategy opportunities.

Google Campaign Manager

Google Marketing Platform

Firebase for Analytics

Google Ads

TikTok ads

Google Cloud Platform

Google Analytics

Google Tag Manager

Meta Ads


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