Niall O’Malley – Difference Engine

Why Anthropic’s Claude Ads Captured Attention

Anthropic launched a series of ads aimed at the American market in early February 2026 (in time for the Super Bowl). The ads aim squarely at OpenAI’s planned launch of advertising within ChatGPT. The ad is built around a young man trying to improve communication with his mom – his…

Which Is The Best Marketing Attribution Model For My Business?

If you were to list all the attribution models that have been coined in marketing you could get to double digits. But many of these, if you are being kind, are ‘edge cases’. Really, there are 6 established predictive marketing attribution models and the rest are best described as ‘custom’…

Marketing Attribution – The Secret Weapon of Breakout Brands

Although the ‘last touch’ attribution model is most popular it fails to factor in a non-linear customer journey which is now normal for more complicated purchases.

Since internet-based marketing attribution became established in 1995, it has been the preserve of large companies with full-sized marketing and data analytics teams but even then it has been under-exploited. However, the times are changing. What Is Marketing Attribution? While Wikipedia defines (marketing) attribution as ‘…a set of user actions…