Method and system for determining touchpoint attribution
A system and method for allocating credit for an advertising conversion among various advertising touchpoints encounter by the consumer is provided. The system and method comprise receiving data pertaining to touchpoints and conversions of an advertising campaign across multiple channels. Users are correlated across the channels and the various conversions, touchpoints, and touchpoint attributes are identified. Each touchpoint attribute and touchpoint attribute value is assigned a weight. An attribution algorithm is selected, and coefficients are calculated using the assigned weights. The algorithm is executed and true scores corresponding to the touchpoints encountered by each converting user are computed.
1. A computer implemented method for allocating credit for conversions among advertising touchpoints, the computer implemented method comprising:
storing in a computer, a plurality of touchpoint encounters that represent marketing messages exposed to a plurality of users, wherein each of the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values;
sorting the data for the touchpoint encounters in the computer to separate into converting user data, which comprises touchpoint encounters for users that exhibited a positive response to the marketing message, and non-converting user data that comprises touchpoint encounters for users that exhibited a negative response to the marketing message;
retrieving, from storage, the converting user data and the non-converting user data;
training, using machine-learning techniques in a computer, the converting user data and the non-converting user data as training data to generate attribute importance data that reflects importance of the attributes, relative to other attributes, to the response of the marketing message;
training, using machine-learning techniques in a computer, the converting user data and the non-converting user data as training data to generate attribute value lift data that reflects importance of the attribute values, relative to other attribute values, to the response of the marketing message; and
calculating, using a computer, a score for a user that measures propensity of the user to convert by aggregating expressions from touchpoint encounters in accordance with:
User Score=α(the attribute importance data,the attribute value lift data)×λ( T 1 )+α(the attribute importance data,the attribute value lift data)×λ( T 2 )+α(the attribute importance data,the attribute value lift data)×λ( T 3 )
wherein, α (the attribute importance data, the attribute value lift data) which represents the attribute importance and the attribute value lift for the touchpoint encounter, is calculated using an attribution algorithm with a plurality of coefficients derived from a curve fitting technique, and λ (T 1 ), λ (T 2 ) and λ (T 3 ) represent forgetting factors calculated by multiplying a constant, λ, by an elapsed time from which the user encountered the touchpoint encounter.
2. The computer implemented method of claim 1 , wherein the touchpoint encounters correspond to a plurality of media channels.
3. The computer implemented method of claim 2 , further comprising receiving the touchpoint encounters from a plurality of channel data providers.
4. A non-transitory computer readable medium that stores instructions for allocating credit for conversions among advertising touchpoints, which, when executed, cause a processor to:
store a plurality of touchpoint encounters that represent marketing messages exposed to a plurality of users, wherein each of the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values;
sort the data for the touchpoint encounters in the computer to separate into converting user data, which comprises touchpoint encounters for users that exhibited a positive response to the marketing message, and non-converting user data that comprises touchpoint encounters for users that exhibited a negative response to the marketing message;
retrieve, from storage, the converting user data and the non-converting user data;
train, using machine-learning techniques in a computer, the converting user data and the non-converting user data as training data to generate attribute importance data that reflects importance of the attributes, relative to other attributes, to the response of the marketing message;
train, using machine-learning techniques in a computer, the converting user data and the non-converting user data as training data to generate attribute value lift data that reflects importance of the attribute values, relative to other attribute values, to the response of the marketing message; and
calculate, using a computer, a score for a user that measures propensity of the user to convert by aggregating expressions from touchpoint encounters in accordance with:
User Score=α(the attribute importance data,the attribute value lift data)×λ( T 1 )+α(the attribute importance data,the attribute value lift data)×λ( T 2 )+α(the attribute importance data,the attribute value lift data)×λ( T 3 )
wherein, α (the attribute importance data, the attribute value lift data) which represents the attribute importance and the attribute value lift for the touchpoint encounter, is calculated using an attribution algorithm with a plurality of coefficients derived from a curve fitting technique, and λ (T 1 ), λ (T 2 ) and λ (T 3 ) represent forgetting factors calculated by multiplying a constant, λ, by an elapsed time from which the user encountered the touchpoint encounter.
5. The computer readable medium of claim 4 , wherein the touchpoint encounters correspond to a plurality of channels.
6. The computer readable medium of claim 5 , wherein the touchpoint encounters are received from a plurality of channel data providers.
7. A system for allocating credit for conversions among advertising touchpoints, the system comprising at least one processor and memory for:
storing, using a computer, a plurality of touchpoint encounters that represent marketing messages exposed to a plurality of users, wherein each of the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values;
sorting the data for the touchpoint encounters in the computer to separate into converting user data, which comprises touchpoint encounters for users that exhibited a positive response to the marketing message, and non-converting user data that comprises touchpoint encounters for users that exhibited a negative response to the marketing message;
retrieving, from storage, the converting user data and the non-converting user data;
training, using machine-learning techniques in a computer, the converting user data and the non-converting user data as training data to generate attribute importance data that reflects importance of the attributes, relative to other attributes, to the response of the marketing message;
training, using machine-learning techniques in a computer, the converting user data and the non-converting user data as training data to generate attribute value lift data that reflects importance of the attribute values, relative to other attribute values, to the response of the marketing message; and
calculating, using a computer, a score for a user that measures propensity of the user to convert by aggregating expressions from touchpoint encounters in accordance with:
User Score=α(the attribute importance data,the attribute value lift data)×λ( T 1 )+α(the attribute importance data,the attribute value lift data)×λ( T 2 )+α(the attribute importance data,the attribute value lift data)×λ( T 3 )
wherein, α (the attribute importance data, the attribute value lift data) which represents the attribute importance and the attribute value lift for the touchpoint encounter, is calculated using an attribution algorithm with a plurality of coefficients derived from a curve fitting technique, and λ (T 1 ), λ (T 2 ) and λ (T 3 ) represent forgetting factors calculated by multiplying a constant, λ, by an elapsed time from which the user encountered the touchpoint encounter.
8. The system of claim 7 , wherein the touchpoint encounters correspond to a plurality of media channels.
9. The system of claim 8 , further comprising at least one processor and memory for receiving the touchpoint encounters from a plurality of channel data providers.