Systems and methods for determining media creative attribution to website traffic

1. A media creative attribution method, comprising:

determining, by a computer, a response profile on a minute-by-minute basis within an attribution time window, the response profile being a portion of a unique visitor (UV) curve associated with a website, wherein the portion begins at a first time that a first media creative aired on an offline medium and includes a second time that a second media creative aired after the first media creative aired at the first time;

obtaining, by the computer, a baseline of the UV curve associated with the website, wherein the baseline is the UV curve for the website without any media creative airing and is associated with the attribution time window;

determining, by the computer utilizing the baseline, a total lift within the attribution time window;

determining, by the computer utilizing a weighting function, a weight for each media creative that aired within the attribution time window, the weighting function comprising a plurality of factors, the plurality of factors including an audience size for each media creative that aired within the attribution time window;

allocating, by the computer, the total lift to individual media creatives that aired within the attribution time window, the allocating including applying the weight for each media creative that aired within the attribution time window corresponding to the response profile to thereby determine a minutely lift associated with each respective media creative during each minute of the attribution time window, the minutely lift representing an incremental attribution associated with the respective media creative during that respective minute;

determining, by the computer utilizing minutely lifts allocated to individual media creatives that aired within the attribution time window corresponding to the response profile, performance metrics relating to the individual media creatives that aired within the attribution time window corresponding to the response profile; and

presenting, through a user interface, the performance metrics on a display.

2. The media creative attribution method of claim 1 , wherein the total lift is determined by:

subtracting the baseline from the UV spike to obtain a lift per minute; and

aggregating the lift per minute within the attribution time window.

3. The media creative attribution method of claim 1 , wherein the attribution time window has a size of five minutes.

4. The media creative attribution method of claim 1 , further comprising:

utilizing dollar spend per media creative as a proxy for the audience size.

5. The media creative attribution method of claim 1 , wherein the response profile includes a shadow lift from a media creative that aired outside the attribution time window, the method further comprising:

determining a shadow baseline for an extended time window that extends beyond the attribution time window; and

prior to determining the total lift within the attribution time window, adjusting the baseline utilizing the shadow baseline for the extended time window.

6. The media creative attribution method of claim 5 , further comprising:

running a shadow baseline analysis within the extended time window on every media creative that aired within the extended time window; and

based on the shadow baseline analysis, determining whether to adjust the response profile prior to determining the total lift within the attribution time window.

7. The media creative attribution method of claim 5 , wherein the extended time window has a size of about 15 to 20 minutes.

8. A system, comprising:

a processor;

a non-transitory computer-readable medium; and

stored instructions translatable by the processor for:

determining a response profile on a minute-by-minute basis within an attribution time window, the response profile being a portion of a unique visitor (UV) curve associated with a website, wherein the portion begins at a first time that a first media creative aired on an offline medium and includes a second time that a second media creative aired after the first media creative aired at the first time;

obtaining a baseline of the UV curve associated with the website, wherein the baseline is the UV curve for the website without any media creative airing and is associated with the attribution time window;

determining, utilizing the baseline, a total lift within the attribution time window;

determining, utilizing a weighting function, a weight for each media creative that aired within the attribution time window, the weighting function comprising a plurality of factors, the plurality of factors including an audience size for each media creative that aired within the attribution time window;

allocating the total lift to individual media creatives that aired within the attribution time window, the allocating including applying the weight for each media creative that aired within the attribution time window corresponding to the response profile to thereby determine a minutely lift associated with each respective media creative during each minute of the attribution time window, the minutely lift representing an incremental attribution associated with the respective media creative during that respective minute;

determining, utilizing minutely lifts allocated to individual media creatives that aired within the attribution time window corresponding to the response profile, performance metrics relating to the individual media creatives that aired within the attribution time window corresponding to the response profile; and

presenting, through a user interface, the performance metrics on a display.

9. The system of claim 8 , wherein the total lift is determined by:

subtracting the baseline from the UV spike to obtain a lift per minute; and

aggregating the lift per minute within the attribution time window.

10. The system of claim 8 , wherein the attribution time window has a size of five minutes.

11. The system of claim 8 , wherein the stored instructions are further translatable by the processor for:

utilizing dollar spend per media creative as a proxy for the audience size.

12. The system of claim 8 , wherein the response profile includes a shadow lift from a media creative that aired outside the attribution time window, the method further comprising:

determining a shadow baseline for an extended time window that extends beyond the attribution time window; and

prior to determining the total lift within the attribution time window, adjusting the baseline utilizing the shadow baseline for the extended time window.

13. The system of claim 12 , wherein the stored instructions are further translatable by the processor for:

running a shadow baseline analysis within the extended time window on every media creative that aired within the extended time window; and

based on the shadow baseline analysis, determining whether to adjust the response profile prior to determining the total lift within the attribution time window.

14. The system of claim 12 , wherein the extended time window has a size of about 15 to 20 minutes.

15. A non-transitory computer-readable medium storing instructions translatable by a processor for:

determining a response profile on a minute-by-minute basis within an attribution time window, the response profile being a portion of a unique visitor (UV) curve associated with a website, wherein the portion begins at a first time that a first media creative aired on an offline medium and includes a second time that a second media creative aired after the first media creative aired at the first time;

obtaining a baseline of the UV curve associated with the website, wherein the baseline is the UV curve for the website without any media creative airing and is associated with the attribution time window;

determining, utilizing the baseline, a total lift within the attribution time window;

determining, utilizing a weighting function, a weight for each media creative that aired within the attribution time window, the weighting function comprising a plurality of factors, the plurality of factors including an audience size for each media creative that aired within the attribution time window;

allocating the total lift to individual media creatives that aired within the attribution time window, the allocating including applying the weight for each media creative that aired within the attribution time window corresponding to the response profile to thereby determine a minutely lift associated with each respective media creative during each minute of the attribution time window, the minutely lift representing an incremental attribution associated with the respective media creative during that respective minute;

determining, utilizing minutely lifts allocated to individual media creatives that aired within the attribution time window corresponding to the response profile, performance metrics relating to the individual media creatives that aired within the attribution time window corresponding to the response profile; and

presenting, through a user interface, the performance metrics on a display.

16. The non-transitory computer readable medium of claim 15 , wherein the total lift is determined by:

subtracting the baseline from the UV spike to obtain a lift per minute; and

aggregating the lift per minute within the attribution time window.

17. The non-transitory computer readable medium of claim 15 , wherein the attribution time window has a size of five minutes.

18. The non-transitory computer readable medium of claim 15 , wherein the instructions are further translatable by the processor for:

utilizing dollar spend per media creative as a proxy for the audience size.

19. The non-transitory computer readable medium of claim 15 , wherein the response profile includes a shadow lift from a media creative that aired outside the attribution time window, the method further comprising:

determining a shadow baseline for an extended time window that extends beyond the attribution time window; and

prior to determining the total lift within the attribution time window, adjusting the baseline utilizing the shadow baseline for the extended time window.

20. The non-transitory computer readable medium of claim 19 , wherein the instructions are further translatable by the processor for:

running a shadow baseline analysis within the extended time window on every media creative that aired within the extended time window; and

based on the shadow baseline analysis, determining whether to adjust the response profile prior to determining the total lift within the attribution time window.