Response attribution valuation
View Patent ↗A computer-implemented method is described for determining a response attribution value that represents a credit assignment to a communication, for an associated response received from a recipient during a marketing campaign.
1. A computer-implemented method, comprising:
generating, using a computer hardware system, a set of stimulus-response pairs by pairing each individual stimuli from a plurality of stimulus with each individual response from a plurality of response; and
calculating, using the computer hardware system and for each pair in the set of stimulus-response pairs, a response attribution value, wherein
the response attribution value is based upon a combination of a first model and a second model,
the first model is a response rate model, and
the second model is a time delay model that weights output of the first model based on an amount of time delay between a stimuli and a response.
2. The method of claim 1 , wherein
the response attribution value represents a likelihood that the stimuli caused the response.
3. The method of claim 1 , wherein
the first model is automatically selected, for a particular stimulus-response pair, from a plurality of first models based upon a type of response in the particular stimulus-response pair.
4. The method of claim 1 , wherein
the second model is based upon a power law distribution.
5. The method of claim 4 , wherein
the first model generates a first response attribution value, and
the second model generates power law parameters using the first response attribution value from the first model.
6. The method of claim 5 , wherein
the power law parameters include:
a minimum time before the response is received, and
a rate at which responses are received as a function of time.
7. The method of claim 5 , wherein
the power law parameters for the stimuli are based upon a particular channel associated with the stimuli.
8. The method of claim 1 , wherein
a single response causes response attribution values for multiple stimulus to receive credit.
9. The method of claim 8 , wherein
the credit for the single response is differently weighted across the multiple stimulus.
10. The method of claim 1 , wherein
the first model is based on a user definition of the response for the stimuli.