DETERMINING AND ANALYZING KEY PERFORMANCE INDICATORS

1 . A computer-implemented method comprising:

receiving, at a computing device, a request to determine a significance of an input variable to an output variable, wherein the input variable is a website characteristic and the output variable is a website-interaction metric;

retrieving a data set comprising information about website characteristics of existing websites and historical information about actual interactions with the existing websites, wherein the data set comprises entries for the input variable and entries for the output variable for one or more websites;

replacing missing entries in the data set with implied values; and

determining, by the computing device, the significance of the input variable to the output variable.

2 . The method of claim 1 further comprising:

assessing a relative significance of each of a plurality of input variables to the output variable; and

identifying one or more of the plurality of input variables as Key Performance Indicators (KPIs) based at least in part on the relative significance of one or more of the plurality input variables to the output variable.

3 . The method of claim 1 , further comprising producing a response to the request, the response indicating the significance of the input variable to the output variable.

4 . The method of claim 1 , further comprising:

identifying a partial dependence of the output variable on each of a plurality of input variables; and

producing a response to the request, the response indicating the partial dependence of the output variable on each of the plurality of input variables.

5 . The method of claim 1 , wherein the replacing comprises:

populating a matrix with the entries from the retrieved data set; and

iteratively performing a Singular Value Decomposition (SVD) of the matrix to compute the missing entries.

6 . The method of claim 1 , wherein the replacing comprises:

populating a matrix with the entries from the retrieved data set; and

iteratively performing a regularized singular value decomposition (RSVD) of the matrix to compute the missing entries.

7 . The method of claim 1 wherein the determining comprises:

determining, using a plurality of decision trees and the entries in the data set, an original decision; and

for each input variable in a plurality of input variables:

determining, using the plurality of decision trees and permutations of the entries in the data set, another decision;

comparing the original decision to the another decision; and

determining a relative significance of the respective input variable to the output variable based on a difference between the original decision and the another decision.

8 . The method of claim 7 , wherein the plurality of decision trees comprises a random forest of Classification and Regression Trees (CART).

9 . The method of claim 1 , wherein determining the significance of the input variable to the output variable comprises:

determining an average misfit error for the input variable; and

using the average misfit error to determine the significance of the input variable to the output variable.

10 . The method of claim 9 wherein the average misfit error for the input variable is determined by:

using test data and training data to compute misfit error values for the input variable;

averaging the misfit error values to determine an average misfit error value;

normalizing the average misfit error value; and

using the normalized misfit error value to determine the significance of the input variable to the output variable.

11 . The method of claim 1 , wherein:

the output variable is a website-interaction metric associated with components of one of the existing websites; and

the input variable corresponds to another existing website other than the one of the existing websites.

12 . The method of claim 1 , wherein:

the existing websites comprise at least one advertisement;

the output variable is a conversion metric associated with the at least one advertisement; and

the computing device hosts an analytics tool.

13 . A system comprising:

a server comprising a processor and a memory having executable instructions stored thereon, that, if executed by the processor, cause the server to perform operations comprising:

receiving a request to determine a significance of an input variable to an output variable, wherein the input variable is a website characteristic and the output variable is a website-interaction metric;

retrieving a data set comprising information about website characteristics of existing websites and historical information about actual interactions with the existing websites, wherein the data set comprises entries for the input variable and entries for the output variable for one or more websites;

replacing missing entries in the data set with implied values; and

determining the significance of the input variable to the output variable.

14 . The system of claim 13 , wherein the operations further comprise:

assessing a relative significance of each of a plurality of input variables to the output variable;

identifying a partial dependence of the output variable on each of the plurality of input variables; and

producing a response to the request, the response indicating one or more of:

the relative significance of each of the plurality of input variables to the output variable; and

the partial dependence of the output variable on each of the plurality of input variables.

15 . The system of claim 14 , the server further comprising a display device, wherein the operations further comprise:

storing the response in the memory; and

presenting, in an interactive user interface on a display device, data representing the response.

16 . The system of claim 13 , the server further comprising an input device and a display device, wherein the operations further comprise, prior to the receiving:

displaying, in user interface on the display device, a plurality of variables; and

in response to receiving, in the user interface, via the input device, a selection of one the plurality of variables as the output variable, initiating the request.

17 . A non-transitory computer readable storage medium having executable instructions stored thereon, that, if executed by a computing device, cause the computing device to perform operations for determining Key Performance Indicators (KPIs) associated with website content, the instructions comprising:

instructions for receiving a request to determine a significance of an input variable to an output variable, wherein the input variable is a website characteristic and the output variable is a website-interaction metric;

instructions for retrieving a data set comprising information about website characteristics of existing websites and historical information about actual interactions with the existing websites, wherein the data set comprises entries for the input variable and entries for the output variable for one or more websites;

instructions for replacing missing entries in the data set with implied values; and

instructions for determining the significance of the input variable to the output variable.

18 . The computer readable storage medium of claim 17 , wherein the instructions for replacing comprise:

instructions for populating a matrix with the entries from the retrieved data set; and

instructions for iteratively performing a Singular Value Decomposition (SVD) of the matrix to compute the missing entries.

19 . The computer readable storage medium of claim 17 , wherein the instructions for replacing comprise:

instructions for populating a matrix with the entries from the retrieved data set; and

instructions for iteratively performing a regularized singular value decomposition (RSVD) of the matrix to compute the missing entries.

20 . The computer readable storage medium of claim 17 , wherein the instructions for determining comprise:

instructions for determining, using a plurality of decision trees and the entries in the data set, an original decision; and

for each input variable in a set of input variables:

instructions for determining, using the plurality of decision trees and permutations of the entries in the data set, another decision;

instructions for comparing the original decision to the another decision; and

instructions for determining a relative significance of the respective input variable to the output variable based on a difference between the original decision and the another decision.