Measurement & Attribution
Attribution Modeling & Marketing Measurement
Modern marketing measurement, built for a post-cookie, multi-channel world. We design and deliver advanced attribution and marketing mix modeling (MMM) using Bayesian methods inspired by Google Meridian and Meta Robyn — so you can see what is actually driving revenue, and where to invest next.
The problem
Last-click attribution is broken. Platform-reported ROAS is inflated. Cookie deprecation, cross-device journeys, and walled-garden reporting have made traditional measurement unreliable — and most CMOs and CFOs know it.
The result is media budgets allocated on faith rather than evidence, and a widening gap between what platforms claim and what the business actually sees in revenue.
What we deliver
Marketing Mix Modeling (MMM)
Bayesian MMM built on the same statistical foundations as Google Meridian and Meta Robyn — calibrated to your business, your seasonality, and your channels.
Multi-Touch Attribution
Privacy-safe, data-driven attribution across paid, organic, owned, and offline touchpoints — without relying on third-party cookies.
Incrementality & Geo Testing
Designed experiments and geo lift studies that validate what your model is telling you, and ground media decisions in causal evidence.
Budget Optimisation & Scenario Planning
Translate model outputs into actionable budget allocation, what-if scenario planning, and quarterly investment guidance.
Measurement Architecture
Server-side tracking, conversion APIs, data warehouse design, and the data foundation required for any credible measurement programme.
Cross-Sector Application
Travel, retail, eCommerce, financial services, B2B SaaS, hospitality. The methods are universal — we tune them to your commercial model.
Our roadmap
Phase 1 — Services
Bespoke attribution & MMM engagements
Delivered as consulting engagements: data assessment, model build, calibration, scenario planning, and ongoing measurement governance. Cross-sector and cross-market — not aviation-specific.
Phase 2 — Platform
Self-serve measurement portal
A future self-serve environment where agencies and in-house teams can connect their ad platforms, CRM, and revenue data, and run attribution and MMM models directly online — with expert oversight available on demand.
Why Alpha Digital Group
We combine commercial fluency with statistical rigour. We know how to translate model outputs into board-ready decisions, and we have built measurement programmes inside organisations where every dollar of media is scrutinised. The output is not a dashboard — it is a sharper allocation of capital.
Measure what actually drives revenue
Book a free 45-minute strategy call to scope an attribution or MMM engagement.
Book a Strategy Call →FAQ
Common questions
How is this different from platform-reported ROAS?+
Platform-reported ROAS double-counts conversions across walled gardens, ignores cross-channel and offline halo, and assumes attribution windows that no longer match reality. Our MMM and incrementality work measures what each channel actually contributes to revenue — not what each channel claims credit for.
Do we need huge data volumes to make MMM work?+
Modern Bayesian MMM (Meridian-style) is workable with two years of weekly data and clean spend + KPI feeds. We've delivered measurable models for businesses well below the data scale that older MMM vendors required. The pre-work is data quality, not data volume.
How do MMM and multi-touch attribution fit together?+
They answer different questions. MMM tells you the right top-down allocation between channels. Multi-touch attribution tells you the bottom-up sequencing within performance channels. Used together — and validated by incrementality experiments — you get a measurement system you can defend to a CFO.
What sectors do you do this work for?+
Travel, aviation, retail, eCommerce, B2B SaaS, hospitality, and financial services. The methods are universal — we tune them to your commercial model, seasonality, and channel mix.
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