INDUSTRY · MARKETING
Attribution is a solved problem when you own the data pipeline.
We build multi-touch attribution systems, real-time audience engines, and experiment frameworks that replace the black-box vendor model. Full lineage from impression to close.
WHY
Attribution is a solved problem if you own your data pipeline. We've built multi-touch attribution systems that ingest events from 8+ ad platforms, normalize UTM schemas, and stitch cross-device journeys into a single user graph. No black-box vendor model. Full lineage from impression to close.
Audience modeling at scale means handling billions of behavioral events without blowing up storage or query time. We've shipped ClickHouse-backed audience engines that compute real-time segment membership for 50M+ user profiles. Updates propagate in under a second. Sync jobs push directly to ad platforms via API.
Creative testing infrastructure is more than A/B. Multivariate experiments, holdout groups, statistical significance guardrails, and automated stopping rules. We build the experiment frameworks that let growth teams move fast without invalidating results.
WHAT WE BUILD
Relevant capabilities
CAPABILITY · 01
Data Engineering
Multi-platform event pipelines, user identity graphs, and attribution data warehouses with full lineage.
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CAPABILITY · 02
AI & Machine Learning
Audience propensity models, LTV prediction, creative performance scoring, and conversion optimization.
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CAPABILITY · 03
Algorithms & Optimization
Multi-touch attribution models, bid optimization algorithms, and budget allocation engines.
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CAPABILITY · 04
Automation & Integration
Ad platform API integrations, campaign automation, and cross-channel sync workflows.
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CAPABILITY · 05
Custom Platforms
Internal analytics dashboards, campaign management tools, and audience builder interfaces.
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CAPABILITY · 06
A/B Testing & Experimentation
Experiment frameworks with statistical rigor, automated stopping rules, and holdout group management.
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ATTRIBUTION SPEC
Multi-touch attribution model spec
Last-click attribution is a vendor lie. We ship Markov chain and Shapley value attribution on top of a stitched event graph. Identity stitching reconciles device IDs, hashed emails, and login states with a 14-day backfill window. Look-back window defaults to 90 days, configurable per channel. Touches outside the window get discounted, not dropped. Conversion events join back via deterministic IDs first, probabilistic match second. Cross-channel deduplication happens at the user-journey level before any model runs. Output is per-touchpoint credit, channel ROAS with confidence intervals, and a delta against last-click that the CFO can read.
Models
Markov chain + Shapley value
Look-back window
90 days, channel-configurable
Identity stitching
Deterministic first, probabilistic fallback
Journey dedup
Pre-model, user-journey level
Output
Per-touch credit, ROAS with CI, vs last-click delta
Refresh
Hourly incremental, daily full recompute
SAMPLE WORK
What we've shipped
Multi-touch attribution pipeline ingesting events from 8 ad platforms with normalized UTM schema and cross-device stitching.
Real-time audience segmentation engine computing membership for 50M+ user profiles with sub-second propagation.
Creative performance scoring model that predicted top-quartile ads with 78% accuracy before spend was committed.
Automated budget allocation system that shifted spend toward high-performing channels and cut CPA by 22%.
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