Deterministic vs. Probabilistic
"MarketLogic AI uses a 30/70 hybrid. Relying only on deterministic links (emails/logins) in 2026 is leaving money on the table. You need the probabilistic layer to capture the silent majority."
The Anatomy of Deterministic Intelligence.
At MarketLogic AI, we treat the marketing funnel not as a mystery, but as a territory to be mapped. Our Platform Methodology is rooted in rigorous **Data Science**, utilizing three distinct layers of probabilistic modeling to eliminate the noise from your attribution engine.
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Updated for 2026 Standards
Three Pillars of
Algorithmic Attribution
Traditional last-click models act like a snapshot of a race at the finish line. Our methodology tracks the entire marathon, assigning value based on momentum, endurance, and strategic impact.
"The goal isn't just to see where the user started, but to understand why they didn't stop."
Probabilistic Stitching
Before an attribution event is triggered, we use advanced **Probabilistic Modeling** to bridge the gaps between disparate user sessions. By analyzing 40+ signals—from device fingerprinting to behavioral cadence—we reconstruct the non-linear path from awareness to conversion without relying solely on crumbling cookie data.
Decay-Informed Shapley Values
We move beyond static weights. Our **Marketing Logic** applies cooperative game theory (Shapley Values) but adds a temporal decay factor. A touchpoint six months ago has influence, but a touchpoint six hours ago has weight. This ensures the engine accounts for the natural cooling of interest over time.
Incremental Lift Validation
The final layer is a constant "shadow test." The system continuously evaluates: "Would this conversion have happened anyway?" By isolating specific channels and measuring incremental gain against a synthetic control group, we protect your budget from overstating organic success.
The Navigation Sequence
How MarketLogic AI transforms raw signal into actionable commercial geography.
Ingestion & Hygiene
Data is pulled from API terminals, offline CRM logs, and digital ad managers. We normalize the syntax to ensure "Impression" means the same thing across all 20+ sources.
02 / MAPPING
The Graph Build
The AI constructs a multidimensional map of every touchpoint. This isn't just a list; it's a structural lattice showing how channels influence one another.
03 / TRUTH
Attribution Logic
The models run. Thousands of simulations determine the statistical impact of each node on the final outcome. We find the "unseen influencers."
Dynamic Feedback
The map is pushed to your terminal. Budgets are shifted in real-time to the highest performing coordinates within your marketing landscape.
Platform Terminal: London Cluster View
Methodology Deployment 2026.02.12
The Pitfall of "Pure Accuracy"
In **Data Science**, there is often a tension between accuracy and interpretability. A "Black Box" model might be marginally more precise but yields zero actionable wisdom for the marketer. Our methodology favors the **Map Editorial** approach: delivering models that are transparent enough for a CMO to explain to a Board of Directors.
Privacy-First Integrity
As the UK-based leader in attribution, we adhere to the strictest compliance benchmarks. Our methodology is built for the post-cookie reality, using aggregate signals and zero-party data integration to ensure that high-performance marketing doesn't come at the cost of consumer trust.
- GDPR & UK DPA 2018 Compliant Ingestion
- Differential Privacy Noise Injection
- Anonymized Behavioral Clustering
Bespoke Audit Checklist
Before we deploy, every client environment undergoes a 12-point logic stress test to calibrate the engine.
01
Signal Fragmentation Audit
Validating cross-device connection points
02
Channel Latency Calibration
Adjusting for conversion lag by industry
03
Market-Specific Seasonality
Isolating noise from cyclic consumer behavior
Ready to see your map?
Our methodology is best understood through demonstration. Let our lead architects show you a simulated model of your current marketing spend mapped through the MarketLogic AI lens.
98.4%
Model Accuracy
£2.4B
Managed Spend
Lexicon of Modern Logic
The "Halo Effect" Anchor
"In our methodology, we anchor the Halo Effect—the invisible lift of Brand TV on Digital Search—using geospatial variance. If search spikes in Manchester during a regional slot, that’s your data science truth."
Walled Garden Bridge
"Google and Meta won't talk to each other. Our methodology forces them to. We treat each ecosystem as a 'Island' on the map, with our models acting as the only cross-ocean ferry."