METHOD , COMPUTER READABLE MEDIUM AND SYSTEM FOR DETERMINING WEIGHTS FOR ATTRIBUTES AND ATTRIBUTE VALUES FOR A PLURALITY OF TOUCHPOINT ENCOUNTERS
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 determining a value of importance for each of a plurality of touchpoint encounters, the computer implemented method comprising:
receiving, with a computer, a plurality of touchpoint encounters and a plurality of conversions, wherein the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values;
correlating, with the computer, the touchpoint encounters and the conversions to a plurality of users, wherein the users comprise a plurality of converting users correlated to a plurality of assisting touchpoints from among the touchpoint encounters;
assigning, with the computer, an attribute weight to at least one of the attributes of the assisting touchpoint encounters based on the level of contribution of the attribute to the conversion;
assigning, with the computer, an attribute value weight to at least one of the attribute values of an attribute in the assisting touchpoint encounters based on the level of importance of the attribute to the conversion;
using, with the computer, the attribute weights and the attribute value weights to determine a value of importance for each of the assisting touchpoint encounters to assess a fair attribution of the assisting touchpoint to the conversion.
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, with the computer, the touchpoint encounters from a plurality of channel data providers.
4 . The computer implemented method of claim 1 , further comprising executing, with the computer, a machine learning technique to determine the attribute weights.
5 . The computer implemented method of claim 1 , further comprising executing, with the computer, a machine learning technique to determine the attribute value weights.
6 . The computer implemented method of claim 1 , further comprising determining, with the computer, scores of the touchpoint encounters using an attribution algorithm.
7 . The computer implemented method of claim 6 , further comprising determining, with the computer, a plurality of coefficients for the attribution algorithm.
8 . The computer implemented method of claim 7 , wherein the coefficients are determined using a curve-fitting technique.
9 . A non-transitory computer readable medium that stores instructions for determining a value of importance for each of a plurality of touchpoint encounters, which, when executed, cause a processor to:
receive a plurality of touchpoint encounters and a plurality of conversions, wherein the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values;
correlate the touchpoint encounters and the conversions to a plurality of users, wherein the users comprise a plurality of converting users correlated to a plurality of assisting touchpoints from among the touchpoint encounters;
assign an attribute weight to at least one of the attributes of the assisting touchpoint encounters based on the level of contribution of the attribute to the conversion;
assign an attribute value weight to at least one of the attribute values of an attribute in the assisting touchpoint encounters based on the level of importance of the attribute to the conversion;
use the attribute weights and the attribute value weights to determine a value of importance for each of the assisting touchpoint encounters to assess a fair attribution of the assisting touchpoint to the conversion.
10 . The non-transitory computer readable medium of claim 9 , wherein the touchpoint encounters correspond to a plurality of channels.
11 . The non-transitory computer readable medium of claim 10 , wherein the touchpoint encounters are received from a plurality of channel data providers.
12 . The non-transitory computer readable medium of claim 9 , wherein the instructions further cause the processor to execute a machine learning technique to determine the attribute weights.
13 . The non-transitory computer readable medium of claim 9 , wherein the instructions further cause the processor to execute a machine learning technique to determine the attribute value weights.
14 . The non-transitory computer-readable medium of claim 9 , wherein the instructions further cause the processor to determine scores of the touchpoint encounters using an attribution algorithm.
15 . The non-transitory computer-readable medium of claim 14 , wherein the instructions further cause the processor to determine a plurality of coefficients for the attribution algorithm.
16 . The non-transitory computer-readable medium of claim 15 , wherein the coefficients are determined using a curve-fitting technique.
17 . A system for determining a value of importance for each of a plurality of touchpoint encounters, the system comprising at least one processor and memory with instructions for:
receiving a plurality of touchpoint encounters and a plurality of conversions, wherein the touchpoint encounters comprise a plurality of attributes and the attributes comprise a plurality of attribute values;
correlating the touchpoint encounters and the conversions to a plurality of users, wherein the users comprise a plurality of converting users correlated to a plurality of assisting touchpoints from among the touchpoint encounters;
assigning an attribute weight to at least one of the attributes of the assisting touchpoint encounters based on the level of contribution of the attribute to the conversion;
assigning an attribute value weight to at least one of the attribute values of an attribute in the assisting touchpoint encounters based on the level of importance of the attribute to the conversion; and
using the attribute weights and the attribute value weights to determine a value of importance for each of the assisting touchpoint encounters to assess a fair attribution of the assisting touchpoint to the conversion.
18 . The system of claim 17 , wherein the touchpoint encounters correspond to a plurality of media channels.
19 . The system of claim 18 , further comprising at least one processor and memory for receiving the touchpoint encounters from a plurality of channel data providers.
20 . The system of claim 17 , further comprising at least one processor and memory for determining scores of the touchpoint encounters using an attribution algorithm.