Geometry of Attribution.
Data without logic is noise. We replace simplistic "last-click" models with a robust marketing science framework that respects the complexity of the modern customer journey.
Observation 01: Human behavior isn't linear. It’s a rhythmic pulse of touchpoints across fragmented channels.
The Synthetic Control Method
Rather than relying solely on tracked pixels—which are increasingly obscured by privacy regulations—we utilize data methodology rooted in econometrics. We build "synthetic twins" of your markets to simulate what would have happened without a specific campaign. This allows us to measure true incremental lift, bypassing the limitations of cookies.
Fig 2.1 — Visualizing the non-linear path from awareness to advocacy.
Markov Chain Modeling
We view the customer journey as a state-transition map. Using Markov Chains, we calculate the "Removal Effect"—the probability of a conversion falling through if a specific channel were removed from the mix. This provides a scientific basis for budget reallocation that traditional "rules-based" models cannot match.
The Four Pillars of Accuracy
Unified Identity Identity Resolution
Our proprietary engine stitches together anonymous identifiers across devices and sessions. We don't just see "sessions"; we see the evolution of intent. Our journey mapping logic accounts for cross-device drift with a 94% accuracy rate.
Probabilistic Attribution Logic
When deterministic data is missing due to iOS 14+ constraints or cookie deletion, we apply a Bayesian attribution logic. We use historical patterns and cohort behavior to predict touchpoint influence without compromising individual user privacy.
- ● 🛡️ GDPR & ePrivacy Compliant
- ● 📈 Bayesian Inference Models
- ● 🛡️ No PII Stored or Transferred
Experimental Evidence
"The transition from heuristic to algorithmic attribution increased our media efficiency by 22% within the first ninety days."
— Lead Architect, Global FinTech Hub
Observation Note: Efficiency Gains
The 'Dark Social' Buffer
We've developed a custom analytics strategy to measure the impact of un-trackable shares (Slack, WhatsApp, DM). By correlating surge patterns with social engagement, we bridge the gap in your referral data.
Inquire about Social Lift
Every client environment receives a custom-tuned weight matrix based on their specific churn cycles and average deal size.
Ready to evolve your marketing science?
Our onboarding process begins with a data methodology audit. We analyze your current stack, identify leakage points, and propose a model tailored to your business goals.
The Lexicon of Campaign Analytics
The only metric that truly matters. If your advertising didn't cause a sale that wouldn't have happened otherwise, it's just vanity spend.
A game theory concept we use to fairly distribute credit among team members (channels) in achieving a collective goal (conversion).
The silent killer of ROAS. When information from outside the training set influences the model, creating false signals of success.