[ MARKETING ANALYTICS ]
Helios
Marketing Analytics Platform
Defensible attribution across 15+ channels, with an optimisation agent that turns the model into budget reallocation decisions.
Domain
MARKETING ANALYTICS
Status
In production with one client
Use when
Brands flying blind on cross-channel attribution want a defensible model and a budget reallocator the CFO will defend.
Reference
A national tourism authority in the GCC
01. The problem
Marketing leaders allocate spend across more channels than ever, with less ground truth than ever. Last-click attribution understates upper-funnel investment. Multi-touch attribution fragments under platform telemetry changes. The CFO eventually asks for a defensible answer, and the marketing team does not have one.
02. The approach
We built a Bayesian marketing mix model that decomposes channel contribution probabilistically, with explicit treatment of adstock and saturation per channel. An optimisation agent reads the posterior and generates budget reallocation recommendations the marketing team can take to the boardroom.
03. The architecture
Python and TensorFlow for the Bayesian model. A warehouse-grounded data layer (BigQuery or Snowflake) keeps signals close to source and survives the platform telemetry changes that would break a multi-touch attribution model. Looker dashboards surface the optimisation agent's recommendations to the marketing team. Google Meridian is supported as an alternative implementation when the customer's data shape favours it.
04. The outcome
Marketing leaders defend the budget reallocation with a model the CFO can read. Attribution has uncertainty estimates, not point claims. The optimisation cycle runs on a defined cadence, with the agent recommending and the team approving.
[ ATI SHAPE ]
Predictive intelligence
Bayesian attribution across 15+ channels with adstock and saturation curves
Agentic execution
Optimisation agent that translates the posterior into budget reallocation recommendations
Secure data
Warehouse-grounded data, never leaves the customer cloud
Actionable outcomes
Quarterly budget reallocation decisions with defensible attribution underneath
[ IMPACT ]
15+
Channels attributed in a single model
Bayesian
Posterior with uncertainty, not point estimates
Adstock
Carryover effects modelled per channel
Reallocator
Optimisation agent on top of the model
[ NEXT STEP ]
See Helios in your data.
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