System for constructing path-based database structure

1. A method comprising:

receiving, at a computerized analysis system, a plurality of interaction data elements, each of the plurality of interaction data elements associated with a resource of a content provider and comprising an identifier and a time stamp;

generating, at the computerized analysis system, a path data structure comprising a plurality of paths, each of the paths representing a series of interactions, the path data structure generated by:

correlating identifiers of the plurality of interaction data elements to determine a set of interaction data elements corresponding to a particular entity identified by the identifier; and

generating the path data structure by linking the interaction data elements of the set according to time based on the associated time stamps;

generating a minor path data set by:

parsing, at the computerized analysis system, the path data structure to generate a major path data set comprising paths having interaction data elements associated with time stamps within a predefined period of time and identifiers associated with a first entity; and

filtering, at the computerized analysis system, the major path data set to generate the minor path data set based on a network model and content providers associated with the resources; and

determining, at the computerized analysis system, a competitive metric for the minor path data set to be provided to a first content provider by:

querying the minor path data set to determine a first number of interaction data elements identifying the first entity and the resources associated with a plurality of second content providers different from the first content provider;

determining, from the path data structure, a second number of interaction data elements identifying an entity other than the first entity and the resources associated with the second content providers; and

determining the competitive metric based on a comparison of the first number of interaction data elements with the second number of interaction data elements.

2. The method of claim 1 , further comprising:

generating a first ratio by:

querying the minor path data set to determine a third number of interaction data elements identifying the first entity and resources associated with the first content provider; and

comparing the third number of interaction data elements with the first number of interaction data elements to generate the first ratio;

generating a second ratio by:

determining, from the path data structure, a fourth number of interaction data elements identifying the entity other than the first entity and the resources associated with the first content provider; and

comparing the fourth number of interaction data elements with the second number of interaction data elements to determine the second ratio; and

determining the competitive metric based on a comparison of the second ratio and the first ratio.

3. The method of claim 1 , wherein generating the path data structure further comprises filtering the set of interaction data elements to exclude interaction data elements comprising videos.

4. The method of claim 1 , wherein the network model comprises at least one of:

an industry vertical that categorizes the content providers into groups based on content provider tags; and

a competitor model that identifies the plurality of content providers that are competitors.

5. The method of claim 1 , further comprising receiving, at the computerized analysis system, the content providers that are competitors; and

setting the competitor model to the content providers that are competitors.

6. The method of claim 1 , further comprising receiving, at the computerized analysis system, a lookback time period; and

setting the predefined period of time to the lookback time period.

7. The of claim 1 , further comprising:

determining, at the computerized analysis system, a second competitive metric for a second time period other than the predefined period of time, the second competitive metric associated with the first entity;

determining a difference between the competitive metric and the second competitive metric; and

transmitting a notification to a content provider device when the difference is greater than a predefined amount.

8. The method of claim 7 , further comprising:

querying, by the analysis system, the path data structure for the number of interactions the first entity has had with a content campaign inside and between the predefined period of time and the second time period;

determining that the number of interactions with the content campaign is above a predefined threshold;

generating a campaign influence metric by comparing the difference between the competitive metric and the second competitive metric with the number of interactions with the content campaign in response to the determination that the number of interactions is above the predefined threshold.

9. The method of claim 1 , further comprising:

sending, by the computerized analysis system, an upper-funnel recommendation to a content manager system when the competitive metric is above a predefined threshold, the upper-funnel recommendation comprising a recommendation to increase investment in content items to be presented in domains identified as upper-funnel domains; and

sending, by the computerized analysis system, a lower-funnel recommendation to the content manager system when the competitive metric is below the predefined threshold, the lower-funnel recommendation comprising a recommendation to increase investment in content items to be presented in domains identified as lower-funnel domains.

10. A system comprising:

at least one computing device operably coupled to at least one memory and configured to:

receive a plurality of interaction data elements, each of the plurality of interaction data elements associated with a resource of a content provider and comprising an identifier and a time stamp;

generate a path data structure comprising a plurality of paths by correlating identifiers of the plurality of interaction data elements and linking the correlated interaction data elements according to time based on the associated time stamps;

generate a minor path data set by:

parsing the path data structure to generate a major path data set comprising the paths having interaction data elements associated with time stamps within a predefined period of time and identifiers associated with a first entity; and

filtering the major path data set to generate the minor path data set based on a network model and content providers associated with the resources; and

determining a competitive metric for the minor path data set to be provided to a first content provider by:

query the minor path data set to determine a first number of interaction data elements identifying the first entity and the resources associated with a plurality of second content providers different from the first content provider;

determine, from the path data structure, a second number of interaction data elements identifying an entity other than the first entity and the resources associated with the second content providers; and

determine the competitive metric based on a comparison of the first number of interaction data elements with the second number of interaction data elements.

11. The system of claim 10 , wherein the at least one computing device is configured to generate the path data structure by filtering the set of interaction data elements to exclude interaction data elements comprising videos.

12. The system of claim 10 , wherein the network model comprises at least one of:

an industry vertical that categorizes the content providers into groups based on content provider tags; and

a competitor model that identifies the plurality of content providers that are competitors.

13. The system of claim 12 , wherein the at least one computing device is configured to:

receive the content providers that are competitors; and

set the competitor model to the content providers that are competitors.

14. The system of claim 10 , wherein the at least one computing device is configured to:

receive a lookback time period and set the predefined period of time to the lookback time period.

15. The system of claim 10 , wherein the at least one computing device is configured to:

generate a first ratio by:

querying the minor path data set to determine a third number of interaction data elements identifying the first entity and resources associated with the first content provider; and

comparing the third number of interaction data elements with the first number of interaction data elements to generate the first ratio;

generate a second ratio by:

determine, from the path data structure, a fourth number of interaction data elements identifying the entity other than the first entity and the resources associated with the first content provider; and

comparing the fourth number of interaction data elements with the second number of interaction data elements to determine the second ratio; and

determining the competitive metric based on a comparison of the second ratio and the first ratio.

16. The system of claim 10 , wherein the at least one computing device is configured to:

determine a second competitive metric for a second time period other than the predefined period of time, the second competitive metric associated with the first entity;

determine a difference between the competitive metric and the second competitive metric; and

transmit a notification to a content provider device when the difference is greater than a predefined amount.

17. The system of claim 16 , wherein the at least one computing device is configured to:

query the path data structure for the number of interactions the first entity has had with a content campaign inside and between the predefined period of time and the second time period;

determine that the number of interactions with the content campaign is above a predefined threshold;

generate a campaign influence metric by comparing the difference between the competitive metric and the second competitive metric with the number of interactions with the content campaign in response to the determination that the number of interactions is above the predefined threshold.

18. The system of claim 10 , wherein the at least one computing device is configured to:

send an upper-funnel recommendation to a content manager system when the competitive metric is above a predefined threshold, the upper-funnel recommendation comprising a recommendation to increase investment in content items to be presented in domains identified as upper-funnel domains; and

send a lower-funnel recommendation to the content manager system when the competitive metric is below the predefined threshold, the lower-funnel recommendation comprising a recommendation to increase investment in content items to be presented in domains identified as lower-funnel domains.

19. One or more non-transitory computer-readable storage media having instructions stored thereon that, when executed by at least one processor, cause the at least one processor to perform operations comprising:

receiving a plurality of interaction data elements, each of the plurality of interaction data elements associated with a resource of a content provider and comprising an identifier and a time stamp;

generating a path data structure comprising a plurality of paths by correlating identifiers of the plurality of interaction data elements and linking the correlated interaction data elements according to time based on the associated time stamps;

generating a minor path data set by:

parsing the path data structure to generate a major path data set comprising the paths having interaction data elements associated with time stamps within a predefined period of time and identifiers associated with a first entity; and

filtering the major path data set to generate the minor path data set based on a network model and content providers associated with the resources; and

determining a competitive metric for the minor path data set to be provided to a first content provider by:

querying the minor path data set to determine a first number of interaction data elements identifying the first entity and the resources associated with a plurality of second content providers different from the first content provider;

determining, from the paths, a second number of interaction data elements identifying an entity other than the first entity and the resources associated with the second content providers; and

querying the minor path data set to determine a third number of interaction data elements identifying the first entity and resources associated with the first content provider;

comparing the third number of interaction data elements with the first number of interaction data elements to generate a first ratio;

determining, from the path data structure, a fourth number of interaction data elements identifying the entity other than the first entity and the resources associated with the first content provider;

comparing the fourth number of interaction data elements with the second number of interaction data elements to determine a second ratio; and

determining the competitive metric based on a comparison of the second ratio and the first ratio.

20. The one or more non-transitory computer-readable storage media of claim 19 , wherein the network model comprises at least one of:

an industry vertical that categorizes the content providers into groups based on content provider tags; and

a competitor model that identifies the plurality of content providers that are competitors.