Mario Szirniks
Founder of KONTRIB and of Exactag, independent consultant for privacy-compliant attribution since 2020. The articles under Knowledge are written by me.
Background
| 2001–2006 | CTO of Geizkragen.de AG, an early player in German affiliate and performance marketing. |
|---|---|
| 2006–2010 | Independent consultant for tracking architectures and channel management. |
| since 2010 | Founder of Exactag, Düsseldorf, building algorithmic attribution for the German market. |
| since 2020 | Independent consulting at attribution.consulting, among others for Telefónica Germany as an attribution analyst and consultant, and for Havas Media Germany. |
| since 2026 | Founder of KONTRIB, operated by KAIH UG (haftungsbeschränkt). |
Focus
- Markov chain attribution with removal effect and Shapley values on first-party journey data
- Marketing mix modelling for channels without touchpoints
- First-party tracking without third-party cookies, Consent Mode v2 and consent rates
- Budget decisions based on marginal cost instead of average CPA
Why I write this
Attribution models are often sold as a black box. These articles explain the methods so that a marketing team can check them and defend a budget decision — with or without KONTRIB.
Questions or disagreement about an article are welcome at mario@kaih.io or on LinkedIn.