Marketers and companies have been struggling to match Facebook conversions to Google Analytics data, with no luck. And they won’t succeed so easily. That’s because they both use different attribution models. Google tracks cookies on a single device at a time. While Facebook follows user activity spanning many devices. Now, marketing problems arise due to…Details
The performance marketing and attribution modelling startup I founded last year likely made 40 million CHF more in profit than Siroop in its first year. As you maybe heard Siroop is now being folded into microspot: https://www.blick.ch/news/wirtschaft/coop-uebernimmt-komplett-swisscom-gibt-onlineshop-siroop-ch-den-schuh-id8244357.html This isn’t because we did anything particularly remarkable. Typically our clients improve their marketing ROI 15% or more. We…Details
We are receiving quite many questions concerning the differences between the markov model and shapley value data driven attribution models. So I thought we would cover the main differences in a blog post. Regarding the sophisticated models the questions are mostly regarding the differences in Shapley value( aka. Game theory ) and the Markov model.…Details
Suppose YOU own a small old-school electronics warehouse carrying an inventory of PC parts, laptops and electronics components. So far you have hired 3 Sales Assistants to work 9/5 at your store. One day first of the Assistants sees a potential customer staring at a new laptop model at the warehouse’s front showcase. Not…Details
What is the price of a click? Facebook says a click in Southeast Asia is $0.11, this however is not the true cost of a click as implied by the title. In “Clicks, Clicking Away to Obscurity” we concluded that there is a lack of direct correlation between clicks and the desired business action (conversion).…Details
At Windsor.ai, our team managed to talk with many leaders in Digital Marketing, whose companies are at different stages of data-driven decision making and implementation of Attribution Modelling. I would like to share our findings and the key challenges of four categories that have been observed: We don’t use attribution but we should get started…Details
We’re delighted to see windsor.ai on the new Swisscom AI startup map. Onwards and upwards!
Or alternatively: Why attribution modelling is important and how you can avoid wasting your advertising budget This true story is all too common: A medium sized e-commerce company was looking to increase their sales. They were already spending six figure amounts on Google AdWords, display and search campaigns. These Google Adwords campaigns were generating almost…Details