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Insights on attribution methodology, privacy-first analytics, and what your marketing data is actually telling you.
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Sholto McNeilage All Posts
What Consent-Per-Identifier Means for Your Customer Data
Consent-per-identifier attaches a consent record to every email, device and cookie in the customer graph, so GDPR erasure cascades instead of hunting.
Shapley and Markov Attribution Models, Explained for Marketers
Shapley and Markov attribution explained in plain English, no equations. What decision each model actually helps you make, and when to use which.
Why Shopify Brands Can't Trust Meta's ROAS Numbers
Meta reports a 5x ROAS but your Shopify revenue tells a different story. Learn exactly why Meta attribution inflates your numbers and what to do about it.
Beyond GA4: What Multi-Touch Attribution Actually Shows You
GA4 tells you what happened. Multi-touch attribution tells you why. Learn what changes when you move beyond last-click and see the full customer journey.
Ready to See the Full Picture?
See what knowledge graph-based attribution reveals about your marketing.