Multi touch attribution model for cross device marketing
eCommerce & Marketing
Retail - electronics
Online retail giant AO.com has a market leading position supplying an expanding range of household appliances throughout the UK and Europe. Cross channel and cross-device marketing is of critical importance to their sales growth.
To optimise marketing spend the team at AO chose to develop a multi-touch attribution (MTA) model which is based on machine learning, developed for them by Metageni, an emerging provider of customer journey algorithms.