How It Started

When we first launched Headless Analytics, we had a clear mission: simplify the collection of first-party data from websites and applications to empower marketers with real insights. But as Michael Lieberman, Product Manager at [cognition], explains on Episode 02 of [radically candid]…

The real breakthrough came when we realized attribution was even more complex—and valuable—than we initially thought.

“Traditional attribution misses critical steps,” Michael explains. “If someone sees your streaming TV ad, searches your brand, then makes a purchase, traditional models ignore the TV ad’s contribution.”

So it evolved. We extended Headless Analytics to capture the entire journey—from initial exposure to conversion. This wasn’t just about better data; it was about fundamentally changing how marketers think about attribution.

🎲 Multi-Touch Attribution with Collaborative Game Theory

Most attribution models rely on methods like first-click or last-click. Headless Analytics, on the other hand, fairly shares credit between channels based on their contribution to an outcome. This is all based on a concept from Cooperative Game Theory called The Shapley Value (which won a Nobel Prize for appropriately attributing credit to contributors in a shared outcome).

“We wanted to eliminate biases,” Michael adds. “This is directional attribution that actually informs smarter investment decisions.”

🤖Hear Michael’s Take On Where AI Is Taking Creative

Crazy that this is only 6 weeks old. If you’ve been tracking the gpt4o updates, you’re aware of how real this is. In case you’re not, check out this piece of the conversation to get up to speed.

💡 3 Capabilities Revolutionizing Attribution

1. Real-Time, Transparent Data Access Headless Analytics unlocks access to raw data—so you can build the dashboards and views unique to your advertisers.

2. Full-Funnel Visibility From first impression on streaming platforms to over-the-shoulder insight about on-site behavior.

3. Rapid Integration and Activation Keep it stupid simple – installing [HAT] is as easy as copying the tag from your iCAN dashboard and pasting it into your tag manager.

💡 Why Every Marketer Should Listen

• Attribution Blind Spots: If 30% of your search traffic should actually be credited to streaming TV, what other hidden patterns are you missing?
• Real Incremental Growth: Stop paying for conversions you would’ve gotten anyway. Identify the real incremental impact of your marketing spend.
• Smarter Budget Allocation: Know exactly where your dollars deliver maximum impact, so you can invest with confidence.

Listen to the Full Episode Now →

I’d love your thoughts after you listen:

What attribution challenges are you currently facing?

Would clearer data change your strategy?

Talk soon,

Tim Rowe, Storytelling @ [cognition]