Brighton Data Intelligence Network

— Talk Information —

The Future of Marketing Measurement Isn’t Better Attribution. It’s Less Attribution.
Abbie Brookes, Data Scientist at Datacove

For years, marketers have debated which attribution model is “right” – first-click, last-click, multi-touch, or data-driven. Attribution is inherently biased, rewarding channels based on where they appear in a customer journey rather than their true business impact. Marketing Mix Models (MMMs) doesn’t solve this by providing a better attribution framework – they solve it by changing the perspective entirely. As privacy changes and customer journeys become increasingly complex, the future of measurement may not be better attribution, but less attribution altogether.

Using LLMs to Bootstrap Interactive Company Classifiers at scale
Alastair James, SaaS CTO at GoodFit

At GoodFit, we developed a hybrid classification platform that uses LLMs to bootstrap training data, human-in-the-loop workflows to validate and improve predictions, and traditional machine learning models to provide scalable, high-quality company classification across the web.

Al is an experienced SaaS CTO with a PhD in statistical computer science and machine learning, Al has worked across startups and scale-ups building data-driven products, teams and platforms, with a particular interest in applying statistical machine learning, predictive modelling and large-scale data processing to real-world business challenges.

— Schedule & Refreshments —

Now, refreshments! Drinks and nibbles will be served from 6pm. Talks will commence at 6:30pm/6:45pm and the event will conclude at 8pm. The conversation will continue after the event at a local pub.